Specialty Coffee Retailer is a publication for owners, managers and employees of retail outlets that sell specialty coffee. Its scope includes best sales practices, supplies, business trends and anything else to assist the small coffee retailer.
Issue link: http://read.dmtmag.com/i/258589
February 2014 • www.specialty-coffee.com | 17 P Y C S S PIQUET'S PRINCIPLES B J P S ince Ries and Trout coined the term in 1969, positioning has been a term utilized for creating an identity that captures the mind of your target market. As a concept it's easy to understand. Within your market, you can be positioned as the best, the rst, relative to the rst (i.e. second) in your market, or you can have no position at all. But now what? What type of position should you establish, and why? How do you establish your position? How do you maintain your position once you have it? And what are the bene ts in terms of realized measurables? In today's market, it's best to establish yourself as the quality leader in your area. And here's why: it solidi es your brand, a rms your place in the market, allows you greater latitude in your pricing, and from the customer's point of view it creates an a ordable luxury that makes them feel part of something special. Sounds good, but how do you do it? ere are two main ways to establish your position. One is to take it from the business that currently occupies the top position in people's minds, and the other is to create a new position. Whether you create a position, or claim a position, the strategy fails if it's not real. For the savvy customer, truth overcomes marketing hype and manipulation. You have to earn your position; then you can claim it. How do you earn it? An unwavering vision. Hard work. Proven results. I once had a business calculus professor who was ex-military and a damn ne teacher. He would end every class by saying, "Remember, what you conceive and believe you will achieve." I believed. I got an A in that class. Nothing speaks louder than what you deliver in your cup, but rst you have to believe you can do it. Once you are recognized as the quality leader in your market, you can't rest on your laurels. A er all, this is an earned position. Read. Take classes. Travel. Experiment. Brew. TASTE! You can take an active role in maintaining your position in the community by continuing to educate yourself, your sta , and the community, through activities such as in-house competitions, co ee tastings, and brewing workshops. It's not easy. Being a recognized leader has its di culties. You will be challenged at times by customers, and by both friend and foe in the co ee community, but it's only because they fear to tread where you are walking. Step rmly and make your path clear. Results will follow. ere are both measurable and immeasurable bene ts you will realize. e greatest measurable bene t is that by being the quality leader there will be an expectation of a premium item or service and commensurate pricing. While higher prices are not always an indication of quality, lower prices are an indication of lack of quality, lack of con dence, or both. Items regarded as high-end for their category do not su er the market uctuations of average or low priced products. In plain language, you won't be a ected by a recession. By maintaining higher standards than your competitors, you will have an already built-in customer base. ose who are looking for something incomparable will only have one place to go, and like-minded consumers will follow. ey will have a shared bond with you that goes beyond the exchanging of money for beverages. ey will come because they share a love of something exceptional, and the return on that is immeasurable. Positioning yourself as the quality leader in your market places you at the forefront of the discerning customer's mind, and it creates an automatic platform for results-based leadership. Also, it gives you the opportunity to build a strong foundation and create a lasting relationship with your customer that will bring both of you joy for years to come. SCR John Piquet is a roaster, barista, and siphon brewing specialist at ca e d'bolla in Salt Lake City, which he co-owns and operates with his beautiful wife Yiching. 17 Piquet Principels SCR0214.indd 17 2/6/2014 12:16:01 PM