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: https://read.dmtmag.com/i/38014
Jack’sBlend Jack Groot owns JP’s Coffee in Holland, Mich. He also provides coffee business consulting and training through the Midwest Barista School (MBS). Check out Jack’s new blog, “Jack Groot’s blog — confessions of a coffee shop owner” at www.coffeegroot.com. Jack can be reached at jack@jpscoffee.com with “Jack’s Blend” as the subject line, or at (866) 321-4MBS. in or serving the coff ee industry. From there I assume the next largest group would be those going into the coff ee industry. I’ve also spoken with people not at all related to the coff ee industry who read the magazine for any number of personal or business reasons. As I determine content for each Jack’s Blend column, my S No. 1 priority is adding value to the reader. I know my column this month will connect with each of you, even though you may not be taking cash or making lattes. Customer service, friendliness and enthusiasm are benefi cial in almost every business. In the last few months I’ve had discussions, responded to blogs, and e-mailed on topics that are related to “third wave” coff ee, coff ee brewing methods and trendy coff ee shop concepts. Oſt en these discussions are partial, product-focused and out of balance. If you assume by my last sentence that I neglect product quality you would be wrong. But, I fi gure that since I have a platform, I’m going to use it and add balance to the conversation. So here goes a lesson on coff ee shop etiquette: 1. Greet customers rst Make it a game. If a customer says “hello” fi rst, you lose. It’s amazing how oſt en you can go into a store—any store—walk around, touch things, look at prices, and walk out, all without anyone saying anything to you. Th e minute a customer walks into your store, someone on your sales staff should be the one to say hello fi rst. It’s their job to say hello fi rst. It’s not the customer’s job to do it. Th at fi rst friendly “hello” sets the stage. It sets the tone to make sure the customer is in the right place. 2. SMILE! Make smiling on the job a condition of employment... and grounds for termination. Tell them that in the interview process. “We smile here.” It’s a simple statement—and a powerful sales tool. Don’t relent on this one. Ever. 10 | August 2011 • www.specialty-coffee.com pecialty Coff ee Retailer magazine reaches a broad market. My guess is the readership consists mostly of those already 3. Enthusiasm counts Dale Carnegie said it fi rst: “Enthusiasm is a disease—let’s start an epidemic.” And how true that is. When a customer brings something to the counter for you to ring up, let them know you care. When the customer sees, feels, and hears your enthusiasm, you’ll ring up a lot of sales. 4. Don’t point—go show. How many times have you walked into a store, asked for something—and the salesperson either nods which way to walk or points to the direction. When possible, walk with the customer to the area they need. If that becomes impossible, cheerfully direct the person to what they need—and give clear, easy, and most important, friendly directions. 5. Please, thank you and you’re welcome Yes, still the most favorite words to all customers. Th ese are the very fi rst words a parent teaches a child. Th ere’s not a 3-year-old child living who hasn’t gotten a piece of candy and then been told by his parent: “Tell the lady thank you, Bobbie.” Many parents won’t let the other person go until the child has said thank you. We spend hours teaching them those words. And then at age 18, what happens? 6. Pretend it’s you Have your staff make believe it’s them walking into the store trying to purchase something. How would they like to be treated? Tell them every customer will go away thinking one of two ways. Either, “Hey, those guys were great,” or “I’m never gonna go back there again.” And if they think it’s not their problem, tell them to think again. If the customer doesn’t come back, you close shop— and they’re out of a paycheck and a job. Simple as that. Please, please, please do the world a favor and make a great shot of espresso. But, whether or not you get to a “10” on the espresso quality scale, be friendly and service-minded in all you do and you’ll have the best chance of being a profi table business. SCR