Hugo – true story
In the early days of selling espresso based
beverages we sounded just like the dozens
of other sales people telling potential
customers how good we were. So we decided to stop telling and
show them instead, and opened the country’s first ever Coffee
Training Centre. The objective of all our sales calls became to get
customers and potential customers into the training centre so
that we could let them taste fantastic coffee and show them how
they could make fabulous tasting coffee for their own
businesses. Almost nobody left a training session without
buying. You can apply your own version of this facility in your
business by using a sampling strategy.62 .Wake up and smell the profit