35 Make it easy for the customer to buy
Far too many coffee businesses make the whole process of buying
much too difficult. To avoid falling into this trap there are some
simple facts that you mustn’t ignore.
1.If you make it hard for the customer to buy then he won’t.
Customers are always more intimidated and worried about
making a fool out of themselves than you might think.
2.Where possible don’t make them have to ask – for anything.
This means training your servers to offer continually (but in a
non-aggressive way), ensuring your product is open and easily
accessible with tongs (if you offer counter service) and that your
menu and signage clearly tells them how to go about getting
what they want.
3.Open fridges sell better than closed fridges, uncovered product
(where possible considering hygiene regulations) sells better
than covered product. Clearly named and priced product sells
better than unnamed product. Do not assume that just because
you know what an item is called that the customer will know
and be comfortable enough to ask for “one of those”.
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