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It's not the coffee.
written by Allan Branch on October 26th, 2009
Every coffee shop I've been to has good coffee. What makes me choose that one place I return to over and over? It's not the coffee.
The direct exchange of coffee for money is how they profit. But their customers aren't choosing them for the coffee, it's something else: Maybe it's the light music or the silence. Maybe the chairs, tables or sofas. Maybe the barrista makes them feel they care or maybe it's just the convenience of your location. Your profit comes from coffee but your selling point isn't the coffee, most coffee shop have good coffee.
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1 Response to “It's not the coffee.”
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Very astute observation Allan. Companies today need to focus on the real value that they bring to their customers, not simply the products they offer. Selling 101 teaches to focus on benefits rather than features, though too often companies only focus on the former. Advertising works a lot this way, or perhaps a lot of poor advertising does. Fortunately, consumers are being seen once again as consumers and not targets for marketing and advertising, and smart companies are working to develop real relationships with their customers. I hope that this trend continues.