Stefan Drew - The Marketing Magician

FE, Education & Business Marketing: Quick, Effective, Low Cost Marketing

Stefan Drew - The Marketing Magician
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Tag: USP

How Coffee Shops Can Sell More and Make More Profit

A recent trip to Stratford upon Avon made me think about How Coffee Shops, Restaurants, Pubs and Hotels Can Sell More and Make More Profit.

 

Like everywhere else Stratford has its fair share of Coffee shops.  Chains like Starbucks, Costa etc seem to be everywhere and to be honest I detest them.  What other business would make you queue to place an order and pay for it and then expect you to stand and wait even longer to be given the coffee before you even find a table? 

 

So when out I look for somewhere where they value customers enough to provide customer service.  I look for a coffee shop where there is some atmosphere, where I can go in and get a table and someone will come and take my order, bring my coffee and at the end take my payment …. all with a few friendly words and a smile.

 

The thing is these places recognise that not everyone wants the formulaic “American” type chain coffee shop where everything is preceded by a queue.  And this doesn’t just apply to older people.  The coffee shop i went to, despite being in a Tudor building is modern enough to attract young people.  In fact at one stage I was the oldest person there!

 

And it isn’t just about the absence of queues.  The customer service is better in other ways, the waitress asked if we’d like a cake, sandwich or scrumptious desert with our coffee (upselling) and was generally pleasant.  What more she was very young .. but didn’t give the typical service so many young people give .. she had been trained by the business.  

 

Asking questions that sell and being trained don’t have to cost much .. if anything but a small amount of time.  However they make more profit for any business.

 

So what makes this business stand out.  They recognised their USPs (unique selling points) as being service, a smile and a few questions .. but no queues.  It made a point of difference and differentiated them from their competitors.

 

The coffee shop that made my day, in Stratford upon Avon, was called Hathaways Tea Rooms and made enough impression on me to recommend them to you!  


Do You Have a Unique Selling Proposition (USP)?

How to use a USP to market and sell

Eyes Can Be Used as a Nudge Marketing Technique or an USP

What is Your USP?

 

USPs are regarded by some as old hat .. but without one you stand an increased chance of failing in business.

Forget the terminology, buzz words and jargon.  I don’t care whether the gurus talk about a unique selling proposition or point ….  this is something you need to think about.

 

Ask your self one simple question.  Why would anyone buy from you?

It might be because you are the only water seller in the desert. 

 

It might be because you are cheapest.  

 

It might be because you are more reliable than your competitors.

 

It might be because you use locally sourced fresh ingredients …… It could be 101 different things but there has to be a reason why people buy from you.

 

You ought to be able to write it down as one single statement that will single you out amongst the competition and you  should use it on every piece of marketing material you produce. Think of your USP as the philosophical foundation of your business and don’t attempt to market without it!

 

PS If you are competing on price you will probably lose out to a cheaper competitor .. who will go best soon after you!  Compete on something more sustainable than price!