Hey there, coffee friends!

Today, we're diving into the world of barista brilliance and the training techniques that have the power to transform your coffee shop's sales. 

In the highly competitive coffee industry, it's not just about serving great coffee anymore. It's about creating an exceptional customer experience—one that keeps people coming back for more and compels them to spread the word to their friends and family.

So, what can we learn from the most successful coffee shops in the world?

The answer lies in the meticulous training of their baristas.

Like any great business, it's not just about the product; it's about the people behind the counter and the experience they deliver.

The more they know about coffee, customer service, and sales techniques, the more they can educate and persuade customers to try new items, purchase add-ons, and become repeat visitors.

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Training is not just about showing your baristas how to operate the espresso machine or steam milk to perfection.

It's about instilling in them the knowledge and skills to become true ambassadors of your brand.

Just as a chef meticulously trains their kitchen staff to execute dishes flawlessly, a coffee shop owner must invest in the training of their baristas—transforming them into sales superstars.

In my coffee shop, I led sales training regularly – instructing and even role playing baristas on how to interact with customers when behind the POS or the espresso machine.

I would pay attention to the words I used, the mood and situation of the customer, and make sure to treat them like they were the only other person in the room at that moment in time.

In the words of marketing guru Seth Godin, "People do not buy goods and services. They buy relations, stories, and magic."

Your baristas are the magicians who can create that magic for your customers.

Through exceptional training, they can learn to engage customers in meaningful conversations, share the story behind your coffee beans, and create a personalized experience that goes beyond just serving a cup of coffee.

This means that the baristas are not simply there to take an order, make a drink, and deliver it to customers. They must understand that it’s the experience a customer has that keeps them coming back much more than the actual product.

Think to yourself – what have been some of your favorite restaurants, cafes, or other services?

No doubt that they all had incredible customer experiences – sure, the products or services were also fantastic, but that’s table stakes. Providing an unforgettable experience is the “above and beyond” that we (as customers) are all searching for.

A well-trained barista doesn't just know the difference between a macchiato and a mocha.

They understand the origin and flavor profile of each coffee bean, the brewing methods that bring out their best characteristics, and how to recommend the perfect drink to match a customer's taste preferences.

When your baristas are armed with this knowledge, they become more than order takers; they become trusted advisors, guiding customers through a journey of coffee exploration.

I don’t simply mean asking “what are you looking for?” – baristas should be familiar with the menu to anticipate customer desires enough that they recommend this drink if the customer wants X or that drink if they want Y.

The barista should be confident in those recommendations, so that the customer trusts them. This experience should feel like the barista is guiding the customer, not like they’re wandering through the menu together.

While some might cringe at the idea of upselling, when done right, it's not about pushing products on customers; it's about enhancing their experience.

My staff were initially put off by upselling and cross-selling because they felt “salesy” – and no one wants to feel sleazy.

While these techniques exist to increase the average ticket value, that’s not the only purpose they serve. They help to increase the customer experience, educate the customer on products they might not have known about, and put the customer at ease for ordering something.

For instance, when McDonald’s started asking “would you like fries with that?” – guess what? They sold more fries. Folks just had to “opt-in” to the fries, when maybe they were on the fence or hadn’t thought about adding a side item into their order.

Your baristas can be trained to make relevant recommendations, whether it's suggesting a delicious pastry to pair with a customer's coffee or introducing them to a specialty drink they've never tried before.

By doing so, they're not just increasing sales; they're enriching the customer's visit.

So, as you reflect on the potential of your business, consider the impact that expert training can have on your baristas, your customers, and your bottom line.

Because in the end, it's not just about the coffee; it's about the brilliance behind the counter that makes all the difference.

✌️,

Tom at Coffee Shop Keys