Had the chance to read a great story about how US coffee producers in the 1950’s almost ruined coffee. You can find the full rundown from Stanford’s Dev Patnaik at his blog http://www.wiredtocare.com/?p=429.
In a nutshell, in the 50’s, coffee manufacturers gradually began replacing smooth, high quality Arabica beans with small amounts of bitter, low quality inexpensive Robusta beans. Existing drinkers didn’t much notice due to the incerementality of the changes. Yet, a tipping point occurred in the 60’s when the Robusta ratio got too high, and new drinkers realized coffee tasted horrible…so they drank something else.
In the sales process, this cycle has particular application, especially due to the budgetary squeezes of the past few years. Many sales organizations have been slowly adding too much Robusta to their sales processes. Elements such as cutting back sales staff; lowering or eliminating training budgets; reducing rewards and recognition for sellers, thereby reducing their engagement have been rife during the downturn. Maybe their existing customers have stuck with them through this.
Yet, now that things are starting to turn to the uptick, how will your customers respond when approached by your competitors who have maintained their Arabica approach? Not to mention, your existing customers are only going to stand for so much bitterness in their mouths from being handled in a suboptimal fashion. One of the direct effects of the early 60’s Robusta tipping point was an unthinkable loss of segment share from coffee in a previously java-rabid nation. Coffee companies didn’t get it and lost out to Pepsi and Coke.
So, analyze the mix of beans you are brewing up in your sales process. If you have too much Robusta, you may be the one left with the bitter taste in your mouth.
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