Running a coffee establishment requires sales and business development skills. Many people think these skills are easy to come by and are not important. Boy, have they been proved wrong. The same applies to every industry. As the market shrinks, and sales become tougher, people slowly and stubbornly are starting to realise just how valuable a salesperson is. Understanding your customers, what they need, what they want, the competition, etc, etc, etc is just the beginning. Being able to understand the market, and apply a sales strategy, using this knowledge, is where experience and skill comes in. Just because a cafe stocks decaff, does not mean they know how to sell it. Many people will sit down for a coffee, finish it, have some water, and will want another coffee; but decline due to caffeine intake. A talented waiter/waitress with sales skills could suggest their "special" and delicious decaf, hot choc or alternative.... People do not visit establishments, just for the coffee, understanding the reason for the visit and their length of stay is crucial in maximising sales. Many business people meet up for a coffee; the potential for add on sales is huge.
