Are you one of the millions of people using a KEURIG® coffee machine at home or at work? With its single-cup brewing system and extensive “K-Cup” beverage product offering, KEURIG® has revolutionized the consumer coffee industry. The sales lessons, however, extend to the entire business world.
First and foremost, consider the customer experience provided by the KEURIG® system: you get exactly what you want, exactly when you want it. No compromise over regular vs. decaf coffee or mild vs. bold roast. No waiting for an entire pot to brew. No more drinking coffee when you would rather have hot tea, hot chocolate or hot apple cider.
We must all recognize that we are living (and selling) in a KEURIG® world, and as such, we need to up our game to achieve or maintain customer satisfaction. The Keurig offerings that delight customers today will very soon become customers’ baseline expectation. From coffee to home entertainment, the “on-demand” era has arrived. Compromise and patience are disappearing from the customer side of the business landscape.
The good news? At least in KEURIG®’s case, customers are willing to pay more to get exactly what they want. The cost per cup for home-brewed coffee has gone from 20-25¢ (traditional brew) to 70-80¢ per cup (KEURIG® K-Cup brew). That cost doesn’t even include the initial expense of the equipment, which runs from $150 – $300, or increased consumption as a result of greater accessibility and satisfaction.
The KEURIG® phenomenon also brings to mind several concepts taught in Carew’s DPS sales training. One can’t help but wonder about the consumer exploratory process that preceded their product development. KEURIG® pursued customer satisfaction in excess of 100%, and in so doing they redefined the home-brewed beverage category. They are now the provider against which all others are compared. Talk about preferred position!
Do you have a sales triumph story to share? Have you ever redefined a customer’s expectation to become the provider against which all others are compared? Tell us your story @ stories@carew.com.
As part of our ongoing commitment to professional development, Carew International publishes a regular blog to provide timely insights for optimal sales performance. To learn more about Carew’s incomparable sales training programs, sales leadership training and customer service training, visit our website at www.carew.com.
