When you open a retail store, you have about six months before your new neighbors don’t see you as “the interesting new store on the block,” and the hype you had when you first opened your door decreases. When you’re a new store, your neighbors want to see what just opened and help your store succeed. Connecting with hotels, cafes, restaurants, and other stores will never be easier than it is during those first six months.
The idea of hitting these outlets quickly seems like a no-brainer, but given that it comes second to in-store tasks, it tends to fall to the back of the list. My advice is to have a plan of attack for networking prior to the launch of your store. This way you already know who you want to target and the most tactful way to approach them. This certainly irons out the process and saves you time when you’ll need it most. By researching key businesses in advance, now you’ve just got to set up the meeting, give them the pitch, and close the deal. Given that you’re new, most places are happy to give you time and hear you out, so that shouldn’t be an issue.
If you’ve ever sold tea to cafes you know that price is important, but it isn’t always the primary concern for many small business cafes. Many of the small business owners I’ve sold tea to don’t seem to care as much about the price as they do about customer service and the relationship I’ve created with them. Additionally, they value the story they’re buying into and the reliability of buying from someone local. I’ve found that people buy people, and that’s been the one issue we’ve run into when getting cafes to switch.
While setting up events with local places hasn’t been a problem for us, getting into some local coffee shops has posed a bit of an issue. It amazes me that I can offer a product of equal quality, lower price, comparable packaging, and next day delivery, and I still don’t get the business because the current supplier of tea is “such a nice guy.” Good customer service can go a long way.
While this whole idea of a plan of attack for hotels, cafes, restaurants, and other close stores wasn’t as strong as one would have hoped, we certainly learned a lot and will be prepared for Store #4.
Interesting observations Chris. Do you see a progression from each store to the next – meaning does it get easier to expand once you’ve had a few prior experiences under your belt? Where will Adagio be going next or is that top secret?
Hi Chris..and congratulations on joining Adagio! @CA_tea on Twitter…we ‘know’ eachother from there. :) Technology to brew loose leaf is still not ‘there’ for coffee cafes, restaurants, etc. That is essential, or they find it too easy just to go with big distributors they are buying coffee, specialty drink mixes and teabags/sachets from. There is hope, when that technology becomes available in a widespread and affordable way. Just my opinion. :) Please say hello to Michael!
Hi Chris …. welcome to T-Ching! You are one of us now. For all of those with the fantasy of opening a tea shop, tea cafe, tea house, tea room, etc. your insight will help greatly. Wishing you GREAT SUCCESS!
Michelle- Now that we have a year under our belt its easier to look at the numbers and fine tune. We’re still discussing future locations….
Diane- Great to hear from you! I know what you mean about how they find it easy to go with their current distributors. I ran into that problem more when I had BourgeaTEA.
Dharlene- Thanks for your kind words. Hope all is well for you.
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