Issue 31.

Hi, this week's Saturday Sales is slightly different.

I'm working with a client who sells coffee beans.

A young guy who's really learning about sales.

This week, he wrote to me how he's starting to think about sales.

I just thought it was beautiful what he wrote.

Whether you're selling coffee beans,

technology, or whatever,

there are so many lessons in here from this young guy.

I hope you enjoy it.

What Worked When I Closed Clients

1.⁠ ⁠I let them talk more •⁠ ⁠I paused more and gave space. It helped me catch what mattered to them instead of rushing to sell.

2.⁠ ⁠I offered something useful •⁠ ⁠Either coffee samples (more recently) or invited them to a cupping (worked better in the past). •⁠ ⁠Clients who haven’t had time for cupping still showed interest — it’s a good way to keep the door open.

3.⁠ ⁠I handled pressure better •⁠ ⁠I responded to tough questions faster, with more clarity and confidence. Felt sharper, more in control.

4.⁠ ⁠I was more confident overall •⁠ ⁠The tone of my delivery, the way I stood, the ease in my replies — all slightly more composed.

5.⁠ ⁠I showed I cared beyond coffee •⁠ ⁠I didn’t just push coffee. I brought in my experience from F&B management — offered thoughts on service, layout, staffing, operations when it made sense. That helped build trust and showed I understand their world, not just sales.

Cafe Visit Script

1.⁠ ⁠Enter and observe •⁠ ⁠Take in the team’s vibe. See what’s on the machine. Read the space.

2.⁠ ⁠Order espresso •⁠ ⁠No white or black. This helps you gauge their roast and shows you know what you’re doing.

3.⁠ ⁠Spend time there •⁠ ⁠Don’t rush out. •⁠ ⁠If possible, sit at the brew bar — easier to talk without making it feel like a pitch.

4.⁠ ⁠Start light conversation •⁠ ⁠Comment on the coffee, ask about recent crowd or shifts. Keep it natural, like any regular customer.

5.⁠ ⁠Ask for a takeaway •⁠ ⁠casually ask: “By the way, do you roast your own beans or work with a roaster?”

5.1 If they ask about the coffee •⁠ ⁠Keep it honest but positive: “It’s a good, solid classic cup. Smooth and easy.”

6.⁠ ⁠Offer samples as gifts •⁠ ⁠“I’m from Kopenhagen Coffee. I brought a few sample bags — just gifts for you and the team to try when you’ve got time. No pressure, just thought you might enjoy something different.” •⁠ ⁠If they ask about the samples: “We focus on quality — our coffees are true to their tasting notes. They’re good stuff, roasted fresh and selected from recent harvests.” •⁠ ⁠Only pass your name card if they seem interested. Ask if they have a business card or a preferred contact you can follow up with.

7.⁠ ⁠Mention tasting •⁠ ⁠“There’s more if you're ever curious — we do tastings at our roastery. No pressure, just a chance to explore more profiles together.”

8.⁠ ⁠Exit politely •⁠ ⁠Thanks. Hope the rest of the day goes well.” Then leave.

This week's “The Sell” episode is with James Spurway.

This was such a magical conversation.

I've known James for 10 years.

He has been through one hell of a life, from growing up on a farm without electricity to making it in the world of finance to almost dying with a heart attack to investing in 75 startups.

If you want to know how to be a founder, how to sell, how to storytell, and more importantly, how to manage a business, this one is for you.

The one, the only, James Spurway!

Listen on Apple Podcasts or Spotify.