|
|
|
COOLING YOUR COFFEE BEANS
COOLING YOUR COFFEE BEANS
The most overlooked part of home roasting
The process of roasting your own coffee beans is easy once you have a basic understanding of how it works. Home roasting is catching on rapidly and has been touted as the fastest...
How Starbucks Chooses, Roasts And Blends Their Coffee
Starbucks® Coffee knows the perfect cup of coffee starts with only the best beans. Finding and purchasing the best green beans in the world is the first step that differentiates them from the rest of the coffee industry. They are well-known for...
Make Money In Your Own Coffee Business
A 2001 survey by the National Coffee Association indicated that over 100 million people drink coffee on a daily basis and that nearly 60 million more occasionally consume coffee. Based on average drinking habits, the daily coffee drinker will...
Organic Coffee: Pick Me up Naturally
If you are at all aware of health and environmental issues, organic coffee is a product that should be interesting to you.
Do you like to wake up in the morning, feel the sun's rays on your face and savor the rich aroma of your favorite drink...
What is Fair Trade Coffee and Why Should We Buy It?
Today's society is very familiar with fair trade coffee, yet it is unclear whether the true meaning behind the economic, environmental and social impact of purchasing and drinking it is understood. In order to comprehend the full impact fair...
|
|
| |
|
|
|
|
|
|
SWAPPING COFFEE FOR LOTTERY TICKETS
Every morning, when at the barbershop, I walk across the street to the convenience store. I come back with three items – J.B.’s coffee, my coffee and my banana.
One morning, as I was waiting in line at the register, the cashier scanned the purchases for the customer in front of me. When she came to his coffee she entered the amount manually. Seeing the amount on the screen, he immediately reacted rather strongly.
“Naw! Take that off,” he said. “I’m not about to pay ninety-nine cents for a cup of coffee.” The cashier, without so much as a change in expression, took off the ninety-nine cents.
However, it’s what happened next that is a commentary on human nature. The customer asked for a few lottery tickets. Evidently, they weren’t overpriced.
As the gentleman headed out the door, I stepped to the counter and smiled at the familiar face behind the register.
“Don’t say a word,” she said.
“You know what I’m thinking,” I replied.
“Yeah, I know what you’re thinking,” she said with a smile. “Don’t say it.”
We laughed, and I left – without saying a word. But now I will.
First, a word about perceived value. When, as a boy, I would agonize over whether I ought to spend a certain amount of money on a certain item Dad would say, “Son, it’s worth whatever you’re willing to pay for it.” Similarly, the difference in the value of a cup of coffee and of a lottery ticket (as well as many other things in life) is the difference in whose buying. I wouldn’t give two cents for a lottery ticket. But, obviously others can’t see paying ninety-nine cents for coffee. People have different values.
Secondly, they also have different motivations. I once read of a salesman who made no sales for the
day. When questioned by his sales manager, his response was, “You know what they say. You can lead a horse to water but you can’t make him drink.” His manager wisely responded, “You have it all wrong. Your job isn’t to make the horse drink. Your job is to make him thirsty.”
The convenience store customer was thirsty for the lottery tickets because he saw the possibly of gain. To him there was a strong WIFM (what’s in it for me). If the man could have been persuaded that buying the coffee would have satisfied a need stronger than mere physical appetite, I’ m confident he would have been “thirsty” and the price would not have been too much. In my case, making me “thirsty” for a lottery ticket would be an impossible job.
Lastly, the incident brings to mind how people have different likes. I’ve often thought that if everyone had the same likes, every man would want to be married to my wife. From another perspective, maybe nobody would want to marry her.
For such reasons, the convenience store brews many different flavors of coffee to suit different tastes. They also have different products to suit different priorities.
BARBER-OSOPHY: To understand and to persuade others, take note of their values, their motivations and their likes.
Copyright 2004, Sumerlin Enterprises.
Permission is granted for you to copy this article for distribution as long as the above copyright and contact information is included. Please reference or include a link to www.barber-osophy.com.
About the Author
Terry L. Sumerlin, known as the Barber-osopher, is the author of "Barber-osophy," is a columnist for the San Antonio Business Journal and speaks nationally as a humorist/motivational speaker.
|
|
|
|
|
| Starbucks Homepage |
| Starbucks Coffee Company is the leading retailer, roaster and brand of specialty coffee in the world. The Company's other brands enhance the Starbucks ... |
| www.starbucks.com |
|
| Coffee - Wikipedia, the free encyclopedia |
| Coffee is one of the most widely consumed beverages in the world. ... Coffee aficionados may even distinguish auctioned coffees by lot number. ... |
| en.wikipedia.org |
|
| Peet's Coffee & Tea |
| Coffee, tea and brewing equipment, information and store locator. |
| www.peets.com |
|
| Coffee Review :: The World's Leading Coffee Buying Guide |
| Coffee and coffee-related reviews done by Kenneth Davids and others. |
| www.coffeereview.com |
|
| Coffee @ nationalgeographic.com |
| The history of coffee, descriptions of different varieties, map of coffee-producing countries and a discussion forum. |
| www.nationalgeographic.com |
|
| Trojan Room Coffee Machine |
| The official site. Includes the final image of the machine being switched off, a non-technical biography, and an audio copy of a 1994 radio report. |
| www.cl.cam.ac.uk |
|
| Espresso and Coffee Information from Coffee Universe |
| Linking the entire specialty coffee and espresso industry from coffee beans, coffee roasting to espresso machines. |
| coffeeuniverse.com |
|
| CoffeeGeek - News, Reviews, Opinion and Community for Coffee and ... |
| Offers reviews of coffee appliances, news, and articles. |
| www.coffeegeek.com |
|
| Coffee Break Arcade - Free Games |
| Play the best FREE games on the web. Select online games from 6 categories including Sports, Shooting, Racing, Classic, Casino and Cool. |
| www.coffeebreakarcade.com |
|
| Too Much Coffee Man - Home |
| Online strips, merchandise, and multimedia. [Graphics intensive] |
| www.tmcm.com |
|
| International Coffee Organization - News From The Executive Director |
| London-based intergovernmental body of coffee exporting and importing countries. Offers current industry news and legislative alerts; ... |
| www.ico.org |
|
| Caribou Coffee — Gourmet Coffee Shops and Online Specialty Coffee ... |
| Caribou Coffee shops and online store feature gourmet coffee and gifts. |
| www.cariboucoffee.com |
|
| Fair Trade Coffee |
| Fair Trade for coffee farmers means community development, health, education, ... Updated Action Pack for Fair Trade Coffee and Chocolate Campaigns ... |
| www.globalexchange.org |
|
| Gevalia.com - Gourmet Coffee & Tea Collections |
| Selections of fine coffees, flavorful teas, gifts and inspirations offered via direct automatic delivery or catalog order. |
| www.gevalia.com |
|
| Dunkin' Donuts Coffee | Buy Coffee Beans Online |
| Coffee sold by the pound, regular delivery programs, gifts and accessories. |
| www.dunkindonuts.com |
|
| Over The Coffee |
| Top Ten Coffee Producing Nations Brazil Colombia Indonesia Vietnam Mexico Ethiopia India Guatemala Cote d'Ivoire Uganda. |
| www.cappuccino.com |
|
| INeedCoffee - Monthly Caffeination Information |
| This coffee brewer guide is meant to assist buyer to choose the ideal single cup ... I found coffee paradise. The best coffee city is Auckland, New Zealand. ... |
| www.ineedcoffee.com |
|
| Coffee Forums Coffee Discussion about Espresso, Coffee Beans and ... |
| Offers discussion boards for enthusiasts to talk about topics such as beans, espresso, machines, and cafes. |
| www.coffeeforums.com |
|
| Green Mountain Coffee Roasters: Organic, Fair Trade and Signature ... |
| Gourmet coffees and specialty coffee accessories and gifts. Shop online for Fair Trade and Organic coffee, single-cup coffee, decaf and flavored coffee, ... |
| www.greenmountaincoffee.com |
|
| Equal Exchange: Fairly Traded Coffee, Tea & Chocolate |
| Dedicated to fair trade with small-scale coffee farmers in the developing world. |
| www.equalexchange.com |
|
|