Episode Transcript
Nina Huchthausen (00:02.274)
Hello, everyone, and welcome to the Makers Business Tribe podcast. My name is Nina. And in this week's episode, I'm going to get super tactical because last week I had a rapid fire conversation with one of my clients who was just in the midst of getting pitch ready. But he had logged in a conversation with a cafe to pitch in his spy spice, secret spiced chai.
the very next day. And he was like, well, Nina, how do I approach this conversation? So and to me, this is super, super relevant topic right now, because winter sales season is dialing up. So everybody wants to get out. And you might have a meeting tomorrow. So what are you going to say? How are you going to prepare for it? Let me walk you through step by step what we decide we're going to do. And by the way, of course,
He sold some chai. Yeah. So this worked. So pull up pen and paper. Let's work through this together. So the first thing that I said was like, okay, let's call him Bob. Yeah. Because I haven't fully verified if I can share the pitch. Super fine. Let's call him Bob. Hey, Bob. This is, let me ask you some questions. First question.
that I asked him was, so this cafe, what are they known for? What do they want to be known for? What could be their biggest challenge? Yeah. Because why am I asking this? Ultimately, any business has a purpose. Any business is striving for something and any business has challenges. Whatever. Bringing onto the menu.
Selling to customers is supposed to solve their problem and is supposed to get them somewhere, get them be known for something. So if Bob is coming in with his chai, it's a really good thing if we can tap into someone's challenges and show opportunities way beyond, do you want my product? Because what is the number one challenge that Bob is against?
Nina Huchthausen (02:28.495)
Chances are cafes already stock chai. Retailers stock chai. Pretty much everybody already has chai. So they are good for chai by default. Now, how do we still get in? How do we still get in each? If we can point out that we can solve someone's problem way better than they were able to before, or we can create an opportunity way better than what the chai can that they currently stock.
Now, how do we find that out? We do a little bit of research. Yeah. Now, the great thing is about Bob, he used to own a cafe. So he knows a lot of cafes in the area as well as their owners. And he knows the challenges. Gives him a head start. But what we specifically figured out, this is very much a five star cafe in the area. Yeah. So the owners work very hard. We know this and the owners have very high standards, which is perfect.
because Bob's chai has already won two awards. Yeah. And it was already been highly regarded in the Indian community. So there's already some great demand now. He is not stopped in many places. He's just starting to get out. What could that mean in terms of opportunity? Well, the opportunity is that you could be stocking something that not everybody stocks because hands down who is sick of prana chai. Yeah. I'm talking very honestly here.
But every cafe all around Sydney is stocking prana chai, meaning there's no differentiation. So cafe, of course, wants to keep their five-star ratings. Now, we can't be coming in with a shit chai. But this chai has already won some amazing awards. This chai has some amazing ingredients in there. And the potency is so strong. You only need half the amount that's
any other chai you need because it's so strong. that's like up there in the chai community what people want and of course great business opportunity. number three, it is something that this cafe could really differentiate themselves stocking a product that people would have to travel for if it's any good. Yeah. Now the other
Nina Huchthausen (04:52.921)
The story part that comes to this, which is what I also shared with Bob, you really want to point out is that his wife, his wife had asked him to take all the chai's that are out there as inspiration and create something that can take my personal chai experience, me the wife, to whole new level.
Nina Huchthausen (05:22.448)
to whole new level. And that's what Bob was able to do. Because of that, I was like, you need to tell that story. Because number one, when we know when a man gets tasked by a woman, by his wife, to do something, well, you better do a good job, right? We know that. So I'd like to play on that story.
But number two, we are not coming in saying my choice is better than yours. But hey, number one, what I said to him, you want to, when you walk in, you want to appreciate the store or the cafe owners for what they've done here, right? Because creating a five-star experience and with high competition in Sydney, it's not an easy feast. And he knows that, right? So I asked him, so.
Find a few things that only you can see in this cafe that they've done really well and nailed it. And you know how much time that takes, compliment them on that. Yeah. Because that way you can talk at their level and show them that you are not a sales rep, right? So of course walk in and let them know that you owned Cafe ABC, which is fairly known in the cafe community, but point something out that gives you cloud.
OK, appreciation is everything. And I would also lead the conversation towards chai by pointing out, wow, and I see you're stocking prana chai. I love the chai. Yeah, I used to stock it myself. And we had so many customers asking for it back in the day. But now here's what happened, because I'm a pretty good roaster. Yeah, so we used to own a roastery too.
And one day, my wife was kind of like, Bob, you can do this better. I want to give you that challenge. Can you take whatever is already out and take that to a whole new level? Because I want it more potent. I want the flavor to just be next level. Yeah, I think you can do that.
Nina Huchthausen (07:48.792)
And of course, like, what do do when your wife asks you, you step up to that challenge. And, you know, here's what happened so far. We've won two awards. And for some strange reason, the Indian community, and by the way, Bob is not Indian, does not look Indian at all, right? But the Indian community, who of course knows their shit when it comes to chai, the Indian community loves our chai.
Yeah, but now I'm ready to take this time into the most premium cafes of Sydney. And I'm super curious to hear. No, maybe you're interested to give it to give it a go because you are five star cafe and I can clearly see that.
But course, differentiation and uniqueness is everything in the cafe space to keep that rating.
Now is he going to say all of this? Maybe, maybe not. And when it comes to pitches and angles, start conversations with dancing with conversations. That's very, very important, right? You can't just be rattling down and talking on and on for five minutes. You want to pick those pieces. But what I've just done and kind of like shared off the cuff is number one, appreciation. Number two, we shared
bit of cloud by saying ex owner of ABC Cafe. But number three, we've also really pointed out some key things that they're doing amazing because we never want to poo poo or say, Hey, you know, why are you stocking this? You should be stuck in me. It's like, no, dude, you're doing amazing. What you've done exactly what I've done to that kind of like created is something secret that could take what you're doing, which is paying on.
Nina Huchthausen (09:49.452)
Even more bang, bang on amazingness. You interested? Because somebody who keeps striving for excellence, why would what they want, number one, is stay excellent. And probably what they fear is getting four three-star reviews or getting that review of saying, well, that cafe is like everybody else. They do not want that. So they're constantly open for, well, how can we do better?
and level up our game. And if we can play on that and let them know you could be leveling up, do you want to try this?
It's a really, really great way for people to be like, hmm.
What have you got? Right. So if they are open, so I will. What have you got? First offer for Bob would be, well, can I jump behind the machine and can I just make you one sit down? No, but not everybody. But that conversation might not be that open, right? And it could be like, well, look, I've prepared something here. I'd love for you to try have just have it in a little flask. It's a beautiful thing to do with like a nice cup right then and there.
Just have a little sip up. Yeah. Or if they're like, look, I'm super busy right now, kind of sounds interesting. Or they might even be like, look, I'm good right now. Which I would always challenge because if anyone says I'm good right now, it doesn't mean maybe they just bought stock. Maybe they're just busy. Maybe they're just tired or just need to do their thing. Always, always want to hand them over some chai for them to try later.
Nina Huchthausen (11:37.374)
Yeah. Now, but when we are on a roll, so of course we're kind of like, cool, let, let me make that chai. And matter of fact, this is true story, Bob made that chai. Yeah. Jump behind the machine, made him a chai. Cause that, you know, kind of like, let me serve you, let me show you the full experience and I want you to fully experience it. I think it's the best way because whilst
you allow them to taste. That's when you can then sprinkle in your key USPs. And by the way, this doesn't just work with chai, right? If you just apply this into anywhere else where people could try it or where you could make something, whilst you're making, whilst you're creating, whilst you're handing over for someone to taste a food product, it's where you can even ask them, like, what do you taste? What is like, honestly, what does it taste like for you for them to explore?
little bit further, right? And you could say, you know, of course, yes, you can taste the honey, but you will not, you wouldn't know this. But we've actually found an excellent honey producer in ABC region that has this, these crazy awesome bees that have been known for centuries to create XYZ benefits. And that's our honey. Not many people know this honey is really, really good one.
So it's very much known for its medicinal benefits. So you can sprinkle in a key ingredient that you wanna highlight. The same could be if you're selling skincare and someone puts it on your skin and whilst they're putting it on, you're highlighting a key ingredient. Maybe that isn't so mainstream yet or isn't so known yet. In the skincare space, and I know I'm digressing, but I love this stuff, hyaluronic acid, everybody has it in it.
Yeah, collagen is in it. But what could be a secret key ingredient that you can highlight when someone tests the product? Yeah. So you can see, you can, you can apply this part. So this, when someone is tasting it, trying it, whether they're ingesting it or putting it on their skin or whatever that is, that's when then you can sprinkle and what can you taste? What can you feel? Or you can say something like, well, you might not.
Nina Huchthausen (14:04.628)
taste or even notice this, but there's also a hint of this or there's this thing where you should be feeling this for their imagination to come even further. And then you want to ask them, what do you think? What's coming up for you?
What are you loving?
Nina Huchthausen (14:24.04)
Maybe, maybe it's not, you know? Let them talk. Let them share what comes up for them. Right? And then you can go deeper and share just a little bit more, but don't go into monologue, but just substantiate what they're tasting. In his case, if he's like, my gosh, the cinnamon is amazing, right? Go deep into the cinnamon. Ask him, what do you love about it? You know?
point out because of course Bob has done his research on Prana, that you can just point out how much of an effort you've gone through to create this next level cinnamon experience. Of course, never perpure on what they have, but how this is next level, how this reaches further, how this will pull out a fact on the power of cinnamon together with food that people purchase together, right? But for them to really see, my gosh, this is so unique.
different. Yeah. Whilst at the same time, a wide variety of people would love it, right? We can even say in this case, anyone in your staff that would just want to have like a quick sip up, right, to get that extra feedback. And once people say they love it, that's when you can open up the opportunity to talk about, and I would raise it as a question, hey, you know, I mean,
What are the chances that you want to stalk us? I mean, I know you got Prana, you know, and as I said, I used to be so happy with Prana too, and I deeply respect that. But I mean, what are the chances you might want to take your tie game to a new level?
It's really, really powerful sentence. One of the chances. And this sentence is not from me. But the name will come to me. Who I the sentence from? And it is so powerful. And I love that because it's a question. And it's curiosity creating in our mind. Yeah. And once we...
Nina Huchthausen (16:39.514)
Once we plant that seed, are the chances other people's mind can't help themselves to think that too? Yeah, what are the chances? Right. And it's much easier for them to say, look, you know, because the question is, what are the chances? So they will come up with, what are my reservations? And then we can work through that because objections are just reservations or questions that we haven't answered yet. So a simple question or a reservation could be, look,
You know, I'd really love to, but I like all my customers love Prana. They're so used to that. You know, like how am I going to do that? I totally hear you. I totally hear you. And of course it's an experiment, right? Now.
Here's what has worked in my cafe when we started switching and what we've with those cafes that we've converted so far. And that's where this part that I'm about to share, that's important for any product that where people need to convert or switch, such as because in a cafe, maybe they want to stock two products alongside, most likely they want to switch.
This could also be true for skincare and the wellness space. Wherever there's only space for one product, you want to figure out how can you help them get their customers on board, because that's the most important thing. And that's a big reservation. We're going to address it. And that's what you want to have researched. So here's what we have worked out with Bob beforehand. So number one, Bob. And for...
Cafes, just love this. I just love to piggyback on Tiger Nuts. Now, where you are in Australia, maybe you haven't seen how beautifully they've integrated Tiger Nut milk into a lot of cafes, at least here in Queensland. Here's what they did. And this is the exact strategy. I would totally copy that. We copied that with Bob, works like a charm. So one Bob, we give you an A5 sign that just like
Nina Huchthausen (18:57.588)
points out the key banger benefits of our chai with the call to action, ask us about your secret spice chai. Number two, what I'm going to help you do, if you take stock, I'll give you stock for five days that you can sell at cost price. Now, more than welcome, put a little bit of margin on it, but we want
all of your chai drinkies to when they come up and about to order prana chai to be like two dollar chai award winning this this this maybe i give that a try of course we're going to give that a try we're going to make that chai price so attractive or maybe you even want to give some samples for free for people to try but a full-size cup not just a sample cup exactly what tiger milk did
Yeah, works like a charm. We're also going to put you put a bit of a fly with the key ingredients and the key awards that we've won, the flavor profile on your desk. We're going to train your staff so that they have it super easy to make the most amazing chai ever. Plus also being able to answer the key questions about what makes our chai the next Ferrari and the next product.
that make people travel to have it at our place. So we're going to give you staff training. We're going to give you point of sale advertising, and we're going to give you product that you can sell at cost price or a little bit above. But we give that to you so that you have ample time converting your customers. Yeah. And we're also going to be that minimum order value afterwards. We're going to make that so low so that you're only going to be covered for 15, 20 days.
And then we can talk another bigger reorder. But ultimately, what I'm in the business of helping you right now is convert your customers to love the product. Now, if at the end of this promotion, your customers tell us clearly they do not like it, you do not have to order from me ever again. I take any product that you haven't sold back. That's how convinced I am you will do that. Now you have to.
Nina Huchthausen (21:24.648)
You have to be convinced. But otherwise, why are we walking into a cafe if you don't believe that your product is superior than whatever else they
With that strategy, of course, Cafe owner was like, well, I'm already sold. I think my customers will love it. Let's give it a go. Right now we're testing it, selling like hotcakes. This strategy works because the product is premium and superior. And we've broken down the biggest hurdle and preservation, which is, my customers going to love it? And we, because we said like, look, you've done
Tiger nut. He had introduced Tiger nut in his cafe before. So he knew about the strategy that Tiger nut had run. So he was already comfortable repeating that with the time. Now, does every product have something like that and come? Probably not. But we were able to piggyback on this. Yeah. And also what we said was that first order that you actually have to place because we didn't just give him a whole bunch of free stuff, but just a little bit of sampling product.
And that first minimum order value, we made that just at our lowest minimum and just enough so that he didn't actually have much stock, meaning within two, three weeks, that stock should be low and then we can talk more reorders. And that was it that we quit Bob with. He knew what he had to offer. He knew what he is going to propose when it comes to converting customers.
He knew his intro and he knew how to get people to try that. Now, if you have a sales conversation tomorrow, make sure you follow that exact step list. Yeah. And then you want to dance. But what you want to prepare right now is what your offer is, how you're going to help them turn on selling that product.
Nina Huchthausen (23:33.974)
whether it's converting customers or what it looks like if you're selling your product alongside other products, because they need sales, they need marketing support, they need staff training. So that's what you need to really work out. And you want to work out what is that intro offer for them. And then when you leave, so when Bob left, that's very important thing to get right. Now, here's the next step, Cafe Owner.
What I'm going to do right now is I'll get the stock. I'll come back tomorrow morning, 9 a.m. That's when I'm going to train your staff and bring the advertisement. And then here's what you're going to get for your social media from me. And here's what I'm going to do on my social media to drive people into your store. Let's do a collaboration. That's where we want to take on leadership and give people the exact steps of what is going to happen next to make them feel we are already selling.
You and I are in the space of selling this chai now. Now that you loved it, it is my responsibility to help you bang out these sales and make and create a partnership for life. That's what I'm here to do. That's how you want to end it, to give them utmost confidence and clarity. He knows the exact next steps and the timeline. Very important.
That was a bit of a handful. Now, if you want the exact script and complete steps that I've just talked through, yeah, I put the link into the show notes. Just click on it, make a copy. This is yours. There's also full training in it that you can watch. I think it's almost like it's lengthy. Yeah, I think 90 minutes where I go through step by step by step by step by step.
But I know you're going to love it. If you're running out of time, just follow exactly what I told you. If you have a little bit of time, watch the training, make a copy of the script. I know you're going to love it and that's how you're going to close your deals. And cannot wait to hear from you how this goes. But until then, I love you and leave you with this. Have an awesome rest of your day and happy pitching and closing deals. Let's maximize on this sale season.
Nina Huchthausen (25:59.692)
All right. Have an awesome day.
