First and foremost, you are in the coffee business. That's why marketing your fine coffee beans is an important part of marketing your entire business. You want to convince your customers that you serve the best beans available anywhere. If you�re not already selling coffee by the pound, would whole-bean sales work for you?

Many specialty coffee businesses behave as if they have no control over what customers purchase, that they are operating at the whim of the marketplace and if people come in for a cup of coffee or other bar drink, they are not likely to buy beans. They see that those who sell whole beans successfully have built up their reputation over a number of years. Yet, we have found that anyone can promote whole-bean coffee and make it profitable.

Of the 300 million cups of coffee Americans drink each day, about three-quarters are brewed at home. Though the retail beverage business is a great model for success, these numbers suggest that you miss a large potential market if you don't also sell beans for your customers to brew at home.

Certainly, many people will continue to buy inexpensive canned coffee or grind their own at the better grocery stores. But for customers with great brewing equipment, whole beans are an obvious purchase when they drop by your store to take a break. Bean sales can bring substantial profits to any coffee retail operation.

Consider also selling home brewing accessories of every sort. Customers who come in for an espresso may see your retail display and ask questions.
Starting a conversation about the comparative merits of gold filters, press pots and pour-over cones nearly always leads to the sale of a device or of beans.

The premium bean display must be clearly visible, attractive and easy to approach. But a good bean display is only as good as the staff you train to clearly explain the value of origin coffees and the unique taste and story behind them. So, what should you promote?

Three categories of beans sell consistently to the right customers.

• Organically grown coffees appeal to those with environmental concerns.
• Estate coffees can be attractive because of their very high quality or because of the excellent social and labor practices that producers espouse.
• Flavorful decaffeinated beans appeal to those with health concerns and can be sold to gourmets as the ideal after-dinner coffee.

The next question is, Whose beans will you sell? Your three options include:

1. Roasting your own on a small or large scale.
2. Buying someone else�s beans to market under your own private label.
3. Buying a well-known brand and promoting it as the best in the area.

Let�s look at each of these scenarios and compare the differences and similarities in marketing each of them.

Roasting Your Own
For a number of reasons, a majority of coffee operations don�t roast their own beans. Most discover that it�s too expensive to purchase and operate a full-size roaster if they plan to roast for only one or two retail stores.
You could purchase a small batch roaster and roast only a few pounds of beans at a time, but roasting in this manner is very time consuming and often leads to an inconsistent product.

Sometimes small retailers open what is called a "roasteria," where the coffee roaster is in prominent view. It can be in the front window of the store or behind a glass wall so customers can watch the roasting process.

Why the glass wall? Roasting coffee does not smell as great as you might think and the smell is powerful. If you decide to set up a roasteria, you�ll need to install major exhaust equipment to deal with the odor and the gases emitted by the roasting process. And be sure zoning allows you to roast in that neighborhood.

I know a number of successful coffeehouses that roast in-store. However, I recommend you don�t start roasting until after the rest of your operation is running smoothly. And that could take months, or even years. Roasting is an art form. You�ll need a very different set of skills than the ones you use to manage and market the retail part of your operation. During planning, design and build-out, some retailers set aside an area for a future roaster and then develop the space when the business is ready to expand into roasting.

If you decide to roast your own coffee, I advise you to hire an experienced roaster and put him or her in charge of this part of your operation. If this is not possible, spend your money wisely and hire a roasting consultant to help you learn the process. Once your roasted coffee is at the point of excellence, you�re ready to secure accounts and sell your coffee wholesale. Wholesaling will promote your name and your retail business, especially if you can convince some high-profile restaurants in your area to serve your excellent coffee.

When you roast your own, staff will have to be trained to take on the important responsibility of promoting your custom roasting service. Brewed samples allow customers to compare the mild, medium and dark roasts and see which they prefer. As you hand out a sample, talk about how to brew a perfect cup and quantities to use for mild, medium or strong taste. Give out your brochure explaining your sources and roasting. Education can be the key to success.

One advantage of roasting your own coffee is that your employees will learn more about the coffee bean. If you expose employees to roasting, they will soon learn about origin coffees and the differences in taste between them. As a result, they should soon be knowledgeable enough to discuss your various coffees more intelligently with your customers.

Another advantage of roasting is that your customers assume you are more involved with all aspects of coffee and far better informed than retailers who don�t roast. Customers will see that you are serious about serving the freshest coffee possible. Smart roasters will make freshness a focus of their marketing campaign. Even though roasting is a huge undertaking, it can generate enormous marketing power.

Private Label Coffee
Many coffee operations buy beans in bulk from a specific roaster and then re-bag or sticker them with their own name and logo. This process is known as private labeling. Operations that private label may never let the consumer know that the beans they sell are roasted by another company. However, if your customers ask, you should be honest. Tell them you didn�t roast the beans, but that they were roasted to your strict specifications by a reputable roaster.

Market both your own roasted coffee and coffee that you sell under a private label in similar ways. Develop a specific name for each blend, a name that captures the spirit of your business. For example, you might consider calling a highly caffeinated blend �Raging Tiger� or a decaffeinated blend �Quiet Brook.� You can do the same with your tea blends, which we will discuss in a future chapter.

If you have decided to create your own private label, first interview numerous companies and choose the very best supplier you can find. Roasters and the coffee they produce vary, like any other company's product. Find a roasting company that:

• Knows coffee and is passionate about what it does
• Understands the art of blending [imperative for your espresso coffee]
• Understands your need to promote your brand
• Provides excellent customer service and exhibits professionalism
• Has an excellent packaging program and offers help with bag design and labelsOnce you've chosen your supplier, packaging is your next step in marketing.

Ka-Pak bags work well. Custom, stick-on labels for each coffee variety can be colorful and unique. Allow space to write in the roast date. A place for the roast master's name personalizes your operation and gives the customer someone to call if the coffee is not quite perfect.

Selling Their Beans
Many retailers decide to sell another roaster�s beans instead of creating a private label. If yours is a new operation, you'll have good reasons to do just that. For example, if you sell and promote XYZ�s coffee, the company will often supply you with marketing materials and signage to help you sell their coffee. They are invested in your success.

One Portland supplier gives their retailers a new full-color poster each month to help them with promotional efforts. The owner of a single operation or small chain will have a difficult time offering any better marketing punch. When looking for the right roaster, when you decide to sell and promote another roaster�s coffee, inquire about what marketing programs and equipment they may offer.

Many large roasting companies open their own retail operations to promote their brands, but they are roasters first and retailers second. They often will not put serious effort into retailing, the way you can. Your retail business can be far more effective selling roasted beans than many of the roasters themselves. Two roasters in Los Angeles told me they were losing money on their retail operations, but that they continued to keep them open to promote brand awareness. Roasters are not your competition.

One big advantage in selling someone else�s coffee is name recognition. If the supplier has a good reputation in a given demographic area, and a large following, you won�t have to convince your customers how great their beans are. When a customer buys beans, let them know what variety will be on special the following week and encourage them to try other coffees.

Your Bean Display
Most small retail coffee operations have a few things to learn about marketing and displaying the coffee they sell by the pound. The chains do it very well. Visit other caf�s and see what do. The successful ones not only have signage with the names of their origin coffees, but they also have a display of pre-packaged coffee near the cash register to spur the impulse buy.

If possible, use images from the origin country on your signage. If you insist on small bins, keep them clean. Don't allow oil to build up on any glass or plastic surface.

Educate Every Employee About Every Coffee
As we discussed under the heading of employees, you must educate your staff about your coffees so they can explain them to your customers. Make sure they watch The Passionate Harvest, the award-winning and definitive film that chronicles coffee production from seed to cup. The film was written by world-renowned coffee expert Ken Davids and directed by me. This exceptional training tool is distributed by Bellissimo. In one hour, this film will transport viewers around the world and further a deep appreciation for the product.

When you sell beans, your employees need to understand more about coffee so they can educate customers. As part of ongoing training, encourage each employee to read books on how coffee is grown so they know the stories behind such varieties as Kenya AA and Sumatra. Teach them to recommend coffees to customers based on the customer�s palate. The credibility of your operation is at risk when a customer asks detailed questions about your coffee beans and you or your employees can�t provide convincing answers.

When a customer is interested in buying whole beans, your employees should ask what method will be used to prepare coffee at home.

Discourage customers from having their coffee ground unless they intend to use it quickly. If the customer insists on having you grind the coffee, use the grinder setting compatible with the brewing method to be used. And see this as an opportunity to sell a coffee grinder.

Up-selling the Beans
You can double or triple your whole-bean sales if you train your employees to up-sell your customers. Teach your staff to recommend whole-bean coffees to your beverage customers and to stress a special or a coffee of the month. For example, tell customers about a great coffee that just came in, one only available in limited quantities and at certain times of the year. Then recommend buying this extraordinary coffee before it sells out.

Keep it Simple
Customers can become confused and discouraged by too many choices. Some operators make the mistake of carrying too many types of coffee. Other operators carry only an espresso blend and two or three of their house coffee blends. For true coffee connoisseurs in a sophisticated urban location, this will not be enough. But if you don�t sell a lot of whole-bean coffee, it�s wise to limit the number of coffees you sell.

In addition, if you overstock and undersell whole beans, much of your product may go stale before it sells.

Because coffee has a limited shelf life, begin your bean marketing campaign slowly. Find out what coffees your customers like and try not to roast or buy them too far in advance. Never sell stale beans. You want to be known as the place that offers the best and the freshest coffee beans in your area.

With proper marketing, you can generate additional income by selling whole-bean coffee. Only you know which marketing method will work for your area, the size of your operation and your clientele. No matter which tack you take, approach it with passion, knowledge and flair.