Joe’s Café – Internet Marketing – Part 4

[Will Edwards]

So, down at Joe’s place the other day. He asked me how things were going in the internet business and I told him how his advice was helping me to forge forward by applying some of the ideas he had given me.

I told Joe that things were definitely improving since I got into up-selling and cross-selling as he suggested. By the way, if you missed his suggestions, you can still find them here ...

The Joe’s Café Marketing System – and it works!
Joe’s Café Marketing System – Part 2
Joe's Cafe Markeing System - Part 3

“Yeah, that’s like kinda Lateral Thinking”, he said.

“Lateral Thinking?”, I reflected.

“You know: where you take an idea from one field, problem or situation and apply it to another. You have taken a few of my ideas and applied them online – that’s Lateral Thinking.”

“Oh yes”, I responded, “that’s right! Actually, it makes me wonder: would your business benefit from some online presence do you think?”

“Hey – I don’t know. Tell me a bit about what you do and how you do it.” Joe poured the brown stuff as we sat down for a little chat. He peered over his glasses with an expression that seemed to suggest some interest.

“OK, well, the first thing we would do online is find a niche with proven buyers; and then, of course, we need something to sell to them ... ” I began.

But Joe interrupted, “Hey, come-on now: I figured you Internet Marketers might know a thing or two about selling, but isn’t that just plain common sense? I mean, why do you think I sell coffee here?”

Yes, I could see he understood his niche alright.

“Well, hold on a moment Joe, because then you need to get them into a lead-capture system where you can follow them up.”

“You spam them?”, he barked.

“No – I hate spam.” I shot back.

“Hey, everybody hates spam: I guess that’s why we stopped selling it way back in the 60s.”

For a moment he looked skyward and seemed to be pondering life in the 60s before eventually asking me to continue.

“Yes – OK – go on – I’m all ears.”

“... we send them really good quality stuff – a Newsletter with great info in it and we make our sales pitches in there.”, I continued.

“I see. So how do you think I would benefit from having a website? Do you think I could get people to drink more coffee or eat more doughnuts by having one? Wouldn’t it take me time and effort to maintain? And wouldn’t I be better off just spending that time doing what I know delivers results?”

And, as I sat there contemplating those questions, I realised that, yet again, Joe had taught me another lesson: concentrate on the things you know deliver results and ignore everything else. There is probably nothing I can teach Joe about selling, but as I reflected on the lesson, I realised that there was still a lot more he could teach me.

Will

[Randy Meirndorf]

Not sure how I feel about this. I see your point, and laser beam focus on proven marketing method will bring results.

But after you gotten it down pat, why not epand your efforts, get a site, and promote the joe's cafe brand. As business grows, then add more advertising methods.

Open some more coffee shops, and then the site, email, print ads etc will have a more leveraged and co-ordinated effect. Then he wouldn't have to be pouring the damn coffee himself.

[Kim Standerline]

Jo maybe likes his life the way it is, not everyone wants to be the CEO of a multinational chain including the ulcer that goes with it!

Also sounds to me as if he enjoys pouring the coffee himself, he probably enjoys interacting with his customers. (Now there's a novel thought)

Kim

Originally Posted by Randy Meirndorf

But after you gotten it down pat, why not epand your efforts, get a site, and promote the joe's cafe brand. As business grows, then add more advertising methods.

Open some more coffee shops, and then the site, email, print ads etc will have a more leveraged and co-ordinated effect. Then he wouldn't have to be pouring the damn coffee himself.

[Randy Meirndorf]

Originally Posted by Kim Standerline

Jo maybe likes his life the way it is, not everyone wants to be the CEO of a multinational chain including the ulcer that goes with it!

Also sounds to me as if he enjoys pouring the coffee himself, he probably enjoys interacting with his customers. (Now there's a novel thought)

Kim

He probably does like building a relationship with his customers. It seemed to me like we was genuinely interested in growing his customer base. No where in the story does it even hint that he likes pouring coffee and I can't see how it sounds like that to you.

From the story it's could be just as likely that he likes pouring the coffee, as he wants to bring in an ak-47 to work the next day and blast everyone in there because he can't stand the smell of coffee anymore and flipped out.

[Will Edwards]

Hi Randy

Thanks for your comments. Perhaps I'll put them to Joe next time.

Cheers

Will