Sales Isn't About Pressure: It's About Fixing Problems – A Guide for Caffeinated Humans
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Hey, caffeinated humans! Brandon Ivan Peña here, and I want to talk to you about something that every business owner, leader, and sales professional should understand: Sales isn’t about pressure; it’s about fixing problems.
As a coffeepreneur, business coach, and conference speaker, I’ve spent years refining my approach to sales, and let me tell you – it’s not about pushing someone into a decision. If you’re pushing your customers too hard, you’re doing it wrong. Sales should be about guiding them through their decision-making process, helping them solve a problem, and showing them the value in what you’re offering.
So, how do you get people to say “YES” without forcing it? Simple: Certainty and value. Let’s dive into why these two factors are the key to sales success and how you can apply them to your business.
The Problem with Hard Selling
We’ve all been there: a pushy salesperson bombarding us with “buy now” pressure. It’s uncomfortable. It’s draining. And most importantly, it doesn’t work. When customers feel pushed, they don’t feel in control of their decision. And guess what happens next? They delay the purchase or walk away entirely.
As an entrepreneur, I’ve learned that fixing problems is the key to guiding your customers to a yes. When you understand their needs, offer a solution, and communicate that value clearly, they’ll be more confident in making the decision—without feeling forced.
Why Certainty and Value Matter
Let’s break this down a little more.
Certainty: When customers feel uncertain about their purchase, they hesitate. When they feel like they’re making the wrong decision or they don’t have all the information, they’ll back off. Certainty is the feeling that they’re making the right choice—whether it's the product, the price, or the process. You need to give them a sense of confidence that they’re solving their problem by choosing you.
Value: If your customers don’t understand the value they’re getting, they’re not going to pull the trigger. They want to know: What’s in it for me? Why should I buy this right now? Your job is to communicate how your product or service solves their problem—and how much better their life will be when they have it.
When both of these are in place, a “YES” becomes an easy, natural next step. No pressure needed.
5 Steps to Selling a Coffee Bag to a Latte Customer at 787 Coffee
Okay, now let’s apply this principle to a real-world example. Let’s say a customer walks into one of our 787 Coffee locations, orders a latte, and you want to guide them into purchasing a coffee bag. Here’s how I would approach it, focusing on certainty, value, and fixing their problem.
1. Start with Empathy: Understand Their Needs
When a customer comes in for a latte, they’re likely not thinking about coffee bags. They’re craving a specific experience—caffeine, flavor, and comfort. Start by engaging in a friendly, empathetic conversation.
Example:
"I see you’re enjoying our latte! Are you someone who loves the taste of coffee at home too?"
Here, I’m asking a simple question that lets me gauge if they’d even be interested in coffee bags. It’s about showing that I understand their needs and setting up a possibility to add value.
2. Highlight the Value: Show Them the Benefit
Now, I want to highlight how our coffee bags can bring the same great experience they’re enjoying right now into their own home. But it’s not just about selling coffee—it’s about showing the value they’ll get.
Example:
"Our coffee bags are the same high-quality beans we use for our lattes. If you’re enjoying this flavor, you’ll love having the option to brew it at home and create that same coffee shop experience every day. Plus, our beans are ethically sourced right from Puerto Rico."
By highlighting the value, I’m painting a picture of how much better their coffee routine could be. It’s not just about buying coffee; it’s about making their home experience better, and they get to support a mission they can feel good about.
3. Fix the Problem: Make It Easy for Them
Customers don’t want to make things complicated. So, if I sense any hesitation, I want to make the process of buying a coffee bag as simple as possible.
Example:
"We offer whole bean and ground coffee, so whether you have a grinder at home or need it pre-ground for convenience, we’ve got you covered. Plus, if you sign up for our subscription, you’ll get fresh coffee delivered to your door every month, ensuring you never run out!"
Now I’m addressing potential problems they might have, like not owning a grinder or not wanting to run out of coffee. By offering simple solutions, I’m fixing their problem without overwhelming them with unnecessary details.
4. Provide Certainty: Give Them Confidence in Their Choice
A big part of guiding customers to a decision is providing certainty. They need to know that by choosing this coffee, they’re making the right decision.
Example:
"Many of our customers tell us that switching to 787 Coffee at home made their daily routine so much easier. They know they’re getting great, freshly roasted coffee with every bag. From our farm to you.
Now I’m showing them that there’s little risk. They feel more confident knowing that they can trust the brand and that their decision is backed by great customer service.
5. Call to Action: Make the Decision Easy
Finally, I’ll gently nudge them to make the purchase decision. But it’s not a hard sell—it’s just a natural, easy step forward.
Example:
"Grab a bag of coffee today, Take a piece of our coffee farm with you and you’ll be able to enjoy the same quality coffee you love at the cafe in the comfort of your own home."
By providing a simple call to action and making them a part of the connection, I’m making it even easier for them to say yes.
The Bottom Line: Sales Shouldn’t Feel Like a Push
In the end, sales should never feel like a pressure-filled, hard-sell situation. Instead, focus on fixing problems, providing value, and giving your customers certainty. When they feel supported, they’ll make the decision on their own—and it’ll be easy.
So, whether you’re a business coach, a coffeepreneur, or someone leading workshops, always remember: Sales is about guiding your customers through their needs, fixing their problems, and showing them the value they’ll receive.
Certainty + Value = YES. No pressure required.
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Sales matter because they’re the heartbeat of any business.
Without sales, there is no revenue, and without revenue, there’s no opportunity to grow, innovate, or impact the world. But sales isn’t just about the transaction—it’s about solving problems and creating value. When you focus on genuinely understanding your customers' needs, guiding them toward the best solution, and providing them with the certainty they need to make a decision, you don’t just close a sale—you build trust. That trust turns into long-term relationships, repeat business, and a brand that people believe in. In the end, sales are the foundation that allows your business to thrive and make a real difference.
