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Issue link: http://freshcup.epubxp.com/i/131835
through the product in one month, then it's too much. "I see so many shops in inventory overload with too much quantity and too many SKUs," he says. EXPLORE THE EXTRAS Many manufacturers will offer rebates for buying a particular product in a specific quantity or to entice trials of a new product. Herman of Woods Coffee says operators are wise to inquire about such rebate programs and then investigate if the rebate's criteria make sense for their store. "There is a competitive nature in anyone who sells product, so why not see what's available and what can be done to get your costs down," Herman says. Barber, meanwhile, capitalizes on the complimentary marketing materials many vendors willingly supply. For instance, he has utilized free posters from Ghirardelli Chocolate to promote special Cabin Coffee drinks built with the well-known chocolate: "You can't always push distributors on price, but if you can show them the strength of your business and your brand, you can reel them in and they'll be willing to help you out in as many ways as possible." THE QUALITY FACTOR While operators can easily be wooed by a sales call touting a more economical cup or lower-priced syrups, Herman says it's critical that café owners keep a strong hold on their brand identity and the products they want to carry. "Be specific about what you want and make sure your suppliers know what you want and need," Herman says, acknowledging that this might mean spending more on particular items. Herman, for instance, pays more for compostable clear cups to use at Woods Coffee, largely because that's the type of product his eco-sensitive customers want to see. "Find the balance between saving money and the quality of the products that represent your brand," he says. "This will not only keep you from constantly jumping vendors, but will also help provide a consistent customer experience." Want more practical business tips? Follow @FreshCupMag on Twitter and get great ideas right in your feed. Fresh Cup Magazine • freshcup.com 51