Lecture Description
The difference between coffee roasters that experience accelerated growth and those who struggle to gain traction is typically marked by one key factor: a process, plan, and strategy for how they sell their coffee. In this lecture, we’ll cover the structure, techniques, and step-by-step processes to help owners and leaders develop a repeatable sales process.
Key topics include:
Developing a sales plan based on top-line targets, growth verticals, and clear timeframes aligned with monetary goals.
Defining and refining your Prospect-to-Nurture Process, encompassing first contact, follow-ups, onboarding, and ongoing support.
Articulating which KPIs and reporting a salesperson should provide to ownership and leadership.
Outlining tools such as the BANT+S framework and role-playing exercises to refine and improve the effectiveness of your sales team.
Owners and leaders will leave with a clear understanding of how to build and maintain a high-performing sales department and how to nurture specialty coffee buyers from first contact to close.
Date: Friday, April 10, 2026
Time: 11:00 am - 11:45 am
Location: Room 25AB
Category: Business
Access: This lecture is free to attend with a World of Coffee entry badge. Register to attend World of Coffee here.
Please note that lecture sessions are open on a first-come, first-served basis. Early arrival is highly recommended to secure your seat.
Speakers
Luke Waite
Consultant, Pomelo Coffee Consulting
Luke is the founder of Pomelo Coffee Consulting and the creator of the Core 7, a framework built to help specialty coffee roasters build efficient, profitable, and sustainable businesses. He helps owners of specialty coffee roasters from startup to multi-million dollar operations build stronger teams, smarter systems, and more profitable businesses. His background spans leadership roles at Metric Coffee, Passion House, Pickwick, and more, giving him a holistic, ground-level understanding of how roasteries actually work. He also hosts Good Folks, Doing Good Work, a podcast for specialty coffee professionals who believe business can be a force for good.