San Pedro Coffee Case Study
Case Study: San Pedro Coffee – Sales Coaching for Café Growth
Client: San Pedro Coffee
Location: Melbourne, Victoria
Industry: Coffee Roasting & Distribution
Background
San Pedro Coffee is a proudly family-owned and operated specialty coffee roaster located in Melbourne’s northern suburbs. With a deep passion for ethically sourced, high-quality coffee, San Pedro has been steadily growing its reputation and customer base across Australia.
To capitalise on this momentum, Jack, a second-generation member of the business, joined San Pedro with the mission of accelerating growth – particularly through building new partnerships with cafés across Melbourne. While Jack brought strong motivation and belief in the product, he identified several gaps in his sales capabilities that were holding him back from converting more leads and creating consistent client engagement.
That’s where targeted sales coaching became a critical catalyst for transformation.
The Goal
Our sales coaching partnership with Jack was designed to achieve seven specific business development and personal performance goals:
- Mastering Grinder Demonstrations & Industry Knowledge
Jack needed to build confidence and credibility when showcasing the San Pedro grinder and articulating deeper insights into the coffee industry. We included this element as part of his overall sales cadence strategy and personal development plan. - Creating Interest & Sampling Opportunities
The biggest step in gaining traction with café owners was getting them to sample the San Pedro roast. Through our sales coaching sessions, Jack learned how to use hooks, emotional buying triggers, and value framing to move prospects toward action and commitment. - Cold Calling Confidence & Behavioural Matching
One of the key focus areas was transforming Jack’s approach to cold calling. Through personalised roleplay, objection handling, and resilience coaching, Jack became more confident in adapting his tone and style to different personality types on the phone. - Client Follow-Up & Strategic Value Building
Jack was also coached on how to follow up with clients using appropriate timing and pressure, and how to introduce new value points during each interaction. This included building an interest ladder, sharing success stories, and creating subtle urgency. - Knowing When and How to Close
Sales coaching here focused on closing techniques that felt natural, confident, and aligned with the café owner’s buying signals. Jack learned the difference between trial closes, assumptive closes, and value-based closes – tailored to the café industry. - Territory Planning & Cadence Optimisation
Understanding Jack’s local territory and how to structure his week became a major focus of our coaching cadence. We established a rhythm of outreach, follow-up, grinder demonstrations, and pipeline check-ins that maximised his efficiency. - Performance Tracking & Accountability
We developed a custom performance tracker that allowed Jack to measure key metrics such as number of calls, demos, follow-ups, samples sent, and conversions. This not only kept him accountable but also fuelled further motivation by showing real progress.
Action Taken
Jack completed a structured sales coaching program under the “Sales Domination” framework. This included:
- A personalised diagnostic session to map his current strengths and blind spots.
- A weekly one-on-one sales coaching schedule focused on building core competencies.
- Ongoing reinforcement through roleplays, voice tone training, script-building, and follow-up sequences.
- Tools and templates designed specifically for San Pedro’s sales process and the café industry.
The Result
The transformation in Jack’s performance has been outstanding.
By improving his sales structure, confidence, and communication techniques, Jack has now signed multiple high-value café groups across Melbourne. His ability to clearly explain the grinder, position the brand’s ethical story, and confidently ask for a commitment has dramatically improved.
More importantly, Jack now has a repeatable and scalable sales cadence backed by data, planning, and coaching. His lead conversion rate has more than doubled since the coaching began, and he’s becoming a confident sales leader within the San Pedro team.
Conclusion
This case study highlights the impact of sales coaching in turning potential into performance. For San Pedro Coffee, the combination of family passion, quality product, and structured sales coaching has created real momentum for growth in a highly competitive industry.
If you’re in a product-driven business and want to elevate your client acquisition strategy, sales coaching may be the edge you’ve been missing.
To learn more about sales coaching for product-based businesses, contact us today.
