Every Grain Has Its Buyer — But Only If Your Staff Knows How to Sell It

From my observations (Part 46, “Every Grain Has Its Buyer”):

Some time ago, I passed by a shop selling a selection of fine chocolates — the kind that clearly targets chocolate connoisseurs. The sign read: 100 grams for 9.80 dinars, meaning 98 dinars per kilo.

Whether that’s expensive or not isn’t the point here. In the world of business, there’s an old saying: “Every grain has its buyer” — meaning, every product has its customers, no matter the price.

Take for example one ranking of the world’s most expensive chocolates (there are many others, but here’s a sample):

• Noka: $854 per pound

• Delafee: $508 per pound

• Richart: $120 per pound

• Godiva: $120 per pound

• Pierre Marcolini: $102.50 per pound

• Debauve & Gallais: $95 per pound

• Chuao: $79 per pound

• Richard Donnelly: $75 per pound

• Vosges Haut Chocolat: $69 per pound

Since a pound is about 453.6 grams (roughly half a kilo), that means Vosges Haut Chocolat — one of the most famous brands — costs $69, which is roughly 48.85 dinars for half a kilo, or 107.7 dinars per kilo.

So why such high prices?

• Exceptional ingredient quality

• Unique manufacturing process

• Premium packaging and design

• Rarity and exclusivity

• Strong brand reputation

My curiosity got the better of me, so I asked a young lady working there about the high price. I don’t know if she was authorized or trained to answer such questions, but her response didn’t convince me.

Which brings me to this point:
The harder your product is to sell, the more you should invest in training your staff — because they will face all types of customers:

• The curious

• The potential buyer

• The serious buyer who simply needs a few answers before deciding

A Lamborghini or Maserati salesperson is not the same as someone selling economy cars. A Rolex or Patek Philippe seller is not the same as someone selling smartwatches.

Don’t let your investment be ruined by undertrained employees. We repeat this often for a reason:
Take care of your employees — and they will take care of you.

— Eyad