Tobacco Business

[ 68 ] TOBACCO BUSINESS [ JANUARY / FEBRUARY | 22 ] open to smoking something new to them. In fact, the classic question of “What’s new?” is also being asked less often, and they aren’t smoking the cigars that are being hyped in the major cigar publications. “I think that palates are changing, and consumers’ interests are changing toward cigars,” says Cabezas. “Our approach right now is fitting in nicely because we’re open to introducing them to something that perhaps they didn’t think that they would like. They discover cigars that they really like even more so than the ones that they were originally smoking. That’s always nice to do that.” As someone who drinks and appreciates wines, Cabezas has become focused on not becoming complacent but instead challenging one’s palate. During her time in the cigar industry, Cabezas has observed how in the past people would stick to smoking one particular cigar and then try to push what appealed to their palate onto others within their social circle. As a tobacconist, this is something Cabezas now discourages doing because no two palates are the same, thus she sees it as her job to help guide customers through different cigars and blends to help them develop their own palate and find what they like rather than suggesting they opt for the ones she prefers. Cabezas and Reo-Coker quickly learned the value of using social media to engage with customers while also showing the world what makes their store and business so different. Social media has allowed Terrible Cigar Club to connect with a wide range of customers in the South Florida area and beyond. It has also helped them build a diverse community, allowing Terrible Cigar Club to become a haven for minorities who are looking for a place to come together, united by a shared love and passion for cigars. “I think that to be a good tobacconist you have to know how to listen,” she explains. “You have to know how to grow your capacity of tasting different spices, different herbs, different foods, different wines, liquors and all of that because the more knowledge you have about taste, the better tobacconist you can be to suggest to a person the type of cigar that they should smoke.” For those that can’t experience the Terrible Cigar Club in person, the company also offers its online subscription club that features a wide range of cigars that will introduce cigar smokers to something new each month. During her many years in the industry, Cabezas has come across an assortment of cigars that go underappreciated and unnoticed for various reasons. Hoping to expand the typical cigar smoker’s palate with the club selections, the Terrible Cigar Club’s selection of cigars will not only challenge your palate but is also aimed at increasing subscribers’ knowledge of cigars by providing some context as well as the story of some of these lesser-known releases. For more information about Terrible Cigar Club’s subscription service and to sign up, visit theterriblecigarclub.com . TB Looking to open a cigar lounge or store in the near future? Here are three tips provided by Terrible Cigar Club’s Grace Cabezas that will help you set yourself apart from other tobacconists. 1. Find the right partner. Make sure you not only find a good business partner but someone you really work well with. This relationship is going to serve as the foundation of all that you do, including your customer engagement. 2. Learn social media. Educate yourself on how to properly use different social media platforms. Social media will help you connect with customers locally and beyond your typical reach. You can also use social media to get ideas about how to make your store a comfortable environment for your customers so you can retain your current ones while also attracting new ones. 3. Go the extra mile. Deliver 150 percent of what you promise to your customer. This means that as a retailer you need to go the extra mile to show the customer that you’re offering more than the average retail experience. Greet every customer, offer a complimentary cigar or coffee, and ask for an email address so you can connect with them well beyond their visit. 3 Stand-Out Tips I think that to be a good tobacconist you have to know how to listen. You have to know how to grow your capacity of tasting different spices, different herbs, different foods, different wines, liquors and all of that because the more knowledge you have about taste, the better tobacconist you can be to suggest to a person the type of cigar that they should smoke. — Grace Cabezas