Selling Cocaine in Costa Rica: A Hypothetical Lesson in Market Strategy

Let me start by clarifying something crucial: I am not, nor have I ever been, a drug dealer. In fact, I've never really been a drug user either—unless you count caffeine, in which case, yes, I am an addict.

Recently, while traveling in Costa Rica with my family, I had an experience that got me thinking about sales strategy in the most unusual of circumstances...

We were on a cross-country trip, deciding to push on beyond our planned destination, which led us to a town on the East Coast that we weren't familiar with. It was late, and we found ourselves in a part of town that, to put it mildly, wasn't the best. But for one night, we figured it was manageable. After settling into our room and getting our kids to sleep, my wife and I, as we often do when traveling in Central America, decided to enjoy a glass of rum. We needed some ice, so I ventured out to a nearby store.

The store was only about 100 yards away, but as soon as I left, I encountered a group of young men. One of them asked if I wanted to buy some marijuana. I politely declined. He then asked if I wanted cocaine. Again, I politely declined. This puzzled me. If I wasn't interested in marijuana, why would I be interested in cocaine? Moreover, if I did want cocaine, wouldn't I have asked for it after the marijuana offer? It was a strange interaction.

On my way back, another man from the same group approached me, this time more aggressively. He tried to shake my hand and asked about drugs again. This made me quite uncomfortable. I was in a strange town, late at night, being approached by three men, and I had already declined once. I managed to politely decline again and made my way back to our room.

Reflecting on the encounter, I realized that while it wasn't the sketchiest experience I've had in Central America, it was certainly instructive. I started thinking about how I would have approached the situation if I were in their shoes. Not that I plan to sell drugs, but it struck me as a perfect example of a sales challenge: selling a nascent product in an early market or a product that doesn't have a clear fit but could have utility.

Here’s what I would have coached these guys on if I were their sales manager:

Understand your Buyer

First and foremost, it's crucial to understand your buyer. This means assessing who they are and what motivates them. In Costa Rica, approaching a man in his late 30s or early 40s who is with his family might not scream "drug user." Instead of leading with a drug offer, a conversation starter would be more effective. Ask about their trip, what they're doing there, and if they’re enjoying their stay.

Build a Relationship

Start with some light conversation to build rapport. For instance, “Hey, how’s it going? Did you just arrive in Puerto Viejo? Are you enjoying it so far? What plans do you have here?” These questions not only make the interaction less about the sale and more about the experience but also gather valuable information. This way, if the person is here with family, you understand their context better.

Discover their Needs

If the conversation reveals they’re on a family vacation, they might not be looking for drugs. But if there’s a hint of interest in trying new experiences, that’s your opening. “You know, a lot of couples we talk to like to relax after the kids are asleep. Have you ever considered trying something new while you’re here?” This way, you’re framing your product as a potential enhancement to their vacation rather than a random offer.

Provide Safe Options

If they express even a slight interest, outline the options clearly and emphasize safety and reputation. “We only offer two things—cocaine and marijuana—and we are known for the purity of our products. We understand you want to be careful, especially with your family here. If you decide to try something, we’re here all night.”

Using this extreme example

highlights 3 key sales principles:

Better Approach

Engage the buyer in a conversation about their experiences and needs rather than leading with the product.

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Effective Discovery

Understand the buyer’s context and motivations to tailor your pitch

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Clear Options & Takeaways

Present the product as a solution to a problem or an enhancement to their experience, providing safe and reputable options.

In conclusion, while I am not advocating for drug sales, this encounter underscores the importance of understanding your market, building relationships, and tailoring your approach to fit the buyer’s needs and context. Whether you’re selling software or, hypothetically, drugs on the street, these principles remain the same.

Letter from the Editor:

Did we have have fun sourcing images for this article? Yes. Did we really use photos of salt? Yes.

-Allison