The Certified Consumer Tobacconist Evolution

Any tobacconist worth their salt can tell you about innumerable atrocities committed by ignorant consumers: these include lighting cigars backwards, lighting the cedar sleeve (sometimes including the silk ribbon at the foot), using a torch lighter on a briar pipe, complaining about stems in premium cigar filler, licking an entire cigar then using a shop cutter, sticking a cigar in their nose then returning it to a display box, and many many more!

Furthermore, few people truly understand what priming is, the importance of air curing, the magic of fermentation, the extraordinary skill it takes to blend and roll a cigar, much less the thousands of artisanal steps between seed and ash.   

But the real shame is the lack of activism and pro-activity of luxury cigar and pipe smokers.  After all, luxury tobacco can be a selfish pursuit, in that we enjoy it solely for ourselves.  It can be easy to forget that our beloved products, lifestyle and freedoms are constantly being demonized and  eroded by over-regulation and over-taxation.  No other profession suffers more punishment and threats from local, state, and federal governments.  And of course countless "health" groups, with hundreds of millions of dollars in their budgets, drive their mission to erase us from existence.  

Ultimately, the only way to combat these forces is through education and activism.  That activism can be as simple as sharing your passions with those who don't know any better, educating your peers, and of course supporting Cigar Rights of America so they can provide a political voice in Washington DC and at the state and local level.  

If you really love these products, then you must take a stand and be proactive.  Any loud mouth can pontificate about what they think they know, but only a Tobacconist University (TU) Certified Tobacconist has proven their fundamental knowledge.  The new TU Certified Consumer Tobacconist (CCT) degree is a historic and revolutionary way to prove your knowledge and join the fight for our freedoms at the same time.  The new CCT program can be purchased in the GET CERTIFIED section of the TU website for $100 and comes with a free one year membership to Cigar Rights of America (CRA).  If you are smart enough to pass the test, you will be a Certified Consumer Tobacconist and a member of the CRA.  There is no better representative of this industry than a CCT/CRA member and we encourage you to join our ranks and help us preserve luxury tobacco for generations to come!

THE CCT PROCESS

1. Accept The Consumer Code of Ethics & Standards & Apply for Apprenticeship

- After your $100 payment your apprentice listing will appear on the TU website and the CRA will initiate your annual membership

2. Study the TU Academic Curriculum at your own pace

3. Take the Final Exam* on the TU website

- if you pass you will be awarded your CCT degree and your website listing will be certified

- if you fail, you will be removed from the TU website, but your CRA membership will continue

* The TU Final Exam for CCT is 50 questions, multiple-choice and True/False.  It is the same length and difficulty as the original professional test for certified tobacconists which was used from 1996-2005.

Cigar Geek vs. Tobacconist

As we live in the 'golden age of cigar making' there are more educated consumers than ever before.  While both cigar geeks and tobacconists should be extremely knowledgeable, that does not mean they are one in the same.  Some tobacconists are cigar geeks, but not all.  In fact, there are probably exponentially more cigar geeks than there are tobacconists.  

Cigar geeks are characterized by their epic knowledge of cigar components, varietals, processing, brand info, and history.  Cigar geeks can devour all the information available on the internet, advertising, in forums, magazines, books, social media, and from fan-clubs for their favorite cigar brands and/or cigar makers.  Cigar geeks also travel to cigar farms and factories (e.g. Drew Estate Cigar Safari) and educational events like ProCigar in The Dominican Republic.  Many of these cigar geeks also communicate directly with cigar makers they have met over the years, and they will not hesitate to drop a name or two when it suits them.  If you would like to interact or observe this rare breed, you can find a high concentration of cigar geeks on social media (e.g. facebook, twitter, instagram) and at in-store cigar maker events.  Social media sites and in-store events provide the perfect outlet for cigar geeks to commiserate, share knowledge, pontificate, name drop, and chat directly with cigar makers and each other.    

A tobacconist is an expert in tobacco and all of the related accoutrements.  Tobacconists must have working knowledge of pipes, pipe tobaccos, lighters, humidors, humidifiers, air cleaners, cigar cutters, and of course, cigars.  As professionals, tobacconists must have a strong familiarity of our products and the ability to communicate their traits, features, and tailor that to a wide array of customers.  While many of the products we sell have subjective characteristics, we must be able to explain them to customers with varying degrees of experience and comprehension.  Tobacconists are in the business of hospitality and product knowledge, so they must balance facts and opinions.  In addition, tobacconists are 'experts' in dusting, cleaning, facing cigars, humidifier maintenance, taking inventory, more dusting, managing boisterous regulars, listening, asking questions, sweeping, mopping, problem solving, retail multi-tasking, and customer service.  A good tobacconist will have substantive knowledge about all of the products they sell, but it is impossible to be an expert on all of the brands in the marketplace.  

As tobacconists, we see cigar geeks almost every day but they represent a small, single digit percentage of our customers: they are a vocal minority.  Most of our customers don't read the magazines or industry websites.  They don't know all of the components of their favorite cigar or care who made them.  Most of our customers are in and out in a few minutes with a handful of cigars they will enjoy without over thinking or in-depth analysis.  Retail tobacconist customers, for the most part, enjoy a few cigars a month and the only thing they care about is whether or not they liked the cigar: true story.  

On the other hand, cigar geeks love to talk about the products with tobacconists and share their knowledge with other customers as well.  Cigar geeks often know more about new products and upcoming products than retail tobacconists.  In this regard, they can be helpful to tobacconists by providing insight and feedback about products and brands.  Every store can benefit from having a few cigar geek customers or tobacconists.  Their knowledge and passion brings a lot of value to stores and the cigar smoking community.  On the other hand, cigar geeks can have a very subjective and narrow perspective of the industry and marketplace; they tend to buy the hype, believe all the marketing, and have strong brand biases.  They have their own personal reasons for being cigar geeks and that influences what they are interested in, where they get their information, and what they believe.  

Tobacconists do not have the luxury of running their businesses from a highly subjective or opinionated perspective because that won't pay the bills.  Tobacconists must cast a broader net, understand the spectrum of clients they service, and provide compelling value to them.  In the end,  tobacconist success will be determined by the marketplace while cigar geeks only need to satisfy themselves.

Ultimately, this topic is important to TU because we certify tobacconists, not geeks.  We teach fundamentals and professionalism.  TU can help make you a professional tobacconist, but the path to becoming a cigar geek is a different personal journey.  Fortunately, tobacconists and cigar geeks have a lot to learn and benefit from each other.

Humidor Shopping Trays

If you are a retail tobacconist, do yourself and your customers a favor and provide shopping trays in your humidor.  Here are a few good reasons why:

1. Shopping trays encourage UPSELLING!  Because an empty tray yearns to be filled!

2.  Customers are limited by the amount of cigars they can carry in their hands: shopping trays increase the potential sale!

3.  Make it your custom to grab a tray when you go in the humidor to help a customer.  This practice shows panache, professionalism, and increases sales (see reasons 1 & 2).

While there are not many astute manufacturers providing branded shopping trays, you can create your own from large cigar box lids (see picture).  

Drive Your Business

Drive your business, don't ride it.  It's too easy to let your business coast.  It's too easy to react, play defense, and follow trends.  But great business people know they must be proactive, play offense, stay ahead of the curve, lead rather than follow, and drive your business forward rather than ride it out...  Being a great tobacconist means you need to think ahead, forecast trends, and educate your customers.

If you are selling what's hot on the interwebs or social media, then you are just reacting and following.  This strategy means you will be selling the same stuff all of your competitors are selling and you will fade into the sunset of mediocrity.  Constant improvement, bucking the trends, and innovation are the only way to stay ahead of your competition.  If the brands you carry are showing up on discount mail order sites, then you are behind the curve.  If you are buying what seems hot in social media, then you are reacting defensively.  If you are chasing ratings to fill your humidor, then you are becoming a generic retailer and the discount mail order industry will bury you.

Edit your inventory, vet your products, educate and enlighten your customers and you may succeed.  But don't play defense today.  It's 2015 and consumers are more educated than ever, so any great tobacconist must stay ahead of the curve... But a proactive business creates their own curve.  Don't react to the market.  Make your market.  Be about something (#beaboutsomething): educate!  Let your customers know you edit your products and don't carry the flavor of the month just to be trendy.

But all of this is not enough.  A business is only as good as their employees.  Employees who maintain standards are fine and sometimes we are lucky to have a few of those.  But great employees innovate, improve, and bring vitality to the business.  Ask your tobacconists to elevate merchandising, improve cleanliness/organization, find new products, and teach you something.  Retail tobacconists need to be innovative, proactive, and forward thinking.  If you are spending time trying to maintain standards then you are riding your business and reacting.  Challenge your tobacconists to DRIVE THE BUSINESS: take ownership and pride by improving your professionalism, service, and products!  Again, a business is only as good as its employees, so teach them to drive!

The Tobacconist Magazine Article

After months of research, travel, and writing, Greg Girard has written the most comprehensive article ever written about Tobacconist University (TU).  Mr. Girard, the editor of Tobacconist Magazine, interviewed TU Founder Jorge Armenteros and has managed to capture and convey the personality, character, and passion behind Tobacconist University.  While TU has over 1300 certified tobacconists and apprentices today, its humble beginnings started in a small retail location in Princeton, New Jersey in 1995.  Mr. Girard traveled to Princeton to interview Mr. Armenteros at the place where TU started and the story begins.

"Jorge Armenteros is the implacable force behind the only accreditation program for tobacconists. We take a look at how Tobacconist University got its start some 12 years ago and where it will be going in the next decade."

Mr. Armenteros states "... its a great privilege for the president of Tobacconist University to be interviewed by the editor of Tobacconist Magazine.  While I am thrilled to have our story told and be on the front cover, I only wish that we could have had a group photo of our 1300 plus certified tobacconists and apprentices on the cover instead.  TU is not about me and never will be.... its much bigger than that.  And if I do my job right it will outlive us all and continue to help preserve and support the luxury tobacco industry for generations to come".

This rare interview is published in the Sept/Oct issue of Tobacconist Magazine and is also being made available to the public on the Tobacconist Magazine website:  if you are interested in the past, present, and future of Tobacconist University, this is a must read!

WHAT'S NEW? R&D PA/CT Broadleaf!

What's new? What's new? What's new?  It seems like the most common question we get as retail tobacconists.  This week we are excited to tell you, R&D PA/CT Broadleaf is what's new!!!  These experimental cigars are now shipping to certified tobacconists throughout the US and they are amazing!

You can read all about the PA/CT Broadleaf in the R&D Lab, but we must caution you, these cigars are not for everyone!  They are robust, rich, and profoundly sweet with an intense spice.  If you love flavor, strength, and spice, then you are going to love these cigars!

An Important Message From The IPCPR CEO

The 83rd Annual IPCPR Convention & International Trade Show in New Orleans, July 17-21, 2015 will mark my first year as the CEO of the IPCPR.  And what a year it has been!  The threat of FDA regulation, never ending state tax and smoking ban threats, moving the trade show to New Orleans and the relocation of our headquarters to Washington, DC have kept the member volunteer leadership and dedicated staff super busy.  Change is happening.

Immediately after last year's trade show in Vegas, your IPCPR leadership got to work and drafted comments to the FDA regarding proposed language to extend its tobacco authority to additional tobacco products, including cigars.  That language included an "Option II" that would exempt premium cigars along with a definition of premium cigars.  That exemption, with some modifications to the definition, represents a common sense approach to government oversight given the primary goal of preventing youth access.  Minors are not even permitted in nearly 90% of IPCPR member shops.  Minors use of premium cigars is not a problem.  Regulating our small sliver of the tobacco universe make no sense and would divert limited resources needlessly.  "Option I" throws us into the same regulatory world as currently regulated tobacco products and would have a devastating impact on retailers and manufacturers alike.  Jobs will be lost.  Your IPCPR, along with industry partner associations has spent countless hours in front of Members of Congress and Administration officials making the case that regulation is in the case of premium cigars, a solution in search of a problem.  House Bill 662 and Senate Bill 441 represent our legislative efforts at exemption.  IPCPR has organized four Capitol Hill "fly-ins" where retailers can educate Congress face-to-face.  We also joined with Cigar Rights of America to meet with the Administration to make sure they understand how premium cigars are indeed, different from other products.  I wish I could tell you which way the FDA is headed and what language we can expect.  We believe we will see the final rule sometime this summer or early fall.  You need to join the fight!  Please go to www.ipcprlegislative.org where you can learn about the issue and easily send a message to Congress.

Also at www.ipcprlegislative.org you can take advantage of information critical to your business operation at the state level.  Every state has detailed licensing, regulatory, tax and other requirements.  You can find all this information on our website.  The ground war really is in the state capitols.  With our network of twenty-two state lobbyists and in partnership with the Cigar Association of America, IPCPR works hard to fight OTP tax increases and new smoking bans that hurt your business.

If you really want to help protect your industry and your business, you should join your peers in New Orleans in July.  The IPCPR show is the focus for new releases and access to products not found anywhere else.  You will also have the opportunity to learn from retail leaders from inside and outside the industry with our seminar line-up designed to make you more profitable.  We do want you to have a great time so we're bringing in the band, America, for our first ever IPCPR Cigar Bash.  New products, learning, networking with peers and great entertainment.  Sign up today at IPCPR.ORG.

The IPCPR will be relocating its headquarters to Washington, DC later this year.  (Why DC?  Read above!)  We purchased a three level commercial townhouse on the Senate side of Capitol Hill with easy access to Congress and a five minute walk to Union Station which serves both Amtrak and the Metro.  Having our currently dispersed staff under one roof will also help us serve you better.  We are including a meeting and event space so that we can host members of IPCPR when in town and also host Members of Congress for various functions throughout the year.  Currently we are finishing up the design work and will then go to the permitting process before the build out begins.  I am hoping for an August completion.  We really look forward to you making IPCPR your home when you visit DC!

Mark Pursell, CEO

International Premium Cigar & Pipe Retailers Association