For the most part, he was doing his job... the coffee beans is so that it "refreshes" your nose so that you don't jumble up the colognes (you know how after a while, all colognes might start smelling the same). It's a common practice done everywhere - from Macy's to JCPenny and the like.
Having worked in retail (though not the fragrance business), I can tell you that sometimes you are forced to "push" something even if you don't believe in it. His boss might have told him to try to sell the DdV to customers so that's probably what he was trying to do. Usually when I go cologne shopping, I try to impress the salespeople by telling them stuff only cologne fanatics would know - as in identifying the top notes, mentioning other colognes by that company, etc etc... that way they know they're not messing with some amateur that they can try their sales pitch on.