Why People Buy Stuff
There’s no magic formula or tricks and tips for sales. People buy things for a reason, it’s science. So when you find yourself baffled as to why you have flat or declining beer sales, you can blame science. Now, it’s not all science’s fault that you aren’t selling more beer, but it's the fact that you have neglected the science behind consumer purchase behavior, AKA why people buy stuff.
Understand the science behind purchase behavior and you’ll understand how to sell more beer. Not kidding, it’s that simple. The problem is that most people don’t take the time to learn about the buying behavior or whatever it is you’re selling is so popular that you don’t bother to think of why you’re selling so much stuff, because you’re selling so much stuff. Ding, ding, ding...cue the craft beer industry’s current problem with sales (outside of making a sub-par product or having QC issues).
We have all been selling so much stuff for the past 5 plus years, we’ve forgotten the fundamentals of sales - know your customer and know why they need to buy your stuff.
People buy with emotion (see below) and justify with logic (reliable, consistent high quality beer), so if your brewery can hone in on the right customers (we talked about that last week in Stop Selling Your Beer) and cater to the right emotions that might trigger a purchase, you can unlock the door to easier beer sales. So what are those emotions? Let’s take a look at a few.
Safety: people are wired for survival. You think this doesn’t apply to beer? Fear of missing out also applies to this category. Ahem, I’m looking at you special release folks with the lines around the block.
Adventure: people like to take calculated risks in public, that’s why there’s Jeeps and rollercoasters and skydiving. People also love to show off their adventure prowess. Ever brew a beer with super aggressive hops? A hazy IPA back when that was a new thing? These are your first adopters, the ones game for just about anything.
Acceptance: if you’re on social media, there’s no need to explain this in full detail. People liked to be liked, and if you show your beer preferences to others, they want you to “like” it so they feel good
Relationships: this is an innate human need for connection and includes associating yourself with “sour drinkers” and “hop heads.” This is why craft beer drinkers in general are so passionate about our industry as a whole, we’re part of a special club.
Sense of purpose: if you’ve ever hosted a charity event in your taproom, you’ve pandered to people’s sense of purpose. It’s the human desire to do something of significance that’s bigger than themselves, the desire to give back to their community.
Education: people like to present themselves as looking “smart.” So when I choose to drink your mixed fermentation one off with enough Brett to smell like cat piss, I’m showing the world that I know my shit or at least more than the person next to me. Ever wonder why people chime in so quickly with their own opinions or educational tidbits at beer festivals or in your taproom with people they don't know? They want to feel smart.
Figure out why your customers buy the way that they do and you won’t struggle with beer sales, because you’re giving them what they need, not forcing something on them that doesn’t fit, like a shoe that’s too small. If you feel pushy in sales, it’s probably because you’re selling to the wrong person for your brand or selling them something they don’t innately need.
More next week - cheers friends,
Julie
Like all this science stuff? Awesome, then put this in your ears.
I talk more about the science of beer sales with my friend Jeremy Storton from the Good Beer Matters Podcast in Episode 46: Exploring Better Beer Sales, I would love it if you listened as there is a lot of really great takeaways in here about beer sales, connecting with consumers and buyers, and why good beer matters. And don’t forget to subscribe to his amazing podcast!