Navigating the Coffee Setup Buyer’s Journey
I want to share my Coffee Setup Buyer’s Journey and analyze it from a sales and marketing perspective. It’s amazing that even with all of the knowledge I have, emotional decisions and biases still played a part in the decision-making process and how marketing and sales assisted (or at times could have assisted) me in finding the best solution.
Problem Identification: The Steep Cost of Convenience
My wife and I realized we were spending a surprising amount on Nespresso coffee pods. It might not sound too lavish at $1.25 per pod, but when you add it up, if we’re both enjoying a cup per day, that’s $2.50 a day, roughly $75 a month, and around $1,000 a year. We realized this was an absurd amount to be spending on coffee made at home and decided to reinvest this money into a solution that offered both value and quality.
Marketer’s Insight:
- Understand customer value perception and frame pricing accordingly.
- Highlight long-term savings to make one-time investments seem more appealing.
The Consideration Phase: Down the High-End Rabbit Hole
Our initial solution was simple: acquire a high-end coffee and espresso machine. A refurbished machine email promotion acted as a catalyst that led us further down this path. We were sure it would give us better quality coffee and save money in the long run. In crunching the numbers, between $500 and $800 seemed like a viable investment. Given our annual Nespresso expenditure, we could justify the cost within a year, including the cost of coffee beans. But just as we were on the brink of purchase, we came to a halt. This halt could have been avoided by the common sales tactic known as the Puppy Dog Close.
The Puppy Dog Close: Almost Hooked, Line, and Sinker
The Puppy Dog Close is a sales tactic where the customer takes the product home on a trial basis, confident that once the customer uses it, they won’t want to give it up. This approach plays into the psychological aspect of risk aversion. Before experiencing the product, most potential customers perceive a certain level of risk in terms of the product’s value and suitability for their needs. This perceived risk often makes them hesitant to make a purchase and more likely to explore other options. Once they have the product in their hands and have experienced it, the perceived risk diminishes.
We called the company, and a sales representative told us we couldn’t try the machine and would face a restocking fee if we returned it. Had we had the machine in hand, and seen it deliver what I suspected it would (and after tasting the coffee), there’s a good chance we would have made the purchase AND been happy. Yet the limitations of not being able to try it, coupled with the prospect of a restocking fee, held us back. This made us stop to consider, and as my mentor says, “Time kills all deals.”
Marketer’s Insight:
- Address customer pain points directly to build trust.
- Offer trial periods or address common objections in marketing materials.
- Consider flexible return policies to reduce customer risk aversion and potentially close sales.
Returning to the Consideration Phase: The Reddit and YouTube Influence
A trip down memory lane reminded me of my time as a barista, using simpler brewing methods like the French Press. Back to the drawing board we went, diving deeper into research, drawing on Reddit communities, and following influencers like James Hoffmann. His expertise, passion, and deep dive into everything coffee—from different types of coffee and roasts to temperatures and brewing methods—was infectious.
Here, we can see an informal competitor analysis in play. I evaluated alternatives such as the French press, v60, Aeropress, and Clever Dripper based on my specific needs. Influencer endorsements and community feedback played a significant role in the decision-making process.
Marketer’s Insight:
- Be aware of conversations about your brand and competitors in online communities and influencers.
- Engage with influencers and maintain a positive online presence.
- Utilize endorsements and community feedback in marketing strategies.
Decision Phase: Arriving at the Perfect Solution
It was a blend of expert content, reviews, community discussions, and eventually social media remarketing ads that guided and reinforced our choice of the right equipment—a burr grinder, an electric kettle, a scale, a coffee bean canister, and a pour-over brewer. We found a high-end brand that perfectly aligned with our taste (see what I did there?) and interest. The total cost? Less than $350, with each cup costing less than 30 cents (50 cents if we’re going crazy). Our zigzagging customer journey had led us to invest less than our initial consideration, and we arrived at a setup that suited us far better and was more sustainable in the long run.
Our winding customer journey was not only a search for the perfect coffee setup but an ongoing competitor analysis as we weighed different products against each other.
Marketer’s Insight:
- Understand that modern buyer’s journey often involves comparison shopping.
- Ensure information about your product, especially comparisons with competitors, is easily accessible.
- Encourage satisfied customers to share their experiences.
- Actively engage with customers online to build relationships.
The Ultimate Coffee Experience: Beyond Expectations
Today, our new coffee setup is not just a part of our morning routine, but a delightful, tailored experience that leaves our taste buds and wallets happy. Plus, our sleek, matte black coffee equipment is a statement piece on our kitchen counter.
This journey underscores the power of marketing in guiding decision-making. Moreover, it is important to recognize that the customer journey has become more complex these days. Consumers have varied preferences and paths through which they want to engage and move. As a marketer, it’s crucial to accommodate these preferences and create a customer-centric approach that allows the individual to have a seamless and personalized experience. In marketing, aligning strategies with business objectives is vital. Learn more in my post on aligning marketing with business goals.
Fostering goodwill in the community, engaging with influencers, and delivering quality products all powerfully shape customer perceptions and decisions. Catering to the modern complexities of the customer journey can ensure that they are provided with options that best suit their needs and wants. This, in turn, can translate into creating a loyal customer base.
As a sales manager and marketer, analyzing my buying journey is a fresh reminder of consumer behavior, the strength of communities, and the value of authenticity and expertise. In fact, if you’re curious about how I’ve enhanced my content marketing strategies in recent times, take a peek at my post on achieving breakthrough results with new content in my first 3 months.
If you enjoyed this analysis and found it insightful, let’s grab a virtual cup of coffee and chat more about the fascinating world of sales, marketing, and tech, including the nuances of the modern customer journey. After all, there’s nothing like a great conversation over an even better brew.
