How to Sell Coffee: 5 Marketing Tips

Having the best coffee is not enough, you've got to know how to sell it!

Specialty coffee has really made its way to the heart of the coffee industry since the so-called third wave started. Nowadays, many people are looking to buy coffee products with knowable origins and characteristics. They can get seriously picky about what they desire to buy. Most of the time, however, customers simply want to drink a cup of coffee. They’re not looking for exotic flavors or special processing methods. They just want to spend some good-quality time with friends or sip their way through the mornings before work.  That’s why, when it comes to selling coffee, understanding who your customers are and what they want is so important.

It’s also essential to understand the kind of product you’re selling. Some roasters might have unique roasts that don’t go well with most people’s usual taste, but that doesn’t mean that you can’t sell it so your customers can start appreciating the different sensations that come with each cup. Here are some tips to get better at selling coffee, both for coffee shop's owners and roasters alike!

Lay down your ego

For us, who really, really love coffee and all there is to know about it, sometimes it can be hard to look past ourselves and realize that not everyone is as interested in coffee culture as we are. If you dive into the market acting like your specialty coffee is better than everyone else’s because it was grown at very specific temperatures in the mountains of… no one cares. Seriously, very few people care about the characteristics behind every cup of coffee. They see coffee as a simple commodity that keeps them up during that eternal meeting at 8:00 a.m.

So putting your ego first will only stop you from being flexible to the market’s demands. You don’t have to sell low-quality coffee. You definitely shouldn’t, actually, but you’ll find out that by listening to what people have to say about your product, you’ll understand more about what they want, and you’ll even be able to spot new opportunities to explore within the market. Whatever you’re selling, always make sure that it’s good-quality, well-processed, well-roasted and well-brewed. People will be bound to like it, beyond the origins.

Educate about coffee through subtlety

Nevertheless, a good part of selling specialty coffee is making sure that people understand what makes your coffee special. Coffee education can be boring, and if people are not interested in it, to begin with, it can easily become a hard market for small businesses. So what can you do about it? Teach your customers about coffee culture without them realizing they’re actually learning. You could train your most passionate and charismatic baristas to talk about the brew they’re serving, or you could put little hard, sharp facts directly in the coffee mugs or cups so your customers can take the information with them.

Listen to your customers and make your products approachable

Don’t expect people to buy your coffee just because it’s very expensive and comes from Ethiopia. Give samples to true potential customers, listen to their opinions, and learn from their experience trying your product. Make it approachable so that they can give it a shot. The coffee industry tends to be a business that’s built upon customer trust. Consumers will most likely stay in their safe lane (trying classic flavors and brews) if they don’t know your brand very well. However, once you’ve gained their trust, you can start offering new and exciting products coming from all parts of the world. It’s all a matter of how you first introduce it to the market.

Understand your value

Now more than ever, people are aware of what they’re consuming. You can always work on people’s necessity to feel they’re contributing to a good cause or a good story. Words like “organic” or “fair trade” capture customers’ attention. Be sure to understand how you can differentiate yourself from your competition and exploit that. If you have a special edition, give it a name, market it as something completely unique, something only your brand can offer. At the end of the day, you’re not only selling a beverage, but also the opportunity to accompany people on their everyday activities and moments.

Use storytelling

After you’ve understood your value, the next thing you need to figure out is a way to communicate it. Storytelling is perfect for it. As we said before, coffee is sold thanks to customers’ trust, so you should definitely do what you can to connect with your consumers. Tell the story of how your brand came to be, of its values, and what makes you different from others. Communicate the same story all across your platforms, social media and advertisements.

Understand your customer's needs.

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That Coffee Roasters

Phone Number: (305) 821-8811

2697 W. 76 Street, Hialeah, Florida 33016

Facebook: That Coffee Roasters

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