1. Guinness cultivates its energy
Brands build sales by leveraging a strong legacy dedicated to customer loyalty and devotion. Arthur Guinness created the Guinness brand in 1759. He established the brewery and signed a 9,000-year annual lease paying 45 British pounds, or $75.60. Talk about thinking long term! From that humble beginning, the company has built a venerable reputation that it cherishes. The brand uses the symbol of the harp, and proudly refers to the founder’s wisdom and dedication to quality.
2. Guinness is premium-priced — and proud of it
Guinness is not designed to be cheap. Instead, it is proudly priced above other brews. Some even say that Guinness is not beer — it is Guinness, creating a unique category where there is no competition. Successful sales people know that a premium price keeps you above the competition when you back it up with strong reasons for the price. Instead of competing on price, the best salespeople compete on benefits to the customer because of how the product is created and maintained.
3. Guinness has a loyal following
Successful salespeople know that they need to cultivate and nurture their loyal followers. Guinness has a die-hard legion of people who revere their consumption of Guinness almost at a religious level. They even have rituals around how it should be poured “properly” — and yes, that is the word they use. I’ve seen Irishmen get upset when a less-knowledgeable bartender makes the egregious error of pouring a Guinness the “wrong” way. Guinness’ loyal following rivals that of Apple or other iconic brands today.
4. Guinness is more than just a product
Sales grow when you have a range of products around your core product that enhance the culture and generate excitement with customers. Guinness is a culture. The marketer in me was amazed when I went to the Guinness Store and saw the wide variety of related merchandise. The mugs, jackets, hats, bottle openers and other kinds of buying opportunities were most impressive. They even had specific products for women and children.
5. Guinness is infinitely renewable
Successful salespeople continue to find ways to renew their product’s use and worth for customers. Even though loyal customers have had “a pint of the Guinness,” as I heard many Irish people say, they seem to have room for yet one more. This continues the growth of the company and the continued renewal of the culture. Successful marketers find ways to make a company’s products exciting for long-time followers to continue to renew their devotion.
