When a shopper picks up a product in a store, what's the first thing they notice? The packaging, right? The same holds true for someone buying a service.
Yet instead of a folded carton with colorful graphics, you are the packaging for your service business. Intangible points of contact, including your clothes, your briefcase, maybe even your breath, all burn a lasting image in your buyer's mind.
Here are some of the more common packaging elements all service marketers should pay attention to:
Your clothes
All your technical expertise won't mean diddly if you wear a tie dye t-shirt and striped bell bottoms to your first client meeting. "Always dress better than you need to," says Sue Morem, author of How to Gain the Professional Edge; Achieve the Personal and Professional Image You Want. "Even when dealing with a casual company, remember you are not a part of that company; you're an outsider." If you're not sure what to wear, find a personal shopping consultant.
Briefcase
I've seen people use briefcases that looked like they carried the first batch of Pony Express mail. Resist the temptation to use that briefcase Uncle Joe bought you at Wal-Mart and instead invest good money in one at a reputable luggage store.
Briefcases are one of the few personal effects almost every business person carries into a meeting and this simple item speaks volumes about your image.
Your notebook
When you pull out some paper to take notes, do you pull out a sturdy, professional looking notebook or just a pad of paper? This item, which sits on the table throughout the meeting, may go unnoticed by many of your buyers. But then again, it may not.
Etiquette
Saying please and thank you. A firm handshake. Looking someone in the eye when talking to them. "Etiquette is the equivalent of the ribbon and bow on a package," says Morem. "Good etiquette lets others know you are in control and finishes off your image." For a good primer on professional etiquette, consult her book.
Proposal covers
Up until five years ago, I routinely faxed my proposals to prospects. Then, one of these prospects said to me "Jay, I have two proposals here. One is handsomely bound and the other is faxed. Which do you think I should go with?" Point taken. When final packaging your proposals, estimates or RFP's, use the highest quality binding system you can afford.
Envelopes
Do you still hand-address your envelopes? A lot of business people I know do and I sure wouldn't penalize them for it. But if your competitors are ink jetting their envelopes, your image will suffer ever so slightly.
Email address
What image does your email convey? If your email address is studmuffin@yahoo.com or hottie@hotmail.com, you might take a step back and ask yourself, what image does this convey? If you're after a professional image for your service business, and you have an email address that doesn't synch up with this image, you might want to consider upgrading it.
Domain name
These days, with the costs of taking your business online dropping precipitously, your business really should have its own domain name. I'm not knocking AOL or Yahoo. But if you want to project the image of an established business that operates in a professional manner, having your own domain name is a giant leap. For more information about availability of certain domain names, visit InterNIC at www.internic.com.
Email fonts and colors
I've received some very professional looking emails. I've also received some emails that were laughably amateur. Increasingly these days, buyers and sellers make initial contact through email, and casual fonts or background colors that bury the body text penalize you right from the start. Consider your email address and template as "wrappers" for your business and treat them accordingly.
Voicemail greeting
Talk about a moment of truth for your business. The vast majority of business calls (including calls from your prospects) reach voicemail, thus underscoring the need for a professional, well-crafted greeting. Don't have your daughter recite her new poem or feature a rap version of "Old Lang Syne". Keep it simple?and professional.
Punctuality
At the root of being on time is respect; respect for someone else's time. So, be on time for all appointments. If you do run late, call and let someone know. If you're running a meeting, end on time or announce that the meeting may go longer and give anyone an opportunity to bow out.
If you think any of these packaging elements aren't worth investing in, then you've missed my point. Each one of these is a defining contact point between your service business and your market, and forms an important element of your packaging. Pay attention to your packaging; your buyer will.
About The Author
Jay Lipe, CEO of EmergeMarketing.com and the author of The Marketing Toolkit for Growing Businesses (Chammerson Press), is a small business marketing expert who helps companies grow faster. He can be reached at lipe@emergemarketing.com or (612) 824-4833.
![]() |
|
![]() |
|
![]() |
|
![]() |
I am doing what you do, sitting at my computer,... Read More
The single biggest, non-renewable asset you have is your time.... Read More
We live in an unprecedented era of communication. Because of... Read More
I do think that it is entirely possible for an... Read More
Marketing is a vital aspect of a business' operations. It... Read More
If your members, parents or donors wear clothes, watch t.v.... Read More
Ted Nicholas is a marketer with a proven track record.... Read More
Most of us are used to the concepts of risk... Read More
1. Personal Fundraising letters are about as personal as you... Read More
What if there were things you could start doing now... Read More
If the promotional items you give out end up in... Read More
As a business professional, you probably realize the value of... Read More
As best you can, answer the following twenty-five questions. There's... Read More
Wondering if your marketing message is dancing in the spotlight... Read More
Referrals are an extension of Networking. If people like you... Read More
Today I've decided to share with you a new word... Read More
The telephone enables a credit manager to make many contacts... Read More
What if -- every time you had a networking appointment... Read More
Market research is a critical component of any marketing strategy.... Read More
Where to Start:Most novice marketers have definite fixed ideas about... Read More
Ten Breakthrough Marketing Ideas1. Create a directory of web sites... Read More
A simple answer to that is: Yes, Marketing Miracles happen!... Read More
Want to learn how to lose a billion dollars?Just follow... Read More
Business cards are such wonderfully creative little marketing products. Most... Read More
As the American economy emerges from recession, many businesses are... Read More
If you really want to pull more profits from your... Read More
Why are more businesses turning to full-color postcards as a... Read More
5000 B.C. -- somewhere near a cave in MontanaOg the... Read More
In today's competitive (sometimes cutthroat) marketplace, savvy business owners need... Read More
One of the most powerful, yet over looked weapons in... Read More
There comes a time in every small businessperson's life when... Read More
Anybody that frequents shopping malls are familiar with the bar... Read More
Want to get Better at your Marketing today?For many service... Read More
Is your business experiencing a summer time slump? Traditionally only... Read More
The lowly postcard?it's more than just a "having fun, wish... Read More
One secret to a site that sells: Look at your... Read More
One of the most rewarding, inexpensive, under-used, and effective methods... Read More
Your market is not everybody, as so many small businesses... Read More
Most marketers believe that anything is achievable if you are... Read More
Motivating strangers to give their money away is one of... Read More
The highly entertaining Donald Trump's search for an apprentice turned... Read More
HOW YOUR LIST AFFECTS POSTAGE COSTS AND WHAT YOU CAN... Read More
Now that you have had a chance to create a... Read More
Marketing is like rowing a boat. When you know how... Read More
Entrepreneurs pay a lot of attention to the mechanics of... Read More
The telephone enables a credit manager to make many contacts... Read More
One of the basics of all marketing and advertising training... Read More
You'll be encouraged to know that the art of writing... Read More
Why give freebies?We have all seen freebies at trade shows... Read More
I enjoy cleavage as much or even more than the... Read More
One of the hardest jobs in fundraising is crafting original... Read More
There are several color formats and systems available for mixing... Read More
How many of your customers are loyal customers? More importantly... Read More
I had a telemarketer call me recently. Here's a rough... Read More
Have you ever heard the saying, "Give and you shall... Read More
Thank-you letters are one of the most important letters that... Read More
What if -- every time you had a networking appointment... Read More
The Building Blocks to Successful MarketingIt's More than Sales and... Read More
What if you've done a variety of marketing activities over... Read More
In today's competitive (sometimes cutthroat) marketplace, savvy business owners need... Read More
None of us have enough time in the day to... Read More
Same old same old just doesn't sell anymore. To... Read More
Have you created a marketing plan for your Website? If... Read More
Do I need a web site? That is the question... Read More
Starting a new online business, developing a new product, launching... Read More
Under normal circumstances, you'd shout it from the rooftops. After... Read More
Marketing |