Packaging, Think out of the Box!

Do not underestimate the importance of packaging.  It is what will make the consumer pick up your product... or not.

Visit several stores to see which products grab your attention first. Are you curious about them or do you pass them by? If you want to know more about the product, then its packaging design has somewhat done its job. Next, the packaging should fully explain the product. The packaging can be cute, beautiful, expensive or cheap but it needs to do its job. I am holding an Oil of Olay bottle. On the back it clearly explains how to use it and what your expected results will be. Their logo is clear and large on the front side.

Packaging speaks to perceived quality of a product.  If your packaging includes the vital elements then what you are left with is the image.

I have worked with a manufacturer whose product is beautiful but their packaging cheapens it. In addition, due to poor packaging you cannot tell what the actual product is used for or made of. 

Your packaging doesn't have to be the most expensive but it needs to be suited to your product. I have seen beautiful woven items placed in clear bags tied with beautiful expensive ribbon along with a custom design tag that make a beautiful statement. That is not expensive packaging. That company thought about consumers and what they would want to see. They considered the types of stores (boutique or mass) that would be stocking their products.

Let's say you offer unique bath products that have proven selling scents and you want to grow your company.

Good sales representatives are not a dime a dozen. Great sales reps can be made but it is through the marketing (now called branding) of the product line this will happen. Years ago I was told that marketing is the largest cost a product will incur. I did not understand the comment at the time. After working with numerous product lines, each with varying degrees of name recognition, I now see the issues.

So much is important.
1. A sales rep cannot sell what they cannot show. Make sure there is an organized catalog*. This is to show the breadth of the line.
2. A sales rep cannot sell what they cannot show. Sales reps must have current samples to show for quality reasons. Do not overload reps with product. They need small representative items. Retailers want to see the quality they can expect to receive.
3. Ship when you say you will. Nothing kills an order and potentially a product line like changes in shipping. Unless what you manufacture is a commodity, buyers order lines for specific seasons and holidays. Your retailers will get a bad taste in their mouths every time a ship date is changed. Retailers will lose confidence in your line. If you are having manufacturing issues, take everything into account when you release a new ship date so that your reps will only have to update the customer once on that particular item. It is the kiss of death to keep moving ship dates back.
4. Reps are your ears on the ground. If a rep tells you something you don't want to hear, don't shoot the messenger! They are simply conveying what they hear about your product line from customers. Perhaps there is some merit to what they are telling you. Many times this may sound like complaining... but it isn't. Reps hear suggestions about lines constantly. A good rep will communicate this information to you. If you become defensive, your rep will not feel like a member of your "team."

* Online catalogs are fine but what tools will our rep have with them when they are physically in front of the customer?

Well, it is time for this rep to get back to work. I'll write again soon.

Before Market

Here it is just weeks before market. I know our showroom is busy organizing and displaying our product lines...but I have to wonder if all if our lines have shipped their merchandise to them. If they have not they are missing a HUGE OPPORTUNITY! Send your samples early when the key showroom people are planning what lines & products will be featured and where. If you don't have all of your physical samples, phone them and email them photos of what will be coming. Give them an accurate date they will have your samples in hand and make sure it is a week at least before market starts. No one can sell what they cannot show.

1. Send New Product to Showroom
2. Send Updated/New Catalogs to Showroom
3. Send current files with new product/pricing for Accounting/Sales System
4. Create any market specials you want for retailers or sales reps

Level your Expectations

Once your sales reps have the tools and incentives to suceed, give them the time they need to cultivate sales. Sales reps will be able to tell you how much they will able to sell and expand your base within a couple of weeks.

Early in 2011, we worked with a manufacturer who we all felt could become a high revenue line. Their product was well made, they offered a shipping special and their price point was reasonable. Three months later it became hard to reach them by phone and virtually impossible by internet.  Four months later we are no longer working with this company.

The sales reps were disappointed because the product/line potential was there. Just like with growing crops, you need to tend the land. But before you tend the land you need the tools.

Sales tools did not arrive until six weeks later. By this time, sales reps were organized without their line and  future appointments were made. Each added the tools into their arsenal and begin calling on companies.Those powerful weeks after market were gone. Time was wasted.

So, four months into this relationship the company bailed from the showroom because the sales reps had not sold enough. Don't be shortsighted.

Time is Money

I was raised hearing "time is money." More accurately my mother used to say "time is marching." They mean similar things to me. Time is important. How quickly you complete a task can determine success or failure.

Each sales representative has their own time table they work on. For me, due to prior commitments, I travel very little during the first quarter of the year. However, from mid-March through June I am traveling constantly. I have a large region to cover and most likely will have ONE OPPORTUNITY to introduce new lines in person to everyone. If they like what they see I may have more chances. However, if a new line has not sent me samples and a catalog when I visit 'Morgan City, LA,' that opportunity will be lost.

It may be inconvenient to get literature and samples to sales reps quickly. It may feel like you are rushing to do this and then - nothing. But it is only your product that is not being sold or shown. Others are. Sales reps typically pay for their gas, hotel rooms, and office supplies themselves. If you want to operate on your own schedule, hire your own sales staff and pay them a salary plus commission and expenses. Otherwise, do yourself and your sales representatives a favor and help them help you.

A Retail Lesson Learned

Today I met with a quite successful small retail business owner. This lady had a very large well-stocked gift store. Her products range from Vera Bradley to frames to baby items to spa items. She has it all out and there is a rhythm about it. It does not come across as a hodge podge but rather guides you from area to area. In addition it was easy to nice how friendly and attractive all of her staff was.

Watching her select from my product lines I jokingly said "I don't know how you can buy so well and so quickly." She laughed and said experience has taught her that you must always make a statement with  line or you will doom it. One of the hardest lessons she learned was that she cannot just pick a few products in a line and hope it moves. She stressed how important product displays are to the success of her business. This lady knows how to buy. It is all very calculated and organized in her head. It was impressive.

We don't need a catalog. True or False?

Updated printed sales sheets and catalogs used to be the norm for highly successful products. With the advent of the internet, some companies now translate what they post to the web as their catalog. They believe that having something in print is an unnecessary expense. Contrary to this, catalogs and sales sheets are a necessary tool you should not skip over.

For business direct to consumer, online catalogs and websites work well but if you are wholesaling your products you may be missing much of your market. Whether your potential retailers visit the Market Showroom you are in, your road reps visit them or you work directly with Sales Reps there always needs to be a current leave behind.

Just having a catalog does not solve all of the issues.  Ideally, sales representatives will receive a new catalog just before market so they can get acquainted with the products/prices. They should be (at worst) in the showroom updated for each market and at each sales representatives door step when they arrive home from market.

Your sales sheets should take advantage of the various selling periods throughout the year. Any promotion you have should be accompanied by a sales sheet to assist your Sales Representatives. Anytime there is a new product display, that should be featured.

So, TRUE, if your company is trying to get shelf space in retail gift stores.


The best catalogs show actual photographs of the products and descriptions of what they are. Separately have a price list that corresponds to your visual catalog that can be updated as needed.