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.

Who is Mabyn Shingleton?

Sometimes I need my drive to be put into perspective for me. My husband is right. I live off of trying to make things better. That represents the best and worst in me. My vantage point is excellent since I have owned a company and understand the obstacles with that, my fields of expertise have included public relations and marketing with a special emphasis on the computer graphics end, I have been involved in creating and manufacturing a product and finally, I have been a road representative and showroom representative. I recently had a former employee engage me to help him with a customer of his. He introduced me as a "branding expert." I was highly complimented.  It is definitely a strength I have. 

However, it is hard to tame the beast in me. I see things so clearly. It is impossible for me to "just be a salesperson." I want to help the product line I work with, showroom (if I am working for one) and most of all the customer.  I think I'll just keep writing thoughts on this blog. 

Pay timely

Does it matter if you pay your Sales group (Showroom, etc) regularly? YES. It may be subliminal but if you do not regularly pay the fees & commissions you owe, it will affect future sales. Always make your sales team feel that they MATTER to you. Paying them timely and regularly is a very important business aspect. If you agree to pay monthly, pay monthly on the day you are expected to. Everyone has bills and your showroom has to pay the fees for the space they have, any promotions they do and their sales reps have to pay for business supplies, hotel accommodations and gas. If it hurts you a little to get this done, realize that it will pay off big in the future.

Choosing a Sales Group

Let me help you decide what the issues may be if your sales are lagging from where you expect them to be. Many factors make up the mix to well selling product lines. It may or may not be your showroom. Ask yourself the following questions.

Your Showroom -

1. Is their general reputation good or bad?
2. Is their sales team cohesive or out to get one another?
3. If they work digitally, have all their files been updated to their system?
4. What services does your showroom offer?
5. Are your best selling items/newest items prominently displayed?
6. Do you make sure to check to see if you need to send current catalogs prior to each market?
7. Does your showroom have your latest (and/or best selling) products on display?
8. Do you get your materials/products to the showroom well before gift markets?
9. Sales representatives - Have you supplied each of them with sales/promotional materials and samples?

Your Sales/Promotional materials -

1. Do you have a printed catalog/current sales sheet? 
2. How often do you offer promotions? How are your customers and sales team informed? 
3. If appropriate, do you offer display packages? 
4. Do you regularly communicate with your sales team? Do they know how you would sell your products?

Your Accounting -

1. Silly to say, but have you regularly paid Showroom Fees? 
2. Are you current with paying Commissions? 

Business is business. It costs you to manufacture and it also costs to market your product line. Many sales reps are paid strictly by commission. This means they need as much marketing support as possible. They provide all of their road expenses so making sure commissions, fees and bonuses are paid is very important.

If you are at the point to work with a sales group, make sure you are ready to give them the reins to really market your product line. Be as organized and communicative as possible. How fast will customers receive the product? It doesn't have to be in 24 hours but the sales representative DOES need to know the achievable turnaround. Good luck, there are many good showrooms out there.