Service Marketers; How?s Your Packaging?

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.

Kristin@emergemarketing.com

---

Top Five Tips For Designing Marketing Strategies That Get Results

"But this won't work" said Steve. "I've tried it in... Read More

The Marketing Plan and the Four P?s

The Marketing Plan section of the business plan demonstrates how... Read More

Marketing On The Cheap: Become a Joiner

Recently I wrote an article on the benefits of joining... Read More

Five Deadly Small Business Marketing Mistakes

Here are some marketing mistakes that take a heavy toll... Read More

Are You Marketing Backwards?

Marketing is like rowing a boat. When you know how... Read More

If My Work is Good Enough

"If My Work is Good Enough, I Shouldn't Have to... Read More

Logo Facts

What makes one logo better than another?Simplicity.A good logo works... Read More

How to Add Warmth, Color & Texture to Your Advertisements

"?A powerful agent is the right word?" --Mark TwainAnd what... Read More

Nurture Sales Leads with Direct Mail Marketing

Direct mail is a cost-effective way to make sales and... Read More

Promote your Business and Products through Submitting Articles to Top Web Sites

Articles submitted to online publishers bring your site new visitors... Read More

Postcards Work

What's the fastest, simplest and cheapest way to promote just... Read More

Marketing is More Important Than Expertise

Being a master of your craft, skill, or talent doesn't... Read More

Marketing Strategies: What Choices Do You Have?

Most business people want to see improvements in sales and... Read More

Recipe for Success

Special event and a special recipe- hand it out on... Read More

How to Size an Emerging Market

In developing their business plans, companies of all sizes face... Read More

7 Proven Tips To Market Your Cleaning Business

Marketing your cleaning business is something that you will already... Read More

Writing A Marketing Strategy

It is my belief that if anyone is to suceed... Read More

Direct Mail Still Works!

Direct Mail CampaignsDespite the proliferation of communication facilitators--mobile phones, faxes,... Read More

Competitive Research and Google

It all started out with an email message: "I am... Read More

50 Unbelievable Benefits Of Joint Venture Marketing

What Is A Joint Venture?A joint venture is an agreement... Read More

Why Surveying Matters

What is the single most important thing you can do... Read More

Youre Halfway There!...Or Not Part 1

The year is almost over and the last half of... Read More

Massage Therapists Can Now Make More Money

As a massage therapist, your income is usually limited by... Read More

People Pleasing Postcards

Why are more businesses turning to full-color postcards as a... Read More

Where Are Your Leads Coming From?

Most B2B marketers spend a great deal of time analyzing... Read More

Professional Marketing

Have you looked for marketing advice on the internet recently?... Read More

Successful Non-for-Profit Fundraising Letters Share Eight Qualities

You'll be encouraged to know that the art of writing... Read More

Top Five 2004 Required Marketing Tips Needed to Succeed

When marketing your practice, as well as designing yourbrochure, web... Read More

Doing it with Class!

Doctors do it, hair dressers do it, and salespeople can... Read More

Why Your Sales Copy Should Be Written As If It Will Never Be Read At All!

What is enthusiasm?Well, consulting good ol' Mr. Webster, you could... Read More

Focusing Your Marketing Efforts

One of my favorite quotes is often used to describe... Read More

Produce More Sales from your Email Promotions Five Ways - Part 1

Do sales come from your ezine regularly? How many well-written... Read More

Turbo-Charge Your Viral Marketing- Five Easy Ways

The world of marketing has changed. With increasingly better educated... Read More