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4 Reasons Your Product Presentation is Letting Your Company Down

4 Reasons Your Product Presentation is Letting Your Company Down

When a customer places an order with your website, or over the phone with one of your reps, there’s a promise that’s made. The customer expects their package to arrive on-time with all of the items they ordered included. While good companies make this happen, great companies deliver on their promises with style.

Consider the last time you purchased an Apple product. Did you notice how intricately, yet simple the devices were packaged and presented to you? There are many examples of great product presentation in packaging, which can help boost loyalty and revenue. Let’s look at four ways you can actually improve on your current product presentation right now:

1. Consider the Amazon Effect

Your customers have likely shopped with the world’s largest retailer: Amazon. Prices are affordable, delivery is fast and all of the information your customers need in order to make a purchasing decision is included in an easy-to-navigate website (and don’t forget the smartphone app!)

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When customers visit your website are they able to get all of the information they need? They’ve seen the best that the web has to offer. Is your company able to keep up? Make sure your online product presentation is spot on by:

  • Providing customer reviews alongside product details and price.
  • Making sure content is complete and accurate; especially product descriptions and dimensions.
  • Ensure that your pricing is competitive with other retailers and providers. Highlight potential savings compared to MSRP.
  • Use high-resolution photos that can be enlarged to give customers a sense of the product.

A company that delivers exceptional customer service by providing strong online presentation of products and services will enjoy a bump in revenue. Amazon alone earned $107 billion of revenue in 2015.

2. Frustration-Free Packaging

Have you ever purchased a toy for your child, or tried to open a package, and struggled with plastic that refuses to budge? Opening the packaging around a product is the first hands-on interaction with an item that’s been purchased. Shouldn’t that be part of your brand strategy for building loyalty?

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As I mentioned above, Apple does a phenomenal job of creating packaging that is sturdy, simple and aesthetically pleasing. The user experience just feels better when opening a sturdy package that easily slides apart to reveal the prize inside.

Plus, for elderly or disabled customers, packaging can be a real nightmare. Make life easier for all of your customers by minimizing bonded plastic, tie-downs and excessive adhesives.

3. Insure Proper Branding Consistency

As tempting as it may be to cut-corners and minimize cost, make sure that your product is packaged in branded shipping materials. A recent article on Sticker Mule points out the importance of including your company’s logo on shipping materials: “…Use your logo in strategic ways by branding your box as it travels across the country […] include extra tissue paper inside, and include user-friendly instructions for your product…” which increase the ease-of-use and brand recognition for customers.

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As Sticker Mule points out, your shipment is a representation of your company. If a product is shipped in a generic container, you’re missing out on an advertising opportunity. The quality with which items are packaged speaks to the care and value your company places in its customers and products. Don’t let your packaging send the wrong kind of message.

4. Provide a Personal Touch and Connection to Your Customers

When your customers interact with your marketing materials, are they overwhelmed with text and data points? Why not throw a picture of your team into the content? Break up the text and product information with something that shows your customers that you’re more than a corporate logo and name.

There’s a team behind the services your company offers. Your customers want to connect and feel like they’re doing business with someone they can trust. Putting a face behind the name increases customer trust and encourages positive brand sentiment. A study conducted by the E-tailing group in 2010 found: “While automation can be expedient, the resulting impersonal tone and risk of poor information are formidable … most importantly, merchants are missing an opportune moment to connect with current and prospective customers.”

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Your customers need to know there is a person behind the brand and product. They want to connect; don’t make the mistake of hiding behind automation.

Is Your Product Presentation Making the Grade?

When your customers interact with your company, what is their experience like? Are their items arriving exactly as ordered? Are your representatives going above and beyond to resolve issues? How easy is it for customers to unpack the items they purchase?

All of these questions can lead to insights that will boost your sales. Product presentation is about more than marketing, or customer servicing. It’s a witness to the attention to detail in your organization.

Featured photo credit: FryskLab/Flickr via flickr.com

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Ahmed Raza

CEO of Samurais.co

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Last Updated on March 29, 2021

5 Types of Horrible Bosses and How to Beat Them All

5 Types of Horrible Bosses and How to Beat Them All

When I left university I took a job immediately, I had been lucky as I had spent a year earning almost nothing as an intern so I was offered a role. On my first day I found that I had not been allocated a desk, there was no one to greet me so I was left for some hours ignored. I happened to snipe about this to another employee at the coffee machine two things happened. The first was that the person I had complained to was my new manager’s wife, and the second was, in his own words, ‘that he would come down on me like a ton of bricks if I crossed him…’

What a great start to a job! I had moved to a new city, and had been at work for less than a morning when I had my first run in with the first style of bad manager. I didn’t stay long enough to find out what Mr Agressive would do next. Bad managers are a major issue. Research from Approved Index shows that more than four in ten employees (42%) state that they have previously quit a job because of a bad manager.

The Dream Type Of Manager

My best manager was a total opposite. A man who had been the head of the UK tax system and was working his retirement running a company I was a very junior and green employee for. I made a stupid mistake, one which cost a lot of time and money and I felt I was going to be sacked without doubt.

I was nervous, beating myself up about what I had done, what would happen. At the end of the day I was called to his office, he had made me wait and I had spent that day talking to other employees, trying to understand where I had gone wrong. It had been a simple mistyped line of code which sent a massive print job out totally wrong. I learn how I should have done it and I fretted.

My boss asked me to step into his office, he asked me to sit down. “Do you know what you did?” I babbled, yes, I had been stupid, I had not double-checked or asked for advice when I was doing something I had not really understood. It was totally my fault. He paused. “Will you do that again?” Of course I told him I would not, I would always double check, ask for help and not try to be so clever when I was not!

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“Okay…”

That was it. I paused and asked, should I clear my desk. He smiled. “You have learnt a valuable lesson, I can be sure that you will never make a mistake like that again. Why would I want to get rid of an employee who knows that?”

I stayed with that company for many years, the way I was treated was a real object lesson in good management. Sadly, far too many poor managers exist out there.

The Complete Catalogue of Bad Managers

The Bully

My first boss fitted into the classic bully class. This is so often the ‘old school’ management by power style. I encountered this style again in the retail sector where one manager felt the only way to get the best from staff was to bawl and yell.

However, like so many bullies you will often find that this can be someone who either knows no better or is under stress and they are themselves running scared of the situation they have found themselves in.

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The Invisible Boss

This can either present itself as management from afar (usually the golf course or ‘important meetings) or just a boss who is too busy being important to deal with their staff.

It can feel refreshing as you will often have almost total freedom with your manager taking little or no interest in your activities, however you will soon find that you also lack the support that a good manager will provide. Without direction you may feel you are doing well just to find that you are not delivering against expectations you were not told about and suddenly it is all your fault.

The Micro Manager

The frustration of having a manager who feels the need to be involved in everything you do. The polar opposite to the Invisible Boss you will feel that there is no trust in your work as they will want to meddle in everything you do.

Dealing with the micro-manager can be difficult. Often their management style comes from their own insecurity. You can try confronting them, tell them that you can do your job however in many cases this will not succeed and can in fact make things worse.

The Over Promoted Boss

The Over promoted boss categorises someone who has no idea. They have found themselves in a management position through service, family or some corporate mystery. They are people who are not only highly unqualified to be managers they will generally be unable to do even your job.

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You can find yourself persistently frustrated by the situation you are in, however it can seem impossible to get out without handing over your resignation.

The Credit Stealer

The credit stealer is the boss who will never publically acknowledge the work you do. You will put in the extra hours working on a project and you know that, in the ‘big meeting’ it will be your credit stealing boss who will take all of the credit!

Again it is demoralising, you see all of the credit for your labour being stolen and this can often lead to good employees looking for new careers.

3 Essential Ways to Work (Cope) with Bad Managers

Whatever type of bad boss you have there are certain things that you can do to ensure that you get the recognition and protection you require to not only remain sane but to also build your career.

1. Keep evidence

Whether it is incidents with the bully or examples of projects you have completed with the credit stealer you will always be well served to keep notes and supporting evidence for projects you are working on.

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Buy your own notebook and ensure that you are always making notes, it becomes a habit and a very useful one as you have a constant reminder as well as somewhere to explore ideas.

Importantly, if you do have to go to HR or stand-up for yourself you will have clear records! Also, don’t always trust that corporate servers or emails will always be available or not tampered with. Keep your own content.

2. Hold regular meetings

Ensure that you make time for regular meetings with your boss. This is especially useful for the over-promoted or the invisible boss to allow you to ‘manage upwards’. Take charge where you can to set your objectives and use these meetings to set clear objectives and document the status of your work.

3. Stand your ground, but be ready to jump…

Remember that you don’t have to put up with poor management. If you have issues you should face them with your boss, maybe they do not know that they are coming across in a bad way.

However, be ready to recognise if the situation is not going to change. If that is the case, keep your head down and get working on polishing your CV! If it isn’t working, there will be something better out there for you!

Good luck!

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