| Remember, 'Package' is simply your face to the | | | | away--possibly even alerting the customer to any sale |
| customer. The smart small business marketer is | | | | or clearance items. This is a modified way of probing |
| always open to new ways to keep that face looking | | | | for a cross-sell at the very beginning of the sales |
| its best. | | | | encounter. |
| Because Package is about presentation, it involves | | | | - Another idea is to take your most perceptive |
| every physical detail of your store; but it also is very | | | | employee and stand her up at the front of the store |
| much the interplay between customers and staff. It's | | | | during downtime and have her pay a compliment to |
| why you can walk into two different fast food | | | | each and every person that comes in. Can you afford |
| franchises belonging to the same chain and utilizing the | | | | to do this every minute? Of course not--but even if |
| same signage and pricing and floor layout and yet | | | | you could do it an hour a day just think how much |
| receive a totally different impression of each shop | | | | goodwill you'll create--and what a boost you'll give to |
| based on how the staff treats you in them. | | | | your customer attitudes. |
| We urge you to brainstorm with your Bloom Team | | | | You can do the same with merchandising, |
| and dream up one or two small package variations to | | | | client-seating and many other aspects of your |
| test. Remember, we're not talking Brand, here; we | | | | package. Sometimes just the smallest changes in your |
| don't want you to overhaul your entire image in this | | | | presentation to the customer can bring unexpected |
| exercise. Instead, let's fine-tune the way you present | | | | results. Like many things in small business, you have |
| your brand. | | | | the ability to make adjustments that big companies |
| Some ideas: | | | | can't, simply because you are closer to your customer. |
| - If you use PowerPoint in your presentations, | | | | Remember, testing is the key here. Experiment, |
| rearrange the slide order, to see if that affects your | | | | evaluate, then abandon what doesn't work and test |
| audience. If you can, have a partner or co-worker | | | | some more. It's all part of the ongoing process to |
| watch which sequencing better holds your audience's | | | | improve your small business marketing. Never-ending, |
| attention. | | | | isn't it? |
| - Do you let a customer browse a bit before your | | | | Remember: Brand (who you are) + Package (your |
| salesperson engages her? Maybe alter the timing so | | | | Face to the Customer) + People (customers and |
| that the sales staff speaks to them right | | | | employees) = Marketing Success. |