Business Articles

Impress Your Customers With Great Images

By Linda McKendry

Goods to be Sold, Must First be Seen!

Whenever I begin a seminar with the words, "Goods to be sold, must first be seen." you can feel the reaction of the audience thinking, "Tell us something we don't know!" But in all my years of training and experience in helping merchants sell their goods and services, I am amazed at the way in which shoppers are shown the 'goods to be sold' and the merchants wonder what's wrong with the products! Nothing is wrong with any product. It's just the way in which it is seen... or NOT as the case may be!

If something isn't clearly visible, or isn't in the light; if it's being hidden by another item, or it is being up-staged or competing with the item next to it, then confusion can be created in the mind of the prospect or shopper. We have a saying, "A confused mind does nothing." And that's true in the shopping experience. You want all your goods and services you show to be visible... in the best light and location with all the props and signs that help to direct, inform and promote.

You may have noticed that I have referred to 'services' as well as 'goods'. This is because even if you are selling an intangible, like Financial Planning or Consulting, you are still going to need the basic business card which has an image and will make an impression. You also have support materials such as brochures, catalogues, charts, information about the corporation, and images showing people responding positively to the experience of working with someone like you. The one image that has the greatest potential to influence and create a great impression is the way you look! The way you are dressed, your grooming, your hair style, your makeup and the mannerisms you use, such as smiling, making eye contact, or shaking hands. All these things are VISIBLE! You are on display for your product and service.

Products need to be shown in such a way that within specific categories the items are grouped and spaced based on color, pattern, and style, the basic three elements that go into producing an 'image'. In our culture we have certain expectations and when those are taken into consideration, then we can produce an image that has predictable responses and results. Put these pictures in your mind. I am bringing two women into the room. You haven't been introduced to them yet so you don't know what they do. One has fluffed up hair, glamorous make-up with extension eye-lashes, a tight red satin dress with lots of cleavage showing, fish net stockings and very high heel shoes. The other has a more conservative but trendy hair style, natural but obvious makeup, a well fitting tailored jacket over a modest camisole, cute pointy toed shoes peeking out from straight legged trousers and is carrying a small scale briefcase. Now, in your mind, with these two descriptions, what would you believe that each of them does as a profession? If I tell you that the first woman is a neuro surgeon... what is your perception going to be? If I tell you that she is the top sales woman for a well known brand of high end cosmetics, or hair care products, does that change your opinion? It may, but what was your reaction just based on the VISIBLE? If I tell you that the second lady is an attorney, what is your impression or reaction?

Products need to be 'staged' and stores or displays need to be 'dressed' in much the same way to give the right impression just based on the VISIBLE. Let me give you an example of an item that most women are familiar with. It's the brand of body care products called "Chantilly Lace". When I hold these items up for display and ask, "Who buys this product?" Nine out of ten will say, "Old Ladies" Why? Because there is a generation that saw their mothers, grandmothers, or aunts and neighbours, use this product. They saw them on the dressing tables or bathroom vanities and they became familiar with the fragrance as well. (Fragrances have image... another topic!) Now, when I take Chantilly Lace products and display them with modern day or more youthful props, they are suddenly seen by a new generation and the perception is changed. This is especially true when I take the items out of their packaging, because the containers have a very modern, trendy appeal!

The beauty of learning the tricks of the trade and paying attention to how products are displayed is that you have 100% control over what is seen and how it is seen. You have some control over the mental note that the prospect or shopper might make. You have very little control over the perception, but just like the actors and scenes are presented to us in movies and the producers know that 90% of the audiences will react with predictable emotions, we want to do as much as possible to have the same predictable results with our product presentations.

Unless you can use a consultant like me, or purchase some materials on the subject and study them, my advice is to experiment and do some market testing. Bring in light wherever possible, since light is LIFE and will attract more attention and show off colors and details much better than items sitting in dingy shadows. Ballroom lighting from changliers is the worst for products....( just great for our complexions as we squint and peer at each other's faces to see if there are any creases! Just kidding!) In addition to light is height. Using easels and appropriate stands to hold items up in front facing positions and building displays 'in and out' and 'up and down'.

Do everything you can to build up a display so it can be seen from a distance, and appreciated more when your prospect approaches because so much is at eye level and within easy and comfortable reach. It has been proven that sales can increase up to 30% or more when up to 80% of the product is within "prime selling space". This and all the other things mentioned will help you to 'sell more goods to more people... FASTER!"

Linda McKendry is a Merchandising Consultant with Today's Displays. She can be reached at (403) 256-6890 or www.todaysdisplays.com

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