Never underestimate the value of packaging.
Consider these two different experiences with two competing products. In order for a company to purchase one of these products meant they were shelling out at least 6 figures for the deal. For the most part competition is fierce enough that the majority of the time one of the vendors (usually the one in poor position) would drive a bake off—or on site evaluation.
Product A would be shipped to the customer and arrive at least a week in advance. As part of the package, there would be printed manuals on nicer stock, a binder of forms where a customer could record their information, support contact sheet with temporary access code for use during the evaluation, etc. All in all we’re talking a very professional appearance, even if the collateral was used only a fraction of the time.
Product B would arrive in a lightweight cardboard box with only a CD in a vanilla white sleeve. Even worse would be if the product wasn’t shipped at all and the SE had to leave behind a burned copy of the product.
Now put yourself in the shoes of the customer. Even before you ever get around to installing the product, for which one are you going to be willing to shell out that kind of cash?
This experience is still ripe in my mind because I was responsible for supporting Product B. Sure I was able to overcome first impressions some of the time; but, considering the dollars at risk, why was marketing putting me in the hole on day one.
Sometimes we don’t have control over those situations and we have to make do with the tools we are given. Metaphorically though, have you considered your personal packaging or the impression you are making with the customer? I’ve written before about the need to create a sustainable and repeatable SE engagement process. As part of that process, are you taking every opportunity to market yourself and company above the competition? Take a step back and think about your presentations, demonstrations, and collateral you leave behind. If anything customer facing is feeling more like a flimsy cardboard box it would be time well spent create a more polished and professional image. Don’t put yourself behind from the start.
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