A discussion about sales, sales tips and advice, and about those who land the deal

How important is packaging in what you sell?  Very important.

How important is the story behind what you sell?  Very, very important.

As I see more and more examples of good (and bad) packaging and sales stories out there, the more and more I believe that these two components of the sales process are the most important.

Not price.  Not how well you're dressed as a sales professional.  Not how much you spend on advertising.  Nope...it comes down to how you package what you sell (yes, that includes a service-based business!), and what kind of story you tell when you're selling.

Case in point:  New York City garbage.  Did you know that an "artist" is selling New York City garbage?  It's true. 

Let me ask you something: Do you need some extra garbage?  Would you pay me for my garbage?  The answer to both questions is probably "no". 

***If your answer to my second question above is "yes", get in touch with me.  I've got a sale going on for the Tudor's family garbage.  Free shipping is included, by the way.

But hold on a second.  Lots of people apparently do need some extra garbage.  If it's packaged correctly, and there's a story behind it.  More than 800 people have paid up to $100 (one hundred freakin' dollars!!!!) for a sealed cube of Justin Gignac's collected New York City garbage.  He collects it out of New York City trash cans, and even does special garbage "sculptures" from well known landmarks around New York, like Yankee Stadium. 

But still, it's garbage.  Empty cups, cigarette butts, potato chip bags.  AND HE SELLS IT!  And, PEOPLE ARE BUYING IT!

So, let me ask a question that I've asked you many times before here at LandingTheDeal:  Why, exactly, aren't you doing well with what you are selling?

I'll bet that if you look closely, it comes down to how you're packaging your product or service, and what kind of story you're telling.

Lots of marketing experts write books.  Seth Godin wrote a marketing book, but  packaged it in a customized purple milk carton.  I still have the book, and I also have the milk carton (one of the lucky few, by the way).  Both are displayed on my office bookshelf. 

Did I need another marketing book?  Probably not, even though I love Godin's because they make me think.  Did I need an empty milk carton?  Please...I've got three kids.  The supply of empty milk cartons are second only to Disney Channel re-runs at our house.  But put the two together, wrap a wonderful story around it that still creates its own buzz, and all of a sudden you've got something special that sells itself.

Go tell them a good story, and get creative with how you package it.  Then stand back and watch what happens.