A much anticipated expensive package gets delivered in a tattered plain brown box. The book with the boring cover goes to the bottom of the pile. A first date arrives disheveled. 

The item in the box will be more closely scrutinized for fault or defect. The book will likely go unread. There definitely will not be a second date. 

First impressions matter. 

I love my house, but it almost wasn’t the one. It checked most of the boxes: closeness to my parents, the school district, and privacy. However when I pulled up, I thought I had been tricked again, I almost left without setting foot inside. Realtor’s have a way with pictures. The listing didn’t show the wear on the cedar siding, or the roof that needed replacement. They didn’t show the rotted deck, or the fact the house was very close to the road. 

Obviously, I was able to get past the initial reaction I had to the outside of the home’s appearance. A lot of work has been done, both inside and out, but it’s the roof, siding, and landscaping work that’s been done that has created the awe factor. What was once old, outdated, and shabby is now modern and clean. 

The bones are the same, but the packaging makes it a whole new home. 

Regardless of if you are selling a service or a product the first impression based on the external appearance matters. From the moment a customer enters the building, unboxes a shipment, checks out your website, or dials your number they are passing judgment regarding the quality, capability, and caliber that your product or service will provide. The products and services lose value when the customer is underwhelmed with the initial presentation. 

How do businesses gain trust and build value before a customer has even touched a product, or experienced a service?

Consistency: Set an expectation for quality, packaging attributes, and inclusions that can be maintained long term and guaranteed to be upheld every single time. If it can not be done every time, there is little value in doing it at all. 

As products and offerings change so may the appearance or included accessories. Be willing to adapt in order to sustain customer satisfaction and fulfillment of the expectations that were set at product launch. 

Market changes may also impact what a company is able to offer and remain profitable. If adjustments must be made, limit their impact and arm your customer facing employees with talking points in the event a customer pushes back. 

No one likes to be told, “We don’t do that anymore” 

Don’t Put Lipstick On a Pig: There is no shame in selling a value priced product as long as there is transparency. If it’s not your top of line premium offering, don’t dress it up as such. No one likes to be lied to. DO invest the time and money in promoting and beautifying the product that is top quality. 

Align with the Industry: Know your audience. Make sure that your marketing and packaging materials speak to the purchaser. A transmission pod filled with glitter and showtunes likely isn’t going to make for repeat customers. While fun for a different customer base, my techs assure me that glitter is evil. 

Provide pertinent information, tools or add-ons that assist in the product installation or usage, and material that is beneficial to the collective industry. 

First impressions matter. Let your product packaging elicit a feeling of confidence, pride, originality. 

My home is nearly complete. Its exterior is now a beautiful color scheme of whites, grays, and black. The bones are good, and the paint inside is fresh. She really is just about the complete package now. 

Only eight hundred pounds of decorative rock to go. If only I could use the glitter and showtunes for that job.