The Rapid System and Focused Marketing

Product & Service Packaging

When we refer to “packaging” we are not talking about the physical packaging of a product or how it is designed. We leave this to the designers. What we are talking about is the two very important and often neglected elements…

The name of the Product or Service.
Making a Service tangible…just like a Product.

Here’s what you need to do…

The name of the product or service should immediately convey what it does (the major benefit) rather than what it does.
The name should be short and concise
Don’t try to be clever or cute
The name should be distinctive and easy to remember
Come up with a few ideas; don’t settle on the first idea.

Making a service tangible is important for service based industries; prospects find it difficult to see the real benefit of what the service can achieve for them and are therefore reluctant to pay more for it.

So how do we package a service?

Identify the Unique Perceived Benefit for each service
Build the service around the Unique Perceived Benefit
Create a process work flow diagram for each service
Choose a method to present the service(s)

What you are doing here is building up a very accurate and comprehensive picture of the amount of work the business does for the customer. Start with from the moment that the prospect becomes a customer. Identify the steps carried out to service the customer, and how the service is delivered to ensure that the customer receives the results promised.

You can now use this information to graphically lay out what you do and how you do it, making it very easy for you to explain the service. The prospect instantly appreciates what the business will do for them and how much work is carried out when delivering the service.

Packaging the service highlights what the customer gets for their money in specific terms and what you will do for them…dramatically increasing sales.