Salesman cannot be silent, it simply won’t work unless he/she is already selling a hyped product. So what would you do? Put salespeople round the clock around customers and retailers? That’s not the case we mean here as silent salesman. It is the 24/7 communication tool that almost acts like a salesman when your real salesmen are not around. You got it now, it’s your packaging!
Packaging is the “dress-up” of your product that reflects the character and personality of the brand. The hard parts are the choice of symbol, color and composition of text that would do the job when customers look at the package. The “Wow” factor needs to be there for initial trials to occur. Granted that mere attractive packaging without ensuring core quality would backfire, yet the communication value of a well thought-out packaging design is unquestionable. Unfortunately, many times, brand managers would put more time on designing product and advertising plan rather than on conducting extensive research and testing on packaging design. Packaging has tremendous rational and emotional values to confer upon the minds of customers. Please take care of this silent salesman!