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Change Your Package

By Mike Coday •  Updated: 10/21/23 •  8 min read

Marketing & Advertising

We all like to be recognized.

It has been said that the sweetest name to a man’s ear is his own name.

We are sincerely flattered when someone, anyone, remembers us by using our name in the course of a conversation.

Even better is when we hear our name repeated several times in conversation.

“Flattery will get you everywhere.” – Lynn Anderson, 1969

Quick Summary

  1. Human Desire for Recognition: People inherently enjoy being acknowledged, especially when someone remembers and uses their name, which creates a sense of personal connection.
  2. Seeking Significance: Beyond mere recognition, individuals have a deep-rooted desire for significance, wanting their existence and contributions to matter. This drive often influences purchasing decisions, such as buying luxury items to express one’s status.
  3. Emotional Buying: Purchases, especially those involving significant investment or luxury items, are often driven by emotional factors rather than just practical needs. This behavior extends to sharing these acquisitions on social media to gain further recognition.
  4. Selling Beyond the Product: In industries like roofing, successful sales strategies involve selling more than just the functionality of a product (e.g., a roof). They encompass the presentation, the salesperson, the company, and the emotional engagement.
  5. Emotion in Decision-Making: Even seemingly straightforward purchasing decisions, like buying a roof from a well-known retailer, involve emotional factors such as trust, familiarity, and a sense of personal connection or significance.
  6. Importance of Personalization: Successful companies personalize their marketing and customer interactions, recognizing customers by name and making them feel valued, which influences purchasing decisions.
  7. Repackaging for Success: Salespeople can achieve better results by repackaging their products emotionally, focusing on aspects that resonate with customers’ desires for recognition and significance rather than just the product’s practical features.
  8. Customer-Centric Communication: Effective sales tactics put the customer’s name and needs first, emphasizing their significance over the company’s credentials or product specifications.
  9. Reflecting on Sales Approaches: Salespeople need to introspect on their approach—are they talking more about themselves and their offerings, or are they focusing on the customer, listening, and making the customer feel valued?
  10. Adjusting Strategies for Better Outcomes: To improve sales outcomes, representatives should adjust their “packaging.” This metaphorical packaging refers to how they present the sale, focusing more on the customer’s emotional needs and desire for significance rather than just the transactional aspects of the sale.

Searching for Significance

This isn’t a lesson on using flattery – a cheap trick reserved for low budget con men – this is about something deeper, more important, and eternally sacred.

We were all created with a craving for significance – we want to matter, we crave being important, and we long for someone, anyone, to recognize our contributions to this world.

I believe more BMW’s, Rolex watches, and island vacations are purchased for the purpose of finding and expressing significance than for any other reason.

If the goal is to drive across town, any Chevy will get you there.

If you need to know what time it is, you could find out for thousands less.

If you want a peaceful, sunny getaway, there are closer destinations than a secluded island in the middle of the ocean.

If you want to get really real about the reality of our need for significance, think about this…

When is the last time somebody you know bought a BMW, got a Rolex, or went to the Caribbean and did NOT post their pictures online?

A Roof Is Just A Roof

If you know that a man likes to hear his own name, and you know they are desperately searching for significance, how could you package your service to meet those needs?

After all, a roof is just a roof, right?

It keeps the water out.

There’s nothing sexy about that, is there?

Honestly, I don’t think I’ve ever sold a roof, not even one time, based solely on somebody just wanting to keep the water out.

It does help if they’re leaking, but my customers have always bought from me for different reasons…

Why They Buy From Me

They buy the package.
They buy the presentation.
They buy me.
They buy my company.
They buy my story.
They buy the emotion.

I’m sure the same is true with you.

Even if you tried to strip away all of the emotional trappings involved in buying a new roof, there would still be a built-in trigger predicated on some type of emotional involvement.

That emotional involvement is directly related to #1 their name and #2 their search for significance.

Here’s an example…

A certain homeowner calls up Home Depot wanting to buy a roof. They give him a price and he agrees… over the phone!

No salesman comes to visit. There is no presentation or sales pitch. Nobody uses high-pressure tactics. There is no power close.

The man simply bought a roof without any emotional involvement… or did he?

Let’s take a closer look behind the scenes…

Home Depot stays in constant contact with our friend because he is a good credit customer.

He gets special offers in the mail monthly. They are always addressed to him with his name on front. They even use his name on the letter inside.

When he visits the store and uses his Home Depot credit card, they thank him by name for shopping with them today.

Furthermore, Home Depot isn’t stupid.

They are a multi-billion dollar corporation. They know there is hail damage in the area around one of their stores where our friend shops.

They’ve identified all of their customers in the target zip codes and have enclosed an offer for special financing in this month’s mailing…

…financial arrangements that allow him to hold on to more of his cash money so he can spend it on more stuff… so he can take pictures of it and post it all on Facebook.

Finally, he’s heard of Home Depot.

They’ve been around forever. He’s shopped at the same store since the day they opened. They’ve always been there for him… even when he was unhappy and wanted to return his purchase for a full refund. He trusts them.

I guess he didn’t make an emotionless decision after all, did he?

Change Your Packaging

The guy strictly selling fiberglass mats, smeared with asphalt, and sprinkled with granules, will always struggle to make a living.

I’m sure that’s not the way you’re selling roofs though, is it?

Probably not!

You’re wrapping those shingles up in your best emotional story and delivering them with love, right?

But, are you completely satisfied with how many sales you’re making?

Would you like to sell more?

What if I could tell you how to do that… would you be interested?

The truth is that some emotional packaging is better than others… sometimes exponentially better… same shingles, better results just by changing the package.

One Simple Packaging Trick

This one is so obvious that I’m really ashamed to even call it a trick…

The only reason for me to point out this simple trick is because I see so many sales people making this packaging mistake.

Hopefully, you had a nice Christmas and received several gifts that were packaged especially for you.

If your family is like mine, we all get together and exchange gifts. There are many presents under the tree and they are all beautifully wrapped.

On each package is a tag that tells “Santa” exactly who that gift belongs to. In our family, “Santa” is one of the kids who gets to hand out all the presents.

Without the tag, it might be really difficult to remember which gift goes where.

On each tag, there are two lines for two different names: To and From.

Which name goes on top?
Which name is first?

Does From go on top or does To?

Obviously, To comes first!

It would be strange to give a gift with the givers name more prominently featured on the package, wouldn’t it?

Who Are You Putting First?

Since we’ve already established that you aren’t selling shingles – you’re selling emotional packages – let me ask you a few closing questions…

Whose name do you feature?
Whose significance are you exalting?

If you’re saying your name or your company name more often than you’re saying their name, there’s your first clue.

If they hear that you’re licensed, insured, bonded, members of the BBB, local, experienced, listed on Angie’s List or whatever else… BEFORE you find out their cat’s name… the same cat that has been rubbing up against your leg the whole time you’ve been blabbing about your importance…

…well, there’s your second clue.

If you want to change your results, change your package!

Peace,
Mike

P.S. As always, send me a message if you would like to talk and subscribe to the 101 Sales Tips newsletter now.

Mike Coday

Mike started selling roofs in '95 while working as a youth pastor at a small church in North Texas. A decade later he transitioned to speaking at industry conferences and training outside sales teams. Today, he works exclusively as the premier consultant to roofing company owners who are driven for growth.