Packaging Strategy – Packaging to Control Returns

I know a speaker whose materials would fit in a single bubble pack (he ships most of his materials) but instead he puts them in three smaller bubble packs and tapes the three together with duct tape. Because you can’t get to your materials without destroying the bubble packs, the buyer doesn’t have a useable return package and never returns it.

There are many strategies like this you can employ to reduce returns. I prefer to develop quality materials and sell them to people who want them in the first place.

The money-back guarantee is a critical selling point to a meeting sponsor who might hire you to speak. You want to be able to say, “By the way, all of the educational materials I make available to your people come with my unconditional money-back guarantee. So you never have to worry about anyone ever complaining to you.” Now you’ve taken away another element of risk for hiring you over other speakers. And, I can say to the audience, “I’ve promised your Mr./Ms. ____ that you will get a 100%, no questions asked, unconditional money-back guarantee.” This gives your offer a little extra weight.

If you’re worried that a lot of your material is going to be returned, it’s either not good enough or you are selling to the wrong people.