Cause and Effect Analysis
Written Communication Kirsten Daykin;
Robert Burke
Thesis for Cause and effect analysis
What makes a good presentation to selling something? Whether
it is a display or an idea it is how you present it and to whom you are
focusing on as your customer. More importantly though how are you describing
what it is that you are selling?
I would like to show some examples of what I mean to this and
you can use your own discernment of what can happen. First of all let’s say
there is a display of apples in the grocery store and your boss says, “Make a
display for the apples”. You then make a display for the apples and you say “We
have the brightest apples for sale”. The display states the brightest apples so
you place it on a pile of apples that are all grouped together in bags. How
does the customer know that the apples are what the display says? Will the
customer even pay attention to the display or just go on about their shopping?
The boss see this and says “Well, make a display and say we have the biggest
apples”. You make the display and put it up by the pile of apples and show a
few select apples that are indeed big but you still leave the others in their bags
in a pile around the display. How can the customer know if the other apples are
the same size or bigger than what you show in your display? Now again the boss
says “Let’s put this display at the door leading out of the store so customers
can see them”. You do so and the customers all complain that they have already
purchased their apples at the produce department and they aren’t happy with going
back to switch the item. Your co-worker sees this and promptly puts the display
for biggest apples at the front door and has the apples promptly in a pile soon
inside the produce isle with a large selection of individual apples to select
from. At the checkout isle there is a display that says “The brightest apples”
with a selection of apples marked brightest apples on the bags. You see it’s
how you present the product for presentation that decides what good sales
advertising works. Many times the idea is right just not well planned out from
the buyers prospective.
Okay now you have a product that is selling like crazy and
you can’t keep the shelves stocked the boss says “Let’s put this product at the
checkout isle so everyone can find them easily and we won’t have to stock them
on the shelves in the back of the store”. Everyone has seen this when you see
items all grouped by the checkout isles with sales prices and reduced price and
the buy one get one offers but now the customer has searched the entire store
looking for the item only to buy something else instead, they get to the checkout
isle and see that they have searched in vain. Convenience isn’t what it’s
intended for if it’s for the stores convenience. Some stores will even use
trickery to get you to buy their product and put the product selectively
amongst others to show the particular advantages or products selling points but
what to the customer is a selling point if they are brand loyal to something? Many
customers get annoyed when their brand is not easily found some also stop
shopping at stores that are frivolous at where they put and display their products.
Stores often put up signs at the doorway and on windows around the store with
advertising stating what’s on sale often times they don’t say where to find the
item, you would normally look where the item would be found to see it’s not
there, it has been moved out to another area for larger display. Many larger
stores do this like implement and hardware and lumber stores sometimes they
have the displays outdoors and you have to take your purchase inside, you think
to yourself do I do it now or wait until I’m done? Either way you still have to
bring the product in or try to describe your intent at the checkout isle.
Although some if not most stores try to make this convenient, they do miss the
point, to make the transaction as close as possible and not have to walk
several yards to accomplish it.
Often times the reasons people don’t shop at certain store
versus others is just for the ease of shopping. It has become more competitive
to be smaller rather than larger and when you can go to the gas station and get
milk, bread, and coffee to go easier and cheaper than you can park and walk
several yards away and compete with an enormous crowd of people to accomplish a
small task.
