Cause and Effect

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.