suitcasing

Suitcasing is a term used in sales and marketing to describe a practice where a salesperson or company tries to generate interest and sales for a product or service by presenting it without providing any prior information or context. This approach is characterized by a sudden and often aggressive introduction of a product, with the expectation that the audience will be persuaded to buy or invest based on the immediate presentation alone.

The term "suitcasing" suggests that the salesperson is arriving with their product "in a suitcase," implying a direct, unannounced, and unresearched approach. This method can be employed in various settings, from one-on-one sales pitches to large-scale presentations. The success of suitcasing often relies on the presenter's charisma, the perceived value of the product, and the audience's susceptibility to immediate persuasion.

Critics of suitcasing argue that it can be manipulative and may not lead to sustainable customer relationships. They point out that it bypasses the crucial stages of understanding customer needs, building trust, and providing tailored solutions. Instead, it focuses on a quick transaction, potentially leaving customers feeling pressured or unsatisfied.

However, proponents might argue that in certain fast-paced environments or for innovative products, suitcasing can be an effective way to capture attention and generate initial buzz. It can also be used as a tactic to gauge market interest quickly. The ethical considerations of suitcasing often revolve around transparency and the potential for misleading consumers.