Page 42 - DMGT205_SALES_MANAGEMENT

Sales Management

Notes communication while 50% of the visual messages are retained. This goes on to show that words
can never equal the power of pictures.

Participation

The sales person should observe the reaction of the consumer. He should also welcome his
remarks and watch for the buying signal. Some of the important signals are:
1. The consumer picking up a product.
2. Going back to an item you have already shown.
3. His eyes are dwelling constantly on a particular item.

4. He moves closer to get a better look at the product.
5. He suddenly sits up in the middle of the presentation.
Besides the buying signals the sales person should also try to assess the buying motives of the
consumer. Some buying motives are:
1. Fear of being left behind.
2. Envy of other's achievement.
3. Vanity recognition from others for having made a wise decision.

4. Love and approval of family, friends and colleagues.
5. Entertainment, enjoyment or relaxation.
6. Sentiments like family tradition and patriotism.
7. Pride of being associated with a successful project.

8. Pleasure derived from the product or service.
9. Profit of increased efficiency.
10. Health consideration in acquiring a less hazardous or strenuous product.
11. Security derived from buying the product of a well known firm or a famous brand name.

12. Utility like increased ease of usage.
13. Cautiousness in buying a product that requires lesser amount of servicing or a durable
product with a long life.

Thus, the sales person should try to sell the idea behind the product and not the product itself.
Therefore, the sales person should for example be selling 'speed, accuracy and efficiency' in case
he is associated with selling of calculators as also a woman who buys cosmetics is, in fact, buying
a 'hope of looking good'.
So in a nutshell the objective of a presentation is to convince the buyer that:

1. The need for the product exists,
2. The product in question can satisfy that need,
3. The prospect can afford to purchase the product.
A sales presentation is made up of two activities: approach and demonstration.

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