Professional Salesmanship Chapter 8 Sales Presentation and Dramatization

Professional Salesmanship Chapter 8 Sales Presentation and Dramatization (Effective Strategies and Formula) Prepared by: Mrs. Elisa de Guzman –Arpilleda Subject Instructor

A-I-D-A-S Formula A-ttention I-nterest D-esire A-ction S-atisfaction

1. Catching Attention of the prospect is the initial concern of the salesman. Being able to catch the attention of your prospect is something because he lends you his trust and confidence. To be trusted by your prospect is a prime necessity as you will never get into your mission without it.

2. Creating Interest As soon as the attention of the prospect is obtained, the salesman has to hold on. Attention sustained becomes interest and unknowingly, the prospect becomes engrossed listening to him. Self-interest refers to the personal experiences of the salesman in using the product. Many marketing firms would suggest that salesmen be first to subscribe, buy, and use the product they will sell.

3. Developing Desire and Producing Conviction As the prospect shows interest in your sales propositions, you are to turn his interest into a desire to own the product. Desire is an intense feeling, a longing to own and use. More often than not, prospects are emotional rather than rational buyers. Appealing to their emotions or feelings may prove more fruitful, hence, desire is developed. To do this, the salesman has to appeal to the various buying motives of his prospect.

Producing Conviction – in order to convince the prospect to buy, the salesman must help the prospect understand why he is buying the product. Evidence must be used to enable the prospect learn of the merits and benefits of the product. Sell not the product, but sell what the product can do.

4. Securing Action is obtaining the favourable response of the prospect. The much awaited opportunity to close the sell is now at hand. It takes guts and creativity on the part of the salesman to do this.

5. Proving Satisfaction may mean being able to fulfil the needs of your prospect. Providing satisfaction refers to providing answers to the questions and objections of the prospect. Clearing out the doubts in the mind of the prospect is a way of satisfying his queries.

S-N-P-S-P-T Formula S- Salesman Factor N- Need Factor P- Product Factor S- Service Factor P- Price Factor T- Time Factor

1. Salesman Factor If the personality of the salesman is agreeable, the trust and confidence of the prospect may be solicited. Together with this is a favourable impression of the professionalism of the salesman. 2. Need Factor The salesman should not yet discuss the features of his product. What he needs to clarify is the general importance of the “thing” he wants to explain.

3. Product Factor Discussing the important features of the product, what the product can do, what benefits the prospect will derive from using the product, what the product is, what make it different from competing brands.

4. Service Factor Service factor means the assistance that the company may provide with the purchase of the product. Service may include free delivery, free installation, free demonstration, provision for returns and adjustments, free service warranty and other similar services.

5. Price Factor It becomes premature to be citing the cost of the product early during the presentation. The salesman has to begin explaining the effectiveness and benefits of the product to, at least, cover up its high cost. Prospects may become unmindful of the price of the product after learning the benefits of the product.

6. Time Factor Calling on your prospect at the right time will do more good than harm. As such, requesting for appointment is advisable.

Suggestions as to the right time when the salesman must request for the appointment: 1. Early morning between 9 and 1 o’clock in the case of industrial sales. 2. Early evening between 6 and 8 o’clock in the case of household sales. 3. Weekends when the prospects are at home. 4. On or before payday. 5. When there is a family occasion to celebrate.

D-D-P Formula D- Discussion D- Demonstration P- Participation

1. Discussion Discussing the sales claims can inform and even educate the prospect about the product. It is ways of assisting the prospect realize the importance and benefits of the product to him. The discussion should be made clear and easily understandable to ease out the buying decision.

2. Demonstration What is seen is registered better in the mind; it is more difficult to forget what was demonstrated than what was discussed. However, the salesman must still appeal to both the audio and visual senses of the prospect. An actual demonstration on how to use the product is recommended.

3. Participation It can be solicited, if the prospect is encouraged to ask questions and share reactions. Also, when the prospect is made to handle the product, his participation is gained. The prospect can use his senses to get a closer evaluation of the product.