N5 Sales Management


The approach involves the use of more than one of the prospect’s senses, for instance: “taste this” (new yoghurt flavour), “smell it” (perfume), “listen to the sound” (loud speakers), “feel how comfortable the running shoes feel on your feet”, “experience the comfort and speed” (test drive the car).


The prospect becomes involved and is made part of the discussion right from the start. The prospect experiences ownership (test driving the car).


Words such as “see”, “look”, “feel”, “listen”, “try” and others are attention-getters and arouse interest, which successful salespeople learn to use in their approach of prospects.


1.5 The customer-benefit approach


This technique involves the salesperson focusing the prospect’s attention and thoughts on a benefit(s) of the product or service. The benefit(s) must be of real interest to the prospect. The salesperson must know the prospect’s buying motives from the pre-approach information he gather, otherwise this method will be unsuccessful.


An example of this approach is the following opening observation: “My business is aware of the fact that a fleet- owner, with as many taxis as you, does not buy tyres without considering economy and saving. My business's tyres will give you more kilometres for much less money.”


The prospect is interested because a benefit, which can save him money, immediately gets his attention. The opportunity has been created to begin the sales presentation.


Activity 2 Distinguish between the features and benefits of the Nike Bionic shoe.


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