N5 Sales Management • Referrals


A satisfied customer of a product or service may serve as a referral for the salesperson, his product and his business. The customer’s details can be given to the prospect (with the customer’s permission) so that the prospect can enquire about the product or service.


• Documentation


Documentation in the form of official approvals, independent tests done by the AA on new cars or by the Medical Research Council on new medication, scientific reports, articles appearing in magazines and newspapers (positive publicity, praising the product or service) and sales and achievement records presented to prospects, can help to create confidence.


• Demonstrations The best way to illustrate the advantages of your product and create confidence in the Prospect is to give the prospect a demonstration of your product. However, it must be well- planned and executed.


• Quality stamps Many businesses have their products subjected to strict standard testing – the product then bears the stamp of a specific quality, for example the SABS mark or ISO 9001.


An SABS approved solar geyser and safety boot.


• Data of previous sales


Sales data over a given period are especially used by estate agents who operate in a specific geographical area. The data gain confidence with the prospect when he sees the value of the houses in the area in which he would like to invest as well as the popularity of a specific area. Comparisons with competitive products can also confirm the popularity of and demand for your product.


• Independent research findings Copies of the findings of independent research that has been done can provide evidence to be shown to prospects.


• Endorsements


If a well-known person or association, for example Weigh-less, Heart and Stroke Foundation, Automobile Association or Cancer Association, put their stamp of approval on a product it is often preferred over others.


VIDEO


Celebrity endorsements: http://www.youtube.com/watch?v=Ke07IMQu8aI


Activity 2: Class discussion What other endorsement marks can you think of in South Africa?


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