N5 Sales Management


3.2.2 Different types of visual aids (the salesperson can use a combination of visual aids)


• The product itself It remains the most important source for visual presentations. However, there are products and services, for example insurance, which cannot be used for a visual presentation. In such cases, other visual aids are to be used.


• Models


Scale models are used in cases where the product cannot be handled or are too large, for example heavy road vehicles, manufacturing equipment. For example, a salesperson selling customised boats can make use of small models to show the customer what the final product will look like.


• Illustrated brochures One of the most popular visual aids is brochures and pamphlets with pictures and illustrations of the product or with information on the whole product range available.


• Videos and films These aids help salespeople to present their products and services more realistically and in operational mode. Most businesses have their videos available on YouTube.


• Sales portfolios/personal file of the salesperson Well-prepared sales portfolios contain photographs, graphs, guarantees, proof of claims, letters, referrals, testimonials, reports, published articles and any other details that help the salesperson in his presentation and to gain the confidence of the prospect.


• Samples It is important that salespeople who use this method of presentation ensure that their products are neatly and tastefully packed and displayed.


4. Demonstrations


The importance of demonstrations A demonstration is a very effective and important visual sales technique, which salespeople use to sell their products. It is a technique that: • Draws attention • Ensures interest and involvement • Can involve all the prospect’s senses • Lets the product sell itself • Provides visual support to improve the quality of the presentation • Demonstrates to the prospect: – what the product can do for him – that it can solve his problem – that he can use the product (experience ownership)


• Confirms what the salesperson has said by putting words into action • Saves time • Takes the prospect through the AIDAS steps leading to action: ATTENTION INTEREST DESIRE ACTION SELF-SATISFACTION


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