Sales is Persuasion

Benefits- picture of happiness, gains, profits

Reward of purchase> guilt involved
Logical reasoning, If-then technique
Suggestions- emotional to stimulate
Direct/indirect; positive negative
ASB -Shrikant Kulkarni - SDM

Suggestions
People accept any idea, unless a
contradictory idea blocks its
acceptance
Source of suggestion is important
Perceived intensity of suggestion
ASB -Shrikant Kulkarni - SDM

Suggestions
Natural or spontaneous suggestion is
more accepted
Some people believe in suggestions
regardless of its merit
Recent, repeated suggestions are more
likely to be accepted
ASB -Shrikant Kulkarni - SDM

Barriers to buying
Sometimes everything appears to be in
order, but people dont buy- why?
Environmental factors
Temp, humidity, noise, illumination
General Organic status
Fatigue, hunger, discomfort, anxiety,
frustration, anger, triumph,
ASB -Shrikant Kulkarni - SDM

Motivation for buying

Bond between the existing supplier
Inertia/ resistance to change
Objections not handled properly
Buyers dont like you
Incentives are lacking
ASB -Shrikant Kulkarni - SDM

Motivation for buying

Make a man like himself a little better and he
will henceforth like you very much.
First guess a mans ruling passion, appeal to
it by word.
All are idolaters; some of fame, others of self
interest, most of pleasure. Skill consists in
knowing these idols in order to bring them into
play.
Knowing a mans mainspring of motive, you
have as it were, the key to his will!
-Spanish writer Balster Gracian.
ASB -Shrikant Kulkarni - SDM

Frame of reference

Past experiences
Images- Co., Product, You
Status needs
Hearsay
Impulses- basic urge (ID)
Conditioning
Self image
ASB -Shrikant Kulkarni - SDM

DRIVE
Is a motivating factor of personality, (wish,
purpose, ideal) which regulates and
directs human conduct.
Human activity contains countless goals
hence innumerable drives.
Drivers are:
(i)Physiological
(ii) Psychological
ASB -Shrikant Kulkarni - SDM

DRIVE
People communicate who & what
they are and what they would like
to be known as.
People are different and they are
different at different times
ASB -Shrikant Kulkarni - SDM

Actions

Attack,
Evade
Retreat
Submit
Agree
Substitute
ASB -Shrikant Kulkarni - SDM

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Theory of motivation
Problem solving
Emotional- Rational
Pleasure, aesthetics, fun, play, curiosity,
impress, comfort, fear, relaxation, pride,
self esteem, emulation, imitation, power,
Price, service, durability, reliability, cost in
use,
ASB -Shrikant Kulkarni - SDM

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Self concept theory

The real other
The real self
Your perception of
What you think you
others perception of
really are

you

The ideal other

The ideal you
How you want others
How would you like
to think of you

to think of yourself

ASB -Shrikant Kulkarni - SDM

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Some important questions

What sort of person the prospect thinks
he/she is? (The Real self)
What would he/she like to be?
(The ideal self)
What kind of person does he/she believe
other people think of him/her?
(The Real other)
What would he/she like others to think
about him/her? (The Ideal other)
ASB -Shrikant Kulkarni - SDM

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Self Concepts
People formulate self concepts earlier in
life Introspective ones keep modifying
One may have to help prospect formulate
a self concept,
-which could be unformed/vague
People use purchases to superimpose
their real/ ideal selves over one another
strongly affecting other selves.
ASB -Shrikant Kulkarni - SDM

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Self concepts
All aspects of self concept are not
harmonious with each other
completely
Athlete
Good person
Good father
Shrewd employer
Effective employee
ASB -Shrikant Kulkarni - SDM

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Self concepts
Symbols of status to reinforce feelings
consumptive behaviour is designed to
do this.
Goods serve as a reminder of role
being played in life, goals attained, path
ahead.
(car, house, clothes, books, computer,
food habits)
ASB -Shrikant Kulkarni - SDM

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Self concepts- limitations

One believes in many false things about
oneself
Does not want to accept reality
Fear of knowledge of oneself, can be
extremely unsettling experience (Freud)
The fear is defensive, protection of our
self esteem, self respect (Maslow)
We protect ourselves & our ideal images
ASB -Shrikant Kulkarni - SDM

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How to sell?
Focus your attention on the prospects
needs, hopes, aims in life, to be effective.
Observe closely to understand prospects
Frame of reference
Factors which influence are similar to the
factors which have influenced the general
behaviour- background, values, upbringing
ASB -Shrikant Kulkarni - SDM

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How to sell?
People are not normal in presence of a
sales person. They may
Throw up defenses,
Be more sensitive to imagined insults
Hypercritical
Aggressive
Different incentives for different situations
ASB -Shrikant Kulkarni - SDM

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How to sell?
Same stimulus may generate different
responses at different times
Understand priorities
Guess a mans ruling passion and
appeal to it
Everyone has an idol find it out &
motivate
ASB -Shrikant Kulkarni - SDM

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Barriers to buying-self concepts

Incompatibility with the self concept
Does not fit the role they are playingshoddy clothing- successful executive
intellectual- trashy magazines
woman activist- homemaker
Risk of moving away from Ideal Self
or Ideal Other
ASB -Shrikant Kulkarni - SDM

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Effective sales person

Appearance- dress code, grooming,
manners, voice, conversational habits
Movements- pulling hair, biting nails,
drumming fingers, tapping floor, humming,
friendly hitting, time management,
Social alertness
Listening
Self confidence
ASB -Shrikant Kulkarni - SDM

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Effective sales person

Art of selling is art of pleasing people
If you cant say something good, dont
say anything at all
Refrain from pointing mistakes.
Words are tools- refined vocabulary
Exhibit empathy, responsibility,
enthusiasm dependability, imagination
ASB -Shrikant Kulkarni - SDM

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