What is mean by sales presentation? Describe its process in brief.

Ans.

Sales Presentation and Approach

After completing the preparation, salesman held interviews with the prospective customers on the basis of appointment. At this stage sales presentation and sales negotiation is required.

Sales presentation can be expressed as AIDA. This sales presentation is Attention + Interest + Desire+ Action. Sales presentation is the central part of entire selling process.

Stages of Sales Presentation

These are as under:

(1) Attracting Attention

Attracting attention means to get into buyer’s mind and thinkers. In the attracting process following factors are included:

(a) Display of physical factors

(b) Interest factors.

(a) Physical Factors:

(i) Decoration of shops

(ii) Arrangement light and colour

(iii) Internal decoration

(b) Interest Factors:

(i) Desire, individual problem etc.

(ii) Popular leader, action etc.

A salesman can attract customers through the following ways-

1. Making a good impression,

2. Surveying the situation

3. Stirring the customer’s feeling

4. Reception and salutation

5. Request for service.

(2) Creating Interest

It is the second stage of sales presentation. According to Charles Farmared following are the features of the interest:

(i) Appreciation (ii) Serviceability (iii) Identification.

According to Charles Farmard it is desire to know more about it. It can also be called buying attitude.

Technique of Interest Arousing

These are as under:

1. Benefit approach

2. Dramatic approach

3. Premium approach

4. Curiosity approach

5. Factual approach

6. Product approach

7. Question approach

8. Shock approach

9. Sample approach

10. Reference approach

11. Sample approach

12. Information approach

13. Praise and complement approach

14. Problem solving approach

15. I am here to help you approach

16. Survey approach.

(3) Arousing Desire and Securing Convictions

Design of purchase can be raised by demonstrating the advantages of the commodity. In the process of sales demonstration the utility and advantages of the thing are expressed. Demonstration provides following advantages to the customers;

(i) Impressive oral statement

(ii) Opportunity to use.