Question

4. Explain why a salesperson should organize the sales presentation so that it appeals to as many of the five senses as possible.

Answer 1

A sales presentation is basically a sales pitch that aims at convincing a potential customer to buy a product/ service. It is a planned strategy that exhibits the features of the product to initiate and close the sale. Usually a problem is highlighted , to which the product is presented as a prospect solution.

In order to maximise the impact the presentation has on the audience's mind , it is imperative to appeal to as many as the 5 senses as possible - depending on the product concerned .

VISUAL (SIGHT)

Replacing as much text as possible with visuals ensures that the presentation is attractive and visually appealing. Due to Picture Superiority Effect , it draws more attention that just plain text.

In retail stores as well , mood lighting and focus lighting go a long way in directing customers to the more profitable products.

The placement of the products in a shelf is also important . Newer products are usually kept at eye level.

Research has found that store layout structures that employ more peripheral space and have clockwise pathways report more sales than those with anticlockwise pathways.

AURAL (HEARING)

Using a signature tune or jingle enhances the recall value .

In stores , it has been found that playing low tempo music has increased sales. This is because customers tend to move more slowly and browse more things.  

TACTILE (TOUCH)

The ability to touch the product and have a hands-on experience of the ergonomics of the product goes a long way in convincing the customer. This is more so in the case of gadgets like phones and accessories like bags or even textile.

OLFACTORY (SMELL)

Fragrance can easily create recall value and cause nostalgia. This is seen practically when the smell of gingerbread reminds about holidays. This can be tapped to create the ambience conducive to the sale of related products. Mitsubishi , the car manufacturer , had once issued newspaper adverts with fragrance patches of new upholstery leather - causing a marked 16% increase in sales. In the sale of electronic products , it is equally important to maintain a clean neutral smell.

GUSTATORY (TASTE)

Although this seems practicable only in the sales of consumables , yet it is equally practicable in the sale of luxury merchandise. Complimentary beverages and light refreshments are served to customers at high end luxury stores (for example, wedding gown store) . This eases them as they are usually involved in buying for extended lengths of time and also adds to the customer experience. This creates a sense of trust .