Dear Colleagues: Show
Opening: Create a sense of shared purpose. As you know, we will be moving to our new location on August 18, and we have scheduled an open house for September 1. To help visitors at that event learn what Felton Engineering does, I plan to set up displays showing samples of your unique heater designs and interesting product applications. Middle: Give any needed background information and ask for specific help. As you pack for the move, please help me by doing the following: (1) identify products that would interest visitors, and (2) look for blueprints, sketches, or small models that illustrate those products. (Remember that visitors may understand commercial applications more easily than technical military or aerospace designs.) Then, list (1) your name, (2) the name of the product, (3) the product number, and (4) the type of display materials that you have. Closing: Set a deadline, make cooperation simple, and be positive. Please reply to this email no later than August 20. I will pick up your materials, set up the displays, and return the materials to you after the open house. I look forward to turning your ideas and samples into great displays! Thanks, Jiliane Seaforth What is a Sales Message?A Sale communication is a persuasive message used to convince the recipient to take the desired action (general make a purchase) concerning the value proposition being offered by the sender. We are most familiar with pitches to convince a customer to purchase a product or employ a service. Back to: Negotiations & Communications What is the Best Structure for a Sales CommunicationThe structure of the sales message will vary depending upon whether the communication was solicited or requested by the recipient (such as when you ask a company for product information) or whether it was unsolicited (such as a cold call or mail advertisement). In the later case, you want to build up to the sales statement, so a inductive message is appropriate. It gives you the opportunity to provide persuasive elements prior to making a call to action (request to make a purchase). If the communication was solicited, a deductive message is most appropriate. Basically, you provide the customer the information requested without prefacing it with supporting information. What is the AIDA Process for Delivering a Persuasive MessageAIDA is a common method for convincing an individual to make a purchase. As such, it primarily involves an unsolicited communication, and thus a inductive message structure. The AIDA acronym stands for:
The call for action is seen in the last paragraph after the details have been mentioned plausible reasons for the receiver to comply with the request. This format can be used for verbal or written communications. It is important to know that equal amounts of spaces are not required by each step. The AIDA ProcessGaining AttentionThere are numerous methods of gaining a persons attention. Here are some examples:
Arousal of InterestThe product can be introduced in the first sentence to arouse interest and grab attention. The following attributes are important: Focused - Make it a tight and action-centric introduction stressing on the selling point also helps. Cohesive - The introduction is naturally led to if the attention getter does not introduce the product. A poor example: Surveys show employees appreciate a happy work environment. Our primary objective is to improve safety. The second sentence is not cohesive. Not one word or phrase in the first sentence connects to words of the second sentence. It is sudden and confusing. Action Oriented - Focus on integrating the recipient with the product or service. For example, the product can be placed in the hands of the receiver, and you can talk about their using it or gaining from accepting your idea. You sell the experience from the actual product, idea or service. Create a Desire for the ProductThis is generally done by focusing on the desirable characteristics of the product or the value the the product or service will have to the recipient. Stress Value Proposition - For example, a central selling point can be stressed. If the attention getter does introduce a unique feature, it should direct receivers to it. Provide Convincing Evidence - After all, this is done, provide enough evidence to satisfy your receiver's wants. One or two main features need to be kept on the receiver's mind after having included evidence that supports these characteristics. Present and Interpret Factual Evidence - If you say something is good or better than other products in the market, you must provide some form of data proving it. Example: The new BMW M5 has better handling than most cars on the road. A new suspension integrated, the M5 completed the German test course at Nuremberg 3 seconds faster than any other vehicle previously tested. This example says what makes BMW M5 better and why. Explaining further establishes the fact. Another way of making the audience believe is by presenting hard facts and figures to them. This new leaf blower puts out 239 MPH of air pressure. The product may not be known well enough by the reader. Use figures to explain how it is better and what parts of it is better than other products that the reader knows. Trivia is the exact same formula and flavor as Splenda, but at 50% of the price. Be Objective - Use proper, specific language that people will understand. Superlatives, outlandish claims, and absurd statements should be avoided. For example, this is the greatest coffee that the world has ever known, could be considered an outlandish claim. Direct comparisons can be made instead of generalized comments that lack substance. New coffee was preferred 3 to 1 in taste tests by independent consumers. Testimonials, Enclosures, and Guarantees - Provide proof that other people believe in the product builds trust. Subordinate the Price - Price should be mentioned in the message after all the advantages have been provided. Techniques for reducing aversion to price: Once a desire for the product is created, introduce the price. Use figures to show that the price is reasonable and that the receiver can save money. Price can be stated in terms of small units. Mention the price in a compound sentence that correlates or summarizes the value of the product, service or idea altogether. Ex. The new high-performance engine is award-winning, and only pushes the cost of the vehicle up $3,000 ($37,500 total). Motivating ActionThe final push to motivate action should follow the general guidelines:
Related Topics
Which of the following suggestions can be followed when writing a sales message to motivate action from the audience?Which of the following suggestions can be followed when writing a sales message to motivate action from the audience? Make the action simple and give specific instructions. The central selling point in a sales message: appears throughout the message as a common thread.
Which of the following makes online sales messages most effective?Which statement about online sales messages is most accurate? Online sales messages offer a richer experience than direct-mail messages because readers can click hyperlinks at will to access content that interests them.
Which of the following patterns do the most effective sales messages follow?Most effective sales messages follow this pattern: Gain attention, build interest, elicit desire and reduce resistance, and motivates action.
When writing a sales message in which price is an issue what can you do to reduce resistance quizlet?You can reduce resistance by anticipating objections, offering counterarguments, establishing credibility, demonstrating competence, and showing the value of your proposal. See page 228. Your primary goal in writing a sales message is get someone to devote a few moments of attention to it.
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