GeckoPrint

When making a sale, it's important to remember the AIDA (Attention, Interest, Desire, Action) marketing communication model:

• get the customer's Attention
• stimulate the customer's Interest
• create the Desire to buy
• confirm the Action to be taken

To stop a potential customer switching off or putting the phone down straight away, take the following precautions:

• do some research beforehand
• prevent your brochure from going straight in the bin, or the listener from turning off, by
• gaining their attention with an eye-catching design or thought-provoking statement
• explain the benefits of purchasing. Don't just talk about the efficiency of a floor cleaner. Say
• that it will also reduce staff costs and the customer's maintenance bill. Explaining the
• benefits creates the desire to buy
• a call to action - such as a time-limited offer - can also help prompt a customer to buy, or at
• least find out more

A golden rule is to always include your telephone number, address, email address or order form on all literature.

At the end of a sales conversation repeat what has been agreed and the next steps, such as delivery times. Send a confirmatory email or letter.

This article was supplied by Power Marketing and Business Development Solutions. For more information contact Brett Power on 02 9501 3451 or email powermarketing@optusnet.com.au