Bibliographische Detailangaben
| Titel: |
More Psychology in Selling. |
| Autoren: |
Brewster, Ray C. |
| Quelle: |
Harvard Business Review. Jul/Aug1953, Vol. 31 Issue 4, p91-99. 9p. 1 Chart. |
| Schlagwörter: |
*SELLING & psychology, *CONSUMER psychology, *SALES presentations, *CLOSING the sale, *SALES culture, *SALES management, *INTERPERSONAL communication, TRAINING of sales personnel, COMMUNICATION & psychology, DIGNITY, FACE-to-face communication |
| Abstract: |
The article details selling technique and psychological aspects of salesmanship. The goal in presentation is to establish rapport, or mental agreement, with a potential customer and lead the contact's mind into a sale via persuasion. The sales person has to overcome resistance in the conscious mind and get the sales ideas into the prospect's subconscious where a sale can be developed in logical steps. The natural selling formula begins with an effective opener, ties in the product, proves the opener, and ends with a strong closing action. An example of a hard-hitting sales pitch is illustrated in a Quaker Oats radio commercial. Topics include the power of suggestion, integrity in representing the customer's dignity and decision to buy, and three rules for maintaining rapport. |
| Datenbank: |
Business Source Index |
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