mind consciously passes through five successive mental states : attention,interest, desire, action and satisfaction. The sales presentation must lead theprospect through steps in the right sequence if a sale is to result.(i) Securing attention:
In order to put the prospect into a receptive state of mind, the first few minutes of the interview are crucial. The sales person has to have a reason, or an excuse for conducting the interview.If he has previously made an appointment, this phase presents no problem, thoughexperienced sales personnel say that even with an appointment, a sales person must possess considerable mental alertness; and be a skilled conversationalist, to survivethe start of the interview. As the prospect realizes the caller is bent on sellingsomething, the sales person must establish good support at once. He needs anample supply of "Conversation Openness". Among other things, favorable firstimpressions are assured proper attire, neatness, friendliness, amid a genuine smile just before the interview. Skill sales personnel often decide up on conversationopenness so that those remarks are about the prospects if they are favorablecomments about the prospect's business. A good conversation opens causes the prospect to relax and sets the stage for total presentation.
(ii) Gaining Interest:
Many techniques are used to intensify the prospect's attention so that it evolvesinto strong interest. Some sales people develop contagious enthusiasm for the product or a sample.
Sales portfolios, flip charts, or other visual aids serve thesame purpose when the product is bulky or technical.
One should search out the selling appeal that is most likely to be effective.Sometimes the prospect drops hints, which the sales person then uses in selectingthe best approach. Some sales person stratagems to elicit revealing questions toencourage hints by the prospects. Others are the prospect question designed toclarify attitudes and feelings towards the product. Bug before identifying thestrongest appeal even experienced sale person do considerable probing, usually of