Name Professor Module Date Principles of Persuasion Marketing and selling is a practical job that requires skills and techniques that persuade a client committing to buy products or goods. As such, it is a job that requires various approaches which will lead to acceptance on the client’s side…
This makes it a daily business as most of the clients that check in to the shop are convinced to settle for the available products and services. This is explicitly displayed in the Sears’ case where the salesperson used several principles of persuasion in selling a product to a client in need of a tractor. Principle of Reciprocation. Salespersons will try to help other people in the same way they would like to be helped. This is the case of helping a person when the salesperson would expect the same when shopping for some products and services that are needed. In this case, the salesperson was more than willing to help the client get the product. In the opening expression, the salesperson retorts “I’m here to help you find the right tractor for your needs.” In this statement, it is clear that the salesperson is willing to offer the services of helping the client find the appropriate tractor for their needs (Dillard and Pfau 518). In this approach, the client feels that the salesperson is positive about advising them on the best product. As such, the client pays more attention to the salesperson, which is the initial part in trying to record sales. In the client’s point of view, the salesperson is giving expertise solution and advice to get the best tractor for the job, since the client does not have knowledge or skills of the right tractor for the job. Nevertheless, the salesperson is supportive and helps the client as though it were the salesperson’s need for a tractor. Principle of Social Validation. Salespeople go to great lengths in ensuring they make sales by trying to know the social life of the clients. This is by engaging in some discussion about family, social life and other detailed approaches to life. In such an encounter, the client receives acceptance in the course of the transaction. In this case, it is openly seen that the salesperson was more concerned about the social life of the clients as compared to the initial transaction of selling a tractor. During their lengthy talk, it is seen that they have the same hobbies and have a social life that is inclined to one side. This creates a bond between the salesperson and the client. As such, the client feels the connection and is willing to commit to the offer. Apparently, the client felt at ease making a deal with a salesperson that they had an array of activities and hobbies which were similar. As such, they belonged to a social group with the same aspects. This makes it easy to make negotiations and sales as they have a social understanding. Commitment and Consistency. The salesperson was quick to assert that the store had a number of tractors which were on sale. At this point, it is clear that the store has been offering products and services to the market for a long time as they have an array of products to offer. To make it clear to the client, the salesperson decided to take the client’s specification of the tractor in need (Dillard and Pfau 520). This eased the whole process as the sales person had to make a single choice. In proving consistency of the store in the market, the salesperson reiterated that the preferred model has been in the market for long, it is popular and preferred by many people. In showing commitment to the client, the salesperson offered a five-year warranty. This shows that the store would be liable for defects, ...
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