There is no one approach suitable for all sales message.
The sales message must be tailored to suit the product, the customer and the stage in
the selling process when the message is delivered. However, in general a selling message
with strong drive for action is likely to be seen as too pushy in most of the cases. A
message like this may be recommended only when thee is clearly recognized need for
urgent action. For example, a hard driving advertisement selling a product for
protection against a current pandemic disease can be very
effective.
A hard driving sales message may also be
justified when the customer has a clearly established need for product, and the sales
message is directed at inducing immediate action, offering some additional benefit
available for limited period. For example, a salesman may try the hard sell approach for
a product for which the company is offering a substantial discount for a short
period.
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