B. Professional Selling
The prime function of salespersons is to introduce products to customers and
make them have a desire to purchase. On the other hand, salespersons are a bridge to
interact and communicate with buyers, and agents to promote commerce.
Salespersons offer clients information; moreover, they serve best to assure shoppers’
buying. The target to salespersons is very clear. They can also provide different
services. Therefore, salespersons not only require professional knowledge about shoes,
but also possess efficient selling techniques and sincere service attitude to complete
the transaction.
Usually, the three efficient selling techniques commonly used abroad are
Principles “AIDA”, “DIPADA”, and “IDEPA.”
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These guidelines have been
generalized from people’s buying mentality for a long time. The first principle
“AIDA” is the abbreviation of “Attention, Interest, Desire, and Action.” Customers
focus is the key to promote purchase. It means salespersons have to direct clients’
attention to the promoted goods. Then salespersons must make the appearance, quality,
characteristics of shoes interesting to buyers, so that they believe they’re outstanding
after putting on the shoes; thereupon to aspire consumers’ intense desire for the
merchandise. Although “Principle AIDA” works in promotion, it isn’t concerned
1市場營銷心理學,石文典,陸劍清,宋繼文.陳菲.
about purchasers’ need. For this reason, this principle is only suitable for those who
have weak self-consciousness, not for those who are extremely independent and
subjective.
The second principle “DIPADA” is thought to be an exceptionally creative
promotion because it points to ways to satisfy purchasers’ need. “Principle DIPADA”
has six features Definition, Identification, Proof, Acceptance, Desire, and Action.
Definition refers to salespersons’ abilities to figure out purchasers’ need accurately.
Next, to identify the products that fit clients’ needs. Then is to prove purchasers’ need
and the identification of products these two things are in agreement. In thesis occasion,
we can urge buyers to accept the shoes we recommended and increase their shopping
desire and help vendees complete the transaction in the long run. This principle
indeed is related to consumers’ heartfelt wishes because consumers would like to get
the shoes they need, even though it’s more complicated than Principle AIDA.
Principle DIPADA is well targeted and promoted so it is valued by salespersons.
The third principle “IDEPA” is Identification, Demonstration, Elimination, Proof,
and Acceptance. A prerequisite of Principle “IDEPA” is that shoppers already have
purchasing desire and evident objectives. Accordingly, salespersons’ duty is to satisfy
customers’ need. The identification of merchandise with clients’ desire is the first step.
For example, to demonstrate the appropriate shoes that buyers’ want; furthermore,
salespersons should screen unsuitable shoes for purchasers, and help them choose the
fitting products. Acceptance means to help vendees complete the transaction. It is like
Principle DIPADA followed with customers’ desire. However, Principle IDEPA is a
passive principle that the sales could only wait and see the coming of clients who
have already got ideas.
The service attitude determines consumers’ willingness to purchase. Generally, if
shoppers have high preference for shoes, the possibility of buying will also get higher.
If salespersons know clients’ impression and thoughts about their brands, they could
reinforce customers’ preferences for the brands into positive one by using the three
foregoing principles.
However, there’s a remarkable point that salespersons should take notices, that is,
service is also the one of the merchandises. Service is a super important performance.
People pay for not only the shoes, but also the service attitude. If salespersons are
gentle and friendly, customers’ satisfaction, loyalty to brands, and the sales will
certainly expand. On the contrary, mean attitude undoubtedly kills the customers’ will
to shop. For example, salespersons often face the coming people with enthusiasm. As
they find them having no shopping intention, sales become snobbish rapidly and want
to kick these people out as soon as possible. Another example is salespersons
determine how the service will go on the basis of the amount of consumption. If they
treat other shoppers who have strong purchasing intention like that, the other shoppers
might feel uncomfortable. If salespersons give bad service to all consumers, how long
can this brand run in the market? Therefore, service attitude is a crucial factor to
determine consumers’ buying intention. Salespersons should not be emotional. They
need to keep polite, patient, kind, and deferent to every purchaser. A helpful way for
business is to provide clients best service.
The key to enhance brands’ competitiveness is to put customers’ need on the top
priority. We called it “customers focus” or “customers first.” A professional selling
directly shows the present market takes clients as the first as the rule. Shoppers’
satisfaction is a crucial point for the development of market economy. Buyers know
the service quality through salespersons’ attitude and even the products, brands, and
consumption behaviour. As a result, professional selling is significant to brands and
shoppers.