Once the attention of the prospect is drawn towards the product, his interest in that product should be developed for maintaining that attention. Creating interest is highly essential because attention is usually temporary. Unless attention is arrested in the product, sale can not be made. A prospect is said to have interest in the salesman and his product when he is willing to hear more and more of his talks.
Methods of Creating Interest
The salesman can create and arouse interest by following certain ways, which are given below:
(i) Explaining interesting features of the product
All buyers are keenly interested in themselves and therefore, the salesman is to start a talk about the likely benefits of products to the prospect. While describing about the likely benefits of products, he is to see it from the angle of a prospect. In other words, in all his description about the goods and its merits the customer should be center around which the talk should revolve.
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(ii) Referring the name of some other person
Another way of achieving the same thing is to refer name of some other person; who drives immense benefits by the use of salesman’s goods. This certainly creates interest in minds of the prospect regarding the product.
(iii) Demonstration
The third way to create interest in the demonstration of goods. It is perhaps, the most effective method of creating interest. The salesman must also use as many channels of communication with the buyer as possible, e.g., sight, hearing, touch, smell and taste. A good salesman always uses multisense appeals with his prospect. The prospect must be kept busy with all his senses as far as possible.
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(iv) Appealing to proper buying motives
Still another possible way is to appeal to the proper buying motives of a customer. For this the salesman should try to know his buying motives. The customer may have rational motives like price, quality, durability, convenience, etc. or emotional buying motives like pride, prestige, ego, etc. However, it is really a difficult task to diagnose the accurate motive of the customer to get the desired result.