There are three ways by which interest of a customer can be converted to desire.
(i) Giving more emphasis on selling points
Selling points are the weapons in the hands of a salesman. These points of a product give the total picture about the merits or benefits that a prospect is likely to derive. Therefore, selling points of the goods under sale should be more vividly described so that the prospect may think that without that commodity completeness can be brought in him. A desire for gain and a fear of loss are equally effective in creating a desire to purchase in the customer’s mind.
(ii) Demonstration
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The pleasure of possessing an article may also induce a customer to buy. The article should, therefore, be so demonstrated that the customer should be able to feel it and handle it. A touch and personal contact at times create a desire for possessing the same. However, one important principle of demonstration is to associate the prospect in the process of demonstration, which brings desire in mind of the customer.
(iii) Solid suggestions
‘Suggestion’ refers to injection of an idea into mind with strength that dominate. It excludes all other competitive idea. The objective of suggestion is to offer an idea to an individual, so that he is impressed at once by it. The idea may be related to a necessity and utility of a product or proposal. However, suggesting a solid idea is a forceful method in creating desire in customer’s mind for a particular product.