The document discusses how salespeople can dramatize their sales presentations to be more effective. It recommends that salespeople plan their presentations, rehearse their materials, and inject their own personality. It also suggests that salespeople appeal to multiple senses like sight, sound, touch, taste and smell to increase learning and retention. Using props, dressing appropriately for their role, and tailoring their presentation to the customer's preferred sensory mode can help salespeople dramatize their message and more easily influence and convince prospects.

1. The Drama of Selling
Gopal Thapa
Nepal Commerce Campus

2. Gopal Thapa/ NCC BBa/selling/dramatization2
The Drama of Selling
 A well planned sales presentation provides
the necessary organization of the
salesperson’s materials.
 In addition, it requires him or her to select the
product or service sales features and benefits
that are appropriate in a particular situation.
 To ensure maximum effectiveness, the
salesperson must plan how best to
communicate the sales message.

3. Gopal Thapa/ NCC BBa/selling/dramatization3
The Drama of Selling
 Next, the salesperson must go over the
materials in order to breathe life and vigor
into the communication process.
 Sufficient impact must be created to cause
the prospect to understand the message,
believe the message and remember the
message.
 The message must be exciting and
convincing enough to motivate the prospect
to a favorable action.

4. Gopal Thapa/ NCC BBa/selling/dramatization4
The Drama of Selling
 Webster’s dictionary defines dramatic as “full
action, highly emotional, vivid, exciting,
powerful – approached from the view point of
drama.”
 The series of activities designed to facilitate
action by the buyer is called dramatization.
 Each salesperson is expected to inject his or
her personality into the sales presentation.
 .

5. Gopal Thapa/ NCC BBa/selling/dramatization5
The Drama of Selling
 No two people are likely to use exactly the
same techniques and procedures to put their
message across.
 Salespeople should ask themselves the
following questions:
• How can I use my imagination and
resourcefulness to make a vivid impression
on my prospect or customer?
• How can I use my abilities to make my
presentation a little different and a little
stronger?

6. Gopal Thapa/ NCC BBa/selling/dramatization6
The Drama of Selling
 Salespeople with this frame of mind are never
completely satisfied with their efforts.
 They are always trying to do a better and
more effective job of selling.

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Good Salespeople are:
Good Actors and Actress
 Many sales manager have compared good
salespeople to good actors.
 Both salespeople and actors are skillful show
people.
 Both have parts to play.
 Both live their parts.
 Both dress for their parts.
 Both are sincere and dedicated to their
professions and
 Both attempt to influence an audience.

8. Gopal Thapa/ NCC BBa/selling/dramatization8
Good Salespeople are:
Good Actors and Actress
 Actors usually have props to help portray their
parts more effectively.
 They practice and rehearse lines tirelessly
until they believe they have mastered every
action, every tone or inflection of the voice.
 They strive for perfection.
 Successful salespeople likewise use props,
 They attempt to master their parts,
 They dress appropriately,

9. Gopal Thapa/ NCC BBa/selling/dramatization9
Good Salespeople are:
Good Actors and Actress
 They strive to do a better job each time they
deliver a sales presentation.
 Both salespeople and actors are constantly
striving to add a personal touch to their parts
that will make them different and
 more successful in their chosen fields of
endeavor.

10. Gopal Thapa/ NCC BBa/selling/dramatization10
Good Salespeople Use:
Multiple-Sense Appeals
 Five avenues may be used to dramatize
sales presentations:
 The sense of hearing, sight, touch, taste and
smell which is the five channels to the buyer’s
springs of action.
 Appeals should be made to as many of these
senses as possible.

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Good Salespeople Use:
Multiple-Sense Appeals
 Studies show
multiple-sense
appeals increase
both learning and
retention.
 It is important for
sales
representatives to
recognize:
We learn
through We retain
Taste - 1% what we hear - 20%
Touch - 2%
what we see and hear
- 50%
Smell - 4%
Hearing - 11%
Sight - 82%

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Good Salespeople Use:
Multiple-Sense Appeals
 Some products can be sold through the use
of appeals to all five senses.
 Others can appeal to maximum of two or
three.
 When selling candy to a retail merchant, the
salesperson may describe its merits:
 This is an appeal to the sense of hearing or
 Show the candy and invite the merchant to
taste it – this appeals to sight, touch and
taste.

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Good Salespeople Use:
Multiple-Sense Appeals
 If certain candies are aromatic, there is the
opportunity to appeal to the merchant’s fifth
sense – smell
 On the other hand, salespeople who sell
machinery are limited to appeals that affect
the buyers’ sense of hearing, sight and touch.
 Salespeople should emphasize the sensory
system most compatible with the method their
customer uses in processing information.

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Good Salespeople Use:
Multiple-Sense Appeals
 Some customers use primarily the visual
mode to process information while others use
the auditory mode.
 By listening to the way customers speak, a
salesperson can determine the customer’s
preferred sensory mode.
 For example: a customer who comments, I
see what you are saying and I can picture the
product’s benefit.” is visually oriented.

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Good Salespeople Use:
Multiple-Sense Appeals
 On the other hand, an auditory-oriented
customer might say, “I hear what you are
saying and it sounds good to me.
 Unless the prospect’s interest is secured and
maintained, the salesperson has little
opportunity to build to a successful close.
 Few buyers stay mentally awake long enough
to be convinced unless multiple-sense
appeals are used.

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Dramatizing Convinces the Prospect