Selling to the Senses

By: Ginny Bernard

Think of the senses – sight, touch, hearing, taste and smell. These are the ways we, as humans, relate to the world. Yet people don't keep this in mind when it comes to selling and setting up their store.

Additionally, when people learn, they use one of three senses – sight, touch or sound. Some are more prone to one learning style. Some people are more tuned into sight. Others are more in tune to sound. Still others need a hands on approach to really learn and understand things.

Let's look at each of these in a little more details:

Sight

Remember the importance of sight. This means you need to make sure your store is well lit and attractive to the eyes. To this end you need to make sure all of your displays are visually appealing. You want them to pull shoppers to the items that you are trying to sell and make them want to take a closer look. The display should be completely self-explanatory to those looking at it as well.

Sound

Remember the importance of sound. This could be in the sense of your sales presentation or an ongoing vocal pitch that is happening surrounding the items you are trying to sell. For some people, they can look at a display all day, but need someone to tell them what they are looking at and why that item is something they need. This is why you should always have a salesperson at the ready to explain an item or have a speaking display that will do it for you.

Touch

Remember the importance of touch. There are plenty of people that can listen to and look at a presentation all day, but will not get anything out of it until they can pick up the item and work with it, turn it off and on or play with it themselves. These are hands on people who need to use the sense of touch in order to learn and become engaged. If at all possible have a way for people to be hands on. If you are selling electronics that means having a floor model out that they can touch and try out. If you are selling makeup or lotions, have some they can touch or try on. The more you can engage the sense of touch for these people the more chance you have making a sale.

Reprinted from: Communication Skills Articles.

Bill Bartmann is a self-made billionaire who went from homeless at the age of 14 to becoming a billionaire, going bankrupt, then bouncing back to do it again! Bill has had his self-doubts and even bouts of depression; he wouldn’t be human otherwise. However, when self-esteem is strong and you’re clear about your values, then you can bounce back from the lows; each time, you bounce back just a little bit higher.

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