We experience life through our five senses. Each of these senses is connected through our unconscious mind to various emotions. When a message touches more than one sense it has multiplying effect to create a stronger memory or help in our recall. Therefore, when selling your product or service, try to incorporate as many senses into your message as possible.
Here is a sales presentation that links to all five senses. Imagine you are a car salesman:
SIGHT – As you walk up to a prospective customer eyeing one of your cars, you might begin by saying “I really love this model, doesn’t she look great?” or pointing out some of the external features of the car.
TOUCH – Then you might ask the prospect to take a seat behind the wheel and encourage him to feel the richness of the leather seats, the way the steering wheel and shifter feel in his hands, or how the air conditioner cools the car quickly on a hot day.
SOUND – Next you might ask the prospect to start the engine so he can hear the power of the engine, or to turn up the radio to hear the awesome sound system, or even close the doors to hear how quiet it is.
SMELL – Perhaps you might then encourage him to take in that new car smell or offer his wife a free rose if he takes it for a test drive.
TASTE – You might end your presentation by pointing to the cup holder and saying “Imagine driving to work tomorrow with a pumpkin spice latte from Starbucks, not too hot and not too cold,” or how nice it will be to take your family out for ice cream in your new car after dinner tonight.
Sometimes your product or service may not lend itself well to a particular sense, such as the sense of taste in our car example. In some cases, it may not be important to address all five senses. But as in our example, the pleasurable taste in your prospect’s mouth can be linked to a sensory experience he can have with the product or service beyond a literal use of sense. “Can you smell that? It’s the money train if you make this investment”.
How many senses do you incorporate into your sales presentations?
