Sales Techniques

Profitability is determined by a company's ability to convert prospects into actual consumers. This means that sales skills must be top-notch in order to eliminate the "no decision" situation. The phenomenon describes a circumstance in which potential clients do not buy because the salesperson failed to persuade them (Friedman 96). Various sales strategies were visible during visits to Honda, BMW, and Mercedes. Even though the three salespeople displayed comparable strategies, their modes of delivery were noticeably different. They used sales strategies such as identifying value, three-dimensional props, and creating a sense of urgency (Azar, and Len 42)  The three salespersons were quick to define their value wedge. This is a positive attribute since they sought to explain the value of their products. For example, the Honda salesperson identified the company’s value wedge by the notion of value over cost. It was obvious that potential customers seek value at affordable costs, and Honda knows that and uses it to its advantage. BMW’s salesperson identified the company’s value wedge as cost being proportional to quality. It was evident that the salesperson dwelt more on the luxurious product, which would be a justification for the price. The Mercedes salesperson’s value wedge was on class being proportional to cost. The essence of communicating class was to challenge the status quo that was evident in Honda and BMW, whereby the salespeople adopted a linear process. Such a process defines the tendency of giving a potential customer the option of making no decision, which culminates to the “no decision” phenomenon. By communicating class, the salesperson at Mercedes sought to approach the sales process by understanding status needs rather than cost or competitors.

The Use of Three-Dimensional Props

All the three salespersons employed 3-D props. However, the salesperson at Mercedes that utilized 3-D props to their entirety. While the props focused mainly on usability and safety, the salesperson at Mercedes went a notch higher to incorporate a simulation model of an event. The model sought to illustrate the usability of the automobile in various conditions evident in the real world such as ascent, descent, climatic conditions, and response times. The salesperson at Mercedes was comprehensive in the use of 3-D props to illustrate usability and safety. However, at BMW and Honda, only the safety bit was emphasized, leaving the usability aspect to common sense. As such, the salespersons at BMW and Honda created a loophole for the “no decision” phenomenon; whereas the salesperson at Mercedes made the likelihood of purchase tangible.

Creating a Sense of Urgency

The three salespersons were quick to create a sense of urgency to turn a prospect into a customer. They sought to create a timeline as to when the actual sales may occur. Such a sales technique seeks to bring the prospect to the table, and have his or her say. This is mostly the last step of the sales process after a salesperson is convinced that the prospect has understood everything about the product. The three salespeople utilized this technique effectively. However, the Honda salesperson created a follow-up plan by recording contact details. It is important to note that the 3-D props utilized by Mercedes were enough follow-up plans, as the props are thought to market the products long after the prospect has left the premises.

Conclusion

It is evident that salespersons in a similar industry adopt similar sales techniques. In the three scenarios, the three salespersons had their strengths, although the sales techniques progressed in the more luxurious brands, to deviate from the aspect of cost and focus more on value.

Works cited

Azar, Brian, and Len Foley. Your Successful Sales Career. New York, AMACOM, American Management Association, 2004.

Friedman, Harry J. No Thanks, I'm Just Looking! Hoboken, N.J., Wiley, 2012.