Outline for a sales pitch

 

I. Attention Getting:
     Use of the following to gain the attention of the target audience
     a) Visual stimuli: pictures, display of product, lights, colors
     b) Emotional appeals: associations with primary groups, or basic drives
     C) Cognitive appeals:: demonstrations, lists, questions, stories

II. Confidence Building
     Use of the following to build confidence in the salesperson:
     a) Authority: expertise, experience, 
     b) Trust: friend, sincere, benevolent

III. Desire Stimulating:
     a)benefits of the product--push the product itself
     quality, efficiency, scarcity, novelty, beauty, stability, reliability, simplicity, utility, safety
     b)added values: push the psychological benefits of possessing the product
     Meet basic needs of health, hunger, security, sexual appeal
     Contribute to psychological well being by increasing self esteem, stimulating creativity,
     leading to success.
IV. Urgency Stressing:
     Rush, Hurry, Deadline, Sale Ends, Offer Expires, Do it Now!

V. Response Seeking:
     Buy at, Call Now, (Give specific location or telephone number. Hand out coupons.)
 
Adapted from The Pitch by Hugh Rank.

Lloyd Rohler