Archive for the ‘criteria’ Category
Selecting Sales Promotion Girls: Interesting but Confusing
Currently my Chief Executive who also responsible for advertising and promotion (because of unexpected resign of Promotion Manager), decides to select the SPG for door-to-door awareness, promoting SMS (Short Message Services) games to target customers located in business districts.
The criteria is so amazing…. the girls should at least 165cm height, long hair with red or yellow toning, Chinese, and able to answer his question around product/ company knowledge and sales process. In doing this, to find 10 SPGs he already interviewed nearly 30 candidates. And the result… is typical to his image of what good looking girl should be.
Ehm…. this is fine, but conceptually how we should select SPGs? Expert say it simple, you must understand how customer find out solution for their need, especially in pre-purchase stage.
First, realize that customer’s interest firstly fall to the “seller”, and then the product. If the seller fails to cultivate communication, trust and commitment then there is no sale. To do so, SPG should be approachable, empathetic, enthusiastic and credible as an ambassador of the company. This means the SPG’s appearances should be not intimidating (over dress) but also not embarrassing the company….. she must a little more sophisticated than the target customer.
Secondly, realize the influence of situation. Customer’s perception or even purchase decision is determined by how well we can customize the situation. Food supplement like other health product associates with young, green color, activity and happiness. Thus the dress, booth and so on must reflect these feelings. Imagine how if we apply this situation or atmosphere in selling Life Insurance.
After these 2 considerations, I think the rests are conventional such as product knowledge, firm and competitor knowledge, and sales process skill.
