Why Use Creative Selling?
By the following ways one can understand why there is a need for using creative selling:
Grabbing the consumersâ€™ attention: One of the major concerns of firms in selling is that todayâ€™s consumers have a short attention span and busy lifestyles. Advertisements and promotions fully surround the consumers of today. Hence, most consumers have become indifferent to marketing or selling efforts. Added to their busy schedules, consumers do not have enough time, energy, or focus for each advertisement they encounter. Hence, when a salesperson adopts an atypical way of approaching the customer, the customer is hooked.
Influencing the consumer to buy a product: Often, when a customer wants to purchase a certain product, he/she looks at all such products in the market. It means that the customer might choose firm Aâ€™s product over Firm Bâ€™s product. Therefore, firm A can use creative selling to please the customer in the hopes that the customer will purchase Firm Aâ€™s product. Firm A can do so by giving concert tickets to the customer of his/her favorite band for free.
Wooing existing customers: Creative selling proves useful in pleasing existing customers. For example, a firm can send customized gift hampers to their existing customers to promote the firm through word of mouth. Every firm understands that retaining customers is more important than making new ones.
How to Sell Creatively?
Creative selling requires a salesperson or firm to adopt a tailor-made way of approaching every customer. In other words, the firm should approach every customer in a customized way. To do so, the firm should analyze and look into what its consumers like and dislike. For example, a salesperson conversing with a prospective buyer picked up that the customer loved dark chocolate of a specific brand. Later, the salesperson sent a gift voucher of the dark chocolate brand to the customer. The salesperson took that action hoping that the customer might buy the salespersonâ€™s product or suggest it to someone else. Another advantage of the action was the good image of the salesperson in the mind of the customer.
Some other ways a firm can sell creatively are as follow:
Using unconventional, funny, or relatable messages while communicating with the customer.
Customizing the sales pitch based on the customerâ€™s behavior, likes, and preferences.
Sending gift vouchers to customers of their favorite brands.
Sending goods useful for their business
Sending free tickets of their favorite sports or musical event
Important Considerations for Creative Selling
Creative selling is a means to reach a prospective customer in an out-of-the-ordinary way. It encompasses customizing the method of approach or sales pitch for every customer. Following are two important points to consider before adopting creative selling:
The firm must compare the cost of adopting creative selling with the expected return from it. If a firm employs additional money for selling creatively, then it should consider whether the extra cost would give sufficient returns or not. For example, a salesperson sends a gift to the customer that costs way more than the product he/she was trying to sell. Even if the customer buys the product, the salesperson spent more on creative selling than what he/she ended up receiving from it.
Going out of the way to sell creatively must not be done so that the salesperson or firm invades the customerâ€™s privacy or personal space. The gestures and actions must be well within the acceptable norms of society.
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