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Understanding Sales Persuasion Through Media and Cultivation Theory

This comprehensive analysis explores the intersection of sales persuasion and media theories, including McLuhan's views on media and Gerbner's Cultivation Theory. It examines the role of sales representatives, their purpose, and the challenges they face from a buyer's perspective, highlighting the five key objections: ability, trust, need, help, and urgency. By relating these concepts to practical sales strategies, we discover how understanding media influence can enhance persuasive techniques in sales, ensuring better customer engagement and relationship building.

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Understanding Sales Persuasion Through Media and Cultivation Theory

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Presentation Transcript

  1. Agenda • Sales: An Applied Setting for Persuasion • McLuhan’s View of Media • Gerbner’s Cultivation Theory • Agenda Setting Theory

  2. Sales Persuasion • Who is a sales representative? • What is the purpose of sales?

  3. The buyer’s perspective: the five no’s • No ability • No trust • No need • No help • No hurry

  4. An Initial Step Qualifying the Customer

  5. Sales Persuasion Relating

  6. Sales Persuasion Relating Discovering

  7. Sales Persuasion Relating Discovering Advocating

  8. Sales Persuasion Relating Discovering Supporting Advocating

  9. Sales Persuasion Relating No Trust Discovering Supporting Advocating

  10. Sales Persuasion Relating No Trust Discovering No Need Supporting Advocating

  11. Sales Persuasion Relating No Trust Discovering No Need Supporting No Help Advocating

  12. Sales Persuasion Relating No Trust Discovering No Need Supporting No Hurry No Help Advocating

  13. Relating Skills Relating No Trust Discovering Supporting Advocating

  14. Discovery Skills Relating No Trust Discovering No Need Supporting Advocating

  15. Advocating Skills Relating No Trust Discovering No Need Supporting No Help Advocating

  16. Supporting Skills Relating No Trust Discovering No Need Supporting No Hurry No Help Advocating

  17. McLuhan’s View of Media Determinism • global village • the medium is the message • we become what we behold

  18. Medium hot and medium cool Cool Hot Television Movies Radio Books

  19. Attempt at Clarity • Question 1: What does it (the medium or technology) extend? • What does it make obsolete? • What is retrieved? • What does the technology reverse into if it is over-extended?

  20. How has popular music changed since MTV? • How has the Internet changed the way we stay in touch? • Did the printing press change the course of Christianity? • Word processing, cell phones, and calculators has improved efficiency, but how has it hurt learning?

  21. Cultivation Theory

  22. Agenda Setting Theory • U.S. Invasion of the Soviet Union

  23. The U.S. Invasion of Vladivostok 1918-1920

  24. Agenda Setting Theory • U.S. Invasion of the Soviet Union • East Timor: 200,000 (1981-1995)

  25. Agenda Setting Theory • U.S. Invasion of the Soviet Union • East Timor: 200,000 (1981-1995) • Rwanda: 657,000 (1990-1994)

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