There are only two aspects to moving product. One is generating interest, the other is making the sale. Both of these action steps require that a decision be made, by somebody, to do something. There is a quality of the human mind which doubts and resists such a commitment decision.

Understanding this process can lead to assistance from the sales professional to the customer in making the desired response, whether it be the initial decision to participate in the product demonstration, or the ultimate decision to buy. Offers are known as effective tools to assist the decision-making process. However, offers must be of value. While value is a relative issue, the professional sales person must find out which kinds of offers generate the desired responses.

Example: "Send for our brochure and get free tips on how to cook better desserts," or, "Cal/ by Saturday and get a free ?.," or, "Buy from this ad and receive a free public relations planning manual."

In addition, "time frames" that force a decision (creating urgency) in order to "get the goods" are necessary, or the entire intention of encouraging a commitment is lost.

Daniel Wadleigh is a nationally published marketing consultant and has programs for start-up and existing businesses including effective web sites, e-mail/database, other non-internet ways to drive them to your website, and low cost ways to get more new customers.

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