The document discusses three levels of consumer awareness - conscious, preconscious, and unconscious - and provides role plays to illustrate each level. At the conscious level, the buyer is fully aware of their needs and the salesperson is easily able to make the sale. At the preconscious level, the buyer knows they want a product but not the reason, so the salesperson struggles to relate benefits and close the sale. At the unconscious level, the buyer does not know their needs - one role play shows a salesperson failing to uncover hidden needs, while another shows a salesperson succeeding by skillfully questioning the buyer to understand their latent needs.
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The document discusses three levels of consumer awareness - conscious, preconscious, and unconscious - and provides role plays to illustrate each level. At the conscious level, the buyer is fully aware of their needs and the salesperson is easily able to make the sale. At the preconscious level, the buyer knows they want a product but not the reason, so the salesperson struggles to relate benefits and close the sale. At the unconscious level, the buyer does not know their needs - one role play shows a salesperson failing to uncover hidden needs, while another shows a salesperson succeeding by skillfully questioning the buyer to understand their latent needs.
The document discusses three levels of consumer awareness - conscious, preconscious, and unconscious - and provides role plays to illustrate each level. At the conscious level, the buyer is fully aware of their needs and the salesperson is easily able to make the sale. At the preconscious level, the buyer knows they want a product but not the reason, so the salesperson struggles to relate benefits and close the sale. At the unconscious level, the buyer does not know their needs - one role play shows a salesperson failing to uncover hidden needs, while another shows a salesperson succeeding by skillfully questioning the buyer to understand their latent needs.
Copyright:
Attribution Non-Commercial (BY-NC)
Available Formats
Download as DOCX, PDF, TXT or read online from Scribd
The document discusses three levels of consumer awareness - conscious, preconscious, and unconscious - and provides role plays to illustrate each level. At the conscious level, the buyer is fully aware of their needs and the salesperson is easily able to make the sale. At the preconscious level, the buyer knows they want a product but not the reason, so the salesperson struggles to relate benefits and close the sale. At the unconscious level, the buyer does not know their needs - one role play shows a salesperson failing to uncover hidden needs, while another shows a salesperson succeeding by skillfully questioning the buyer to understand their latent needs.
Copyright:
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ROLE PLAY
Narration: As explained by my group members a product is bought by people
to satisfy various needs.
However, the extent to which a person is aware about his/her needs can affect his buying decision to a large extent.
There are mainly 3 levels of awareness i.e. conscious, preconscious and unconscious which our group intends to explain in a form of a small role play.
1st situation: Conscious level
Salesperson: How can I help you sir?
Customer: Actually I want a cool looking cotton shirt. Show me in whites.
Salesperson: Sure sir, we have a lot of variety .I’ll bring it for you.
Customer: Please show me the best shirt that you have as I am going for a date tonight.
Salesperson: Oh that’s nice .See sir this is the limited collection we have. It’s quite IN these days. It makes you feel young and romantic.
Customer: yeah it’s nice. I like it .Pack it for me.
Narration: As you can clearly see through the role play, the buyer is fully aware of his needs i.e. what he wants and why he wants. The buyer is fully aware of his needs as a result of which it is the easiest for a salesman to sell to these people.
In this situation the salesmen is aware that the buyer wants to go on a date and hence he prepares his sales presentation accordingly and is able to close the deal successfully.
2nd situation: Preconscious need level
Narration: In this case the buyer knows that he wants a shirt but does not want to disclose the reason why he wants to buy it.
Salesmen: How can I help you sir?
Customer: I want a shirt, a good one.
Salesmen: Sure sir we have a lot of variety.
(Salesmen shows shirts)
Customer: No, no I don’t like all this. Show me something different, something new.
Salesmen: Okay I’ll show you another one.
See this one sir. This is quite in trend .The material quality is also fabulous and moreover it’s not too expensive.
Customer: No I don’t find it much appealing.
Salesmen: Sir can you please tell me for what purpose do you need it..i mean do you need formal one or casual ??
Customer: No that’s ok. I’ll come some other day. Thank you very much.
Narration: In this situation since the buyer is not ready to disclose the purpose for which he wants to buy the shirt therefore the salesperson is not able to relate his product benefits to the actual need of the buyer. As a result of he is not able to close the sale successfully.
3rd situation: Unconscious level
Narration: It is a level of need awareness when people don’t know why actually they want to buy a product-only that they do buy.
1st scenario-Video
Narration: The video displays the unconscious need of a buyer. The customer really doesn’t know what he wants to buy. Moreover the salesperson is not able to bring out the hidden needs of the customer and is not able to make a sale.
2nd situation: (successfully dealt by the salesperson)
Customer roaming around the shop.
Salesperson: May I help you?
Customer: I am just having a look at the shirts.
Salesperson: Sir I can see that you having a look at the shirts for a long time. Are you looking for some specific type of shirt? Probably I can help you. Customer: ummmmm …yeah ..!
Salesperson: By your appearance you look as if you are a professional. Should I
show something in formal?
Customer: Ya, I will not mind having a shirt for office purpose.
Salesperson: Please have look at our formal collection. This is the best shirt we have in terms of quality and it will give an excellent professional look.
Customer: Yaa that’s a good 1. Pack this for me.
Narration: In this situation the salesmen draws out the prospective buyers unconscious needs through skillful questioning. By preparing the sales presentation according to the needs of the customer he is able to close the sale successfully. In this he is able to convert the buyer’s latent needs to his effective needs.
