THE NOT-SO-SUBTLE ART OF PERSUASION: THE CASE OF ATLANTIS SPA PRODUCTS

While shopping at a local mall, Lana Thompson is approached by a young woman dressed in a white dress shirt, black slacks and black apron, who offers Lana a slice of colorful soap wrapped in tissue paper. Lana slows her pace, accepts the gift, smells the soap fragrance, then turns toward the kiosk t...

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Bibliographic Details
Published in:Journal of the International Academy for Case Studies 2011-05, Vol.17 (4), p.13
Main Authors: Sigmar, Lucia S, Lee, Renée Gravois
Format: Article
Language:English
Subjects:
Case studies
Closing the sale
Personal selling
Skin care products
Online Access:Get full text
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Summary:While shopping at a local mall, Lana Thompson is approached by a young woman dressed in a white dress shirt, black slacks and black apron, who offers Lana a slice of colorful soap wrapped in tissue paper. Lana slows her pace, accepts the gift, smells the soap fragrance, then turns toward the kiosk that features a variety of skin and nail products. The sales associate, Salima, selects another colorful soap sample from her tray and offers it to Lana who stops to accept it. This "hook," effective in its appeal to the senses, entices the customer, and the ensuing sales exchange focuses on the exclusive, mineral-rich beauty products from the Dead Sea. The sales call also demonstrates a number of other classic persuasive appeals, including scientific, emotional, rational, character, comparative, vanity, and sensory. The dialogue also stimulates class discussion of selling techniques including the hook, non-verbal and verbal selling techniques, features and benefits, customer care, responding to objections, and closing the deal. [PUBLICATION ABSTRACT]
ISSN:1078-4950
1532-5822