Jennifer Lombardo received both her undergraduate degree and MBA in marketing from Rowan University. She spent ten years in consumer marketing for companies such as Nielsen Marketing Research, The Dial Corporation and Mattel Toys. She is currently an adjunct professor of marketing at Rowan University and a social media marketing consultant.
Persuasive Message Definition
In the workplace, a persuasive message occurs when a person attempts to convince an individual or group to take certain specific actions. The two types of persuasive messages in the workplace are sales and marketing, which are utilized to achieve organizational objectives. Sales is the action of selling something, while marketing concerns activities that are used to educate, promote and inform consumers about a product or service.
Gigantic Homes is the seller of luxurious homes in the local area. They depend on persuasive messages to convince customers to purchase their beautiful homes. Let's take a look at how sales and marketing messages are used as a persuasive communication tool.
Request for Action
Sales and marketing messages are used for action, goodwill and information. These types of messages are a request for action in order to get the consumer to purchase a product. The sales message is all about closing the deal, while the marketing message is concerned with making the consumer aware of the deal. At Gigantic Homes, the sales team is responsible for closing the deal, while their vivid television ads showcase their beautiful homes.
Part of the process of developing a marketing message is to analyze the audience, know the competition and promote key selling points and benefits of a product. Gigantic Homes conducts surveys of the target audience to see what new design upgrades are demanded. For example, this year, homeowners wanted laundry rooms on the second floor to avoid lugging dirty clothes down steps.
One way to utilize persuasion for a marketing or sales objective is through the use of the AIDA model. This marketing model is used to describe the steps that are needed to persuade a consumer to take action. The model stands for Awareness, Interest, Desire and Action.
Awareness is the first step of the AIDA process. Awareness is product knowledge gained through free product samples or emails. Gigantic sends monthly emails with video tours of their sample homes and the latest pricing information.
The second step is interest, or wanting to know more, and can be achieved by highlighting the benefits of the product or service. In this stage, the message should keep the attention of the consumer. Gigantic Homes was smart enough to hire a local sports celebrity, who also purchased their home, as their spokesperson.
The third step is desire, or a strong want, and focuses on the audience and adds supports for the product's claims. Gigantic Homes communicates to the consumer how reasonable it will cost to buy their homes.
The last, and final step, is action, and the marketing message should create a sense of urgency to buy. If a consumer is not ready to buy immediately, Gigantic Homes always adds a deadline date as to when prices will be going up.
Sales messages are utilized for a presentation of ideas. A sales presentation's purpose is to educate the consumer and be prepared for objections. There are specific steps that can be used to create an effective persuasive presentation of ideas. Gigantic Homes has an intensive sales training program where the salespeople are educated about the home product and learn the steps to close a sale.
1. Product Knowledge - this message explains how the consumer will benefit from the product.
2. Prospecting - the ability to find qualified new customers through use of email or direct messages. Gigantic Homes constantly searches for potential new clients. They even use social media to target people who announced engagements on Facebook and may possibly be home shopping.
3. The approach - this is how the salesperson greets the consumer and starts the process. Gigantic Homes always offers a tour of their model homes.
4. Needs assessment - the salesperson interviews consumers to see how they can solve their needs or problems. Each customer is provided a key salesperson who answers any questions.
5. The presentation - key elements of the product or service are communicated through messages via email, formal presentation, in-person conversation, etc.
6. The close (sales request) - This is the most important step as it informs the Gigantic salesperson if the customer is serious about buying a home. Potential objections, or problems, that could keep the customer from making a purchase are usually discovered by the salesperson at this point.
7. The follow up - the consumer is reassured and thanked for purchase through email or letter. Gigantic always sends a thank you letter or delivers a bouquet of flowers on the day of settlement.
In the workplace, a persuasive message occurs when a person attempts to convince an individual or group to take certain specific actions. The two types of persuasive messages are sales and marketing, which are utilized to achieve organizational objectives. Sales is the action of selling something, while marketing concerns activities that are used to educate, promote and inform consumers about a product or service.
The AIDA model is used to describe the steps that are needed to persuade a customer to take action. The model stands for awareness, interest, desire and action. This model is used to cultivate the correct kind of messages needed to persuade the consumer to make a purchase. Sales messages are utilized for a presentation of ideas. A sales presentation's purpose is to educate the consumer and be prepared for objections. There are specific steps that can be used to create an effective persuasive presentation of ideas.
- Product Knowledge
- The Approach
- Needs Assessment
- The Presentation
- The Close
- The Follow Up
The correct persuasive message will result in successful sales in the business environment.
After this lesson, you should have the ability to:
- Define persuasive message and identify the two types
- Describe the purpose of the AIDA model and its components
- Explain the purpose of a sales presentation and the steps to creating an effective one
To unlock this lesson you must be a Study.com Member.
Create your account
Register to view this lesson
Unlock Your Education
See for yourself why 30 million people use Study.com
Become a Study.com member and start learning now.Become a Member
Already a member? Log InBack