The first law of nature is self-preservation. All human beings and animals
possess this basic instinct. One of the things that preserves life is food.
But if all a salesman selling a food product could tell the prospect was they
could not live without eating, the salesman would be wasting their time. Even
the lowest of animals instinctively know this. The salesman has to broaden
his appeal when trying to sell the prospect his food product. When making
an appeal in selling a food product these two essential elements of human
interests must come together.

They are health and taste.

The food product must contribute to the health of the prospect to satisfy the
basic instinct of self-preservation. And the taste must be appealing to the
prospect. Will the prospect get enjoyment from eating this food? Will it
contribute to better health, will it build strong bones and teeth? Will it build
muscle, or give him energy? Will it add fiber to his diet?

So we’ve established the food product must contribute to the health of the
prospect and since taste is one of the essential elements of human interests,
if the food product doesn’t taste good, even if it benefits the prospect’s health,
the prospect will not buy the item again. The retailer would have no interest in
purchasing a product they could not get repeat orders for.

Clothing:

Like food, clothing is a necessity of life. We need clothing to protect us from
the environment. Again this is common knowledge. But the customer still
must be sold on the idea of purchasing your product.

Maybe they’re more interested in how others will view them in the clothes.
Maybe comfort is the most important thing to them. If the item of clothing
has the potential to be physically injurious it will be at odds with the basic
instinct of self-protection. In most instances self-preservation will win over
appearance. The garment may be so tight it cuts off circulation, or in the
case of an item for a small child it may have buttons, or attachments that
could be swallowed.

The job of the salesman is to convince the customer to buy.

A man looking for a winter coat may not want to purchase a coat because of
its weight. They may feel it is too lightweight to keep them warm. The
salesman could explain that with the new materials on the market today a coat
need not be heavy to provide warmth. And the lighter weight of the coat would
make wearing it more comfortable than a big bulky coat. Not only that, the
convenience of being able to easily fold it and fit it into a small travel bag is
an added bonus. Plus it’s the latest style in men’s outerwear.

An item such as this would bring the retailer many sales because it meets
the requirements of the human need to protect the body. It’s stylish, so that
satisfies the customer’s pride and boosts their self-esteem.

Copyright 2008 Gloria Whitehorn and www.Dovemang.com All rights reserved

About The Author: Gloria Whitehorn is a freelance writer, business coach and an
authority on salesmanship and business practices. Check out her site that’s
jam-packed with the exact information you need to start, build, and grow your
very own profitable Internet business. I highly recommend visiting her website
http://www.dovemang.com - She knows what she’s talking about.

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