Once is enough for the wise man,
they say. But in the world of sales and trade, there is no such
thing as an arrangement being confirmed just once. In order
for you to finally close that deal, you will have to exercise
a number of sales
techniques and persuasion strategies, and one of the most
effective is repetition.
The more you repeat the benefits
of the product or service you are selling, the more it becomes
natural to you and your prospect. It is this feeling of naturalness
that you want to accomplish; because when an idea becomes second
nature, it won't appear as if you're trying to sell; but instead,
you'll just be highlighting the obvious.
After watching a certain advertisement
on television, notice how we find ourselves humming the ad's
catchy jingle even while we're doing something else. That's
repetition in action. In fact, it operates on several levels.
Importance of repetition
Repetition is necessary to retain
a certain piece of information to memory. For example, if you
need to learn a certain poem, you keep repeating it to yourself,
even in your sleep, so you could commit it to memory. This method
is also needed to promote a better understanding of a certain
idea or issue. Thus, if you want to convince your prospect that
your product is the best in its industry, then you will have
to keep repeating its benefits and the awards (if ever) it received
to persuade him.
Repetition also breeds familiarity.
The more often you reiterate the merits of your product, the
more likely your target buyer will feel and think that what
you're saying is the one and only truth. There might be other
brands in the industry; but if your prospect is most familiar
with yours because of your advertising strategies, then he is
likely to buy what you are offering.
Of course, repetition should
not be overdone as familiarity can also breed contempt, as the
saying goes. If you bombard the buyer too much, you will appear
desperate, your campaign will look forced, and your approach
will seem irritating. You want to win your client over to your
side, not drive him away by being too pushy.
There is a method to successful
repetition, and that is moderation. As with anything else in
this world, too much is too much. If you start annoying your
client with your aggressiveness, you're not likely to get any
positive response from him or his network (who he will most
probably tell) now or any time in the future.