|Posted by Amanda Abiola on August 3, 2017 at 12:30 PM|
One of the very critical techniques that I have used in my mail order ads is a process called "Linking". It is a technique of relating what the consumer already knows and understands with what you are selling to make a new product easy to understand and relate to.
Fads are very powerful and you have to understand the basic concept of linking. But how does this help in the selling process when there isn't a fad? And how could this trigger be used in a personal selling situation?
Whenever I sell a new product or a unique feature of a new concept, I use linking. I take what is familar to the prospect, relate it to the object I am selling, and create a bridge in the mind of the prospect. Because of this linking, the prospect needs to think a lot less to understand the new product. The product is easier to relate to the needs of the prospect. Everybody wins.
Linking is a basic human emotional system of storing experiences and knowledge and recalling those experiences and linking them to something we have to deal with on a daily basis.
We often link things together in our memories.
In the personal selling process, simply be aware of how linking works. Presenting your product or serivce by linking it to something the consumer can relate to and understand is very powerful in that selling process.