Emphasis on specifics 'can improve sales'

Those working in sales should draw their clients' focus to the specific attributes of the product they are trying to sell, it has been claimed.

According to a new study published in the Journal of Consumer Research and authored by Loran Nordgren of Northwestern University and Ap Dijksterhuis of Radboud University in the Netherlands, deliberative attention naturally gravitates toward highly-salient or novel aspects of an object.

"Marketers might use a deliberative mindset to focus consumers' attention toward particular aspects," commented the authors.

The went on to say that in this way, the weighting of attributes created by deliberation might be used to highlight the one sellable feature and draw attention away from the unattractive features.

Earlier this week, Dr Peter Hughes, managing partner of marketing theory agency Cognition PR, claimed understanding human psychology is key to the success of sales departments during a downturn, as the more people believe a recession is going to happen and things are going to get worse, the more likely that is going to be the case.

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Filed: 27-01-2009