Stimulus Response Approach

Stimulus-Response Approach
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The sales presentation would rely on my ability to say the right things (stimulus) to obtain favorable reactions from the buyer (response). It is normally known as the Canned Approach since a script is used in most cases. The sale presentation would presuppose and present the advantages or the value of the features which might be important or relevant to all prospects. According to Pavlov’s theory, a given stimulus (like food) will probably produce a certain response (like salivation) (Koekemoer & Bird, 2004). The direct application of this theory suggests that a salesperson would send out stimuli in the words, which that would produce a given response to the prospect. The ideal or ultimate response would be the purchase of the product/service. The presentation would first get the attention and get the prospect interested in the program. I would then build their desire by showing the benefits of the program then get to action where the prospect makes their mind whether to take up the program or not. For instance:
Sales representative: You know, we all go through things in life and sometimes life gets hard. But that doesn’t mean that there are no other ways to handle our problems outside of alcohol and drugs.
Prospect: Yeah, I know.
Sales Representative: Don’t you want to drive somewhere and be under the influence and end up hurting someone because of the choices you have made, would you?
Prospect: No.
Sales representative: Don’t you think it is high time you get some help? We have a program that is geared towards your age and will provide lots of help in your recovery.

I can get you more information right now.
Prospect: Yeah, that sounds great.
Considering the sales presentation for chemical dependency program, it is vital to be ready with the right questions in the right sequence so that the prospects may relate to the questions and then respond properly as in the example above.
Reference
Koekemoer, L., & Bird, S. (2004). Marketing communications. Lansdowne, South Africa: Juta Academic.