Selling Today: Partnering to Create Value, 14/e

Need Satisfaction—The Reminder Presentation Strategy

Studies show that awareness of a company’s products and services declines as promotion is stopped. This problem represents one of the reasons many companies employ missionary salespeople to maintain an ongoing awareness and familiarity with their product lines. Other types of salespeople also use this presentation strategy. Route salespeople rely heavily on reminder presentations (sometimes called “reinforcement presentations”) to maintain their market share. Salespeople, such as the Tom James Company’s Alex Homer introduced in Chapter 1, know that if they do not make frequent calls and remind customers of their products, the competition is likely to capture some customers (Figure 12.2).