Point Of Purchase Communications

PURCHASE COMMUNICATIONS.1
POINT OF PURCHASE COMMUNICATIONS.
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Point Of Purchase Communications.
A point of purchase involves where a client is going to purchase an item. This involves the point
by which the client actually purchases a product they intended to. This point is usually arrived at
through a process. In my case, I choose to buy a television screen. When many customers arrive
at a shop they are usually undecided on what to actually buy. It is usually the work of the sales
executive to convince the client on what to buy especially if there are alternatives to the kind of
item the client intended to purchase at first (Andrews, and Shimp,2017). When I arrived at the
outlet I was first undecided on whether to buy a Samsung television, Sony or LG .I was however
sure on the number of inches I needed my screen to be. The point of purchase communication
helped me a lot in making a decision.
The salesman first listened to what I needed. With the kind of money, I was willing to spend we
were down to only the products of these two companies. Several factors put in place influenced
my decision to buy a Samsung television. These factors included economic factors. The product
was affordable for me. Depending on the budget I had equipped myself with I actually had more
than enough for this particular flat screen. Other factors like functional, personal and
psychological factors played a big role in convincing me that was the right screen to take home
(Ashley,and Tuten,2015).
The product was practical in that it had all the features I needed to have on my screen. The
picture quality was superb. It had several Universal Serial bus ports.It also had Wi-Fi
connectivity. All these functional factors were let known to me by the sales executive and
influenced my choice to buy that particular product. Personal factors that influenced my decision
to buy that particular product may have included lifestyle (Erevelles,et al 2016).That particular
screen fitted my elegant lifestyle. It would fit perfectly in my living room. Physiological factors

PURCHASE COMMUNICATIONS.3
may have included perception. I have always believed that Samsung television is always the best.
When I got the chance to own one at a fair price I simply could not turn that down. Customers
always have a perception on their mind about what they want and the kind of products they need
hence the point of purchase communication is usually a catalyst towards helping the customers
acquire what the actually desire (Godey, et al 2016).
To convince a consumer it takes a good sales executive in convincing the customer to either
purchase the product they came to buy or even make an impulse buy.
A good salesman should possess a number of qualities. This may include listening to the
customers more than they speak. When they listen to the customer they are able to come up with
an idea of what the client wants rather than what they need. This plays a big role in making sure
the client leaves the outlet happy and satisfied. A good sales executive will build a business, a
customer a time. This means that every customer is important to them. They award the same
attention to all their customers, this ensures customers satisfaction and in return, the customer
can either purchase what they came for or at some time recommend that particular outlet to their
friend therefore growing the business. They make purchases with the idea of growing the
business rather than improving sales (Solomon, et al 2014).
Growing the business will involve understanding what the customer needs and also developing a
personal touch with the business. When a salesperson thinks about sales they might not
necessarily satisfy the customer.
A good salesman should also be time conscious, know the difference between contact and
contract .They should also use networking tools and develop a relationship with the customer.
Developing a buyer-seller relationship is very essential in almost all businesses. The buyer