The salesperson now tells the product ‘story’ to the buyer, often following the AIDA formula of gaining attention, holding interest, arousing desire, and inspiring action. Companies have developed three different styles of sales presentation. The oldest is the canned approach, which uses memorized sales talk that covers the main points. (this will NEVER work in a film production meeting) The formulated approach identifies early the buyer’s needs and buying styles and then uses an approach formulated for this type of buyer. It is not canned but follows a general plan. The need/satisfaction approach starts with a search for the customer’s real needs by encouraging the customer to do most of the talking. This approach calls for good listening and problem-solving skills.
According to experts, there are certain words that make listeners take notice. Apparently, the 15 most persuasive sales words are: discover, money, guaranteed, love, proven, safe, own, best, good, easy, health, new, results, save, and free. It has been suggested that a salesperson needs to introduce a ‘wow’ factor: an intangible element that causes an emotional response in potential buyers, making them take a second look, draw in breath, and say, “Wow, I have to buy that!”
There are two ways to create the wow factor. The first is by introducing a product that is unique. More often than not, this is impossible, so the second way is to add the factor to the sales personality by generating enthusiasm, and delivering what is promised. How does this apply to film commission? Unique offerings might mean an extraordinary shooting location or an unique incentive. These days, while “guarantee” is nearly extinct from the film commission vernacular, “steady, stable, reliable” are key words that a production wants to hear.
“The greatest selling tool we have is the quality and caliber of the films that have been made here.
We can also always assure foreign film makers that the UK has expertise across every stage of production. This means they do not have to pay the large costs involved in bringing people with them.”
– Steve Norris, Former British Film Commissioner