Languag mouldin

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I.ASSIC, upscale, distirrctive, pa- lV latial: Tlrese are the words btrilders and renrodelers use to clescribe the Irouses today's clients want. Elegant rnoulding, cabitrets, doors, colutnns, lnantels and staircases provide the desired anrbialrce.

To be successful in selling upscale enhancemetrts, a persolt nrust have an appearance, attitude and vocabulary as upscale as the product he is rnarketing. Cornmodity type products are sold on the aspect of price with little additional inforrnation required. However, more details, features and benefits must be presented when sophisticated products are beins sold.

Story at a Glance

Comforting, pleasing language can reduce customer apprehension -. buying decisions need more than price ... how you say it can be as important as what you say.

Upscale sell ing requires confidence in the product and service being sold. In addition, the salesperson must have the patience, product knowledge, training, sales tools and aids and practice to make a proper presentation.

Compared to price selling, upscale selling demands more attention to details. Heeding the culture and value system of the prospect, what he says and doesn't say, his body language and his degree of involvement and interest improves presentation effectiveness and results in more profitable sales.