In conducting an effective value-added sales presentation, it is a good idea to appeal to all appropriate senses. Each of the five senses—sight, hearing, smell, touch, and taste—represents an avenue by which the salesperson can attract the prospect’s attention and build desire.

Although sight is considered the most powerful attention-attracting sense, it may not be the most important motivating force in every selling situation. When presenting a food product, the taste and aroma may be critical. Designers and decorators tell us that most furniture buyers still want to touch and feel the product before they buy it.

Gary Beetle, owner of Beetle Winery located in San Luis Obispo County, California, understands the importance of reaching the prospect through as many senses as possible. He spends considerable time each year selling his wines to retailers and restaurant owners.13 The sales presentation for a quality wine usually highlights four areas:

• Consumer demand. The wine’s sales potential is described in realistic terms.

• Marketing strategies. Suggested ways to merchandise the wine are discussed.

• Bouquet. The distinctive fragrance of the wine is introduced.

• Taste. A sample of the wine is given to the prospect in a quality wineglass.

Note that a sales presentation featuring these appeals can reach the prospect through four of the five senses. Collectively, these appeals add value. When you involve more than one sense, the sales presentation is more informative and more persuasive.