Sales aids

"Pharmaceutical sales representatives who call on doctors have found that they must tell their story in about five minutes. To persuade the doctors to think about the product and not about their patients for a few minutes, they rely heavily on visual aids, or sales tools, which keep the doctor's mind and eye on the story."
- Pederson, Wright, Weitz (1984)

"A product feature that is dramatized vividly creates a strong impression."
- Pederson, Wright, Weitz (1984)

Lidstone (1989) makes the following comments about Sales aids:

"Advantages

• Adds 'visual' power to the strength of salesman's words.
• Its 'aide-mémoire' potential helps to transmit all of the message.
• It must complement the sales visit.

...

Disadvantages

• If not practical and well designed, it is very costly.
• It has no effect without personal interpretation.
• If it is not seen as practical, it will not be used.

...

Comments

• Materials must conform to a doctor need, real or potential.
• These types of material must have and meet definable objectives."

- Lidstone

Lidstone J with Collier T. Marketing planning for the pharmaceutical industry. Aldershot UK. Gower 1987
Pederson, Wright, Weitz. Selling: principles and methods. 8^th Ed. Homewood, Illinois. Irwin 1984