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FOCUS PSI Journal 6/2016 cause he wants to secure his income to realise his goals in life. THE ADVANTAGES OF HAPTIC SALES AIDS The advantages of haptic sales aids are obvious: they stimulate multisensory dialogue. Through the interaction of the senses of hearing, seeing and recognising, clients are receptive to arguments in favour of buying much more quickly, easily and sustainably. This means that thanks to sales aids, the customer recognises and understands his needs immediately, even and especially when it comes to illustrating abstract issues. Haptic sales aids make the intangible tangible, unfold persuasive power and develop a con- crete product experience. However, the benefits of haptic sales aids are even more multi-faceted: What should guide the customer in his decision making is also a sales aid for the consultant and seller to find the perfect door-opener for the desired sales pitch. It supports a structured discussion like a “red thread”. If a haptic sales aid has been cleverly chosen, its unusual and special feature makes the customer curious. If it is exclusive, it offers a unique selling proposition for the company. The customer is motivated to actively engage with the product, to discover it, even if the benefit is non-representational and abstract. This creates a greater willingness to buy. CHALLENGE FOR THE PROMOTIONAL PRODUCTS INDUSTRY A haptic sales aid is used by the consultant or seller to assist him in communicating with the customer directly at the point of sale. However, it also requires an explanation by the consultant or seller as it cannot be communicated autonomously. In contrast, haptic advertising is capable of this. A product becomes a haptic promotional product if it is useful, can be used repeatedly and the giver remains positively etched in the recipient’s memory when the product is in use. From a haptic and multisensory aspect, therefore, presents, give-aways and ultimately promotional products are gaining in importance. The qualitative aspect should under no circumstances be neglected. In other words, the pen should not be restricted in its capacity to a trendy, haptical promotional product. It should be usable for some time, not run out, and give pleasure to customers when in writing. And the promotional coffee mug must not break during use, advises Karl Werner Schmitz. Whether it be a haptic sales aid or haptic promotional product – the approach of Karl Werner Schmitz could also be an interesting challenge for the promotional products industry to develop creative and meaningful products for specific communication tasks. Probably the first haptic sales aid in the world In 1492 Christopher Columbus discovered America. Upon his return to Spain, Cardinal Mendoza criticized Columbus during a meal, claiming that discovering the New World was an unremarkable feat that any number of people could have accomplished. To put his critics to the test, Columbus challenged anyone to stand an egg on its end. Many attempts were made, but nobody managed to perform the task. Everyone was firmly convinced that this was an impossible task, and Columbus was asked to try it himself. He struck one end of his egg against the table which allowed it to remain upright. When those present protested that they could have done the same thing, Columbus replied, “The difference is, gentlemen, that you could have done it, whereas I actually did it!” Columbus showed that if you are successful in helping your interoculator or your customer to physically underr stand something, the persuasive power is higher because physical perception always represents an irrefutable confirmation. (Source: wikipedia In: Karl Werner Schmitz, “Die Strategie der 5 Sinne”)

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