Smart Sales Part I Understanding Clients’ Shopping Schemas And Scripts
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Understanding of the shopping schemas and scripts of clients will enable you to practice smart sales.
What are shopping schemas and scripts?
A shopping schema is basically a client’s mental structure (organization and understanding), that he has about the subject of shopping for a product / service. This understanding will influence him to take notice, think about, and remember anything that has to do with shopping (Bartlett, 1932; Markus, 1977). The scripts are the sub-routines (sub- activities of each schema), that enables the client to carry the process of shopping. And from where does he get these shopping schemas and scripts? Clients get their shopping schemas and scripts from their past experiences and social environments. These experiences can be real or learned, comprising of shopping knowledge, beliefs, experiences and emotions (positive / negative).
