Smart Sales Part I Understanding Clients’ Shopping Schemas And Scripts
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two, the same client goes to one of the fully automated self-service cinemas that have minimum staff assistance. Again his cinema schemas and scripts are activated. But when there is a doubt as in sub-routine 3, in which a ticket kiosk has replaced the ticket counter, the client’s original sub-routine that guided him to look for the ticket counter, will still remind him that he must look for the place where he can choose his seating and purchase his ticket. This will cause him to ask the right question rather than being ambiguous.
The shopping schema and scripts act a purchasing memory guide.
In scenario three, the client’s friends ask him about how to see a show in the same venue as in scenario two. They consult him because they feel that since he has the experience, he will know better. As an experienced user, his schema and script that was used in scenario
