The not-so-subtle art of persuasion: the case of Atlantis Spa products.

Sigmar, Lucia S. ; Lee, Renee Gravois

CASE DESCRIPTION

The primary subject matter for this case involves the sales approach of a kiosk vendor, selling nail and skin care products, in a suburban American mall. The dialogue contains diverse persuasive appeals and customer responses. This case was designed for use in undergraduate business communication, marketing, or personal selling courses, particularly courses that address analysis of persuasive appeals and/or personal selling techniques, and development of persuasive communications.

The dialogue format is central to the case. Through the various ways the sales representative presents the product information and approaches the sales call, and the various ways the buyer responds, the dialogue is ripe with analytical opportunities for the students.

The case could be taught in two 50-minute or one 75-minute session(s) and is expected to require two hours of outside preparation by students. It can be used as a follow-up to class discussion of persuasive appeals or a range of personal selling techniques, or as a preliminary assignment to a written persuasive appeal or persuasive role play.

CASE SYNOPSIS

While shopping at a local mall, Lana Thompson is approached by a young woman dressed in a white dress shirt, black slacks and black apron, who offers Lana a slice of colorful soap wrapped in tissue paper. Lana slows her pace, accepts the gift, smells the soap fragrance, then turns toward the kiosk that features a variety of skin and nail products. The sales associate, Salima, selects another colorful soap sample from her tray and offers it to Lana who stops to accept it. This "hook," effective in its appeal to the senses, entices the customer, and the ensuing sales exchange focuses on the exclusive, mineral-rich beauty products from the Dead Sea. The sales call also demonstrates a number of other classic persuasive appeals, including scientific, emotional, rational, character, comparative, vanity and sensory. The dialogue also stimulates class discussion of selling techniques including the hook, non-verbal and verbal selling techniques, features and benefits, customer care, responding to objections, and closing the deal.

The Case Synopsis and the Case Description should be removed before this case is assigned to a student or student group. This information could prejudice the minds of students.

CASE DIALOGUE

It was a leisurely Sunday afternoon in August, and Lana Thompson decided to go shopping at the Centerville Mall for nothing in particular. Her first stop, upon arrival, was the Java King Coffee Shop for her usual-a medium vanilla latte-and as she strolled slowly down the mall's spacious and carpeted concourse, Lana enjoyed slow and indulgent sips of her favorite beverage. She paid little attention to the various kiosks strategically positioned at intervals along her way, and focused her attention on the extravagant window displays of clothing and jewelry.

As Lana approached the Atlantis Spa Products kiosk, she was met by an attractive sales associate dressed in black slacks, a crisp white shirt and black apron with a tray of colorful soap samples in her left hand. As she closed the gap between herself and her potential customer, Salima gracefully selected a sliver of colorful, translucent soap wrapped in tissue paper, and offered it to Lana with a shy smile.

Part One: The Hook

Salima: Please ... (Offers a soap sample to Lana as she passes by the kiosk.)

Lana: (Lana pauses, takes the sample, and smells.) Oh, thank you. Mmmmm ... this smells wonderful.

Salima: Would you like another?

Lana: (Lana stops and turns toward the kiosk.) Yes, thank you. This one smells good, too.

Salima: Yes. (Smiles and nods in agreement.) I am Salima. What is your name?

Lana: Lana.

Salima: Lana. Is such a beautiful name. Where are you from, Lana?

Lana: I live here in Centerville.

Salima: I am from Jordan, in a city called Amman.

Lana: You're a long way from home.

Salima: (Smiles.) Yes, I have been here only for six months. How is my English? You can understand me?

Lana: Oh, it's fine. You speak very well for only being here six months.

Salima: Lana, can I ask you something? It's a little personal.

Lana: Well, yes.

Salima: May I see your hands?

(Lana holds out her hands. Salima studies them intently, then nods her head knowingly.)

Salima: Hmmm...You go to the nail salon sometimes?

Lana: Yes.

Salima: Do you mind if I ask...About how much do you spend there?

Lana: Oh, it costs me about $30 for a manicure.

Salima: So, $30 for manicure, then maybe another $30 for a pedicure if you get that, too? Plus, you have other costs, too, like your tip and your gas to get there. So, about $80 twice a month is what most women pay to go to the nail salon.

Lana: (Nods in agreement) Yes, the expenses do add up pretty quickly.

Part Two: The "Magic"

Salima: May I show you something for your nails? May I take your hand? (Lana extends her hand, and Salima inspects it.) Are you doing your own nails?

Lana: Yes. And sometimes I go to the salon.

Salima: Hmmm. See these ridges? See how dull? Now, I have something amazing here. I will show you on one finger. Don't look until I am finished. (Salima buffs Lana's fingernail using a four-sided buffing block, talking as she buffs). This side of the block is for the ridges and for cleaning the nail, and you see I buff five seconds, one...two...three...four...five. Now, this side is for the circulation. This brings up all the natural oils and stimulates blood circulation and massages the nail so it grows faster, one...two...three...four...five. Now, I buff this time with the magic side, one...two...Now don't look until I am done...three...four...

Lana: What is on the magic side?

Salima: (Lowers her voice to a whisper.) Is pure silk.

(Salima continues buffing) So, three...four...five with the silk side. Now, don't look yet (Salima holds her finger over Lana's fingernail). You see, all you need is to buff with three sides for five seconds each. This cleans your nail, brings all the natural oils up to the surface, and helps it grow faster. Saves you time. Saves you money. Are you ready to see difference in your nails?

Lana: (Now curious.) Yes.

(Salima positions Lana's hand under the kiosk light and ceremoniously removes her finger from Lana's nail.)

Lana: Wow! What a difference.

Salima: (Smiles knowingly). Yes. And it will stay shiny for the next two weeks. Look at what was before (points to Lana's other nails on that hand) and what is after (points to the buffed nail). So you know that this is good? You see all the lines and ridges here in this nail? But in this nail that we just buffed-gone. And you see how easy? Use this side of the buffer for five seconds, this side for five seconds, and the magic side for five seconds. Easy. And so much difference. Just look at the difference.

Lana: You're right. This nail is really shiny.

Part Three: The Healing Minerals of The Dead Sea

Salima: Now, let me show you something else amazing. This...(Salima picks up a bottle filled with clear liquid.)... is a cuticle oil made from minerals from the Dead Sea. You see all the dry, dead skin around your nail? (Salima holds Lana's hand, pointing to her cuticles.) Now, we just massage this oil into your cuticle-it is full of nutrients. Then we are going to really see shine! (Salima massages the cuticle oil into the top of Lana's nail.) And again we count. One...two... three...four... five... and look!

Lana: Wow, what a difference. My skin actually feels better and softer on that finger.

Salima: Yes...and really simple, one...two...three...four...five. And look at the difference from your other cuticles that are dry. It's like your lips. When you have dry lips, what do you do? You moisturize them. Your nails need that moisture, too.

Lana: (Nods.) Mmmm-hmmm.

Salima: And you do your nails by yourself-fast and easy-without having to go to the salon. How much is it at nail salon did we say, about $80 for twice a month? That's almost $160 a month, or over $1,000 a year for your hands and feet, right? This is so much cheaper. And you know the best thing? (Long pause.)

Lana: (Curiously.) What?

Salima: (Salima lowers her voice.) The lifetime warranty.

Lana: What do you mean?

Salima: (Peels off sides of the nail buffer.) These sides of the buffer, you get them anytime from us, free. You use them, you need more, you come see me in the mall and I replace them. I give you my phone number and my e-mail. How much for nail salon each month? $160 or more! How much is that a year? (Lana rolls her eyes.) Oooooooo - more than $1,000 in a year. For you, this package, with all the Dead Sea minerals for your nails, only $79! For whole year's supply. That's a lot cheaper than one visit to nail salon! And inside you get four things...(Salima carefully opens the package of nail products and shows Lana the four products inside. ) You get the buffer with lifetime warranty, which you can bring to any of the malls and you get replacement free. No charge. Or you call me anytime, and you say you want replacement, I mail it to your home. Free. Also you get the cuticle oil. And this nail file. And a lotion with minerals from the Dead Sea.

Lana: I think $79 is pretty expensive for a manicure set.

Salima: Well, remember that these products will last the whole year for you. So easy to use and saves you so much money. And look at this. (Gently, almost reverently, Salima picks up Lana's hand again and points to her buffed fingernail.) How shiny is this? And you know how proud I am of these products? Because five days from now, your nail will still be shiny. Ten days from now your nail will be shiny. And so easy. Buff with this side first, then this, then this, and look. Or, if you need to go even faster, just use the white side--the silk side--and buff one...two...three...four...five, and look, everything is so simple, you cannot imagine. You go to the nail salon and everything is so expensive and the products are made from chemicals, not natural. Don't go to the nail salon. Our products are safe and natural. With our products, you get a professional manicure. And you don't have to go to the nail salon, the nail salon comes to you. And look--(Again, Salima points to Lana's nail)--this is the natural shine of your nail--no chemicals. What do you think? You like the way your nail is so smooth and shiny and natural?

Lana: Yes.

Salima: The set comes with lotion from the Dead Sea, too. Which of these lotions do you like best? (Lana points to four lotion bottles, each labeled with the name of the fragrance.)

Lana: Let me smell the Sea Breeze one and the Blue Sky one.

Salima: (Salima open the two bottles and gives them to Lana.) Which fragrance do you like best?

Lana: I think Sea Breeze. It smells so fresh.

Salima. Here, I put on your hand. (Salima puts a drop of lotion on Lana's hand and rubs it in slowly.) It leaves your skin relaxed and hydrated. You like the smell and feel of the lotion?

Lana: This lotion is nice. It makes my skin feel so silky.

Salima: That's because of the minerals in the sea, it's all very fresh all of the time. All natural. Not made in China, not made in Japan. It's made in Jordan from the waters of the Dead Sea. Not with chemicals.

(Salima hands Lana a bottle of the Sea Breeze lotion.) Have you heard of the Dead Sea? Do you know where it is?

Lana: (Hesitates.) I think it's in the Mediterranean?

Salima: The Dead Sea is a salt lake in the Jordan Valley, between Jordan, where I am from, and Israel. It's very tranquil in the Dead Sea, and very rich in minerals. Since early times, women have known about the medicinal properties of the Dead Sea. Have you ever heard of Cleopatra?

(Lana nods).

She was Queen of Egypt. Very beautiful. Very smart woman. She used the water and mud to keep herself youthful. She knew of the miraculous and healing effects of these minerals on skin. Today, I will show you these secrets.

Salima: Millions of people use the mud and water of the Dead Sea. Why? For good health. Medical research shows us that the Dead Sea salts and minerals have healing properties. These products are very exclusive. And millions of people spend a lot of money every year to travel to the Dead Sea. Now we bring the Dead Sea to you. No jet lag. No dehydration or circulation problems while in the airplane! (Pauses.) So Lana, do you know what are the benefits of the Dead Sea?

Lana: Not really.

Salima: Some say the Dead Sea minerals are magical. Not magical, but very healthy to us. Science proves this.

(Salima holds up her hand, looks directly at Lana, and begins to count off each finger.) Many scientific studies show the number one benefit: Dead Sea minerals are great for your body and skin. They help to balance the water and moisture level in your skin. Number two: They heal your skin tissue which is damaged by sun and chemicals. Number three: They make the skin anti-allergic. Number four: You know environmental factors like pollution that affect our skin? These products protect our skin against these pollutants in the air. Number four: You know the toxins our bodies produce? These products neutralize these toxins. And number five is best of all: These products help you relax. They relieve stress. (To emphasize the point, Salima points to a photograph of a beautiful, bikini-clad woman floating serenely on the surface of the Dead Sea.)

Lana, do you have stress in your life?

Lana: (Nods emphatically.) Yes I do.

Salima: The salts and minerals from the Dead Sea truly do have healing properties and can help you with stress, or fatigue, and even sleeplessness. Or maybe you have arthritis or aches or poor blood circulation? Our products are good for these problems as well. Mud from the Dead Sea contains minerals that heal wounds, wake up hair roots and eliminate dermatitis and dandruff. Some people say it can even stop headaches and migraines. Maybe you have skin allergies, Lana, yes? Dead Sea minerals can even stop eczema and skin rashes--even dandruff. And just look at your hands. These minerals make your skin more beautiful and elastic. Our products are all made with the healing waters and minerals of the Dead Sea. People from all over the world come to Jordan for these products and now we bring them to you. The nail products contain these natural minerals. The cuticle oil and the lotion we put on your hands--they are made from the Dead Sea and they will help to heal and strengthen your hands and nails. You like how your nails look after using these products?

Lana: Yes, but $79 is still too expensive.

Salima: Even though the products contain natural and healing minerals, and will last for an entire year?

Lana: Yes, I'm afraid so.

Salima: (Salima pauses for a long time, and squints her face in intense concentration.) I tell you what I'm gonna do for you. If you take two manicure packages, I sell you the first one for $59, the second one you pay only $29. You like these products?

Lana: Yes, but I'm still not sure about the price.

Part Four: This Product Will Change Your Life Seriously

Salima: It's gonna be o.k. Here, you take this bag. (Salima hands Lana a bag with the two manicure packages.) These are for you. I'm gonna change your life today.

Lana, this (Salima holds up small bottle) is gonna make you look "Wow"! This is an eye serum. This is gonna change your life seriously. Most women worry about the circles under their eyes. Is that something that bothers you?

Lana: Yes, of course.

Salima: This eye serum will totally fix that. I can help you remove those circles. Come, please, sit here (Salima gestures towards a chair) and I will show you.

(Lana sits).

Salima: Why is it that this eye serum can remove the circles? Because of the minerals from the Dead Sea. Minerals are something your body needs and recognizes in one second.

Lana: Hmmm.

Salima: I tell you the truth. Seriously. Don't look at my shoes. What color shoes do I have?

Lana: Black?

Salima: Do you know or is it a guess?

Lana: It's a guess.

Salima: Yes. Because it's not important the color of my pants or my shoes, or your pants or your shoes.

(Salima covers her eyes.) Lana, what color are my eyes?

Lana: Blue.

Salima: Yes. Yes. Yes. (Salima uncovers her eyes.) Blue. Blue. Blue. Blue. So, more important than our clothes or what we wear, is our face. You look at my eyes. It is the most important thing. Someone looks at your eyes. It is the most important thing. When you met your husband, you fell in love with his eyes. And his mouth. And his whole face. Not his clothes or shoes. Your face is your first impression. Your face is your business. It is your calling card. I want to tell you something. See this line? (Salima points to wrinkle on Lana's forehead.). In one second today, there is not going to be this line. I will show you something that will change your life. This woman has been here an hour (Salima gestures to a customer on the opposite side of the kiosk who is with another Atlantis sales associate.). She knows. Look how many products she's buying today. (The woman has five small bags full of bottles and tubes). May I show you something, Lana? Your face is most important. It is what people notice. Not your clothes or your shoes, your face. (Pause.) Look at the skin on your face and around your eyes. (Salima gives Lana a hand mirror.) What do you notice?

Lana: Dark circles. Puffiness under my eyes.

Salima: Right, like most women. Why do you think that is?

Lana: I'm tired. And I'm getting older.

Salima: No. You are using eye creams, yes?

Lana: Yes. How did you know?

Salima: (Wrinkling her face with concern.) Many women make mistake of using heavy creams under their eyes, which causes the skin to sag and makes us look older. What kind of cream are you using?

Lana: I use the department store creams...Estee Lander.

Salima: These creams are expensive, yes? But even more, these creams are bad for this sensitive skin here (points to skin under Lana's eyes). The creams are heavy and make the eye tissue sag. You should never, ever use this heavy cream around your eyes. Use a lighter eye serum. Do you know how many minerals are in this serum? (Salima gives Lana a tube of eye serum to hold.)

Lana: No.

Salima: This is a very special formula and contains 21 minerals. It is really good for this area under your eyes and the wrinkles at the corner of your eyes. It will make the lines disappear and you will look younger. Would you like for me to show you?

Lana: It will make me look younger? Yes!

Salima: It is ok to touch you? I have to ask everyone that question. I will put the serum around one eye and you will see amazing difference in one minute. (Lana nods. Salima begins gently applying the serum with her ring finger to the "laugh lines" on the side of Lana's left eye, underneath the eye, and to the "scowl" lines on one side of her eyebrows. She talks as she works.) Lana, these minerals heal this damaged skin tissue. They are essential for cell metabolism. Just relax your facial muscles. Do you feel the cooling? I am soothing your skin. This serum is also a natural disinfectant. We are removing builtup layers of sun damage. Now, Lana, you try to apply. (Salima puts a drop of the eye serum on Lana's finger and points to where she should apply it.) Gently, gently. That's it. Very good. And this serum also protects against UVA and UVB rays. This also balances the skin moisture. This has linoleic acid and alpha-linoleic acid, which are the essential fatty acids for younger-looking skin. Now we will wait another minute, and I am going to show you the difference. (As Salima has been applying the product, two other women walking by have stopped at the kiosk to watch the process.)

Salima: (Salima beckons to the two women.) Come, see the difference. Now, Lana, while the eye serum is working, I will apply anti-wrinkle cream to this curved line around your mouth, the one shaped like a parenthesis. This line tells your age. (Salima gives Lana the container of anti-wrinkle cream and, speaking for the benefit of Lana and the two other women, slowly dabs cream on the parenthesis line from Lana's nose to her mouth.)

Now promise me, Lana, you are going to throw all your other creams away. And I tell you why. This anti-wrinkle cream has a combination of 21 minerals from the Dead Sea and contains beta carotene--very healthy, comes from carrots--and Vitamin A. You like to take care of yourself and eat healthy, be healthy, yes?

Lana: Yes, of course.

Salima: Now, Lana, you apply cream now. (Salima puts a drop of the anti-wrinkle cream on Lana's finger and indicates where she should apply it.) Yes, that's it--just in the crease. This cream, you will see, restores your skin's elasticity and keeps it soft and smooth. It firms skin, here, so line is not as noticeable, makes you look younger, fresher and has anti-aging properties. You will see. Now we wait a few more moments.

Salima: (Stands in front of Lana). You're gonna promise me you'll throw all your other creams away? (Lana nods in assent.) Lana, do you know these people? (Salima gestures to the two passersby.)

Lana: No.

Salima: They will tell you. You will see. This will change your life. Cover this side of your face--the side that I have just treated with the cream--with your hand. (Salima moves aside and speaks to the two women.) Now, look at side that did not have cream. (The two women look at the untreated side of Lana's face.) Now, Lana, move your hand and show them the side I treated with special cream. (Lana moves her hand. The two women's eyes light up and they murmur in amazement about the difference before and after treatment. Salima gives Lana a hand mirror.)

Salima: Now you will look.

Lana: (Looks in mirror.) Oh my! I can't believe it. The wrinkles are really diminished!

Salima: (Confidently.) Yes, of course. And all natural. No chemicals. You use these products regularly and you look ten years younger. And if you look younger, it's gonna make you feel better. In a little bit, I will do your other side of your face so you don't look uneven. Now are you gonna throw your old creams away?

Lana: How long would I need to use your eye serum and face cream? Is this a permanent thing? Or will I need to keep it up the rest of my life?

Salima: No, No. You use them regularly--once, twice a week--for the first month and then from time to time, whenever you need. (The two other women nod goodbye to Lana and Salima and leave the kiosk.)

Part Five: A Full Year's Supply

Lana: How much is the eye serum?

Salima: This size bottle will last you for one year. It costs only $179.

Lana: (Gasps.) Did you say $179?

Salima: Yes, of course. How much do you pay for all your cosmetic creams? This eye serum and the face cream--these products are all you are ever gonna need again. This is a full year's supply.

Lana: How much is the face cream?

Salima: The cream is only $239. (Lana gasps again.) You get this entire jar which is gonna last you a year. After that, you're not gonna need any more cream. You're not gonna need cosmetic surgery. You will have natural and more beautiful skin. And is also good for this area sagging under your neck. People are gonna think you had a face lift! (Lana laughs) Look at these photos--one photo before of woman's neck. And this one after. See the difference! (Salima places an empty shopping bag in Lana's hands.)

Salima: So you like these products? Which ones will you use?

Lana: (Lana nods, still speechless at the price.) Well, I liked the nail buffer.

Salima: You like the nail products? Saves you lots of money. Very smart. (Salima places the nail care package with all four products in Lana's bag.) Only $59 for you. No more need to go to nail salon. You can do your nails yourself--fast. You like the eye serum, yes? (Hands Lana the mirror again and places eye serum in the bag.) Only $179 for a year's supply--maybe it lasts you even longer than that. You like the cream? This serum and cream make you look ten years younger! Don't take my word for it. Those other two women saw difference, too! Your friends will see difference. The cream is only $239. (Salima places cream in bag.) And I'm gonna give you my e-mail address. You write me anytime you need help with these products. Or e-mail me pictures. You have any questions, I am here for you. And you can give me your e-mail address and phone number so I can get in touch with you and see how you are doing with these products. Let me get a piece of paper so I can write down your information. (Salima walks over to the register. Lana follows, bag in hand.)

Lana: (Gives Salima the bag of products). Thank you for all of your help and all of your time, but I can't spend this kind of money. This is over $400!

Salima: Yes. But is so good for you--all natural--and makes you look better--and lasts all year. Much cheaper than facelift and you do this for yourself. How often you pamper yourself?

Lana: (Admits.) Not very often.

Salima: So you pamper yourself now with these products. Save yourself lots of money. Do something nice for yourself.

Lana: I really can't. This is just too much money.

Part Six: More Deals

Salima: (Slumps, bends her head with her hand on her forehead giving the appearance of intense concentration and deep thought, like Rodin's The Thinker.) You know, Lana, I like you. You are nice lady. (Gives Lana the bag with the nail care package, eye serum, and antiwrinkle cream.) Are you gonna use these products? O.K. Here's what I'm gonna do for you. You buy the nail buffer, the cuticle oil, the lotion, and the file. All of these products for you for only $59. The second package I give you for a friend for $29. You buy the eye serum for $179. You see the change around your eyes yourself, yes? (Gestures towards Lana's eyes.) (Salima lowers voice.) Don't tell anyone I told you this. For you, only you, I throw in the cream. As my gift to you. $239 dollars. Gift. Because I am the manager, I can do that for you. In exchange, you send your friends to me, but don't tell them that I gave you this cream for free. You tell people about these products. They're gonna see how good you look, you advertise for me. I can give you the cream at no charge. (Salima, complicit now with Lana, gives her a triumphant smile.). Now you pamper yourself on me. My gift to you.

Lana: But this is still over $200. Thank you, but I simply can't afford to do this.

Salima: (Incredulous, holding open palms out.) But you are worth it. I know this. It is your skin. Not your clothes. Skin is very important. Your health is very important.

Lana: It's just too much money for me.

Salima: (Downcast eyes, intense concentration) What is money? This is your skin we're talking about. I'm gonna help you. You have a friend, yes? You take two nail care packages, one for you and one for her, you can have for only $59 and $29. I still give you the cream. Come closer, Lana. The eye serum, (lowering voice) I give you for $139, my employee discount. Let me help you.

Lucia S. Sigmar, Sam Houston State University

Renee Gravois Lee, Sam Houston State University