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As human beings, our self-concept (knowledge about ourselves) is made of schemas. And schemas are the mental structures and understandings that we have virtually on everything. Every experience and behavior has its own schema. And every schema has its own scripts (sub-routines / activities) packaged with its own emotions and feelings. You might consider yourself to be a successful business person (self-concept). Your self-concept as a business person is composed of mental structures and understanding of the purpose, nature, process and outcomes of business (schemas). And these understandings of the business field give you an emotion and feelings of confidence. And your schemas have its own sub-routines and activities (scripts) to enable you to implement or to carry out each schema. In the same manner, the client has his / her shopping schema and scripts. 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). The next thing that you must know is the functions of shopping schemas and scripts (Aronson, Wilson & Arkert, 2007).

The shopping schemas and scripts function automatically.

In scenario one, a client goes to a cinema. Psychologically, his cinema schema and scripts activate automatically. The mind automatically loads the cinema folder from his memory, activates the sub-routines in it. The sub-routines guide his behaviors: 1) Check to see what movies are available. 2) Select your movie. 3) Choose the seating and purchase the ticket at the ticket counter. 4) Use the rest room before the show. 5) Buy the snacks. 6) Enter the viewing auditorium when the doors are open. There is very little and sometimes no conscious pondering of the behavior needed for this event.

The shopping schemas and scripts reduce purchasing ambiguity and doubt.

In scenario 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 two activates and he rattles off the sub-routines. But there is an addition to his routines, which is, he will direct his friends specifically to go to the kiosk for seat selection and ticket purchasing. There is no necessity ask around to find the kiosk as he had to do in scenario two. His shopping schema and script act as a purchasing memory guide. Next, the business person should know how to use the understanding of shopping schemas and scripts

How does the business person use this understanding of the purchasing schemas and scripts?

What not to do?

It is a natural tendency for most business persons to immediately want to sell their products and services by all means possible. In the process, they might end up creating a negative schema of their establishment in the minds of the potential client. Take a common shopping experience of double pricing practices in certain countries. The locals will be charged the normal price while the foreigner is charged a higher price. What would be the schema and script created in the minds of the foreign clients? The outstanding schema would be “beware: overpricing” and the scripts would be like “avoid shopping there, bargain heavily, and never trust the seller.” And this schema and script would be recommended to other foreigners who travel to these countries. The emotions of suspicion and fear will go along with the foregoing schemas and script. And even when sales are closed by businesses in such situations, there would be an underlying suspicion and mixed feelings.

The development of negative shopping schemas covers not only overpricing but other matters like: non-reliable cheap quality products and services, unpleasant shopping environments, rude and ignorant sales personnel, poor sales support services etc. Once a negative schema is formed about your business establishment, the results will be worse than not having a sale. Many businesses fail not because they don’t have enough advertisements or sales, but rather they have instilled the wrong schemas in the minds of their potential clients. And these schemas prevent new clients from coming to the business establishments, and old clients from returning. So there might be no new and repeat sales. It might even eventually lead to non-enquiries which usually has the potential for sales.

What to do?

Instilling a wrong schema in the mind of a potential client is worse than not closing sales. When you don’t close a sale now, there is still a chance that you might close a sale with the same client in the future if he returns to your establishment. So what are the positive schema development behaviors of the business person in a sales approach at any time?

Smart sale begins with the understanding and nurturing of positive schemas in your clients. The fruits of this process will be a long term positive relationships that will be translated in sales and profit for the business and shopping satisfaction for the clients.

The aspiring small-scale entrepreneur wanting to go global and online from a small regional business would invariably need a website the website needs to be functional, accessible and attractive so as to encourage the potential customers. The php-shopping cart is the need of the hour – regardless of whether the potential customer wants to add, update or delete from the list. The php cart should ideally be familiar to the potential customers.on the internet considering that the customer would opt for a familiar option rather than striving to learn a new system. The more effective php cart needs to have a textual message on each page which could be an intimation to the user as to the number of items present in the php shopping cart and on clicking on the message the customer would gain access to the number and details of items in the php shopping cart.

Creating A Php Shopping Cart

The creation of a php-shopping cart is surprisingly simple and when done with precision it could translate into a highly effective and universally accepted php-shopping cart. The details of the stocks are predictably stored in the database and the only information required from the patient which would in turn need to be stored is none other than the id of each product that has been added to the php shopping cart. The php-shopping cart is accessible and there are a variety of ways of reaching it – the most popular being the clicking on a link or by clicking on the ‘add to cart’ option on the product page. In the event of the php-shopping cart being arrived at using the link on the product page – ‘add to cart’ – the need of the hour is undoubtedly to update the products in the php-shopping cart before the display of a new product range.

It is not uncommon for the php-shopping cart to have more than one of a kind of any particular product, which could be compiled, and it is not advisable to list the number of products of a particular kind in the php-shopping cart. There is a commonality between the links to ‘delete’ or ‘add’ a product to the php-shopping cart. The customer could well have the option of updating the products in the php shopping cart – manually! The php shopping cart is seldom empty and if it is an appropriate message needs to be flashed to the effect. This is one aspect of the php-shopping cart, which can scarcely be negotiated

The Traits Of A Php Shopping Cart

The traits of a successful PHP shopping cart is predominantly that of – having the requisite information sent to cart. The php-shopping cart has the ability to locate and execute a high compliance php-shopping cart. The php-shopping cart has the inherent ability to call an external php file to say the least. The most popular of the options available is none other than the ability to pay by ‘pay pal’ the php-shopping cart then is a boon when used judiciously and history when ignored!