The Persuaders Reading Answers

Dec 17, 2022

The Persuaders Reading Answers has 14 questions that need to be answered in 20 minutes. The Persuaders Reading Answers is about persuaders and their pursuing techniques. The Persuaders Reading Answers comprises three types of questions- choose the correct letter, mention the paragraph that contains the information and complete the notes. Candidates are required to IELTS reading passage to choose the correct letter from the given options. Candidates must read the IELTS Reading passage carefully to answer which paragraph contains the asked information. Candidates are required to complete the notes based on their information after reading the passage. To practise on different topics, candidates can undertake IELTS Reading practice papers.

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Section 1

Read the Passage to Answer the Following Questions

The Persuaders Reading Answers

We have long lived in an age where powerful images, catchy soundbites and too-good-to miss offers to bombard us from every quarter. All around us the persuaders are at work. Occasionally their methods are unsubtle –the planting kiss on a baby’s head by a wannabe political leader, or a liquidation sale in a shop that has been “closing down” for well over a year, but generally the persuaders know what they are about and are highly capable. Be they politicians, supermarket chains, salespeople or advertisers, they know exactly what to do to sell us their images, ideas or produce. When it comes to persuasion, these giants rule supreme. They employ the most skilled image-makers and use the best psychological tricks to guarantee that even the most cautious among us are open to manipulation.
We spend more time in them than we mean to, we buy 75 percent of our food from them and end up with products that we did not realize we wanted. Right from the start, supermarkets have been ahead of the game. For example, when Sainsbury introduced shopping baskets into its 1950s stores, it was a stroke of marketing genius. Now shoppers could browse and pick up items they previously would have ignored. Soon after came trolleys, and just as new roads attract more traffic, the same applied to trolley space. Pro Merlin Stone, IBM Professor of Relationship Marketing at Bristol Business School, says aisles are laid out to maximize profits. Stores pander to our money-rich, time-poor lifestyle. Low turnover products —clothes and electrical goods—are stocked at the back while high—turnover items command position at the front.
Stone believes supermarkets work hard to “stall” us because the more time we spend in them, the more we buy. Thus, great efforts are made to make the environment pleasant. Stores play music to relax us and some even pipe air from the in-store bakery around the shop. In the USA, fake aromas are sometimes used. The smell is both the most evocative and subliminal sense. In experiments, pleasant smells are effective in increasing our spending. A casino that fragranced only half its premise saw profit soar in the aroma—filled areas. The other success story from the supermarkets’ perspective is the loyalty card. Punters may assume that they are being rewarded for their fidelity, but all the while they are trading information about their shopping habits. Loyal shoppers could be paying 30% more by sticking to their favourite shops for essential cosmetics.
Research has shown that 75 percent of profit comes from just 30 percent of customers. Ultimately, reward cards could be used to identify and better accommodate these “elite” shoppers. It could also be used to make adverts more relevant to individual consumers – rather like Spielberg’s futuristic thriller Minority Report, in which Tom Cruise’s character is bombarded with interactive personalized ads. If this sounds far-fetched, the data-gathering revolution has already seen the introduction of radio – frequency identification – away to electronically tag products to see who is buying what, FRID means they can follow the product into people homes.
No matter how savvy we think we are to their ploys, the ad industry still wins. Adverts focus on what products do or on how they make us feel. Researcher Laurette Dube, in the Journal of Advertising Research, says when attitudes are base on “cognitive foundations” (logical reasoning), advertisers use informative appeals. This works for products with a little emotional draw but high functionality, such as bleach. Where attitude is based on effect (i.e, emotions), ad teams try to tap into our feelings. Researchers at the University of Florida recently concluded that our emotional responses to adverts dominate over “cognition”.
Advertisers play on our need to be safe (commercials for insurance), to belong (make a customer feel they are in the group in fashion ads) and for self-esteem (aspirational adverts). With time and space at a premium, celebrities are often used as a quick way of meeting these needs – either because the celeb epitomizes success or because they seem familiar and so make the product seem “safe”. A survey of 4,000 campaigns found ads with celebs were 10 percent more effective than without. Humor also stimulates a rapid emotional response. Heiman Chung, writing in the International Journal of Advertising, found that funny ads were remembered for longer than straight ones. Combine humor with sexual imagery – as in Wonderbra’s “Hello Boys” ads—and you are on to a winner.
Slice-of-life ads are another tried and tested method—they paint a picture of life as you would like it, but still, one that feels familiar. Abhilasha Mehta, in the Journal of Advertising Research, noted that the more one’s self-image tallies with the brand being advertised, the stronger the commercial. Ad makers also use behaviorist theories, recognizing that the more sensation we receive from an object, the better we know it. If an advert for a chocolate bar fails to cause salivation, it has probably failed. No wonder advertisements have been dubbed the “nervous system of the business world”.
Probably all of us could make a sale if the product was something we truly believed in, but professional salespeople are in a different league—the best of them can always sell different items to suitable customers in the best time. They do this by using very basic psychological techniques. Stripped to its simplest level, selling works by heightening the buyer’s perception of how much they need a product or service. Buyers normally have certain requirements by which they will judge the suitability of a product. The seller, therefore, attempts to tease out what these conditions are and then explains how their products’ benefit can meet these requirements.
Richard Hession, author of Be a Great Salesperson says it is human nature to prefer to speak rather than listen, and good salespeople pander to this. They ask punters about their needs and offer to work with them to achieve their objectives. As a result, the buyer feels they are receiving a “consultation” rather than a sales pitch. All the while, the salesperson presents with a demeanour that takes it for granted that the sale will be made. Never will the words “if you buy” be used, but rather “when you buy”.
Dr Rob Yeung, a senior consultant at business psychologists Kiddy and Partner, says most salespeople will build up a level of rapport by asking questions about hobbies, family and lifestyle. This has the double benefit of making the salesperson likeable while furnishing him or her with more information about the client’s wants. Yeung says effective salespeople try as far as possible to match their style of presenting themselves to how the buyer comes across. If the buyer cracks jokes, the salespeople will respond in kind. If the buyer wants detail, the seller provides it, if they are more interested in the feel of the product, the seller will focus on this. At its most extreme, appearing empathetic can even include the salesperson attempting to “mirror” the hobby language of the buyer.
Whatever the method used, all salespeople work towards one aim: “closing the deal”. In fact, they will be looking for “closing signals” through their dealings with potential clients. Once again the process works by assuming success. The buyer is not asked “are you interested?” as this can invite a negative response. Instead, the seller takes it for granted that the deal is effectively done: when the salesman asks you for a convenient delivery date or asks what color you want, you will probably respond accordingly. Only afterwards might you wonder why you proved such a pushover.

Section 2

Solution and Explanation

Question 27-29
Choose the correct letter A, B, C or D. Write your answer in boxes 27-29 on your answer sheet.

What is the supermarket’s purpose of using “basket” in paragraph B?

Create a convenient atmosphere of supermarket
Make customers spend more time on shopping
Relieve pressure on the supermarket’s traffic
More than half items bought need to be carried

Answer: B) Make customers spend more time on shopping
Supporting Sentence: When Sainsbury introduced shopping baskets into its 1950s stores, it was a stroke of marketing genius. Now shoppers could browse and pick up items they previously would have ignored.
Keywords: supermarket, purpose, basket
Keyword Location: Paragraph B, 3rd line
Explanation: The third line of paragraph B states that Sainsbury started using shopping baskets in its stores in the 1950s. It was a brilliant marketing move. Shoppers might now look around and choose goods they previously would have passed over.

What is the quality of the best salesman one should possess according to this passage?

Create a convenient atmosphere of supermarket
Make customers spend more time on shopping
Relieve pressure on the supermarket’s traffic
More than half items bought need to be carried

Answer: A) Sell the right product to the right person
Supporting Sentence: Probably all of us could make a sale if the product was something we truly believed in, but professional salespeople are in a different league—the best of them can always sell different items to suitable customers in the best time.
Keywords: quality, best, salespeople
Keyword Location: Paragraph H, 1st line
Explanation: Probably all of us could close a deal if the thing we were selling was something we genuinely believed in, as stated in the first line of paragraph H. The level of expertise of professional salespeople, however, is higher. The greatest among them can always find suitable consumers at the ideal moment to market various things to.

What’s the opinion of Richard Hession?

Pretend to be nice instead of selling goods
Prefer to speak a lot to customers
Help buyers to conclude their demands for ideal items
Show great interpersonal skill

Answer: D) Show great interpersonal skills
Supporting Sentence: Richard Hession, author of Be a Great Salesperson says it is human nature to prefer to speak rather than listen, and good salespeople pander to this. They ask punters about their needs and offer to work with them to achieve their objectives.
Keywords: Richard Hession, opinion, interpersonal skills
Keyword Location: Paragraph I, 1st line
Explanation: First sentence of paragraph I: Richard Hession emphasises salespeople's aptitude for gaining customers' trust by establishing a rapport. In order to do this, they pay attention to their requirements and offer to assist them by cooperating with them. As a result, they establish a personal connection with their prospective customers. Customers mistakenly believe they are getting a "consultation" when, in fact, they are getting a sneaky sales pitch.

Question 30-35
Reading passage has 7 paragraphs A-K. Which paragraph contains the following information?

how do supermarkets distract consumers

Answer: Paragraph C
Supporting Sentence: Stone believes supermarkets work hard to "stall" us because the more time we spend in them, the more we buy.
Keywords: supermarkets, distract, consumers
Keyword Location: Paragraph C, 1st line
Explanation: As stated in the first line of paragraph C, this paragraph discusses how supermarkets draw customers to the goods. Particularly with regard to the one they would not even need or acquire in the first place by employing various ruses. Offering loyalty cards and utilising enticing scents are two examples.

how to build a close relationship between salespeople and buyer

Answer: Paragraph J
Supporting Sentence: Dr Rob Yeung, a senior consultant at business psychologists Kiddy and Partner, says most salespeople will build up a level of rapport by asking questions about hobbies, family and lifestyle.
Keywords: build, relationship, salespeople, buyer
Keyword Location: Paragraph J, 1st line
Explanation: As stated in the first sentence of paragraph J, the majority of salespeople strive to establish rapport with their intended clients. They achieve this by posing broad inquiries about hobbies, families, and lifestyle. In order to win the consumers' trust and get their purchase of the product, the salesperson makes every effort to demonstrate empathy.

people would be impressed by the humour advertisement

Answer: Paragraph F
Supporting Sentence: Humor also stimulates a rapid emotional response. Heiman Chung, writing in the International Journal of Advertising, found that funny ads were remembered for longer than straight ones.
Keywords: people, impressed, humour, advertisement
Keyword Location: Paragraph F, 6th line
Explanation: According to the sixth line of paragraph F, humour also prompts an immediate emotional reaction. In his article for the International Journal of Advertising, Heiman Chung discovered that humorous ads were retained longer than non-funny ones.

methods for salespeople to get the order

Answer: Paragraph K
Supporting Sentence: Whatever the method used, all salespeople work towards one aim: "closing the deal".
Keywords: method, salespeople, order
Keyword Location: Paragraph K, 1st line
Explanation: The first line of paragraph K emphasises that regardless of the strategy chosen, all salesmen strive towards the same goal. The objective is "closing the sale."

how questions work for salespeople

Answer: Paragraph K
Supporting Sentence: The buyer is not asked "are you interested?" as this can invite a negative response. Instead, the seller takes it for granted that the deal is effectively done.
Keywords: question, work, salespeople
Keyword Location: Paragraph K, 3rd line
Explanation: The third line of paragraph K provides more details on the salesperson's questioning strategy for persuading clients to purchase goods. They don't do this by requesting the customer's interest. Instead, they approach the conversation with the premise that the clients are already interested. They have a strong conviction about their supposition and use it to justify their success in closing the deal.

different customer groups bring different profits

Answer: Paragraph D
Supporting Sentence: Research has shown that 75 percent of profit comes from just 30 percent of customers. Ultimately, reward cards could be used to identify and better accommodate these "elite" shoppers.
Keywords: different, customer groups, profit
Keyword Location: Paragraph D, 1st line
Explanation: The first line of paragraph D explains that there are various ways, such as advertisements and data collecting, to comprehend customer shopping behaviours. However, 30% of customers who represent a variety of age groups account for a significant portion of profit. The target audiences are located using data gathered from past purchases and are then persuaded to purchase more goods, resulting in a variety of revenues.

Questions 36-40
Complete the notes below using no more than two words from the passage.

The width of ______ in supermarkets is broadened in order to generate the most profits.

Answer: aisles
Supporting Sentence: Pro Merlin Stone, IBM Professor of Relationship Marketing at Bristol Business School, says aisles are laid out to maximize profits.
Keywords: width, supermarkets, broadened, profit
Keyword Location: Paragraph B, third last line
Explanation: According to Pro Merlin Stone in the third final sentence of paragraph B, aisles are designed out to maximise earnings.

Research from ______ satisfying aromas can motivate people to buy more products.

Answer: experiments
Supporting Sentence: In experiments, pleasant smells are effective in increasing our spending.
Keywords: research, aromas, motivate, people, buy, products
Keyword Location: Paragraph C, third last line
Explanation: It is mentioned in the third-to-last line of paragraph C that research has found that locations with more aromas produced higher profits. Because it encourages the customer to make larger purchases.

Except for the effort of creating a comfortable surrounding, ______ is another card that supermarkets play to reward their regular customers.

Answer: loyalty card
Supporting Sentence: The other success story from the supermarkets' perspective is the loyalty card.
Keywords: loyalty card, supermarkets, reward, regular, customer
Keyword Location: Paragraph C, 6th line
Explanation: The sixth line of paragraph C reveals that supermarkets employ a variety of strategies to draw customers and make a profit. Giving regular clients loyalty cards is one such method. These are utilised to gather data regarding consumer purchase habits.

For example, loyal customers spend 30% more in their loved shops for everyday necessary _______.

Answer: cosmetics
Supporting Sentence: Loyal shoppers could be paying 30% more by sticking to their favourite shops for essential cosmetics.
Keywords: loyal, customers, spend, 30% more, loved shops, necessary
Keyword Location: Paragraph C, last line
Explanation: In the final line of paragraph C, it is said that devoted customers who buy their basic cosmetics only from their preferred retailers end up paying 30% more.

Clothes shops use advertisements to make the buyer think they belong to part of a _______.

Answer: group
Supporting Sentence: Advertisers play on our need to be safe (commercials for insurance), to belong (make a customer feel they are in the group in fashion ads) and for self-esteem (aspirational adverts).
Keywords: clothes shops, advertisements, buyer, think, belonging
Keyword Location: Paragraph F, first line
Explanation: The first sentence in paragraph F states that marketers use our want for safety, belonging, and self-esteem. The apparel industry employs advertisements to give consumers the impression that they are a member of the organisation.

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