Page 104 - Communication in Organizations Basic Skills and Conversation Models

The sales interview 93

the organization that has been presented can only be positive if the unsuccessful meetings
end in mutual respect. In concrete terms this means that salespersons need to comprehend
the arguments of customers who don’t want to buy or give the assignment. Respect
should be evident in both welcoming and departing conversations.
If customers haven’t yet made a decision, salespersons should make sure that they
keep the communication channels open. They should arrange to send any missing
information as soon as possible, suggest another visit or push for another interview and
immediately try to make an appointment.
In the third (ideal) case, when customers decide to buy the product or to give the
assignment, only the issue of correct business handling, formalities and saying thank you
remain. Salespersons should take leave of customers by thanking them for the pleasant
interaction and expressing their hopes and expectations that customers will thoroughly
enjoy the delivered product or service.

Communication skills

The description of these three stages shows that salespersons need to have both a flexible
and tenacious attitude in relation to their customers. This attitude means that they should
give in at times (‘I agree. How would you like to solve that?’) in order to come back at
the right moment with their proposition (‘You mention that as a possible solution, but
what if we take a look at the way we can transform my proposal to that extent?’). In order
to be able to show a respectful attitude, salespersons need to make use of the skills
mentioned in Part I. We now discuss the most important communication skills required
for each selling phase.
In order to find out what the customer’s needs and wishes are, the emphasis during the
orientation phase is on the correct use of listening skills. If they want to explore such
needs and wishes, salespersons will have to ask open-ended questions. If they want more
precise information or more concrete facts, they will have to request a specification at the
right moment and ask closed questions. Salespersons need to give the customers the
feeling that they are truly interested in their motives and should stimulate them, by using
attentive behaviour, by paraphrasing and by reflection of feelings. If salespersons feel
that they have been adequately informed about the wishes of the customers, they can
summarize what has been discussed. They should do so tentatively, so that customers get
a chance to correct them if necessary.
Salespersons should also use some regulating skills in order to maintain the structure
of the interview. When presenting their product or service, they need to use their assertive
skills. Salespersons should present information about their product or service in a clear
and structured way.
The central phase consists of the dialogue between salespersons and customers. In this
phase the salesperson should link the qualities of their product or service to the needs and
wishes of the customer. A good, attractive and succinct formulation is now very
important. By using words such as ‘cost efficient’ and ‘economical’ they can emphasize
the financial advantages of their proposal. With words such as ‘special’, ‘different’ and
‘remarkable’ they are emphasizing its exclusiveness. Of course salespersons will try to
use words that are in line with the needs of their customers.