Page 105 - Communication in Organizations Basic Skills and Conversation Models

Communication in organizations 94

When listening to the objections of customers, salespersons should use the listening
skills which they have also applied in the first phase to ascertain customer needs, and the
sender skill ‘reacting to criticism’ (see p. 30). Customers should get the feeling that they
are being informed in a professional manner and should not have the idea that they are
being ‘talked into something’.
During the decision phase salespersons should try to end the interview in a positive
manner. Here they can make use of regulating skills. They should keep an eye on the time
that customers have available, use silences to give them the opportunity to think quietly
about it, clarify the situation if necessary, not ask new questions and try to bring the
conversation to a successful closure. The interview is now ended. If it turns out that the
customers still has some misgivings, it is better to make an appointment for another
meeting.
Figure 11.1 presents an overview of the sales interview.

Figure 11.1 Overview of the sales
interview