Effective communication requirements - Marketing Management

Good communications require listening as well as speaking skills. Charts, models and brochures may also help in the sales process. Sales personnel can be trained to be good speakers, knowing what to say, and how and when to say it. Listening and speaking are dual parts of effective communication. As well as developing selling skills, salespeople should develop technical expertise that can be applied during the presentation process. There are occasions when a customer might ask questions that appear simplistic. Salespeople represent a limited number of products to a variety of customers, so what is an unusual problem to one customer may seem routine to the salesperson. Each sales situation is different, so patience is required in explaining to the buyer what might seem to be a simple matter.

Showing customers you are listening is important. This can be done by non-verbal communication like eye contact, facial expressions or other forms of ‘body language’. Using non-verbal cues, the salesperson is able to signal understanding of what the customer is saying without speaking and so regulate the speed of the conversation as well as the depth and detail of the customer’s discussion. What we do not want are people who talk while we are speaking or show other signs of lack of interest. This is emphasized, because salespeople, by their nature, tend to be talkers rather than listeners.

When talking there is often a feeling of control where one is asserting one’s beliefs, and with this there is a feeling that by so doing, one will succeed. The problem is that this ignores the needs of others. Salespeople should aim to satisfy others by offering goods and services that fit precise requirements. Such requirements can be practical or can relate to less tangible buyer behavioural needs.


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