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From ancient time and human beings exchanged value, by bartering goods and material
between each other to the invention of coins in 630 BCE, there is always a common
denominator in all of their transactions, the ability to sell, and to persuade the act of
influencing opinions that in turn leads to an improved or altered behaviour and thought
towards something or someone. In the competitive business world and predominantly in the
business to business
industries, where many scholars debate that persuasion involves emotions, and many believe
that persuasion is proof with logic. This difference in opinion can be based on the perspective
of where is the persuasion is utilized and the dimension of the contract involved, taking in
account decision making process, and buyers criteria. However, there is a widely accepted
notion that no matter how great is the disparity between the effect of persuasion in consumer
purchase and industrial procurement, humans are emotional creatures and not always
creatures of logic (Carnegie, 1936). This paper seeks to shed light on what is the general view
about persuasion in selling, and what are the persuasion skills that contribute to the success in
sales also in industrial sales.
Introduction
Persuasion is a figurative process in which persuaders try to influence other people to change
their attitudes or behaviour concerning an issue through the transmission of a message, in an
atmosphere of free choice.
Persuasion is more of an art, that can be mastered learned by anyone (Mortensen, 2004),
Mortensen & Cialdini study persuasion from a psychological perspective of how the human
mind works when exposed to persuasive messages, other persuasion expert debate from the
study and observation of marketers and sales in action, states that persuasion from a rhetorical
perspective is the art of expanding, engineering ideas and twisting and positioning words
beyond recognition when arguing a proposition, much like the sophists did in Athens in the
fourth century BCE (Nilsson, 2015).
However in this work, we will concentrate on the Psychological side of persuasion, and how
different tactics that compliance officer employ produce yes,(Cialdini,2009). Yes, is sought
for in every transaction in life, whether Business to Business or in FMCG ( fast moving
consumer products) even by influencing your child to eat his vegetables.
Looking at the persuasion from the perspective of many scholars, there is a clear
consideration that Persuasion cannot exist in vacuum; it needs to be carried out, behaved and
expressed, said, felt and motivated, broadcasted and influenced, It is argued that humans
communications is the synergy of words, tone, facial expressions and body language
(Mehrabanian,2007). Giving an example here is the word Yes after winning a lottery has a
different tone and pitch and body language to the same word Yes, from a criminal in
interrogation confessing a crime.
Persuasion has a broad spectrum of how people view it, from the gap in positive influence to
the negative manipulation, as persuasion is applied to influence children eat healthy food, it
can also be applied in manipulating and scamming the elderly to buy dubious health
insurance. (De Liema, 2014) Ultimately it is speculated that people may hold general views of
persuasion as good and bad (Nave theories about persuasion to be correctly referenced).
Key Words
Sales competence, Persuasion competence, Sales persuasion ,Sales skills, Influence in sales
Purpose
This literature review is mainly based on the research on persuasion in business study. In the
context of business, the paper will organize and evaluate persuasion literatures and book,
which come from Kurt W. Mortensen and. Robert. B. Cialdini. The purpose is to explore the
persuasion skill impacts of Sales on B2B context. Moreover, the literature review tries to find
the relationships and different between Mortensen & Cialdini. Also add other research article
to analyze. Moreover, the keywords of searching are as follows: persuasion, sales, sales kill,
Influence in sales Mortensen & Cialdini. These words are key points of the whole literature
review.
Methodology
In order of fulfil the purpose of this report, a study was conducted on the theories of Cialdini
and Mortensen, also on reading and comparing and contrasting many scientific articles on
persuasion and influence to be able to gain more knowledge of what is persuasion, and how is
it used in business and everyday life.
For this literature review, we searched the following databases: Google scholar, the library of
Linnaeus University. We searched mainly in two areas: Sales and persuade. This requires two
layers of searching, we narrowed down our search by finding a search term in the article title,
abstract, or keyword. After narrowing down the scope of the search, we further focus on the
impact of persuasion in the business side.
In order to find articles that fit the research theme, we used the following search terms: Sales
competence, Sales persuasion, and Sales skills. The number of articles is not sufficient after
us searching these keywords, so we added some synonyms and related vocabularies, such as:
Persuasion competence, Influence in sales. There are almost 3000 articles in total. We deleted
articles published before 2000 and around 300 articles are left. After that, we deleted about
some articles which are not related to persuade. After reviewing the rest of the articles details,
there are 16 articles were used in this review.
4. Presenting a Solution
Now that the salesman has gained the audiences interest and provided evidence in support of
his message; Salesman advanced to solve the problem by presenting the concrete solutions,
which has been studied to fit perfectly for the target company before the sales meeting has
taken place.There are three steps stated by Mortensen (2004) one is to Discover what the
prospects want and need to hear. second is to Design and structure a winning persuasive
argument third is to Deliver the message with passion, compassion, and purpose.
(Mortensen,2004).
Shows that there is an implied obligation of the recipient to return gift, in some way in the
field of research has found that provide cheap gifts or small monetary incentives can lead to
the reaction rate is higher than do not give any gifts or monetary incentives, also shows that
there is no need to present is a "professional advertising gifts, retailer's name, logo, slogan, or
some sales information in order to motivate consumers to purchase (Hershey&Paul, 1990)
3. Social Proof
One increasingly important source of signals is social proof, whereby consumers rely on the
collaborativelyshared information and experiences of others to infer a course of action. a
third of the variance in the sales rank is a significant contribution to the field of research on
the impact of social proof on sales. however It is conceivable that the type of product for
which reviews are sought is an influential factor in assessing the nature and role of social
proof. For example, when shopping for an expensive or technically complex product, expert
recommendation may be more important than that of a close but uninformed friend.or Social
proof is a powerful tactic of influence. (Aguirre,2013).This is why television producers use
laugh tracks, bartenders salt their tip jars, charities publicize the names of donors, and
advertisers emphasize how many people are using their products.
4. Liking
The sales representative attributed his success to one factor: His customers liked him. To
produce this liking, each holiday he simply sent his 13,000 former customers a seasonal card
that included his comment, "I like you!" Other sales representatives produce liking by
complimenting customers (i.e., ingratiation) on seemingly unrelated aspects of the purchase
decision (Tommy,1994),
5. Authority
Since persuasion can cause compliance even in the absence of authority, it seems that an
increase in persuasion should lead to a decrease in the reliance on authority. This is only
partially true, however: persuasion and authority can be both substitutes and complements,
(Steen,2009)
6. Scarcity
One method of sales promotion is to make some products scarce or to make them appear
scarce. A favoured tactic used by almost every telephone home shopping show is to refer to
the restricted supply or the large number of units sold (Gierl, 2008), however, in Traditional
theories on scarcity, the commodity theory (Brock 1968) seem not to be fully adaptable to the
consumption area. This problem could be due to the fact that normally consumers are able to
choose among a large variety of options, so the scarcity of one special option should not lead
to an enormous constraint which can, for example, lead to reactance and therefore increase the
attractiveness of the scarce product. (Gierl, 2008)
We can talk about the gap, that none of the persuasion book talk about how to
meet resistance, none of the books, study both sides sender and receiver and
their
reaction to persuasion before and after, and the books looks at all audience as
one.
Reference
The Persuasion Knowledge Model: How
People Cope with Persuasion Attempts
Of course, there are three knowledge structures at issue here, and all states of relevance and
development are possible. Certainly there will be times when topic knowledge and/or agent
knowledge are more pertinent and extensive than persuasion knowledge and will, therefore,
be drawn on in preference to persuasion knowledge. People who already know a lot about
HMOs in general, and a lot about the company sponsoring the ad they are reading, may not
choose to draw on persuasion knowledge at all. The PKM does not suggest that persuasion
knowledge dominates people's thinking as persuasion targets, only that it contributes to it and
can be. under some conditions, a major contributor.(The Persuasion Knowledge Model: How
People Cope with Persuasion Attempts)
Persuasive impact is greater when a person is happy or in great mood (Janis et al.,1965)
( article affect and persuasion)
The essence of selling is persuasion (Funkhouser,1984)
Personal selling would benefit greatly from Persuasive work (Funkhouser,1984)
While some people seem to be naturally persuasive, most people even sales people are not
(McMurry, 1961) ( A practical theory of persuasion)
Friestad M. , & Wright P . (1994). The persuasion knowledge model: How people cope with
persuasion attempts. Journal of Consumer Research , 21, 131. doi:10.2307/2489738
Marguerite DeLiema, BS, Yongjie Yon, MA, Kathleen H. Wilber, PhD; Tricks of the Trade:
Motivating Sales Agents to Con Older Adults. Gerontologist 2014; 56 (2): 335-344. doi:
10.1093/geront/gnu039
Recall the words of the industrialist, Charles M. Schwab. We are all salesman every day of
our lives. We
are selling our ideas, our plans, our enthusiasms to those with whom we come in contact.
https://hbr.org/2008/06/leaders-need-to-sell ( To be referenced correctly & sentence above
used in any paragraph of where it can belong)
Chen & Sam
DeLiema, M., Yon, Y. and Wilber, K. (2014). Tricks of the Trade: Motivating Sales Agents to
Con Older Adults. The Gerontologist, 56(2), pp.335-344.
Nilsson, T. (2015). Rhetorical business. 1st ed. Lund: Department of Service management and
service studies, Lund University.
Mortensen, K. (2004). Maximum influence. 1st ed. New York: American Management
Association.
Carnegie, D. (1936). How to win friends and influence people. 1st ed. Simon and Schuster.
Mehrabian, A. (2007). Nonverbal communication. 1st ed. New Brunswick, NJ: Aldine
Transaction, pp.45-63.
Amblee, N., & Bui, T. (2011). Harnessing the Influence of Social Proof in Online Shopping:
The Effect of Electronic Word of Mouth on Sales of Digital Microproducts. International
Journal of Electronic Commerce, 16(2), 91-114.
Gierl, H., Plantsch, M., & Schweidler, J. (2008). Scarcity effects on sales volume in retail.
The International Review of Retail, Distribution and Consumer Research, 18(1), 45-61.
yukka
Foster, D. and Lawson, S., 2013. Likingpersuasion: case studies in social media for
behaviour change.
Roskos-Ewoldsen, D.R., Bichsel, J. and Hoffman, K., 2002. The influence of accessibility of
source likability on persuasion. Journal of Experimental Social Psychology, 38(2), pp.137-
143.