Masters Entry Diploma in Management - Management Development Essay

Masters Entry Diploma in Management - Management Development - Essay Example OBJECTIVES OF STUDY Measuring the effectiveness of a sales or marketing technique requires comparing it against other methods under similar conditions. This study will have three major objectives to achieve the purpose of comparing hard-sell techniques to other sales techniques. The first objective is to define and describe what a consumer would consider hard-sell techniques, based on previously extant literature and studies. The second objective will then be to assess customer opinions of and responses to salespeople that use the previously-defined hard-sell methods. Finally, the third objective is to compare those responses with responses to sales pitches that do not use those techniques and analyse the results to determine if the aggressive tactics are as or more effective at closing the sale. LITERATURE SEARCH Academic sources define hard-sell techniques as those sale tactics that tell customers to take action and use forceful language (Englis, 1994, pp. 143). A hard-sell techniq ue sets up a framework between the salesperson and the customer â€Å"where there is a 'winner' or 'loser'† (Meredith 2009, pp 36). ... Generally, what a consumer refers to as a hard sell approach involves pushy and possibly rude salespeople, overly long sales pitches, and multiple demonstrations of a product they have already turned down (Consumer Affairs, 2002). Alternatively, the low-pressure or â€Å"soft sell† salesperson focuses on forming a relationship with the customer (Meredith 2009, pp 36). These techniques advocate listening to the customer, asking the right questions, and waiting for the customer to request a solution before offering a product (Rosen, 2007). According to an analysis by Pine and Davis, manufacturing of custom products to fill an individual customer's needs is the future in many industries (1999, pp 263). Customization would be the epitome of soft-sell techniques, as exactly what the customer requests is what the salesperson could provide. What is not covered in their study, however, is whether the availability of customization will replace the need for strong sales tactics; simply being able to solve a customer's problem does not guarantee a sale. When using a hard-sell method, the salesperson must be careful not to ignore what the customer needs in the interest of moving product; but a less aggressive salesperson may take too long in offering a specific solution and lose the sale in that way (Rosen 2007). Both of these failures to please the customer could hurt repeat business. Customer satisfaction, with not only the product but with their experience of the sale, is the key determinant of whether the customer will return for future business, recommend the product or service to a friend, or purchase upgrades and other services (Ahearne et al, 2005). Customer