Sales Communication

Introduction

In the present day, there are radical changes in which technology is developing constantly, almost every product is the same. Unlimited options are offered to customers and global borders are eliminated. Businesses need to have distinctive features in order to achieve their goals in such an environment dominated by intense market conditions. At this point, a relationship is a privilege for the business that leaves no room for doubt, in which the feelings of trust and attachment develop between the seller and the buyer. Yet, a successful sale is the result of a good relationship with customers based on trust. A relationship based on trust is only possible with good communication. Trust is the main factor for socially strong candidates and unity for the continuation of education (Su & Swanson, 2019). Communication plays a critical role in strengthening relationships in the exchange process as it helps parties set goals, resolve differences of opinion, and recognize mutually beneficial opportunities (Gabler et. al, 2014).

The selling transaction can no longer be thought of as simply an act of selling a product to a customer. The job description of the salesman expands from selling products to creating solutions. This means that they actively participate in the change process (Agnihotri et. al., 2009). On the other hand, customers' expectations of performance based on successful communication, which is sensitive to customer needs and wishes and dominated by individual talents, are increasing. As it is understood, radical changes in the sales concept have become inevitable in parallel with all these developments. Today, determining the needs and wishes of the customers and presenting the products to the customers in this direction is an important marketing strategy followed by the businesses. Collecting the demands of the customers and receiving their feedback after the sale anticipates a perfectly functioning communication process. This is where salespeople are key players in real interaction with buyers (Koponen et. al., 2019). That's why a key component of exchange partners developing mutually beneficial relationships is the salespeople's ability to communicate well with their customers (Drollinger & Comer, 2013).

The marketing paradigm has changed from single, discrete exchanges into reciprocal, interactive relationships since the 1980s. Therefore, the importance of buyer and seller interactions has been discussed in the marketing literature. Most marketing studies state that businesses should focus on customer satisfaction, trust, and loyalty through the practice of customer-centric selling, and thus leading to a long-term relationship. As a result, salespeople’s behavior and activities play a crucial role in maintaining relationships with customers and increasing customer retention since they often communicate with customers (Lee & Dubinsky, 2003).