Please read discussion questions Chapter 3 and 4 at the end of the chapter and complete answers to the following questions: 1) Question #2 (Chapter 3) 2) Question #2 (Chapter 4) Chp3- 2. You are talking about this class to someone who isn’t familiar with business. When you mention you are studying how people make buying decisions and that this information will help you become a better salesperson, your friend says you are just trying to learn how to manipulate people more effectively. How do you respond? Chp4- 2 Assume you are making a call on a person of the opposite sex in a culture where direct eye contact between the sexes is not supposed to occur. Much to your amazement, the buyer continues to look intently into your eyes. You are in an office alone with the buyer. What should you do?

Question 1

There is a fine line between persuasion and manipulation or coercion. A good salesman aims at persuading the consumers into buying their product or service. Persuasion is the art of aligning your objectives with those of the other party (Turner, et al. 218). A manipulator’s intent, on the other hand, is to fulfil their objectives without much consideration on the losses of the other party. Manipulation, deception or coercion is where such a seller exploits the emotional and psychological weaknesses of the buyer to achieve a sale. People already have a prescribed method by which they reach a buying decision. Learning how people make buying decisions will help me use behavioral insights instead of exploitation to achieve the buying action. Turner et al., (2018) list the stages of the buying process as need recognition, search for product information, product evaluation, product choice and purchase. After the study, I will learn how to persuade purchasers in each stage of the buying process.

Question 2

Taking advantage of such an opportunity entirely depends on personal morals, ethics and courage. The culture clearly frowns upon direct eye contact with the opposite sexes. Although, there is the possibility that this is cultural stereotyping. Assuming that everyone from the community avoids eye contact is wrong (Hohenberg & Homburg 2016). The first thing I would do is explain to the buyer that I’m from a different cultural setting then ask if we should proceed with eye contact. If they show no reservation and understand, then proceed with the transaction. Consequently, going with the flow can earn the buyers trust. There’s nothing quite as bonding a shared secret from society. Salespeople who master the process of integrating or assimilating into the different culture gain trust and repeat transactions.

References

Hohenberg, S., & Homburg, C. (2016). Motivating sales reps for innovation selling in different cultures. Journal of Marketing, 80(2), 101-120.

Turner, M. M., Mabry-Flynn, A., Shen, H., Jiang, H., Boudewyns, V., & Payne, D. (2018). The Effects of Guilt-Appeal Intensity on Persuasive and Emotional Outcomes: The Moderating Role of Sponsor Motive. Journal of Nonprofit & Public Sector Marketing, 30(2), 134-150.