Factors Influencing Seller Communication Style

8/2/2019 Factors Influencing Seller Communication Style

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~5SHNo 091 71

An Empirical Study of Organizational Climate with Reference to Employee'sMotivationProf S. K . S ingh, V ivek Tiw ariConstruction of Equity PortfoHo of Banking Sector with reference to The SharpeIndex ModelP . V aradha ra jan, D r. P YikkramanFactors influencing Seller Communication StyleV inny K um ar C 1U lganti, D r. K. S. S . Rama Raj", Diu ytl Kuma rA Study of The Marketing Practices of Farmers at Uzhavar SandhaiD r. T . RBm osam y360-Degree Feedback Performance AppraisalProf Amit Kr.Lain, Prof Shrankhla lainRoll! of Microfinace inDevelopment of Indian EconomyPro! (Dr.) Amit K . Sri~llstava, Dr. Cyan Prakash UpadhyayStress-lob satisfaction Relationship: Im.pact of Pl!'rsonality Variable: An Empiricalstudy on Private Sector ManRge.rsD r S ha lin ! S riv as ta vaPerformance EvaLuation of Mutua] Funds on Tax Saving Schemes InIndiaS. D U T g aGlobal trend in consolidation of Stock Exchanges:An analysis of NYSE Euronext Inc.D r. S /zw eta A nan dRural Consumer's Buying Behavior towards Insurance PolicyD r. M nithili R .P . Singh, D r. Stm jeev Kum ar, Jagdery' Kum ar

Hi - Annu~ JournalUnit d Institut of MallagenlentAllahabad


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InVinay Kumar ClugantlDr. K. S. S. Rama Raju"

OiVYil KullUlr"

c tINTRODUCTION

Ina boundary spanning role, salesmen represent anorganizational face to the customers. Thus, sales interactionsare critical to success of any business, for that iswhere the fareof organiz;anonal bottom-ltne is drawn. With th..t premise,hisboriCilUy.there was an Increased emphasis laid on studyingthe Ioleof s~esman and the ways in which that role caninfhaencecustemers' pen:ept::ions about the organization andits products and lor services, Simply put, fields such asconsumer behaviour are not just trying to learn how theconsumers behave, but also are trying to learn how to feed intothe organization.al systems to deliver what thl" consumerwanbs.l'h,e. role of salesmen becomes pivotal insuch feeds. Runinto any organization today, it will not be surprising; to findthat sophistication is what catches the attention of customers.And the fact thatllvery executiveof an organization tries to se Dis unignorable. Consider the case of organizations like lOaBank, Big Bazar and the l ikes.E"verybody in the organizationtries to sell. Executives are there for selling and serving thecustomers. They are trained to do that; and 'training' is jWi t onefeed inte the system.


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SAMIKSHA Volume n, No 2,Willramq & . SpirO (IYH5) hav studied

~tylt ' ' l lr1 -",llt'spl'ro.;OIl customer dyadShl'lh' II .IS Olll' , e m llu ('n cC ' o t in tera ti h .hulld it lurtl d - c On on ow mtetactants'I.n .Jn two the inn f(unstUutlon l,f bemg~ on th : .. ~en~l' 0 bwlogicalclJuldl1Olaccommod t I"" dCHCOmmuni c a t i on . She~h'sIdeas

II e 1115 e\ elopment.. N oonan (19B5) defined s 'Ie a . . .~haviour.Thisdef '1.:_ I) sa predic~ble pattern of. hal lffi,wl\Sernstorua\ &

U ' ! I . ooncf. 'phlal ization o f c .. v . om N o rto n's (1 97 8)p re tn.l5e'l\'as that co . ~mmun1 ! : a t i o n styl~, where thsuffi . llU l;turuca tivE beh :a \ . e. oentl)' correla te t .. '"lOU!!> o f a n in div id 1The chan . . 0 an ex ten t o f stud . . u aN gt >U' I peh>p~t ive fr . Sh ; ymg Ita s a c on st ru ctO(Jn!lI\'S broughl . em eth s con ceptu1 ' .. .i n te ti lc l io n s tu d ie s In tv.'a changes. F irstl ! IZatiOn towere !'lOW b c k from a cornmunkati y, buyer-seHpfsecondly thaedh up b y W ell-found~.Jthn S t yl e p e r&pe c ti v e. ,e t eorv . o :u E!ory' NIn terac tion a t a d ~ cau ld be advanced In orton'Sit h a n the


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Influpncing Seller ommunication StyleFiI(fol'\'l

Research Design, Sample ..Measuresand Methodology

ThN(' I~ Sl1I f_den I evidence tha t stud y o f c om rn uru ca tio nI,.. Ill,' sales miNdell)ndelivers findmgs tha can be used t

~ fI nncc the bottom-line. Earlier in th is pilper. t he . .. .h;~b\ e ofIf\ ue . ........1"'-I tforl wa stated: It 15 to test If the ob role of salesmenIJ~ l: . .mflu.:nc~ their communtceuon style. Broadl}, there are rwof .u:Wt5 .lpart from consumers th~t can influence such ch Ke Ju ca tlO n d nd expenenc . Educa on can bedefu; d tnterms!h"qualiflcahon, and experience may be defined as tEnof rv ing In a specJf IC Job rol " IS irnportant t paraaffed" or ed uca rien from lh affects of e pen T d3rc-gres5innanaly~!s from one population of ddngwas one option. However, we chose om. e tud ""''''''1"."thplr mil IPI:; In business adrn rn troll on!ipl'Clll lizat Ion a one sample. to r pr t h(' pt!rJenn'd grOHp /Ind another mpw()rkJng rdal 5al! m n 0repr I '!


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open- -.-- Table 3: Mode! S\lmlJl.uy Std. Errorr- R AdjustedRSaIM )' ~l11rled O R a t the

U nres tri cted "" N !:)t Square .R 5 ' I e .this !Troup preferred, an t ey me u e o pen , p re cisea . . ,~impression-leavmg.

Table 5::ModeJ SummaryRRestricted

R AdjustedOR Unrestricted =Model Square R Squa reNot Applicable

(Selected).573 .566.652 .642.711 .697

12 .808b

.843~

. b. Predictors: (Constant), ImpressionLeaving.. Precisec. Predictors: (Constant), ImpressionLeavmg. Precise, Open

Table 6: ANOVAd;eSum o f MeanModel d1 fSquares Square

Regression 13.411 1 13 .411 '91.1bl1 Residual 10 .004 ,6 8 .lJ7Regression 15.274 2 7.b372 Residual B.Ul 67 .nz

3 Regressicm 16.639Res idua! 6.776


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mmu n lit I1n SI I"

l hUh~' 01 ( umrnnni(.llil)n~h It'liI rall111n lllnlpntll"I~,\nIl11.1h.! IIH'l1l1v. (lrl'n.I'rli'll"t

ol\UP

Pr,lIn.lli~ Im r l1l'ssinnI .',w;n~.O!"I !' I l. F r i l' nd ly ,\Ilill\a{~d")pell, Prectse, Impressienle,n Lng

First e>bsen .lUOD that strikes hard is the number of.:(Immunicah.onst\ les that students thought was important for3 clfti. interaction One group chose five and the other six,, -ampa~ to three communkation,styles which evolved for-theWO!'killf; group. This, to an extent, indicates a tack ofblowledge about the iob role and wha t it demands. We do notmtel1dto 5Ug_~t'St that a masters student should be trained for~ Sopeciiicypt ' of communication style, However, this just~plk3te$ the imagination deficit in these students, To know...rut eommunicaticn style suits best to a context is necessary'iII' m o - . e o..:cuP\ rng e:'(ecutive positions in the industry. Thisr . l S l shows the need for training on communication styles more: : " . a n communication skills. Having said. that, there isanotheriv. :) onookingat the findings. One couldargue that the choiceso J < ro d en ts w e re wise and more useful in ill sales i n t e rac t i on-~ :irh we do not deny. If one were to identify the utility of onec om m u ru ca tio n style in producing an intended ou t come , thenIt;eIIUsht have a,prescription of communication styles suitable

ever: context. That would be somethmg in the line of theeifo pu m by Dion & . Notarantonio, For example, a friendly

urucation style has shown results in increased sales;-'.end wa not a choic M of working retail salesmen in this

while I t \ -.as i'l students' choice. This indicates a need forthe sa men 10 g ar up better; like a feed into the

d 11 1 th beg InII ing of Ihl;!pap~r

.llld I("I (JI\,Ibly we think that nlary con tr in t h~II"\.H II 1I1~' ,11M, one Ilf th(' pnrne rr of moti,)1\\ Ill". wlu-n It do n o t m e '1 e p ec ta tio ru au ,....,'"'~t,111.1 il I ,dun.! job

Factors Influencing Seller Communication Style

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