“Perceptions and Strategies: Understanding How customer persuasion shapes sales performance”

BSBA – Marketing Management | Advance Communication |

Submitted to:
Ms. Johjen D. Mag-atas

Submitted by:
Francisco, Jhana Nicole G.
Gonzales, Mark Gabriel C.
Hipolito, Jayanne T.
Martin, Robby Miguel C.
Morales, Joshua Adrian M.
Pecson, Ruth Angela M.
 CHAPTER I
INTRODUCTION | REVIEW OF RELATED LITERATURE

Background of the Problem

In today’s hyper-competitive business landscape, the ability to influence and persuade customers is
paramount for the success of any commerce venture. Sales commerce, encompassing both traditional
brick-and-mortar establishments and the burgeoning e-commerce sector, relies heavily on the art and
science of customer persuasion. Understanding how customer persuasion affects sales commerce is not
only a matter of academic interest but also a critical concern for businesses aiming to thrive in an
increasingly dynamic market environment.

Customer persuasion can be defined as the strategic use of psychological, emotional, and rational
appeals to guide a customer’s decision-making process towards making a purchase. It involves a complex
interplay of factors, including marketing strategies, product presentation, pricing strategies, and the
overall customer experience. With the advent of digital technologies and the proliferation of online
shopping, businesses have been presented with new and innovative tools for customer persuasion, while
simultaneously facing evolving consumer preferences and behaviors.

Statement of the Problem

This research problem is significant for several reasons. First, understanding the mechanisms of
customer persuasion in sales commerce can enable businesses to refine their marketing strategies,
enhance customer engagement, and drive revenue growth. Second, as the global economy becomes
increasingly interconnected, the impact of customer persuasion extends beyond individual businesses to
influence larger economic trends, such as consumer spending patterns and market competitiveness.
Finally, in an era where ethical considerations play a growing role in consumer decision-making,
exploring the ethical dimensions of customer persuasion is essential to maintain trust and long-term
customer relationships.

This research aims to delve deep into the intricate relationship between customer persuasion and sales
commerce, exploring questions such as:

1. How do customers' perceptions of a product or service influence their purchasing decisions?

2. How can companies effectively align their strategies with customer perceptions to optimize sales
outcomes?
3. How can businesses adapt to the digital age landscape to maintain and improve their sales performance
through enhanced understanding of customer perceptions?

Review of Related Literature

In many sales situations, consumers often encounter cross-selling persuasion, whereby the
salesperson will suggest another product to go along with the initial purchase. Persuasion skills are
extremely important for sales and marketing professionals as they are paid not only to interact with
potential customers but also motivate them to invest in organization’s products and services Persuasion is
one of the most creative ways for a customer service representative to deliver an optimal experience to
consumers. Persuasion is not manipulation, rather it is an effective way to positively influence and retain
customers through engagement, connection, and creative problem-solving. Communication strategy is
widely used by salespeople with the purpose of recommending a product or service that would benefit
this person and convincing them, with logical and rational resources, to act. In the case of sales, the
decisive action is making a purchase.

The linguistic persuasive style of appealing to personality has the greatest positive impact on the
sales volume of live broadcast products, but the linguistic style of appealing to logic has a negative
impact. Understanding the psychology of persuasion in business can help ecommerce businesses design
more effective marketing campaigns, website experiences, and sales strategies. Drawing on persuasion
theory, this exploratory study aims to investigate and compare the potential of two discrepant persuasion
techniques (scarcity and social proof) to influence customers' experiences and thereby stimulate them to
visit the retailer's physical store.

To develop a better understanding of persuasion knowledge effects in the marketplace, this study
builds on the concept of persuasion to predict responses to marketers’ attempts to persuade consumers
with distinct levels of persuasion knowledge. In the competitive business landscape, the art of persuasion
plays a crucial role in driving sales and acquiring customers. By understanding and implementing smart
sales strategies, businesses can effectively influence customer decision-making and boost their bottom
line.
 CHAPTER II
METHODOLOGY

This section provides an overview of the research methodology used in this study. Chapter 2 includes
a description of the study, selection of population and participants, the research questions, null
hypotheses, the process of data collection, data analysis procedure, and a summary of the chapter.

Research Design
The research will adopt a qualitative study approach to investigate how customer persuasion
techniques affect sales in commerce. The research will employ a qualitative study approach to deeply into
the intricate dynamics of customer persuasion techniques and their direct impact on sales within the realm
of commerce. By embracing this method, the study aims to provide a comprehensive understanding of the
multifaceted ways in which businesses employ persuasion strategies to engage and influence customers,
ultimately shaping their purchasing behaviors and, consequently, the overall success of commerce
enterprises.

Participants and Sampling Techniques

The research focuses on conducting interviews with market professionals only in Bulacan. This study
aims to interview 10 participants who meet specific qualifications;(1) Must be Business Owners (2)
Participants must be operating businesses that have been established for at least one-year (3) Participants
should be located within the geographical boundaries of Bulacan, Philippines. Participants will be
selected through convenient sampling. This method allows for the selection of participants based on their
accessibility and willingness to participate, given the specific qualifications.

Data Gathering
Data will be collected through one-on-one interviews with Market Professionals. These interviews will be
semi-structured, allowing for in-depth exploration of participants' perceptions and strategies regarding
customer persuasion and its impact on sales performance

Data Analysis
The responses from the interviews will be transcribed and analyzed using a semantic analysis tool. This
tool will assist in identifying patterns and meaning within the interview data, enabling a comprehensive
understanding of the top
Ethical Considerations
The research will adhere to ethical standards, including:
Compliance with the Data Privacy Act of the Philippines to protect the privacy of participants'
personal information.
Conformance with the APA 7th edition format for proper citation and reporting of research findings.
Ensuring participants' confidentiality by anonymizing data and not disclosing any personally
identifiable information.
Obtaining informed consent from all participants, providing them with clear information about the
study's purpose, their rights, and the use of their data.

By following this research methodology, the study will systematically investigate how customer
persuasion techniques influence sales in commerce while upholding ethical standards and maintaining the
privacy and consent of participants.

III. Results and Discussion

CUSTOMER PERCEPTIONS INFLUENCE THEIR

PURCHASING DECISIONS

MEANING UNIT CODE THEME SUIB-THEME

“Our customers of our Affordability and taste Customer perceptions Affordable
business vary their influence their
purchasing decisions purchasing decisions
based on the
affordability and taste”
“This decision is Better service Better service
influenced by factors
such as affordability,
better service”
“Our customers Brand reputation Brand reputation
prioritize varied factors
such as price, quality,
 convenience, brand
reputation when
making their
purchasing decisions”
“Customer buy or Needs and wants Consumer Culture on
purchase what they Personal Fulfillment
think they need or want
at a certain time they
had agreed to do so”
“Customers perceive Experiences Learning Expeditions
the quality of a product
or service based on
their own experiences,
review and information
available”
“Information can Information E-commerce Market
inform strategic Insights
planning and decision-
making. This
perception helps them
choose what to
purchase and that
perception is what we
need to relocate and
study.”
“Understanding Customer perceptions Awareness
customer perceptions
helps in improving the
overall customer
experience”
“To align with the Needs and Expectations Sustainability and
specific needs and Ethical Consumerism
expectations of their
target audience in each
category”

Table 1. To summarize, they meant that customer perceptions play a significant role in shaping their
purchasing decisions. The way customers view a product, brand, or company can greatly influence
whether they choose to buy or not. Positive perceptions, such as trust, quality, and value, often lead to
favorable purchasing decisions, while negative perceptions can deter customers. Factors like brand
reputation, reviews, and overall customer experience contribute to these perceptions, making it crucial for
businesses to actively manage and enhance how customers perceive their offerings to drive successful
sales.
 Company identity and understand the key customer perceptions

MEANING UNIT CODE THEME SUB-THEME

“By giving them Loyalty Cards and Company identity and Exclusive Benefits
loyalty cards and Freebies understand the key
freebies” customer perceptions
“To provide great Customer support Personalized Support
customer support,
respond to negative
reviews and provide
caring”
“Conducting market Market research Consumer Behavior
research to understand Analysis
their needs and
preferences”
“Our water station Good value Quality Value
makes our customers
feel that they are
getting good value for
their money”
“Building trust with Building Trust Brand Trust and
customers is success” Authenticity
“Understanding and Customer perceptions Transparent
prioritizing customer Communication
perceptions
demonstrates a
commitment to a
customer-centric
approach”
“By knowing which Allocate resources Optimizing Resource
customer perceptions more effectively Allocation for
are most important, Sustainable Growth
business can allocate
resources more
effectively”
“Meeting and Increased customer Efficient Customer
exceeding the key satisfaction Support
perceptions that matter
most to customers can
lead to increased
customer satisfaction"
“Prioritizing customer Better service Enhancing Customer
perceptions leads to Service
better service to its
target audience”
“Consistency across all Consistency across all Unifying the Customer
 touchpoints can impact touchpoints Journey
how customers
perceive a brand.”

Table 2. To summarize, they meant that their company identity refers to the unique set of characteristics
and attributes that define a business and distinguish it from others in the market. It encompasses the
company's values, mission, vision, culture, and branding elements, creating a distinct personality for the
organization. Understanding key customer perceptions involves recognizing how customers perceive the
company based on their interactions, experiences, and impressions. This perception can be shaped by
various factors, including product quality, customer service, brand messaging, and overall brand image.

Company aligns their product development, marketing and sales

strategies with customer perception

Meaning Unit Code Theme Sub-theme

“By advertising and Advertising and testing Company aligns their Innovative Methods for
testing the product product development, Ad Effectiveness
before it was officially marketing and sales
launched. Feedback is strategies with
also needed” customer perception
“We are offering and Prioritizing cleanliness Efficiency Through
encouraging a way for and updating facility Cleanliness
our customers to bring
a friend along for a
workout and
Prioritizing cleanliness
and continuously
updating the facility”
“We seek customer Customer feedback Post-Purchase
feedback” Experience
“Ensuring our customer Customer supports are Proactive Customer
support teams aligned aligned Support
with the key customer
perceptions”
“We maintained Maintained different Balancing Innovation
different development development and Stability in Market
to ensure proper Maintenance
marketing and sales
demand for our
business”
“Craft marketing Crafting marketing Authenticity and
messages that messages Transparency
emphasize the aspects
of our product and
service”
“Developing our Developing product Quality Management
 products, involve and improving quality Systems
enhancing product
features, improving
quality, or adding new
elements that cater to
customer expectations”
“Making sure that we Aligned with our target Enhancing Customer
are still aligned with market Experience through
our target market, Innovation and
which is the new Personalization.
generation”

Table 3. To summarize, they meant that aligning their product development, marketing, and sales
strategies with customer perception is crucial for the success of any company. This alignment ensures that
the company's efforts are focused on meeting customer needs and expectations, ultimately leading to
increased customer satisfaction and loyalty.

Monitoring and managing the customer perceptions on social media

and other platform
Measuring Unit Code Theme Sub-theme
“We always post and Post and Updates Monitoring and Sustainability and
updates our customer” managing the customer Social Responsibility
perceptions on social
media and other
platform

“We provide time goals Resolving basic Clear and Concise

for resolving basic quarries Communication
queries, we make sure
customers know what
to expect and alleviate
frustration before it can
begin”
“We maintain active on Maintain active and Innovative Strategies
social media accounts engagement for Sustaining
where we engage with Participation
customers, listen to
their feedback, and
address any concerns or
inquiries”
“We respond through Responds Enhancing Customer
emails since our target Service
market is in the
professional level”
“Regularly track our Tracking Audience
 company’s social Demographics
media profiles, as well
as mentions of our
brand on social media
platforms”
“Our business Online forums Technology Through
participates in industry- International
specific online forums Innovation
where customer share
their experiences and
opinions”
“Sharing content that Sharing content and Enhancing Online
aligns with key interests Customer Service
customer perceptions
and interests in social
media platform”
“In our social media Market importance Market Dynamics
platforms, we
continuously show our
market importance and
product value”
“We use our socials to Better understand Enhancing Online
share educational Customer Service
content to help
customers better
understand our
products and services”

Table 4. To summarize, they meant that monitoring and managing customer perceptions on social media
and other platforms is crucial for businesses to maintain a positive brand image and address customer
concerns promptly. Effective monitoring and management of customer perceptions require a consistent
effort. Regularly assess their strategies and adapt to evolving customer sentiments and industry trends.

IV. Conclusion and Recommendation:

The findings of this qualitative study approach to investigate how customer persuasion techniques affects
sales in commerce. The qualitative analysis of interviews with experienced salespeople suggests that
customer persuasion is a multi-faceted process that involves building rapport, addressing customer needs,
and overcoming objections.
These findings provide valuable insights for salespeople who are seeking to improve their persuasive
skills and enhance their sales performance. The data revealed how important knowing your customer
perception influence their purchasing decisions, how company identity and understand the key customer
perceptions, company aligns their product development, and how important to monitor and managing the
customer perceptions through social media platforms.

Recommendations:
Based on the findings and insights obtain from the participants, the following recommendations are
proposed to continually understand customer persuasion shapes sales performance.
By understanding consumer behavior and preferences, businesses can create targeted marketing
campaigns that build brand awareness, create emotional connections, overcome objections, and encourage
upselling and cross-selling.

Empowering sales professionals with Persuasion Expertise:

Develop comprehensive training programs for sales professionals to enhance their persuasion skills and
provide them with tools to identify and adapt to customer characteristics, including: in-depth training on
various persuasion techniques, personality assessments to help sales professionals understand their own
communication style, and customer profiling exercises to help sales professionals identify the specific
needs and motivations of each customer.

Integrating Persuasive Techniques into Sales Methodologies:

Incorporate customer persuasion techniques into sales methodologies and provide comprehensive
guidance on tailoring these techniques to different customer profiles, including: creating customer
personas that outline the key characteristics of different customer profiles, such as personality, needs, and
motivations. Analyzing customer interactions and feedback to identify patterns and refine persuasion
strategies. And implementing regular sales coaching sessions to help sales professionals refine their
persuasion skills and apply them effectively in different situations.

Leveraging Crm Systems to Analyze Persuasion Effectiveness

Leverage customer relationship management (crm) systems to track customer interactions and gather data
on customer responses to persuasion techniques, including: using crm data to identify and segment
customer profiles based on their susceptibility to different persuasion techniques, analyzing the impact of
persuasion techniques on sales outcomes and refining strategies based on data-driven insights. And
providing sales professionals with real-time insights into customer interactions and feedback to inform
their persuasion strategies.

V. References
https://www.sciencedirect.com/science/article/abs/pii/S0969698916303459

https://www.managementstudyguide.com/importance-of-persuasion-in-marketing-and-sales.htm

https://fonolo.com/blog/2018/04/how-persuasion-leads-to-greater-customerservice/

https://hotmart.com/en/blog/power-of-persuasion
https://www.mdpi.com/2227-7390/9/13/1576

https://buildgrowscale.com/the-psychology-of-persuasion-and-how-ecommerce-businesses-can-use-it-to-
increase-sales

https://www.sciencedirect.com/science/article/pii/S0969698920308262

https://myscp.onlinelibrary.wiley.com/doi/full/10.1002/jcpy.1258