“THE IMPACT OF GOOD COMMUNICATION SKILLS OF SALES

MARKETING BUSINESS IN HANDLING A CUSTOMER”

A Research
Presented to
St. Mary’s College Baganga Inc.

In Partial Fulfillment
of the Requirements for the
Business Research 1
 CHAPTER 1

INTRODUCTION

Background of the Study

Communication skills is definiteley the greatest asset in all things that we do in this

world. Because communication can lead to great things in the future and if

communication fails it could lead many dissaray. And failure upon all the things that we

plan as accord so how can communication skills can be developed and improved

especially in the field of business where communication could be your main weapon to

attarct many consumer/customer and also for us students it is an asset for our mere

success in the near future. Good communication skills are incredibly important in the

business world. In some researches we can find many ways to manage and deal with

difficult communication.

Communication soft skills are basic fundamental of an important skill in human and

students’ lives internal auditor manager selection and teachers. Soft skills include

communication skills, problem solving skills creativity, critical and structured thinking,

teamwork capability, negotiating skills, self-management, imagination, curiosity,

determination, passion, or persistence could be added. In order to simple from

definition it, separated become three categorize, i.e. personal qualities, interpersonal

skills, and additional skills/knowledge. Auditors and sales representatives and other
business or company employees need to possess communication skill to successes and

advance to changing complex for the international and global, market place. At the

manager selection, leader used communication skill for employees that can rely on in

dealing with customers. Educators for promoting students’ communication skills by

increasing peer interactions, stimulating students’ reasoning, and in constructing shared

social knowledge .Communication skill can build follow communicative activities like

discussion, problem solving model, multimedia, poster and oral presentation. It is

essential that any type of organization, which wishes to pursue an activity in full

accordance with the society in which it exists, to begin the work based on a pre-set

plan, a management strategy carefully designed as management represents a vital

aspect of the functioning of the organizational and the social systems, especially in the

conditions of modern era, marked by the increasing complexity of technological and

informational products, radical transformation at the level of social structure, trends of

globalization of the economy and, especially, changes to the product at the

organizational level.

It is essential that any type of organization, which wishes to pursue an activity in full

accordance with the society in which it exists, to begin the work based on a pre-set

plan, a management strategy carefully designed as management represents a vital

aspect of the functioning of the organizational and the social systems, especially in the

conditions of modern era, marked by the increasing complexity of technological and

informational products, radical transformation at the level of social structure, trends of

globalization of the economy and, especially, changes to the product at the

organizational level.

Furthermore, the existing sales and marketing literature in terms of

originality (Corley & Gioia, 2011). This study provides new and original theoretical

knowledge on the sales communication competence required by salespeople who are

conducting international B2B solution selling. By focusing on individual salespeople, we

respond to the call for solution-specific research at the individual salesperson level

(Evanschitzky et al., 2011; Ulaga & Loveland, 2014). In addition, B2B sales researchers

have been calling to investigate the specific competencies which salespeople need to

master as they provide solutions in solution-centric sales (Blocker, Cannon,

Panagopoulos, & Sager, 2012; Evans, McFarland, Dietz, & Jaramillo, 2012; Ulaga &

Kohli, 2018; Williams & Plouffe, 2007). Particularly Ulaga and Kohli (2018, p. 167) have

argued that future research should more specifically investigate which “excellent

interpersonal skillsets and adequate technical competencies” B2B solution sellers need

in order to be successful in their work. Although existing sales research has considered

many important aspects of solution selling at the firm level (Tuli et al., 2007; Ulaga &

Kohli, 2018), only Panagopoulos et al. (2017) have focused on individual salespeople

and investigated salespeople's key solution-related activities. However, we are the first

to examine what type of sales communication competence salespeople need as they

accomplish international B2B solution sales activities.

Statement of the Problem

Communication is an interpersonal arm of the promotion mix. Company

and business organizations employees represent the company to the organizational

buyer and act as an intermediary linking the organizational buyer to the company.

However, the purpose of real communication is to accomplish a task, such as conveying

a message, obtaining information, or expressing an opinion. Not all language learners

can communicate fluently and accurately in English due to several difficulties that they

may encounter.

Specifically in the world of business where many jargons that is usually used in business

meetings and transactions. Where the employee who represents the organization

encounters bigtime clients communication would be a main core to close some deals

Therefore, the communication problems encountered by employees who are lacking in

communication skills will be addressed in this paper. Many studies have discussed the

problems that for employees who haven’t got the big break they want to achieve in

their work is due to the communicational problems that they are dealing with. But this

research has been conducted to solve these problems. However, in order to solve these

difficulties business /company employees’ strategic competence should be developed

through using of communicative strategies because these strategies can help students

to solve their communication problems they experience during the course of

communication and because these strategies may lead to better learning. However, the
research that being conduct are seeking for the answers of the customers on how the

sellers convince the buyers in the market.

1. Does the customers meet the good communications skills that the sellers

possessed?

2. Does the sellers have shown unique skills in convincing the buyers?

3. Does the consumer conquer the expectations they had when communicating in

both online and verbal aspect of communication in regards with the product that

they want to purchase?

4. In the midst of communicating with the client does the seller/employee had any

doubts in his/her selection of words to use?

Theoretical Framework

According to Jerald Greenberg, communication can be interpreted as a process by

which a person, group or organization (sender) transmits one type of information

(message) to another person, group or organization (recipient). Communication within

the organization becomes important to create a common understanding of the

information presented to each other. Communication can create satisfaction for those

who do, as Stoner says in Bolarinwa and Olorunfemi, that communication as a process

used by humans to seek common sense through the transmission of symbolic

messages. 5 Furthermore, Stoner states that the notion of communication is three

important points, namely (a) that communication involves people and that

understanding communication includes trying to understand the way in which human

beings are interconnected that the communication includes the same meaning, in the

sense that, for people to communicate they must agree on the definition of the term

they use and that communication which includes symbols, be it body, voice, letter,

number, and words, can only represent or approximate the idea they intend to

communicate. According to Robbins states that communication is a transfer of meaning

and understanding of meaning to others in the form of symbols, symbols or certain

languages so that people who receive information understand the purpose of the

information. Different from that Communication is also a passage between a source and
a recipient which translates into a transfer and an understanding of the meaning.

Correspondingly, Gibson, Ivancevich, and Donnelly have stated that communication as

a process of transmitting information and understanding using the same signs.

According to James G. Robbins and Barbara S. Jones (1982), in his book Effective for

today manager, that communication is a behavior, action or activity of delivering or

operating symbols that contain meaning or meaning. Communication is the glue that

unites the organization together. Communication helps members of the organization

achieve both individual and organizational goals, implement and respond to

organizational changes, coordinate activities and virtually interact with all behaviors

relevant to the organization. When the effectiveness of organizational communication is

less effective than it should, then the organization is not as effective as it should be.
Related Literature and Studies
The writing begins with the methodology of Donaldson and O'Toole (2007), contrasting

the significant contrasts between the customary advertising and relationship

showcasing. Osarenkhoe and Bennani (2007) likewise support Donaldson and O'Toole's

hypothesis. Besides, Kotler, Wong, Saunders and Armstrong (2005) clarified "pull

promoting" and "push promoting", contrasting the distinction of those two originations.

In this part we endeavor to discover the distinctions of conventional and relationship

advertising, to clarify how online media influences relationship advertising.

Furthermore, Donaldsson and O'Toole (2007) depicted the significance of

correspondence in relationship showcasing. Ward and Dagger (2007) expressed that

listening is an extraordinary beginning towards the accomplishment of an upper hand in

connection showcasing. Web-based media is a decent instrument for correspondence.

As Donaldson and O'Toole (2007) referenced that approaches of customary advertising

hypothesis couldn't in any way, shape or form foster relationship with all clients, except

if online media advertising technique transforms it. What's more, (Wanga, T. C. what's

more, Linb, Y. L depicted six factors that impact the organization in executing

organization showcasing. In this part we need to discover the advantages that how
web-based media help organization's correspondence with their clients to assemble a

decent relationship.

Thirdly, with the assistance of the hypothesis of Donaldson and O'Toole (2007) and

Leverin and Liljander (2006), the significances of correspondence about connections are

further underlined. In addition, Kotler, Wong, Saunders and Armstrong (2005's)

hypothesis depicts three sorts of showcasing in help ventures. Mill operator, Fabian,

and Lin (2009) and other researchers express that web-based media can assist

organization with building brand picture and great relationship. We need to utilize those

writings to discover how online media can help relationship and how it functions. At

long last, we will utilize Smitha (1991), Campbella (2010), Wittmann (2008), Shocker

and Ruekert (1994), Wilson (2008) and some other researchers' hypotheses to discover

the joint effort among SMEs and enormous firms. This is our proposition's feature. As

indicated by the observational investigation, the outcome shows SMEs could set up a

drawn out relationship with enormous firm by means of informal communication media.

2.2 Traditional versus Relationship Marketing Approach It is obliged to examine that the

most barefaced contrasts between the conventional and relationship showcasing

approach which is named exchange center and the key

promoting approach (Donaldsson& O'Toole, 2007). Donaldson and O'Toole (2007)

referenced that the "Social range of connections" could be associated with connections

as exchanges more than at least two gatherings previously. It is clear significant to

assist the organizations with recognizing various types of connections through the social

range.

In any case, it tends to be seen that it is difficult to assist the organizations with

building the connections with every one of the clients. Also, Donaldson and O'Toole

(2007) portrayed that if buying petroleum with cash in long reach, the relationship

would not arise. Under is a representation to depict the social range of connections

naturally

The 2011 ends said, "Associations with profoundly viable correspondence and change

the executives rehearses are over two times as liable to fundamentally beat their

friends." The 2014 Ketchum Leadership Communication Monitor investigated the view

of more than 6,500 individuals in 13 nations on five landmasses. Specialists took a

gander at successful authority, powerful correspondence and the connection between

the two. This is what they found. Shoppers are baffled with pioneers across all areas.

Just 22% of those overviewed felt pioneers are showing successful authority. Nothing

unexpected, open, straightforward is the highest level characteristic for viable authority.

Around 74% said viable correspondence is vital to incredible authority yet just 29% felt

that pioneers impart adequately. The report said, "This hole has generous business

suggestions. A reasonable greater part of respondents boycotted or purchased less

from an organization during the beyond a year because of helpless administration. Far
less began purchasing or bought more because of positive administration

discernments."

Edelman's worldwide brandshare™ 2014 report says that most of individuals accept that

their associations with brands is uneven. 70% of those reviewed said they accept that

when brands connect with they are spurred only by a craving to build benefits as

opposed to a guarantee to individuals, and 87 percent need significant communications.

The report says, "Information shows that all things considered gathering passionate

and normal requirements all the more effectively drives individuals to act. At the point

when brands meet these joined passionate and objective necessities, individuals are

bound to buy (9% expansion, suggest (11% increment) and safeguard the brand (5%

increment) than if by some stroke of good luck their feelings are met. Individuals are

the foundation of correspondence, and they are the main factor in deciding if the

association will succeed. How they connect with, their opinion and how they act is

impacted by explicit, focused on, significant correspondence that is educated by

research and estimated against benchmarks. Something else, it resembles shooting a

bolt at an objective in obscurity wanting to hit the pinpoint center. We can't bear to be

all in or all out. We need examination to advise vital arranging, benchmarks to show

where we began and an estimation intend to exhibit the effect that correspondence has

on business results. Examination and estimation makes the worth of key

correspondence a substantial business resource.

The reason for the segment is to survey current writing identified with issues

influencing.correspondence between pioneers, representatives, and commitment. In

this writing audit, I tended to the subjects of initiative correspondence rehearses,

working environment correspondence, inner correspondence, work fulfillment, and

worker commitment practices, perspectives, and trust.

This subjective review investigated compelling correspondence techniques that

supervisors with direct reports use to expand representative commitment and

efficiency. Correspondence hypothesis gave the reasonable structure and a manual for

analyze related hypotheses and ideas in the writing audit. I looked through an

assortment of online examination data sets and neighborhood libraries for the writing.

The writing audit included companion looked into diary articles, papers, and books.

Watchwords for

recovering the electronic sources included correspondence hypothesis, compelling

administration correspondence, authority correspondence, the impact of powerful

administration correspondence, viable correspondence, and impacts of powerful

administration correspondence. To look through the watchwords, I utilized Walden

University's electronic library data sets counting ABI/INFORM, Emerald, Sage Premier,

Business Source Complete, and Google Researcher, other online libraries, and sites. The

inquiry delivered in excess of 300 diary articles, books, and papers. Of the 238 sources

utilized in this review, 208 are from peer-looked into

diary articles (87%), nine are non-peer-evaluated diary articles, 18 are books or papers,

furthermore, three are government or white paper sources. The quantity of sources

utilized in the review

distributed inside the most recent 5 years was 134 (56%).

This segment loathes the hypothetical viewpoint of business correspondence and the

experimental audit of the various builds of correspondence just as their effect on

representative performance.A.Theoretical Review Most correspondence researchers

offered proceeded to associate and subsequently coordinate business correspondence

across various degrees of investigation going from miniature to the full scale levels of

association. Albert Bandura's(1986) social intellectual hypothesis and Jams Prochaska et

al. (1994) transtheoretical model attest thatthe general conduct of an individual is

constantly framed dependent on the points of view of the more extensive local area and

social climate. This accordingly shows that intercessions pointed toward guaranteeing

powerful @Impact of Effective Business Communication on Employee

PerformanceStavros Kalogiannidiscommunication in an association should consistently

incorporate all endeavors that impact positive changes in the bigger hierarchical

environmental.Similarly, most influence studies have zeroed in on what the individual-

level correspondence means for the overall conduct of an individual. Most specialists
have attempted to clarify the kept moving nature of most associations particularly as

they are as of now shaped and thus changed through various collaborations among

various gatherings and frameworks. The main cooperations prompting positive

authoritative change are ordinarily directed among individuals from an association. The

outside climate or crowds and social importance frameworks, among others [3].Most

early examinations zeroed in on conduct change among workers because of helpless

correspondence in association. The majority of these examinations demonstrated that

social change was ordinarily affected by a few factors includingcredibility of the

wellspring of information or data, dread, nature of contentions, and character contrasts,

among numerous other variables.Since the 1960's most business related investigations

have stressed intellectual preparing of information or data that outcomes in influence.

On the opposite ongoing investigations have uncovered that business and overseen

correspondence is a significant and vital device for co-activities to accomplish their ideal

development as far as benefit and execution [3].B.Empirical Review 1.Employee

Performance Employee execution is regularly characterized as the conduct displayed by

a worker while playing out a specific errand alloted by the business. It additionally

identifies with the result delivered by a specific boss in an association. Fuertes et al.

[4]indicates that representative exhibition is related with the accomplishments of each

worker as per the various standards, guidelines or assumptions for the association or

manager. As per Jiang et al. [5], the idea of worker execution mirrors the capacities

and abilities of every individual representative in an association. For this situation,

generally capable and skirled workers will in general display an undeniable degree of
aptitude and responsibility hands on which prompts more noteworthy representative

execution when contrasted with those with less ability and abilities. Nonetheless, most

researchers declare that there are extra factors that impact the degree of

representative execution other than abilities, skill and aptitude or polished methodology,

successful correspondence in an association is among the most fundamental factors

that impact worker execution and efficiency levels. Fuertes et al. [4]assert that fantastic

representative exhibition is fundamental in the formation of top notch administrations

for clients and higher productivity for the associations. These advantages of upgraded

representative execution will in general prompt practical upper hand in the long run.The

enthusiasm and responsibility of workers is ordinarily supported when different workers

or directors on the association are attempted their positions successfully. The nature

where the association cooperates or speaks with the workers assumes a vital part in

further developing representative

exhibitions since it goes about as a wellspring of inspiration and new information, or

abilities [5].2.Business Communication and Employee Performance According to Otoo

[6], best pioneers or troughs in are those that plainly comprehend the various parts of

correspondence and its overall effect on the association's setting or design. Ownership

of information on the importance of business correspondence empowers administrators

to work on the idea of correspondence in the association which in the long runyields

positive outcomes most particularly concerning representatives' usefulness execution.

Odine [7]indicates that powerful correspondence is a truly solid vehicle that assists
representatives with satisfying their authoritative commitments. To upgrade efficiency

in an association, administrators should advance free-streaming correspondence across

the diverse departmental units in the association. Administrators have a commitment of

plainly conveying the diverse hierarchical objectives and destinations to the workers and

different partners and this demonstrations a motivation or inspiring variable to the

employees.Jiang et al. [5]also demonstrate that compelling correspondence assists with

building trust among representatives and the top authority of the association which

urges the previous to perform effectively at work. Keeping a positive degree of powerful

correspondence among supervisors and workers assists the previous with effectively

controlling and screen progress of the various exercises being attempted by

representatives in the association. Otoo [6]suggests that stressing a decent progression

of data across the whole labor force in the association helps in accomplishing the

distinctive key objectives and goals. feast [7] uncovered that correspondence isn't really

about talking, tuning in, and composing yet rather affects individuals cooperating and

seeing each other just as sharing information or thoughts regarding various issues.

Different investigations have uncovered that powerful correspondence empowers

directors to impart objectives to different partners of the association both inside and

remotely.
Conceptual Framework

Independent Variabale Dependent Variable

The contentment of the

The communication skills on
clients in meeting their
the sales marketing strategy
expectations on the
in handling normal clients/big
communicational skills of the
clients.
seller.
-Knowledgeable
communications skills
-sellers
-Confidence in facing clients
-products
-Good conducts in words
selection. -communicational skills
Significance of the Study

The mere target of the study that we have conducted is rendering the guidelines on

how to improve the communicational skills of the sellers/employees. When they are

facing clients and also to give boost on the confidence that they posessed and to

outline on how to carefully select the words that they would use on talking on their

clients. Succeeding in your career requires good communication skills. You need to

know what you want and how you are going to attain it. Being an excellent

communicator can help propel your career.

Good communication skills can aid in helping you land an interview and pass the

selection process. Being able to articulate well provides a significant advantage To do

your job effectively, you have to discuss problems, request information, interact with
others, and have good human relations skills these are all part of having good

communication skills. They help in being understood well and in helping understand the

needs of those around you. Being able to deliver messages clearly and understand other

people means work can be completed more effectively and to the benefit of the company as

a whole.

Employers want staff who can think for themselves, use initiative and solve problems, staff

who are interested in the long-term success of the company. If you are to be seen as a

valued member of the organization, it is important not just to be able to do your job well,

but also to communicate your thoughts on how the processes and products or services can

be improved.

Definition of Terms

Jargons - special words or expressions that are used by a particular profession or

group and are difficult for others to understand.

Dissaray- a state of disorganization or untidiness.

Initiative- the ability to assess and initiate things independently .

Rendering- the action of giving, yielding, or surrendering something

Correspondingly- in an analogous or equivalent way

Interconnected- having all constituent parts linked or connected

Propel- drive, push, or cause to move in a particular direction, typically forward.

Accurately- in a way that is correct in all details; exactly

Intermediary- a person who acts as a link between people in order to try to bring

about an agreement or reconciliation; a mediator.

Competencies- The ability to do something successfully or efficiently

TARGET RESPONDENTS

-Sellers