THE IMPACT OF NEGOTIATION ON THE SUCCESS OF SALES COMMUNICATION : Graduate paper

Pregovaranje preuzima sve veću ulogu kako u svakodnevnom tako i u poslovnom životu svakog čovjeka. Zbog konstantnog širenja i obogaćivanja tržišne ponude, brzog razvoja tehnologija koje vode do velikih promjena u marketingu, poslovanju ali i samoj prodajnoj komunikaciji, poslovno pregovaranje treba sve više razvijati i prepoznati prednosti dobrih pregovaračkih vještina. Poznavanje pregovaračkih strategija, taktika i tehnika može omogućiti bolje povezivanje gospodarskog subjekta sa partnerima te jačanje same konkurentnosti na tržištu. Kroz ovaj diplomski rad opisuju se vrste komunikacija te govornika s naglaskom na prodajnu komunikaciju i vrste prodavača i prodajnog pristupa. Provodi se istraživanje kako prodavači različitog karaktera i iskustva pristupaju prodajnom procesu, koliko su im dobro razvijene pregovaračke vještine te uspijevaju li detektirati pravilno prilike i nedostatke unutar prodajnog procesa. Prikazat će se kako pregovaračke vještine mogu pomoći uspješnosti prodajnog procesa te koje vrste pregovaračkih strategija u prodaji postoje.Negotiation is taking on an increasing role in both the daily and business lives of every human being. Due to the constant expansion and enrichment of the market offer, the rapid development of technologies that lead to major changes in marketing, business, and sales communication, business negotiation should be increasingly developed and recognize the benefits of good negotiation skills. Knowledge of negotiation strategies, tactics, and techniques can enable better connection of the economic entity with partners and strengthen the competitiveness in the market. This thesis describes the types of communications and speakers with an emphasis on sales communication and the types of salespeople and sales approach. Research is conducted on how sellers of different character and experience approach the sales process, how well-developed their negotiation skills are, and whether they manage to properly detect opportunities and shortcomings within the sales process. It will be shown how negotiation skills can help the success of the sales process and what types of negotiation strategies in sales exist