PERSONAL SELLING IN TERMS OF VERBAL AND NONVERBAL COMMUNICATION

V diplomski nalogi obravnavam osebno prodajo z vidika verbalne in neverbalne komunikacije. V prvem delu, kjer predstavljam teoretično ozadje verbalne in neverbalne komunikacije, se osredotočam na sam proces prodajnega razgovora in psihologijo prodaje. Pri verbalni komunikaciji sem podrobneje predstavil pojme iz nevrolingvističnega programiranja in tehnik spraševanj ter aktivno poslušanje. Pri neverbalni komunikaciji pa sem se poglobil v najosnovnejšo telesno govorico, kot je proksemika, gestika, mimika, ter predstavil tudi mikroekspresije obraza ter fiziognomiko, torej določanje značaja oseb po njenih značilnostih glave in obraza. Opozoril sem tudi na pravila pri branju telesnih znakov in ugotavljanje laži. V drugem, praktičnem delu sem po predstavitvi značilnosti bančnih storitev in uspešnega bančnega tržnika, verbalno in neverbalno komunikacijo predstavil po fazah prodajnega razgovora, ki jih predlaga interaktivni model prodaje. Dotaknil sem se tudi pogajanj in opozoril na pomembnost poprodajnih aktivnosti. Govora je o prodaji bančnih produktov pravni osebi. Zavedel sem pomembnejše dele verbalne in neverbalne komunikacije, ki sem jo opazil pri sogovorniku oziroma jo tekom prodajnega razgovora uporabljal sam. Zanimala me je moč vpliva in sinergije verbalne in neverbalne komunikacije na potek in rezultat prodajnega razgovora. Predpostavke, da obvladovanje veščin osebne prodaje bistveno izboljša rezultat prodajnega razgovora in da je uspešna prodaja odsev skladne uporabe verbalne in neverbalne komunikacije, sem potrdil. Pomembna ugotovitev je, da v osebni prodaji, pa tudi na splošno v prodaji, ni zgolj pomembno prodati, temveč stranki zadovoljiti njene potrebe in želje, posledično sledi uspeh. Verbalno in neverbalno komuniciranje se je mogoče priučiti oziroma izpopolniti, tudi zlorabiti, vendar moramo za dolgoročni odnos ohraniti visoko stopnjo etičnosti. Tudi banke se, tako kot druge tržne organizacije, prilagajajo ostrim gospodarskim razmeram in veščine prodajnika so ključnega pomena za ohranjaje obstoječih strank in pridobivanje novih. Stranke so dandanes vse bolj izobražene in seznanjene tudi z načinom prodaje, tako je uspešen prodajnik tisti, ki je resnično vešč tako v verbalni kot tudi neverbalni komunikaciji in ki pozna različne prodajne tehnike. Prodajnik mora biti sposoben obvladovati inovativne in napredne tehnike, torej poznati teorijo in jo tudi znati prenesti v prakso. S poznavanjem verbalne in neverbalne komunikacije pridobiva pomembne informacije za prodajo in odločanje, kot drugo pa mu ta veščina omogoča uspešnejši lasten nastop. Vsled napisanega lahko rečemo, da se sinergija omenjenih veščin lahko zelo približa formuli za uspeh.This thesis covers the verbal and nonverbal communication’s aspect of personal sales. The first part presents the theoretical background of verbal and nonverbal communication and is focused on the process of the sales pitch and the sales psychology. Theoretical background of verbal communication in this thesis covers topics such as neurolinguistic programming, questioning techniques and active listening. The theoretical part on nonverbal communication focuses on proxemics, gestures and mimicry, together with facial microexpressions, physiognomy and character assessment based on head shape and facial features. The first part of the thesis also draws attention to the rules of reading body signs and lie detection. The second, practical part, begins with a presentation of characteristics of successful banking services and bank marketers, followed by a presentation of verbal and non-verbal communication segmented by phases of the sales pitch, such as proposed by the interactive model of sales. The basics of negotiations and the importance of after-sales activities are briefly discussed, as well as selling banking products to legal entities. I noted the important passages of verbal and nonverbal communication, which I discovered during a number of sales pitches I have made. I was interested in the power of influence and synergy of verbal and nonverbal communication on the course and outcome of a sales pitch. The assumption that personal sales management skills significantly improve the outcome of the sales pitch and that a successful sale is a reflection of consistent use of verbal and nonverbal communication, was confirmed in my thesis. An important finding is that in personal sales, as in general, it is not only important to sell, but also to satisfy customer\u27s needs and desires, which consequently leads to success. Knowledge of verbal and non-verbal communication can be obtained, refined or even abused, but in order to establish a long-term relationship, we must seek to maintain a high level of ethics. Even banks, as well as other market-driver organizations, adapt to harsh economic conditions and sales skills are crucial to maintain existing customers and acquire new ones. Customers are now better educated and familiar with selling techniques, so a successful salesman has to be truly skilled in both verbal and nonverbal communication and possess knowledge of different sales techniques. Sales people should be able to master the innovative and advanced techniques, that is, to know the theory and be able to put it into practice. By knowing verbal and nonverbal communication, relevant information may be obtained in order to close a sale successfully and moreover, this skill allows for one’s own successful performance. As a result of the previously stated facts, we can say that the synergy of these skills might be the formula for success