The Persuasion Strategies Used by Philippine AXA Sales Agents Based on the Level of Communication Apprehension

Abstract

Sales Promotion is a component of the marketing process that plays a vital role in closing a sale of goods or services to a possible customer by presenting optimistic reasons to make a positive purchase decision. It is one of the foremost techniques used in merchandising products to the public. Typically, salesmanship is a face-to-face meeting between the merchant and customer, convincing the customer that the merchandise on sale is fundamental to their gratification. Similar with organizational communication, sales promotion involves communication and interaction with others, which is a requirement and it could be assumed that a shy individual might not be viewed as effective communicator or sales agent. A feeling of anxiety or fear that something unpleasant will happen is one of the considerations to count when examining the persuasion strategies of a person. This descriptive research was done to analyze the persuasion strategies employed by the sales agents based on their levels of communication apprehension (CA). This study identified the communication apprehension levels of the sales agents and the persuasion strategies that they use to sell their product. This research also categorized the persuasion strategies used by the sales agents with particular type of communication apprehension. The researcher used the Personal Report of Communication Apprehension (PRCA) formulated by James McCroskey (1976) to identify the communication apprehension levels of the sales agents. To further categorize the persuasion strategies used by the respondents the researcher conducted a one-to-one interview with the agents. The researcher also interviewed the Branch Manager to supplement the information obtained from the agents. Philippine AXA sales agents mostly have low level of communication apprehension. 55% of them got a low CA, 40% got a moderate CA, and 0.5% got a high CA. Seemingly, they have high communication requirements since they are exposed to business deals with their clients. Approximately half of the respondents have low level communication apprehension because a person with a high CA level has significantly lower individual prospects of employment, retention, and advancement (Richmond, 1984). People who have high levels of communication apprehension are less likely to receive job interviews, be offered employment, or retain their positions than are other people (McCroskey & Richmond, 1979). Being a sales agent requires rigorous training before an employee can be a regular agent in the company. These trainings include several modules on self confidence, interpersonal communication skills, and marketing strategies. During the course of this preparation, agents are inculcated with abilities and expertise that should be observed and kept in mind in doing their business. The interview revealed as well that the agents are likely apply other strategies besides the categories mentioned by Makosky (1985) which are appeal to needs, social and prestige suggestion, and loaded words and images. Others tell stories while some insert humor. One admitted that she uses emotional appeals to convince her clients to buy the product. There was also an overlap of the persuasion strategies used Low CA agents are more likely to employ the most number of strategies, followed by the moderate CA agents, and clearly, the high CA agent has the least number of strategies used. Low CA is “seen as a facilitator of the development of communication competence and communication skill and as a precursor of positive communication affect" (McCroskey, 1982, p. 21). The strategies they employ involves more communication skills (compared to high CA) as they present the product. Likewise, they do not find it difficult to establish good relationships with customers; consequently they tell stories and even insert humor in their discussions. Moderate CA agents, however, are more likely to exhibit a tendency to utilize strategies that detach themselves from the clients. While it is true that at first they try to establish rapport with their clients, it was found that as the conversation goes on, they just give a detailed description and a clear explanation of the product, and some series of questions and answers. Studies have yet to discuss the effects of moderate CA, nevertheless, this study shows that these people have the tendency to be rigid in dealing with their clients, especially as they reach the middle of their conversation. On the other hand, studies by McCroskey (1976) have shown that the behaviors of people with high CA actually discourage interaction. This explains why the high CA agent uses only two strategies in persuading her client to avail her product. Apart from sustaining their present organizational trainings, other recommendations are considered optional seeing that there were no obstacles seen in the communication pattern of Philippine AXA. Hence, the following are the researcher’s suggestions to the Philippine AXA sales agents for the improvement of their communication network: (1) Sales agents with low CA could avoid straightforward argumentation in a sales situation for it is not always effective, (2) Sales agents with moderate and high CA could undergo more training so anxieties could be reduced; (3) Sales agents with high CA could undergo activities that encourage oral communication and interpersonal styles; and (4) Sales agents with high CA could be more creative in conceptualizing their own persuasion strategies.