In a business setting, buyers and sellers alike often interact whenever they carry out or intend to conduct a particular interaction as a way of reaching a common ground. It is this interaction that is usually referred to as business dyads. Sellers can range from an individual salesperson to advertisements or a combination of both that would lead to push and pull strategy as a way of reaching out and selling a product or service to the customer. It is this particular interaction that is commonly known as buyer seller dyad.
The intention of most of the marketers is ensuring that they utilize the buyer seller dyads to optimum levels as a way of ensuring that the interaction between them and the customers is efficient and results to purchase the products or services.
Most companies have made sure that their sales personnel undergo a thorough training and understanding of the market research concepts as a way of enhancing interaction between the marketers and the potential customers.
Typically, you will find that many clients interested in purchasing various insurance policies are always ready to do so when dealing with an individual or sales person that they know in person rather than the representative of the company. In this case, most of the insurance companies often tend to mold their own sales agents rather than hiring. The reason behind this is because it makes it possible for the sales agents to build contacts with the time that would be able to make them reach out to a wider market and sell the insurance products relatively better rather than continuously hiring sales agents.
Marketing implications of buyer-seller dyads
It is imperative to ensure that you match the sales agents with their particular area of operation. The reason for this is that it helps in enhancing interaction between the sales agent and the customers have given that they seem, share a lot in common hence making the connection comparatively easy.
It is not advisable to hire a sales agent in one particular demography to sell the company’s products or services to a different demography. It simply shows that there are disparities in some aspects hence making it difficult for the business interaction to be effective between the two parties.
There is also a mindset cultivated from childhood that sales are all about tricking the customer into buying the product. This is a critical element because it affects the interaction between the buyer and the seller in a great way. The approach that the marketer uses to get the attention of the potential client is what determines whether the customer will listen to the agent with a mindset of trickery or listen with the intention of understanding the presentation.
It is therefore important for the buyers not to be overzealous when selling a product to customers because the client may interpret the obsession as a way of tricking them into buying the particular products.
Several stereotypes often compromise the interaction between the sales executives and potential customers. This often happens even the moment before they start pitching up hence making relatively difficult for them to be able to maintain positive interaction. It is thus significant to ensure that the sales personnel undergo a comprehensive and continuous training on matters regarding ways of overcoming resistance.
This will help them in ensuring that such stereotypes do not affect them when presenting a particular product or service to the client. It will also enable them to understand various ways of maintaining a constructive interaction that would generate sales.
The study of buyer-seller dyads is critical. It helps in understanding that selling process is essentially two-way and involves a seller and the consumer. Therefore, there is a need for ensuring that approaches of finding common ground during selling process are identified to make it easy and convenient for such business interactions to take place naturally.
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