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De invloed van nabootsing tijdens een verkoopgesprek Onderzoek naar de invloed van het gebruik van non-verbale en verbale nabootsing door de verkoper op liking en vertrouwen van de klant in de verkoper tijdens een verkoopgesprek.

Fick, Debby (2011) De invloed van nabootsing tijdens een verkoopgesprek Onderzoek naar de invloed van het gebruik van non-verbale en verbale nabootsing door de verkoper op liking en vertrouwen van de klant in de verkoper tijdens een verkoopgesprek.

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Abstract:Individuals automatically mimic aspects from interaction partners. Mimicry exists out of verbal and non-verbal components. It has a positive effect at interactions between people. When you conscious apply mimicry at a sales conversation, the customer will feel more liking towards the sales person. Liking exists of three elements: 1. like someone, 2. build a connection with someone and 3. empathy. Liking is one of the elements of thrust. When you apply mimicry in a sales conversation it will be logical that the trust of a customer into a salesperson will increase. In a business-to-business situation these effects of mimicry can be very important. In advance, there is conducted a pre-test to see if the sales persons who participated in the study automatically use mimicry in a sales conversation. A total of eleven vendors participated in the study. There has been conducted 122 sales conversations with customers in a business-tobusiness environment. After the sales conversation with the customer the salesperson left a questionnaire with theses behind. This questionnaire covered the elements ‘like someone’, ‘build a connection with someone’, ‘empathy’ and ‘thrust’. There was conducted a baseline measurement, the sales person didn’t use mimicry in these sales conversations. Afterwards the eleven sales persons were divided into two group. In one group they only used non-verbal mimicry, in the other group they used a combination of non-verbal and verbal mimicry. The survey shows that the use of mimicry during a sales conversation will increase liking of the customer towards the sales person. All three elements of liking showed a positive effect. However, there is no difference between the use of non-verbal mimicry and the use of a combination of non-verbal and verbal mimicry during a sales conversation. That the effect of verbal mimicry emerges may be caused by the fact that verbal mimicry only affects at the long term and it is much harder to apply then non-verbal mimicry. By applying mimicry in a sales conversation the thrust of the buyer into the sales person increases. The increase of the trust will be realized because of liking. By simply use mimicry in a sales conversation, the future relationship between the customer and the salesperson can be positively affected.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/60901
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