Marketing_Coordinator_Specialist

Guideline for persuasive interview: 1. Opening the interview Analyzing the situation The advantage of this situation and the interviewer * The interviewee is a female and the sale representative ( me ) is also female. * The interviewee needs a phone so she’s more likely to be interested in the phone. * The interviewee is full time accountant at a large accounting firm which shows ability to buy the expensive items in the store. The disadvantage of this situation and the interviewer * The interviewee might not be similar with Smartphone and may want to buy a phone that is similar to the old one she has. * The Smartphone is expensive comparing to other types. The interviewee may not want to spend that much money on just a phone. * Smartphone can be complicated example there are programs that might be difficult to learn. Abbey has 4 kids and may feel that it is too much of an effort to learn all applications while she is already busy taking care of the family. The interviewer will start establishing rapport by simply introducing name, position and role etc. to the interviewee. Since the interviewee is a female, the interviewer (me as a female also) may compliment her dress or accessories to build trust and create a small talk ( if the interviewer is a male representative, he may have to be careful on this technique because it could come out as he’s being flirty). This may include asking interviewee’s name, talk about the weather or general experience toward ABC Company for example, What’s your name' How’s it going with the cold weather today' have you ever been to our store before' Are you our current customer' Are you looking for anything in particular' After the small talk, the interviewer will get some ideas about the interviewee. This will allow the interviewer to observe customer’s characteristics, belief, non-verbal code, attitude, and value. Important personal characteristics and attitudes of the interviewee Abbey is a 30 something years old mother of four who also works full time as an accountant at a large accounting firm. The interviewee has four kids which say that she loves children in general. We can play the factor how the Smartphone can help her connect better to the children while keeping up with the busy work environment. Being a full time professional in a large accounting firm tells us that she is educated interviewee. In order to make appropriate approach to an intelligent and educated interviewee, the interviewer must recognize that the interviewee will be more likely less perusable and sees through the good and bad guy approach used in the sales situations. The interviewer may need to develop the argument logically and presents a two sided approach, both advantage and disadvantage of Smartphone. 2. Creating a need or desire Evidence for supporting the need The interviewee may not feel a need in buying a new Smartphone since she may have to pay more money than regular phone, for this reason the interviewer may want to use techniques to get interviewee’s attention and generate interest in seriousness of the situation. The interviewer needs to make the evidence outstanding why Abbey should buy a Smartphone. Base on the information, we know the interviewee’s gender, material status, occupation and employment status. Abbey is a working mother who is very busy and more likely to be persuaded for the technology that could help her life easier. The interviewer can play on this factor to persuade Abbey to buy a new Smartphone by using how Smartphone can help balancing her professional and personal life. 3. Establishing criteria Criteria for Smartphone Present criteria the interviewer has in mind and explain why they are important. Then the interviewer will ask the interviewee to add the criteria they are looking for . The interviewer will let Abbey ask any questions she concerns about Smartphone and discusses with her about how the Smartphone criteria will help her life easier. What criteria are you look for the phone' Do you text or call during the day a lot' Do you have to leave work to take care of family issue sometimes' Are you on business trip sometimes' Do you miss your family when you are away' 4. Presenting solutions After finding out the criteria, the interviewer wants to present to Abbey in detail. Why do I need to spend $$$ instead of buying a cheaper phone'   -          Synchronization: the interviewer will let Abbey know that Smartphone can be synchronized to a desktop computer for updating contact, email, etc. As an accountant, it will be convenience for her to work from home sometimes. That way she can get to take care of her kids as well as get some work done. How does this phone help my life better' -          Email connectivity: The interviewee can send message through her Smartphone to stay in touch with her clients. She may be out of the office for lunch or out to meet with clients. Having a Smartphone will give her ability to manage client’s work on a real time basis while she’s not at her desk. Smartphone allows customers to send/exchange file like what PC does. This will have tremendous effect on her work performance. -          Video Webcam (i-Phone G4): The newest Smartphone offer a video webcam where you can see who you are talking to if they are using the same phone. This can be great for Abbey if she travels to another state and is still able to see her family through chatting with them on the phone. The interviewer will also let her know the current family promotion. If the customer buys 1, she will automatically get another one 10% off next one, including the hottest deal for a family plan ( free call within network, 1,500minutes, free call on weekend, unlimited text, unlimited internet for $140 a month). 5. Closing interview The interviewer will plan the closing 2 ways 1. The customer decides not to buy Smartphone - If Abbey refuses to buy the Smartphone, the interviewer should simply give her business card to keep in touch in case she wants to further discuss about the opportunity of buying different phones. Remember not to push her too hard to annoy her. If she’s not interested, the interviewer should suggest other phone to her that meets with the criteria she is looking for. Thank you for stopping by our store. Here is my business card and I hope I can help you in the near future if you decide to buy a phone. 2. The customer wants the phone but hesitate to buy it - If Abbey gives a hint that she wants to buy the phone, the interviewer should offer her a deal by offering her a free trail of 14 days. If she thinks it is too complicated and the phone does not answer what she's looking for, she can return and gets her money back. The interviewer should also give Abbey business card including the tech support number in case she has questions regarding the phone. I understand you are not familiar with Smartphone and might find it difficult to use it. You can use the phone first for 14 days trail and if you are not satisfied, you can always return it. I will also be happy to help you choose the phone you want. References Interviewing Principles and Practices 2007, Charles Stewart and William ash JR. http://us.blackberry.com/business/industry/professional/TheConnectedAccountant.pdf http://webcache.googleusercontent.com/search'q=cache:DbO-Jbct6XAJ:www.small-biz-marketing-tips.com/buyer-persona.html+characteristics+of+working+mom+buyer&cd=5&hl=en&ct=clnk&gl=us&client=firefox-a Submitted by Wiwa Deepreecha November 30, 2010