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Library's collection Library's IT development CancelThis study deals with persuasion in salesmanship. I attempt to see the use
of persuasion done by the salespeople in a famous multi-level marketing, KK. The
salespeople are divided into higher ranked and lower ranked salespeople. The
distinction is based on the achievement they get. The theory of persuasive strategy
used here is from Bender (1980). Meanwhile, another theory about Steps of
Selling Process supported the first theory above. By using these theories, I use
role-play situation to get the data. There are 20 salespeople as the respondent.
They are given a situation to help them to do the role-play. From the research, I
found that the higher-ranked salespeople use the strategies in the higher
frequencies compared to the lower-ranked salespeople. They also produce more
various strategies. Moreover, the higher-ranked salespeople are more direct
compared to the lower salespeople.