Sarah’s commitment to the idea of using ClearScan’s radio frequency identification (RFID) technology was necessary for Sean to get her to set up a meeting with her company’s supply chain committee. Thus, Sean needed to convince Sarah that the company’s technology was more superior to those provided by competitors or the best alternative choice (Castleberry & Tanner, 2013, 314). Sean used rational persuasion, including the use of data, facts, and logical arguments to persuade Sarah to see his perspective on using the company’s technology. The approach also involves selecting features of the view (such as qualities of the product) that would be useful in convincing the other party in the commercial activity (Hunter, 2018, 16). The tactic to convince Sarah was appropriate since Sean wanted her to be confident about the technology’s positive attributes to get him a meeting with the committee and advance the changes of getting a sale.
Besides convincing Sarah using data, facts, and logical arguments to understand that ClearScan’s radio frequency identification (RFID) technology is the best alternative for her organization, I could use three other methods to gain Sarah’s commitment. First, I could use the benefit summary, in which I summarize the benefits of the product to allow the customer to be persuaded that it is the best solution for her company’s needs. Secondly, I could use probing to understand the company’s needs for technology to ensure that I sell the right product to the customer. Lastly, I could apply trial offers, in which I convince the customer to allow me to demonstrate the product to the committee, intending to persuade them to purchase it.
The negotiation between Sean and Sarah is interesting. The seller tries to persuade the buyer that ClearScan’s radio frequency identification (RFID) technology is what her company requires to optimize its supply chain. The negotiation proves that Sean was prepared for the conversation and had the right answers to Sarah’s questions and concerns. For example, Sarah came into the negotiation table with a set mind, such as the superiority of Alcatel’s RFID scanners. Therefore, Sean had to use the time with Sarah to convince her otherwise and gain a chance to speak with the supply chain committee at Sarah’s company.
Sean was effective in selling benefits and not just the features of the RFID scanners. He came in prepared for the discussion and objections that Sarah would raise to persuade her that his company’s offer was more superior than competitors’. For example, he argued convincingly that quality was a severe concern for ClearScan, meaning that Allied Signal would get value for its money. He further indicated the engineering process’s critical success factor, the finest staff (Castleberry & Tanner, 2013, 314). In the following statement, Sarah begins to get convinced that the technology is superior and potentially beneficial to her company.
Sean appeared to be well prepared for the conversation with Sarah, indicated by how he effectively responded to her objections and tried to gain commitment. For example, he would agree with her point of view, but follow it up with proving how his company’s technology meets the suggested need. He ensured that he used Sarah’s concerns and objections to his benefit, such as the concern about the need for up-to-date technology that could be used in different business environments. In the end, Sean convinced Sarah and secured her commitment, which could easily translate into a sale.
References
Castleberry, S., & Tanner, J. (2013). Selling: building partnerships. McGraw-Hill Higher Education.
Hunter, A. (2018). Towards a framework for computational persuasion with applications in behaviour change. Argument & Computation, 9(1), 15-40.
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