SISI GELAP STRATEGI PENJUALAN PRIBADI
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Abstract
Adanya perbedaan secara spesifik target penjualan pribadi membuat strategi penjualan pribadi dari tim penjualan mengambil langkah yang “tersembunyi” untuk memenuhinya (Sheth, 1973; Macdonald et al., 2016). Penelitian ini menggunakan pendekatan fenomenologi transedental (Moustakas, 1994) dan berfokus pada interaksi penjualan pribadi dalam melakukan penjualan pribadi dan alasan mereka melakukan strategi tersebut karena area ini memiliki belum cukup dibahas dalam literatur. Dalam memeriksa interaksi strategi penjualan pribadi dan fungsi pembelian, sebagai dua bidang minat teoritis. The Orther side of Personal Selling Strategy bahwa ada beberapa dimensi antara lain pentingnya tenaga pemasar memiliki (1) product knowledge : Harga Produk; Spesifikasi Produk; Keunggulan Produk, selain itu juga diharapkan pembawaan tenaga pemasar melakukan (2) Service Product yaitu Good looking; Ideal; Pakaian rapi dan sensual, melakukan (3) Personal Confrontation : Pendekatan terselubung caned approach; Preprouch; Negatif Personal touch, (4) Persuasif Communication Style, Pemilihan Bahasa yang lembut, kata-kata yang menggoda, (5) Dark Cultivation : Bertemu di luar Jam Kerja; Tempat café Remang2; Cek in Hotel, (6) Dark Response : Dark Communication Style; Dark Body Language; Kontak Mata dengan Konsumen
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Eggert, A., Ulaga, W., & Schultz, F. (2006). Value Creation In The Relationship Life Cycle: A Quasi-Longitudinal Analysis. Industrial Marketing Management, 35(1), 20–27.
Geiger, I., Durand, A., Saab, S., Kleinaltenkamp, M., Baxter, R., & Lee, Y. (2012). The Bonding Effects Of Relationship Value And Switching Costs In Industrial Buyer–Seller Relationships: An Investigation Into Role Differences. Industrial Marketing Management, 41(1), 82–93.
Gildersleeve, K., Haselton, M. G., & Fales, M. R. (2014). Meta-Analyses And P-Curves Support Robust Cycle Shifts In Women’s Mate Preferences: Reply To Wood And Carden (2014) And Harris, Pashler, And Mickes (2014).
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Hibbert, S. A., Hogg, G., & Quinn, T. (2002). Consumer Response To Social Entrepreneurship: The Case Of The Big Issue In Scotland. International Journal Of Nonprofit And Voluntary Sector Marketing, 7(3), 288–301.
Holbrook, M. B. (1986). Aims, Concepts, And Methods For The Representation Of Individual Differences In Esthetic Responses To Design Features. Journal Of Consumer Research, 13(3), 337–347.
Holt, D. B. (2002). Why Do Brands Cause Trouble? A Dialectical Theory Of Consumer Culture And Branding. Journal Of Consumer Research, 29(1), 70–90.
Hung, K.-P., & Lin, C.-K. (2013). More Communication Is Not Always Better? The Interplay Between Effective Communication And Interpersonal Conflict In Influencing Satisfaction. Industrial Marketing Management, 42(8), 1223–1232.
Hunt, S. D., & Morgan, R. M. (1995). The Comparative Advantage Theory Of Competition. Journal Of Marketing, 59(2), 1–15.
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Kotler, P., & Armstrong, G. (2008). Prinsip-Prinsip Pemasaran. Edisi.
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Macdonald, E. K., Kleinaltenkamp, M., & Wilson, H. N. (2016). How Business Customers Judge Solutions: Solution Quality And Value In Use. Journal Of Marketing, 80(3), 96–120.
Moon, M. A., & Armstrong, G. M. (1994). Selling Teams: A Conceptual Framework And Research Agenda. Journal Of Personal Selling & Sales Management, 14(1), 17–30.
Moustakas, C. (1994). Phenomenological Research Methods. Sage Publications.
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Paesbrugghe, B., Rangarajan, D., Sharma, A., Syam, N., & Jha, S. (2017). Purchasing-Driven Sales: Matching Sales Strategies To The Evolution Of The Purchasing Function. Industrial Marketing Management, 62, 171–184.
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Plank, R. E., & Ferrin, B. G. (2002). How Manufacturers Value Purchase Offerings: An Exploratory Study. Industrial Marketing Management, 31(5), 457–465.
Rangkuti, F. (2009). Mengukur Efektivitas Program Promosi & Analisis Kasus Menggunakan SPSS. PT Gramedia Pustaka Utama.
Reck, R. F., & Long, B. G. (1988). Purchasing: A Competitive Weapon. Journal Of Purchasing And Materials Management, 24(3), 2–8.
Rossetti, C., & Choi, T. Y. (2005). On The Dark Side Of Strategic Sourcing: Experiences From The Aerospace Industry. Academy Of Management Perspectives, 19(1), 46–60.
Sheth, J. N. (1973). A Model Of Industrial Buyer Behavior. Journal Of Marketing, 37(4), 50–56.
Sheth, J. N., Sharma, A., & Iyer, G. R. (2009). Why Integrating Purchasing With Marketing Is Both Inevitable And Beneficial. Industrial Marketing Management, 38(8), 865–871.
Spekman, R. E., & Johnston, W. J. (1986). Relationship Management: Managing The Selling And The Buying Interface. Journal Of Business Research, 14(6), 519–531.
Sprott, D. E., & Shimp, T. A. (2004). Using Product Sampling To Augment The Perceived Quality Of Store Brands. Journal Of Retailing, 80(4), 305–315.
Swastha, B. (1999). Saluran Pemasaran. Cetakan Keenam. Yogyakarta: BPEF.
Tassabehji, R., & Moorhouse, A. (2008). The Changing Role Of Procurement: Developing Professional Effectiveness. Journal Of Purchasing And Supply Management, 14(1), 55–68.
Tellefsen, T. (2002). Commitment In Business-To-Business Relationships: The Role Of Organizational And Personal Needs. Industrial Marketing Management, 31(8), 645–652.
Töllner, A., Blut, M., & Holzmüller, H. H. (2011). Customer Solutions In The Capital Goods Industry: Examining The Impact Of The Buying Center. Industrial Marketing Management, 40(5), 712–722.
Töytäri, P., Rajala, R., & Alejandro, T. B. (2015). Organizational And Institutional Barriers To Value-Based Pricing In Industrial Relationships. Industrial Marketing Management, 47, 53–64.
Villena, V. H., Revilla, E., & Choi, T. Y. (2011). The Dark Side Of Buyer–Supplier Relationships: A Social Capital Perspective. Journal Of Operations Management, 29(6), 561–576.
Williams, B. C., & Plouffe, C. R. (2007). Assessing The Evolution Of Sales Knowledge: A 20-Year Content Analysis. Industrial Marketing Management, 36(4), 408–419.
Williams, E., & Tagami, T. (2002). Energy Use In Sales And Distribution Via E‐Commerce And Conventional Retail: A Case Study Of The Japanese Book Sector. Journal Of Industrial Ecology, 6(2), 99–114.
Wood, J. A., Johnson, J., Boles, J. S., & Barksdale, H. (2014). Investigating Sales Approaches And Gender In Customer Relationships. Journal Of Business & Industrial Marketing.
Alma, B. (2004). Manajemen Pemasaran Jasa. Edisi Revisi. Alfabeta, Bandung.
Anderson, E., & Jap, S. D. (2005). The Dark Side Of Close Relationships. MIT Sloan Management Review, 46(3), 75.
Barney, J. (1991). Firm Resources And Sustained Competitive Advantage. Journal Of Management, 17(1), 99–120.
Barney, J. B. (2001). Is The Resource-Based “View” A Useful Perspective For Strategic Management Research? Yes. Academy Of Management Review, 26(1), 41–56.
Bunn, M. D. (1993). Taxonomy Of Buying Decision Approaches. Journal Of Marketing, 57(1), 38–56.
Clay, M. R., Tabor, M., Owen, J. H., Carey, T. E., Bradford, C. R., Wolf, G. T., Wicha, M. S., & Prince, M. E. (2010). Single‐Marker Identification Of Head And Neck Squamous Cell Carcinoma Cancer Stem Cells With Aldehyde Dehydrogenase. Head & Neck, 32(9), 1195–1201.
Creusen, M. E. H. (2010). The Importance Of Product Aspects In Choice: The Influence Of Demographic Characteristics. Journal Of Consumer Marketing.
Dickson, P. R. (1992). Toward A General Theory Of Competitive Rationality. Journal Of Marketing, 56(1), 69–83.
Eggert, A., Ulaga, W., & Schultz, F. (2006). Value Creation In The Relationship Life Cycle: A Quasi-Longitudinal Analysis. Industrial Marketing Management, 35(1), 20–27.
Geiger, I., Durand, A., Saab, S., Kleinaltenkamp, M., Baxter, R., & Lee, Y. (2012). The Bonding Effects Of Relationship Value And Switching Costs In Industrial Buyer–Seller Relationships: An Investigation Into Role Differences. Industrial Marketing Management, 41(1), 82–93.
Gildersleeve, K., Haselton, M. G., & Fales, M. R. (2014). Meta-Analyses And P-Curves Support Robust Cycle Shifts In Women’s Mate Preferences: Reply To Wood And Carden (2014) And Harris, Pashler, And Mickes (2014).
Guenzi, P., De Luca, L. M., & Spiro, R. (2016). The Combined Effect Of Customer Perceptions About A Salesperson’s Adaptive Selling And Selling Orientation On Customer Trust In The Salesperson: A Contingency Perspective. Journal Of Business & Industrial Marketing.
Hansen, L. P., & Sargent, T. J. (2011). Robustness. In Robustness. Princeton University Press.
Hibbert, S. A., Hogg, G., & Quinn, T. (2002). Consumer Response To Social Entrepreneurship: The Case Of The Big Issue In Scotland. International Journal Of Nonprofit And Voluntary Sector Marketing, 7(3), 288–301.
Holbrook, M. B. (1986). Aims, Concepts, And Methods For The Representation Of Individual Differences In Esthetic Responses To Design Features. Journal Of Consumer Research, 13(3), 337–347.
Holt, D. B. (2002). Why Do Brands Cause Trouble? A Dialectical Theory Of Consumer Culture And Branding. Journal Of Consumer Research, 29(1), 70–90.
Hung, K.-P., & Lin, C.-K. (2013). More Communication Is Not Always Better? The Interplay Between Effective Communication And Interpersonal Conflict In Influencing Satisfaction. Industrial Marketing Management, 42(8), 1223–1232.
Hunt, S. D., & Morgan, R. M. (1995). The Comparative Advantage Theory Of Competition. Journal Of Marketing, 59(2), 1–15.
Kotler, P., & Amstrong, G. (2006). Principles Of Marketing. Volume V. Pearson Prentice Hall. New Yersey.
Kotler, P., & Armstrong, G. (2008). Prinsip-Prinsip Pemasaran. Edisi.
Kotler, P., & Armstrong, G. (2010). Principles Of Marketing. Pearson Education.
Macdonald, E. K., Kleinaltenkamp, M., & Wilson, H. N. (2016). How Business Customers Judge Solutions: Solution Quality And Value In Use. Journal Of Marketing, 80(3), 96–120.
Moon, M. A., & Armstrong, G. M. (1994). Selling Teams: A Conceptual Framework And Research Agenda. Journal Of Personal Selling & Sales Management, 14(1), 17–30.
Moustakas, C. (1994). Phenomenological Research Methods. Sage Publications.
Myers, A., & Hansen, C. H. (2011). Experimental Psychology. Cengage Learning.
Paesbrugghe, B., Rangarajan, D., Sharma, A., Syam, N., & Jha, S. (2017). Purchasing-Driven Sales: Matching Sales Strategies To The Evolution Of The Purchasing Function. Industrial Marketing Management, 62, 171–184.
Philip–Amstrong, K. (2003). Manajemen Pemasaran,--. Salemba Empat, Jakarta.
Plank, R. E., & Ferrin, B. G. (2002). How Manufacturers Value Purchase Offerings: An Exploratory Study. Industrial Marketing Management, 31(5), 457–465.
Rangkuti, F. (2009). Mengukur Efektivitas Program Promosi & Analisis Kasus Menggunakan SPSS. PT Gramedia Pustaka Utama.
Reck, R. F., & Long, B. G. (1988). Purchasing: A Competitive Weapon. Journal Of Purchasing And Materials Management, 24(3), 2–8.
Rossetti, C., & Choi, T. Y. (2005). On The Dark Side Of Strategic Sourcing: Experiences From The Aerospace Industry. Academy Of Management Perspectives, 19(1), 46–60.
Sheth, J. N. (1973). A Model Of Industrial Buyer Behavior. Journal Of Marketing, 37(4), 50–56.
Sheth, J. N., Sharma, A., & Iyer, G. R. (2009). Why Integrating Purchasing With Marketing Is Both Inevitable And Beneficial. Industrial Marketing Management, 38(8), 865–871.
Spekman, R. E., & Johnston, W. J. (1986). Relationship Management: Managing The Selling And The Buying Interface. Journal Of Business Research, 14(6), 519–531.
Sprott, D. E., & Shimp, T. A. (2004). Using Product Sampling To Augment The Perceived Quality Of Store Brands. Journal Of Retailing, 80(4), 305–315.
Swastha, B. (1999). Saluran Pemasaran. Cetakan Keenam. Yogyakarta: BPEF.
Tassabehji, R., & Moorhouse, A. (2008). The Changing Role Of Procurement: Developing Professional Effectiveness. Journal Of Purchasing And Supply Management, 14(1), 55–68.
Tellefsen, T. (2002). Commitment In Business-To-Business Relationships: The Role Of Organizational And Personal Needs. Industrial Marketing Management, 31(8), 645–652.
Töllner, A., Blut, M., & Holzmüller, H. H. (2011). Customer Solutions In The Capital Goods Industry: Examining The Impact Of The Buying Center. Industrial Marketing Management, 40(5), 712–722.
Töytäri, P., Rajala, R., & Alejandro, T. B. (2015). Organizational And Institutional Barriers To Value-Based Pricing In Industrial Relationships. Industrial Marketing Management, 47, 53–64.
Villena, V. H., Revilla, E., & Choi, T. Y. (2011). The Dark Side Of Buyer–Supplier Relationships: A Social Capital Perspective. Journal Of Operations Management, 29(6), 561–576.
Williams, B. C., & Plouffe, C. R. (2007). Assessing The Evolution Of Sales Knowledge: A 20-Year Content Analysis. Industrial Marketing Management, 36(4), 408–419.
Williams, E., & Tagami, T. (2002). Energy Use In Sales And Distribution Via E‐Commerce And Conventional Retail: A Case Study Of The Japanese Book Sector. Journal Of Industrial Ecology, 6(2), 99–114.
Wood, J. A., Johnson, J., Boles, J. S., & Barksdale, H. (2014). Investigating Sales Approaches And Gender In Customer Relationships. Journal Of Business & Industrial Marketing.
Published
2022-09-30
How to Cite
Rofiah, C. (2022). SISI GELAP STRATEGI PENJUALAN PRIBADI. Develop, 6(2), 1-16. https://doi.org/10.25139/dev.v6i1.5024
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