The Role Of Interpersonal Skills In Marketing Communication

ABSTRACT

This report is the result of an academic research made on the role of interpersonal skills in

marketing communication. This study was conducted using MAKINI HERBAL as a case study.

This study has three objectives: to analyze the steps and functions of personal selling; to identifY

the personal traits and personal skills that can help the employee or sales person to be more

effective in relation to customers; to assess the procedures asked to handle on the job that

requires the use of interpersonal skills.

To achieve these objectives, the researcher used a purposive technique to choose a case study

and a convenience method to select respondents, questionnaires to collect primary data, then

qualitative and quantitative techniques to analyze and interpret collected data

There are seven steps that an follows in personal selling the steps from locating and prospecting

for customers; the pre-approach; the approach; the sales presentation; handling objections/sales

resistance; the close; the post sale follow-up.

Self control and orderliness, attitude, creativity, initiative, responsibility and personal ethics are

personal traits and assertiveness, time management and goal settings are personal skills which

are indispensable in the success of a sales person.

Management should provide trainings on adapted new methods;

As salesmen are given responsibility to represent an organization, they must be given power solve the problem of selling prices.