The paper “ The Social Psychology of Consumer Behaviour - Myths about Selling, Persuading Buyers" is a forceful example of an assignment on marketing. These are generally the four myths about selling: salespeople are being replaced by new technologies, a salesperson should never take no for an answer, a good salesperson can sell any product or service to anyone, and salespeople are born, not made. Each of these myths has its underlying assumption, and thus the purpose of the first part of this paper is to provide counterarguments for such assumptions. The first myth explicitly says that salespeople are being replaced by new technologies on the assumption that selling goods or providing products nowadays can be done through different and most of the time-efficient channels.
The internet, for example, is an efficient channel for buying and selling products or services. In many industrialized countries, selling is done in computerized channels, providing the customer with a wide array of options to facilitate transactions smoothly. This myth and its corresponding assumption though lack empirical validation. In social psychology, the assumption is that people always engage in transactions because of the want to reinvigorate social relations.
In this case, the economic relations between the salesperson and the costumer are reinvigorated or more accurately expanded to a form of social relations. People when engaging in economic transactions would always want to get the maximum social benefit from the transaction (Bagozzi et al 71). It is noteworthy that many people want to buy basic products or goods (or procure services) from salespeople in order to smoothly extend that social benefit. Interaction is a form of social benefit.
The salesperson is the channel for the customer to express maximum social satisfaction from the transaction. Thus, in many Third World countries, salespersons are the more preferred mode of selling products because of their ability to create an environment that would enable the customer to achieve maximum satisfaction. It is no wonder that salespersons are always respectful and friendly to customers because such factors increase customer satisfaction before the product is bought. In this case, new technologies lack such an approach. The second myth and its corresponding assumption are that the salesperson never take no for an answer since it would never maximize potential economic gain.
Again, this also lacks empirical validation. In economic theory, the assumption is that in order to boost sales, specific factors like price, consumer tastes and preferences, and situational circumstances must be accounted for (e. g. lowering the price). When applied to sell, the salesperson must never (or in any way) force a customer to buy products or procure service from a firm. Depending on the mood of the person, the chance is that the customer would more likely to decline on successive offers (of products or services) of the same salesperson.
The implication is: the demand for a particular product or service from a firm would tend to decrease. The more the salesperson persuades a customer who does not want or uncertain to buy the product, the more likely the customer declines other products of the customer. It would be economically catastrophic rather than beneficial.