EIJMRMS ISSN: 2750-8587
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54
PERSUASIVE COMMUNICATION SKILLS IN MARKETING
Xonazimxon A’zamova Xusanboy qizi
Target International school, Uzbekistan
AB O U T ART I CL E
Key words:
Marketing, Advertising,
Communication skills, Persuade, Entrepreneur,
Clients, Influence, Company, Marketplace.
Received:
09.10.2024
Accepted
: 14.10.2024
Published
: 19.10.2024
Abstract:
Being communicative is one of the most
crucial skills for persuading customers to
purchase the company or branded products which
marketers should have. Because this helps to
prevent the possible misunderstandings between
salesperson
and
clients.
Accordingly,
if
entrepreneurs have a strong knowledge and high
degree in their field and do not possess excellent
communication skills, it means that their all effort
which they are putting to their businesses can be
vainly.
INTRODUCTION
This article tells the reader about how to communicate for market and significance of communication
skill in Marketing. Persuasive Communication skill in Marketing which play a big role as well as knowing
the market. There are some tips exist, actually for using better communication skills in marketing.
Including, active listening, eye contact, communicating clearly, keeping communication short, div
language and staying positively curious about conversation. If business owners have communication
skills, this is so useful for building rapport and trust. Who is professional in sales, knows that is
significant to build a trust between the clients. In the same way, the entrepreneur should know the
customers, such as their demands, needs and initial curiosity as well as they want to do a market.
Mostly, people tend to purchase the product of someone who is trustworthy, honor and friendly. At the
end of a day they do not want to be overestimated. Choosing the right persuasion technique is one
significant factor for marketers. Always, global and popular companies choose the most skillful staffs
and who have oratory abilities for marketer profession. “Focusing on employee growth could be the
VOLUME04 ISSUE10
https://doi.org/10.55640/eijmrms-04-10-09
Pages: 54-58
EUROPEAN INTERNATIONAL JOURNAL OF MULTIDISCIPLINARY RESEARCH
AND MANAGEMENT STUDIES
ISSN: 2750-8587
VOLUME04 ISSUE10
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best way to improve the customers” said by Milton Campbell October 13, 2024. This is related to the
high prospe
cts of a company for achieving success in marketing of their brand’s.
There are some tips for marketing persuasion, it depends on the context, target and people’s attitude.
For getting the audience’s trust social proof and consistency of the product or ser
vice more attract
people. Likewise, communication skills of the marketers tell how the company interact with customers.
Communication is the best tool to understand the customer and also for customer it is practical
choosing the most flexible products for themselves. For instance, if the topic is clothed every person
wants a compliment and well spoken words of their outfit and sometimes it really depends on the
attitude, recommendation, smile and conversation of the counselor of a brand or company.
Persuasive communication skills could be an example for competing between companies and
marketplaces. The improved communication skills can help the company to achieve a success in sales
and marketing. Here is some example of communicating successfully:
1.Storytelling
. Storytelling is also one key for achieving good communication between clients. Due to,
it boosts confidence of customers to the marketer and makes the salesperson’s sentences relatable and
memorable.
2.Active Listening
. Actually, persuasion is more dialogue than a monologue. Because, while the
salesperson is speaking to the client they have to listen to the customers as well as they do, to take
feedbacks and comments. This helps to show the respect and value that entrepreneur put into audience.
3.Communicating clearly
. In the duration of a conversation, speaking accurately with intonation and
telling the words with a clear tone attract people. Customers just cannot cut the speaker’s conversation
and find themselves in a situation as the information is significant for them. It gives more opportunity
for advertising and selling the product.
4. Appeal to logic
. If marketers depended less on emotions and more on logic in their business, the best
advice is to use that as one of their persuasion marketing tec
hniques. It’s hard to argue with logic, and
if customers can’t argue with offers, they will find it hard to refuse.
There are two main reasons of salesperson who should learn communication skills, one is for being
believed and second is for to be understood clearly by customers.
EUROPEAN INTERNATIONAL JOURNAL OF MULTIDISCIPLINARY RESEARCH
AND MANAGEMENT STUDIES
ISSN: 2750-8587
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The way the salesperson communicate with others shapes and brings the meaning of their brand and
how they perceived in marketing. These messages should include professionalism, expertise and
authenticity. This can be evolved by being unique, relevant and engaging. The action should be taken is
telling stories to the target audience which can persuade and influence them emotionally. The main
cause for that is, most people just take actions according to their feelings. However, these actions may
cause on people thinking that the company is pushing them. For avoiding such negatives, the brand
should be possessed transparent, honest and empathy to demonstrate their commitment to their
customers and they can minimize the damage could be to their brands. In a stage of the world Marketing
competition and opponents are increasing day by day and it is causing some serious issues for
salespersons.
The Two Challenges today marketers face:
1. Digital noise
: The digital landscape is crowded by advertise boomers through messaging and playing
video on each website.
2. Fragment Audiences
: That means consumers are increasingly fragmented across various channels
and devices, which makes it challenging for marketers to deliver their cohesive and consistent message
across all channels.
RESULTS AND DISCUSSION
The diagram below represents certain information according to the percentage of sales when marketers
have strong communication skills.
EUROPEAN INTERNATIONAL JOURNAL OF MULTIDISCIPLINARY RESEARCH
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Figure 1
This figure shows that the difference in Marketing according to two category which is, marketers with
progressed communication skills and marketers with lower communication skills. I did research to
determine how it can effect on Marketing. For this experiment I choose public. Firstly, I took 15 bright
colored pen and went to the central park which is crowded by many people. I stopped any person
passing the way or just sitting. I did it only 15 times as I have the same amount of pen. Then I started a
conversation and tried to sell the product through using communication skills. Including, eye contact,
active listening, storytelling and I connected the stories to people’s daily life to persuade them. It
seemed like a generative staff for me. I successfully sold 10 pens which is 70% of 15. That means it was
practical that using Communication skills to sell the service or product. Unfortunately, 30% of the
people just rejected the product even I gave several reasons to buy this pen. Conversation rates tell
companies how they are efficient on their customers and how many purchases they make after the
advertising of company.
CONCLUSION
My goal from writing this research paper was determining how communication skills effect on
Marketing and describe how to improve them in detail. During the experiment it became clear that
Communication skill is not just a skill. Yes, it is a key for achieving a success in any field and the best
way of solving all problems. According to the experience, it is challenging that having a conversation
with people accurately and impressing them. Especially, in Marketing customers will be looking for
70%
30%
The pie chart shows statistical data regarding
effects of Communication Skills in Marketing
Marketers who possess professional communication
skills
Marketers with low communication skills
EUROPEAN INTERNATIONAL JOURNAL OF MULTIDISCIPLINARY RESEARCH
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quality service and product, just delivering the ideas is significant to persuade them. This ability can be
learned and practiced with strong effort!
REFERENCES
1.
Advisory cloud.com Improve your communication skills as a chief marketing officer. 05.17.2024.
2.
Coursera 2022.
3.
Diana Kawarsky Blog “Communication skills” 01.22.2024.
4.
Educatum Journal of Social Sciences Tand Marippan, Tian Logendaren 1.5.2023.
5.
M.Kaptein 2015, Dillard Strees, Fogg 2009.
6.
Marie Odile Taillard “The case of marketing”.
7.
Milton Compbell, Growth tactics “How to build trust in the workplace “12 Actionable tips October
13, 2024.
8.
Jumayeva, M., Naimov, D., & Shaymardanova, M. (2023). Methods Of Improving Speaking Skills Of
Students In English Language Classes. Science and innovation, 2(B12), 368-371.
9.
Stealth Seminar Anticipation as a Persuasive Marketing technique, Geoff Ronning January 12, 2024.
