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Einsatz des Verkaufsgesprächs im Rahmen der Dialogkommunikation

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Handbuch Instrumente der Kommunikation

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Zusammenfassung

In diesem Beitrag werden Determinanten erfolgreicher Verkaufsgespräche vorgestellt. Diese Determinanten werden in den Kommunikationsstil, in heuristische Reize und Verkaufstaktiken sowie in periphere bzw. nonverbale Reize eingeteilt. Es wird gezeigt, dass die bisherige Forschung keinen generell überlegenen Kommunikationsstil zutage gefördert hat und davon ausgegangen wird, dass es von Vorteil ist, wenn sich der Verkäufer an den Kommunikationsstil des Kunden anpasst. Des Weiteren wird dargestellt, welche Heuristiken Verkäufer einsetzen können und es werden zwei ausgewählte Verkaufstaktiken vorgestellt. Abschließend wird auf die große Bedeutung der nonverbalen Reize im Verkaufsgespräch hingewiesen.

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Author information

Authors and Affiliations

  1. Lehrstuhl für Marketing und Konsumentenverhalten, Universität Hohenheim, Stuttgart, Deutschland

    Verena Hüttl-Maack

  2. Lehrstuhl für Betriebswirtschaftslehre mit dem Schwerpunkt Marketing, Universität Augsburg, Augsburg, Deutschland

    Heribert Gierl

Authors
  1. Verena Hüttl-Maack
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  2. Heribert Gierl
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Correspondence to Verena Hüttl-Maack .

Editor information

Editors and Affiliations

  1. Universität Basel, Basel, Switzerland

    Manfred Bruhn

  2. EBS Business School, Oestrich-Winkel, Hessen, Germany

    Franz-Rudolf Esch

  3. Bergische Universität Wuppertal, Wuppertal, Germany

    Tobias Langner

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Hüttl-Maack, V., Gierl, H. (2016). Einsatz des Verkaufsgesprächs im Rahmen der Dialogkommunikation. In: Bruhn, M., Esch, FR., Langner, T. (eds) Handbuch Instrumente der Kommunikation. Springer Reference Wirtschaft . Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-04655-2_19

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  • DOI: https://doi.org/10.1007/978-3-658-04655-2_19

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  • Print ISBN: 978-3-658-04654-5

  • Online ISBN: 978-3-658-04655-2

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