Sales and Negotiation Skills Improvement at Costa Coffee

This report analyzes the sales and negotiation skills within Costa Coffee, emphasizing the crucial role of customers in business success. It highlights the marketing department's responsibility in meeting customer needs and delivering effective products. The analysis covers key sales techniques su...Read More

FORMATIVE
Assessment Task 2

Table of Contents
MAIN BODY...................................................................................................................................1
REFERENCES................................................................................................................................2

MAIN BODY
In any business organisations, customers are considered to be crucial part of the business
success. In context to Costa Coffee, the marketing department is fully responsible for the wants
and needs and focuses on delivering a effective product in order to satisfy the consumer( Lamest
and Brady, 2019). In context to Costa Coffee, the organisation offers the uniquely crafted coffee
that helps the organisation to achieve success. From my lectures, i got the opportunity to
practice and learn techniques and skills for the purpose to deliver the sales and understand the
fundamentals of negotiation. From my lectures, it helps in evaluating the various sales and
negotiation skills that are applied in the Costa Coffee that involves:
Communication: Communication plays a very important role in organisation and strong
communication skills are considered to be the foundation of establishing relationship with
clients. In context to salespeople, it is important to communicate in a effective way (Nam and
Park, 2019).
Social Selling: In context to salespeople, it is important for the sales person to have the
knowledge regarding the latest social media trends. The sales person should have enough
knowledge regarding the engaging prospects on social media.
Active listening: Active listening plays a very important role and helps in ensuring the seller
clearly understands the saying of buyers. In context to Costa coffee, it is important for the
employees to actively listen to their customers (Friend, Malshe and Fisher, 2020).
Presentation Skills: Presentation skills plays a very important role in the organisation and for a
sales person it is important to have the effective skills in providing presentation content and
sales message delivery in order to engage and informative data to the customers.
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Time management and Planning: In context to Sales people, it is important to have the planning
and time management skills in order to attract buyers and should have a clear sense of specific
steps.
In context to Costa Coffee, the organisation need to follow some methods and ways in order to
improve the sales and negotiation skills in order to strengthen the organisation’s marketing
communication and empower its competitiveness in the cross cultural negotiations (Lee, Shin
and Jeong, 2020). The sustaining customer satisfaction could be very challenging in business and
there are various ways that can help to improve the customer satisfaction and sales at the same
time. With the help of improving sales negotiation skills it helps in making a positive image on
the customer relations. A clear business strategy helps in ensuring that team members are on the
same page. In context to Costa Coffee, it is important for the sales person to understand their
target audience and develop product and innovate ideas keeping in mind the tastes and
preferences of the customer. It will help in creating a brand image in the eyes of the customer
(Poblete and Bengtson, 2020).
For a self negotiator its very important to have the self control and should have the
capability to turn the hesitation of the customer into value addition. The sales negotiator should
focus on active listening in order to encourage customers to talk in a free manner and also it is
important to mirroring gestures and maintain eye contact and focusing on making the customer
comfortable. For a sales negotiator it is important to have the desired patience level. With the
desired level of patience it helps in building up the trust of customer, as trust is one of the major
component of customer satisfaction. In addition to that it is important to have the self control and
calming the customer and remaining composed during the negotiations that helps in winning
valuable customers( Prihandono and Relig, 2019).
REFERENCES
Books and Journals
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Friend, S.B., Malshe, A. and Fisher, G.J., 2020. What drives customer Re-engagement? The
foundational role of the sales-service interplay in episodic value co-creation. Industrial
Marketing Management, 84, pp.271-286.
Lamest, M. and Brady, M., 2019. Data-focused managerial challenges within the hotel
sector. Tourism Review.
Lee, S., Shin, H.H. and Jeong, M., 2020. Are students ready for their future career in the event
and meeting industry? Lessons from a comparative study between students and event and
meeting professionals. Journal of Hospitality & Tourism Education, 32(2), pp.77-87.
Nam, K.A. and Park, S., 2019. Factors influencing job performance: organizational learning
culture, cultural intelligence, and transformational leadership. Performance Improvement
Quarterly, 32(2), pp.137-158.
Poblete, L.A. and Bengtson, A., 2020. “I want you back”: On the strategic roles of boundary
spanners in supplier switching-back processes. Industrial Marketing Management, 91, pp.234-
245.
Prihandono, I. and Relig, F.H., 2019. International Certification as a Mechanism for Protecting
the Human Rights of Indonesian Coffee Farmers. Environmental Policy and Law, 49(1), pp.49-
54.
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