Strategi Salesman CV Tulus Jaya Sejahtera dalam Menyakinkan Konsumen pada Penjualan Sabun Medicare

Abstract

This study aims to examine the strategies employed by salespeople from CV Tulus Jaya Sejahtera to persuade consumers when selling Medicare soap products. The research adopts a qualitative approach using a descriptive method. Data were collected through semi-structured interviews, observations, and the examination of various documents. The research informants were salespeople directly involved in the sales process. Data validity was verified using triangulation, which involved comparing findings from interviews, observations, and documentation. The study reveals that salespeople utilize several persuasive communication techniques: greeting consumers and introducing themselves, providing information about the product's benefits and available scents, offering a promotion for the purchase of four bars of soap, and clarifying details regarding pricing and expiration dates to avoid consumer confusion. Furthermore, salespeople strengthen consumer trust by pointing out the expiration date on the packaging and allowing consumers to smell the soap directly. They also adapt their communication style based on the responses and objections raised by potential buyers. This research demonstrates that in direct selling, persuasive communication relies not only on the ability to offer products but also on the salesperson's capacity to provide clear information, address customer doubts, and build consumer trust.