EXCHANGE STRUCTURE OF SALES EXECUTIVE AUTOMOBILE TALKS.
ACKNOWLEDGEMENT
This thesis is dedicated to my beloved parents for such their cares, supports and
also for my beloved sisters Mia, Jabes, Trisna for their cares, supports and also for my
beloved Anggun that also gives me supports all of them has drive me to finish this
thesis.
Secondly, I would love to send many thanks for the advisor team; Prof. Amrin
Saragih, M.A., Ph. D, and Dr. Siti Aisyah Ginting, M. Pd. Then I would love to thank
for the suggestion by the board examiners; Prof. Dr. Sumarsih, M. Pd, Prof. Dr. Sri
Minda Murni, M.S., Prof. Dr. T. Silvana Sinar, M.A., Ph. D, and Dr. Rahmad Husein,
M. Ed.
And the last I would love to thank for Dodi Herwindo (Branch Manager of PT.
Astra International, Tbk AUTO 2000 Medan Krakatau), Efrizal Aritonang (Sales
Coordiantor PT. Trans Sumatera Agung), Masli (Sales Supervisor PT. Sumatera
Berlian Motors), Irwan Wiseful Berutu (Public Speaker and Director of Accelerated
Education Center) and Ervida Lin (Business Unit Manager of PT. Solusi Educational
Technology) for the chance that allow me to study in Post Graduate Program
Universitas Negeri Medan.
Medan, September 2016
Raffles Marianto Sinaga
NIM. 8136111049
ABSTRACT
RAFFLES MARIANTO SINAGA. Exchange Structure of Sales Executive
Automobile Talks. Thesis. Medan: Postgraduate School of State University of
Medan, Oktober 2016.
The purpose of the study is to find the pattern of Exchange Structure of Sales
Executive Automobile talks, how the patterns ralized, and the cause of the patterns
realized. Therefore the writer do a study in a Dealer which distributed Toyota
Automobile. To colect the data, the writer record the Exchange Strcture and
transcribed. To analyze the data, the writer sellected the data that reperesents the
Exchange Structure of Automobile talks and then analyzing and conclude the patterns
of Exchange Structure of Sales Executive Automobile talks, how the patterns realized
and the caused of the patterns realized. What is found is the pattern started with a
warming and friendly greeting, and then ice breaking that is following by making a
two way communication even an emotional contact between Sales Executive and
Customer. Then try to get more information about the purpose of buying the
Automobile or the frequency of the Automobile usage if the Sales Executive found
buying signal from the Customer. Then ensure with a brief, factual and convincing the
Customer to decide ordering an Automobile. The patterns is realized in the process of
a Sales Executive trying to a selling. And it is realized because by the patterns of the
Exchange Structure the Sales Executive is succeed in selling Automobile.
ABSTRAK
RAFFLES MARIANTO SINAGA. Exchange Structure of Sales Executive
Automobile Talks. Tesis. Medan: Program Pascasarjana Universitas Negeri Medan,
Oktober 2016.
Permasalahan dalam penelitian ini adalah banyak Tenaga Penjual yang tidak dibekali
pelatihan untuk melakukan penjualan sedangkan perusahaan menginginkan
produktivitas dari Tenaga Penjual. Sehingga hal ini mendorong penulis untuk
melakukan penelitian guna mengungkap pola percakapan yang dilakukan oleh Tenaga
Penjual sehingga berhasil di dalam menjual mobil. Untuk itu maka penulis melakukan
penelitian di sebuah Dealer Mobil Toyota yang ada dikota Medan untuk menganalisa
dan menyimpulkan pola percakapan Tenaga Penjual sehingga berhasil di dalam
menjual mobil. Kualitas berhasilnya Tenaga Penjual tampak dalam adanya transaksi
untuk melakukan pemesanan dan pembayaran pertama di dalam percakapan antara
Tenaga Penjual dan Pembeli. Adapun temuan penulis adalah bahwasanya pola
percakapan yang dimaksudkan adalah adanya pembukaan yang hangat kemudian
ditingkatkan dengan kemampuan berkomunikasi yang baik sehingga menjembatani
jurang perbatasan sehingga terjalin komunikasi dua arah bahkan kontak emosional
antara Tenaga Penjual dan Pembeli. Jika Tenaga Penjual menemukan adanya tandatanda bahwa Pembeli tertarik untuk membeli mobil, maka arah komunikasi kemudian
dilanjutkan dengan penggalian informasi terkait motif ataupun mobilitas penggunaan
mobil yang akan dibeli. Dalam hal ini Tenaga Penjual harus memahami dan dapat
mengarahkan Pembeli kepada tipe mobil yang sesuai dengan kebutuhan Pembeli, dan
ditambah dengan penjelasan yang logis dan sesuai fakta serta mampu meyakinkan
Pembeli untuk mengambil keputusan untuk memesan mobil maka terjadilah transaksi.
Dan dalam hal ini Tenaga Penjual telah berhasil menjual mobil
CONTENTS
ACKNOWLEDGEMENT ....................................................................................... i
ABSTRACT
....................................................................................................... ii
CONTENTS .............................................................................................................. iii
CHAPTER I INTRODUCTION
1.1. The Background of the Study ........................................................ 1
1.2. The Scopes of the Study ................................................................ 6
1.3. The Problems of the Study ............................................................ 6
1.4. The Purposes of the Study.............................................................. 6
1.5. Thes Significances of the Study .................................................... 7
1.6. Basic Terms of Automobile .......................................................... 7
CHAPTER II REVIEW OF LITERATURE
2.1. Negotiation .................................................................................... 12
2.1.1. How to Negotiate Effectively .................................................... 12
2.2. Exchange Structure ...................................................................... 15
2.2.1. Moves ........................................................................................ 22
2.2.2. Speech Function ......................................................................... 27
2.2.3. Mood .......................................................................................... 31
2.2.4. Metaphor .................................................................................... 34
2.3. Relevant Studies ........................................................................... 35
2.4. Conceptual Frame ......................................................................... 36
CHAPTER III RESEARCH METHOD
3.1. Research Design ............................................................................ 37
3.2. Data and Source of Data ............................................................... 37
3.3. The Instruments for Collecting Data ............................................. 38
3.4. Technique of Collecting Data ....................................................... 38
3.5. Data Analysis ............................................................................... 39
iii
3.6. The Trustworthiness of the Study................................................... 41
CHAPTER IV DATA ANALYSIS, FINDINGS AND DISCUSSION
4.1. Data Analysis ................................................................................ 43
4.2. Patterns of Exchange ..................................................................... 44
4.3. Realizations of the Pattern ............................................................ 50
4.4. Reasons for the Realization .......................................................... 53
4.5. Research Findings ......................................................................... 56
4.6. Discussion ..................................................................................... 58
CHAPTER V CONCLUSIONS AND SUGGESTIONS
5.1. Conclusions .................................................................................. 59
5.2. Suggestions ................................................................................... 60
REFFERENCES ....................................................................................................... 61
APPENDIX ................................................................................................................ 57
iv
List of Table
Table 2.1 Basic Speech Function ………………………………………………….. 28
Table 2.2 Alternative Grammatical Realization of Commands …………………… 29
Table 2.3 Basic Speech Function Exemplified …………………………………….. 30
Table 2.4 Semantic Interpretation of Central Mood Systems ……………………… 32
iii
CHAPTER I
INTRODUCTION
1.1.The Background of The Study
Sales Executive is very important because Sales Executive or Salesman is
like the sharp point of javelin for each company. Sales Executive can improve the
company’s profit especially in automobile the company of Automobile.
The succeed of a company is getting better if those Sales Executives has
the skill in selling the product. As car is not a cheap thing that can be bought by
every single layer of society.
One who order automobile is the group of society which are able to earn a
high wages or high payment, this group of people is called middle and up class.
Therefore a Sales Executive should be able to offering the product to the
Customer or potential buyer. But in fact those Sales Executive are not prepared
with those skills by the company which hire them before those Sales Executive
doing his job.
As what Wibowo and Kusrianto (2011) say, there is lots of Sales
Executive that is placed without given any knowledge about how to sell and to
deal with people meanwhile in other side the company hope that the Sales
Executive will learn it by doing Sales Activity when meet people or potential
buyer.
One of the primer skills that a Sales Executive should have is
understanding the Exchange Structure and how to place the Exchange Structure in
1
the conversation when offering the products so the customer or potential buyer is
interested and willing to order an Automobile.
But, practically, those Sales Executive often fails in introducing or
promoting the products that are going to be sold. More often in a purpose to sell
Automobile, those Sales Executive is rejected in the very beginning of the
presence of the Sales Executive or in other words the Customer is not interested.
For example:
Move
Exchange Structure
da1
Sales
: ko, dari Suzuki (handing the brochure)
a
Customer
: bo tiaw, (with uninterested attitude, appearing in ignoring the
presence of the Sales Executive by continuing doing his
activity)
From the Conversation above, it can be seen that the Sales Executive is
rejected possibly because of many things, for example the customer is just opened
his shop as usual habit early in the morning, or it could be the Customer is very
busy and does not want to be disturbed. Or perhaps the Sales’ Gesture is impolite
without using any greeting or any polite words that most of people would love to.
One thing needed to be concerned besides Exchange Structure is the
situation of the Customer’s field. Customer used to welcome the Sales in a quiet
time (when there is no any Sales Activities that is done by the Customer, for
instance the Customer is a merchant or the man who run a shop that sells some
goods).
Actually, if the Sales Executive doing some steps such understanding the
Customer’s situation he might not be rejected. Besides the Sales Executive should
probably dressed nicely and looking good to ensure the Customer that the
2
SalesExecutive is a profesional one which can be seen in dressing which could
emphasizing a polite gesture and make the Sales Executive seems elegant and
trustworthy.
Most of the people are love to be positioned as a buyer. Just few is love or
willing to be placed as a Salesman or in this case Sales Exexcutive. This is
happening because some who is trying to sell a good, found it tough or stuck
while in other side some who is fond to do sales and knowing some basic
knowledge or theories of selling feels like have fun in doing sales activity.
The phenomena that has been described is the primary step that should be
done by a Sales to start a Conversation. The next step then is offering the products
to the Customer. This step is the decison step moment for Sales Executive to have
the Customer attention and even impression and then to order an Automobile.
Those Exchange Structure is doing effortly such in that manner. The Sales
Executive could start it with first impression such greeting, and then warm up,
with a polite gesture telling the purpose of the Sales Executive coming and then
another impression in introducing the product and the benefits of the product that
can affect the Customer to order the products.
The writer chooses this topic because he used to be a Sales Executive for
some Automobile brand while he is studying his Post Graduated Program at The
State University of Medan.
The writer wants to know about the pattern of Exchange Structure that a
Sales Executive Automobile needs to concern in doing Sales Activity. Then the
writer wants to classify the Exchange Structure based on the theory of negotiation
of J.R. Martin as the study of English Applied Linguistic.
3
While doing his job as a Sales Executive, he experienced lot of
phenomena in selling the Automobile. Also, some hints and suggestion from the
Senior of Sales Executive.
Some of the useful suggestion is dressing formally, being kind and be
polite. Beside there is another factor that is needed. It is the “lucky factor”. Which
means that it is an opportunity occasion because we offer the good to someone in
a right time where he needs the good. As what the writer experienced when he
sold a Suzuki Ertiga to a spouse in Deli Tua, Deli Serdang in a very first time
meeting and presentation; that the exchange structure is as the following
conversation:
Moves
Exchange Structure
(knocking at the door that is already open)
da1
Writer
: Permisi Amang, Inang.Saya dari Suzuki, mau nawarkan ini
(handing the brochure of Suzuki Ertiga + the monthly payment
package)
Lagi ada promo diskon besar, Amang.
da2
Husband : Diskon berapa?
k1
Writer
Warming
and
friendly
greeting
showing interest
: Diskon maksimal 16 Amang. Dikurangkan ke DP 62 jadi 46,
angsurannya (the writer pointing the brochure with the
discount
monthly payment package for 4 years) * monthly payment Rp
2.900.000
k2f
Husband : Samanya itu sama Avanza, Xenia?
k1f
Writer
: Kelasnya sama Amang. Cuman Ertiga lebi stabil (the writer
explain with body language about the stability of Ertiga
compare with Avanza, Xenia.
Jugak Ertiga pintu sampingnya lebi tebal, ada dilapis baja.
(the writer’s tone raise)
Jadi kalau misalnya ada tabrakan dari samping, kek gini (the
writer use his hands as the illustration of the hit from the side
door; like a chinese Kung Fu respecting style before and after
fighting).
4
convince
Moves
Speech Function
Exchange Structure
(the writer’s tone down)
Beda sama Avanza, Xenia, kalok tabrakan dari samping kek
gini (the writer use his hands as the illustration of the hit from
convince
the side door; with a right hand in a fist surrounded by his left
hand).
k2
Wife
cl
Writer
: Kemaren kami di Pertamina nengok Xenia, tapi dicuekin kami
: (Smiling and answer) Ertiga lebi bagus nang kalau gak
percaya bole “test drive” (the writer emphasize anthusiasly)
rcl
Husband : Memang kami pas lagi butuh mobil mau di pakek ke kampung.
k1
Writer
cf
Husband : O ya? Ada warna itam?
rcf
Writer
k2
Husband : Berapa di panjar?
k1
Writer
: Cocok la itu Amang, ada kok “stock” nya.
convince
showing interest
convince
showing interest
: Ada mang. Kalok amang mau bole di panjar.
: 2 juta mang.
complain
convince
showing interest
convince
(spouse looking each other)
k2f
Husband : Ambil la.
showing interest
(then in a few moment)
a2
k2
Wife
: Na, ini panjarnya.
Jadi, apa aja syaratnya?
The conversation or Exchange Structure between the writer and the spouse
is a sample of steps that a Sales Executive does in offering Automobile to the
Customer or potential buyer. The steps are a successful steps that a Sales
Executive did in offering the products.
A Sales Executive is trying to explain to the Customer or potential buyer
about the selling point and the advantage or benefit of the Automobile so the
Customer or potential buyer is interested.
But, it can not be denied that even though the Sales Executive has done the
dynamic conversation (follow the steps that has been explained) the customer or
potential buyer might not interested.
5
deal
This case is understandable because besides those dynamic conversation
and conceptual steps of conversation, the “lucky factor” is could be the cause of
the succesful in selling the products.
Based on the phenomena the writer is interested doing this study to find
the steps or Exchange Structure that a Sales Executive did in doing Sales Activity.
1.2. The Scopes of the Study
In this Study the topics those are going to discussed is about:
Moves
Speech Function
Mood and
Metaphora
1.3. The Problems of the Study
To find the answer for the phenomena, the writer raises 3 questions as the
problem of the study:
1. What are patterns of exchange structure in Sales Executive Automobile
Talks?
2. How are the patterns realized in Sales Executive Automobile Talks?
3. Why are the patterns realized in the way they are?
1.4. The Purposes of The Study
The purpose of the study is to find:
6
1. The patterns of Exchange Structure that is used by Sales Executive in
doing Automobile Sales Activity.
2. How the patterns realized in Sales Executive Automobile Talks.
3. The caused of the patterns realized in the way they are
1.5. The Significances of The Study
Theoretically, this research is useful to others no matter who he is no
matter what his job to know the basic understanding about how to sell when it is
situated with the condition to do selling one time.
Practically, to education field the analysing of Exchange Structure in this
research could be a tool for practising English Structure Conversation.
1.6. Basic Terms of Automobile
As what Shinn (1982) says that there are some basic terms of Automobile:
1. Advertising Nonpersonal selling that is purchased and appears in outside
media.
1. Agent middleman A salesperson who brings the buyers and sellers of goods
together but never actually owns the goods.
2. Buying motives The adventages that customers seek and the reason that
prompt them to buy a particular product or service from certain sources.
3. Call-back Going to see the prospect again.
4. Canvassing Systematically covering a sales territory to find the most likely
customers; going for (or trying to establish) new bussiness.
5. Closing Steps taken to climax a sales presentation with a request for an order.
7
6. Cold canvassing Making calls without preliminary investigation or advance
notice to the customer; working without appoinments.
7. Commission Agreed-upon percentage of the price of everything sold paid to
salespeople in return for their services.
8. Communication The exchange of information, ideas, and thoughts, mostly
through the spoken and written word.
9. Delivery Order An activity to deliver the automobile to the customer as his
belonging and also as a sign that the Sales Executive doing a Selling in
accordance to the Sales target.
10. Direct Mail Delivering the offer specially about the information or promotion
to potential customer through (letters, e-mail, texting, or broadcast massage)
11. Discount Percentage off the price.
12. Display Visual presentation of a product used to attract, interest, or inform
customers.
13. Down Payment An agreement to order an automobile by giving amount of
money.
14. Emotional buying motives Reasons for buying based on feelings or impulses.
15. Empathy A salesperson’s ability to put him- or herself in the customer’s place
and feel as the customer does.
16. Endless chain method Way of meeting new customers through ones a
salesperson has already pleased; obtaining at least one additional prospect
from each existing prospect.
8
17. Gathering Kind of promotion activity by doing dinner or lunch or even
breakfast together with the prospect in purpose to attempt the prospect to do
an order or even to decide to buy the automobile.
18. Group presentation An activity to get prospects by promoting the products
and the services to potential customer in a group (a group of people or
company) through the team presentation in Branch Office.
19. Indent Ordering the car in a waiting moment usually about three months.
20. Joint Promo Kind of promotion that is done by two parties in a co-operation
sponsorship.
21. Media Promo Kind of promotion ativity about the information or promotion
about the product to potential customer through newspaper advertisement.
22. Minimum Downpayment About 2 million as a guarantee that the customer is
really wants to order the Automobile.
23. Metaphor A comparison that does not use the words “like” or ‘’as.”
24. Moving Exhibition A kind of promotion activity which is done periodically
in a certain time in a certain palce of crowded people or potential buyer (mall
or plaza)
25. Need The lack of something that is required or essential.
26. Objection A point of difference between a prospect and a salesperson that
could prevent a sale. Can deal with the cost, operation, source, or time of
purchase of product or service.
27. One-call closers Persons who make the sale the first and only time they see
the prospect.
9
28. Personal selling Selling that involves direct verbal contact between the
salesperson and the prospective customer.
29. Planned presentation Presentation prepared by a salesperson for use with a
number of different prospects. Includes the major product features and
customer benefits.
30. Product features The facts that describe the product and tell what it is or has.
31. Product knowledge All the facts about a product or service needed to make a
judgement about its merits.
32. Prospecting The process of seeking new potential customers.
33. Prospects People who might be interested in buying products or services.
34. Purchasing agent Specialist who is in charge of managing the spending of
company funds on predetermined products and services.
35. Refferences An activity to find a new prospect by asking someone to
recommend someone they know.
36. Repeeat Order The process of buying for the second time because he is a
customer formerly.
37. Qualify Determine which prospects are more likely than others to want to
buy.
38. Sales contracts Agreements between the buyer and the seller about the terms
of sale.
39. Selling The process of determining a prospective customer’s needs and wants
and persuading the customer to purchase a product, service, or idea that will
satisfy those needs and wants, thereby benefiting both the buyer and the seller.
40. Selling points Statements that tell what the product will do for the customer.
10
41. Showroom Event An event that is hold by Branch Office, held in the
showroom which in purpose to get selling and to promote the Office.
42. Specification sheet Document that spells out the quality of materials and
workmanship a company will accept in purchased products.
43. Stock The readiness units at the Dealer that is possible to be sold to
customers.
44. Trade-in allowance Acceptance of the customer’s old merchandise (car, tire,
or camera, for example) in return for a discount on the purchase of new
merchandise.
45. Test Drive A one step closer to ensure the customer to order the automobile to
feel the comfortness or even the feeling of riding the automobile.
46. Target A goal that Sales Executive are going to achieved in selling
Automobile that is usually monthly.
47. UppingA win solution to upgrade the price from the real price in order to help
the customer find the cheaper monthly payment
48. Virtual Promo Activity in promoting the product to get prospects through
internet (blog, website, facebook, twitter and other social media).
11
CHAPTER V
CONCLUSIONS AND SUGGESTIONS
5.1 Conclusions
Having analyzed the data, conclusions are drawn as the following
(1.) Exchange Structure of sales executive automobile in this research is discussed
based on successful sales and unsuccessful sales. Successful sales means the sales
Executive is succeed in selling Automobile to others. And vice versa unsuccessful
sales means the sales executive is not succeed in selling automobile.
The patterns of successful sales executive proceeds as (a) Warmer and friendly
greeting. (b) Break the ice/ make the situation in two ways communication. (c)
Knows the need of the customer/ what type of Automobile is needed. (d) Service
of satisfaction. (e) Suggesting the customer to decide with convincing
(2.) The patterns of successful sales executive is realized in the way of the
customer response what the Sales gave to the customer which is called buying
signal. If the Sales can read this signal, then the Sales may proceed to dig more
information about when and to whom the car will be bought. Then continue to
suggest with convincing until finally deal.
59
(3.) The patterns of successful sales executive is realized in the way they are
because for everybody who are going to buy an automobile should know the
benefit or the selling point of the automobile; it could be a high reselling price; or
could be the amount of workshop availability for the parts. And it can be denied
that someone who are going to buy an automobile need to be assured or convinced
by the Sales Executive in making the decision to buy the automobile.
5.2 Suggestions
In relation to the conclusion, suggestions are staged as the following:
1. It is suggested that firstly this study be applied by the sales person by what
they can market their product successfully.
2. For further research, this research could be a resource for others who want
to study about the exchange structure of sales executive automobile.
3. This research could be a resource for others to practice English Structure
Conversation analysis in Selling Automobile context.
60
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London: Sage.
Miles, M. B., Huberman, A. M., and Saldana J. (2014). Qualitative data analysis
(3rd ed.). London: Sage.
Oliver, D. (2006). How to negotiate effectively (2nd ed.). London and
Philadelphia: Kogan Page.
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Sawusch, J. R. & Gagnon, D. A. (1995). Auditory coding, cues, and coherence in
phonetic perception. Journal of Experimental Psychology: Human
Perception and Performance, 21, 635–52.
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April 2015)
Shinn, G. (1982). Introduction to professional selling. New York: McGraw-Hill.
Spradley, J. P. (1980). Participant observation. New York: Holt, Rinehart and
Winston.
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62
This thesis is dedicated to my beloved parents for such their cares, supports and
also for my beloved sisters Mia, Jabes, Trisna for their cares, supports and also for my
beloved Anggun that also gives me supports all of them has drive me to finish this
thesis.
Secondly, I would love to send many thanks for the advisor team; Prof. Amrin
Saragih, M.A., Ph. D, and Dr. Siti Aisyah Ginting, M. Pd. Then I would love to thank
for the suggestion by the board examiners; Prof. Dr. Sumarsih, M. Pd, Prof. Dr. Sri
Minda Murni, M.S., Prof. Dr. T. Silvana Sinar, M.A., Ph. D, and Dr. Rahmad Husein,
M. Ed.
And the last I would love to thank for Dodi Herwindo (Branch Manager of PT.
Astra International, Tbk AUTO 2000 Medan Krakatau), Efrizal Aritonang (Sales
Coordiantor PT. Trans Sumatera Agung), Masli (Sales Supervisor PT. Sumatera
Berlian Motors), Irwan Wiseful Berutu (Public Speaker and Director of Accelerated
Education Center) and Ervida Lin (Business Unit Manager of PT. Solusi Educational
Technology) for the chance that allow me to study in Post Graduate Program
Universitas Negeri Medan.
Medan, September 2016
Raffles Marianto Sinaga
NIM. 8136111049
ABSTRACT
RAFFLES MARIANTO SINAGA. Exchange Structure of Sales Executive
Automobile Talks. Thesis. Medan: Postgraduate School of State University of
Medan, Oktober 2016.
The purpose of the study is to find the pattern of Exchange Structure of Sales
Executive Automobile talks, how the patterns ralized, and the cause of the patterns
realized. Therefore the writer do a study in a Dealer which distributed Toyota
Automobile. To colect the data, the writer record the Exchange Strcture and
transcribed. To analyze the data, the writer sellected the data that reperesents the
Exchange Structure of Automobile talks and then analyzing and conclude the patterns
of Exchange Structure of Sales Executive Automobile talks, how the patterns realized
and the caused of the patterns realized. What is found is the pattern started with a
warming and friendly greeting, and then ice breaking that is following by making a
two way communication even an emotional contact between Sales Executive and
Customer. Then try to get more information about the purpose of buying the
Automobile or the frequency of the Automobile usage if the Sales Executive found
buying signal from the Customer. Then ensure with a brief, factual and convincing the
Customer to decide ordering an Automobile. The patterns is realized in the process of
a Sales Executive trying to a selling. And it is realized because by the patterns of the
Exchange Structure the Sales Executive is succeed in selling Automobile.
ABSTRAK
RAFFLES MARIANTO SINAGA. Exchange Structure of Sales Executive
Automobile Talks. Tesis. Medan: Program Pascasarjana Universitas Negeri Medan,
Oktober 2016.
Permasalahan dalam penelitian ini adalah banyak Tenaga Penjual yang tidak dibekali
pelatihan untuk melakukan penjualan sedangkan perusahaan menginginkan
produktivitas dari Tenaga Penjual. Sehingga hal ini mendorong penulis untuk
melakukan penelitian guna mengungkap pola percakapan yang dilakukan oleh Tenaga
Penjual sehingga berhasil di dalam menjual mobil. Untuk itu maka penulis melakukan
penelitian di sebuah Dealer Mobil Toyota yang ada dikota Medan untuk menganalisa
dan menyimpulkan pola percakapan Tenaga Penjual sehingga berhasil di dalam
menjual mobil. Kualitas berhasilnya Tenaga Penjual tampak dalam adanya transaksi
untuk melakukan pemesanan dan pembayaran pertama di dalam percakapan antara
Tenaga Penjual dan Pembeli. Adapun temuan penulis adalah bahwasanya pola
percakapan yang dimaksudkan adalah adanya pembukaan yang hangat kemudian
ditingkatkan dengan kemampuan berkomunikasi yang baik sehingga menjembatani
jurang perbatasan sehingga terjalin komunikasi dua arah bahkan kontak emosional
antara Tenaga Penjual dan Pembeli. Jika Tenaga Penjual menemukan adanya tandatanda bahwa Pembeli tertarik untuk membeli mobil, maka arah komunikasi kemudian
dilanjutkan dengan penggalian informasi terkait motif ataupun mobilitas penggunaan
mobil yang akan dibeli. Dalam hal ini Tenaga Penjual harus memahami dan dapat
mengarahkan Pembeli kepada tipe mobil yang sesuai dengan kebutuhan Pembeli, dan
ditambah dengan penjelasan yang logis dan sesuai fakta serta mampu meyakinkan
Pembeli untuk mengambil keputusan untuk memesan mobil maka terjadilah transaksi.
Dan dalam hal ini Tenaga Penjual telah berhasil menjual mobil
CONTENTS
ACKNOWLEDGEMENT ....................................................................................... i
ABSTRACT
....................................................................................................... ii
CONTENTS .............................................................................................................. iii
CHAPTER I INTRODUCTION
1.1. The Background of the Study ........................................................ 1
1.2. The Scopes of the Study ................................................................ 6
1.3. The Problems of the Study ............................................................ 6
1.4. The Purposes of the Study.............................................................. 6
1.5. Thes Significances of the Study .................................................... 7
1.6. Basic Terms of Automobile .......................................................... 7
CHAPTER II REVIEW OF LITERATURE
2.1. Negotiation .................................................................................... 12
2.1.1. How to Negotiate Effectively .................................................... 12
2.2. Exchange Structure ...................................................................... 15
2.2.1. Moves ........................................................................................ 22
2.2.2. Speech Function ......................................................................... 27
2.2.3. Mood .......................................................................................... 31
2.2.4. Metaphor .................................................................................... 34
2.3. Relevant Studies ........................................................................... 35
2.4. Conceptual Frame ......................................................................... 36
CHAPTER III RESEARCH METHOD
3.1. Research Design ............................................................................ 37
3.2. Data and Source of Data ............................................................... 37
3.3. The Instruments for Collecting Data ............................................. 38
3.4. Technique of Collecting Data ....................................................... 38
3.5. Data Analysis ............................................................................... 39
iii
3.6. The Trustworthiness of the Study................................................... 41
CHAPTER IV DATA ANALYSIS, FINDINGS AND DISCUSSION
4.1. Data Analysis ................................................................................ 43
4.2. Patterns of Exchange ..................................................................... 44
4.3. Realizations of the Pattern ............................................................ 50
4.4. Reasons for the Realization .......................................................... 53
4.5. Research Findings ......................................................................... 56
4.6. Discussion ..................................................................................... 58
CHAPTER V CONCLUSIONS AND SUGGESTIONS
5.1. Conclusions .................................................................................. 59
5.2. Suggestions ................................................................................... 60
REFFERENCES ....................................................................................................... 61
APPENDIX ................................................................................................................ 57
iv
List of Table
Table 2.1 Basic Speech Function ………………………………………………….. 28
Table 2.2 Alternative Grammatical Realization of Commands …………………… 29
Table 2.3 Basic Speech Function Exemplified …………………………………….. 30
Table 2.4 Semantic Interpretation of Central Mood Systems ……………………… 32
iii
CHAPTER I
INTRODUCTION
1.1.The Background of The Study
Sales Executive is very important because Sales Executive or Salesman is
like the sharp point of javelin for each company. Sales Executive can improve the
company’s profit especially in automobile the company of Automobile.
The succeed of a company is getting better if those Sales Executives has
the skill in selling the product. As car is not a cheap thing that can be bought by
every single layer of society.
One who order automobile is the group of society which are able to earn a
high wages or high payment, this group of people is called middle and up class.
Therefore a Sales Executive should be able to offering the product to the
Customer or potential buyer. But in fact those Sales Executive are not prepared
with those skills by the company which hire them before those Sales Executive
doing his job.
As what Wibowo and Kusrianto (2011) say, there is lots of Sales
Executive that is placed without given any knowledge about how to sell and to
deal with people meanwhile in other side the company hope that the Sales
Executive will learn it by doing Sales Activity when meet people or potential
buyer.
One of the primer skills that a Sales Executive should have is
understanding the Exchange Structure and how to place the Exchange Structure in
1
the conversation when offering the products so the customer or potential buyer is
interested and willing to order an Automobile.
But, practically, those Sales Executive often fails in introducing or
promoting the products that are going to be sold. More often in a purpose to sell
Automobile, those Sales Executive is rejected in the very beginning of the
presence of the Sales Executive or in other words the Customer is not interested.
For example:
Move
Exchange Structure
da1
Sales
: ko, dari Suzuki (handing the brochure)
a
Customer
: bo tiaw, (with uninterested attitude, appearing in ignoring the
presence of the Sales Executive by continuing doing his
activity)
From the Conversation above, it can be seen that the Sales Executive is
rejected possibly because of many things, for example the customer is just opened
his shop as usual habit early in the morning, or it could be the Customer is very
busy and does not want to be disturbed. Or perhaps the Sales’ Gesture is impolite
without using any greeting or any polite words that most of people would love to.
One thing needed to be concerned besides Exchange Structure is the
situation of the Customer’s field. Customer used to welcome the Sales in a quiet
time (when there is no any Sales Activities that is done by the Customer, for
instance the Customer is a merchant or the man who run a shop that sells some
goods).
Actually, if the Sales Executive doing some steps such understanding the
Customer’s situation he might not be rejected. Besides the Sales Executive should
probably dressed nicely and looking good to ensure the Customer that the
2
SalesExecutive is a profesional one which can be seen in dressing which could
emphasizing a polite gesture and make the Sales Executive seems elegant and
trustworthy.
Most of the people are love to be positioned as a buyer. Just few is love or
willing to be placed as a Salesman or in this case Sales Exexcutive. This is
happening because some who is trying to sell a good, found it tough or stuck
while in other side some who is fond to do sales and knowing some basic
knowledge or theories of selling feels like have fun in doing sales activity.
The phenomena that has been described is the primary step that should be
done by a Sales to start a Conversation. The next step then is offering the products
to the Customer. This step is the decison step moment for Sales Executive to have
the Customer attention and even impression and then to order an Automobile.
Those Exchange Structure is doing effortly such in that manner. The Sales
Executive could start it with first impression such greeting, and then warm up,
with a polite gesture telling the purpose of the Sales Executive coming and then
another impression in introducing the product and the benefits of the product that
can affect the Customer to order the products.
The writer chooses this topic because he used to be a Sales Executive for
some Automobile brand while he is studying his Post Graduated Program at The
State University of Medan.
The writer wants to know about the pattern of Exchange Structure that a
Sales Executive Automobile needs to concern in doing Sales Activity. Then the
writer wants to classify the Exchange Structure based on the theory of negotiation
of J.R. Martin as the study of English Applied Linguistic.
3
While doing his job as a Sales Executive, he experienced lot of
phenomena in selling the Automobile. Also, some hints and suggestion from the
Senior of Sales Executive.
Some of the useful suggestion is dressing formally, being kind and be
polite. Beside there is another factor that is needed. It is the “lucky factor”. Which
means that it is an opportunity occasion because we offer the good to someone in
a right time where he needs the good. As what the writer experienced when he
sold a Suzuki Ertiga to a spouse in Deli Tua, Deli Serdang in a very first time
meeting and presentation; that the exchange structure is as the following
conversation:
Moves
Exchange Structure
(knocking at the door that is already open)
da1
Writer
: Permisi Amang, Inang.Saya dari Suzuki, mau nawarkan ini
(handing the brochure of Suzuki Ertiga + the monthly payment
package)
Lagi ada promo diskon besar, Amang.
da2
Husband : Diskon berapa?
k1
Writer
Warming
and
friendly
greeting
showing interest
: Diskon maksimal 16 Amang. Dikurangkan ke DP 62 jadi 46,
angsurannya (the writer pointing the brochure with the
discount
monthly payment package for 4 years) * monthly payment Rp
2.900.000
k2f
Husband : Samanya itu sama Avanza, Xenia?
k1f
Writer
: Kelasnya sama Amang. Cuman Ertiga lebi stabil (the writer
explain with body language about the stability of Ertiga
compare with Avanza, Xenia.
Jugak Ertiga pintu sampingnya lebi tebal, ada dilapis baja.
(the writer’s tone raise)
Jadi kalau misalnya ada tabrakan dari samping, kek gini (the
writer use his hands as the illustration of the hit from the side
door; like a chinese Kung Fu respecting style before and after
fighting).
4
convince
Moves
Speech Function
Exchange Structure
(the writer’s tone down)
Beda sama Avanza, Xenia, kalok tabrakan dari samping kek
gini (the writer use his hands as the illustration of the hit from
convince
the side door; with a right hand in a fist surrounded by his left
hand).
k2
Wife
cl
Writer
: Kemaren kami di Pertamina nengok Xenia, tapi dicuekin kami
: (Smiling and answer) Ertiga lebi bagus nang kalau gak
percaya bole “test drive” (the writer emphasize anthusiasly)
rcl
Husband : Memang kami pas lagi butuh mobil mau di pakek ke kampung.
k1
Writer
cf
Husband : O ya? Ada warna itam?
rcf
Writer
k2
Husband : Berapa di panjar?
k1
Writer
: Cocok la itu Amang, ada kok “stock” nya.
convince
showing interest
convince
showing interest
: Ada mang. Kalok amang mau bole di panjar.
: 2 juta mang.
complain
convince
showing interest
convince
(spouse looking each other)
k2f
Husband : Ambil la.
showing interest
(then in a few moment)
a2
k2
Wife
: Na, ini panjarnya.
Jadi, apa aja syaratnya?
The conversation or Exchange Structure between the writer and the spouse
is a sample of steps that a Sales Executive does in offering Automobile to the
Customer or potential buyer. The steps are a successful steps that a Sales
Executive did in offering the products.
A Sales Executive is trying to explain to the Customer or potential buyer
about the selling point and the advantage or benefit of the Automobile so the
Customer or potential buyer is interested.
But, it can not be denied that even though the Sales Executive has done the
dynamic conversation (follow the steps that has been explained) the customer or
potential buyer might not interested.
5
deal
This case is understandable because besides those dynamic conversation
and conceptual steps of conversation, the “lucky factor” is could be the cause of
the succesful in selling the products.
Based on the phenomena the writer is interested doing this study to find
the steps or Exchange Structure that a Sales Executive did in doing Sales Activity.
1.2. The Scopes of the Study
In this Study the topics those are going to discussed is about:
Moves
Speech Function
Mood and
Metaphora
1.3. The Problems of the Study
To find the answer for the phenomena, the writer raises 3 questions as the
problem of the study:
1. What are patterns of exchange structure in Sales Executive Automobile
Talks?
2. How are the patterns realized in Sales Executive Automobile Talks?
3. Why are the patterns realized in the way they are?
1.4. The Purposes of The Study
The purpose of the study is to find:
6
1. The patterns of Exchange Structure that is used by Sales Executive in
doing Automobile Sales Activity.
2. How the patterns realized in Sales Executive Automobile Talks.
3. The caused of the patterns realized in the way they are
1.5. The Significances of The Study
Theoretically, this research is useful to others no matter who he is no
matter what his job to know the basic understanding about how to sell when it is
situated with the condition to do selling one time.
Practically, to education field the analysing of Exchange Structure in this
research could be a tool for practising English Structure Conversation.
1.6. Basic Terms of Automobile
As what Shinn (1982) says that there are some basic terms of Automobile:
1. Advertising Nonpersonal selling that is purchased and appears in outside
media.
1. Agent middleman A salesperson who brings the buyers and sellers of goods
together but never actually owns the goods.
2. Buying motives The adventages that customers seek and the reason that
prompt them to buy a particular product or service from certain sources.
3. Call-back Going to see the prospect again.
4. Canvassing Systematically covering a sales territory to find the most likely
customers; going for (or trying to establish) new bussiness.
5. Closing Steps taken to climax a sales presentation with a request for an order.
7
6. Cold canvassing Making calls without preliminary investigation or advance
notice to the customer; working without appoinments.
7. Commission Agreed-upon percentage of the price of everything sold paid to
salespeople in return for their services.
8. Communication The exchange of information, ideas, and thoughts, mostly
through the spoken and written word.
9. Delivery Order An activity to deliver the automobile to the customer as his
belonging and also as a sign that the Sales Executive doing a Selling in
accordance to the Sales target.
10. Direct Mail Delivering the offer specially about the information or promotion
to potential customer through (letters, e-mail, texting, or broadcast massage)
11. Discount Percentage off the price.
12. Display Visual presentation of a product used to attract, interest, or inform
customers.
13. Down Payment An agreement to order an automobile by giving amount of
money.
14. Emotional buying motives Reasons for buying based on feelings or impulses.
15. Empathy A salesperson’s ability to put him- or herself in the customer’s place
and feel as the customer does.
16. Endless chain method Way of meeting new customers through ones a
salesperson has already pleased; obtaining at least one additional prospect
from each existing prospect.
8
17. Gathering Kind of promotion activity by doing dinner or lunch or even
breakfast together with the prospect in purpose to attempt the prospect to do
an order or even to decide to buy the automobile.
18. Group presentation An activity to get prospects by promoting the products
and the services to potential customer in a group (a group of people or
company) through the team presentation in Branch Office.
19. Indent Ordering the car in a waiting moment usually about three months.
20. Joint Promo Kind of promotion that is done by two parties in a co-operation
sponsorship.
21. Media Promo Kind of promotion ativity about the information or promotion
about the product to potential customer through newspaper advertisement.
22. Minimum Downpayment About 2 million as a guarantee that the customer is
really wants to order the Automobile.
23. Metaphor A comparison that does not use the words “like” or ‘’as.”
24. Moving Exhibition A kind of promotion activity which is done periodically
in a certain time in a certain palce of crowded people or potential buyer (mall
or plaza)
25. Need The lack of something that is required or essential.
26. Objection A point of difference between a prospect and a salesperson that
could prevent a sale. Can deal with the cost, operation, source, or time of
purchase of product or service.
27. One-call closers Persons who make the sale the first and only time they see
the prospect.
9
28. Personal selling Selling that involves direct verbal contact between the
salesperson and the prospective customer.
29. Planned presentation Presentation prepared by a salesperson for use with a
number of different prospects. Includes the major product features and
customer benefits.
30. Product features The facts that describe the product and tell what it is or has.
31. Product knowledge All the facts about a product or service needed to make a
judgement about its merits.
32. Prospecting The process of seeking new potential customers.
33. Prospects People who might be interested in buying products or services.
34. Purchasing agent Specialist who is in charge of managing the spending of
company funds on predetermined products and services.
35. Refferences An activity to find a new prospect by asking someone to
recommend someone they know.
36. Repeeat Order The process of buying for the second time because he is a
customer formerly.
37. Qualify Determine which prospects are more likely than others to want to
buy.
38. Sales contracts Agreements between the buyer and the seller about the terms
of sale.
39. Selling The process of determining a prospective customer’s needs and wants
and persuading the customer to purchase a product, service, or idea that will
satisfy those needs and wants, thereby benefiting both the buyer and the seller.
40. Selling points Statements that tell what the product will do for the customer.
10
41. Showroom Event An event that is hold by Branch Office, held in the
showroom which in purpose to get selling and to promote the Office.
42. Specification sheet Document that spells out the quality of materials and
workmanship a company will accept in purchased products.
43. Stock The readiness units at the Dealer that is possible to be sold to
customers.
44. Trade-in allowance Acceptance of the customer’s old merchandise (car, tire,
or camera, for example) in return for a discount on the purchase of new
merchandise.
45. Test Drive A one step closer to ensure the customer to order the automobile to
feel the comfortness or even the feeling of riding the automobile.
46. Target A goal that Sales Executive are going to achieved in selling
Automobile that is usually monthly.
47. UppingA win solution to upgrade the price from the real price in order to help
the customer find the cheaper monthly payment
48. Virtual Promo Activity in promoting the product to get prospects through
internet (blog, website, facebook, twitter and other social media).
11
CHAPTER V
CONCLUSIONS AND SUGGESTIONS
5.1 Conclusions
Having analyzed the data, conclusions are drawn as the following
(1.) Exchange Structure of sales executive automobile in this research is discussed
based on successful sales and unsuccessful sales. Successful sales means the sales
Executive is succeed in selling Automobile to others. And vice versa unsuccessful
sales means the sales executive is not succeed in selling automobile.
The patterns of successful sales executive proceeds as (a) Warmer and friendly
greeting. (b) Break the ice/ make the situation in two ways communication. (c)
Knows the need of the customer/ what type of Automobile is needed. (d) Service
of satisfaction. (e) Suggesting the customer to decide with convincing
(2.) The patterns of successful sales executive is realized in the way of the
customer response what the Sales gave to the customer which is called buying
signal. If the Sales can read this signal, then the Sales may proceed to dig more
information about when and to whom the car will be bought. Then continue to
suggest with convincing until finally deal.
59
(3.) The patterns of successful sales executive is realized in the way they are
because for everybody who are going to buy an automobile should know the
benefit or the selling point of the automobile; it could be a high reselling price; or
could be the amount of workshop availability for the parts. And it can be denied
that someone who are going to buy an automobile need to be assured or convinced
by the Sales Executive in making the decision to buy the automobile.
5.2 Suggestions
In relation to the conclusion, suggestions are staged as the following:
1. It is suggested that firstly this study be applied by the sales person by what
they can market their product successfully.
2. For further research, this research could be a resource for others who want
to study about the exchange structure of sales executive automobile.
3. This research could be a resource for others to practice English Structure
Conversation analysis in Selling Automobile context.
60
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