Potentiaalisen ostajan tiedontarpeet valmismatkan myyntitapahtumassa
Abstract
Communication of relevant, tailored information that meets the buyer’s specific needs is an essential sales skill. Buyer’s information needs are constantly increasing which influences to sales-person’s skill requirements. The study aims at increasing understanding of a potential buyer’s pre-purchase information needs in a sales situation of a package tour. It answers to the following research question: “What kind of product information the sales-person should communicate in a sales situation in order to meet the buyer’s information needs?” Following a narrative approach, data is based on 70 narratives of mystery shoppers visiting a travel agent. Results indicate that objective, factual product information, both verbal and visual, is needed but subjective, experiential product information provides extra value and is the motive to visit an agent. Buyers are searching for recommendations based on personal service experiences, innovative ideas and information of hedonic experiences they cannot find in the Internet. The article concludes with a discussion of the key findings.
