Impact of sales argumentation on value- added service activation

Abstract

The purpose of this MBA thesis is to study the correlation between a Nordic service providers outbound telesales operation, its sales persuasion and the end customer’s take-into-use ratio and behaviour. The aim is to understand how sales speech content, and sales argumentation impact customer behaviour, and whether a service is taken into use. The service examined in the study is F-Secure’s data protection product which is sold by multiple service providers globally. The study found support that the sales event itself and the used sales argumentation and its timing have impact on end user behaviour. As initially expected, sales speech timing and the quality of sales speech value-add argumentation were found to impact end user behaviour. The service provider requested to remain anonymous in the study. The thesis writer was permitted access to the service providers sales call recordings, which enabled a study of correlations between these topics.