Case Study Example: Communication Styles in Sales Management

4 pages
981 words
Harvey Mudd College
Type of paper: 
Case study
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The case study presents a common phenomenon experienced in the business environment. For the survival and thriving of commerce, certain crucial aspects, including communication styles, need to be in place (Camm, Cochran & Anderson, 2014). Communication facilitates the smooth interaction with the clients since one is able to convince them of purchasing the product. The other aspect is buying teams and needs. This is vital in coming up with solutions that conform to the current market demands and patterns. Also, proper and efficient structures have a positive impact. In this discussion, some of the features forming good business practice are examined in relation to a practical case study.

1. Characteristics of Dawn and Stewart communication styles

Dawn is a friendly and open individual. She cares about others and likes developing and maintaining long term and healthy relationships. Based on her friendly nature, I would characterize her as sociable evident from her communication skills and non-conflict nature that have made her build and sustain many friendships. Besides, her style of communication is submissive. She avoids instances that would rub others wrongly and likes pleasing others (Ingram, LaForge, Schwepker & Williams, 2017). Her personality is calm, and she lets others speak before deciding on her turn and what to say.

On the other hand, Stewart is the opposite of Dawn. Stewart isn't an outgoing relationship builder. What is more, he has a cool, tough and competitive personality when it comes to relationships. Stewart's character paints a picture of a possessive and controlling person. He wouldn't let other people dominate when it comes to achieving his goals. Additionally, he is a good time manager, businesslike and impatient. All traits associated with Stewart describe a driver communication style. The traits also depict an aggressive style of communication focused on prioritizing personal gains and achievement over anyone and anything.

2. Preparations and style flexing Dawn should adapt to better associate with Stewart

From the case, it appears that Dawn is always late for appointments. For her to closely relate to Stewart, she should make an effort of availing herself early as Stewart is very impatient. Due to Stewarts possessive and controlling nature, Dawn should make him feel as if he is in control of the moment. She needs to tailor and adjust her meeting to fit his personality and style. Stewart has a focus on accomplishing his goals irrespective of anyone who might try to bring an obstacle along the way (Ingram, LaForge, Schwepker & Williams, 2017). Thus, Dawn needs to strive and fit in that need in any way possible. If Dawn notices that Stewart isnt interested and comfortable in something, she should be quick to move to the next discussion to avoid upsetting him. It is due to Stewart's nature of not being easily compromised into buying something he doesn't find attractive. Moreover, Dawn needs to modify her communication skills and capabilities to work better and suite Stewarts.

3. Individuals who might be involved in the buying decision for Green Meadows

With regards to the Green Meadow, various people would play a role in influencing the buying decision with consideration to Dawn's offer. One of the greatest influencers is Dawn. It is because she has to convince her client to buy the product which, in this case, is the software using the best strategy and plan possible (Ingram, Avila & Williams, 2012). The other person who would play a fundamental role is Stewart. It is because of his task as the director of marketing and sales, therefore, making him an integral entity in the entire process. The other party whose role is of great importance is the director of information technology. It is due to his responsibility for the development of the web part in the software thereby cementing his influence.

4. Needs that might be met by Green Meadows by purchasing the software

Many benefits would arise from the decision of buying the software by Green Meadows from RelationshipsFirst. One of the needs that would come about is the functional need. Technical requirements primarily involve specific or core tasks that need to be performed by an institution. Concerning that, Green Meadows needs to perform certain functions for the entire company that would assist in streamlining their operations. The need would hence result by purchasing the software.

The other need that the organization would meet is that of knowledge. Experience requirements refer to the desire for personal development, information, and facts. They increase the capability for thought and awareness in determining the reasons as to why certain events take place. The software from RelationshipsFirst is built around the concept of an individual record so that accounting, sales, support, billing, and shipping all can access similar data for each interaction (Ingram, LaForge, Schwepker & Williams, 2017). The software would be beneficial to the sales department of Green Meadows as it would enable them readily access all the required details. On top of that, it would allow them to aid a buyer since it individualizes every client making the sales department look creative, competent and knowledgeable. Purchase of the software would take care of the requirement in its entirety.

The other need that Green Meadow would accomplish is that of the social need. It is evident by the ever growing number of clients who prefer RelationshipsFirst as their preferred technology solution company. The need brings about a sense of togetherness and union. It strengthens bonds and relationships essential for coming up with custom solutions due to the understanding of the firm's internal operations.



Camm, J., Cochran, J., Fry, M., Ohlmann, J., & Anderson, D. (2014). Essentials of business analytics (Book Only). Nelson Education.

Ingram, T. N., LaForge, R. W., Avila, R. A., Schwepker Jr, C. H., & Williams, M. R. (2012). Sales management: Analysis and decision making. ME Sharpe.

Ingram, T. N., LaForge, R. W., Avila, R. A., Schwepker, C. H., & Williams, M. R. (2017). Sell5: Trust-based professional selling. Boston, MA, USA: Cengage Learning.


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