Customer's perception of Neuro-Linguistic Programming (NLP) techniques in sales communication

Sammanfattning: Brick and -mortar stores and its sales personnel have gained incomparable competition when it comes to influencing customers purchase intentions after internet provided customers with online shopping and indefinite access to product knowledge. However, we now value human interaction more, but are the trust towards the traditional salesperson increasingly questioned? Have the times arrived for a focus shift in current sales communication praxis from strictly informative to holistic interpersonal interactions? An approach that claims itself a guru in human interaction is Neuro-Linguistic Programming (NLP) which contains instructions to finding people's preferred way of communicating and how we can use those insights to influence others and ourselves at subconscious levels. NLP has exemplified a wide range of techniques transmittable to sales. The purpose of this research is with further incitements inspire practice and research of NLP in sales communication, which leads to two research question: How commonly do customers notice NLP techniques? and What NLP techniques do customers believe to negatively or positively affect their attitude towards a salesperson? Backed up by previous studies, the empirical data from this quantitative study indicates that some NLP techniques work the unconscious part of the brain and some are more perceptible in sales communication. Between customers and in-store salespeople, NLP techniques are not frequently perceived and noticed by customers but have an unknown to positive believed effect on attitude towards salespeople according to customers. The conclusions are drawn from a survey directed to the customers perspective where NLP techniques have been disguised as exemplified relatable scenarios. This paper suggests there are incitements for adapting Neuro-Linguistic Programming into sales communication but more research are required to prove or disprove its effect and current distribution.