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Joe Salatino, President of Great Northern American Case Study

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Joe Salatino, President of Great Northern American Case Study
Trina Casto
Strayer University
BUS 520
Dr. Russell

Joe Salatino, President of Great Northern American Case Study
1. Discuss why Joe’s employees need to understand the importance of how people form perceptions and make attributions. Understanding of how individuals form their perceptions and make attributions can be the difference between making a sale and losing a sale for Joe’s employees. When a sales professional understands how others form their perceptions and make attributions, they can utilize that information to control how a potential customer perceives not only them but also the product in which they are attempting to sell. Forming a perception with the customer that the sales professional is competent and trustworthy will heighted the possibility of making a sale to that customer. This is considered impression management (Hellriegel and Slocum. 2011. pp.117). Aiding the customer in perceiving that the deal being offered is a great value, that the customer needs the product, and that the product is worth the money spent is also important in the sales process and is a form of impression management. Perception is said to be the “process by which the individual selects, organizes, interprets, and responds to information” (pp.104). Attribution is how individuals understand and explain causes of behavior and events including the behavior of themselves and of others (pp. 119). To be successful at sales one needs to create perception that they are an authority in their line of work and can be trusted to provide their customers with accurate information on the product. It is when they gain this benefit of perception that they become successful. Furthermore, they need to be able to overcome any “excuses” that the customer may present or previous perceptions and attributions that

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