طراحی و ارزیابی مدل تکنیکهای فروش بیکلام
سید محمود هاشمی
1
(
دانشیار، گروه مدیریت بازرگانی، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران
)
کلید واژه: فروش بیکلام, ارتباط غیرکلامی, نظریه داده‌بنیاد, تعامل با مشتری,
چکیده مقاله :
پژوهش حاضر با هدف طراحی و ارزیابی مدل تکنیکهای فروش بیکلام و تبیین نقش آن در بهبود تعاملات فروش انجام شده است. روش استفاده‌شده در پژوهش، کیفی و مبتنی بر راهبرد نظریه داده‌بنیاد است. داده‌ها از طریق مصاحبه‌های عمیق نیمه‌ساختاریافته با خبرگان دانشگاهی، مدیران و کارشناسان ارشد که در فرآیندها و تصمیمات اجرایی مرتبط با حوزه فروش مشارکت داشته‌اند، گردآوری شده است. نمونه‌گیری به‌صورت هدفمند انجام شد و پس از انجام ۱۵ مصاحبه عمیق، اشباع نظری حاصل گردید. تحلیل داده‌ها در سه مرحله کدگذاری باز، محوری و انتخابی انجام شد که در نهایت منجر به شناسایی 23 مقوله کلی در قالب مدل پارادایمی شامل شرایط علّی، شرایط زمینه‌ای، عوامل مداخله‌گر، مقوله‌های محوری، راهبردها و پیامدها گردید. یافته‌ها نشان می‌دهد که تکنیکهای فروش بیکلام نظیر زبان بدن، تماس چشمی، نحوه ایستادن و حالات چهره، نقش مؤثری در افزایش اثربخشی ارتباط با مشتری، اعتمادسازی و تقویت تعاملات فروش دارند. در نهایت، الگویی مفهومی برای تبیین جایگاه فروش بیکلام در توسعه رویکردهای مقاومتی ارائه شد. این الگو می‌تواند به‌عنوان چارچوبی برای تصمیم‌سازی مدیران و ارتقای کیفیت فروش در شرایط متغیر محیطی مورد استفاده قرار گیرد.
چکیده انگلیسی :
The present study aims to design and evaluate a model of nonverbal selling techniques and to explain their role in enhancing sales interactions. The research adopts a qualitative approach based on the grounded theory strategy. Data were collected through in-depth semi-structured interviews with academic experts, managers, and senior specialists involved in sales-related processes and decision-making. Purposive sampling was used, and theoretical saturation was achieved after conducting 15 in-depth interviews.Data analysis was carried out in three stages—open, axial, and selective coding—which ultimately led to the identification of 23 main categories within a paradigmatic model. This model encompasses causal conditions, contextual factors, intervening variables, core phenomena, strategies, and outcomes. The findings indicate that nonverbal selling techniques—such as body language, eye contact, posture, and facial expressions—play a significant role in enhancing communication effectiveness with customers, building trust, and strengthening sales interactions.Finally, a conceptual framework was developed to illustrate the position of nonverbal selling in the development of resilient sales approaches. This framework can serve as a decision-making tool for managers and as a means to improve sales quality in dynamic environments.
Keywords:
Nonverbal selling, nonverbal communication, grounded theory, customer interaction.
Abstract:
In the era of digital transformation, fundamental changes in consumer behavior, the emergence of new technologies, and intensified market competition have compelled organizations to rethink their customer engagement strategies. One often-overlooked dimension in sales training and execution is nonverbal communication or silent selling, which constitutes a significant portion of human interaction. This study aims to design and evaluate a model of nonverbal selling techniques and to explain their role in enhancing sales interactions. The central focus is on identifying the components, mechanisms, and outcomes of nonverbal selling in both face-to-face and digital contexts.
Methodology:
The research adopts a qualitative methodology based on the grounded theory approach developed by Strauss and Corbin (1998). Data were collected through semi-structured interviews with 15 experts, including university faculty, sales managers, marketing consultants, and customer interaction specialists. Purposeful sampling and snowball techniques were used until theoretical saturation was achieved. Data analysis followed a three-stage coding process—open, axial, and selective—and the validity of the findings was confirmed using Lincoln and Guba’s (1985) criteria and Cohen’s kappa coefficient (86.9%).
Research Tools:
The findings led to the identification of 23 core categories within a paradigmatic model comprising causal conditions, contextual factors, intervening variables, central phenomena, strategies, and outcomes. Causal conditions included shifts in buying behavior, expansion of nonverbal channels, and the growing importance of speed in customer decision-making. Contextual factors involved digital infrastructure transformation, customers’ psychological readiness, and brand policies aimed at optimizing the sales experience. Intervening variables included cultural barriers, technological limitations, and resistance from some sales personnel. The central phenomenon was defined as the effective application of nonverbal selling techniques to increase influence in the buying process. This included four main categories: visual techniques, body language, interactive technologies, and environmental cues. Proposed strategies involved training salespeople in nonverbal communication, designing sales environments based on visual cues, and leveraging smart technologies to analyze customer behavior. The identified outcomes included increased customer trust, reduced cognitive resistance, improved shopping experience, and enhanced conversion rates.
Discussion:
the study highlights that nonverbal techniques play a complementary and sometimes decisive role in sales success, especially in crisis situations, sensitive negotiations, and high-stress environments. With the rise of digital and video-based selling, the importance of nonverbal cues in virtual spaces has grown significantly, necessitating a redesign of organizational training and execution strategies. These techniques not only convey emotional and brand-related messages but also shape positive customer experiences and loyalty.
Conclusion:
the study presents a conceptual framework that positions nonverbal selling as a strategic tool for developing resilient sales approaches. This framework can guide managerial decision-making, inform sales training programs, and improve the quality of customer interactions in dynamic environments. The findings also offer a foundation for brand policy development, sales environment design, and the use of advanced technologies in customer behavior analysis. Future research is recommended to empirically test the effectiveness of this model across industries and digital platforms.
1) Alavi, S., Böhm, E., Habel, J., Wieseke, J., Schmitz, C., & Brüggemann, F. (2022). The ambivalent role of monetary sales incentives in service innovation selling. Journal of Product Innovation Management, 39(3), 445-463. https://doi.org/10.1111/jpim.12600
2) Andalib, A., Ghorbani Dinani, H., & Naderi Beni, M. (2023). Designing a paradigm of customer buying behavior affected by environmental sensory cues correspondent of sensory marketing rules Case study: ESFAHAN province coffee shops. Journal of Business Management Perspective, 22(55), 40-60. 10.48308/jbmp.2024.232132.1523
3) Bonoma, T. V., & Felder, L. C. (1977). Nonverbal communication in marketing: Toward a communicational analysis. Journal of Marketing Research, 14(2), 169-180. https://doi.org/10.1177/002224377701400204
4) Bansal, S., Nangia, P., & Koles, B. (2025). Neuromarketing and the Marketing Mix: An Integrative Review and Future Research Agenda Using the TMC Approach. International Journal of Consumer Studies, 49(3), e70072. https://doi.org/10.1016/j.jretconser.2016.02.009
5) Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), 57–71. https://doi.org/10.1177/002224299205600205
6) Chakraborty, I., Chiong, K., Dover, H., & Sudhir, K. (2025). Can AI and AI-Hybrids detect persuasion skills? Salesforce hiring with conversational video interviews. Marketing Science, 44(1), 30-53. https://doi.org/10.1287/mksc.2023.0149
7) Das, G. (2016). Influence of salespersons' nonverbal communication cues on consumer shopping behaviour. Journal of Retailing and Consumer Services, 31, 199-206. https://doi.org/10.1016/j.jretconser.2016.02.009
8) Ebrahimnejad Salami, Jafar, Jafari, Afsar and Alidoost Ghahfarkhi, Ebrahim. (2017). Investigating nonverbal communication of sporting goods sellers and customer reactions in sports stores in Tehran. Journal of Sports Management, 9(4), 793-804. doi: 10.22059/jsm.2018.65921
9) Fayazi, & Modarres Nia. (2017). Developing ethical-behavioral standards for marketing and sales forces; Study location: Qasem Pakhsh Company of Iran. Modern Marketing Research, 7(3), 125-140. doi: 10.22108/nmrj.2017.101568.1075
10) Ghorbani, H., Davoodi, S., & Davarpanah, A. (2021, December). Accurate determination of shear wave velocity using LSSVM-GA algorithm based on petrophysical log. In Third EAGE eastern mediterranean workshop (Vol. 2021, No. 1, pp. 1-3). European Association of Geoscientists & Engineers. https://doi.org/10.3997/2214-4609.202137015
11) Hosseinzadeh Shahri, Habibi, & Heidari. (2015). Investigating the impact of marketing capabilities on sensing and forming a creative and timely marketing strategy. Modern Marketing Research, 5(1), 107-128. https://journal.iams.ir/article_337.html
12) Hadavand, D., Naderi, N., & Rezaie, B. (2022). Designing a development model for SMEs based on resistive economy. Journal of International Business Administration, 5(4), 137-158.. doi: 10.22034/jiba.2022.51548.1891.
13) Haley, R. I., Richardson, J., & Baldwin, B. M. (1984). The effects of nonverbal communications in television advertising. Journal of Advertising Research, 24(4), 11-18. https://doi.org/10.1080/00218499.1984.12467950
14) Holiday, S., Hayes, J. L., Park, H., Lyu, Y., & Zhou, Y. (2023). A multimodal emotion perspective on social media influencer marketing: The effectiveness of influencer emotions, network size, and branding on consumer brand engagement using facial expression and linguistic analysis. Journal of Interactive Marketing, 58(4), 414-439. https://doi.org/10.1177/10949968231171104
15) Jack, E. P., & Powers, T. L. (2013). Shopping behaviour and satisfaction outcomes. Journal of Marketing Management, 29(13-14), 1609-1630. https://doi.org/10.1080/0267257X.2013.798678
16) Janfarsa, F. (2008). Customer experience management is a step beyond customer relationship management. Bank of Economy, (92), 65-62. https:// 20.1001.1.22286853.1395.7.27.3.6
17) Johnson, Mark S., Eugene Sivadas, and Vishal Kashyap. "Response bias in the measurement of salesperson orientations: The role of impression management." Industrial Marketing Management 38, no. 8 (2009): 1014-1024. https://doi.org/10.1016/j.indmarman.2009.03.010
18) Krishna, A., Cian, L., & Sokolova, T. (2016). The power of sensory marketing in advertising. Current Opinion in Psychology, 10, 142-147. https://doi.org/10.1016/j.copsyc.2016.01.007
19) Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
20) Mirzaei, Hosseini, & Seyed Emad. (2017). The effect of sensory marketing on customer satisfaction, trust and loyalty to sports brands. Journal of Sports Management, 9(3), 549-564. 10.22080/jem.2021.18377.3148
21) Weitz, B. A. (1978). Relationship between salesperson performance and understanding of customer decision making. Journal of Marketing Research, 15(4), 501-516. https://doi.org/10.1177/002224377801500401
22) Salehi, M., & Ahmadi, S. (2019). The role of sensory experience in modern store marketing. Journal of Consumer Behavior Management. https://doi.org/10.22034/jvcbm.2023.389182.1067
23) Lin, C. Y., & Lin, J. S. C. (2017). The influence of service employees’ nonverbal communication on customer-employee rapport in the service encounter. Journal of Service Management, 28(1), 107-132. https://doi.org/10.1108/JOSM-08-2015-0251
24) Underhill, P. (2009). Why We Buy: The Science of Shopping. Simon and Schuster.
25) Valipouri, Jalali, Tabrizian, & Bita. (2021). Designing the process of increasing sales and market share of dairy companies based on the sensory marketing model. Business Management Explorations, 26(13), 435-454. http://noo.rs/YuMTc