LINGUISTIC ANALYSIS ON BUSINESS SALES PITCH SCRIPTS

Salwa Othman, Eliyas S. Mohandas, Muhammad Aizat Azhari, Nik Mastura Nik Ismail Azlan

Abstract


Many challenges are faced by sales representatives in the effort of closing sales deal of product or service offered to their prospective clients. The goal is to persuade the clients to invest in the offered products or services. To perform this, sales representatives need a well-constructed sales script that can help them in enticing their clients. In relation to this, numerous tips and step-by-step advices are given by business professionals on how to craft a good sales script. However, looking at this situation in linguistic spectrum, it is observed that those tips and advices given are lacking justification from the linguistic perspectives which may provide new insights in the craftsmanship of a well-structured sales script. Hence, this paper serves to provide a steady parameter set to give linguistic guidelines for crafting an excellent pitch script. With reference to the theories developed by scholars like Schffrin (1994), Martin (2012), and Widdowson (1996), an analysis was conducted on 10 samples of sales script taken from one of the most successful international sales companies. Data collected shows that there are 6 different types of key linguistic components embedded within the scripts at a different frequency level. One prominent discovery of this study revealed that the different frequency of these key components leads to a rhythmic patterns and themes that immediately distinguish a good sales script with a successful one.

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Keywords


business sales pitch script, sales representative, formalist theory, functionalist theory, linguistic components, linguistic patterns

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References


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DOI: http://dx.doi.org/10.46827/ejel.v6i2.3480

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