(Luận văn) how to enhance communication skills of salespeople at curewel international company in viet nam

  i   UNIVERSITY OF ECONOMICS HO CHI MINH CITY t to ng International School of Business hi ep - w n lo ad NGUYEN HA HOANG OANH ju y th yi pl n ua al HOW TO ENHANCE COMMUNICATION n va SKILLS OF SALESPEOPLE AT CUREWEL fu ll INTERNATIONAL COMPANY oi m at nh IN VIET NAM z z k jm ht vb ID: 22130053 an Lu SUPERVISOR: DR TRAN HA MINH QUAN om l.c gm MASTER OF BUSINESS ADMINISTRATION n va ey t re th Ho Chi Minh City – Year 2016 ii     t to ng hi ep w n lo ad ju y th yi pl n ua al n va ll fu oi m at nh z z k jm ht vb om l.c gm an Lu n va ey t re th   i   ACKNOWLEDGEMENT t to ng First of all, I would like to express my sincere gratitude to my supervisor, Dr Tran Ha hi ep Minh Quan, for his professional guidance, positive encouragements and helpful guidance during the time of doing my thesis w n lo Further, I would like to thank all the members of the committee, who gave the helpful ad ju y th comments for me to complete the thesis in the right direction yi My sincere thanks are also given to all of the professors at International Business pl n my master course ua al School – University of Economics Ho Chi Minh City for their teaching and guidance during va n In addition, I would like to say thanks to all the board of director, staffs and customers ll fu oi m of Curewel International Company Limited, who provided documents, answered the at nh questionnaires and gave the feedback for completing this thesis z Finally, my deepest gratitude goes to my classmates in MBUS 4.2 and my family for z k jm ht vb their support and encouragement so that I can complete this thesis om l.c gm an Lu n va ey t re th   ii   EXECUTIVE SUMMARY t to ng Curewel International (Vietnam) Co., Ltd in Vietnam (CIV) established in 2004 and is hi ep one of eight subsidiary companies of Curewel International Group CIV represents for many manufacturers from many countries and delivers healthcare products from four segments w n lo such as Pharmaceutical, Orthopedic, Dentals and Pharma-Cosmetic to customers In ad ju y th Orthopedic, Dentals and Pharma-Cosmetic, the customers are the distributing companies yi while in pharmaceutical, the customers are the hospitals, clinics and pharmacy shops in pl ua al whole of Vietnam n The main channel of CIV is to approach such customers by introducing and selling va n products directly through the sales force So far, CIV mainly bases on the brand name of the ll fu oi m manufacturers or the quality of product to push the business in local The segments of at nh Orthopedic, Dentals and Pharma-Cosmetic are developing sustainably, but the developing z rate of Pharmaceuticals is reducing recently Nevertheless, in recent years, sales revenue has z jm ht vb been decreased; sales time for completing any business is longer comparing previously; number of exploited customers dropped down and the rate of new customers is less k gm increasing which having influence on the sales revenue of the foreign manufacturers to l.c om Curewel International in general and CIV in particular Withdrawn from the failed business n va poor communication skills an Lu and feedback from customers and sales force, we recognized that sales force of CIV have Because CIV’s concentration is in B2B, so almost business of CIV is through the sales force, th at communication skills of their salespersons to the customers, comparing with competitors ey bad symptoms After researching the real situation at CIV, we found that CIV had a problem t re The purpose of this thesis is to find out the roof of problem that make CIV have those   iii   but the sales force when approached new customers or take care of old customers, they t to ng either not convey sufficient products’ information to customers, or listen to the customers hi ep properly, or understand the customers, or build CIV brand awareness to customers to persuade customers to buy products through their communication skill w n lo To solve problem of low communication skills of sales force of CIV, researcher ad ju y th discussed in-depth with the Board of Directors and found three alternative solutions: yi Training, Teamwork, and Dismissal & Recruitment to solve the problem Comparing these pl ua al three solutions each other, we found that training brings more benefit and less time and cost n than the two remained solutions, so we selected training as a best solution for the problem It va n takes two and half months for this solution The Admin-Sales Department will take one ll fu oi m week for preparing documents for training information about CIV including introduction at nh about CIV in general, products categories of CIV, the partners of CIV, the role as well as the z high responsibility of CIV to sales people The Board of Directors and Products Directors z vb will be responsible for training products knowledge like types of products, dosage, jm ht indication, contraindication, side effects, products category and training skill of listening, k gm understanding, empathy customers and training behavior for the sales force in one month l.c om and three weeks Also, the company will invite the expertize trainers to equip solid an Lu foundation in effective communication for sales force in the aim of branding for CIV in two ey t re business effectively n va weeks Training programs will apply on sales force in 2017 to enable CIV to increase th   iv   TABLE OF CONTENTS t to ACKNOWLEDGEMENT i   ng hi EXECUTIVE SUMMARY ii   ep TABLE OF CONTENTS iv   LIST OF TABLES AND FIGURES vi   w n LIST OF ABBREVIATION .vii   lo ad CHAPTER 1: PROBLEM IDENTIFICATION   y th 1.1 Company background   ju 1.2 Background of problem   1.2.1 Symptoms   1.2.2 Possible problems   yi pl ua al n 1.3 Problem justification 14   1.3.1 Problem definition 14   1.3.2 Justify the existence of the central problem 15   1.3.3 Justify the importance of the problem 17   n va ll fu oi m 1.4 Potential causes of the problem 18   nh 1.5 Causes validation 20   at CHAPTER 2: ALTERNATIVE SOLUTION ANALYSIS 22   z z 2.1 Alternative Solutions 22   2.1.1 Training 22   2.1.2 Teamwork 24   2.1.3 Dismissal and recruitment 24   k jm ht vb gm 2.2 Solution comparison 24   l.c 2.3 Select the best solution 27   om CHAPTER 3: ACTION PLAN 29   an Lu 3.1 Business goals 29   3.2 Objectives 29   va n 3.3 Cost and benefit of three alternative solutions 29   Table 4.2 Interview sales people to identify the most important causes of the problem 32   Table 4.3 Interview sales people to identify the most important causes of the problem 33   th Table 4.1 Interview sales people to identify the most important causes of the problem 31   ey CHAPTER 4: SUPPORTING INFORMATION 31   t re 3.4 Detailed implementation plan 29     v   Table 4.4 Interview sales people to identify the most important causes of the problem 35   t to Table 4.5 Interview customers to identify the most important causes of the problem 36   ng hi Table 4.6 Interview customers to identify the most important causes of the problem 37   ep Table 4.7 Interview customers to identify the most important causes of the problem 39   Table 4.8 Interview customers to identify the most important causes of the problem 40   w n APPENDIX 48   lo ad Appendix A Survey questionnaire: Interview pharmaceutical salespersons of CIV to find out symptoms 48   y th ju Appendix B Survey questionnaire: Interview pharmaceutical customers to find out possible problems 49   yi pl ua al Appendix C Survey questionnaire: Interview pharmaceutical customers to identify the existing of problem 51   n Appendix D Survey questionnaire: Interview sales people of CIV to identify main causes of problem 52   n va ll fu Appendix E Survey questionnaire: Interview pharmaceutical customers to identify main causes of problem 53   m oi Appendix F Survey questionnaire: Interview board managers to select the best solution for the problem and detailed implementation plan 54   at nh z Appendix G Customers’ assessing about communication skill of CIV’s sales people 55   z k jm ht vb om l.c gm an Lu n va ey t re th   vi   LIST OF TABLES AND FIGURES t to ng Table 1.1 Revenue of CIV and RV Life from 2013 to 2016……………………………… hi ep Table 1.2 Average time to win customers………………………………………………….10 Table 2.1 Strategies evaluation…………………………………………………………… 25 w n lo Table 2.2 Cost and benefit of three alternative solutions………………………………… 26 ad ju y th Table 3.1 Detailed implementation plan……………………………………………………30 yi Table 4.1 Interview sales people to identify the most important causes of the problem… 31 pl ua al Table 4.2 Interview sales people to identify the most important causes of the problem… 32 n Table 4.3 Interview sales people to identify the most important causes of the problem… 33 va n Table 4.3 Interview sales people to identify the most important causes of the problem… 35 ll fu oi m Table 4.5 Interview customers to identify the most important causes of the problem…… 36 at nh Table 4.5 Interview customers to identify the most important causes of the problem…… 37 z Table 4.5 Interview customers to identify the most important causes of the problem…… 39 z vb Table 4.5 Interview customers to identify the most important causes of the problem…… 40   jm ht Figure 1.1 Structure of sales force of pharmaceutical industry…………………………… k gm Figure 1.2 Number of Pharmaceutical Customer……………………………………………5 l.c om Figure 1.3 Number of Pharmaceutical Customer……………………………………………7 an Lu Figure 1.4 Cause - and - effect map……………………………………………………… 20 n va ey t re th   vii   LIST OF ABBREVIATION t to ng CIV……………………………………………Curewel International (Vietnam) Co., Ltd hi ep w n lo ad ju y th yi pl n ua al n va ll fu oi m at nh z z k jm ht vb om l.c gm an Lu n va ey t re th     CHAPTER 1: PROBLEM IDENTIFICATION t to ng 1.1 Company background hi ep Curewel International Company is one of the leading companies involved in multifaceted business in India The company is most dynamic and diversified business w n lo conglomerate in its operations Curewel International business includes Pharmaceuticals, ad ju y th Orthopedics, Dentals and Pharma-Cosmetic products Curewel International Company yi committed to provide quality products and services to its customers through constant pl ua al improvement and innovation Curewel International Company founded in 2001 in India and n has its presence in eight different countries which are Singapore, Malaysia, Philippines, va n Myanmar, Sri Lanka, Mauritius, Cambodia and Vietnam in various businesses like Trading ll fu oi m and Distribution; and associates with many reputed manufacturers in India, Italia, UK and at nh Malaysia Curewel International is on behalf of foreign manufacturers who want to introduce z and occupy the market in locals without spending much expenses in importing, distributing z vb and positioning their products The mission of company is to enhance the quality of life for jm ht humankind globally, with quality and affordable products and services, specifically: k n va •   Foster mutually beneficial relations with all our business partners an Lu •   Provide opportunities to our people to excel their full potential om •   Offer products and services of the highest quality l.c gm •   Customer satisfaction is ultimate goal in our business th Cosmetic ey operate business on four segments Pharmaceutical, Orthopedic, Dentals and Pharma- t re Curewel International (Vietnam) Co., Ltd (CIV) was established since 2004 CIV also   41   t to ng hi Ms Hanh (Chief of Pharma Department of Hong Duc Hospital) ep CIV's products better than competitors Not really understand Yes (Source: Interview customers) w n   Salesperson listened when talked to me lo n va ll fu oi m at nh z   n   ua   al   pl   yi   ju   y th   ad   z om an Lu n va   l.c   gm   k   jm   ht   vb   ey t re   th   42   References t to ng Annual report (2013, 2014, 2015, 2016), Curewel International Vietnam hi Applegate, M (n.d.) 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Understanding The Product Creates Sales Success Retrieved October t to 25, 2016, from http://sales.about.com/od/wheretostart/a/Understanding-The-Product-Creates- ng hi Sales-Success.htm ep What makes a successful salesperson (n.d.) Retrieved December 23, 2016, from http://www.ukessays.com/essays/marketing/what-makes-a-successful- w n salesperson.php?cref=1 lo ad ju y th yi pl n ua al n va ll fu oi m at nh z z k jm ht vb om l.c gm an Lu n va ey t re th   48   APPENDIX t to ng Appendix A Survey questionnaire: Interview pharmaceutical salespersons of CIV to hi ep find out symptoms  How long have you worked for CIV? w n lo  If you have worked since 2013 or before that, please answer the next questions If not, ad ju y th please stop here yi How much sales revenue did you achieve in year 2013, 2014, 2015, 2016? pl ua al Did your sales revenue increase or decrease over the year 2013, 2014, 2015, 2016? n What product category does your customer deal with? va n How many customers did you manage in each year 2013, 2014, 2015, 2016? ll fu oi m Is your exploited customer number changed over the years 2013 to 2016 or kept same? at nh How many new customers could you find in each year 2013, 2014, 2015, 2016? z What you to contact your clients and how you convince them to buy products? z k jm ht vb Thank you very much for your contribution! om l.c gm an Lu n va ey t re th   49   t to Appendix B Survey questionnaire: Interview pharmaceutical customers to find out possible problems ng hi  What is your company name? What is your position in company? ep  Which product category does your company deal with? w  When the salesperson first met you, what did they communicate about? n lo ad a Product ju y th b Price yi pl c Other information al n ua  Did the salesperson compare CIV’s products with competitors’ products? n va  What you think about the communication skill of the salesperson? Did the salesperson ll fu clarify all your queries? Tell me what queries you still not get clarified? m oi  How much time in average did the salesperson take to complete the deal with you? What nh at you think about closing deal skill of salesperson of CIV? z z  How much time in average did the salesperson convince you to buy new product of CIV? vb jm ht  What you think about negotiation skill of CIV’s salesperson? k  Is there any information about product or price conflict between the salesperson and om l.c gm manager you ever faced? 10   What difficulty you faced when the license of pharmaceutical products expired? ey th b RV Life t re a Curewel International Vietnam n 13   Which following company that you bought product from? va 12   Did you have any difficulty with the time of renewal/new registration process? an Lu 11   What did you when the license of pharmaceutical products expired?   50   c Oval Import Export t to ng d Other company (name it) …… hi 14   Besides the salesperson of CIV, whose other following companies met you? ep a Curewel International Vietnam w n b RV Life lo ad y th c Oval Import Export ju d Salesperson from other company: yi pl 15   When you think of buying new pharmaceutical products in antibiotic/anti ulcerants al n ua category, what brand of supplier come to your mind? Why? n va Thank you very much for your contribution! ll fu oi m at nh z z k jm ht vb om l.c gm an Lu n va ey t re th   51   Appendix C Survey questionnaire: Interview pharmaceutical customers to identify the t to existing of problem ng hi Please answer following questions about by cycle the appropriated answer about CIV’s ep sales people (with for totally disagree, for disagree, – slightly agree, – neutral, – slightly agree, agree, totally agree) w n lo CIV’s sales ad y th CIV’s sales people give full attention when they talk to you 1234567 ju people yi 1234567 n ua you al CIV’s sales people treat you respectfully 1234567 n va CIV’s sales people keep eye contact throughout conversation with pl CIV’s sales people ask the best questions to invite the best fu 1234567 ll oi m answers from you to understand your need CIV’s sales people ask for clarification of whatever they don't nh 1234567 fully understand about your need of pharmaceutical product at z 1234567 jm ht CIV’s sales people encourage you to talk about your problem you 1234567 th Thank you for your contribution! ey blame and make excuses about product t re CIV’s sales people deal optimally when you complain, criticize, 1234567 n 11 CIV’s sales people discover what is in the best interest of you 1234567 va 10 an Lu new license of products to replace the expired licenses 1234567 om renewal of expired products license in time or could not arrange l.c CIV’s sales people consult you with appropriated product CIV’s sales people apologize you because they could not handle 1234567 gm faced in your pharma business k answers from you to find your problem vb CIV’s sales people ask the best questions to invite the best z   52   t to Appendix D Survey questionnaire: Interview sales people of CIV to identify main causes of problem ng hi   How long have you worked for the company? ep   Was your sales revenue increased or decreased over the years from 2013 to 2016? w Tell me about pharmaceutical products that are being provided by CIV n lo ad a How many pharmaceutical products are being provided by CIV? y th b How many pharmaceutical product categories CIV is dealing with? ju yi c Did you explain well to your customers about indication of products? pl n ua al d Did you explain well to your customers about dosage of products? n va e Did you explain well to your customers about contraindications? ll fu f Did you explain well to your customers about side effects? m oi g Did you talk to your customers clearly about price? nh at How did you compare CIV’s products with competitors’ products (such as RV Life, Oval z z and other competitors) while introducing products? vb How is level of your understanding about your customers’ need? l.c gm Did you listen to your customers while talking? k jm ht Were you enthusiasm in explaining your customer’s queries? om What did you to contact with your customers and how did you convince them to buy product? an Lu Thank you very much for your contribution! n va ey t re th   53   Appendix E Survey questionnaire: Interview pharmaceutical customers to identify t to ng main causes of problem hi ep  What is your company name?  What is your position in company? w n lo Tell me how the CIV’s sales people talk about CIV’s pharmaceutical products? ad ju y th a How many pharmaceutical products are being provided by CIV? yi b How many pharmaceutical product categories CIV is dealing with? pl ua al c Did sales people explain well to you about indication of products? n d Did sales people explain well to you about dosage of products? va n e Did sales people explain well to you about contraindications? ll fu oi m f Did sales people explain well to you about side effects? at nh g Did sales people talk to you clearly about price? z How did the CIV’s sales people compares CIV’s products with competitor’s product z vb (such as RV Life, Oval and other competitors) while introducing products? jm ht Were CIV’s sales people enthusiasm in explaining your queries? k om l.c Did CIV’s sales people listen to you while talking? gm How is level of CIV’s sales people understanding about your need? n ey t re Thank you for your contribution! va product? an Lu What did CIV’s sales people to contact with you and how did they convince you to buy th   54   Appendix F Survey questionnaire: Interview board managers to select the best t to ng solution for the problem and detailed implementation plan hi ep We all know communication skills about information of CIV’s sales people is the main problem at CIV right now and the causes of this problem is lack of product knowledge w n lo Training will enhance knowledge of product, you agree? How can communication skill ad ju y th of the sales people be enhanced after training implementation? What are the disadvantages yi and advantages of training? How can CIV implement the solution? How much does it cost? pl ua al What are the benefits in term of dollar and non-dollar values of this solution? Are there any n constraints for CIV to implement this solution? va n Additonally, CIV also need to conduct teamwork for their sales people, which help ll fu oi m improve knowledge of product Do you agree? Why you think so? How can at nh communication skill be developed after solution implementation? What are the z disadvantages and advantages teamwork? How can CIV implement the solution? How much z vb does it cost? What are the benefits in term of dollar and non-dollar values of this solution? k jm ht Are there any constraints for CIV to implement this solution? gm CIV can also dismiss old sales people and recruit the new ones to enhance communication l.c om skill of sales people staffs Do you agree? Why you think so? How is communication an Lu skill enhanced? What are the disadvantages and advantages of dismissal and recruitment? n va How can CIV implement the solution? How much does it cost? What are the benefits in term Thank you for your contribution! th Would we make the detail plan for each solution together? ey implement this solution? t re of dollar and non-dollar values of this solution? Are there any constraints for CIV to   55   Appendix G Customers’ assessing about communication skill of CIV’s sales people t to ng Descriptive Statistics Maxim Std N Minimum um Mean Deviation hi ep w CIV’s sales people give full attention when they talk to you CIV’s sales people keep eye contact throughout conversation with you CIV’s sales people treat you respectfully 2.00 4.00 3.1537 89765 60 2.00 4.00 2.7265 75621 60 2.00 3.00 2.4331 53526 n 60 lo ad y th ju CIV’s sales people ask the best questions to invite the best answers from you to understand 60 2.00 4.00 2.8613 89899 your need CIV’s sales people ask for clarification of whatever they don't fully understand about 60 2.00 4.00 3.1002 81235 your need of pharmaceutical product CIV’s sales people ask the best questions to invite the best answers from you to find your 60 2.00 4.00 2.8613 89899 problem CIV’s sales people encourage you to talk about your problem you faced in your pharma 60 2.00 5.00 3.1537 1.07786 business CIV’s sales people consult you with 60 2.00 4.00 2.5625 78507 appropriated product CIV’s sales people apologize you because they could not handle renewal of expired products license in time or could not arrange 60 2.00 4.00 2.7265 94217 new license of products to replace the expired licenses CIV’s sales people discover what is in the best 60 2.00 4.00 2.8613 89899 interest of you CIV’s sales people deal optimally when you complain, criticize, blame and make excuses 60 2.00 5.00 3.7254 94217 about product Valid N (listwise) 60 (Source: Statistic from interviewing customers) yi pl n ua al n va ll fu oi m at nh z z k jm ht vb om l.c gm an Lu n va ey t re th