THÔNG TIN TÀI LIỆU
TOPIC “IMPROVING SALES ABILITY OF STAFF OF NAM VIET TRADING INVESTMENT AND DEVELOPMENT JOINT STOCK COMPANY” COMMITTMENT I declare the dissertation "Improving sales ability of staff of Nam Viet Trading Investment and Development Joint Stock Company" is my independent work of research The figures in the dissertation and the references are truthful and originated clearly CONTENTS COMMITTMENT ii LIST OF ABBREVIATIONS LIST OF TABLES vii INTRODUCTION vi Urgency of the topic The objectives of study Objects and scopes of the study .2 Study methodology: 4.1 Data of the study 4.2 Study methodology: Dissertation structure .3 CHAPTER 1: THE BASIS THEORIES OF THE SALES ABILITY 1.1 Ability and ability model 1.1.1 Ability .4 1.1.2 Ability model Knowledge Figure 1 Ability model 1.2 The sales process 1.2.1 Exploration and looking for customers 1.2.2 Customer approach 1.2.3 Understanding customer needs 1.2.4 Product introduction 10 1.2.5 Convincing customers 11 1.2.6 Resolve customer objections .11 1.2.7 Sales and ending sales 12 1.2.8 Experience of withdrawal after sales 13 1.3 Determinants of sales ability .13 1.3.1 The external factors 13 1.3.2 Internal factors 14 1.4 International experience in the sales ability improvement 15 1.4.1 The experience of Wal-Mart (USA) 15 1.4.2 The experience of Pantaloon Retail Ltd (India) 17 CHAPTER 2: SALES ABILITY STATUS OF STAFF OF NAM VIET TRADING INVESTMENT AND DEVELOPMENT JOINT STOCK COMPANY 19 2.1 Overview of Nam Viet Trading Investment and Development Joint Stock Company .19 2.1.1 Formation development and history .19 2.1.2 Structure 21 2.1.3 Main business results in the period of 2012-2014 .23 2.2 Sales ability status of staff of Nam Viet Trading Investment and Development Joint Stock Company 25 2.2.1 Overview of sales staff of company 25 2.2.2 The sales process 28 2.3 General evaluation on the sales ability of staff of Nam Viet Trading Investment and Development Joint Stock Company 50 2.3.1 The advantages 50 2.3.2 The limits and causes 52 CHAPTER 3: SOME MAIN SOLUTIONS IN ORDER TO ENHANCE THE SALES ABILITY OF STAFF OF NAM VIET TRADING INVESTMENT AND DEVELOPMENT JOINT STOCK COMPANY 56 3.1 The company's development direction in the next time 56 3.1.1 The general development direction 56 3.1.2 Orientation with respect to the work of sales force management 57 3.2 The ability improvement solutions for the sales staff of the company in the next time .58 3.2.1 Complete the process of searching customer 58 3.2.2 Finish the step of customer approach 59 3.2.3 Strengthen ability of understanding customer needs 59 3.2.4 Improving product introduction ability 60 3.2.5 Improving ability to convince customers 62 3.2.6 Finishing of resolving customer objections 63 CONCLUSION 64 REFERENCE 66 APPENDICES 68 LIST OF ABBREVIATIONS ASEAN The Association of South-East Asian Nations AFTA ASEAN Free Trade Area WTO World Trade Organization LIST OF TABLES Table 1: The result of the company's business activities in the period of 2012-2014 Table 2: The structure of the Nam Viet company's sales force in the period of 2012-2014 Table 3: Customer search force of Nam Viet in the period of 2012-2014 Table 2.4: Investment costs for the company's customer search the period 2012-2014 Table 5: The average salary of employees seeking customers compared with the average wage of employees in the stage of 2012-2014 Table 6: Reviews about the staff of business in exploration, prospecting Table 7: Results reach customers of the period 2012-2014 Table 8: Review on the marketing staff for the stage of customer approach Table 9: Reviews of customers about understanding the customer needs of marketing staff of Nam Viet Table 10: Reviews of customers on the communication, consultant factor of the sales staff of Nam Viet Table 11: The number of staff is trained on knowledge Table 12: Reviews of customers on the ability of convincing customers of the sales staff Nam Viet company Table 13: Reviews of customers on the work of resolving customer objections Table 14: The number of customers using the company's products in the period of 2012-2014 Table 15: Reviews of customers on sales ability and sales end of sales staff of Nam Viet company LIST OF FIGUR Figure 1: Ability model Figure 2: Sales Process 2Y Figure 2: The situation of increasing sales force in Nam Viet company in the period of 2012-2014 Figure 3: The search methods are now applied in Vietnam Figure 4: The situation of increasing the amount of investment costs for the company's customer search in the period of 2012-2014 Figure 5: The method of approaching Nam Viet customer are applying now Figure 6: The synthesis error seen when approaching customers of Nam Viet until 2014 Figure 7: Synthesis of common errors when introducing the products of Nam Viet company's sales staff Figure 8: The situation of increasing investment costs for skill training to persuade customers for employees of company in the period of 2012-2014 Figure 9: The synthesis of customer's objections in the sales process Figure 10: The increase in satisfaction level of customer with attitudes and skills of the sales staff at the company in the period of 2012-2014 Figure 11: Reviews of customers on the style of sales staff of Nam Viet company Figure 12: Reviews of customer on complaint solve of Nam Viet company INTRODUCTION Urgency of the topic In the process of industrialization and modernization of the country with today's competitive market mechanism, human resources plays an important role for the development and existence of enterprises In order for rapid and sustainable development, enterprises should build up high quality human resources and policies for human resources development The management and the proper use of human resources after training consistent with the ability of each person for the particular job is a crucial factor to success of enterprises Therefore, the development of human labor in general, and human labor - is the sales force in commercial enterprises in particular has been more urgent than ever, especially in the situation of Vietnam integrating into ASEAN , AFTA and WTO, enterprises (DN) have to compete with not only domestic companies but also many foreign companies which have more experiences in the market economy To be able to compete successfully, investment in human resources development - sales force is an indispensable thing Aware of the importance of this factor, many enterprises have focused on the work of improving ability for sales staff However, besides the results achieved, this work still remains many inadequacies One of the major causes is the enterprise has not ever vision as well as the method of ability improvement for the sales team in a systematic way throughout the process of operations Nam Viet Trading Investment and Development Joint Stock Company is developing in terms of both quality and scale; however, the most difficult problem is the human labor especially the sales staff who have not had enough qualifications as well as essential skills leading sales revenue not to achieve as expected Derived from the real situation, and understanding of Nam Viet Trading Investment and Development Joint Stock Company, I would choose the topic "Improving sales ability of the staff of Nam Viet Trading Investment and Development Joint Stock Company" for my dissertation with the desire to give feasible practical solutions to ensure the company's sales team strong enough in terms of quantity and quality in order to overcome the harsh challenges of the market economy as increasingly deeper integration with the world economy The objectives of study The topic was implemented for the following objectives: - Basis theoretical system of ability and sales ability - Learning and assessing the status of the sales ability of the sales staff of Nam Viet Trading Investment and Development Joint Stock Company - Proposing primary solutions in order to improve the sales ability of sales staff of Nam Viet Trading Investment and Development Joint Stock Company Objects and scopes of the study - Objects of the study on sales ability are sales staff in the enterprise - Scopes of the study: + For space: in Nam Viet Trading Investment and Development Joint Stock Company +For time: historic data will be collected in the period of 2012 - 2014 and the proposals and recommendations will be made for next years Study methodology: 4.1 Data of the study The data used for analysis is the primary data and the secondary data 4.1.1 Primary data source - Primary data: Surveyed by questionnaires: E.g.: the company organizes to train on the product, market or organization for the sales force to join the courses on office computer to better serve for their work With the future sales force, the company will have the qualification requirements as well as higher experience E.g.: With a sales staff in the previous years, the company only requires to graduate from beginner level or upwards, from now, the company requires candidate must have the level from intermediate or upwards to meet the job requirements On treatment policy: to achieve the above targets for the sales force, the company builds a better incentive policy for the sales force Specifically, such as: Increasing the basic wage for sales team, increasing the annual, quarterly awards at the same time there are many other incentive regime for them 3.2 The ability improvement solutions for the sales staff of the company in the next time 3.2.1 Complete the process of searching customer Currently, the search process of customer retains to apply the methods that are simple and quite popular Next time, to improve the search process of customer, Nam Viet can apply to add the new customer search methods Update newspapers, weekly newspapers that is the endless source of contact information and can lead to significant sources of potential customer for Nam Viet Keep in mind the name of the individual, the organization, probably the winner of some awards, who has just opened by entrepreneur or someone simply can be a company's prospects Pay attention to the events that can create a potential market for Nam Viet Contact to the organizers of events and suggest using the product as well as the services of the company as the award in that event, in return, you will have a group of people to promote products or services of the company 58 Attend to meetings and workshops which the potential customer may joint If the sales staff still does not the relationship to sale, find out on newspapers to see what other organizations are holding events that can attract the market strategy of the company and participating in meetings, workshops 3.2.2 Finish the step of customer approach Customer database system will work better when being upgraded and contain more information about the customer such as: the project was implemented, the project duration, project management; reviews on the implemented percent, characteristics need to take note Directly send mail to current customers of the company as the brochure tables However, every day customers can get dozens of such messages and they feel no interest and nothing worth to watch The company can make a difference by sending customers to the ad content in the form of the documentary: including items such as introducing lively about company, market information and the funny story, the small game to relax tired after work The specific benefits that customer will remember the company more In addition to this form, the company may send to the customer via email, via the website The cost of disk copy is also near to the cost of printing the brochure Reaching customers through the website should also be attention, images and content of website are built richly basing on the contribution of creative ideas, and employees will attract the interest of the customer access 3.2.3 Strengthen ability of understanding customer needs To understanding process of customer needs is complete and has the best results, Nam Viet's sales staff needs to pay attention to the following: Previous research: Before meeting with customers, sales staff of company must learn to know as much as possible about customers Read the trading journals are relevant, read magazines published periodically, search for the article about the 59 product or industry of that customer in library, and read the economic times find out who is their competitor, the change of that customer and their principal concern Should consider the specific situation, rather than the sample cases: Do not see the customers with the ideas are prepared prior on the product that the company is distributing or will sell to them and how to sell them Sales staff can sell more products later by learning which factors lay in your business transactions are most important to your customers For example, even if you and your competitors sell the same product at the same price, your customers may be interest mostly to the method of payment, and another focuses on delivery, while others pay attention to the product warranty If you join in semi-product competition without finding out the factors, you will lose the opportunity to highlight them compared to the other competitors Listening: When calling to the customers, sales staff should collect information of the conversation That means you have to be quiet until the customer finishing answering your questions You should not interrupt but must wait for them finishing The more you let customer express point, the more you understand their problems better When you understand that, you can guarantee that your presentations are able to meet what they care about – and eventually you will succeed 3.2.4 Improving product introduction ability - Diversify the skills in training content, training sales staff In the current economy integration, before the competition between trading businesses increasingly acrimonious then it requires enterprises must improve ability for its sales force To achieve this, the skill to solve situations very important role So, the next time, the company should supplement this content into content of sales force training 60 Due to many difficulties in the investment costs for training activities, sales team training, in the next time, Nam Viet company can still maintain the form of using internal teachers, however, the teacher must join through the training on communication and some knowledge related to the market and customers in the professional training organizations Experienced teachers will gather the most common situations usually happen during the sales process, to build the most effective resolution The object are trained will serve as a basis for reference and apply in practice Current reality in the market as there are many training organizations with the training programs for lecturer cum teaching methods With a moderate investment costs, flexible time, may request the program design consistent with the needs and especially with modern teaching technology, the teaching staff and can become professional instructors in the field, Nam Viet may also use this solution in the context of financial difficulties today - Add content about market knowledge in the training process: the knowledge of this market consists of the needs, tastes of customers, of many different customers, the development trend of the area where Nam Viet is in business especially the competitive products and the competitive advantage of the company's product distribution understand and know how to apply this knowledge in practical influence to decide the customer's purchase In addition, from the specific products that Nam Viet is mostly distributing equipment and machinery to serve mining, often have technical requirements as well as the relatively rigorous warranty Of course the technical requirements to be fulfilled by the Engineering Department to guide customers, but the sales staff should also be equipped with simple and essential knowledge to be able to basically introduce to customers, rather than be dependent entirely on the technical department 61 Currently, with the unit's financial situation has not really satisfactory, there are not many conditions for investment for ability development activities, the level of sales force should the ability to hire experts on the market to direct teaching is very difficult To overcome this problem, the Board of Directors can actively organize on-site training sessions and activities of the unit, under the teaching and direct exchanges of staff from marketing companies The lecturer has the advantage is experience, enthusiasm, understanding the operations of the company, but they have not been trained in a professional way, pedagogical So it also needs to build the standard system for internal trainers and internal training materials Here is the solution just to save the cost of training, has contributed to the consolidation of solidarity and sticking out of the business 3.2.5 Improving ability to convince customers Training the sales staff on understanding the principles in the process of convincing the customer - The principle of trust: Often, people are listening to the advice of the experts Sales staff needs to demonstrate proficiency in and understanding of the problem which they are talking The listener will not notice to sales staff, if customer does not itself demonstrate that However, only the erudite alone were not enough, the salesman also need to be honest They can manifest the sincerity in the way that great entrepreneurs often do: before the presentation of the most powerful arguments in favor of a product/service, they usually mention a weakness or difficulty they are having This gives them a powerful moderate image, just honest Immediately after you admit weakness is when you need to emphasize your key argument - The principle of unanimity People in general tend to imitate each other "We decided our actions through the review of things that other people want us to in that situation," Cialdini says, 62 or more simply stated, we often guess the thoughts of the others to act Then ourselves who apply the sales staff that features while communicating with people who are about to become their customer, and use the existing customers along with their relationship as the effective communication channel for its services are distributed - The principle of love "We love the people who love us," Cialdini explains "We often agreed with the people we love" However, this does not mean that the sales staff have to make customers love them, but instead they should love you more customer "They want a counselor know how to love them, so they feel reassured And when they feel assured, they will easily say yes " 3.2.6 Finishing of resolving customer objections How to handle rejection of purchase of the customer effectively is the question of a lot of sales staff Staff sales of business also need to be basic skills training to break through this barrier - For the customer opposes directly: sales staff must have sales skills which are professional to respond flexibly to customer before First of all, the needs to provide more data to better understand buyers This is a dangerous method is susceptible to the buyer when the reaction was wrong So, customers are extremely calm, confident and convinced customer, at the same time, must have the utmost attitude, not a bridge raised both guys - For customers of indirect objections: The objections of customers are totally unfounded but also several irrational Meanwhile, the needs to recognize the true then search the customer agree on the irrational Level of success depends on the mentality of the people communicating 63 - Proven benefits for customers: Customers often stated the product has features no higher than other products but the price higher again Meanwhile, it should prove effective and specific interests - Prove products: When customers compare the customer's products with other competitive products, stating the advantages of his product Need perseverance explained by the very convincing arguments - Analyze the pros cons of the opponent: Use these strengths to the cons of the product himself compared to competitive products If guests are not interested strengths of the product, then search for other products CONCLUSION Sales management activities in general and the issue of ability for sales staff in particular in Vietnam business retains many weaknesses about the level and technology not yet motivated to compete effectively and so could not compete with foreign businesses with financial resources and innovative sales methods both on the scale international and domestic markets The strong competition from foreign businesses that Vietnam's economy deeper integration into the world economy requires businesses to Vietnam must renew the sales methods and improve sales management activities Reviews the role as well as the importance of the sales staff for the development of the company, the author has made the subject "Improving sales ability of staff of Nam Viet Trading Investment and Development Joint Stock Company" and has achieved a certain number of results, namely: - The first is a systematic knowledge of the basic arguments about the ability, the ability of the sales staff in general, and learn some practical experience on strengthening the sales team 64 - On the basis of the above reasoning knowledge the author has applied to analyze the reality of ability sales staffs of the company commercial investment and development of Nam Viet; given these considerations, evaluation of the results achieved, the face is still limited in ability development of staff of the company's sales in recent years - Finally, the author has built and proposed solutions aimed at strengthening the sales team our company Nam Viet in the coming time The solutions towards a number of issues related to the steps of the sales process To these solutions are implemented effectively, not just the effort from the corporate leaders themselves but also need the coordination of efforts, a team of sales staff of Nam Viet The subject has achieved the goals of research proposed by the song the study was done on the range of space and time is quite wide, while the statistics system is not consistent and ongoing Thus, despite many attempts to complete but the content topics are also flawed, limited Author is looking forward to receiving the comments of the experts, the teachers to continue to improve and further develop his/her research REFERENCE 65 Nam Viet Trading Investment and Development Joint Stock Company (2012), Report on the results of business activities Nam Viet Trading Investment and Development Joint Stock Company (2013), Report on the results of business activities Nam Viet Trading Investment and Development Joint Stock Company (2014), Report on the results of business activities Tran Kim Dung 2007, Human resource management, Education Publisher, Hanoi Tran Dinh Hai, 2008, Skill and sales management, Statistic Publisher, Hanoi Pham Thi Thu Huong, 2005, Business and sales management, Statistic Publisher, Hanoi, Hanoi J Calvin, 2004, art on sales management, Youth Publisher, Ho Chi Minh City Jeffrey Gitomer 2009, Scripture on art sales, social labor Publisher, Hanoi Jamers M 2005, sales management, Youth Publisher, Ho Chi Minh City 10 Philip Kotler 2002,Marketing management, Statistic Publisher, Hanoi 11 Dr Ha Nam Khanh 2010, Sales management - Is sales team good, Statistic Publisher, Hanoi 12 Kotler 2007, discuss on marketing, Youth Publisher, Ho Chi Minh City 13 Martin Hilb 2003, Overall personnel management, Statistic Publisher, Hanoi 14 Harold Koontz, Cyril Odonnell, Heinz Weihrich 1999, The crucial problems of managemen, Science-technology Publisher, Hanoi 66 15 Cao, Thanh Phong 2005, Composition “A study of Credit Officers’ competencies in Lending Private SMEs in Hanoi – Implications for Training progams Development”, E – MBA2, NEU Business School 16 Christian Batal 2002, Human resources management in the public sector, National politics Publisher, Hanoi 17 William P.Anthony 1996, Strategic human resource management 18 R.Wayne - Mondy 2001, Personnel management of Human resource, Boston Allyn 19 Bernard Wynne, David Stringer 1997, A Competency Based Approach to Training and Development Pitman Publishing (London, UK) 20 William B.Wether 1998, Personnel management – The management of human resource, Wm C.Brow Publishers 21 Institute of Linguistics 2006, Vietnamese dictionary, Da Nang Publisher, Da Nang APPENDICES 67 QUESTIONNAIRE OF CUSTOMER REVIEWS ON THE WORKING STYLE OF THE SLAES STAFF OF NAM VIET TRADING INVESTMENT AND DEVELOPMENT JOINT STOCK COMPANY Respondents: the customers who use the company's products QUANTITIES: 108 customers The number of collecting votes: 103 votes The number of valid votes: 100 votes Currently, I am making the topic: "Improving sales ability of staff of Nam Viet Trading Investment and Development Joint Stock Company", I looking forward to receive the assistance of the customer by saying your comments on the questionnaire below I General information: Customer Name Address: II Survey content Please indicate your opinion about some contents related to the sales process of the sales staff of Nam Viet Trading Investment and Development Joint Stock Company Your reviews on the work of searching customer of sales staff in Nam Viet Company? Criteria Good 68 Average Weak The knowledge of the staff of the company business is rich, full Skills, customer search method, logical science The attitude and style of searching customer are professional Your reviews on the work of customer approach of sales staff in Nam Viet Company Criteria Good Average Weak Knowledge and information on customer are in full Customer approach skill is good Style of customer approach is professional Your reviews on the work of understanding customer needs of sales staff in Nam Viet Company Criteria Good Average Weak Company's marketing staff knows well customer needs Skill of understanding customer demand is good Method of finding out the needs of customers is diverse, reasonable Your reviews on ability of communication and consultation of products of sales staff in Nam Viet 69 The ability of communication is well, understanding well product characteristics Normal The ability of communicating is weak, not yet aware of all the product characteristics Your reviews on ability of the ability of convincing customer of the staff of Nam Viet Company? Criteria Good Average Weak The method of rational persuasion, complying with each customer object Good persuasion skills The enthusiastic persuasion attitude Your reviews on the work of resolving customer objections of sales staff in Nam Viet Very dissatisfied Not satisfied Satisfied Veryofsatisfied Reviews you about the sales ability and the sales end of the staff of the company business Nam Viet ? Criteria Good Reasonable sales methods, in accordance with each customer object 70 Average Weak Sales skills and sales end are good Staff's style when sales and sales end Reviews of you on the work experience withdrawal after the sale of the business staff of the company Nam Viet? Criteria Good Average Weak The method of experience withdrawal after sales, suitable to each customer object Skill of experience withdrawal after sales is good The attitude of experience withdrawal Comment on the working style of the sales staff of Nam Viet company? Professional Quite professional Normal Not professional 10 How are the customer's complaints related to the work of sales in Nam Viet Company resolved? Immediate resolution Late resolution No satisfactory resolution Do not settle 71 Sincerely thank your cooperation! 72 ... five members Each member of Board of Management has a maximum term of years and can be re-elected at the next shareholders meeting The orientation of policies exist and development to implement... activities of enterprise Because the ultimate goal of every business is consumed in order to generate revenue, improve profitability The identification of the needs of customers from the market would... 1.2 The sales process For every enterprise, it depends on the particularities of different business activities to give the different sales process, however in general sales process currently consists
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