TECHNOLOGY APPLICATION IN SALES

TECHNOLOGY APPLICATION IN SALES

DECLARATION I declare that this thesis is an original report of my research, has been written by me and has not been submitted for any previous degree The experimental work is almost entirely my own work; the collaborative contributions have been indicated clearly and acknowledged Due references have been provided on all supporting literatures and resources I declare that this thesis was composed by myself, that the work contained here in is my own except where explicitly stated otherwise in the text, and that this work has not been submitted for any other degree or professional qualification Student’s signature ACKNOWLEDGEMENT I would first like to thank my thesis advisor [title] [Name Surname] of the [School / Faculty name] at [University name] The door to Prof [Last name] office was always open whenever I ran into a trouble spot or had a question about my research or writing He/She consistently allowed this paper to be my own work, but steered me in the right the direction whenever he thought I needed it I would also like to thank the experts who were involved in the validation survey for this research project: [List professional Titles, Name and Surnames of the experts who participated/contributed] Without their passionate participation and input, the validation survey could not have been successfully conducted I would also like to acknowledge [title] [Name Surname] of the [School / Faculty name] at [University name] as the second reader of this thesis, and I am gratefully indebted to his/her for his/her very valuable comments on this thesis Finally, I must express my very profound gratitude to my parents and to my [partner, spouse, girl/boyfriend] for providing me with unfailing support and continuous encouragement throughout my years of study and through the process of researching and writing this thesis This accomplishment would not have been possible without them Thank you Author [Name Surname] INTRODUCTION Problematic In the technology times nowadays, the application of technology to the enterprise will improve the production process faster, improve the quality of the product, strengthen, maintain and expand the market share of the product; to diversify product designs, improve working conditions and time, improve the safety of production for people and equipment, and reduce negative impacts on the environment Especially in the market economy, companies with high competitiveness, so any company that owns the technology will have a very competitive advantage compared to other companies Application the technology in to the Sales process will help all the department in the company easier to find and manage the all information of the customers The sales process should be systematized in modern software to reduce execution time and increase accuracy to increase satisfaction of customers and reputation of the company It also increases productivity in other things like marketing or after-sales customer care because the software will reduce work time For those reasons stated above, I decided choose the topic “Technology application in Sales service at PHU MAN Trading Service Joint Stock Company” for my thesis I think the company should consider and apply the technology to the sales department as soon as possible Purpose of the research: Analyzes and evaluate the performance of the current sales system in the retail customers part of Phu Man Co.,Ltd Suggest some improvements in sales process to enhance sales team performance The research’s scope: Place : Thu Duc district , HCM city Time : From March to May (2 months ) Research methodologies: Desk research : Collect Sales data from sales department to evaluate to effiency of sales team over time Quanlitative : Interview the feed back of the employees (5 – 10 people ) to evaluate the current effectiveness of the sales system Case study : Analyze and compare the sales system with the competitors about the process and the time that finished the product CHAPTER : THEORETICAL BACKGROUND 1.1 Main concept 1.1.1 Definition Sales is activity related to selling or the amount of goods or services sold in a given time period The seller or the provider of the goods or services completes a sale in response to an acquisition, appropriation, requisition or a direct interaction with the buyer at the point of sale There is a passing of title (property or ownership) of the item, and the settlement of a price, in which agreement is reached on a price for which transfer of ownership of the item will occur The seller, not the purchasergenerally executes the sale and it may be completed prior to the obligation of payment In the case of indirect interaction, a person who sells goods or service on behalf of the owner is known as a salesman or saleswoman or salesperson, but this often refers to someone selling goods in a store/shop, in which case other terms are also common, including salesclerk, shop assistant, and retail clerk In common law countries, sales are governed generally by the common law and commercial codes In the United States, the laws governing sales of goods are somewhat uniform to the extent that most jurisdictions have adopted Article of the Uniform Commercial Code, albeit with some non-uniform variations A person or organization expressing an interest in acquiring the offered item of value is referred to as a potential buyer, prospective customer or prospect Buying and selling are understood to be two sides of the same "coin" or transaction Both seller and buyer engage in a process of negotiation to consummate the exchange of values The exchange, or selling, process has implied rules and identifiable stages It is implied that the selling process will proceed fairly and ethically so that the parties end up nearly equally rewarded The stages of selling, and buying, involve getting acquainted, assessing each party's need for the other's item of value, and determining if the values to be exchanged are equivalent or nearly so, or, in buyer's terms, "worth the price" Sometimes, sellers have to use their own experiences when selling products with appropriate discounts From a management viewpoint it is thought of as a part of marketing, although the skills required are different Sales often forms a separate grouping in a corporate structure, employing separate specialist operatives known as salespersons (singular: salesperson) Selling is considered by many to be a sort of persuading"art" Contrary to popular belief, the methodological approach of selling refers to a systematic process of repetitive and measurable milestones, by which a salesman relates his or her offering of a product or service in return enabling the buyer to achieve their goal in an economic way While the sales process refers to a systematic process of repetitive and measurable milestones, the definition of the selling is somewhat ambiguous due to the close nature of advertising, promotion, public relations, and direct marketing Selling is the profession-wide term, much like marketing defines a profession Recently, attempts have been made to clearly understand who is in the sales profession, and who is not There are many articles looking at marketing, advertising, promotions, and even public relations as ways to create a unique transaction Two common terms used to describe a salesperson are "Farmer" and "Hunter" The reality is that most professional sales people have a little of both A hunter is often associated with aggressive personalities who use aggressive sales technique In terms of sales methodology a hunter refers to a person whose focus is on bringing in and closing deals This process is called "sales capturing" An example is a commodity sale such as a long distance sales person, shoe sales person and to a degree a car sales person Their job is to find and convert buyers A sales farmer is someone who creates sales demand by activities that directly influence and alter the buying process Many believe that the focus of selling is on the human agents involved in the exchange between buyer and seller Effective selling also requires a systems approach, at minimum involving roles that sell, enable selling, and develop sales capabilities Selling also involves salespeople who possess a specific set of sales skills and the knowledge required to facilitate the exchange of value between buyers and sellers that is unique from marketing, advertising, etc Within these three tenets, the following definition of professional selling is offered by the American Society for Training and Development (ASTD): Team selling is one way to influence sales Team selling is "a group of people representing the sales department and other functional areas in the firm, such as finance, production, and research and development" (Spiro) Team selling came about in the 1990s through total quality management (TQM) TQM occurs when companies work to improve their customer satisfaction by constantly improving all of their operations Sales and marketing alignment and integration: Another area of discussion involves the need for alignment and integration of corporate sales and marketing functions According to a report from the Chief Marketing Officer (CMO) Council, only 40 percent of companies have formal programs, systems or processes in place to align and integrate the two critical functions Traditionally, these two functions, as referenced above, have operated separately, left in siloed areas of tactical responsibility Glen Petersen's book The Profit MaximizationParadox sees the changes in the competitive landscape between the 1950s and the time of writing as so dramatic that the complexity of choice, price and opportunities for the customer forced this seemingly simple and integrated relationship between sales and marketing to change forever Petersen goes on to highlight that salespeople spend approximately 40 percent of their time preparing customer-facing deliverables while leveraging less than 50 percent of the materials created by marketing, adding to perceptions that marketing is out of touch with the customer and that sales is resistant to messaging and strategy Sales agents Agents in the sales process can represent either of two parties in the sales process; for example: Sales broker, seller agency, seller agent, seller representative: This is a traditional role where the salesman represents a person or company on the selling end of a deal Buyers broker or Buyer brokerage: This is where the salesman represents the consumer making the purchase This is most often applied in large transactions Disclosed dual agent: This is where the salesman represents both parties in the sale and acts as a mediator for the transaction The role of the salesman here is to oversee that both parties receive an honest and fair deal, and is responsible to both Transaction broker: This is where the salesperson represents neither party but handles the transaction only The seller owes no responsibility to either party getting a fair or honest deal, just that all of the papers are handled properly Sales outsourcing involves direct branded representation where the sales representatives are recruited, hired, and managed by an external entity but hold quotas, represent themselves as the brand of the client, and report all activities (through their own sales management channels) back to the client It is akin to a virtual extension of a sales force (see sales outsourcing) Sales managers aim to implement various sales strategies and management techniques in order to facilitate improved profits and increased sales volume They are also responsible for coordinating the sales and marketing department as well as oversight concerning the fair and honest execution of the sales process by their agents Salesperson: The primary function of professional salespeople is to generate and close business resulting in revenue The sales person will accomplish their primary function through a variety of means including phone calls, email, social media, networking, and cold calling The primary objective of the successful salesperson is to find the consumers to sell to Sales is often referred to as a "numbers game" because a general law of averages and pattern of successful closing of business will emerge through heightened sales activity These activities include but are not limited to: locating prospects, fostering relationships with prospects, building trust with future clients, identifying and filling needs of consumers, and therefore turning prospective customers into actual ones Many tools are used by successful salespeople, the most important of which is questioning which can be defined as a series of questions and resulting answers allowing the salesperson to understand a customer's goals and requirements relevant to the product The creation of value or perceived value is the result of taking the information gathered, analyzing the goals and needs of the prospective customer and leveraging the products or services the salesperson's firm represents or sells in a way that most effectively achieves the prospective clients goals or suits their needs Effective salespeople will package their offering and present their proposed solution in a way that leads the prospective customer to the conclusion that they acquire the solution, resulting in revenue and profit for the salesperson and the organization they represent Internet Sales Professionals: These people are primarily responsible for ensuring immediate response to the leads generated via social media, website or email campaigns Inside sales vs outside sales: In the United States, the Fair Labor Standards Act defines outside sales representatives as "employees [who] sell their employer's products, services, or facilities to customers away from their employer's place(s) of business, in general, either at the customer's place of business or by selling door-to-door at the customer's home" while defining those who work "from the employer's location" as inside sales Inside sales generally involves attempting to close business primarily over the phone via telemarketing, while outside sales (or "field" sales) will usually involve initial phone work to book sales calls at the potential buyer's location to attempt to close the deal in person Some companies have an inside sales department that works with outside representatives and book their appointments for them Inside sales sometimes refers to upselling to existing customer 1.2.3 Role In any organisation, the sales department plays a pivotal role in the success of the business The unique and important role of sales is to bridge the gap between the potential customer’s needs and the products/services that the organisation offers that can fulfil their needs Here are some of the key ways in which sales impact the organisation’s success: Sales Lead Conversions As mentioned before, salespeople bridge the gap between customer needs and the product/service that fulfils that need Often, salespeople are dealing with already warmed up prospects who have an existing awareness of the company through marketing and advertising efforts, and it’s the job of the salesperson to close the deal by introducing further information and helping the customer make those connections Because salespeople interact directly with the potential customer, they have the advantage of being able to glean personal knowledge that will aid them in delivering their sales pitch and tailoring their offerings to their audience This is often an attractive aspect for customers, as they may view the salesperson as the expert, which builds credibility and therefore trust Business Growth Sales play a key role in the building of loyalty and trust between customer and business Trust and loyalty are the main reasons why a customer would choose to recommend your company to a friend or family member, or write a great review of your product or service online Recommendations and reviews have always been valued by prospects and customers, as they come from a third party and the perception is that the reviews and recommendations are independent of the seller and therefore carry more credibility In the digital age, they are extremely influential, due to the reach and power of social media and online media During sales interactions, encouraging the customer to recommend a friend or give positive feedback can have an impact on the growth of the business through increased brand awareness and sales Customer Retention Selling is a personal interaction between one human and another, which is a powerful thing Never under estimate the personal connection between two people, and the potential effect this can have on your brand’s reputation Excellent salespeople are those that not only make the sale, but create a long-lasting impact on the customer Long term customer relationships lead to repeat custom, referrals and increase the brand’s reputation by word of mouth 2.6.1.3 Supervising salespeople In general, the sales force knows how to use their time effectively after a short time they work They use rather effectively the time-and-duty-analysis by using phones and emails instead of travelling, simplifying record-keeping forms to supply more and better information to the customers This helps a lot in enhancing the sales activities of the company However, the motivation from the company not have enough strength to encourage them their best Following the theory of Principles of Marketing, three subfactors will be analyzed to see the shortcoming of the company in motivating salespeople, which are organization climate, sales quotas, and positive incentives * Organization climate The company is a business with small number of employees while the workload is quite large, so the employees and the sales force have many opportunities to perform and show their ability within the company However, they not take advantage of those opportunities; even they are very indifferent to them One salesperson who was asked about the reason why she did not try her best when her ability allowed her to it answered the only reason was that she did not receive any good treatment from the management although she ever tried her best to make money for the company This kind of behaviour reflects the fact of treatment from the supervisor that does not satisfy the expectation of the employees An ideal manager is the person who can act as many characters at different times such as salesperson’s boss, companion, coach, and confessor as mentioned in Principles of Marketing textbook The manager in The company acts purely as a boss, who only knows the result of the work without caring spiritual life of the whole company The sales force does not get any encouragement from the management and it results in shortage of motivation and passion to their work This disadvantageous factor indirectly effects on the sales activities through the motivation of the sales force from the management * Sales quotas The management of all the companies also set the higher sales quotas than sales forecast to encourage their sales force to give their best effort The company is not an exception In the plan for each week, the quotas are often set at the high level such as two most significant quotas: - The number of trainers approached at the first time: 100 – 150 - The number of trainers signing the contract of using services: – It is obvious that one salesperson can not follow up these quotas fluently from week to week since the limitation of trainers in the market does not allow salespeople exploit forever and contracts cannot be signed in one or two days, but a process The manager clearly understands this difficulty, but such high quotas are still set to encourage the sales force to follow up Yet, at times, it brings unexpected results from the salespeople When they try their best to complete the quotas but the result is always lower than what they must reach, then they feel exhausted, weary and stressful, which brings badness to their spirit and performance in sales activities * Positive incentives The company sometimes makes parties for the whole company to sit together, chatting about things different the work on several occasions When one employee get sick, he or she will gets the allowance of two hundred thousand VND from the management Although the money value is not considering, the sales force feel encouraged and consoled, which partly offsets their effort However, it is not really enough for the expectation of the sales force of the company The management had better give more incentives to the salespeople if he wants sales activities to develop further 2.6.3 The shortcomings in the process of selling In theory, the general selling process includes seven steps as following: Step – Prospecting and Qualifying Step – Pre-approach Step – Approach Step – Presentation and Demonstration Step – Handling Objections Step - Closing Step – Follow up This process is also applied to the sales activities at the website www.khoadaotao.vn The report will analyze each step in the situation of the website www.khoadaotao.vn and find out the shortcomings in several steps, which affect the whole process * Step – Prospecting and Qualifying The website www.khoadaotao.vn is the website that provides services of online advertising to the trainers who want to advertise their training courses and to attract the learners The task of the sales force is to sell as many services as possible and the potential customers are defined to be these trainers mentioned above However, a customer is summarily qualified through their location and special needs when its name is found somewhere on the magazines, newspapers, which is not enough to qualify a potential customer All the names of trainers are considers as potential customers of the website and the greeting emails in the next steps will be sent to all kinds of trainers without filtering The advantage of this is that the sales person can cover all the customers without missing out any, which means the opportunities to sell are higher However, when the salesperson does not find the information to qualify the customers, it results in wrong strategies later, which may wreck all the process * Step – Pre-approach After defining the qualified potential customers, the salesperson continues to look for the information of the customers he or she tends to approach by access the website of customers or the information of customer on the website of Phu Mam’s competitors For example, the competitors of the website www.khoadaotao.vn are www.hieuhoc.vn, www.lichkhaigiang.vn, or www.hocgi-odau.vn… Like www.khoadaotao.vn, these webs have the services of introduction of trainers These services allow the trainers to registry and upload the information about the trainer to broadcast the brand The sales force of www.khoadaotao.vn can find the necessary information about the trainers in the list on these competitors For the customers who are not in the list of the competitors, the information can be found in its website and other websites, which write about it However, the sales force just stops at finding characteristics and styles of customers via Internet There are many other ways to decide the best approach such as a personal visit, a phone call, or a letter, which are not carried out by the sales force They not have enough time to write a letter or make a personal visit The main reason for this passiveness is the overload of work for all the salespeople, who must be responsible for many fields simultaneously * Step – Approach The most common approach method used in business of the company is via email and phone calls at times Emails are taken thoroughly advantages to approach the customers However, the form of the greeting email is not flexible One form of greeting if used from time to time, from customer to customer without changing to fit types and business styles of each customer For example, the website has two main types of customers, who are skill training trainers and vocational training trainers In the first one, there are many sub-types such as soft skill training trainers, English trainers, professional selling skill trainers, etc, and so does the second one One form of greeting email is used to send to all kinds of customers – trainers Each type of customer has his or her own characters and needs and they should be classified and grouped together However, the salesperson forgets this detail , which leads to the fact that different trainers in differently fields are put on the same par If they get the greeting email from the company’s salesperson, they may feel that they are not paid attention, which results in their ignorance On the other hands, the sales force knows the effectiveness of phones in approaching but they not apply this way to their sales activities They just use phones as a tool to confirm whether the greeting email has been delivered to the customer or not, which wastes a potential ability to take opportunities of business * Step – Presentation and Demonstration The situation of human resources for the website www.khoadaotao.vn is not stable, the number of sales force who come and go always changes Thus, the time one salesperson working for the website is not long enough for them to have deep understanding about the services Then, one problem is raised when the customers wonder about one of the services they want to use, the sales force cannot help them timely or properly This drops customers’ belief in the services of the website According to the observation in three months at Phu Mam with sales activity at www.khoadaotao.vn, the result shows that the customers called many times to ask about the services but the sales force could not satisfy them, which made them confused and annoyed However, demonstration aids are rather adequate such as slides, flip charts or booklets, which are prepared for enhancing selling Yet, the salespeople not often use these aids to show the information and achievement of the company and the website as well The customers cannot see what the website does, what the website has achieved It is certain that their belief is not reinforced If the aids are combined with good presentation, sales activities will be considerably improved * Step – Handling Objections In the process of selling, the salespeople often handle the objections from the customers such as the service prices between www.khoadaotao.vn and other competitors, the promotion and discount for long run, or the difficulty in payment method, etc These objections are usually handled quickly to help the customers as good as possible In addition, the information around the things the customers are wondering is provided to them so that they have the exact understanding about the service * Step – Closing The step of handling the objections is well done and this often makes the customers pleased However, when the opportunities to close sales come, the salespeople not know take it to close it by a contract They not recognize the closing signals from the trainers, so the trainers are not cared to come to a contract Let us see the real story in March 2017 to see the weakness of the sales force in this step In the early March, The school of training high-ranking personnel Pioneer asked for a price list of the online advertising service at the website www.khoadaotao.vn They wondered about the policy and the discount when they used the long-term service in one year All the information came to Pioneer easily from the salesperson of the company, which made the customer pleased Then, Pioneer gives other positive signals to the sales person of the company such as asking about payment method, terms in the contract, the validity of the contract Yet, the salesperson did not have any more action to care the customer, such as sending email, making phone calls, convincing and pinching the customers in order to close the sale because she did not realize those good signals from Pioneer At that time, the contract of thirty million VND was gone in front of their eyes That is the memorable lesson for her and for the whole sales force in the company * Step – Follow-up After closing the sale, the salesperson carries out the responsibility to care the customers before carrying out the terms in the contract such as reconfirming the purchase terms on phone or email, sending email of thanks, taking the opinions about the services When the customer raises any question about the service, the salesperson will make the adjustment to balance the expectation of the customer and the right of the website However, the customers often use the services of the website one time and not keep their use in the second time The sales force often fails to convince the customers to repeat the businesses because the after sales service does not please the customers After the contract is signed and the services are triggered on the website, the customer is often forgotten without receiving any caring email or call from the salesperson or customer caring staff The after sale service is very important to the selling process If the salesperson does not follow this step well, the business will collapse soon 2.7 Technology application in sales process 2.7.1 Current sales process Nowadays, Internet is more and more developing, it is becoming the essential part of life and business, and much profit is gained from the Internet The company also earns money by doing business through the website www.khoadaotao.vn They sell services of online advertising to the trainers who have needs of broadcasting their brand and advertising their training course Therefore, it is not impossible to apply Internet marketing strategies to their business However, Internet marketing has not taken advantage effectively, which affects the business In the past time, not many people who visited the website www.khoadaotao.vn found it was unattractive and wordy appearance of the website, the search engine was old and did not satisfy the searching needs of the visitors After improving by applying Internet marketing method by changing the appearance of the web, renewing applications to facilitate visitor to find out the information they need, the number of visitors considerably increase The trainers saw the potential opportunities to broadcast their brand when they look at the development of the website and the successful number of visitor is increasing This attracts trainers to purchase the online advertising services on the website The most significant change in the website that makes it different from the other websites is the Electronic Library, in which many documents in many fields from different sources are uploaded The visitors can register, sign in to download them in order to get the book they need In addition, the visitors also get the experience in study and career in the section of Experience Sharing Especially, the searching engine classifies the list of trainers, the list of training courses in categories, which is convenient for the learners who seek for the information of the training courses and the educators The website seems to be excellent and successful if we are in the position of visitors However, if we observe and study the internal running, it is not as good as its appearance In the kind of business, Information Technology (IT) person plays an important role in security and fluency of the website’s operation while there are many potential acts of sabotage from the competitors However, so far, there have been times the website is blocked by hackers due to the subjective feeling of IT person Each time of being blocked, it takes much of time to recover the website from paralyzing Moreover, the quality of Internet connection speed is not good and fast enough because it has not been focused to invest and improve These technical problems play a major part to the discontinuation of the website running, which wastes much money of the company In addition, the service prices of the website are not competitive The fee for advertising is always higher and non-negotiable in comparison with the price list of the other websites This price list has been applied since the first January 2009 without changing up to now The company has come up with many strategies to attract using from the customers but there has been no strategy related to fee and discount for advertising The company and the customers often negotiate the price and the result is that the customers leave in failure position and no contract is signed In conclusion, sales activities of the website www.khoadaotao.vn and Phu Mam encounter many problems of human resources management such as training, compensating, supervising and evaluating the sales people In addition, the process of selling has not been complete yet with many drawbacks in each step Another problem is the applying the Internet marketing to the business, which have not developed as strongly as expected The company should solve these problems as soon as possible to make sure the fluency and effect of sales activities at the website www.khoadaotao.vn and the whole company 2.7.2 Evaluate and analyze the performance of current sales process Advantage The process of selling in detail, full process Demonstrate clearly the technical parameters, profitability of the product and delivery time New employees are supported, training in terms of knowledge and basic skills required to complete a full sales process All procedures, papers, and proposals are handled by 90% of the sales staff, so it is easy to manage the process accurately Disadvantage For new employees to acquire and learn the basic knowledge and skills takes quite a long time to be able to sell cars The training time for new employees takes about to months to get results because the product information system and marketing methods are difficult to bring immediate effects because the product characteristics are complicated Buyers need to have time to think and to make the final decision There are so many unnecessary paperwork and procedures All papers are handwritten, so there are occasional errors Nowadays, in the technological age, many companies are adopting ERP software (Enterprise resource Planning), a technology application model information on business operations management, data collection, storage, analysis of the interpretation) to apply to the sales process also process customer data management to limit the issue of errors, also this is to ensure the progress of the contract and the delivery time There is no software management system for customers who have signed contracts so sales staff can up the information of that customers into the system to manage it easier All paperwork is done by sales staff, which limits the time spent selling and marketing Putting the pressure on time and work of the sales staff increased greatly, it is difficult to exploit the potential sales staff There is no unified marketing system or specific marketing department, every employee has a different marketing method, so it is difficult to know which method is effective for the company to invest in that marketing methods Management has many difficulties in managing marketing information on the web as well as because each salesman is also a marketing staff so sometimes the price of each employee's product is posted on a different price It makes the customers feel confusing about the information on the internet 2.8 Technology application across multiple stake holder 2.8.1 Toward customer service 2.8.2 Toward supplier Summary of chapter The company still has some competitive advantages compared to the newly established companies in the Vietnamese truck market so the company has to focus on developing those competitive advantages so as not to lose market share However, the company is still facing many limitations in terms of management, information management, data, software has not updated so that it can grow faster and stronger CHAPTER 3: SOLUTION AND SUGGESTION 3.1 Suggestion about the Order Fulfillment time 3.1.1 Suggest applying technology to manage sellers E-marketing is considered as the foundation for online advertising business Basically, the website www.khoadaotao.vn has a good foundation for their business They need to improve their drawback in using the techniques to build and develop the website by updating new applying technologies such as search engines, smart tools and put them into execution, which facilitates the customers to use The website www.khoadaotao.vn sells online advertising services on itself and it needs broadcasting the brand Khoadaotao as well In turn, the website finds out the way to spread its name The website can use social networks as cheap but effective tools to coradcast the name They are www.facebook.com, www.360plus.yahoo.com, www.picasa.google.com, etc One of the important factors affecting the business decision of the customer is the price and discount policy The website should be more flexible in negotiating the price with the customers They should lose some of money rather than lose one customer because when a customer is lost, many other customers are lost as well The company had better offer the discount programs on special occasions to call attention of customers 3.1.2 Suggest applying technology to the sales process In general, the sales process follows the steps of selling process rather properly However, when going into detail, many problems reveals in each step In order to succeed in building a standard process of selling, they should pay more attention in detail to correct the false they are encountering They are: - Defining and qualifying the potential customers: Not all the trainers are the potential customers of the website www.khoadaotao.vn,; therefore, the salespeople should be define the customers by seeking the information related to the them to have the understanding about the customer they tend to approach - Finding out as many approaching ways as possible: The trainers are in everywhere, so the salespeople cannot know all of them if they just sit in front of the computer connecting to the Internet They should combine the major method – emails – sensitively with other methods such as phone call, personal visits, chatting, make an appointment, etc It will be much more effective than exchanging via email only - Well preparing all the documents before providing information to the customers and taking advantage of demonstration aids of the company: This require the sales force to be clear about the feature of the online advertising services at the website They should estimate the spring situations in advance to be active with the consideration of the customers Besides, the demonstration aids are available for approaching customers, so the salespeople should utilize what they have to push their sales activities The company can also collect all the videos and pictures, making CDs to send the customers They can more understand without much of explanation from the salespeople - Being sensitive in realizing the closing signals from the customers: This is the important in the process When the salespeople get the positive signals from the trainers, they should care the customers and persuade them come to the contracts before they rethink and refuse to use the services However, that the contract is signed is not a complete success because at this time, the money is not really in the hand of the company - Improving the after sales service to attract the business repetition of the customers: The salespeople should send letter of thanks, make visits or phone calls to affirm the existence and caring of the company Finding potential customers in the list of familiar trainers is much easier than the completely ones Therefore, the salespeople should know how to utilize these familiar customers and convince them to repeat business These recommendations above are just ideas for building the standard process of selling applied to the situation of The company and the website www.khoadaotao.vn However, selling is an art and the salesperson is an artist The artist should find out his or her own way beside the official form to master his or her business 3.1.3 Suggest applying technology to manager customer in customer service There's no denying the fact that customer service is important to a small or midsized business The quality of that service will either enhance or degrade customer loyalty to company brand and business With the economy in recession, customers have more alternatives than ever The business that proves to be responsive to customer questions, complaints, or other needs can gain a clear competitive advantage That's why it's so important to understand how new technologies can help you anticipate customer needs, tailor business processes to best serve customers, and ultimately improve the efficiency of the business – the latter of which can keep costs down Customer Service Technology There are a few major areas in which technology now is able to help provide key advantages to businesses in engendering customer loyalty by improving customer service: - Websites: Providing areas on company’s website where customers can answer their own questions or seek answers from others - E-mail: Using e-mail as a way to improve customer service and more quickly respond to certain needs or help requests - Communications: Unifying communications so that you know that the customer who left a voice mail also sent an e-mail with the same request a few days ago - Software: Better managing customer relationships with more sophisticated datagathering tools, such as customer relationship management software Giving Customers What They Want, When They Want It The goal of your business in terms of its customer interactions is the generate loyalty There's no better way to that than to offer quality products and services and to be responsive to your customers But as new technologies have come to market to make it easier for businesses to provide customer service, they may also be increasing the number of channels through which you interact with customers and the complexity of those interactions Accenture, the technology consulting firm, suggests that businesses that want to use technology to raise the quality of their customer service focus on the following: - Data management and analytics: Using data collected from customer to analyze their preferences - Insight-driven marketing: Gaining insights into your business from customer data so the company can more effectively target marketing - Marketing automation: Streamlining and automating business processes to improve efficiency and keep costs low - Self-service optimization: Finding ways for customers to interact with business when they want - Workforce effectiveness: Encouraging staff to embrace new ways improving customer treatment by providing tools and training to deliver better service The following articles will provide an overview of the ways that can use technologies to better serve your customers and, in the process, better serve your business goals 3.2 Orther suggestion 3.2.1 Training sales force The company should build a standard training program for the sales force They should have a full and deep knowledge of the online advertising services at the website www.khoadaotao.vn because they are not able to provide the information about the services when they not understand them The customers of the website www.khoadaotao.vn are trainers, who have different characteristics from other types of businesses in buying motives and buy habits The sales should be taught these differences to avoid any mistake in approaching and co-operating Moreover, the sales force needs to know the characteristics of competitors such as the websites www.lichkhaigiang.vn, www.hieuhoc.vn, www.timkhoahoc.com, etc to find out the most suitable strategies Not all the salespeople who know the time schedule when they enter the company Therefore, it is necessary to teach the whole sales force how to divide time logically to fit the features of the job Especially, the most important thing the sales force should be taught is the responsibility, working attitude, and conscience in working because when they not have these above, the other efforts become meaningless 3.2.2 Compensating sales force As the salary is the most important motive influencing the performance of the employees, the company should modify the salary regulation for the staff The company must pay the employees the salary that insures their quality of life, at least monthly expenditure The management can apply the regulation of raising salary each six months basing on the result of performance to encourage them Another problem is the commitment of the management about paying commission to the sales force When the policy of commission is leased, it must be followed seriously and the management is not the exception It means that the salespeople must have the right to get the real commission 5% of the contract’s value In addition, the company should plus extra bonus to the straight salary and straight commission as a prize for the bright sales people At times, it is the best motive to encourage the performance of the sales force 3.2.3 Evaluating sales force Frequently, the management compares the performance between salespeople to evaluate the ability of each salesperson However, The company has no real sales force to this A recommendation for this case is that the management should compare the current performance and the past performance The manager can compare the result of net sales, gross profit, sales expense, number of new customers, and number of lost customers… of the current time and the past time to adjust the productivity of the current sales force The sales force needs to know their productivity to improve it and develop as well After showing the result of working and the effectiveness of sales force’s performance, the manager should help to find the solution to improve the drawbacks and enhance sales activities CONCLUSION Phu Man trading service joint stock company has been established for more than 10 years should have built trust and brand in the heart of customers In the process of existence and development, the company has encountered many difficulties However, there are many opportunities for the company, all departments, the accountants to the sales staffs of the company are always trying to bring the company up, growing Knowing that, the company is creating favorable conditions for employees to grow, support their well-being and give them the most comfortable working environment Thanks to that, the company has retained many talents to work and help the company achieve great success in the truck market Besides the advantages of the company, the company has encountered many difficulties as new competitors are continuously established, the level of competition is increasing The company's system is getting bigger, the number of new employees is constantly being recruited, which makes human resource management difficult and the backward sales process has to be changed Technology in the process of selling and managing resources ... other businesses, most satisfying the sales staff in the company, ensuring relative income for the sales staff * Recruitment of sales force In order to response the growing demand for sales, the... especially for newly-arrived sales staff, the training content includes: - Overview of Phu Man Trading Service JSC - Training on the sales skills of a truck sales staff - Train sales staff to understand... Inside sales generally involves attempting to close business primarily over the phone via telemarketing, while outside sales (or "field" sales) will usually involve initial phone work to book sales