PERSONAL SALES IN TRADE AS A COMPONENT OF COMMUNICATIONS WITH THE CLIENT
The article is devoted to the study of personal selling as an effective component of communication with the customer in trade. Personal selling is carried out in the process of direct communication, taking into account the mutual needs and characteristics of the participants and aims to sell and...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Alfred Nobel University Publisher
2022-06-01
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| Series: | Êvropejsʹkij Vektor Ekonomìčnogo Rozvitku |
| Subjects: | |
| Online Access: | https://eurodev.duan.edu.ua/images/PDF/2022/1/9.pdf |
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| Summary: | The article is devoted to the study of personal selling as an effective component of
communication with the customer in trade. Personal selling is carried out in the process of direct
communication, taking into account the mutual needs and characteristics of the participants
and aims to sell and establish long-term relationships with customers. The process of personal
selling is complex, which requires special skills and abilities in making sales. Not only the
verbal but also the non-verbal side of communications is very important.
The stages of personal selling are considered, which reflect the main aspects of
communication with a potential customer: finding customers, establishing contact, identifying
customer needs, product presentation, dealing with objections and getting out of contact. The
features of each stage of personal selling are outlined.
Personal selling depends primarily on the behavior of the sales manager during the
conversation with the customer. Stages of personal sales characterize such competencies of
sales managers as the ability to build trust, effective communication, customer focus, convincing
reasoning, focus on results. The analysis of personal sales in a commercial enterprise based
on the results of customer surveys showed that none of the stages of sales in general does not
correspond to a high level of quality.
Only the “Get out of contact” stage corresponds to a good level of quality. Respondents
praised the ability of sales managers to encourage the customer to enter into an agreement, to
provide alternatives if the customer is not ready to make a purchase decision. Sales managers
also provide information about discounts, promotions, additional services, related products. The
stages of personal selling “Product Presentation” and “Working with objections” correspond to
a satisfactory level of quality. The information that sales managers brought to the attention of
customers at the presentation stage was necessary, important, interesting. However, there is a
problem with providing complete information on customer issues. Skills to confidently position
and justify the price at the stage of dealing with objections are also poorly manifested. Stages of
personal selling such as “Establishing contact” and “Identifying needs” have an unsatisfactory
level of quality. Non-verbal gestures of sales managers were low, their language was fast, and
many professional terms were used. Among the shortcomings, respondents note the lack of
active listening skills, there is a problem with determining the real needs of the client.
To improve the personal sales process, it is proposed to conduct training for sales staff to
effectively use each of the stages by mastering various techniques and techniques of sales and
improving methods of communicating with the customer, ensuring continuity and integrity of
the personal sales process. In addition to directly increasing sales, training acts as an element
of the development system of sales managers, helps to improve the psychological atmosphere
in the team and reduce staff turnover. To control the process of personal selling, it is proposed
to use the method of “Mystery Shopper”. |
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| ISSN: | 2074-5362 |