Subsystem Trade Service
Trade services - the seller's activities in direct interaction with the buyer, aimed at meeting the needs of the buyer both during the purchase of goods, and after its completion.
The purpose of the sales service is formulated aphoristically by the author of the book "Effective sales" R. Willingheim: "To sell is to help the buyer get what he needs, and at the same time contribute to his good mood. Before, during and after the purchase.
Trade services include the following steps:
• After-sales service.
Quality management of merchant services includes:
• documenting the maintenance process;
• management of personnel work
• management of inappropriate goods sold;
• management of non-conformity of quality of trade service.
The documentary framework is represented by external and internal documents. External documents include: US Law On Protection of Consumer Rights and approve
issued by the US Government Decree No. 55 of 19.01.1998, "The Rules for the Sale of Certain Types of Goods" (in the redaction from 04.10.2012 № 1007) (1.3-1.5).
The internal documents include the SRT of the trade organization, in particular, the so-called service standards.
The effectiveness of the service standards of the trading company is manifested in:
• Achieve a unified quality of customer service for all points of the network;
• optimization of work processes (eliminating unnecessary or erroneous actions on the part of personnel);
• minimize the time spent by managers on the adaptation of new employees;
• Increase the motivation of staff due to their understanding of performance evaluation criteria.
But standards can not re-educate employees and change their attitude towards customers. Therefore, the selection of personnel is necessary. The availability of standards will not ensure their automatic execution. Therefore, the management of the organization must continuously monitor the application of service standards.
Personnel management is carried out in the trade organization with the help of the SRT or current internal regulations, or the oral briefing of employees directly serving the customers.
Quite often this is reflected in the job descriptions of certain categories of employees in the form of their duties.
Vendors as subjects of management
The implementation stage, designed for direct customer service, can be divided into five sub-steps.
1. Greeting and finding out the buyer's requests.
2. Consultation of the seller about the goods (explanation of the benefits of the acquisition).
3. Working with questions, doubts and objections of the buyer.
4. Help in making a purchase decision.
5. Completion of the sale at the cash register, the offer of related products.
On these sub-stages, the presentation of the goods is made. Sales specialists [17, 40] emphasize that it is necessary to sell not the goods, but the benefits that are contained in the product.
Addressing the client's profit as a reception of persuasion will then be effective when the seller-consultant knows the goods and sincerely wants to help the client in choosing the product that meets his needs.
According to the opinion of specialists [23, 40, 41], the seller-consultant needs:
• To understand what potential benefits are in the product:
• correctly diagnose the interests of the buyer, for example, for the sake of what benefit does it acquire the goods;
• pick up exactly those product names that could potentially interest the client;
• Choose exactly the arguments and means of persuasion that will help the client understand how he can get the benefits he is looking for.
The product benefits can be grouped as follows:
1) the gain in the price;
2) economy in use;
3) comfort, convenience;
4) practicality, reliability;
6) prestige, originality;
7) The goods are specially for the buyer;
8) goods, authentic in quality, quantity, purpose.
These competitive advantages are based on certain criteria, which are detailed in 120].
Thanks to the information support of the seller-consultant, the product acquires additional value in relation to the base value laid down by the manufacturer.
The duties of consultants in stores are performed not only by employees of a special category. In the role of consultants are the sellers of small non-specialized stores (for example, shops "at home"), selling through the counter. This way of selling allows you to keep the feeling of "human communication" between the buyer and the seller. Thanks to competent sellers, small shops with counter-trading "win the battle for buyers" at large stores.
To fulfill the established responsibilities, employees must have the necessary competence and skills of corporate culture. To form these professional characteristics, they are trained, including relevant training.
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