Sale

B GIO DC V O TO
TRNG I HC M THNH PH H CH MINH

TI LIU HNG DN HC TP
QUN TR BN HNG

Bin son: ThS. TN THT HI
ThS. H TH THY DNG

THNH PH H CH MINH 2009
http://www.ebook.edu.vn 1
MC LC
Trang
Gii thiu mn hc........................................................................... 2
Chng 1 : Khi qut v qun tr bn hng ....................................... 7
Chng 2 : Bn cht ca ngh bn hng.......................................... 25
Chng 3 : Gim c bn hng chuyn nghip............................... 48
Chng 4 : Lnh o phn tch d bo hn ngch
lp ngn sch bn hng ................................................. 63
Chng 5 : Qun l nng sut ca lc lng bn hng ..................... 87
Chng 6 : Xy dng i ng bn hng: tuyn dng v la chn. 104
Chng 7 : Thc hin chng trnh hun luyn............................ 119
Chng 8 : Qun l i ng bn hng .......................................... 141
Hng dn tr li cu hi v bi tp ......................................... 160

GII THIU MN HC

Sau khi Vit Nam gia nhp T chc Thng mi Th gii
WTO, nhiu nh u t, trong c cc tp on ln hng u trn
th gii nh: Intel, Wall Mart, Ford Motors, General Electric
quan tm hn n th trng ny. Th trng si ng, hng ha a
dng, ngi tiu dng c nhiu la chn v sn phm hn p ng
cho nhu cu ca mnh. iu ny cng c ngha cnh tranh tr nn gay
gt hn gia cc nh cung cp trong vic tm kim th trng cho
thng hiu ca mnh. Cc doanh nghip n lc ti a gia tng tnh
cnh tranh thng qua vic nh hng, pht trin chin lc kinh
doanh di hn, ci tin t chc sn xut, kinh doanh chuyn nghip
hn v ng nhin con ngi c xem l yu t then cht to nn
s thnh cng.
Vai tr ca cc nh qun tr c cao hn bao gi ht. Gim
c bn hng thuc hng ng cc nh qun tr cp cao, c nhiu nh
tuyn dng sn lng. Cc tp on a quc gia tm kim nhng Gim
c bn hng l ngi trong nc hoch nh chin lc, thc hin
cc cng vic kinh doanh, cc doanh nghip trong nc cn nhng
Gim c kinh doanh gii c kh nng t chc b my bn hng hiu
qu, c th cnh tranh tt trn th trng, ti u ha chi ph, li
nhun H c ch i ng thch ng nhng hin nhin yu cu
v nng lc, s chuyn nghip trong qun tr bn hng v c nhng p
lc rt ln i vi cc Gim c bn hng. Kinh nghim, kin thc
chuyn mn v cc cng vic qun tr bn hng l nn tng cho s
thnh cng ca Gim c bn hng v y cng l l do ngi vit
mong mun gii thiu quyn sch ny n ngi c.
Quyn sch ny l ti liu tham kho ph hp vi sinh vin
ngnh Qun tr kinh doanh, nhn vin bn hng c mong mun pht
trin s nghip, Gim c bn hng.
Quyn sch ny c thit k nhm cung cp cc kin thc c
bn, t duy trong vic thc hin cng vic qun tr bn hng: gii
thiu v cng vic bn hng v qun tr bn hng, nhng k nng cn
thit i vi Gim c bn hng nh lnh o, phn tch, d bo bn
hng, lp hn ngch, t chc i ng bn hng, qun l v lm tng
nng sut ca lc lng bn hng, qun tr i ng bn hng Cc
kin thc ny c sp xp thnh 8 chng theo trnh t nh sau:
Chng 1: Khi qut v qun tr bn hng
Phn ny gii thiu tng quan v qun tr bn hng, cc cng
vic lin quan n qun tr bn hng, mc tiu hng vo con ngi
v hng vo li nhun, cc yu t mi trng v ni b nh hng
n hot ng bn hng, chin lc v c cu t chc trong mt
doanh nghip. Chng ny cng trnh by mt cch c th cc u v
nhc im ca cc m hnh t chc lc lng bn hng.
Chng 2: Bn cht ca ngh bn hng
Chng ny s gip sinh vin lm quen vi khi nim v ngh
bn hng, lch s ca ngh bn hng, nhng chc nng v nhim v
ca i din bn hng, nhng phm cht v k nng cn c ca mt
i din bn hng.
Chng 3: Gim c bn hng chuyn nghip
Phn ny cung cp nhng kin thc hiu v cng vic ca
Gim c bn hng, cc phm cht cn c, nhng thun li, kh khn,
nhng vn o c cn quan tm ca Gim c bn hng.
Chng 4: Lnh o, pht trin cc k nng, d bo bn hng,
ra hn ngch v ngn sch
Gim c bn hng l nh lnh o, cn thit pht trin nhng
k nng lnh o nh giao tip, chin lc to nh hng
Cc k nng v phn tch, d bo bn hng t ra hn
ngch, lp ngn sch chi tiu cng l nhng k nng khng th thiu
ca Gim c bn hng.
Chng 5: Qun l nng sut ca khu vc bn hng
Phn ny cp n nhng yu t lm tng nng sut ca lc
lng bn hng.
Chng 6: Xy dng i ng bn hng: tuyn dng v la chn
Phn ny gii thiu cc bc xy dng i ng bn hng, cc
bc trong tuyn dng nhn vin bn hng, cch thc tm nhn lc,
la chn v b tr nhn s cho lc lng bn hng.
Chng 7: Thc hin mt chng trnh hun luyn
Phn ny gii thiu cch thc thit k chng trnh hun luyn,
quy trnh hun luyn cho nhn vin bn hng, thc hin hun luyn
cc k thut bn hng, cc bc bn hng.
Chng 8: Qun tr i ng bn hng: b p, ng vin v nh
gi
Chng ny cung cp kin thc trong vic pht trin k hoch
lng thng, cc nn tng ng vin, cc thuyt ng vin trong
qun tr bn hng, quy trnh v cc tiu chun nh gi thc hin.
Ngoi ra, quyn sch ny cng gii thiu cc biu mu, cng c
h tr cng vic qun tr bn hng.
Ngoi cc l thuyt, kin thc cn bn, ngi c cn c th
tham kho cc tnh hung tho lun c cc tc gi thu thp t kinh
nghim thc t trong cng vic kinh doanh.
hc tt mn hc ny, ngi hc cn nm vng l thuyt
c trnh by trong ton b ti liu, bn cnh , ngi hc c th
tham kho thm mt s ti liu sau y:
James M. Comer, Quan tr ban hang, NXB Tp. Ho Ch
Minh, 2002.
Robert J. Calvin, Nghe thuat quan tr ban hang, NXB
Thong ke 2004.
Philip Kotler, Nhng nguyen ly tiep th, NXB Thong ke
2000.
Douglas J.Dalrymple William L.Cron Thomas E. Decarlo,
Sales Management, Seventh Edition, John Willey & Sons 2001.
Fundamentals of Selling, Sixth Edition, Irwin Mc Graw Hill
1999.
Ngi hc cng nn dnh thi gian tm hiu thm cc thng
tin trn mng v cc bo nh Thi bo kinh t Si Gn, Doanh nhn
Si gn, Si gn Tip th cng nh cc tp ch chuyn ngnh khc.
Trong qu trnh thc hin cc bi tp, ngi hc c th tm ngay
nhng v d ti ni mnh lm vic hay da vo kinh nghim thc t
cng tc c th lm bi tp tt hn.
Quyn sch Qun tr bn hng ny c thc hin vi nhng n
lc cao nht t vic nghin cu, tham kho v kinh nghim ca ngi
vit vi hy vng l ti liu tham kho hu ch cho ngi c quan
tm, yu thch lnh vc ny.
Tuy nhin, ngi vit cng nhn thc rng nhng thiu st
trong qu trnh bin son, in n l kh trnh khi v xin ghi nhn mi
phn hi, ng gp xy dng t ngi c hon thin quyn sch
ny trong nhng ln xut bn sau. Mi kin phn hi xin vui lng
gi v a ch mail:
thuyduong75@yahoo.com

Chng 1:
KHI QUT V
QUN TR BN HNG

Cc bn thn mn,
y l bi u tin ca mn hc Qun tr bn hng - mt mn
hc mang tnh ng dng cao v rt l th. Vi s thng minh, nng
ng v yu thch cng vic kinh doanh, bt k ai cng c th nhanh
chng t c nhng mc tiu c nhn cng nh nhng thnh t v
s nghip, ti chnh thng qua cng tc qun tr bn hng.
Chng 1 s gip cc bn tip cn vi nhng khi nim c bn
v qun tr bn hng, tm quan trng ca hot ng ny v c ci nhn
tng th v ton b mn hc Qun tr bn hng.

A. MC TIU:
Sau khi nghin cu xong chng ny, ngi hc c th:
- Xc nh chnh xc ngha ca thut ng qun tr bn
hng.
- Hiu c mc tiu chnh ca hot ng qun tr bn
hng.
- C mt cch nhn ton din v mn hc t xc
nh phng php hc tp v ng dng hiu qu nht.
- Hiu c vai tr ca cc n v kinh doanh chin lc
trong chin lc tng th ca cng ty.
- Xc nh c ni dung ca chin lc th phn v
chnh sch v lc lng bn hng.
- Nm vng c cc cch thc thit k m hnh t chc
lc lng bn hng v ng dng vo thc t mt cch
ph hp.

B. NI DUNG CHNH:
I. KHI NIM V QUN TR BN HNG:
Qun tr bn hng l hot ng qun tr ca nhng ngi thuc
lc lng bn hng ca cng ty bao gm nhng hot ng chnh nh
phn tch, lp k hoch, thc hin v kim tra hot ng bn hng.
Nh vy, qun tr bn hng l mt tin trnh kt hp cht ch t vic
thit lp mc tiu cho nhn vin bn hng, thit k chin lc cho
nhn vin bn hng n vic tuyn dng, hun luyn, gim st v nh
gi kt qu cng vic ca nhn vin bn hng.
Ty thuc vo mi cng ty, cp thp nht ca ngch qun l
bn hng c th bao gm nhiu chc v khc nhau nh qun l theo
ngnh hng, qun l theo khu vc hay gim st mi v... v d c
mang tn g i chng na th h cng l ngi trc tip gim st cng
vic ca nhn vin bn hng v c trch nhim bo co cng vic cho
cp qun l bn hng cao hn trong cng ty nh gim c kinh doanh
hay trng phng mi v... Nhng ngi thuc i ng qun l lc
lng bn hng c th c nhiu cp chc v khc nhau hay s
lng khc nhau ty thuc vo quy m v chin lc ca mi cng ty;
tuy nhin, h u c chung nhim v l xy dng v pht trin lc
lng bn hng cho cng ty mt cch tch cc v hiu qu nht nhm
t mc tiu chung ca t chc.

II. MC TIU CA HOT NG QUN TR BN HNG:
Hot ng ca lc lng bn hng mang ngha quan trng v
l mi nhn tn cng ch yu ca doanh nghip ra th trng nhm
tip cn v thuyt phc khch hng mua v s dng sn phm dch v
ca doanh nghip. Cc cng ty thnh cng u c nhng mc tiu r
rng trong cng tc qun tr bn hng v nhng chin lc c th
t mc tiu. Mc d nhng mc tiu trong tng giai on hay tng
ngnh hng c th khc nhau song v c bn s gm hai loi:
- Nhn s hay hng vo con ngi;
- Mc tiu hng vo doanh s, li nhun.
1. Mc tiu v nhn s:
Mc tiu ny lin quan n qu trnh tuyn chn nhn s vi
nhng tiu chun c xy dng kh k lng v r rng, qu trnh
bi dng v o to v chuyn mn, k nng v cch thc qun l tt
nht i vi lc lng bn hng. t c mc tiu chung ca
cng ty v mc tiu ring ca b phn bn hng th cn phi c lc
lng bn hng ht sc nng ng, nhit tnh, c nng lc v trch
nhim vi cng vic cng nh s ng gp gn b tch cc vo t
chc v hot ng chung ca ton t chc. Nh vy, cng vic ca i
ng qun l l bng mi cch phi tuyn dng v o to c mt
lc lng bn hng chuyn nghip cng nh c chnh sch thng
pht hp l vi mt phong cch lnh o v qun tr y tnh thuyt
phc. lm c iu ny th trng tm vn l mi quan h gia con
ngi vi con ngi m c th l gia ngi qun l v nhn vin ca
mnh vi s n lc ca c hai pha. S phi hp nhp nhng v tinh
thn lm vic tp th vi hiu sut cao s em li s thnh cng cho
hot ng kinh doanh ca b phn bn hng.
Nh vy, mt ngi qun l bn hng s c nh gi da
trn cch thc tuyn chn, o to, b tr phn cng ng ngi ng
vic cng nh cung cch qun l gim st v ng vin khuyn khch
tinh thn chung ca nhn vin trong lc lng bn hng. Thng qua
nhng hot ng nh trn, mc tiu th nht - hng v nhn s -
c pht huy theo mt phng thc ph hp nht.
2. Mc tiu v doanh s, li nhun:
t c mc tiu v doanh s th ngay t ngi gim st
bn hng cp thp nht cng phi bit n c nhn vin v c chin
lc hnh ng tht c th; bn cnh , ngi qun l bn hng
cp cao hn cn c nhng cch thc kim sot v kch thch ngi
gim st bn hng. Nh vy, mc tiu chung ca cng ty v doanh s
v li nhun mi thc s pht huy v tin trin tt qua tng thi k.
Thng qua doanh s v li nhun, Ban gim c c th xc nh
mt cch r nt nht thnh qu lm vic ca b phn bn hng v c
c nhng chnh sch ng vin hay iu chnh kp thi. y l mc
tiu khng th thiu v mang ngha quan trng i vi hot ng
qun tr bn hng.

III. CHIN LC TNG TH V QUN TR BN HNG:
Gia chin lc tng th v qun tr bn hng c mi tng
quan cht ch. xy dng v pht trin lc lng bn hng th cp
qun l phi nm r chin lc tng th v cch thc tham gia vo
chin lc chung ca cng ty. Nh vy, hiu r quan h gia hot
ng qun tr bn hng v chin lc tng th th chng ta phi ln
lt xem xt cc vn sau:
1. Cu trc ca cng ty:
Trong chin lc tng th chung ca cng ty, b phn bn hng
c mt v tr kh quan trng. B phn ny thng i theo cu trc hnh
thp v cng nm trong cu trc t chc chung ca cng ty. Tuy cc
cng ty c th c quy m ln nh khc nhau nhng nhn chung th u
c chung mt loi m hnh tng t nh hnh dng ca kim t thp.
nh ca hnh thp ny thng thng l Ban gim c hoc Hi ng
qun tr - y l nhng ngi t mc tiu v chin lc chung cho
ton cng ty. Cp tip theo l cc trng phng hoc ph gim c
chc nng c nhim v chnh l cn c vo chin lc chung s ra
cc hot ng v mc tiu cho cp tha hnh ca mnh. Cp tip theo
ca kim t thp s l cp qun l theo tng nhm hay cn gi l qun
l trung gian v cui cng l cc nhn vin kinh doanh.
V d: Cng ty Lin doanh Bo Minh CMG hot ng trong lnh
vc Bo him nhn th ang t chc lc lng bn hng nh
sau: Di Ban Gim c l cc gim c chc nng, trong
c gim c kinh doanh ph trch ton b hot ng kinh
doanh ca cng ty. Gim c kinh doanh s qun l trc tip
cc phng nh phng dch v khch hng v cc i kinh
doanh (unit). Mi i kinh doanh ny u c nhm trng
(Unit manager) ph trch khong 10 nhn vin kinh doanh
(c gi l t vn ti chnh - Financial consultant).
Hnh 1.1 : S c cu t chc ca cng ty theo ngch bn hng

2. Chin lc tng th v qun tr bn hng:
Chin lc tng th phn nh nhng nh gi ca cng ty v
iu kin v nhng c hi ca th trng t a ra nhng chnh
sch p ng th trng mt cch hiu qu. Chin lc tng th s to
ra hng pht trin m cng ty phi i theo trong mi trng kinh
doanh c th; ng thi hng dn cho vic phn b cc ngun lc
mt cch hp l v a ra cch thc phi hp gia cc b phn trong
mt cng ty cng i n mc tiu.
Nh cc bn cng bit bt k sn phm ca doanh nghip
no ra i cng tri qua mt s giai on nht nh khi xy dng v
pht trin th phn. Nh vy, trong nhng giai on ny, chnh sch v
lc lng bn hng s c thc hin nh th no? hiu r iu
ny, chng ta ln lt xem xt nhng mc tiu v chnh sch bn hng
trong tng giai on nh sau:
Coun y cup thup hon
Nhun von choc nung
1roong cuc phun bun - lho CD choc nung
Cho tch HDC1 - un CD
1rong cup qoun y cou tong phun bun
Co cuo co tnh cup buc tong hop
Giai on xy dng th phn: Giai on ny cng ging nh
giai on gii thiu trong chu k sng ca sn phm. Mc tiu bn
hng c bn trong giai on ny l c gng gia tng c doanh s v
thit lp quan h cht ch vi cc im phn phi; nh vy trong giai
on ny, nhim v trng yu ca lc lng bn hng l tip xc
khch hng tim nng, khch hng mi, quan h cht ch v kim sot
tt cc im phn phi i l v gi c v doanh s, cung ng dch v
h tr mt cch kp thi nht ng thi thu thp cc thng tin v s
phn hi t th trng cng y cng tt... Nh qun tr trong giai
on ny phi c chnh sch c th v lng theo hiu qu v cc
khuyn khch khc c bit dnh cho nhng nhn vin vt ch tiu v
y mnh vic tiu th cc sn phm mi.
V d: Tp on UNIF t mc tiu xy dng th phn khi xm
nhp vo th trng Vit Nam bng cc sn phm nh : m
gi, sa v cc loi nc hoa qu ng hp. Tp on ny
gia tng v doanh s cng nh th phn kh nhanh chng nh
vo chnh sch tng th rt hiu qu v trin khai tt n tng
b phn. Lc lng nhn vin bn hng ca cng ty t
c doanh s cao khi thit lp thnh cng mng li phn
phi n tng i l, siu th v kim sot tt cc chnh sch
v gi, khuyn mi v thng tin phn hi t khch hng.
Giai on duy tr: Giai on ny cng ging nh giai on tng
trng trong chu k sng sn phm. Mc tiu bn hng c bn trong
giai on ny l duy tr doanh s v cng c v tr trong th trng,
quan h thm vi mt s im bn mi. Lc lng bn hng cn phi
tp trung gi c th phn v li nhun thng qua nhng khch hng
hin ti, do vy cn cung ng cho loi khch hng chim u th ny
dch v vi cht lng ti u. Ring i vi khch hng tim nng th
lc lng bn hng cn xc nh loi khch trin vng nht tip cn
v theo ui. Giai on ny chnh sch cho lc lng bn hng s l
lng cng hoa hng v tin thng da trn kh nng gi vng th
phn v gia tng khch hng.
V d: Nhn hiu G7 ca Trung Nguyn hin ang giai on ny.
Mc tiu chnh ca G7 l gi vng th phn v khch hng
hin c, gia tng cht lng dch v v cc chng trnh h
tr im bn l.
Giai on thu hoch: Tng t nh giai on bo ha ca chu
k sng sn phm. Lc ny mc d li nhun vn cn cao nhng theo
nh gi chung th c hi kinh doanh s suy gim v th trng cnh
tranh gay gt; do vy mc tiu ca doanh nghip l lm sao thu hoch
cng nhiu cng tt trc khi rt lui khi th trng. Mc tiu bn
hng ch yu trong giai on ny l ct gim chi ph bn hng v tp
trung vo nhng khch hng ln nht, mang li li nhun cao nht.
Nhn vin bn hng cn xem xt khch hng no l quan trng nht
tip xc v phc v cho hp l, loi b nhng khch hng km quan
trng v kim sot tt v chi ph. Nh vy, v pha cng ty lc ny
nn khai thc ti a sn phm, cht ch trong cc chi tiu, lng s l
khon chnh c tr cho nhn vin v s c thng cho nhng nhn
vin t c li nhun cao trong khu vc hoc nhm khch hng m
mnh ph trch.
Giai on gt b: y l giai on m c hi kinh doanh hu
nh khng cn d trong mc tiu ngn hn hay di hn. Giai on ny
cng ty phi quyt nh rt lui nh th no cho t bt li nht y
cng chnh l giai on kt thc ca vng i sn phm. Nh vy mc
tiu bn hng trong giai on ny chnh l gim ti thiu chi ph bn
hng, gim hng d tr. Khi tip xc vi khch hng nhn vin cn c
gng gim lng hng tn kho v d tr xung v thm ch trong mt
s trng hp h cn phi tm ngun cung cp mi cho nhng khch
hng cn cn sn phm ny. giai on ny lng l chnh sch c
bn ca nhn vin bn hng.

IV. THIT K M HNH LC LNG BN HNG:
1. Phn loi lc lng bn hang:
Lc lng bn hng l cu ni quan trng gia cng ty v th
trng. Lc lng bn hng ca cc cng ty kinh doanh cc mt hng
khc nhau hay c quy m khc nhau c th c t chc di mt s
hnh thc. Lc lng bn hng c chia lm ba loi: lc lng ca
cng ty, i l v lc lng hn hp.
a. Lc lng bn hng ca cng ty:
Bao gm tt c nhng nhn vin c trch nhim trc tip n
hot ng bn hng. Lc lng ny gm hai loi: bn trong v bn
ngoi.
- Lc lng bn hng bn trong: Hu ht lc lng ny
thng tp trung ti vn phng v t khi tip xc trc
din vi khch hng. Phn ln h lin lc vi khch
hng qua in thoi vi trch nhim ch yu l xc tin
cho hot ng bn hng hay cung cp cc dch v h
tr sau bn hng, theo di cc n hng, kim sot
hng d tr, tn kho... Lc lng ny c th c dng
nh l lc lng chnh yu ti cng ty hoc l lc
lng h tr mnh m cho lc lng bn hng bn
ngoi.
- Lc lng bn hng bn ngoi: Lc lng ny thng
c t chc theo vng a l. Nhn vin bn hng c
trch nhim tip xc trc tip vi khch hng thng
thng l ti a bn kinh doanh ca khch hng. y
l lc lng c dng kh ph bin trong cc ngnh
hng tiu dng, dch v v hng cng nghip. Lc
lng ny thng kh ng o tuy nhin, h thng
c o to kh bi bn, am hiu tt v sn phm v
thng c tinh thn cu tin, mong mun c thu nhp
tt v c hi thng tin; do vy cn thit lp chnh sch
v cch thc qun l sao cho hiu qu nht l cng vic
rt cn thit ca nhng nh qun tr.
b. i l theo hp ng:
C nhiu dng i l nhng nhn chung h u l nhng nh
kinh doanh hot ng tng i c lp vi cng vic l i din cho
nh sn xut v thng hng hoa hng i l. Cc i l ca cc
cng ty c th c tn gi, quy m khc nhau song u c nhng c
im chung nh: hoa hng, chi ph v doanh s c lin h trc tip vi
nhau; do vy, cc cng ty c th s s dng i l gim bt khon
chi ph cho lc lng bn hng. Nhng i l thng c phn
chia khu vc i l r rng, c lc lng bn hng ti ch kh thng
xuyn nn s m bo s lng khch hng trong vng kh nhanh
chng; nu t thn cng ty xm nhp vo nhng khu vc a l ny th
kh khn v mt cng hn nhiu c bit l i vi nhng sn phm
mi. Nh vy, vic s dng i l thng s gip cho cng ty tit
kim chi ph, xm nhp th trng thun li hn v qun l hiu qu
hn i vi cc mng li phn phi.
V d: Hin nay, cng ty may Vit Tin ch yu s dng mng li
phn phi l cc i l c phn b ti cc khu vc a l
h thng ny phn chia kh r rng c th trn cc tuyn
ng thc hin vic bn hng v tip xc vi khch hng
mua sn phm qun o.
c. Lc lng bn hng hn hp:
Kh nhiu cng ty s dng loi hnh lc lng bn hng hn
hp nhanh chng chim lnh bao ph th trng. Cng ty s dng
c lc lng bn hng ca cng ty v c mng li i l xm nhp
nhiu loi th trng khc nhau. Chng hn mt cng ty cung ng cc
sn phm vt liu xy dng v trang tr ni tht c th s dng lc
lng bn hng ca cng ty tip cn v cung ng hng ha cho cc
nh thu ch cht ti a bn thnh ph cn i vi nhng khu vc a
l cn li nh vng ven v cc tnh th cng ty s dng cc i l ti
ch. M hnh ny c duy tr kh hiu qu khi cng ty hun luyn tt
nhn vin ca mnh v cung cp chnh sch tt cho h thng cc i
l.
2. Nhng s t chc lc lng bn hng:
Cc cng ty c th t chc lc lng bn hng theo cc cch
thc khc nhau ty vo mc tiu v chnh sch c th ca cng ty,
nhng nhn chung c bn m hnh nh sau:
a. T chc lc lng bn hng theo khu vc a l:
y l cch thc phn b theo vng lnh th chng hn nh
min Nam, min Trung v min Bc, mi min s c mt ngi chu
trch nhim chung v li nhun, qun l v iu hnh hot ng ti
khu vc ca mnh cho thng sut. Di ngi qun l theo vng hay
khu vc ny lun c cc nhn vin bn hng c phn cng ph
trch v tin hnh hot ng ti nhng khu vc trc thuc nh hn.
M hnh ny s trit tiu hon ton kh nng hai hay nhiu nhn vin
ca cng mt cng ty n tip xc cho bn cho cng mt khch
hng. u im ca m hnh ny l tit kim c chi ph qun l,
cp qun l d kim sot v m nhim cng vic hn, nhn vin cng
xc nh r trch nhim cng nh nhng nc thang thng tin mt
cch r rng. M hnh ny ph hp khi sn phm l tng i ng
dng v khng c nhiu i hi v dch v ph t pha khch hng.
Chng hn, cc cng ty kinh doanh cc sn phm v nc khong,
nc gii kht thng chn m hnh ny.
b. T chc lc lng bn hng theo sn phm:
C cu ca lc lng bn hng c t chc theo sn phm hay
ngnh hng ca cng ty. iu ny c ngha l nhn vin bn hng s
c hun luyn chu o v ngnh hng hay sn phm m mnh ph
trch. Nhng cng ty c sn phm phc tp hay nhiu tnh nng k
thut s rt ph hp vi c cu t chc dng ny. Trong mt s cng
ty trnh tnh trng nhiu nhn vin i gp cng mt khch hng
cho hng th c cu t chc theo sn phm s c phi hp phn
cng theo vng a l, nh vy tnh hiu qu s cao hn. Chng hn
nh hin nay cc cng ty kinh doanh mt hng ha cht hay my vn
phng thng thit k lc lng bn hng theo dng ny.
c. T chc theo khch hng:
y l c cu t chc da trn cc c im ca khch hng
nh quy m, hnh vi mua sm v yu cu v s dng sn phm. C
cu t chc ny ngy mt tr nn ph bin v thch ng vi th
trng mt cch tt nht th lc lng bn hng phi nm r c im
ca khch hng, nhng yu cu c bit v s i hi khc nhau ca
tng loi khch hng. Nhn chung, nhng khch hng ln thng i
hi kh nhiu v dch v, chnh sch gi v s chm sc tn tnh t
pha cc nhn vin bn hng thm ch h cn chnh l ngi c nh
hng mnh m n tnh cht ca hng ha cung cp v c th c
nhng i hi cao hn v mu m nh thit k ring theo n hng
chng hn. Bn cnh , vic s dng sn phm ca khch hng cng
l mt yu t c nh hng quan trng. Cng mt sn phm nh nhau
nhng nhng khch hng khc nhau s c cch s dng khc nhau.
iu ny khin cho cng ty phi c chin lc ring i vi tng
loi khch hng. Hng IBM c cch thc thit k lc lng bn
hng nh sau: mt nhm s ph trch khch hng l cc t chc ti
chnh, nhm khc ph trch khch hng l nhng hng sn xut v
nhm th ba ph trch khch hng l nhng t chc cng. L do ca
cch thc t chc ny l IBM nhn thy rng v c bn th phn
cng my tnh c th s dng nh nhau tuy nhin mi mt loi hnh
kinh doanh hay t chc th cch thc ng dng phn mm my tnh
vo cng vic li kh khc nhau do vy khch hng rt cn c t
vn v h tr v dch v. Vic t chc theo dng ny gip IBM tit
kim c chi ph, chu o hn trong dch v v c khch hng
ngy mt tin tng hn.
d. C cu t chc hn hp:
y l c cu kt hp gia vic chuyn mn ha lc lng bn
hng theo ngnh hng v khu vc a l hoc kt hp gia vic phn
b nhn vin da trn c im ca khch hng v vng a l. M
hnh ny s ti u ha c nhng dch v v cht lng phc v
khch hng.

V. QUN TR BN HNG MT CI NHN TNG TH:
Hot ng qun tr bn hng lun khng th tch ri gia con
ngi vi t chc, doanh nghip vi mi trng kinh doanh. Nhn
chung, khi doanh nghip hot ng ti cc th trng c th, n s
chu s tc ng t cc yu t ca mi trng nh chnh sch php l
chng hn, do vy cc hot ng qun l bn hng phi c thit lp
v tin hnh theo hng ph hp v hiu qu nht.
Mi trng v m: bao gm cc yu t nh chnh tr, lut php,
kinh t, vn ha... c nh hng mnh m n vic hoch nh chnh
sch bn hng. Vic thay i trong chnh sch php lut iu chnh
hot ng kinh doanh v ngnh hng s lm cho doanh nghip cng
phi thay i theo v t tc ng n chnh sch qun tr bn hng.
Cc yu t nh kinh t, vn ha... tc ng n chnh sch phc v
khch hng v c cu ngnh hng ca doanh nghip. Nh vy, y l
cc yu t m doanh nghip phi iu nghin k khi tham gia th
trng c nhng hot ng u t hiu qu hn.
Mi trng vi m: Bao gm cc phng ban trong cng ty v
mi quan h ngay trong ni b doanh nghip m c th y l b
phn kinh doanh. S phi hp nhp nhng gia cc phng nh phng
nhn s, phng k ton, b phn sn xut... vi phng kinh doanh s
lm tng kh nng cung ng hng ha dch v ca doanh nghip. Bn
cnh , ngay trong ni b phng kinh doanh, vic thit lp mc tiu,
hoch nh chnh sch, xy dng v qun l, gim st lc lng nhn
vin bn hng phi c trin khai ng b vi s hp tc nhun
nhuyn gia cp qun l v nhn vin l yu cu v cng quan trng
i vi doanh nghip. Hin nay Vit Nam tham gia vo T chc
thng mi th gii (WTO),do vy cc doanh nghip phi nm r cc
quy nh php l c lin quan, ci tin nng lc ca i ng bn hng
v c cu t chc tng sc cnh tranh trn th trng.

Hnh 1.2 : S tng th v qun tr bn hng

Xu ho Knh to
lhup y/
duo doc
Chnh tr
1hoc hon
Moc too
lhut tron
qoun tr
Xuy dong oc
oong bun hung
Coun tr oc
oong bun hung
1ong tho dounh nghop
Quan tr ban hang
Xu ho Knh to
lhup y/
duo doc
Chnh tr
1hoc hon
Moc too
lhut tron
qoun tr
Xuy dong oc
oong bun hung
Coun tr oc
oong bun hung
1ong tho dounh nghop
Quan tr ban hang

TM TT

Nh vy chng ta va i xong mt chng ng m u y
mi l v c kh nhiu thng tin cn nm bt. Ni dung chng u
tin ca mn hc c ghi nhn nh sau:
- Qun tr bn hng l hot ng qun tr ca nhng
ngi thuc lc lng bn hng. Hot ng ny bao
gm cc cng vic nh xc nh mc tiu, hoch nh
chnh sch, thit k v trin khai chin lc kinh
doanh, xy dng v qun l i ng bn hng.
- Mc tiu chnh ca qun tr bn hng l con ngi v
li nhun.
- Chin lc th phn ca doanh nghip bao gm bn
giai on: xy dng, thu hoch, duy tr v gt b.
Tng ng vi bn giai on ny doanh nghip c
nhng mc tiu v chnh sch bn hng c th v khc
bit nm pht huy ti a kh nng ca lc lng bn
hng, c li nhun cao v p ng tt i vi th
trng.
- Cn c vo chc nng, lc lng bn hng ca cng ty
gm: lc lng bn trong v lc lng bn ngoi, i l
theo hp ng v lc lng hn hp.
- Cc cng ty cn c vo tnh cht ngnh hng, quy m
v chin lc pht trin s la chn m hnh t chc
lc lng bn hng ph hp. Cc m hnh c th bao
gm: t chc theo a l, theo ngnh hng sn phm,
theo c im khch hng v cui cng l cch thc t
chc hn hp.
- Mt cng ty hot ng ti th trng ni chung v trong
vic qun l bn hng ni ring lun chu s tc ng
ca cc yu thuc mi trng v m. Bn cnh , mi
trng vi m ca cng ty cng cn phi c t chc
v qun l sao cho hiu qu v thch ng nhy bn
nht vi cc thay i t bn ngoi. y chnh l hot
ng qun tr bn hng trong ci nhn tng th nht.

CU HI N TP

1. Cho bit u v nhc im ca vic t chc lc lng bn hng
theo a l, theo sn phm, theo khch hng? Cho v d minh
ha cho tng trng hp.
2. Hy v v phn tch m hnh qun tr bn hng ti doanh nghip
m cc anh ch ang lm vic?
3. Khi no th vic s dng i l theo hp ng l cn thit?
4. Tm mt v d thc t minh chng cho s thay i ca chnh
sch php l tc ng n chnh sch bn hng ca doanh
nghip.

Chng 2:
BN CHT CA NGH BN HNG

Chng th hai ny s cp n mt vn c th hn l
bn cht ca ngh bn hng. Cc bn s c lm quen vi mt s
khi nim v quan im v ngh bn hng; ng thi chng ta s c
mt s bi tp tnh hung trong bi ny cc bn phn tch v rt ra
nhng bi hc cho chnh mnh khi tham gia kinh doanh.
Chc cc bn hc v thc hnh tt.

A. MC TIU:
Sau khi nghin cu xong chng ny, ngi hc c th:
- Hiu c th no l ngh bn hng v lch s ca
ngh ny.
- Nm vng c trch nhim, cng vic v nhng phm
cht cn c ca ngi bn hng.
- C kh nng nhn bit v gii thch s khc bit c bn
gia cc loi ngnh bn hng.
- Hiu c nhng kha cnh o c m ngi bn
hng gp phi trong ngh nghip.

B. NI DUNG CHNH:
I. KHI NIM:
Theo James.M.Comer th: Bn hng l mt qu trnh mang
tnh c nhn trong ngi bn tm hiu, khm ph, gi to v p
ng nhng nhu cu hay c mun ca ngi mua nhm thc hin
quyn li tha ng, lu di ca hai bn.
Bn hng lm cho hng ha lu thng t ngi sn xut n
ngi tiu dng, t ni d tha n ni c nhu cu. Hot ng bn
hng s em li li nhun cho ngi bn hng khi h nm bt tt c
hi t th trng v iu chnh chnh sch phc v quyn li ngi
tiu dng.
Nhng ngi trong lc lng bn hng c th c rt nhiu chc
danh nh ngi bn hng, i din bn hng, i din nh sn xut,
gim c ph trch khch hng, gim c kinh doanh khu vc... v
cn nhiu chc danh a dng khc nhng tu trung li th h u tip
xc vi khch hng v thuyt phc khch hng v cht lng sn
phm v dch v ca cng ty h.
Trong thi i cnh tranh gay gt hin nay th ti ngh kinh
doanh bn hng s em li li nhun cho doanh nghip v quyt nh
vn mnh thng thua trn thng trng cho doanh nghip. Chnh v
vy, hc, hiu v p dng ngh thut bn hng l rt cn thit nu
mun thnh cng khi bc vo con ng kinh doanh.

II. VAI TR CA HOT NG BN HNG:
Hot ng bn hng c nhng vai tr c bn nh sau:
- Bn hng em li s tha mn cho con ngi nh vo
chc nng p ng nhu cu v kch hot nhu cu.
- Bn hng gip cho hng ha, tin t lu thng mt
cch hiu qu trong nn kinh t t kch thch u t
v m rng sn xut.
- Bn hng gip cho tnh chuyn mn ha ngy cng
cao, ngi sn xut s c nhiu li ch hn khi c
ngi bn hng chuyn nghip lo v u ra cho sn
phm.
- Ngi bn hng tt s l mt nh trung gian c lc
cho vic tm hiu, cung cp thng tin phn hi t th
trng, t vn v thuyt phc ngi mua, vn chuyn,
lu kho, truyn ti thng tin hai chiu gia nh sn
xut v ngi tiu dng; nh vy ngi bn hng
chnh l cu ni gia ngi sn xut v ngi tiu
dng.
Nh vy, nhn chung bn hng l mt chui cc hot ng
mang tnh c lp nhm thit lp cc quan h v truyn thng tin, dch
v, sn phm mt cch hiu qu t nh sn xut n ngi tiu dng
vi mc tiu chnh l tha mn v p ng tt nht nhu cu ca c hai
bn.

III. LCH S CA NGH BN HNG:
Lch s ca ngh thut bn hng gm bn thi k: thi k trc
khi bt ngun, thi k bt ngun, thi k pht trin nn mng, thi k
tinh lc v hnh thnh.
- Thi k trc khi bt ngun (trc 1750): c ghi
nhn qua hnh nh ngi bn do s Phoenicy do nh
th c Hy Lp ghi li vo th k th 8 trc cng
nguyn. Ngi bn do ny chm ch g ca t nh
ny sang nh khc ca cc khu ph cho bn cc
sn phm ca mnh. Hng th k sau khi La M m
rng lnh a ra n a Trung Hi th cc nh bun,
cc i l hng hoa hng tr nn v cng ph bin.
Thi Trung c v Phc Hng Chu u nhng nh
bun pht ln nhanh chng v n u th k 18 th
ngh bn hng th s trc kia tr thnh nhng t
chc kinh t hin i pht trin mnh m nht l
Chu u v Hoa K. Chu vi hnh nh nhng
ngi bn hng nh bn thuc, bn hng th cng
xut hin t rt lu trong lch s v nhng nh bun
Trung Quc vo cui th k 18 tr thnh mt lc
lng kh quan trng trong nn kinh t.
- Thi k bt ngun (1750 1870): Cuc cch mng
cng nghip m u cho giai on ny. S pht
trin ca khoa hc k thut, s gia tng ca nng lc
sn xut, cc phng tin vn ti to mt bc
ngot ln cho nn kinh t. Cc doanh nghip trong giai
on ny trang b cho mnh nhiu hn cc kin thc
v kinh doanh tip th, pht trin hn na cc k nng
tip cn phc v khch hng v m rng th trng.
Trong thi k ny mt s cng ty c m hnh kinh
doanh rt hiu qu thng qua vic thit lp mt lc
lng bn hng gp v giao dch trc tip vi khch
hng.
- Thi k pht trin nn mng (1870 1929): Thi k
ny sn xut pht trin kh mnh m i hi phi
c tiu th i tr. y l thi k cc nh sn xut
c tnh chuyn mn ha cao, tp trung cnh tranh v
nng lc sn xut v sn phm, do vy h rt cn
nhng nh trung gian phn phi sn phm cng nhiu
ni cng tt. Thi k ny a n vic cc nh bn
l c quy m mang tnh chuyn nghip cao hnh thnh
khp ni cng vi lc lng ng o nhng nh i
din cho nh sn xut, cc i l... cng vi s pht
trin mnh m ny l cc quan im, kinh nghim bn
hng c c kt v tr thnh mt mn hc khng th
thiu trong cc trng hc v kinh doanh. Ngay c
cng vic bn hng cng c phn b li theo cp
bc, xc nh tnh cht v vai tr, c chun ha qua
cc kha o to v c nh gi ng trong hot
ng ca mt t chc. Mt s ni lc lng bn hng
cn c b tr khng ch theo vng a l m cn c
sp t theo c cu ngnh hng hay khch hng.
- Thi k tinh lc v hnh thnh (t 1930 n nay): Cuc
khng hong kinh t th gii nm 1930 a n vic
rt nhiu cng ty phi thc s tm ra nhng li i ring
cnh tranh hn v hiu qu hn, y cng chnh l mt
trong nhng ng lc thc y s tin trin tt p hn
trong ngh thut bn hng. Thi gian ny xut hin xu
hng hot ng sn xut kinh doanh phi hng vo
phc v v tha mn khch hng. Nhng i din bn
hng khng ch cnh tranh bng s khn kho m h
phi cung ng dch v tt nht, phc v tt nht vi
cht lng tt v gi c cnh tranh. Chnh s pht trin
ca nn kinh t th gii c bit l t nm 1950 tr i
thc y cc cng ty pht trin hn na lc lng
bn hng, hon thin chnh sch qun l, nh gi, xc
nh tt hn cc chi ph v tnh hiu qu ca cng vic
nh qun l tt nhng cuc giao dch bn hng v cch
thc phn b thi gian, chi ph, cng sc phc v
nhng khch hng hng u. C th ni giai on ny
ngi bn hng chuyn vai tr t ngi cung cp
hng ha thnh ngi thuyt phc hiu qu hn v cao
hn na l ngi gii quyt vn v sng to nhng
gi tr cho khch hng.
Theo mt quan im khc th ngh bn hng trong thi i ngy
nay tri qua nhng thi k nh sau cn c vo quan im ca tng
giai on:
Hnh 2.1: Cc thi k pht trin ca hot ng bn hng
Quan iem
SX-SP
Quan iem
Ban hang
Quan iem
Marketing
Quan iem
Marketing-XH
Thi ky Trc 1930 1930-1960 1960-1990 Sau 1990

Muc tieu
Phat trien
doanh so
Phat trien
doanh so
Thoa man
nhu cau
khach hang
Xay dng moi
quan he lau
dai

nh
hng
Nhu cau
ngan han
cua ngi
ban
Nhu cau
ngan han
cua ngi
ban
Nhu cau
ngan han
cua ngi
ban
Nhu cau dai
han cua hai
ben
Vai tro
ngi ban
Ngi cung
cap
Ngi
thuyet phuc
Ngi giai
quyet van
e
Ngi sang tao
gia tr
IV. PHN LOI CC NGNH NGH BN HNG CH YU
V y l mt lnh vc kh rng nn cng c nhiu cch thc
phn loi. Sau y l mt s chc danh bn hng theo mt s cch
phn loi:
- Theo a im bn hng: C hai loi gm ngi bn
hng lu ng (n tn ch ngi mua) v ngi bn
ti im bn. Ngi bn hng lu ng khng c ca
hng v thng i cho hng tn ni ngi c nhu
cu, chng hn nh nhng ngi bn hng rong,
nhng ngi cho hng m phm, du tm, my lc
nc Ngi bn ti im bn v ngi mua s n
giao dch ti im bn chng hn nh ngi bn hng
tp ha, hay cc siu th bn s nh Metro
- Theo quy m bn: c hai loi l bn s v bn l.
- Theo hnh thc hng ha: c ngi bn hng ha (vt
phm hu hnh) nh hng tiu dng nhanh, hng mua
sm, hng c sn cao cp...; ngi bn dch v (bc
s, nha s, lut s, ca s...) v cui cng l ngi bn
cc giy t c gi tr nh chng khon, giy n...
- Theo s s hu hng ha: c ngi bn cc sn phm
do chnh mnh lm ra, ngi bn li cc hng ha ca
ngi khc theo hnh thc mua t bn on v cui
cng l cc i l v nh mi gii.
- Theo i tng mua: c nhng ngi bn hng cho
ngi tiu dng, bn cho khch hng cng nghip, bn
cho khch hng thng nghip, bn xut khu.
- Theo chc danh: c cc chc danh nh nhn vin bn
hng, i din bn hng, gim st bn hng, trng
phng bn hng, gim c bn hng, ph gim c ph
trch kinh doanh, nhn vin t vn, ...
- Theo ng cp bn hng: c hai loi chnh l ngi
thu thp n hng v ngi to ra n t hng. Ngi
thu thp n hng mang tnh th ng ch i khch
hng yu cu v cung cp cho khch hng chng hn
nh nhn vin nh sch. Ngi to ra n t hng l
ngi bit cch kch thch, khi gi nhu cu ca khch
hng, t vn, gii quyt cho khch hng trong tng
tnh hung c th. C th ni, ngi to ra n hng
cn phi c k nng bn hng cao hn so vi ngi thu
thp n t hng v d ng cp no th nhng
ngi ny cng lun cn c o to c th hon
thnh tt cng vic ca mnh.

V. CHC NNG, NHIM V CA NGI BN HNG:
Ngi bn hng c nhng chc nng nhim v c bn nh sau:
1. Bn hng:
Trch nhim chnh ca ngi bn hng chnh l bn nhng
sn phm dch v ca cng ty mnh mt cch thnh cng thng qua
cc cuc giao dch, tip xc trc tip, giao dch qua in thoi hay
nhng dch v khch hng nh th t, t vn, gp g c nhn...
Nhng ngi bn hng cng hin s thnh cng cho cng ty v th
hin mnh qua doanh s bn hng.
2. Nhng nhim v v qun l v iu hnh:
y l nhng cng vic m ngi bn hng tham gia vi nhng
cng vic c th nh gii quyt nhng vn ca khch hng, lp k
hoch, d bo bn hng, nh gi v thm ch c o to. lm c
nhim v quan trng ny, ngi bn hng phi c nhng k nng c
th nh:
- K nng gii quyt vn : y l trch nhim ca
ngi bn hng trong vic gii quyt nhng vn m
khch hng gp phi khi mua sm v s dng sn
phm. Nhng t vn v gip ca ngi bn hng
nhiu khi s gip h bn c hng trong nhng
thng v khc.
- K nng lp k hoch: Ngi bn hng phi t ln k
hoch bn hng cho chnh mnh nh thi gian tip
xc, a im tip xc, cch thc tip xc... Vic ln k
hoch s cho thy ngi bn hng c bit qun l hiu
qu thi gian ca mnh hay khng. Ngi bn hng
bit lp k hoch s t vn tt cho khch hng ca
mnh c bit l cc i l trong vic thc hin cc
chng trnh kinh doanh, xc tin bn hng...
- K nng lp d bo: Khi ngi bn hng c nhim v
lp d bo v ngnh hng, v th trng... h phi c k
nng ny v phi nm vng cc thay i cng nh
trin vng ca th trng da vo thc t, kinh nghim
v linh cm ca bn thn.
- K nng hng dn, o to: Thng thng mt ngi
bn hng giu kinh nghim s m trch vic hng
dn o to cho nhng nhn vin mi vo. Ni dung
o to c th l nhng k nng bn hng chuyn bit,
nhng kinh nghim... v thc hin tt iu ny th
vic hun luyn thng c thc hin ngay khi lm
vic v trin khai hot ng ti khu vc hay a im
no ...
- K nng nh gi: Mt ngi bn hng cng phi bit
v c kh nng nh gi cc vn nh th trng,
khch hng, sn phm... nhng nh gi ny s gip
ch cho chnh cng vic ca h v l thng tin cn thit
cho hot ng kinh doanh tip th ca doanh nghip.
3. Nhng trch nhim v ti chnh:
Trong mt s lnh vc ngnh ngh nh kinh doanh hng cng
nghip chng hn th ngi bn hng cn c kh nng xy dng nhng
k hoch ti chnh tng hp nh thu ti sn, mua li, hng tn kho...
i vi nhng ngi kinh doanh chng khon th trch nhim ny cao
hn, i hi c k nng v trnh nht nh. Ngay c vi nhng
ngi bn hng tiu dng thng thng cng i hi h phi c kh
nng qun l cng n, hng tn kho... v y l nhng vn cn thit
khi thit lp v thc hin mt thng v.
4. Nhng nhim v v marketing:
Bao gm hai cng vic chnh l thu thp thng tin v thi
hnh nhng chng trnh tip th.
- Hot ng thu thp thng tin: V ngi bn hng
thng xuyn tip xc vi khch hng nn h l knh
truyn dn thng tin v cng quan trng t doanh
nghip n khch hng v ngc li. Nhng i din
bn hng thng c yu cu tin hnh vic thu thp
kho st kin khch hng, bo co tnh hnh th
trng v i th cnh tranh nht l khi doanh nghip
sp tung ra sn phm mi. Tuy nhin trong thc t,
hot ng ny ca ngi bn hng cha c tin
hnh ng cch v hiu qu, phn ln h lm khng
my hiu qu; do vy doanh nghip cn khuyn khch
v hng dn h chi tit hn na. Bn cnh , ngi
bn hng cng chnh l ngi thu thp thng tin phn
hi t th trng i vi sn phm v chnh sch ca
cng ty kh chnh xc do h hay lm vic v tr chuyn
vi khch hng, do vy cng ty cn h tr v lu tr tt
nhng thng tin quan trng ny lm t liu khi cn
chnh sa ci tin hay iu chnh chnh sch cho ph
hp vi tnh hnh thc t. Mt khc, ngi bn hng
cng ng thi l ngi a thng tin v chnh sch
mt cch chnh xc y t cng ty n khch hng;
do vy thng qua hot ng ny cng ty c th thit lp
mi quan h tt p vi khch hng.
- Thi hnh nhng chng trnh tip th: Cng ty thng
yu cu ngi bn hng cng phi hp trong cc chin
dch tip th m bo s thnh cng trn vn. Ngi
bn hng phi m bo cho cc chnh sch v khuyn
mi, trng by, qung co... ca b phn tip th c
thc hin y i vi tng khch hng. Trong
trng hp giao dch vi nhng trung gian thng mi
nh ngi bn bun v bn l th ngi bn hng cn
cn phi h tr tch cc cho cc hot ng tip th ca
nhng nh trung gian ny h c th bn c nhiu
hng hn v phc v khch hng tt hn. Nh vy,
nhng ngi lm cng tc bn hng cng cn c kh
nng v tip th v nm vng cch thc phi hp gia
hot ng bn hng v hot ng tip th hon
thnh tt chc nng ca mnh.

VI. NHNG IU KIN V TH CHT, TM L, KIN
THC V PHM CHT CA NGI BN HNG:
- V th cht: Ngi bn hng cn c sc khe, khng b
nhng bnh truyn nhim hay mc d tt v hnh th.
Ngi bn hng cng khng nht thit phi p nhng
phi c duyn, c v sinh thn th tt v to c n
tng tt qua cch i li, n mc.
- V kin thc: Ngi bn hng cn c kin thc tt v
ngnh hng, v sn phm, v cng ty v nhng dch v
m cng ty cung cp. Bn cnh , ngi bn hng cn
phi c k nng bn hng, k nng giao tip v hiu
bit v tm l khch hng.
- V tm l: Ngi bn hng cn lun tch cc trong
cng vic, khng bi quan. H phi lun mm mng,
kin tr khi tip xc vi khch hng. Khng nhng th,
ngi bn hng phi lun ng x tt trong mi hon
cnh, gi bnh tnh, khng n o ph trng, khng b
lung lc v ht sc t tin. C mt im khc bit vi
ngi lm hnh chnh thng thng, ngi bn hng
lun trong t th sn sng, khng n h thi gian,
khng lm vic theo kiu n kng l ra v.
- Phm cht: Ngi bn hng cn t trng, c uy tn,
quyt on, phn ng nhanh nhy. y l nhng phm
cht m khng phi ai cng c sn, nhiu khi phi rn
luyn v hon thin mnh. Bn cnh , tnh hng
ngoi v mong mun c thu nhp cao, lm ch s thay
i s gip ngi bn hng thnh cng.
VII. NHNG C HI, KH KHN V CC VN V
O C:
1. Nhng c hi:
Mt trong nhng vic lm c a thch v nhiu ngi la
chn sau khi tt nghip ngnh qun tr kinh doanh chnh l cng
vic lin quan n bn hng. y l cng vic khi u kh l tng
cho nhng ngi tr tui, nng ng, thch th thch, mong mun c
c hi thng tin v thu nhp cao. Ngi lm cng tc kinh doanh bn
hng ngy nay c rt nhiu c hi v ti chnh, s a dng trong cng
vic, chng t hnh nh bn thn, s c lp v c hi thnh cng.
- C hi v ti chnh: ngi bn hng c c hi c thu
nhp rt tt t chnh cng vic ca mnh khi h bit
thit lp k hoch, t ch trong hot ng v bit tnh
ton. Ngi nhn vin ban u c th c mc lng
cha cao nhng h c tin hoa hng v tin thng
theo doanh s. Do vy, tch cc v c gng hn na
c nhiu n hng th c hi c thm thu nhp l iu
tt nhin.
- S a dng: y l c hi dnh ring cho cng vic
bn hng khi tip xc trc tip. Nhng nhn vin kinh
doanh c nhiu c hi tip xc vi nhiu loi khch
hng khc nhau trong nhng tnh hung hon cnh
ht sc phong ph. Chnh v vy, ngi bn hng phi
lun sng to v phn ng linh hot trong cc tnh
hung a dng ny. Ngay c ti cng ty, chnh sch bn
hng v sn phm cng lun c s thay i theo thi
gian, do vy, ngi nhn vin kinh doanh hoc thm
ch c nhng ngi c lin quan n hot ng ny
cng phi lun cp nht, lun hc hi p ng vi
nhng thay i ny. Nh vy, ngi bn hng l ngi
lun t lm mi mnh, linh hot v sng to trong mi
hon cnh y chnh l s a dng m khng phi
ngnh ngh no cng c c.
- C hi chng t kh nng c nhn: Ngi bn hng
ngay sau khi c tung vo lm vic thc t l h c
th chng t c bn thn thng qua doanh s, s
lng khch hng, s n hng, ch tiu t c... C
hi chng t bn thn ny thng r rng, nhn thy
mt cch kh d dng so vi cc cng vic khc.
- Tnh c lp: Ngi lm cng vic bn hng ni chung
thng phi chu trch nhim chnh v khu vc m
mnh ph trch; do vy tnh c lp ca cng vic ny
kh cao. H thng t trin khai cng vic, bo co kt
qu cho ngi qun l v t vn hnh cng vic, t
qun l thi gian v cc mi quan h sao cho c hiu
qu nht. S ch ng v cng vic, thi gian chnh l
nhng yu t quan trng em li s c lp cho ngi
bn hng. Tuy nhin, s c lp ny phi lun trong
trng thi tch cc ngi bn hng va t c
thnh tch tt trong cng vic, i ng chin lc mc
tiu ca cng ty v va lm hi lng khch hng mc
tt nht.
- C hi thng tin trong ngh nghip: Ngy nay rt
nhiu ngi v tr qun tr cp cao xut thn t nhn
vin bn hng. Cng vic ny em li trin vng cao
cho nhng ngi c mc tiu thng tin trong ngh
nghip. V sao vy? n gin l v h c hun luyn
rt bi bn v giao tip v thit lp quan h, h c c
hi chng t mnh qua doanh s v li nhun t c,
c nhiu cch thc hng ti nhng nc thang cao
hn t nhn vin n cp qun l trung gian, ph trch
kinh doanh v iu hnh chung.
V d: Hin nay trong cc cng ty c vn u t nc ngoi ti Vit
Nam nh Pepsi Cola, Coca Cola, P&G hay Unilever, rt nhiu
qun tr vin cp trung v cao xut thn t cng vic kinh
doanh v h chng t c hnh nh ca mnh, khng nh
c bn thn l nhng ngi: lm thu s mt ti Vit
Nam vi mc lng cao v cc phng tin, phc li i km
ca doanh nghip nhm gi chn h mt cch tt nht.
2. Nhng kh khn:
Ngi bn hng v phi thng xuyn tip xc vi khch hng,
lm vic vi p lc cao nn h thng gp nhng kh khn nh:
- S cng thng, trm cm do gp phi nhng khch
hng kh tnh, kh chiu, khng bit iu, i hi qu
nhiu.
- p lc doanh s s lun tng dn theo thi gian lm
ngi bn hng mt n mt ng nht l khi cn bo
co theo nh k.
- p lc v thi gian v cn phi di chuyn thng
xuyn, i xa nh, gp khch khi yu cu bt k gi
gic. i vi nhng ngi bn hng xut khu, vic di
chuyn qua cc vng, cc nc khc nhau s lm ng
h sinh hc ca h b trc trc nng n.
- Nhng nguy c sa ng, h thp mnh, nh mt bn
thn do rt d b cm d bi khch hng, bi ng tin.
- Phi lun h hi, lun vui v giao tip mc d trong
lng chn ght hay kh chu.
Trn y l mt s kh khn m ngi bn hng hay gp phi,
trong thc t khi chng ta ra lm vic s cn nhng kh khn pht
sinh m chng ta phi t mnh vt qua y qu l iu khng d
dng.
3. Cc vn v o c:
Mt s tnh hung v o c m ngi bn hng thng gp
phi khi tin hnh hot ng kinh doanh thng lin quan n quan h
gia con ngi vi con ngi, cc chnh sch v gi c, cc vn
lin quan n tng qu hay thc hin chng trnh khuyn mi. Sau
y l mt s hon cnh c th:
- Quan h gia nhn vin bn hng khch hng: Mt
s ngi bn hng v p lc doanh s thng mc phi
li bn hng qu nhiu cho khch gy nh hng
nghim trng khi khch hng khng tiu th hoc s
dng ht. Mt vn na l i khi ngi bn hng
c tnh khng cung cp y thng tin cho khch
hng, thng tin ny c th nh hng n quyn li
ca ngi khch hng v xu i cc mi quan h.
- Quan h gia nhn vin bn hng cng ty: i khi c
nhng nhn vin bo co sai lch v vn chi ph. H
c th li dng s kim sot thiu hiu qu ca cng ty
a thm nhng chi ph c nhn khng lin quan
vo chi ph cng tc hay tip khch. y l iu m cc
nh qun tr cn lu tm v c nhng bin php ngn
chn x l kp thi. Mt khc, vic c tnh bo co cc
thng tin v khch hng, th trng mang tnh i ph
s gy nh hng n hot ng bn hng v cc cng
vic c lin quan. Mt ngi bn hng c th a
thng tin sai lch v s lng cuc gi, s ln tip xc
vi khch hng nhm t c yu cu ca cng ty, vi
nhng thng tin kiu ny h s dng qua mt cp
qun tr nu cp qun tr l nhng ngi cn t kinh
nghim. iu m ngy nay chng ta cng thng thy
trong cc doanh nghip l vic che giu cho ng
nghip, san s doanh thu hay n hng mi ngi
u c thnh tch v chuyn ny s c thc hin theo
kiu : c qua c li theo tng k bo co. Ngoi ra,
ngi bn hng trong cng i s c tinh thn tng tr
theo kiu che du nhng vi phm ca ng nghip, cng
nhau vi phm chnh sch ca cng ty v qua mt cp
trn.
- Cui cng l hin nay chng ta cn thy mt kiu lm
vic phi o c ca ngi bn hng nh trong lnh
vc bo him nhn th chng hn, h s c tnh thu ph
kh nhiu khch hng chim ot tin ca khch
hng hay chim dng tin cng n ca cng ty (thng
ri vo nhng ngi c v tr c giao khu vc qun
l).
Trn y l mt s tnh hung v o c ng suy ngm khi
mt ngi quyt nh la chn cng vic l ngi bn hng. Cc tnh
hung ny trong thc t tng xy ra v nh hng n li nhun
ca cng ty cng nh lm xu i hnh nh ca ngi bn hng ni
chung. Tuy nhin, vi nhng cnh bo r rng v s t ch bn thn,
nhng ngi lm cng vic bn hng s c trnh cc tnh hung ny
c th c c con ng s nghip vng vng v vinh quang.

VIII. NHNG VN CA NGH BN HNG TRONG TH
K 21:
Cng vic bn hng l mt ngh nghip th v, nhiu trin vng
v lm nguy nan. Trong s thay i ca th k mi vi nhng thnh
tu v khoa hc k thut, s giao lu hi nhp v kinh t quc t,
cng vic bn hng c nhng vn nh sau:
- S lng ngi gia nhp lc lng bn hng ngy mt
ng o: khng nhng lc lng ng m cc chc
danh, cc v tr cng vic ngy cng tr nn phong ph
hn. Lc lng bn hng gia tng c v s lng v
cht lng, ngay c nhng ngi lm cng tc chuyn
mn nh k s, bc s... cng tham gia vo lc lng
bn hng gin tip hay trc tip v lm cho lc lng
ny tr nn hng hu hn bao gi ht.
- Cuc cch mng thng tin ton cu bng n dn n
ngi bn hng phi chuyn nghip hn trong cng
vic, c bit l s dng cc phng tin thng tin lin
lc hin i. Vic bn hng truyn thng qua gp g
trc tip c chiu hng gim dn thay vo l
vic kinh doanh qua mng chnh l thng mi
in t. Ngi bn hng no bit ng dng tt cng
ngh thng tin, p ng v mt tc x l v cung
ng th s chim li th hn. Bn cnh , nhng
ngi bn hng cng cn c k nng phn tch v tng
hp thng tin, c hiu bit su rng v sn phm, tm
l x hi v h cn tip xc vi khch hng trn c th
gii v phi phc v chu o tt c.
- Lut php bo v quyn li ngi tiu dng v trnh
dn tr ngy cng nng cao dn n ngi bn hng
phi ng x theo ng chun mc v o c v php
l.
- S cnh tranh gay gt ca th trng dn n s cnh
tranh gay gt ca nhng ngi bn hng. Ngi bn
hng ngy nay cn phi kho lo hn, chuyn nghip
hn, c trnh phn tch v ng dng kin thc kinh
t, cng ngh thng tin tt hn phc v cho vic
phn tch nh gi tnh hnh th trng, tm hiu i
th, chm sc khch hng, lp bo co theo yu cu
ca cng vic.
- Ngi bn hng ngy nay tuy cng vic mang tnh c
lp cao nhng h thng l thnh vin ca mt t chc
kinh doanh no do vy h phi lm vic mang tnh
chuyn mn ha cao v phi nm vng cc quy
nh, chnh sch cng nh tham gia vo cc hip hi
c h tr v nng cao kh nng cnh tranh.

TM TT

Chng hai i vo mt ni dung c th l phn tch v
nhng vn quan trng lin quan n cng vic bn hng. Ni dung
chnh ca chng ny bao gm nhng vn nh sau:
- Bn hng l mt qu trnh mang tnh c nhn trong
ngi bn tm hiu, khm ph, gi to v p ng
nhng nhu cu hay c mun ca ngi mua nhm
thc hin quyn li tha ng, lu di ca hai bn. Bn
hng lm cho hng ha lu thng t ngi sn xut
n ngi tiu dng, t ni d tha n ni c nhu
cu.
- Vai tr ca vic bn hng: l mt chui cc hot
ng mang tnh c lp nhm thit lp cc quan h v
truyn thng tin, dch v, sn phm mt cch hiu qu
t nh sn xut n ngi tiu dng vi mc tiu chnh
l tha mn v p ng tt nht nhu cu ca c hai
bn.
- Lch s ca ngh thut bn hng gm bn thi k: thi
k trc khi bt ngun, thi k bt ngun, thi k pht
trin nn mng, thi k tinh lc v hnh thnh.
- C nhiu cch phn loi v ngh bn hng da trn cc
tiu ch tiu biu nh: theo a im, theo quy m bn
hng; theo hnh thc v cch thc s hu hng ha;
theo chc danh v theo ng cp.
- Cc chc nng v nhim v chnh ca ngi bn hng
bao gm cc cng vic sau: bn hng, qun l iu
hnh, trch nhim v ti chnh v nhng nhim v v
marketing.
- Ngi bn hng cn phi p ng nhng iu kin
quan trng v tm l, v th cht, v tm l v phm
cht thc hin tt cng vic ca mnh cng nh
thnh cng hn na trong s nghip.
- Nhng thun li v kh khn m ngi bn hng
thng gp phi trong ngh nghip l trin vng v
thng tin, c hi kim tin, s a dng v c lp
trong cng vic; bn cnh h gp phi nhng kh
khn v p lc doanh s, p lc thi gian, p lc t
pha khch hng v vic phi thay i qu nhiu cho
yu cu ca cng vic.
- Mt s vn v o c m ngi bn hng hay gp
phi l cc quan h vi khch hng, quan h gia
ng nghip vi nhau v vi cp trn, cc gian ln v
chi ph, tin bc...
- Th k 21 vi s pht trin vt bc ca kinh t x hi,
cng ngh thng tin i hi ngi bn hng phi
chuyn nghip hn trong vic tip cn khch hng v
ng dng tt cc phng tin thng tin lin lc, phi
lun cp nht kin thc v hiu qu trong hnh ng
t c mc tiu ca bn thn v t chc.

CU HI N TP

1. tr thnh mt ngi bn hng gii cn phi c nhng phm
cht v k nng g?
2. Cho bit s khc bit c bn gia ngi nhn n hng v
ngi to ra n hng? Cho v d minh ha.
3. Cho bit nhng p lc m ngi bn hng thng gp phi
trong cng vic v trong cuc sng?
Chng 3:
GIM C BN HNG
CHUYN NGHIP

Cc bn thn mn,
Chng 3 gii thiu v vai tr, trch nhim ca Gim c bn
hng, cc k nng m Gim c bn hng cn c cng nh quy trnh
bt nhn vin vo v tr ny. Nhng kh khn v quyn li ca
Gim c bn hng cng c trnh by trong chng ny.

A. MC TIU:
Sau khi hc xong chng ny, sinh vin s bit c :
- Vai tr, trch nhim ca Gim c bn hng.
- Cc k nng, tnh cch cn c ca Gim c bn hng.
- Quy trnh bt nhn vin cho hng ln v tr Gim
c bn hng.
- Nhng kh khn, cc im cn quan tm thnh
cng trong giai on chuyn tip.
- Thu nhp v cc quyn li khc dnh cho Gim c
bn hng.

B. NI DUNG CHNH:
I. KHI NIM:
Gim c bn hng l ngi chu trch nhim lp k hoch
kinh doanh, t chc, tuyn dng, o to, lnh o v nh gi cc
hot ng ca lc lng bn hng, cc chin lc v bin php
thc hin vic bn hng, t mc tiu doanh nghip.
1

II. NHIM V CA GIM C BN HNG:
Gim c bn hng c nhim v trng yu l qun l, lm tng
nng lc v hiu qu i ng nhn vin bn hng. Ngoi ra, Gim c
bn hng cn l ngi i din cng ty trc khch hng.
Nhim v ca Gim c bn hng khng ch bao gm cc cng
vic lin quan n chc danh, m cn phi tp trung vo nhiu cng
vic khc ti doanh nghip nh:
- Qun tr lc lng bn hng.
- Qun tr hnh chnh.
- Tip th.
- Bn hng trc tip.
- Ti chnh.
1. Qun tr lc lng bn hng:
Gim c bn hng phi thc hin vic hoch nh, t chc,
lnh o v nh gi. Gim c bn hng v nhn vin bn hng c

1
Fundamentals of Selling, Sixth Edition, Irwin Mc Graw Hill 1999

quan h h tung. S thnh cng ca Gim c bn hng ty thuc
vo s thnh cng ca lc lng nhn vin bn hng v nhn vin bn
hng cn c s h tr ca Gim c bn hng thc hin cng vic
bn hng thnh cng. Nhng hot ng nhm gia Gim c bn
hng v i ng nhn vin bn hng s quyt nh s thnh cng ca
c nhm.
2. Qun tr hnh chnh:
Bao gm cc nhim v qun l phng/khu vc bn hng. Cc
cng vic qun l hnh chnh c th l lu tr h s, bo co, qun l
nhn vin vn phng
3. Tip th:
C nhng cng ty, Gim c bn hng cng vi nhn vin bn
hng pht trin, thc hin nhng chin dch tip th cho khch hng.
4. Bn hng trc tip:
Nhiu trng hp Gim c bn hng thc hin c vic bn
hng trc tip vi khch hng, gp phn vo doanh s ton b phn.
Gim c bn hng thng nm gi cc khch hng quan trng vi
doanh s mua hng ln (key accounts). Gim c bn hng c th
thc hin bng vic bn trc tip hoc qua in thoi.
5. Ti chnh:
Gim c bn hng c trch nhim quan tm n chi ph ca
nhn vin bn hng (o to, giao dch, i li), tn kho, cng n ca
khch hng Gim c bn hng cn phi thc hin vic phn tch,
d bo doanh s ton b cng ty, doanh s pht trin ca tng khch
hng.
6. Quan h:
Gim c bn hng thit lp, duy tr cc mi quan h bn trong
v bn ngoi doanh nghip. Gim c bn hng cn c s phi hp,
h tr t cc phng ban khc nh: k ton, tip th, sn xut c
th iu hnh cng vic kinh doanh, bn hng hiu qu. S hp tc t
pha t cc nhn vin bn hng cng rt cn thit. Bn cnh , mi
quan h bn ngoi doanh nghip (nh cung cp, i l) s gip
Gim c bn hng c thng tin v th trng, l c s a ra cc
chnh sch kinh doanh hiu qu.
a. Quan h bn trong:
Gim c bn hng c nhng mi lin h vi cc phng ban
khc trong doanh nghip nh:
- Phng k ton ti chnh: cung cp thng tin v khch
hng: thanh ton, cng n, hay cc chng t h tr
vic bn hng: ha n, phn tch doanh thu, li
nhun, tr gi tn kho
- Phng nhn s: h tr trong vic tuyn dng nhn vin
bn hng, phi hp vi Gim c bn hng a ra m
t cng vic, cc chnh sch lng, thng, hoa hng
cho nhn vin bn hng. Trong nhiu trng hp,
phng nhn s m nhim vic t chc o to cho
nhn vin mi.
- Gim c marketing: Gim c bn hng c s hp tc
cht ch vi Gim c marketing c thng tin v sn
phm, cc chng trnh marketing v phng marketing
a ra chnh sch, chng trnh cn phng bn hng
s m nhim vic thc thi.
- Phng nghin cu v pht trin: tm hiu v khuynh
hng khch hng, th trng, sn phm
- Phng sn xut: hp tc trong vic lp k hoch d bo
tiu th, sn xut p ng nhu cu th trng, trnh
tnh trng thiu hay tha hng. Ngoi ra, Gim c
bn hng cn phi iu hnh knh thng tin phn hi
t th trng vi b phn sn xut ci thin cht
lng sn phm.
b. Quan h bn ngoi:
Gim c bn hng thit lp v duy tr cc mi quan h bn
ngoi doanh nghip. y c xem l mt trong nhng cng vic cn
c Gim c bn hng quan tm. Cc mi quan h bn ngoi v c
bn c th phn thnh nh sau:
- Cc nh cung cp.
- Nh phn phi, i l tiu th sn phm, khch hng.
- i th cnh tranh: c thng tin v th trng, khch
hng Tuy nhin, Gim c bn hng cn thn trng
trong nhng mi quan h ny.
- Cc t chc doanh nghip, hip hi: mang n c hi
gii thiu cng ty, sn phm, cc c hi hp tc kinh
doanh
- Cc t chc chuyn mn: cc t chc o to hun
luyn, cung cp dch v

III. T NHN VIN CHO HNG N GIM C BN
HNG:
Nhng khc bit gia nhn vin bn hng v Gim c bn
hng?
iu g s xy ra khi mt nhn vin bn hng c bt lm
Gim c bn hng? Thng thng, cc c tnh cn c l mt
Gim c bn hng gii khc xa so vi nhng iu ca mt nhn
vin bn hng, c bit l v cng vic v trch nhim. Nhiu thay i
s n vi mt Gim c bn hng va c bt. Mt s thay i
c nhn ra ngay tc thi: phng lm vic ring, tng lng, chc v
mi, quyn iu hnh i vi nhn vin bn hng v c sp mi.
Gim c bn hng phi thch nghi vi nhng thay i mi ny.
Cc khc bit gia nhn vin bn hng v Gim c bn hng
c phn loi theo nhng tiu ch sau:
- Mc tiu: mc tiu ca nhn vin bn hng l mc tiu
bn hng ca bn thn trong khi mc tiu ca Gim
c bn hng l mc tiu bn hng (doanh thu, li
nhun) ca ton b phn, cng ty.
- Trch nhim: trch nhim ch yu ca nhn vin bn
hng l tm kim khch hng, tng doanh thu trong
khu vc, sn phm mnh c phn cng ph trch.
Gim c bn hng chu trch nhim pht trin lc
lng bn hng, pht trin nhng c hi, quan h kinh
doanh trong di hn.
- Quan h: nhn vin bn hng thng lm vic c lp
v thng ch quan tm n im mnh, im yu ca
bn thn. Gim c bn hng ngoi bn thn, phi
hiu r v cc nhn vin bn hng a ra cc
chng trnh pht trin ph hp. Gim c bn hng
cn phi thit lp cc mi quan h tt vi cc Gim c
phng ban khc.
- Vai tr: Gim c bn hng phi thng qua cc nhn
vin bn hng t c mc tiu. iu ny i hi
Gim c bn hng phi thit lp mc tiu cho cc
nhn vin bn hng, to ra c s hp tc ca h, h
tr h t c mc tiu ra.
- Qun l hnh chnh: Gim c bn hng l mt thnh
vin qun tr ca cng ty v ng nhin phi thc
hin cc cng vic v qun l hnh chnh i vi b
phn bn hng.
- K nng yu cu cho cng vic: nhn vin bn hng
cn kin thc chuyn mn hon thnh cng vic.
Gim c bn hng, ngoi kin thc chuyn mn, cn
phi c b sung nhiu k nng khc nh truyn t,
hoch nh, lnh o, khuyn khch, hun luyn.

IV. LA CHN NHN VIN BN HNG B NHIM
GIM C BN HNG:
Hu ht cc nhn vin bn hng u c c m s c thng
tin ln Gim c bn hng sau thi gian lm vic. La chn nhn
vin bn hng b nhim Gim c bn hng l mt chnh sch u
vit, mang tnh khuyn khch, ng vin cao v s cng hin, gn b
lu di ca lc lng bn hng, c bit trong tnh hnh th trng lao
ng hin nay, ngh bn hng c nh gi l c t l nhn vin dch
chuyn, thay i ni lm vic nhanh nht.
Qu trnh la chn nhn vin bn hng b nhim Gim c
bn hng gm 3 bc chnh:
- Xc nh nhng tiu chun la chn thch hp.
- Xc nh cc ng c vin c kh nng.
- Tham kho kin vi cp qun tr.
a. Xc nh nhng tiu chun la chn:
Mt Gim c Bn hng cn c cc phm cht v kh nng sau:
- Hoi bo tr thnh Gim c bn hng.
- Thin ch mong mun chia s thng tin.
- Kh nng giao tip, to mi quan h.
- Tinh thn t chc v k lut trong cng vic.
- Kh nng lm vic nhm hiu qu.
- Kh nng trnh by kin, thuyt phc.
c th chn c Gim c bn hng, trc ht phi xc
nh c cc tiu chun chn la, c bn c th s dng mt trong
hai cch:
- a ra cc tnh cch v thi ng x: cc im sau
c th c xem xt a ra tiu chun chn la
Gim c bn hng:
- Kt qu bn hng: doanh s, li nhun, t l t mc
tiu ra.
- Tnh cch: sng to, kh nng suy xt, phn on, s
thuyt phc, kin tr.
- Tnh cch qun l: tnh nht qun, s ph thuc, thng
minh.
- Nhn thn: tnh trng hn nhn, din mo
- Sc mnh trong t chc: lm vic vi mt Gim c
bn hng thnh cng, thi gian lm vic, kinh nghim.
- nh hng qun tr: kh nng qun l thi gian, thi
i vi chnh sch cng ty, mong mun thng tin.
- Trnh chuyn mn : bng cp.
- S dng tiu s: chia cc nhn vin bn hng thnh
cc nhm da trn tnh cch c nhn v chn ra nhng
nhm u tin, ph hp vi yu cu ca doanh nghip
la chn ng vin.
b. Xc nh cc ng vin:
Cc tiu chun i vi Gim c bn hng cn c ph bin
rng ri trong lc lng bn hng. iu ny s kch thch, ng vin
cho cc nhn vin bn hng phn u v khi v tr trng th doanh
nghip d dng xc nh c cc ng vin.
Sau khi xc nh c cc ng vin, doanh nghip s thc hin
phng vn ni b chn ra ng vin ph hp nht cho v tr ny.
c. Tham kho kin:
ra quyt nh, cp lnh o thng tham kho kin t
nhiu ngun:
- Trong rt nhiu trng hp, kin ca ngi tin
nhim c xem xt.
- T chnh lc lng bn hng hin ti.
- Phng nhn s.
- Gim c cc phng ban.
- Khch hng ca doanh nghip.

V. QU TRNH CHUYN TIP T NHN VIN BN
HNG TR THNH GIM C BN HNG:
1. Nhng kh khn thng gp:
Mt trong nhng kh khn ln nht i vi Gim c bn hng
mi l thiu cc k nng, nng lc qun l. iu ny i hi Gim
c bn hng mi cn hc hi, trang b cc nng lc, thi v k
nng qun l lc lng bn hng.
Ngoi ra, cng ty thng mong mun Gim c bn hng mi
thch nghi v lm cng vic mi hiu qu ngay. Thm ch, nhiu
trng hp h nhn c qu t s h tr t pha cng ty. Cc kha
o to cung cp cc k nng mi cn thit cho cng vic c th n
sau vi thng. Nhng iu ny a cc nh qun l mi vo tnh
hung bi hay chm, to ra cc cng thng ng k.
Mt s cng ty trnh tnh hung ny thng b nhim Gim
c bn hng mi vo nhng khu vc nh ri sau chuyn dn sang
khu vc ln hn sau mt thi gian h thc hin tt cng vic. Mt s
cng ty khc t chc nhng kha hun luyn k nng qun l cho
nhn vin bn hng tim nng, a ra quy trnh pht trin, vi vic b
nhim v tr tr l cho cc Gim c bn hng trc khi tr thnh
Gim c bn hng hot ng c lp.
2. thnh cng trong qu trnh chuyn tip:
thnh cng trong qu trnh chuyn tip thng c xem l
kh khn nht, Gim c bn hng mi cn c thi hc hi: sn
sng hc hi, thay i, thch nghi, tm kim s h tr khi cn.
Cc Gim c bn hng c nhng nhn nhn v cng vic qun
l v tr mi trc thng s thch nghi vi v tr mi nhanh hn.
H sn sng cho cc tnh hung khc vi nhng g h lm trc .
Cc k nng, chuyn mn c ch trong nhiu tnh hung, nhng khng
phi l tt c. H chp nhn cc li c th xy ra, v y l iu khng
th trnh khi trong qu trnh hc cng vic mi.
Cc Gim c bn hng mi cn tm hiu trch nhim, cng
vic mi thay v tip tc nhng cng vic trc y.
Trnh thay i qu nhiu i vi mi trng cng vic mi.
iu ny c th gy ra s chng li t cc nhn vin di quyn v
cc thay i c th khng ph hp khi nh qun tr cha hiu r
hot ng.

VI. THU NHP CA GIM C BN HNG:
Ngoi l do t c v tr cao hn, gia nhp i ng cc nh
qun tr, th thu nhp cao l l do th hai nhn vin bn hng n lc
tr thnh Gim c bn hng.
Thng th Gim c bn hng c thu nhp cao hn so vi cng
v tr ca cc b phn sn xut, nhn s, dch v Hn th, Gim c
bn hng cn c nhiu u i khc: xe hi, in thoi di ng, th
thnh vin cc cu lc b, h tr hc tp
Thu nhp ca Gim c bn hng thng bao gm: lng, h
tr, thng doanh thu, hoa hng, phn trm li nhun t hot ng kinh
doanh ca cng ty, c phiu u i

VII. NHNG VN O C:
Trong nhiu tnh hung, Gim c bn hng ng trc vic
la chn nhng kh nng m trong ng hay sai khng th xc
nh r rng ti thi im ra quyt nh. Nhng tnh hung kh khn
ny c nhng lc lin quan n cc vn o c.
C th phn loi cc vn o c theo 3 nhm chnh:
- Gim c bn hng v cng ty.
- Gim c bn hng v i ng nhn vin cho hng.
- Gim c bn hng vi i th cnh tranh v khch
hng.
1. Gim c bn hng v cng ty:
Gim c bn hng i din vi nhng p lc ca vic hon
thnh cc mc tiu bn hng, c th vi phm mt cch v tnh hay c
nhng quy nh ca cng ty, nh hng n quyn li ca doanh
nghip, c ng.
2. Gim c bn hng v lc lng bn h ng:
Mt nhim v quan trng ca Gim c bn hng l ng vin,
khuyn khch, to c hi thng tin cho nhn vin bn hng. Tuy
nhin, trong nhiu tnh hung, Gim c bn hng v quyn li cng
ty c th a n nhng bt li cho mt nhn vin bn hng no .
3. Gim c bn hng vi i th cnh tranh v khch hng:
Trong nhiu trng hp, cc quyt nh ca Gim c bn hng
c th dn n cc vn o c trong kinh doanh. Khc vi cc vn
o c vi cng ty, nhn vin bn hng, cc vn lin quan n
i th cnh tranh, khch hng c th gn vi ranh gii php lut.

TM TT

Ngoi nhim v trng yu l qun l, lm tng nng lc v hiu
qu i ng nhn vin bn hng, Gim c bn hng cn phi dnh
thi gian cho nhng cng vic khc: qun tr hnh chnh, tip th, bn
hng trc tip, ti chnh
Nhng khc bit gia mt nhn vin bn hng v mt Gim c
bn hng, quy trnh chn la bt Gim c bn hng i ng
nhn vin bn hng, nhng tiu chun phm cht cn thit l nhng
iu Gim c bn hng cn bit. Mt nhn vin bn hng c bt
ln v tr Gim c bn hng s khng trnh khi nhng kh khn
trong thi gian chuyn tip v trang b mt s k nng, mt s lu
trong giai on ny l rt cn thit thnh cng.
Nhng vn o c c th pht sinh trong cng vic ca
Gim c bn hng vi cng ty, vi i ng bn hng v c i th
cnh tranh.

BI TP TNH HUNG

Bn l Gim c bn hng ca cng ty Kin Hng cung cp sn
phm ni tht: bn gh, vch ngn cho cc vn phng lm vic.
Hin ti Phng kinh doanh ca bn ang cho hng cho mt d
n cao c vn phng ln sp hon thnh phn xy dng v chun b
cho vic lp t ni tht.
Vi d n ny, cng ty bn v mt cng ty i th khc cng
cho hng. Theo nh gi ca bn, sn phm ca Kin Hng c li th
v cht lng, gi c so vi i th cnh tranh. Bn c thng tin rng
i th cnh tranh dnh cho nhn vin ph trch mua hng mt t l
phn trm trn tng gi tr hp ng, c c hi thng bn.
Gi tr cung cp hng cho d n ny chim mt phn quan trng
gip bn hon thnh ch tiu doanh s nm 2007. Ngoi ra, i vi cc
khch hng d n, Phng kinh doanh ca bn cn c nhn tin
thng l 5% trn li nhun mang li.
Bn s gii quyt nh th no?

Chng 4:
LNH O PHN TCH
D BO HN NGCH
LP NGN SCH BN HNG

Ni dung chng 3 nu nhng nhim v ca Gim c bn
hng, nhng phm cht m ngi Gim c bn hng cn c. Chng
ny s tip tc gii thiu r hn nhng k nng m ngi Gim c
bn hng cn c c th lm tt cng vic ca mnh.

A. MC TIU:
Chng ny nhm cung cp cho sinh vin nhng kin thc v:
- Vai tr lnh o, cc k nng cn thit ca Gim c
bn hng.
- Cc cng c trong phn tch doanh s, chi ph, ti
chnh.
- Cc cng vic chnh ca Gim c bn hng: d bo,
hn ngch, lp ngn sch bn hng.

B. NI DUNG CHNH:
I. PHT TRIN CC K NNG LNH O:
Gim c bn hng l mt nh lnh o v phi chu trch
nhim v c s nh hng n cc hot ng ca lc lng bn hng
trong vic t c mc tiu v doanh s, chi ph, li nhun Pht
trin cc k nng lnh o hiu qu l mt trong nhng mc tiu quan
trng ca cc Gim c bn hng.
Lnh o l kh nng gy nh hng thng qua giao tip vi
hnh ng ca ngi khc, mt c th hay mt nhm, t c mt
gi tr, ngha v mc tiu tin nh trc.
2

Lnh o l mt phn ca qun tr nhng khng bao gm tt c
qu trnh qun tr: lp k hoch, t chc, iu hnh v kim sot. Lnh
o l kh nng thuyt phc, kch thch ngi khc lm vic theo mc
tiu ra mt cch t nguyn.
1. Cc hnh vi lnh o:
C 4 loi hnh vi lnh o m Gim c bn hng c th p
dng to nh hng, kch thch nhn vin bn hng t mc tiu l:
lnh o trc tip, lnh o bng cch h tr, lnh o theo thnh tch
c nh hng, lnh o c s tham gia.
- Lnh o trc tip: ch trng vo cc quy tc, cc bc
tin hnh. Nh qun tr xc nh cc tiu chun kt
qu r rng, cc nhim v c nh hng, n nh sn.
Vi cch ny, Gim c bn hng nh ra cng vic c
th cho nhn vin bn hng, cch t c mc tiu.

2
Jamers M.Comer, Qun tr bn hng, NXB Tp. H Ch Minh, 2002
Nhn vin bn hng thc hin chnh xc cc cng vic
m Gim c bn hng ra.
Hnh vi lnh o trc tip ph hp vi giai on bn hng kh
khn v khng thun li, lc lng bn hng cn s lnh o cao
xc nh r mc tiu, cc cng vic, cch thc phi thc hin t
mc tiu ra.
- Lnh o bng cch h tr: dn ch, c s tham gia
ng gp kin gia nhn vin v nh lnh o. Hnh
vi lnh o ny ch trng n vic lm hi lng cc
nhn vin di quyn, kch thch nhn vin hp tc v
h tr ln nhau hon tt cng vic. Nh lnh o thin
v tnh cm v c gng xy dng mi quan h.
- Lnh o theo thnh tch c nh hng: nh lnh o
a ra cc mc tiu cao v to ra nim tin cao cho cc
nhn vin rng h s t c cc mc tiu . C th
l Gim c bn hng ra mc tiu cao, tho lun vi
nhn vin bn hng c th v thuyt phc h tin rng
h s t c.
- Lnh o c tham d: Gim c bn hng v nhn vin
bn hng tham gia tho lun, a ra quyt nh mc
tiu. Hnh vi lnh o ny to c s lin i, cam
kt cao ca c nhm t c mc tiu ra.
2. K nng giao tip:
Gim c bn hng c nhiu mi lin h vi ngi khc, trong ni
b cng ty (lnh o cc phng ban, Tng Gim c, cc nhn vin
bn hng) cng nh bn ngoi cng ty (khch hng, i l). K
nng giao tip l rt cn thit Gim c bn hng thc hin hiu
qu cng vic.
a. Cc mc tiu giao tip ca nh lnh o:
- Thuyt phc: nhm thuyt phc ngi nhn thng bo.
- Thng bo: cung cp thng tin cho ngi nhn.
- Tnh cm: nh lnh o th hin cm xc vi thng tin
a ra.
b. Cc phng php giao tip:
Nh lnh o cn hon thin cc k nng ni v vit hiu qu
trong cc tnh hung khc nhau. iu ny i hi kinh nghim lm
vic, s tp luyn, s chun b cho nhiu tnh hung khc nhau.
- Bng li: cht lng ca vn ni v vit xc nh tnh
hiu qu ca giao tip. Vi thi gian, kinh nghim
trong thi k l nhn vin bn hng, Gim c bn
hng quen thuc vi vic giao tip ni, vit vi cc tnh
hung khc nhau. Mt iu cn ghi nh l s din t
nn r rng, ngn gn v chnh xc.
- Giao tip khng bng li: bao gm cc c ch iu b,
s biu l nt mt nhng hnh vi ny cng cha
ng thng tin. Nh qun tr cn bit hiu c tm
trng, s ng ca ngi khc trong qu trnh giao
tip.
- S lng nghe: lng nghe l mt k nng nh qun tr
cn hon thin nng cao hiu qu trong giao tip vi
lc lng bn hng, khch hng.
- To nh hng: trong giao tip, nh lnh o c th p
dng cc chin lc sau gy nh hng:
S hp l: a ra s liu, d kin h tr.
S quyt on: nh qun tr cn c thi quyt on v nhng
quyt nh kp thi, hp l thng qua hnh vi, li ni.
Thn mt: th hin bng tnh cm, ng vin, tn thng.
Lin kt: huy ng ngi khc trong cng ty.
Tha thun giao ko: a ra cc quyn li nu nhn vin t
mc tiu.
Thm quyn cao hn: s dng s h tr cp cao hn trong cng
ty.
Thng pht: nh qun tr cn ra v thc hin chnh sch
thng pht c th, hiu qu.
3. Nhng nguyn tc quan trng trong lnh o:
- Tin tng vo nhn vin: y l yu cu quan trng
c bit l trong vic trao quyn quyt nh cho cp
di
- Pht trin tm nhn: Gim c bn hng cho thy vin
nh ca s thnh cng c ngha nh th no i vi
c nhn, s nghip nhn vin bn hng. n gin hn,
h s t c nhng iu g khi h hon thnh mc
tiu ra.
- Bnh tnh trc cc kh khn, khng hong.
- Khuyn khch chp nhn ri ro: khuyn khch nhn
vin bn hng sng to, a ra tng mi.
- L mt chuyn gia: Gim c bn hng c kin thc
chuyn su, l ngi cung cp gii php trong cc tnh
hung kh, khng tiu chun, ngoi kh nng gii
quyt ca nhn vin bn hng.
- S n gin: nguyn tc KISS keep it short and
simple: lm cho s vic, vn c nhn nhn, gii
quyt theo cch n gin.
II. PHN TCH V CC CNG C PHN TCH:
Vic phn tch cc d liu v doanh s, chi ph bn hng ca
cc khu vc, sn phm gip cho Gim c bn hng nh gi chnh
xc tnh hnh kinh doanh ti nhng thi im khc nhau, xc nh
c cc vn cn quan tm, gii quyt v a ra c cc gii php
ti u.
1. Phn tch doanh s:
Phn tch doanh s l nghin cu cc d kin doanh s qu
kh ca cng ty, vi mc tiu c gng xc nhn nhng kiu mu v
nhng mi lin h c ch cho vic ra quyt nh qun l.
3

Doanh s c chia ra thnh nhng b phn cu thnh nh sau:
- Doanh s bn hng theo khu vc.
- Doanh s bn hng theo sn phm, ngnh kinh doanh.
- Doanh s bn hng theo loi khch hng.
- Doanh s bn hng theo nhn vin bn hng.

3

Mc ch ca vic phn nh l nhn ra c cc yu t nh
hng n tnh hnh kinh doanh mt cch r rng, cc vn nh
hng n vic tng hay gim doanh s thuc khu vc no. Da trn
c s phn tch ny, Gim c bn hng tm bin php tng doanh s
bn hng ca khu vc, sn phm, i tng khch hng gp phn
tng doanh s bn hng ton cng ty.

Bng 4.1: Phn tch doanh s bn hng theo khu vc
Cac tieu ch c ban Khu vc 1 Khu vc 2

Ch
Tieu
Thc
hien %
Ch
Tieu
Thc
hien %
I. Bao phu lanh tho ban hang
- So ca hieu hien co
- So ca hieu vieng tham
- So ca hieu ban c
II. Hien dien san pham
Thng hieu A, SKU 1
Thng hieu A, SKU 2
Thng hieu A, SKU 3
Thng hieu A
Thng hieu B, SKU 4
Thng hieu B, SKU 5
Thng hieu B
Thng hieu C, SKU 6
III. Bay bien san pham
- Trng bay 2 s.p mi
- Tham gia C.trnh Trng bay
IV. Doanh so/ Doanh thu
- So vsp (thung, ket, ..)
- Doanh thu (VND)

2. Phn tch chi ph:
Phn tch cc khon chi ph gip Gim c bn hng pht hin
ra cc khon chi ph tng cao, cc khon chi tiu khng hiu qu, ct
gim nhng chi ph m khng lm nh hng xu n doanh s bn
hng v li nhun.
- Phn tch chi ph n: so snh cc loi chi ph ca
nhn vin bn hng gia cc khu vc, thng thng
tnh theo t l % gia chi ph v doanh s.
- Phn tch chi ph v li nhun: phn tch su hn,
phc tp hn c bc tranh v li nhun, bao gm:
- Chi ph c nh: nhng khon chi ph khng i khi
doanh s thay i trong thi gian ngn.
- Chi ph bin i: nhng khon chi ph thay i theo
mc hot ng, doanh s thay i.
- Chi ph kim sot c: nhng khon chi ph di s
iu khin trc tip ca Gim c bn hng, nhn vin
bn hng, c th d tr c.
- Chi ph khng kim sot c: nhng chi ph Gim c
bn hng khng iu khin trc tip, khng th d tr
c.
- Chi ph trc tip: nhng khon chi ph nh hng trc
tip ln gi thnh mt n v sn phm.
- Chi ph gin tip: nhng chi ph lin quan n qun l,
h tr kinh doanh sn phm.
Bng 4.2: Phn tch chi ph n
Nam 2004 Nam 2005
Khu
vc
Chi ph
Doanh so

Doanh s
(trieu
ong
Chi ph
Doanh so
%
Doanh s
(trieu
ong)
Chi ph
Doanh so
%
KV 1 Doanh so 144,000 152,000
Chi ph
Giao te 1,150 0,8 1,215 0,8
K.mai-Q.cao 2,780 1,9 2,560 1,7
i lai 1,306 0,9 1,368 0,9
Khac 0,150 0,1 0,185 0,1
Tong cong 5,386 3,7 5,328 3,5
KV 2 Doanh so 141,000 153,000
Chi ph
Giao te 1,690 1,2 2,280 1,5
K.mai-Q.cao 3,810 2,6 4,560 3,0
i lai 1,580 1,1 1,640 1,1
Khac 0,220 0,2 0,210 0,1
Tong cong 7,300 5,2 8,690 5,7

- Tip cn gi thnh: gi thnh ca sn phm khc nhau
gia cc khu vc khc nhau do chi ph bn hng khc
nhau, phn b chi ph c nh khc nhau.
- Tip cn li gp: trong cch tip cn ny, ch tnh n
chi ph bin i:
Li gp = doanh s chi ph bin i
Bng 4.3: Phn tch chi ph li nhun
n v tnh: triu ng
KHU VC TONG
KV1 KV2 KV3 KV4
Doanh so 706 755 646 822 2.929
Gia von hang ban 500 495 431 544 1.970
Chi ph ban hang 59 67 51 97 274
Lai gop 147 193 164 181 685
Chi ph co nh 56 60 52 66 234
Li nhuan trc thue 91 133 112 115 451
Li nhuan/ Doanh so 13% 18% 17% 14% 15%
Li nhuan khu vc/li
nhun tong 20% 29% 25% 25% 100%

3. Phn tch ti chnh:
Li nhun trn ti sn ang s dng (Return on assets managed
ROAM):
Li gp
Doanh thu rng

ROAM phn nh mc li nhun to ra t gi tr ti sn s
dng.
ROAM khng khuyn khch vic tng doanh s. Nu tng
doanh s m dn n tng vn qu mc s lm gim ch tiu ROAM.
Bng 4.4: Phn tch ROAM
n v tnh: triu ng
KHU VC TONG
KV1 KV2 KV3 KV4
Doanh so 706 755 646 822 2.929
Chi ph bien oi 559 562 482 641 2.244
Lai gop 147 193 164 181 685
Tai san ang s dung 528 620 497 705 2,350
Ton kho 223 246 211 270 950
Tai khoan phai thu 90 136 83 175 484
Thiet b - may moc 215 238 203 260 916
Lai gop/ Doanh so 21% 26% 25% 22% 23%
Vong quay von
(Doanhso/Tai san) 1,34 1,22 1,30 1,17 1,25
ROAM 28% 31% 33% 26% 29%

ROAM =
Doanh thu rng
Ti sn s dng

Li tc cn li (Residual income RI)
RI = GM DSE (ARC + ICC)
GM: Gross margin (li gp)
DSE: Direct selling expense (chi ph bn hng trc tip)
ARC: Accounts receivable carrying cost (chi ph ti khon phi thu).
ICC: Inventory carrying cost (chi ph hng ha tn kho)
Bng 4.5: Phn tch RI
n v tnh: triu ng
KHU VC TONG
KV1 KV2 KV3 KV4
Doanh so 706 755 646 822 2.929
Gia von hang ban 500 495 431 544 1.970
Tong lai gop 206 260 215 278 959
Chi tieu ban hang trc tiep 59 67 51 97 274
Lai gop 147 193 164 181 685
Chi ph tai san ang s dung 42 51 40 59 192
Chi ph hang ton kho
(ICC = 15%)
33 37 32 41 143
TK phai thu (ARC = 10%) 9 14 8 18 49
Li tc con lai - RI 105 143 124 122 493
Ty le RI khu vc 21% 29% 25% 25% 100%

III. D BO BN HNG:
D bo bn hng l hot ng c tnh doanh thu trong tng
lai khi lp k hoch chng trnh bn hng, tip th cho doanh nghip.
D bo bn hng l mt phn quan trng trong vic lp k hoch v
ng gp cho hot ng hiu qu ca ton cng ty. Khi thc hin d
bo bn hng, cc nh qun tr cn phi cn nhc n cc yu t, s
kin c nh hng n nhu cu, sc mua ca khch hng i vi sn
phm, dch v ca cng ty. Nng lc th trng, nng lc bn hng
ca cng ty l hai yu t quan trng trong d bo bn hng.
- Nng lc th trng l doanh s, khi lng hng bn
c tnh ca mt sn phm, dch v trn th trng ca
tt c i th cnh tranh trong mt giai on nht nh.
- Nng lc bn hng ca cng ty l doanh s, khi lng
cao nht m cng ty c th t c trong mt giai
on nht nh. Nng lc bn hng ca cng ty c th
b hn ch bi nng lc sn xut, quy m kinh doanh
- D bo bn hng l hot ng cng ty nh gi doanh
s, khi lng bn ra th trng trong mt giai on
nht nh trong tng lai cho tng loi sn phm ca
cng ty. D bo bn hng l c s pht trin hn
ngch, ngn sch bn hng, lp k hoch nhn s.
1. Qu trnh d bo:
Tnh chnh xc ca vic d bo bn hng nh hng ln n
vic hoch nh, tin hnh v kt qu kinh doanh ca cng ty trong
tng lai. C hai qu trnh d bo:
- T trn xung: d bo bn hng c thc hin
mc kinh doanh chung hoc chin lc. Sau ,
doanh s bn hng c d bo s c phn chia ra
cho tng khu vc.
- T di ln: nhn vin bn hng gi ln d bo bn
hng cho tng sn phm, khu vc khc nhau.
2. Cc phng php d bo:
C nhiu phng php d bo bn hng m Gim c bn hng
c th p dng nh:
- Tng hp t lc lng bn hng: gm tp hp cc
nh gi, d bo ca lc lng bn hng. Phng
php ny phn chia vic d bo ra cho tng khu vc
ra hn ngch v kim sot. Lc lng bn hng th
hin cam kt vi d bo ny v l nh gi ca h. Tuy
nhin, vic thiu k nng nh gi ca lc lng bn
hng c th nh hng n tnh chnh xc ca d bo.
- Tham kho kin ca chuyn gia: i din ca cc
phng ban (marketing, bn hng, sn xut) lp
thnh mt nhm thc hin vic tho lun, lp ra d
bo bn hng.
- K vng ngi tiu dng: t cu hi trc tip vi
ngi tiu dng v k hoch mua ca h trong thi
gian sp ti.
- Theo nguyn nhn: da vo phn tch hi quy hng
n xc nh mi quan h gia doanh thu v cc yu t
nh hng n mc doanh thu .
V d: S = 10.000 X
1
+ 2.000 X
2

S: khi lng bn
X
1
: s lng nhn vin bn hng sn phm A
X
2
: s lng nhn vin bn hng sn phm B
- Theo thi gian
Quan tm n mi lin h gia bn hng v thi gian. Vi
phng php ny, nh qun tr quan tm n 4 yu t chnh nh hng
n doanh s l: xu hng, chu k sn phm, theo ma v bt thng.
C 2 k thut thng c s dng l:
(1) K thut n s: nh qun tr d on mc tng trng bn hng
(%) cho thi gian trong tng lai.
S
n+1
= S
n
d (%)
S
n
, S
n+1
: Doanh s bn hng nm n, n+1
d: % d bo tng trng
(2) K thut trung bnh dch chuyn:
n
n
1 i
)
i
(S
F
=
=

F: d bo bn hng
n: s nm tnh bnh qun
S
i
: bn hng thc t trong cc nm i, i=1n
Ch s sc mua (BPI): cc ch s v sc mua ca ngi tiu
dng (nhn khu hc, c tnh khu vc, thu nhp c nhn, khi lng
bn l ti cc ca hng...).

IV. RA HN NGCH V LP NGN SCH:
1. Hn ngch:
Hn ngch c th hin nh mt phn hoc t l trong tng s
ch tiu bn hng ca cng ty, c phn b cho mt khu vc, nhm
bn hng, mt nhn vin bn hng... phi thc hin trong mt giai
on.
Hn ngch c chia thnh 2 nhm: hn ngch trn c s kt
qu v hn ngch trn c s hnh vi.
a. Hn ngch trn c s kt qu:
- Lng bn hng tng i: mt phn trong tng lng
bn hng ca cng ty c phn b cho mt khu vc,
c th di hnh thc sn lng hoc doanh s bn
hng.
- Hn ngch trn c s khch hng: mt phn trong tng
lng bn hng ca cng ty phi thc hin i vi mt
nhm khch hng hay mt khch hng. Nhng hn
ngch ny thng th hin mc tiu ca doanh nghip,
chng hn tng s lng khch hng vi mc tiu
thm nhp th trng hay tng lng bn cho mt
khch hng vi mc tiu tng s thm nhp th trng.
- Hn ngch v ti chnh: hn ngch c xc lp da
trn cc ch tiu ti chnh.
Li nhun: hn ngch lp ra cho li nhun sau thu, li nhun
trn ti sn s dng (ROAM)...
Li gp: hn ngch xc nh cho tng li gp, nhm m bo
mc li nhun phi t c. Loi hn ngch ny gip doanh
nghip trnh tnh trng nhn vin bn hng ch tp trung bn cc sn
phm d bn m khng quan tm n nhng sn phm to ra li nhun
cao.
Kim sot chi ph: xc nh cc gii hn v chi ph cho nhn
vin bn hng (tip khch, i li, gii tr...)
b. Hn ngch trn c s hot ng bn hng:
Hn ngch c lp trn c s cc hot ng cn thit to ra
kt qu bn hng thng l trong tng lai. Loi hn ngch ny nhm
o lng cng sc, n lc ca nhn vin bn hng thc hin.
Cc hn ngch trn c s hot ng bn hng thng thng l:
- S ln gi in thoi, thm ving khch hng cho
hng.
- S lng th cho hng.
- S lng ca hng trng by.
- T l thnh cng cho hng c tnh nh sau:
S lng bn hng thnh cng/s lng khch hng tip cn
S lng bn hng thnh cng/s lng th cho hng
Lng hng bn c/khch hng
2. Mc ch lp hn ngch:
Gim c bn hng lp hn ngch vi 3 mc ch chnh:
- Kim sot: Gim c bn hng khng th s dng thi
gian quan st, kim sot cc hot ng hng ngy
ca nhn vin bn hng. Cc hn ngch c thit lp
tt s l cc cng c kim sot, hng dn lm vic, to
cm hng cho nhn vin ca Gim c Bn hng.
- Khuyn khch: Gim c Bn hng kt hp hn ngch
vo cc chng trnh thng cho nhn vin bn hng
y l mt cch ng vin ti chnh hiu qu.
- nh gi: hn ngch c s dng nh gi thc
hin ca nhn vin bn hng.
3. to nn chng trnh hn ngch tt:
Cc yu t chnh m Gim c bn hng cn lu khi thit lp
chng trnh hn ngch l:
- Thch hp: Gim c bn hng cn c s phn tch,
nh gi cc s liu kt qu kinh doanh khoa hc, hn
ngch cn ph hp vi trch nhim ca nhn vin bn
hng.
- Kh nng thc thi: hn ngch cao vi phn thng
tng ng c tc dng khuyn khch mnh i vi
nhn vin bn hng. Nhng nu hn ngch qu xa kh
nng c th thc hin c, khng kh thi s a n
vic nhn vin bn hng khng quan tm hoc gian ln
trong vic thc hin.
- D hiu: nguyn tc KISS (gi cho n gin) l cn
thit cho vic thit lp hn ngch. Cc hn ngch qu
phc tp khng c kh nng li cun i vi nhn vin
bn hng.
- y : cc tiu chun hng dn, kim sot, nh
gi. Yu t ny phn nh tnh quan trng ca cc tiu
chun ra.
- C s tham gia ca nhn vin bn hng: cn c s
tham gia kin ca nhn vin bn hng trong vic thit
lp cc hn ngch, iu ny s tng mc cam kt
ca h trong vic thc hin, t c mc tiu hn
ngch.

V. LP NGN SCH:
Ngn sch bn hng l mt bn lit k cc yu t chi ph theo
chc nng c lin quan n bn hng c nhn mt vng lnh th
hoc vng hot ng
4

Ngn sch thng xc nh hn mc bng tin m Gim c
bn hng, nhn vin bn hng c th chi ph theo cc mc: tin lng
nhn vin bn hng, tuyn dng, giao t, i li, khuyn mi v qung
co...

4
Jame M.Comer, Qun tr bn hng, NXB Tp. H Ch Minh, 2002

Cc phng php xy dng ngn sch: hai phng php c bn
xy dng ngn sch c p dng l:
- Gim c bn hng xy dng ngn sch da vo cc
mc tiu c xc nh v ngun tin c s dng
thc hin cc hot ng nhm t c cc mc tiu.
- Gim c bn hng xem xt cc khon chi ph ca nm
trc, lng bn d kin nm sau xy dng ngn
sch.
Bng 4.6: Chi ph bn hng
KHOAN CHI
SO TIEN
(trieu ong)
so Dounh
ph Ch
A. LNG, CHI PH P.KD
(1)
568 4%
Lng NVBH 360
ien thoai, fax 96
VPP, khac 12
Cong tac ph 60
Khac 40
B. QUANG CAO & KHUYEN MAI
(2)

B1. QUANG CAO 680 5%
QUANG CAO TAI CA HANG
Bang hieu tai ca hang 80
Ke mau trng bay 100
Poster quang cao tai ca hang 40
QUANG CAO
QUANG CAO - BAO 150
TVC 100
Game shows 50
PANO NGOAI TRI
CATALOGUE 40
QUA TANG KHUYEN MAI 40
THAM GIA HOI CH 40
HOI NGH KHACH HANG 40
B2. KHUYEN MAI BAN HANG
(3)
800 5%
TONG CHI PH = (1) + (2) + (3) 2.048 14%
C. DOANH THU 15.000 100%
TM TT

Mt Gim c bn hng chuyn nghip cn pht trin cc k
nng: lnh o, phn tch, d bo, ra hn ngch v lp ngn sch
bn hng.
Lnh o l mt phn cng vic ca Gim c bn hng v
Gim c bn hng cn tm hiu mt s hnh vi lnh o: lnh o
trc tip, lnh o bng cch h tr, lnh o theo thnh tch c nh
hng, lnh o c s tham gia. Mt k nng khc khng km phn
quan trng ca ngi lnh o l k nng giao tip, s gip Gim c
bn hng thc hin cng vic hiu qu.
nh gi hiu qu, nng sut bn hng ca cc khu vc,
nhn vin bn hng khc nhau, Gim c bn hng cn trang b k
nng phn tch: doanh s, chi ph, ti chnh vi hai ch s quan trng
(ROAM, RI).
Gim c bn hng cng thng xuyn phi thc hin vic d bo
bn hng, t lp hn ngch v ngn sch bn hng phn b cho tng
khu vc, nhm hay nhn vin bn hng.

BI TP TNH HUNG

Bi tp 1:
Bo co bn hng trong 3 thng cho thy: doanh s cc khu vc
u tng ngoi tr 1 khu vc doanh s gim mnh. Bn hy tho lun
nu ra nhng nguyn nhn/ vn c th.
Bi tp 2:
Bn l Gim c bn hng cho 1 cng ty v bn c cc d liu
sau y:
vt: triu ng/thng
KHU VC
KV1 KV2 KV3
Doanh so 510 525 720
Chi ph bien oi 388 397 590
Tn kho 300 430 700
N khach hang 650 480 850
Bit rng:
- Chi ph tn kho (bo qun, gim gi): 3%/ thng
- Chi ph ti chnh cho khon n khch hng (li sut): 2%/
thng.
Bn hy phn tch, nh gi, a ra nhn xt v tnh hnh kinh
doanh gia cc khu vc.
Chng 5:
QUN L NNG SUT
CA LC LNG BN HNG

Lm th no h tr lc lng bn hng tng hiu qu bn
hng, tng doanh s vi ngn sch chi ph hp l lun l s quan tm
ca Gim c bn hng. Chng ny gii thiu nhng cch thc tng
nng sut bn hng.

A. MC TIU:
Chng ny nhm cung cp cho sinh vin kin thc v:
- Nng sut bn hng ca lc lng bn hng.
- Cc phng php nng cao nng sut bn hng.
- Thit k cc khu vc bn hng hiu qu.

B. NHNG NI DUNG CHNH:
I. NNG SUT CA LC LNG BN HNG:
Nng sut ca lc lng bn hng l kt qu lm vic ca lc
lng bn hng c xt n yu t chi ph ca mt khu vc no .
Hin nhin l Gim c bn hng lun quan tm n vic lm
th no tng nng sut bn hng trong mt khu vc no m
khng lm tng chi ph mt cch tng ng. lm c iu
Gim c bn hng thng phi tm cch tr li nhng cu hi sau
y:
- C nn tng thm s lng nhn vin bn hng bao
ph ton khu vc hay gi nguyn s lng nhn vin
bn hng v tng hiu qu ca h?
- Nu gi nguyn lc lng bn hng th nn phn
cng nh hin ti hay thay i trch nhim ca h
(thay i khch hng, sn phm ph trch, cch tip
cn khch hng)?
- Nu thay i s lng nhn vin trong khu vc th
phn cng li nh th no t c nng sut bn
hng cao nht?
- C nhiu cch tng nng sut, chng hn nh:
- Qun l thi gian hiu qu tng thi gian tm kim
khch hng mi.
- Phn chia hiu qu hn n lc dnh cho khch hng
tng doanh s.
- Phn chia li khu vc bn hng to thun li cho
vic phn chia cc n lc.
- H tr khch hng trong khu vc (khch hng l nh
sn xut) ci thin nng lc kinh doanh, tng lng
bn ra th trng t tng lng mua hng t cng
ty.
Gim c bn hng da trn vic nh gi, phn tch tnh hnh
khu vc ra quyt nh p dng cch no trong nhng cch nu trn
v c th s dng nhiu hn mt cch tng nng sut bn hng ti
mt thi im nht nh.
1. Tng thi gian hu ch:
Trong cng vic hng ngy, nhn vin bn hng ngoi thi gian
giao tip trc tip vi khch hng, h cn phi thc hin nhiu cng
vic khc nh hp hnh, bo co, i li, ch i Nu nhn vin bn
hng qun l thi gian hiu qu s c th tng c thi gian giao tip
trc tip vi khch hng. Gim c Bn hng cn nhn ra c
nguyn nhn gy lng ph thi gian, a ra gii php tng thi gian
bn hng hu ch v tng doanh s bn hng. Thng thng thi gian
b lng ph l do:
a. Qun l thng tin, d liu km:
Nhn vin bn hng s dng qu nhiu thi gian trong vic x
l cc thng tin v khch hng, s liu bo co bn hng, qun l giy
t..., nn lm gim thi gian tip xc bn hng trc tip. Vic ng
dng tin b k thut vi cc phn mm bn hng gip ci thin ng
k trong cc cng vic qun l hnh chnh.
b. Cho hng khng hiu qu: thng vic cho hng
khng hiu qu l do:
- Sp xp khu vc thm ving, cho hng khng hiu
qu lm cho nhn vin bn hng mt nhiu thi gian i
li. Mt trong nhng gii php thng c Gim c
bn hng p dng (cho hng tiu dng) l phn chia
khu vc bn hng theo vng/ min a l cho nhn vin
bn hng trong tng ngy trong tun. Nhn vin bn
hng ph trch s thm ving, cho hng cho tt c cc
khch hng trong khu vc vo ngy .
- Thi gian ch i: vic ch i khch hng cho mi
ln cho, bn hng l vic khng th trnh khi ca
nhn vin bn hng. Tuy nhin, nhn vin bn hng c
th gim c thi gian ch i, mt trong nhng cch
hiu qu l nn gi in hn gp v xc nhn thi gian
trc cuc hn.
- Sai khch hng: mt trong nhng lng ph l vic u
t thi gian, cng sc vo mt khch hng khng h
quan tm, khng c nhu cu, khng c kh nng mua
sn phm ca cng ty. Tuy nhin, y l iu kh trnh
i vi nhn vin bn hng. gim thiu ri ro, nhn
vin bn hng cn tm hiu mt s thng tin c bn v
khch hng trc khi hn cho hng.
c. Nhng thi quen xu ca nhn vin bn hng: thiu t
chc, k lut trong cng vic, nhiu hot ng d tha
ci thin, c th s dng cc bin php nh:
- Xc nh mc tiu r rng cho cc hot ng.
- a ra nhng cng vic, hnh ng u tin.
- Tm ra nhng hnh ng khng cn thit.
- nh ra mt s bin php chun cho mt s trng
hp, vn .
- Hon thin nhng bin php .
Thi gian hu ch ca nhn vin bn hng c xc nh theo
phng trnh:
ST
t
= TW
t
(AT
t
+ TT
t
)
Vi:
ST
t
: thi gian bn hng hu ch trong thi k t (bao gm thi gian
lp k hoch v thi gian giao tip trc tip vi khch hng).
TW
t
: tng s thi gian lm vic trong thi k t.
AT
t
: thi gian qun l hnh chnh (hp hnh, bo co) trong thi
k t.
TT
t
: thi gian i li cn thit trong thi k t.
Thi gian bn hng hu ch c th tng ln theo 3 cch:
- Tng thi gian lm vic, gim thi gian dnh cho c
nhn.
- Gim thi gian qun l hnh chnh.
- Gim thi gian i li gia nhng khch hng.
Cch th nht tng thi gian lm vic, gim thi gian dnh cho
c nhn thng dn n s mt thng bng trong cuc sng, to ra cc
vn v tinh thn, nh hng tm l v lm gim hiu qu cng vic
ca nhn vin bn hng. Do , bin php ny t c Gim c bn
hng p dng.
Cch (2) v (3) thng l nhng gii php hiu qu thng qua
vic s dng cc cng c phn mm bn hng, gim thi gian cho vic
qun l hnh chnh v vic lp k hoch thm ving khch hng tt
(thng qua phn chia khu vc bn hng) s ti u ha thi gian i li
cho nhn vin bn hng.
2. To ra nhng n lc hiu qu hn:
Ngoi vic ci thin thi gian hu ch, Gim c bn hng cn
lm vic vi nhn vin bn hng gip h phn chia n lc bn hng
gia cc nhm khch hng, c nhn khch hng ti a ha doanh s
bn hng.
a. To ra nhng n lc tt nht: s dng cch tip cn bin
t cho cc cuc cho hng, vt qua s ny, n lc khng
to thm gi tr bn hng.
Xem bng 5.1 ta thy: N lc tt nht i vi khch hng X: 4
ln cho hng; N lc tt nht vi khch hng Y: 5 ln cho hng;
N lc tt nht vi khch hng Z: 7 ln cho hng.
Trong thc t, bin php ny thng c p dng cho tng
nhm i tng khch hng. Tuy nhin, vic xc nh chnh xc n
lc tt nht l khng n gin v thng mang tnh ch quan.
Bng 5.1: S ln cho hng v Doanh s bn hng

Doanh s bn hng t c S ln cho
hng
KH X KH Y KH Z
1
2
3
4
5
6
7
8

2.000
2.400
2.500
2.500
2.500

4.000
6.000
7.000
7.500
7.500

3.000
4.000
4.800
5.300
5.400
5.400
b. Phng php phn loi khch hng theo ABC:
To nhiu thi gian v n lc hn cho nhng khch hng tt
nht ca bn.
5

Phn nhm khch hng theo th hng A, B, C da trn mc
ng gp doanh s bn hng ca khch hng, v d nh sau:
15% lng khch hng to ra 55% doanh s (khch hng A).
20% lng khch hng tip theo to ra 30% doanh s bn hng
(khch hng B).
65% lng khch hng cn li ch to ra 15% doanh s bn
hng (khch hng C).
Vi vic phn nhm ny, nhn vin bn hng s phn b nhng
n lc, thi gian, cc chng trnh khuyn mi bn hng, tip th
theo mc u tin cho cc nhm khch hng vi s lng t nhng
to ra doanh s ln.
im yu ca bin php ny l xc nh mc u tin, phn
b n lc bn hng da trn kt qu kinh doanh hin ti m khng
quan tm n pht trin nhng c hi tim nng trong tng lai.
c. Phng php u t:
Cc khch hng c phn loi theo doanh s tim nng v v
th bn hng ca cng ty i vi khch hng .

5

Doanh
s
tim
nng
Bng 5.2: V th bn hng ca cng ty i vi khch hng
Mnh Yu

Cao

Tnh hp dn:
Cao: doanh s tim nng
cao, v th bn hng ca
cng ty mnh
Phn b n lc:
Ln

Tnh hp dn:
Cao: doanh s tim nng
cao, v th bn hng yu
Phn b n lc:
Ln, lm mnh v th
bn hng

Thp

Tnh hp dn:
Va: do v th bn hng
mnh.
Phn b n lc:
Trung bnh: duy tr v
th bn hng.

Tnh hp dn:
Thp: doanh s tim
nng thp, v th bn
hng yu.
Phn b n lc:
Thp: gim dn n lc.

II. TNG NNG SUT THNG QUA PHN CHIA KHU
VC:
1. Phn chia khu vc:
Phn chia khu vc bn hng l phn nhm cc khch hng theo
lnh th a l, sn phm, loi khch hng nhm phn cng nhm
nhn vin bn hng phc v mt cch hp l, a ra cc chng trnh
bn hng hiu qu.
Khch hng ln
Khch hng trin vng
Khch hng vng chc Khch hng yu
Gim c bn hng phn chia khu vc bn hng nhm mc tiu:
- m bo rng khch hng nhn c s quan tm,
phc v tt, cc nhn vin bn hng thc hin s
ln thm ving bn hng.
- nh gi tim nng bn hng mt khu vc v nhn
vin bn hng khai thc c hi pht trin ti a doanh
s khu vc .
- Kim sot chi ph, nh gi, iu chnh hot ng ca
nhn vin bn hng.
- Nhm nhn vin ph trch khu vc thc hin cc
chng trnh, chnh sch bn hng hiu qu.
Khu vc bn hng s c thay i khi:
- Ti cu trc cng ty: khi c vic hp nht, tch cng ty,
a ra sn phm, ngnh kinh doanh mi, ct b sn
phm, thay i chin lc, khch hng thay i cch
thc kinh doanh, cc hot ng ca i th cnh
tranh
- Tng, gim ln vi s lng khch hng, khi lng
cng vic trong mt hoc vi khu vc bn hng.
- Khi nh gi c s thay i tim nng bn hng trong
cc khu vc.
2. Phn chia li tt c khu vc:
Phn chia cc khu vc bn hng c thc hin thng qua 6
bc cn bn:
- La chn n v hoch nh c bn.
- nh gi lng bn hin ti v tim nng ca cng ty.
- Phn chia khu vc theo lng bn tim nng.
- iu chnh thit k.
- nh gi nhng vn nhn s bn hng.
- Hon tt vic phn chia khu vc bn hng.
Bc 1: La chn n v hoch nh c bn
n v hoch nh c bn l n v nh nht c nh gi v
lng bn hng trong mt khu vc: khch hng/loi khch hng, qun,
khu vc kinh doanh
Bc 2: nh gi lng bn hng hin ti v tim nng ca cng ty.
- Xc nh lng bn hng hin ti thc hin vi n v
hoch nh c bn.
- Xc nh lng bn hng tim nng vi n v hoch
nh c bn.
- Xc nh cng vic thc hin vi tng n v hoch
nh c bn.
V d: n v hoch nh c bn l 12 qun.
Bng 5.3: S lng bn v s ln ving thm
Qun Lng bn
tim nng
(1.000 USD)
Lng bn
hin ti
(1.000 USD)
S ln
ving thm
cho hng
1 430 100 65
2 210 35 45
3 140 35 25
4 310 48 55
5 510 125 105
6 330 87 60
7 190 40 30
8 140 25 25
9 270 58 50
10 370 65 50
11 380 82 55
12 460 92 80
Tng 3,740 792 645

Bc 3: Phn chia khu vc bn hng theo lng bn tim nng.
Gim c bn hng phn chia cc khu vc bn hng thnh cc
khu vc vi tim nng bn hng tng i ngang nhau.
Bng 5.4: Phn chia theo lng bn hng tim nng
n v tnh: 1.000 USD
KHU VC A KHU VC B KHU VC C
Qun TIm
nng
Cho
hng
Qun TIm
nng
Cho
hng
Qun TIm
nng
Cho
hng
1 430 65 3 140 25 4 310 55
2 210 45 5 510 105 7 190 30
6 330 60 8 140 25 10 370 50
9 270 50 12 460 80 11 380 55
Tng 1240 220 Tng 1250 235 Tng 1250 190
Tim nng
/khu vc 33.2% 33.4% 33.4%

Bc 4: iu chnh thit k
Gim c bn hng xem xt iu chnh vic phn chia khu vc
theo cc yu t khc ngoi lng bn tim nng nh: chi ph, khi
lng cng vic(xem bng 5.5)
Bc 5: nh gi nhng vn nhn s bn hng.
Xem xt n cc yu t ca nhn vin bn hng: mi quan h
sn c vi khch hng, kin thc ca nhn vin bn hng p ng yu
cu khch hng, di chuyn.
Bc 6: Hon tt thit k.
Tho lun vi lc lng bn hng, xem xt cc yu t hnh
chnh cui cng, trnh ln cp cao hn v trin khai thc hin.
3. Thay i ng gii hn khu vc:
Thay i ng phn ranh gii gia cc khu vc lm thay
i lng bn tim nng, s lng khch hng, khi lng cng vic
gia cc khu vc. Hoc cng c th thay i mt khu vc thnh hai,
m thm chi nhnh, i l mi pht trin lng bn hng ca cng
ty.
V d: Gim khu vc 1, 2 tng khu vc 3

2 1
2
3
1

III. TNG NNG SUT THNG QUA KHCH HNG
TRONG KHU VC:
Gim c bn hng c th tng lng bn hng trong khu vc
bng cc chng trnh tng lng bn hng cho khch hng hin c v
tm kim c hi bn hng cho cc khch hng trin vng.
- Tng lng bn hng cho khch hng hin c: h tr
khch hng l cc cng ty sn xut, cc i l phn
phi sn phm ca cng ty trong khu vc, ci thin
nng lc kinh doanh, tng lng bn ra th trng t
tng lng mua hng t cng ty.
- Khch hng trin vng: nhng khch hng ny s c
nhu cu mua sn phm trong tng lai hay hin ti,
ang tm kim thng tin v sn phm, mua t i th
Lc lng bn hng c nhim v chuyn nhng khch
hng trin vng thnh khch hng.

IV. T NG HA LC LNG BN HNG:
Doanh nghip s dng h thng my tnh, cc phn mm qun
l bn hng h tr lc lng bn hng trong cc hot ng kinh doanh
nh: tm kim, theo di khch hng tim nng, chm sc khch hng,
x l n hng Phn mm qun l bn hng cn l cng c h tr
Gim c bn hng trong vic phn tch bn hng, a ra hn ngch,
nh gi lc lng bn hng chun xc.
3
Lm th no h tr lc lng bn hng tng tnh hiu qu
bn hng, tng doanh s vi ngn sch chi ph hp l lun l s quan
tm ca Gim c bn hng. thc hin iu ny, Gim c bn
hng cn tm hiu nhng yu t nh hng n nng sut ca lc
lng bn hng v t tm kim nhng c hi gia tng hiu qu.

TM TT

- Tng thi gian hu ch: tng thi gian lm vic, gim thi
gian qun l hnh chnh hay gim thi gian i li gia
nhng khch hng.
- To ra nhng n lc hiu qu hn: to ra nhng n lc
tt nht, phn loi khch hng theo ABC, phng php
u t.
- Tng nng sut thng qua vic phn chia khu vc bn
hng, tng nng sut thng qua khch hng trong khu
vc.
- T ng ha bn hng vi s h tr ca cc chng
trnh, phn mm qun l bn hng.

BI TP

Bn l Gim c bn hng ca cng ty phn phi xe t nhp
khu Sao Mai. S liu bn hng nm 2006 nh sau:
STT Nhm khch hng
S lng
khch hng
S lng
bn (chic)
1
Gia nh < 4 ngi, thu nhp
500 - 800USD/th
150 25
2
Gia nh < 4 ngi, thu nhp
800 - 1000USD/th
100 20
3
Gia nh < 4 ngi,
thu nhp >1000USD/th
80 20
4
Gia nh > 4 ngi,
thu nhp 600 - 1000USD/th
80 22
5
Gia nh > 4 ngi,
thu nhp 1000-1500USD/th
60 20
6
Gia nh > 4 ngi,
thu nhp >1500USD/th
40 15
7
Doanh nghip nh v va Vit
Nam
70 20
8 Doanh nghip ln - Vit Nam 20 8
9
Doanh nghip nh v va -
nc ngoi
40 10
10
Doanh nghip ln - nc
ngoi
5 7
11 C quan Nh nc Chnh ph 40 50
12
Doanh nghip kinh doanh vn
chuyn hnh khch
50 120
13 Doanh nghip du lch 30 60
Tng 765 397

1. Bn hy p dng phng php phn nhm khch hng ABC
tng nng sut ca lc lng bn hng.
2. Bn hy xy dng chng trnh nhm tng mnh doanh s bn
hng thng qua vic tp trung vo nhm khch hng A (doanh
s cao).

Chng 6:
XY DNG I NG BN HNG
TUYN DNG V LA CHN

Cc bn thn mn,
Trong thi i ngy nay, con ngi l cha kha thnh cng ca
doanh nghip; tuy nhin xy dng c mt i ng bn hng
mnh v cht v c v lng qu l mt vn v cng kh khn.
Chng ny s cp n nhng vn c bn nh tuyn dng nhn
s t ngun no, cch thc phng vn tm c ngi ph hp...
cc bn s c thm mt s kinh nghim cho chnh mnh khi xy dng
i ng bn hng t khu u tin: tuyn dng v la chn. Tuy
nhin, cc bn cng cn lu ni dung chng ny s c lin quan
mt thit vi mn hc qun tr nhn s - do vy, nu c iu kin, cc
bn cn tham kho thm bi hc tr nn d hiu hn.

A. MC TIU:
Bi ny s gip cho sinh vin nm vng nhng vn nh sau:
- Cc ngun tuyn dng.
- Cc yu cu khi tuyn dng.
- Cc phng php tuyn dng.
- Qu trnh la chn.
- Cc tiu chun, phng php c s dng trong qu
trnh tuyn chn.

B. NI DUNG CHNH:
I. CC NGUN TUYN DNG:
c c lc lng bn hng p ng tt nhu cu cng vic
v s lng v cht lng th ngay t khu tuyn dng chng ta phi
xc nh c th trng lao ng ni doanh nghip cn nhn lc c
nhng ngun cung cp lao ng nh th no. Sau y l nhng ni
cung cp nhn lc cho lc lng bn hng:
1. Cng ty:
y l ngun nhn lc kh c bit v h ang lm ti cng ty
vi mt v tr cng vic khc nh th k, k s, th kho... v c
chuyn qua b phn bn hng. Ngun ny c li th l lm vic ti
cng ty nn rt vng v chnh sch v sn phm ca cng ty; mt
khc, h cng c nh gi qua cng vic v chng t mnh kh
ph hp vi v tr cng vic kinh doanh.
Tuy nhin, vic tuyn dng nhng ngi ny c th vng phi
mt s kh khn nh phi tuyn ngi khc thay th v tr ca h hay
ngay bn thn h khng ng tnh vi quyt nh chuyn sang b
phn khc; v i khi h cng c th khng thnh cng cng v
mi -nh vy th coi nh s nghip ca nhng ngi nay s kh khn
hn. Cng ty khi tm nhng ngun tuyn dng th cn cn nhc k
ngun ny.
2. Cc t chc trng hc:
y cng l mt ngun kh phong ph nu cng ty c s u t
v c chnh sch tuyn dng ph hp. Ngun ny c thit lp da
trn mi quan h gia cng ty v cc trng hc ti a phng. Rt
nhiu cng ty tuyn dng sinh vin nm cui hay cc sinh vin lm
ngoi gi tr thnh nhng ngi bn hng thc th. Cc cng ty
thng chn ra nhng trng hc c danh ting v mi quan h tt
ln chng trnh tuyn dng c th.
Hng nm, cc cng ty nh P&G hay Unilever cng tuyn cc
Qun tr vin tp s l sinh vin hun luyn h tr thnh nhng i
din bn hng trong tng lai. Thm ch mt s cng ty cn mnh dn
u t vo mt s sinh vin c thnh tch tt trong hc tp v t cht
tt tuyn vo lc lng bn hng ca h.
3. Cc ngun t nn cng nghip:
y l dng tuyn dng nhn s ngay t nhng cng ty i th,
cng ty kinh doanh c tnh cht tng t hay t nh cung cp, t
khch hng.
Cc cng ty cnh tranh v cc cng ty kinh doanh c tnh cht
tng t (v cch thc phn phi hay lnh vc hng ha dch v :
Ngun ny kh c trng vi tnh cht lun chuyn nhn s t chnh
nhng cng ty cnh tranh nhau. iu ny qu l phc tp v nhn s b
hp dn bi lng bng hay chnh sch i ng ca cng ty i th
v u qun cho h. Nhng ngi ny s em c kin thc, kinh
nghim v khch hng v lm vic cho cng ty i th iu ny
c l s gy ra mt s vn khng hay. Ngun t cc cng ty c hot
ng tng t chng hn nh cng lnh vc hng tiu dng nhanh
(ngi i din kinh doanh cho cng ty sa c th chuyn qua cng ty
nc gii kht) hay cng phng thc phn phi (thu nhn vin c
kinh nghim trong vic pht trin h thng i l) s gip cng ty tn
dng c nng lc s trng ca h gia tng th phn v li
nhun. Tuy nhin, c th gp nhng kh khn nh h c nhng thi
quen v cch thc lm vic khng tht s ph hp vi mi trng mi
v cng l nhng ngi t trung thnh. y l nhng vn thng
gp phi khi tuyn dng nhn s t nhng ngun ny nn cng ty cn
thn trng cn nhc v la chn cho ph hp.
Nh cung cp/ khch hng: Nhng ngi ny thng c kinh
nghim nht nh v cng l mt ngun nhn s khi tuyn dng. Tuy
nhin, cn xem xt k nhng ci li khi tuyn dng nhng ngi ny
v nhng kh khn m doanh nghip s gp phi.
4. Cc ngun khc:
Qung co trc tip: y l cch thc kh thng dng tm
nhn s. iu quan trng l cn xc nh r cc yu cu tuyn chn
khi ng ti trn cc phng tin thng tin ch yu l bo ch. Cch
xy dng ni dung mt bn ng tuyn trn bo chng ta s c thc
hnh ngay trong bi ny phn bi tp.
Cc Trung tm t vn v gii thiu vic lm: Khi cn nhn lc
chng ta cng nn g ca nhng ni ny. Trung tm thng c ngun
nhn lc kh di do v c th gip chng ta nhng bc s tuyn
mt cng trong qu trnh tm ngi. Mt khc, Trung tm cng c
th li ko gip ta nhng ngi giu kinh nghim (m ngy nay ngi
ta thng quen gi l sn u ngi).

II. LA CHN:
La chn nhn s cho lc lng bn hng thng tun th quy
trnh nh sau:
Hnh 6.1: Quy trnh tuyn dng v la chn

1. Bn tm tt v hnh thc xin vic:
Bn tm tt cha ng nhng thng tin nh mc tiu lm vic,
trnh vn ha v kinh nghim. y l bc sng lc u tin ca
ngi qun l nhm chn ra nhng ngi c kh nng c d phng
vn.
n xin vic ca ngi d tuyn thng cung cp nhng thng
tin c lin quan v qua cng phn no phn nh nng lc ca ngi
d tuyn.
Lou
Lou
Lou
|ng von
CV vu don xn voc
lhong vun cu nhun
- Lun l
- Lun 2
Dunh gu chnh thoc
- 1ruc nghom
- 1rong tum dunh gu
- 1ho voc
Coyot dnh ou chon
Hnh nh cng kh quan trng, c bit khi cn tuyn nhng v
tr cng vic c ch trng hnh thc.
Kim tra s gii thiu: iu ny l cn thit khi c th gii thiu
ca cng ty trc hay th xc nhn thi gian lm vic v nng lc
lm vic. Cc th ny mang tnh c nhn v l thng tin tham kho
quan trng cho nh tuyn dng; tuy nhin bn thn nh tuyn dng
cng cn kim tra li xem cc thng tin c chnh xc hay khng c
quyt nh ng n.
2. Phng vn:
iu m chng ta nn bit l nu la chn ng vin khng ph
hp s gy ra khng t kh khn cho cng ty t chi ph tuyn dng cho
n nhng nh hng khc v tm l, tnh cm... Do vy, phng vn
s gip chng ta nh gi ng hn nhng ngi c la chn b
nhim vo lc lng bn hng. Phng vn thng c cc bc nh s
tuyn v chuyn su tm ra nhn s tt nht.
Mc tiu ca phng vn l:
- nh gi tiu s, gio dc v kinh nghim ca ng
vin.
- Tm ra ng c lm vic v ch cu tin trong cng
vic.
- S cn bng v tm l.
Cc cuc phng vn s tuyn v i vo chiu su ln k tip
vng hai hay ba u nhm khm ph nm im quan trng nh sau:
(1) S cn bng: S ln chuyn ch lm, vic thay i ch
hay ni hc hnh, s quan tm v s thch c duy tr bao lu, s d
thch nghi v ha nhp v vn ha x hi.
(2) S cn c: S tin b u n trong cng vic v mc
lng; lm vic theo l thi c sn hay thch s sng to; s chm cht
trong cng vic v s chuyn cn.
(3) ng c: Ngi ng vin c ng c kim tin, thng tin
nh th no; quan nim v ngh bn hng, ng c thay i ni lm
vic hay v tr cng vic.
(4) Tnh kin tr: Cch thc vt th thch trong cng vic v
cuc sng; vic duy tr cng tc v hc tp nh th no; kh nng chu
ng v gii quyt kh khn.
(5) Kh nng ha nhp: ng vin c tng tham gia nhng hot
ng mang tnh tp th hay x hi hay khng, s thn thit vi ng
nghip c, s thnh cng trong giao tip, quan h gia nh bn b...
a. Phng vn c nhn ln u (s tuyn):
Qu trnh phng vn c nhn l qu trnh giao tip hai chiu m
ngi ng vin tm hiu v cng ty cng nh nhng i hi ca
cng vic; mt khc nh tuyn dng cng s tm hiu v nh gi v
nng lc ca ng vin. Ti ln phng vn u tin ny, nh tuyn
dng s ch trng v hnh thc, k nng giao tip v ng x ca ng
vin. Thm vo , nh tuyn dng s c nhng cch thc phng vn
nh gi nng lc, chuyn mn, kinh nghim xem xt nhng
ng vin ph hp vi v tr tuyn dng.
Cc cng ty thng a ra mt s tiu chun loi b ng
vin nh:
- ng vin t ch n cng ty hay cng vic (khng t
cu hi v cng ty, khng hi v cng vic).
- ng vin n tr, t ch n n mc, dng iu, tc
phong.
- Quan h v ng x cha tt th hin qua k nng giao
tip.
- C s giu dim hay ni sai s tht.
Vic phng vn c nhn rt quan trng khi la chn nhn vin
bn hng v qua ln phng vn s tuyn ny, chng ta s chn lc
c nhng c nhn c kh nng giao tip tt, ngoi hnh ph hp v
chng t uc s yu thch cng vic.
Mt s cu hi thng gp khi phng vn c nhn ln u l:
- iu g lm bn tin tng rng bn c th bn hng?
Cu hi ny c a ra nhm xem xt mc yu
thch v kh nng thc hin cng vic bn hng.
- Ti sao bn mun lm vic cho cng ty ny? Cu hi
ny nhm nh gi s quan tm ca ng vin v xc
nh s nhit tnh ca ng vin.
- Bn c kinh nghim g trong vic bn hng? Cu hi
ny nhm kim tra kh nng kinh doanh v kinh
nghim thc t c ph hp tht s hay khng.
- Bn thch lm g trong 5 nm ti? Cu hi ny nhm
xc nh ng vin hnh thnh nhng mc ch g
trong cuc sng v cng vic.
- Bn c k hoch nh th no t mc ch? Vi cu
hi k tip ny chng ta s bit cch hoch nh chin
lc, ln k hoch v s ng ph ca ng vin.
- Bn c kh khn g khi lm vic ni c?
Ngoi ra cn c mt s cu hi mang tnh cht c nhn nh hi
v vic hc tp, cc thnh tch trong qu kh v nhng iu quan tm
hin ti. Tt c nhng iu ny c thc hin trong ln phng vn
u tin nhm chn ra nhng ngi tim nng nht cho t phng vn
k tip.
Mt s cng ty khng dng cch phng vn trc tip qua giao
tip, h p dng cch phng vn theo kiu thi c. Cc ng vin c
mi d s tuyn s cng lm bi trc nghim kin thc tng qut (theo
kiu kim tra IQ) trong mt khong thi gian nht nh. Nh tuyn
dng s cn c trn kt qu la chn nhng ngi vo vng k
tip. Tuy nhin, cch phng vn ny s trit tiu s sng to v kh
nng chng t bn thn ca nhng ngi bn hng c kinh nghim.
b. Phng vn i vo chiu su:
Cuc phng vn ny thng c thc hin ti cng ty hoc ni
lm vic chnh thc. Ngi phng vn ln ny thng l ngi qun
l trc tip trong tng lai ca ng vin. Mc phng vn s chuyn
su hn, ng vin cn chng t v nng lc c nhn, cc cam kt v
mc ch, kh nng hi nhp, thch ng v k nng giao tip, x l
tnh hung.
Trong cuc phng vn ny, ng vin lun c to s thoi mi
th hin mnh. Nh tuyn dng s khuyn khch ng vin tm hiu
v cng ty, sn phm v gip cho ng vin tp trung tr li cng nh
t cu hi.
Mt s cng ty s dng tnh hung kim tra ng vin (tnh
hung bn sn phm thc t) hay cho cc ng vin cng tham gia
ng gp kin cho mt vn no lin quan n hot ng kinh
doanh... qua cch ng x v a ra gii php ca ng vin, nh tuyn
dng s chn ngi ph hp nht.
Mt s cu hi thng gp nh sau:
- Bn c nhng im mnh v im yu no?
- Theo bn, kinh doanh mt hng ny ca cng ty mt
cch hiu qu nht bn chun b nhng g?
- Nhng kinh nghim lin quan n cng vic sp ti?
- Ti sao bn li ri b cng ty c?
- Bn mun bit iu g v cng ty chng ti?
- Cho bit nhng ln bn hng thnh cng hay nhng
tht bi ca bn trong qu kh?
- Bn thng x l phn nn ca khch hng theo
cch no?
- M c tht s ca bn trong cuc sng v cng vic?
Ngoi ra cn nhng cu hi i khi nghe c v khng lin quan
nhng k thc nh tuyn dng mun hiu r thm v phm cht, nng
lc c nhn v cch thc ng x ca ng vin.
c. Mt s cch thc phng vn:
- To ra mt cht cng thng: ngi phng vn c to
ra nhng bt ng hay phn bc xem xt phn ng
ca ng vin. Vic ny gip chng ta nh gi kh
nng ng x v x l kh khn cng nh thi ca
ng vin khi b ph bnh, chc gin.
- T ra hng h, thiu nhit tnh: ngi phng vn c
tnh c thi ny thm d phn ng ca ng vin
cng nh xem xt thin ch ca ng vin i vi cng
vic v cng ty.
- To ra nhng khong ngng hay khong trng im
lng: iu ny s gy cho ng vin s bi ri nu h l
nhng ngi thiu kinh nghim khi giao tip. Nhng
t chung in thoi hay nhng cng vic khng lin
quan lm gin on cuc phng vn nhm xem xt thi
ca ng vin v mc tp trung ca ngi ny khi
tip tc ni chuyn.
- S dng nhng cu hi: ngi phng vn c th dng
nhng cu hi m nhm xem xt quan im v nhng
iu c ng vin coi trng. Nhng cu hi o su
gip ng vin chng t c nng lc. Nhng cu hi
c vn nhm kim tra thi , kinh nghim v kh
nng ng x.
- Chuyn qua nhng ni dung khc: nhiu nh tuyn
dng khng i vo trng tm hay c tnh i xa vn
ng vin khng th chun b trc; qua , h hiu
ng vin nhiu hn v tnh cch, kh nng i ph vi
tnh hung hay mc ha nhp.
d. nh gi sau khi phng vn:
Sau khi t nhng cu hi phng vn, nh tuyn dng thng
ghi ch li nhng thng tin quan trng. Sau y l nhng thng tin cn
ghi li tin cho vic la chn:
- C ch v thi ca ng vin.
- n tng ban u.
- S t tin, s c lp.
- Kh nng lnh o, kh nng lm vic nhm.
- Kinh nghim ph hp mc no.
- Thnh tch ni bt.
- C mt mnh v mt yu no.
- C kh nng ln k hoch v ra chin lc hay
khng.
- C kh nng pht trin trong ngh nghip nh th no.
- C hoi bo v ch vn ln ra sao.
- S vng vng, chn chn.
- S trung thc v mc tin cy.
- Cam kt vi cng vic v cng ty.
3. Quyt nh la chn:
Giai on ny cng ty thng c cc cch thc c th nh: la
chn nhng ng vin ni bt nht vi s lng theo ng d kin;
hoc la chn nhiu hn mt cht v a i o to ngn hn v gn
lc li ln na. Trong trng hp nhng ngi c la chn lt u
tin c mt s khng ph hp vi yu cu ca cng vic th khng
nht thit t chc tuyn dng na m s mi nhng ng vin c kh
nng trong cc t phng vn ln trc thay th.
Quyt nh la chn rt quan trng do cng ty cn ra
nhng tiu chun la chn c th v chnh sch hp l nht cho nhng
ngi c tuyn dng.
TM TT

Xy dng i ng bn hng l yu cu quan trng ca cng ty
khi tin hnh hot ng kinh doanh. Vic xc nh cch thc tuyn
dng v la chn, cc tin trnh c bn c trnh by c th trong
bi ny. Cc vn c bn m sinh vin cn ghi nh l:
- Nhn s cho lc lng bn hng c tuyn dng t
nhiu ngun nh: cng ty, nn cng nghip, trng hc,
thng qua qung co, trung tm gii thiu vic lm...
- Phng vn thng bao gm cc bc l phng vn s
tuyn v phng vn chuyn su. Mc ch chung l tm ra
ng vin ph hp v nng lc, gio dc, kh nng lm
vic, ng c v mc ha nhp.
- Mt s ngh thut phng vn c bn thng c p
dng nh to ra mt cht cng thng, t ra hng h, thiu
nhit tnh, to nhng khong trng, t nhng cu hi...
nhm tm ra ng vin c thi v kh nng ph hp
nht.
- nh gi sau khi phng vn thng c ghi chp li kh
y vic la chn chnh thc c hiu qu hn.
- La chn chnh thc l mt khu quan trng cn c vo
cc tiu chun v mc tiu c xc nh.

BI TP

1. Thit lp bng tiu chun v cc thng tin m t nh km cho
nhng cng vic sau y:
i din kinh doanh pht trin i l ca mt cng ty vt
liu xy dng.
Nhn vin kinh doanh m phm.
2. Phng vn chuyn su gip nh tuyn dng tm hiu c iu
g ni ng vin?
3. M t mt cuc phng vn m bn tng tham gia (vi t
cch nh tuyn dng hay ng vin).

Chng 7:
THC HIN
CHNG TRNH HUN LUYN

Cc bn thn mn,
Trong qu trnh xy dng i ng bn hng, hun luyn l cng
tc ht sc cn thit. Tuy nhin, hun luyn sao cho hiu qu nht
l iu khng n gin. Chng ny gii thiu nhng vn quan
trng ca cng tc hun luyn nhm gip cho nh qun tr c ci nhn
ng n nht v cng tc ny.

A. MC TIU:
Sau khi nghin cu xong bi ny, ngi hc s nm vng nhng
vn c bn nh sau:
- Yu cu ca hun luyn bn hng.
- Cc bc c bn trong tin trnh hun luyn bn hng.
- Thc hin v trin khai mt chng trnh hun luyn
bn hng c th.

B. NI DUNG CHNH:
I. YU CU HUN LUYN:
Yu cu hun luyn s ty thuc vo mc tiu ca cng ty nhng
nhn chung th yu cu ca cng tc hun luyn thng hng n lc
lng bn hng hin c v i ng mi tuyn dng.
1. i vi lc lng bn hng hin ti:
Nhu cu hun luyn c xc nh khi c nhng vn sau:
- Cc i th c phng php kinh doanh mi i hi
phi hun luyn k nng ng ph.
- Cc nhn vin lm c mt thi gian c kh nng tr
tr v hnh thnh nhng thi quen khng tt.
- S cnh tranh gay gt v th trng, sn phm v
khch hng.
- Cc k thut mi gip nhn vin lm vic hiu qu
hn.
- Cng ty c chnh sch hoc sn phm mi i hi nhn
vin phi nm bt kp thi.
2. i vi nhn vin bn hng mi:
Nhng nhn vin bn hng mi c tuyn dng nu c
hun luyn y th hiu qu lm vic s cao hn. Mc tiu chnh
ca vic o to nhn vin bn hng mi l: tng cng kin thc v
kinh nghim v kinh doanh, v cng ty v sn phm; gip nhn vin
hi nhp v pht trin kh nng trong mi trng mi.
Nhn vin bn hng mi thng c yu cu hun luyn theo
cc cch thc nh sau:
- Cch chm hoc ni: Nhn vin c giao khu vc bn
hng v nh qun tr bn hng hay ngi hun luyn
thc t s chu trch nhim hun luyn nhn vin ny.
Sau mt khong thi gian ngn, nhng ngi va mi
c tuyn dng v hun luyn ny s trc tip giao
dch vi khch hng, nh qun tr s gim st qu trnh
ny v a ra nhng nh gi cui cng.
Hnh 7.1: Cc kiu chng trnh

Tong hp
Chng trnh thiet ke
Choong trnh
houn oyon
chnh thoc
1hum dnh
Cuo kho voc vu
houn oyon khong
chnh thoc
Lou ru
Nhun von
bun hung
mo
Cuo kho voc 1hum dnh
Houn oyon
chnh thoc
Lou ru
1hum dnh
Houn oyon
chnh thoc
Lou ru
Nhun von
bun hung
mo
Chm hay noi
Nhun von
bun hung
mo
Cuo kho voc
vu houn oyon
khong chnh thoc
1hum dnh
Co
cong voc
dooc guo
Lou ru
- Cc chng trnh thit k: Nhn vin bn hng mi s
c hun luyn theo mt chng trnh thit k kh k
cng mang tnh tiu chun. Chng trnh ny s cung
cp nhng k nng bn hng cn thit, thng tin v
cng ty, khch hng v sn phm.
- Chng trnh tng hp: c thc hin theo cch thc
cho nhn vin mi thc tp lm vic trong khong thi
gian ngn c s gim st v hun luyn ca ngi ph
trch trc tip, sau khi c nh gi v nng lc v
thi , nu t ngi nhn vin mi ny s c gi
i o to theo chng trnh c thit k theo tiu
chun v thi gian ph hp.

II. THC HIN MT CHNG TRNH O TO BN
HNG:
Tin trnh hun luyn cho nhn vin bn hng bao gm cc
bc sau:
1. nh gi nhu cu:
nh gi nhu cu l mt qu trnh trong cng ty tm hiu nhu
cu ca khch hng t nh gi im mnh im yu ca i
ng v ra mc tiu chng trnh hun luyn mt cch thch hp.
Thng thng nhu cu o to s pht sinh do cc vn sau:
- S thay i trong chin lc phi hp, s ra i ca
sn phm mi, chnh sch mi.
- Cc vn v lc lng bn hng: kh nng p ng
khch hng, im mnh, im yu ca lc lng bn
hng, s thiu hiu qu trong kinh doanh, cc vn
cn ci t v tinh thn v cch thc lm vic...
- Hun luyn cho lc lng mi c tuyn dng v k
nng, v sn phm...
V d: Vo nm 2003 Cng ty S Telecom (Nhn hiu S Fone)
tuyn dng rt nhiu nhn vin bn hng mi khi tung hng
lot sn phm dch v mi ra th trng, v do cng ty
thc hin mt chng trnh o to v k nng bn hng v
cng cht ch cho lc lng bn hng mi.
2. Cc mc tiu ca chng trnh:
Chng trnh hun luyn thng c nhng mc tiu chnh nh
sau:
- Tng cng kin thc: iu ny s gip cho nhn vin
p ng nhu cu ca khch hng tt hn.
- Nng cao nng sut: nhn vin s c cung cp cc
cch thc lm vic hiu qu hn nh k nng lp k
hoch, qun l thi gian....
- Nng cao tinh thn lm vic: Th hin qua s hi lng
vi cng vic, mi trng v ch cu tin. Vic hun
luyn gip cho nhn vin hiu c mc quan tm
ca cng ty i vi h v gip nhn vin tin tng gn
b vi cng ty hn.
- Ci thin quan h vi khch hng: Cc chng trnh
hun luyn lun nhm n vic p ng khch hng
ngy mt tt hn v khai thc tt nhng mi quan h
ny phc v cho li ch ca c hai bn.
V d: Nm 2007, cng ty c phn Sn Kim t chc kho hc k
nng giao tip, k nng chm sc khch hng cho ton b
nhn vin bn hng ti cc ca hng WOW, Joocky.
3. nh gi ngun:
nh gi ngun bao gm cc cng vic c th nh sau:
Xc nh ngi tin hnh hun luyn: Chng trnh hun luyn
s do ngi trong cng ty m trch hay thu bn ngoi? hay s dng
cch thc kt hp?
Nh hun luyn trong cng ty: l nhng nh qun tr bn hng
hay nhng nhn vin giu kinh nghim v nhng ngi thuc b phn
o to. Tuy nhin cn lu l khng phi ai cng c kh nng truyn
t.
V d: Cng ty m phm Avon ti th trng Vit Nam hay cc cng
ty bo him nh AIA thng s dng nh hun luyn trong
cng ty thuc b phn o to hoc nh qun tr bn hng c
k nng ging dy.
Nh hun luyn bn ngoi: thng l cc cng ty chuyn v o
to s cung cp cc chng trnh theo yu cu t pha cng ty, ngi
hun luyn thng l nhng ngi giu kinh nghim v c kh nng
truyn t tt; tuy nhin cn lu l i khi chng ta s mi nhng
nh hun luyn c cht lng khng ph hp vi yu cu.
V d: Training House Vietnam l mt cng ty o to chuyn
nghip chuyn cung cp dch v o to cho cc nhn vin
thuc lc lng kinh doanh ca cc cng ty nh ng Tm,
Vinagem, Sacombank... v thit lp trang web
www.traininghousevn.com t vn v o to cho cc doanh
nghip c nhu cu.
Xc nh a im hun luyn
Hun luyn ti a im no l ph hp? Ngay ti tr s cng ty
hoc ti ni khc. Vic chn a im cng phn no nh hng n
tinh thn hc tp ca nhn vin. Ngy nay cc cng ty thng chn
a im hun luyn l nhng khch sn ln ngay khu vc trung tm
c phng hc c trang b kh hin i v dch v rt chuyn nghip
hoc thm ch vic hun luyn c th din ra mt cch sinh ng ti
cc khu du lch.
Hun luyn mang tnh tp trung: ch c thc hin khi kin thc
v k thut l yu cu quan trng, nhn vin c trnh kh tng
ng. Cch hun luyn ny i hi khon chi ph kh cao v s tnh
ton hp l v thi gian cng nh b tr cng vic.
Hun luyn phn tn: p dng ngay trn cng vic c ngi
hng dn hay c nhn vin i hc cc chng trnh ph hp. Cch
hun luyn ny tit kim c chi ph nhng li kh o lng kt qu.
Xc nh thi gian hun luyn:
- Nh qun tr phi xc nh nhu cu o to cc v tr
khc nhau v cc khu vc khc nhau la chn thi
gian hun luyn cho ph hp, chng hn Triump
Vietnam thng t chc hun luyn hng nm cho cc
nhn vin bn hng trc tip v k nng bn hng v
cc mt hng mi, chnh sch mi vi thi gian khong
4 bui.
Xc nh chi ph:
Khon chi ph o to l kh ng k do vy cng ty phi cn
nhc v c k hoch c th hng nm cho hot ng ny.
4. Ni dung chng trnh:
Ni dung ca chng trnh hun luyn thng c hai mng
chnh: cung cp kin thc v k nng.
- V kin thc: Bao gm kin thc v cng ty (lch s
cng ty, cc chnh sch, c cu t chc, chnh sch bn
hng...); kin thc sn phm (cc c trng, tnh cht,
u nhc im...); kin thc v khch hng (khch
hng c thi quen, nhu cu nh th no? c trng v
vn ha...) v kin thc v th trng (thng tin v i
th cnh tranh, cc xu hng kinh t, chnh tr ti th
trng).
- V k nng: k nng bn hng, k nng qun l thi
gian v khu vc, k nng giao tip hiu qu (nghe, ni,
c, vit), k nng lp v trin khai k hoch hnh
ng nhm t mc tiu v doanh s.
5. Thc hin chng trnh:
Cc chng trnh hun luyn thng c ln k hoch kh k
cng : trc khi bt u hc vin thng c pht ti liu, lch trnh,
cc ch dn chun b. Trong qu trnh hun luyn lun c cc cng
c h tr i km v cc hot ng d phng vic hun luyn c
trin khai tht chu o. Vic thc hin chng trnh i hi cc cch
thc nh hun luyn ti ch, hun luyn ti hin trng, hun luyn
bng vi tnh v t nghin cu, hun luyn ti lp hc (c bi ging,
tho lun tnh hung, ng kch v cc tr chi ng dng) c p
dng cho c nhn vin bn hng c v mi.
6. nh gi chng trnh:
C ba yu t c bn:
- Thit lp mi quan h gia mc tiu chng trnh v
cc tiu chun nh gi.
- Xc nh r cc tiu chun c p dng.
- T chc x l kt qu nh gi.
Qua vic o to, cng ty phi chng minh c hiu qu lm
vic ca nhn vin c ci thin c th nh s lng n hng tng
ln, quan h khch hng m rng, s ngi bit n sn phm mi ca
cng ty gia tng, khng kh lm vic c ci thin, tinh thn nhn
vin tt hn, cch thc lm vic chuyn nghip hn...
Cc tiu chun c th nh:
- Mc hon thnh cng vic ca hc vin.
- Cc nh gi ca hc vin i vi chng trnh hun
luyn.
- Cc chi ph.
X l kt qu nh gi tm ra cch thc hun luyn hiu qu
nht v kt qu thc s ca chng trnh o to cng nh d kin k
hoch o to trong tng lai.

III. CHNG TRNH HUN LUYN K NNG BN
HNG:
thit k ni dung chng trnh k nng bn hng cn nm
vng nhng vn c bn v hnh vi mua hng ca khch hng cng
nghip, khch hng thng mi v tiu dng.
Khch hng cng nghip: mua sn phm/ dch v to iu
kin thun li cho vic sn xut cc sn phm/ dch v khc hoc
tr thnh mt b phn ca mt sn phm cui cng (James M.Comer)
a. Cc nhim v mua hng:
- Nhim v mi.
- Mua li c sa i.
- Mua li trc tip.
b. Qu trnh mua:
- Nhn thc vn , gii php tng qut.
- Xc nh v m t c tnh, s lng cn thit.
- iu tra cc ngun c th.
- Thu thp v phn tch cc ngh.
- nh gi v chn la.
- Phn hi, nh gi.
c. ng c mua hng
- Gi c.
- Dch v v ph tng h tr k thut.
- Cht lng.
- Cung cp tin cy.
Ngi mua thng mi: mua hng ha t cc nh sn xut hoc
t nhng nh phn phi khc v bn li cho hng lot khch hng bao
gm c ngi tiu dng cui cng, cc doanh nghip khc.
b. Nhim v mua hng: nh hng ca mt ngi, phng
ban ti quyt nh mua hng yu hn ngi tiu dng
cng nghip.
c. Qu trnh mua hng:
- Nhn thc vn .
- Xem xt.
- nh gi cc sn phm khc nhau.
- Quyt nh mua.
- Sau khi mua: tiu dng v nh gi quyt nh.
c. ng c mua hng:
- Gi bn sn phm cng loi trn th trng.
- D tr sn phm.
- Cch s dng ln u.
- Phn ng ca khch hng i vi sn phm.

IV. TIN TRNH BN HNG CN BN:
Bao gm su bc:
- 1. Thm d khch hng.
- 2. Lp k hoch cho hng.
- 3. Gii thiu v dn chng sn phm.
- 4. Thng lng vi khch hng.
- 5. Kt thc cho hng.
- 6. Dch v sau bn hng.
Bc 1: Thm d khch hng
Tiu chun khch hng trin vng l:
- C nhu cu, mong mun v sn phm, c kh nng
thanh ton, c quyn quyt nh.
- Thuc i tng khch hng tm kim: khu vc phn
phi, loi hnh kinh doanh (s, l)
Nhng ngun cung cp thng tin v khch hng trin vng l:
- Danh mc hng dn.
- Do gii thiu bi ngi quen, khch hng.
- Trin lm, hi tho gii thiu sn phm.
- Ngi mi gii.
- Nhng ngi c nh hng trong cng ng.
- Cc c quan xc tin thng mi.
- Th cho hng.
- Telemarketing: qua in thoi.
Ngi bn hng cn c k nng x l thng tin, sp xp thng
tin, nh gi khch hng trin vng v lp danh sch khch hng trin
vng thm d, cho hng.
Bc 2: Lp k hoch cho hng
K hoch cho hng rt quan trng v n gip cho ngi bn
hng tng cng t tin, qun l thi gian tip xc hp l, tng hiu
qu cng vic cho hng.
Bng 7.1: Cc thng tin cn thit lp k hoch cho hng
Khch hng l c nhn Khch hng l t chc
Tn, tui
Kin thc chuyn
mn v sn phm
Nguyn vng, thi
quyt nh mua
Cc nhm quan h
vi khch hng
Kh nng ti chnh
Nhng s thch ring:
to mi thn thin
Loi khch hng: sn xut, thng mi,
mua cho t chc
nh nc
Cn cung cp sn phm no?
Khch hng ca ngi mua l ai?
Tnh hung mua hng: mi, lp li thng
xuyn hay thay i)
Mua t mt hay nhiu nh cung cp?
i th ca ngi bn l ai?
Nhng ngi lin quan n quyt nh
mua hng
Khch hng quan tm n chnh sch mua
hng no
Tnh trng ti chnh ca khch hng

Xc nh mc tiu cho hng: Mc tiu phi c th, c th t
c, o lng c.
Bng 7.2: K hoch cho hng

Thi gian
d kien
Muc tieu
Thi gian
thc hien
Ket qua at
c
15/10
n hang au
tien cho ma
NS100
15/10
n hang cho
100 cai NS100,
20 cai NS50
17/10

Ni dung tip xc khch hng: nhng im chnh lin quan n
vic gii thiu, dn chng, thng lng trong tin trnh cho hng:
- Hng mu, cc phng tin h tr bn hng.
- Gi c.
- Li ch cho khch hng khi mua sn phm.
- Tnh nng, thng s k thut
- K hoch h tr, hu mi
- Giy chng nhn sn phm
Khi thc hin cc cuc hn cn tun th nguyn tc hn ng
ngi, hn ng gi, hn ng ni.
C mt s cch vt qua tr ngi khi tm kim cuc hn l:
- Vt trn ro chn (over the screen): v tnh cp
n mt ngi cp cao trong t chc.
- Lch qua ro chn (under the screen): lin lc vi
khch hng mun hn khi khng c ngi cn tr.
- Xuyn qua ro chn (through the screen): xem ngi
cn tr nh l thnh vin trong qu trnh mua hng.
Trong trng hp thc hin cuc hn qua in thoi cn ch :
- Lp ni dung cuc thoi trc khi gi.
- Khng nn qu vn v, cn lch s nh nhn trong
li ni.
- Dnh thi gian cn thit khch hng suy ngh v
t cu hi.
Bc 3: Gii thiu v dn chng sn phm
thc hin tt bc ny cn :
Tao n tng tot lan au tien: Trang phuc thch hp, thai o
t tin, gay an tng tot bang nhng phong cach xa giao trong kinh
doanh mot cach lch s nh cch bat tay hay chon cho ngoi.
Xay dng moi quan he tch cc thng qua vic gii thieu: ten
mnh, cong ty (danh thiep), muc ch cuoc vieng tham, tao bau
khong kh than thien, ci m.
Gii thieu san pham: Trnh bay li ch danh cho khach hang,
chng minh, neu cac cau hoi e khach hang tham gia tch cc vao
cuoc m thoi, p ng nhu cau va mong muon ca khach hang.
Li ch ca viec dan chng: Gi c s chu y cua khach
hang, tang s hieu biet cua khach hang ve san pham, thong tin
c lu gi lau hn, tao cam giac ve quyen s hu.
Noi dung dan chng: Nam c khach hang quan tam en
yeu to nao: tuy vao muc tieu mua hang, cac ac trng tieu bieu
em en li ch g cho khach hang, tranh a ra qua nhieu chi tiet
lam khach hang kho tap trung.
Phng tien h tr ban hang.
- San pham.
- Hang mau, mo hnh.
- Calalogues, brochures.
- Hnh anh minh hoa.
- Giay chng nhan.
- Phng tien ien t: slides, VCD, notebook
Bc 4: Thng lng vi khch hng
Khi cho hng c th b khch hng phn i v:
- Khach hang cha co nhu cau.
- Khach hang cha hieu ro li ch san pham.
- Khach hang a co nha cung cap.
- Khach hang khong thch san pham.
- Khach hang can thi gian suy ngh ve quyet
nh mua hang.
- Khach hang muon co them thong tin.
- Khach hang so sanh gia ca vi li ch cua
san pham.
- Khach hang khong thch cong ty.
- Khach hang khong thch ngi ban hang.
Khi gp s phn i ca khch hng ngi bn phi la chn chien
lc thng lng ph hp. Nhng giai phap ngi ban c th thc
hien e x ly cac phan oi cua khach hang trong tien trnh chao
hang l:
Xay dng thai o tch cc: tiep nhan phan oi mot cach thanh
that, nhiet tnh, khong tranh ci phu nhan y kien phan oi; ng tren
quan iem cua khach hang, d oan nhng phan oi co the.
Hieu ro ban chat cua phan oi: lang nghe k lng toan bo
phan oi cua khach hang, anh gia li phan oi, tm mot so iem e
thoa thuan v c gng khong the hien s gian d.
C mt s phng php thng lng hiu qu nh:
- Ph nhn trc tip mt cch kho lo: khi khch
hng a ra thng tin sai v ngi bn khng c cch
no khc. Ngi bn cn cung cp thng tin chnh xc,
y , v c chng c.
- Ph nhn gin tip: cng nhn im ng ca khch
hng trc, sau a ra chng c chng minh
nhng im cha hp l.
- B tr: tha nhn phn i v im yu v trnh by
nhng im mnh b li.
- Chng minh li ch sn phm cao hn: t cc c
trng, li th ca sn phm.
3 F (feel-felt-found):
V d: Ngi mua: ti s sn phm anh bn rt chm.
Ngi bn: ti hiu s lo lng ca b (feel). Nhiu khch hng
khu vc trc y cng lo lng nh vy (felt). Nhng sau khi
trng by th ti ca hng, h nhn thy (found) nhiu ngi mua rt
thch sn phm ny.
- Mi khch s dng th.
- Tr hon: ngi bn ngh lm r vn sau khi
gii thiu xong.
- Phng php b qua: ngi bn khch hng ni,
tha nhn kin ca h v kho lo chuyn sang vn
khc.
Bc 5 : Kt thc cho hng
Nhng nguyn tc c bn kt thc thnh cng l:
- Lm ni bt li ch ln nht khi kt thc.
- X l hiu qu cc vn cn tn ti.
- Trnh nhng bt ng khi kt thc.
- V d: khi kt thc ngi bn bo thm chi ph lp t,
gii hn sn phm.
Th hin s t tin khi ngh n hng.
C mt s phng php kt thc c th s dng nh:
Kt thc th: thm d xem khch hng quyt nh mua cha.
V d: khi no th ti nhn c n t hng t cng ty anh?
Tm tt cc li ch.
Nhng b: da vo chnh sch bn hng ca cng ty, kt thc
km theo cc khon c li cho khch hng-.
Loi b cc yu sch: ngi bn kin nhn gii thch l do
khng th chp nhn yu sch, t r thin ch, nhn mnh cc li ch.
Ngi bn cn tm cch khch hng ti a ha la chn bng cch
a ra cc mt hng cng chng loi khch hng la chn, tp
trung cc mt hng khch hng quan tm.
Mi trc tip: l cch ngh n hng trc tip, trnh cc cu
C/ khng nh : Anh (Ch) c mua khng? Khch hng s tr li l
khng? Nn t cu hi la chn nh : Anh (Ch) chn mu g? Mu
A hay B?
Khi kt thc, ngi bn hng cn c thi ph hp ty theo tng
trng hp. Khi khch hng ng mua th:
- Khng ngc nhin.
- Khng th hin nim hn hoan.
- Khng nh s la chn khch hng l ng.
- Xy dng mi quan h lu di: x l nhng rc ri,
thc mc ca khch hng sau bn hng.
Khi khch hng khng mua th:
- Khng nn ch nhanh chng.
- Phn tch nguyn nhn tht bi.
- ngh gii php to c hi bn hng ln khc.
- Cm n khch hng.
Bc 6: Dch v sau bn hng
Tm quan trng ca vic thc hin tt dch v sau bn hng:
Khch hng lp li vic mua hng, gii thiu vi cc khch hng khc,
tho mn ti a nhu cu khch hng, xy dng mi quan h lu di,
to th cnh tranh.
Cc loi dch v sau bn hng l:
- Bn sn phm ph h tr sn phm chnh.
- Cho n, tr chm.
- Giao hng tn ni.
- Lp t sn phm.
- Hng dn s dng sn phm.
- Bo hnh bo tr sn phm.
- Chm sc khch hng: thm hi, x l nhng rc ri
ca khch hng.
Phng php thc hin dch v sau bn hng:
- Gi nhng sn phm ph h tr, tng cng tnh
nng cho sn phm mi.
- Thc hin cc chnh sch tr chm c hiu qu.
- Theo di vic giao hng tn ni.
- Phi hp vi b phn k thut thc hin lp t, bo
hnh, bo tr.
- Gii quyt hiu qu cc phn nn.
- Lin lc thng xuyn mang tnh chin lc.
V d: Cng ty Triump thng gi cc catalogue mi cho khch
hng, thip chc mng sinh nht cho khch hng h cm
thy c quan tm. Hay siu th Nguyn Kim thng giao
hng, lp t tn nh khng tnh ph.
TM TT

Bi ny tp trung vo nhng vn sau:
Vic hun luyn ng vai tr quan trng khi xy dng i ng
bn hng. Yu cu hun luyn s ty thuc vo mc tiu ca cng ty
nhng nhn chung th yu cu ca cng tc hun luyn thng hng
n lc lng bn hng hin c v i ng mi tuyn dng.
Tin trnh hun luyn cho nhn vin bn hng bao gm cc
bc: nh gi nhu cu, xc nh cc mc tiu ca chng trnh, nh
gi ngun, xy dng ni dung chng trnh, thc hin chng trnh v
cui cng l nh gi chng trnh.
Ni dung c th ca mt chng trnh hun luyn k nng bn
hng bao gm su bc: thm d khch hng, lp k hoch cho hng,
gii thiu v dn chng sn phm, thng lng vi khch hng, kt
thc cho hng, dch v sau bn hng.

BI TP

1. Hy xy dng mt k hoch o to c th cho doanh nghip
m cc bn ang lm vic.
2. Hy lp biu mu nh gi chng trnh o to cho doanh
nghip.
3. Cho bit cch thc xc nh khch hng tim nng v lp k
hoch tip cn khch hng i vi nhn vin kinh doanh (sn
phm dch v: xe Ford, nh chung c cao cp)

Chng 8:
QUN L I NG BN HNG

Cc bn thn mn,
Chng ny l chng cui cng trong ni dung mn hc Qun
tr bn hng. Cc bn hy ch c tht k c th p dng nhng
kin thc v Qun tr bn hng vo thc t hiu qu hn.

B. MC TIU:
Chng ny nhm cung cp cho sinh vin nhng kin thc v:
- Cc hot ng qun tr lc lng bn hng.
- Chng trnh tnh lng, thung cho nhn vin bn
hng.
- Cc l thuyt ng vin lc lng bn hng.
- Quy trnh nh gi thc hin ca nhn vin bn hng

C. NI DUNG CHNH
I. QUN TR I NG BN HNG:
Qun tr lc lng bn hng l mt qu trnh hp nht vic nh
gi thc hin ca nhn vin kt hp vi khen thng ti chnh v phi
ti chnh.
Gim c bn hng c trch nhim m bo lc lng bn hng
phi hp thc hin cc mc tiu kinh doanh c thit lp, vic thc
hin c nh gi, o lng chnh xc v cc chng trnh khen
thng ph hp, c gi tr kch thch cao nhn vin bn hng.
Qun tr i ng bn hng c th hin r qua s di y:

Hnh 8.1: S qun tr i ng bn hng

- Thit lp mc tiu v ln k hoch
Mc tiu m Gim c bn hng nhm ti thng l ch tiu
doanh s v ch tiu li nhun. T y, Gim c Bn hng thit lp
ra mc tiu cho tng nhn vin bn hng theo doanh s, chi ph bn
hng.
ra
chng trnh

Thng

ng
vin
Thit lp
mc tiu
v ln
k hoch
N lc
Kt qu
thc hin

Thng

Tha mn
Cc nh hng
bn ngoi
nh gi
thc hin
Gim c bn hng cn trnh by r rng, tho lun vi nhn vin
bn hng v cc mc tiu m bo c s cam kt ca h t mc
tiu ra.
Gim c bn hng cn a ra cc chng trnh hnh ng, cc
cng vic m nhn vin bn hng cn thc hin t c cc mc
tiu.
Gim c bn hng trao i vi nhn vin bn hng ln k
hoch cho cc hnh ng cn phi thc hin. K hoch a ra cn
phi hp l v m bo c ngun lc thc hin. Gim c bn
hng cng cn thit c k hoch bt ng hon thnh mc tiu.
- Chng trnh thng ng vin
Chng trnh thng cn c thit k hng ti vic t cc mc
tiu c nhn ca nhn vin bn hng v mc tiu chung.
Mt chng trnh thng tt s l cng c hng dn cc n lc
ca nhn vin bn hng nhm hon thnh mc tiu c nhn v mc
tiu chung.
Ngoi phn thng ti chnh, phn thng cn th hin mc
hon thnh cng vic, l thc o gi tr, s t ho ca nhn vin bn
hng.
Bn cnh chng trnh thng ti chnh, Gim c bn hng nn
c cc khuyn khch phi ti chnh nh s ghi nhn, khen ngi
hng cc hot ng, n lc ca nhn vin bn hng n vic t mc
tiu.
- Nhng nh hng bn ngoi
Nhng yu t bn ngoi kim sot trc tip ca nhn vin, Gim
c bn hng nh hng n cc n lc, kt qu thc hin v s ng
vin i vi nhn vin bn hng. Cc yu t c th l: tnh hnh
kinh t trong khu vc thay i, cc hot ng ca i th cnh tranh,
nhu cu khch hng thay i
Gim c bn hng cn c s h tr, bin php kp thi trong cc
tnh hung ny gip nhn vin bn hng t c mc tiu v duy
tr s tch cc.
- Thc hin
Kh nng ca nhn vin bn hng nh hng trc tip n kh
nng t mc tiu. Gim c bn hng cn c s nh gi v kh nng
ca nhn vin ngay t u c s phn cng cng vic, hun luyn
o to hp l, cn thit thc hin cng vic hiu qu.
Gim c bn hng cn thc hin vic gim st, n c, khch l
i vi nhn vin bn hng trong qu trnh thc hin.
- nh gi
nh gi vic thc hin lin quan trc tip ti phn thng m
nhn vin bn hng nhn c. Do , vic nh gi cn phi c
thc hin chnh xc, cng bng v nht qun.
Gim c bn hng cn a ra cc ch tiu r rng nh gi kt
qu thc hin ca nhn vin bn hng.
Ngoi ra, vic nh gi cn th hin s quan tm, ghi nhn cho
cc n lc ca nhn vin bn hng v c gi tr khuyn khch, ng
vin cao.

II. CHNG TRNH LNG THNG:
1. Tm quan trng ca k hoch lng thng:
- i vi nhn vin bn hng:
m bo tiu chun sng: thng thng nhn vin bn hng c
th t c mc thu nhp tt so vi cc ngnh ngh khc. H c hy
vng c c hi kim thm thu nhp m bo mt tiu chun sng
xng vi kh nng.
Thu nhp tinh thn: l s so snh, ph by vi bn b, ng
nghip trong, ngoi cng ty.
- i vi cng ty: chng trnh lng thng l cng c
hiu qu trong vic thc hin bn mc tiu:
H tr, thi hnh chin lc v cc mc tiu chung.
Thay th gim st trc tip ca Gim c bn hng.
ng vin nhn vin bn hng hot ng hiu qu.
Gim chu chuyn lao ng (tnh trng nhn vin bn
hng chuyn ni lm vic trong thi gian ngn).
2. Cc k hoch lng thng:
a. Lng thun (lng trc tip):
S tin gii hn tr cho nhn vin bn hng trn c s thng
xuyn thc hin cc hot ng nh lin quan ti bn hng.
u im:
- Cng ty c th tnh ton, xc nh trc c cc chi
ph.
- n gin trong vic thit k k hoch lng thng.
- Khuyn khch lm vic theo nhm.
Hn ch: thiu s khuyn khch mnh i vi lc lng bn
hng.
Hnh thc ny ph hp trong trng hp cc mi quan h th
trng, khch hng thng xuyn, n nh; vic kinh doanh c
thit lp n nh; qu trnh bn hng ko di v khng thng xuyn.
Mt cuc bn hng thnh cng i hi c s kt hp, bao gm lc
lng bn hng bn ngoi v lc lng bn hng bn trong (hnh
chnh).
b. Hoa hng thun:
T l phn trm trn mt n v bn ra (phn trm trn mt sn
phm bn c, phn trm trn doanh s thc hin) m cng ty tr
cho nhn vin bn hng trong mt khong thi gian. Thu nhp ca
nhn vin bn hng ph thuc vo lng sn phm bn ra th trng.
u im: to c s khuyn khch mnh i vi nhn vin bn
hng nng nng sut bn hng.
Hn ch:
- S kim sot th trng, khch hng ph thuc hon ton
vo nhn vin bn hng.
- Cng ty kh khn trong vic qun l nhn vin bn hng.
Hnh thc ny ph hp khi cc cng ty mi thm nhp vo th
trng mi, s dng nhn vin hng hoa hng tip cn khch
hng hoc cng ty khng ti chnh b p cho lc lng bn
hng vi lng c nh, hay khi nhn vin bn hng c nh hng
mnh n quyt nh mua hng ca khch hng.
c. Lng cng thng: ngoi khon lng tr bnh thng,
c nh, cn c mt khon tin tr thm cho c nhn,
nhm bn hng khi hon thnh cc ch tiu.
d. Lng cng hoa hng: kt hp lng c bn vi vic
khuyn khch trc tip bng mt t l phn trm trn mt
n v bn hng.

III. NG VIN LC LNG BN HNG:
Gim c Bn hng lun phi quan tm n vic ng vin ton
th lc lng bn hng cng nh mi c nhn. Khng kh khn
lm vic vi nhn vin bn hng lun t doanh thu cao. Nhng lm
cch no ng vin nhng nhn vin c kt qu bn hng trung
bnh hoc thp? Lm th no gip cc nhn vin c thnh tch cao
gi c s nhit tnh, cn mn trong cng vic thng ny qua thng
n, nm ny qua nm khc?
S ng vin nhn vin bn hng th hin qua mc n lc
ca anh ta trong mi hot ng lin quan n cng vic.
Cc thuyt ng vin trong qun tr bn hng: thc hin vic
ng vin cc nhn vin bn hng Gim c bn hng c th p dng
Nhu cu: pht
trin bn thn,
th thch
cc l thuyt ng vin nh: thuyt nhu cu Masglow, thuyt yu t
kp Hertzberg, v thuyt mong i.
1. Thuyt nhu cu Maslow:

2. Thuyt yu t kp Hertzberg

Nhu cu
c bn
Nhu cu: mc sng tt
Hnh ng: Lng, thng c bn cho cuc sng
Nhu cu
an ton
Nhu cu: an ton cng vic
Hnh ng: iu kin lm vic an ton, cc tiu chun
nh gi c tho lun, trao i kt qu nvbh cn t
Nhu cu: quan h trong cng vic
Hnh ng: cc cuc hp bn hng, lm
vic nhm, bn tin nhn vin
Nhu cu
x hi
Nhu cu c
tn trng
Nhu cu: c cng nhn
Hnh ng: cc thnh cng trong
cng vic c nhn nhn, tuyn
dng, c hi thng tin
Hnh ng: o to
nng cao, c giao
cc nhim v c bit,
c nhiu quyn hnh,
trch nhim
Nhu cu t
khng nh

Cc yu t bnh thng
- Lng thng c bn
- iu kin lm vic an ton
- Cc iu kin gim st
- Quan h

Cc yu t ng vin
- S cng nhn
- Trch nhim, quyn hnh
- Th thch
- C hi thng tin
Khng to ra s ng vin,
nhng thiu s to s chn
nn i vi nhn vin
To ra s tch cc, ng
vin mnh m
3. Thuyt mong i:
Thuyt mong i da trn cc nh gi: thng/ n lc, thng/
thnh tch, n lc/ thnh tch. Nhn vin bn hng thng xuyn s c
nhng nh gi v cc yu t ny.
Thng/ n lc:
Thng c xng ng vi nhng n lc b ra?
Thng c cng bng?
Thng/ thnh tch:
Kt qu tt hn c mang li phn thng?
Nu phn thng l nh nhau khng phn bit kt qu cao hay
thp s khng to nn s ng vin i vi nhn vin bn hng.
MBO (Management by objectives): Gim c bn hng v nhn
vin bn hng ng vi cc ch tiu hon thnh cng vic (lin h
vi phn thng).
N lc/ thnh tch:
Nhng n lc cao hn c mang li thnh tch cao hn?
Gim c bn hng phi lm cho nhn vin tin tng rng n lc
cao s cho kt qu tt hn, iu ny s lm cho nhn vin lm vic
hng say, tch cc hn.
Gim c bn hng phi lm g tng cng mi quan h n lc/
thnh tch?
IV. NG VIN V CC GIAI ON S NGHIP CA
NHN VIN BN HNG:
Cc nhu cu, mong i ca nhn vin l khc nhau cc giai
on khc nhau trong s nghip. iu ny i hi Gim c bn hng
cn phi hiu r cc nhn vin bn hng c cc bin php ng
vin thch hp v hiu qu.
Giai on thm d:
- Quan tm u tin l tm c cng vic thch hp.
- Thiu k nng, kin thc cng vic.
- Rt nhiu nhn vin thi vic trong thi gian ngn, cam
kt c nhn thp.
- t hng ng i vi phn thng da trn hn ngch.
giai on ny Gim c bn hng cn c nhng hnh ng
ng vin :
- To nim tin cho nhn vin bn hng c kh nng thc
hin v c hi t thng.
- ng vin, khuyn khch nhn vin bn hng cam kt vi
cng vic, pht trin cc k nng v kin thc chuyn
mn.
Giai on thit lp:
- Quan tm hng u l hon thin cc k nng v hon
thnh cng vic.
- Mong mun s nghip vng chc.
- Cam kt vi cng vic.
- Mong mun t c s thng tin, bt (thiu c hi
thng tin, nhn vin c nhiu kh nng chuyn cng ty).
giai on ny Gim c bn hng cn c nhng hnh ng
ng vin nh:
- To s tin tng cho nhn vin bn hng rng h c
kh nng v c hi c bt.
- Giao cho nhn vin bn hng cc trch nhim c bit, c
c hi thng tin: li ch bng tin, khen ngi cng
khai, tham gia vo vic ra quyt nh.
Giai on gi gn:
- Quan tm ln nht l gi vng v tr t, duy tr mc
thc hin, kt qu cng vic hin ti
- Gim mong mun thng tin
- Tng s cam kt trong cng vic
- Mong mun c ghi nhn, tn trng, thu nhp cao.
Gim c bn hng cn c nhng hnh ng ng vin nh:
- ng vin lm vic trn c s hiu qu hn, ch khng
phi tch cc hn.
- Cc chng trnh lng thng n nh, a dng v hnh
thc hn: doanh s kt hp ROI, qun tr nhn vin
Chnh sch hoa hng bn hng s khng ph hp vi
nhn vin bn hng giai on ny.
Giai on tch ra:
- Quan tm nhiu vo vic chun b cho giai on v hu
hay pht trin cng vic, s thch ring bn ngoi.
- Khng quan tm nhiu n v tr, thng ti chnh.
- Gim thc hin cng vic v kt qu thp.
Rt t hnh ng qun tr, ng vin c th thc hin giai on
ny.

V. CC BIN PHP NG VIN:
Gim c bn hng c nhiu bin php thc hin vic kch
thch, ng vin i vi nhn vin bn hng:
- ng vin ti chnh: bng cc k hoch lng thng c
bn nh lng, hoa hng, thng, ph cp h tr, thi ua
bn hng.
- ng vin phi ti chnh : thng qua cc hnh thc nh:
ghi nhn cng lao vi bng khen, k nim chng; khen
ngi, khuyn khch; cng vic a dng, phong ph; c
hi thng tin; tham d cc cuc hp, hi ngh bn
hng

VI. NH GI THC HIN:
t c ch tiu kinh doanh ra l c s m bo cho hot
ng hiu qu, s tn ti lu di ca doanh nghip v s thng tin
trong s nghip ca nhn vin bn hng. Nhim v quan trng ca
Gim c bn hng l ng vin, h tr, to iu kin cho nhn vin
bn hng t c cc ch tiu bn hng. Sau thi gian thc hin,
Gim c bn hng cn nh gi nhng n lc, kt qu thc hin ca
nhn vin bn hng. Qu trnh nh gi thc hin c to nn mt h
thng kim sot qun tr bao gm thit lp cc mc tiu thc hin, so
snh kt qu nhn vin bn hng t c vi cc mc tiu ra,
thng hay a ra cc bin php ci thin i vi nhn vin bn hng.
Vic thc hin nh gi i vi nhn vin bn hng nhm mc
ch:
- nh gi kt qu trong thi gian qua.
- a ra cc hot ng tng doanh s bn hng cho
nhn vin trong thi gian sau.
- ng vin nhn vin bn hng nng cao hiu qu thc
hin.
nh gi thc hin l c s cho Gim c bn hng trong cc
quyt nh nh tnh lng/ thung, tng lng, bt, cch chc, sa
thi
Vic nh gi i vi nhn vin bn hng c thc hin chnh
bi ngi qun l bn hng trc tip: Gim st bn hng, Trng
phng bn hng khu vc, Gim c bn hng
Nhiu cng ty, ngi qun l trc tip tham kho kin vi mt
vi ngi qun l cng cp hay thm ch vi qun l cp cao hn:

Vic nh gi i vi nhn vin bn hng thng c thc hin
vo cui nm. Quy trnh nh gi bao gm:
- a ra cc tiu chun nh gi.
- Tin hnh nh gi.
- Cc hot ng tip theo sau nh gi.
Cc tiu chun nh gi:
Da trn cc yu t quan trng trong cc hot ng ca nhn vin
bn hng, Gim c bn hng a ra cc tiu chun nh gi. Hai
nhm tiu chun thng c p dng l: cc tiu chun o lng kt
qu v cc tiu chun o lng hot ng bn hng.
Cc tiu chun o lng kt qu gm c:
(1) Lng bn hng:
- Doanh s, sn lng bn hng.
- Doanh s, sn lng bn hng theo sn phm.
Gim c bn hng
Trng phng
bn hng khu vc
Trng phng
bn hng khu vc
Trng phng
bn hng khu vc
Nhn vin bn hng
- Doanh s, sn lng bn hng theo loi khch hng.
(2) T l bn hng:
- Lng bn hng thc hin so vi hn ngch bn hng.
- Th phn t c.
(3) Li nhun theo sn phm, loi khch hng.
(4) n t hng:
- S lng n t hng.
- Gi tr trung bnh n t hng.
- S lng n t hng b hy.
(5) Khch hng:
- S lng khch hng mi.
- S lng khch hng mt i.
- S lng khch hng chm thanh ton.
- T l khch hng mua hng (s lng khch hng mua
hng/ tng s khch hng).
Cc tiu chun o lng hot ng bn hng gm c:
- S cuc gi, thm ving khch hng.
- S ngy lm vic.
- S bng bo gi gi i.
- S lng khch hng phn nn.
- Kin thc v sn phm, chnh sch bn hng, khch hng,
cc chng trnh bn hng ca i th.
- K nng bn hng.
- Quan h vi khch hng.
- Tinh thn hp tc trong cng vic.
- Cc sng kin.
- Kh nng phn tch, nh gi d liu bn hng.
- Kh nng x l cc tnh hung.
Tin hnh nh gi
Tin hnh nh gi l trch nhim rt quan trng trong cng vic
qun tr ca Gim c bn hng v c i vi nhn vin bn hng.
iu ny i hi cn thit c s chun b tt t c hai pha.
Chun b cho cuc nh gi, Gim c bn hng cn thu thp y
cc thng tin v kt qu thc hin ca nhn vin bn hng, thng
bo thi gian, a im thc hin nh gi v son tho mu nh gi
gi cho nhn vin bn hng in vo.
Trao i trc tip gia Gim c bn hng v nhn vin:
Gim c bn hng nn tho lun chn thnh, tch cc da trn
tng tiu chun nh gi, v cn khuyn khch nhn vin bn hng
tho lun kt qu t c vi tng ch tiu, t nh gi kt qu thc
hin v a ra cc quan im, kin nh gi.
Nhn vin bn hng cn hiu r kt qu nh gi. Nu c s bt
ng, Gim c bn hng cn gii thch cn k ngay ti cuc nh gi.
Cc hot ng tip theo sau nh gi
Ngay sau cuc nh gi trc tip, Gim c bn hng cn thng
bo chnh thc cho nhn vin bn hng v kt qu nh gi v a ra
cc hot ng nh :
- Thng, cc hnh thc khen ngi cng khai.
- bt.
- Cc hot ng khc phc, ci thin kt qu cho thi gian
sau.
- Cc bin php tiu cc: ging chc, sa thi

TM TT
Gim c bn hng c trch nhim qun tr i ng bn hng
t c mc tiu kinh doanh do cng ty ra. Cc im cn quan
tm ca Gim c bn hng i vi trch nhim ny l:
- Thit lp mc tiu v k hoch thc hin.
- Pht trin chng trnh lng thng cho lc lng bn
hng.
- Cc hot ng nhm ng vin lc lng bn hng.
- nh gi kt qu thc hin ca nhn vin bn hng.
Khi thit lp cc mc tiu, Gim c bn hng cn a ra chng
trnh hnh ng, nh ra chng trnh thng ng vin i vi lc
lng bn hng. Bn cnh , Gim c bn hng cng nn cn nhc
n cc yu t nh hng bn ngoi nhm c cc bin php d tr, h
tr kp thi cho lc lng bn hng trong qu trnh thc hin.
Chng trnh lng thng ng vai tr quan trng trong vic
ng vin i ng bn hng n lc t c cc mc tiu ra. Cc
k hoch lng thng c th p dng nh: lng thun, hoa hng
thun, lng cng thng, lng cng hoa hng.
Cc bin php ng vin lc lng bn hng thng thng l
ng vin ti chnh v ng vin phi ti chnh.
Cui cng, Gim c bn hng cn nh gi nhng n lc, kt qu
thc hin ca nhn vin bn hng. Vic nh gi phi da trn cc tiu
chun nh gi o lng kt qu v o lng hot ng bn hng.
BI TP

Bn l Gim c bn hng ca cng ty TNHH L Phan, sn
xut v kinh doanh sn phm in gia dng: TV, t lnh, my git...
Bn hy ra chng trnh ng vin cho lc lng bn hng.
HNG DN TR LI
CU HI V BI TP

Chng 1
1. u v nhc im ca vic t chc lc lng bn hng theo a l,
theo sn phm v theo khch hng:
Theo a l: u im ca m hnh ny l tit kim c chi
ph qun l, cp qun l d kim sot v m nhim cng vic hn,
nhn vin cng xc nh r trch nhim cng nh nhng nc thang
thng tin mt cch r rng. Nhc im : M hnh ny khng ph
hp khi sn phm c tnh k thut cao v kh phc tp, i hi nhiu
v dch v ph t pha khch hng
Theo sn phm: u im : Nhng cng ty c sn phm phc
tp hay nhiu tnh nng k thut s rt ph hp vi c cu t chc
dng ny. Nhn vin bn hng s c hun luyn ht sc chu o v
ngnh hng hay sn phm m mnh ph trch... Nhc im: Tn km
chi ph qun l, i lc b l thuc vo chnh h thng bn hng
Theo khch hng: C cu t chc ny thch ng mt cch tt
nht vi th trng khi lc lng bn hng phi nm r c im ca
khch hng, nhng yu cu c bit v s i hi khc nhau ca tng
loi khch hng. Nhn chung, nhng khch hng ln thng i hi
kh nhiu v dch v, chnh sch gi v s chm sc tn tnh do vy
c cu ny l kh hiu qu.
2. Sinh vin t thc hin cu ny da vo kin thc thc t ti doanh
nghip.
3. Vic s dng i l ph hp vi nhng trng hp nh sau:
Th trng, khch hng phn tn.
Cng ty mi thnh lp cha kinh ph trang tri cho vic
t chc lc lng bn hng.
Mt hng cn c s trin khai nhanh v mnh ra th trng.
4. S thay i ca chnh sch php l tc ng n doanh nghip:
Sinh vin c th tm nhng thay i v chnh sch thu, chnh
sch u t, cc quy nh mi hay ngay c vic gia nhp WTO
minh chng cho s thay i ca chnh sch php l ti hot ng bn
hng ca doanh nghip.

Chng 2
1. tr thnh mt ngi bn hng gii cn phi c nhng phm
cht v k nng:
V phm cht: Nng ng, sng to, kin nhn, trung thc, gi
uy tn.
V k nng: k nng bn hng, k nng giao tip, k nng gii
quyt vn .
2. S khc bit c bn gia ngi nhn n hng v ngi to ra n
hng:
Ngi nhn n hng: mang tnh th ng hn, ph hp vi
nhng mt hng kinh doanh trong siu th.
Ngi to ra n hng: ch ng hn, i hi tch cc hn, ph
hp vi nhng ngi c kh nng thuyt phc, thch c thu nhp cao,
thch sng to.
3. Nhng p lc m ngi bn hng thng gp phi trong cng vic
v trong cuc sng:
p lc cng vic: p lc doanh s, p lc trong quan h trong
ni b v bn ngoi, p lc t i th cnh tranh.
p lc trong cuc sng: p lc t gia nh, p lc thi gian.

Chng 3
Van e: Giam oc ban hang va khach hang
Cach giai quyet:
+ Trao oi va nh s h tr t lanh ao Kien Hang.
+ Giai phap vt rao chan: tiep can vi cap tren cua ngi mua
hang e gii thieu san pham (co the nh quan he t lanh ao Kien
Hang). Lam bat len cac tieu chuan chat lng, gia thanh sn phm
cua ban (co the s dung bang so sanh).
+ Gay anh hng, tao s ung ho t cong ty ngi mua: tang cng
viec gii thieu san pham ti cac nhan vien, phong ban cung cap
thong tin cho nhieu ngi trong cong ty, ngi mua (gay anh
hng).

Chng 4
1. Cac nguyen nhan co the :
+ Nhan vien ban hang cua cng ty lam viec kem hieu qua.
+ Nha phan phoi giam kinh doanh sn phm cua cng ty:
phan phoi san pham mi
tap trung n lc vao nganh kinh doanh khac
+ oi thu tap trung ay manh kinh doanh tai khu vc.
+ Xuat hien oi thu mi vi sn phm canh tranh manh, trc tiep
vi san pham cong ty.
+ Chnh sach cng ty kem hieu qua trong khu vc.
2. 1.Tnh ROAM (nh gi li nhun gp/ ti sn s dng)

KHU VC TONG
KV1 KV2 KV3
Doanh so 510 525 720 1.755
Chi ph bien oi 388 397 590 1.375
Lai gop 122 128 130 380
Tai san ang s
dung 950 910 1,550 3.410
Ton kho 300 430 700 1.430
TK phai thu 650 480 850 1.980
Lai gop/ D.so 23,9% 24,4% 18,1% 22%
Vong quay von
(D.so/T.san)

0,54

0,58

0,46

0,51
ROAM 12,8% 14,1% 8,4% 11%

Nhn xt: (nh gi trn li nhun gp)
Khu vc 2:
+T l li nhun gp/ doanh s cao nht kinh doanh hiu qu.
+Vng quay vn l nhanh nht s dng vn hiu qu.
+Li nhun trn ti sn x dng kinh doanh t mc cao nht
u t hiu qu nht.
Tnh hnh kinh doanh ca khu vc 2 l tt nht.

2.2 Tnh li tc cn li RI

KHU VC TONG
KV1 KV2 KV3
Doanh so 510 525 720 1,755
Gia von hang ban 388 397 590 1,375
Tong lai gop 122 128 130 380
Chi tieu ban hang trc tiep 59 67 51 177
Lai gop 63 61 79 203
Chi ph tai san ang s dung 22 23 38 83
Chi ph hang ton kho
(ICC=3%) 9 13 21 43
TK phai thu (ARC=2%) 13 10 17 40

Li tc con lai-RI 41 39 41 121
RI/Doanh s 8,0% 7,3% 5,7%

Nhn xt
- Khu vc 1 c t l li nhun cn li l cao nht.

Chng 5
1. Phn nhm khch hng ABC: (xem bng trang 150)
Nhm khch hng A: kinh doanh vn chuyn du lch.
Khch hng B: s dng vn phng.
khch hng C: gia nh
2. Chng trnh tng doanh s bn hng nhm A
Yu cu, mong i khch hng:
Gi c tt.
Chi ph thp trong thi gian s dung kinh doanh c li
nhun.
Cht lng cao, khng qu tn km chi ph sa cha
trong qu trnh vn hnh.
Chng trnh:
Gim gi bn trc tip.
Tng bo dng min ph 3 nm.
Tng thi gian bo hnh

Chng 6
1. Bng tiu chun cho cc cng vic c th :
i din kinh doanh pht trin i l ca mt cng ty vt liu
xy dng:
- V chuyn mn, hc vn: Tt nghip cao ng, i hc
chuyn ngnh kinh t hoc xy dng.
- V phm cht: T tin, chu kh.
- V hnh th: Nam gii, hnh thc d nhn, khe mnh.
- V kinh nghim: c kinh nghim ti thiu 1 nm trong
lnh vc kinh doanh, u tin ngi c kinh nghim trong
ngnh hng xy dng
- Cc k nng khc: K nng giao tip, k nng gii quyt
vn
- Cc u tin: C th s dng ngoi ng trong giao tip, vi
tnh thnh tho
i vi nhn vin kinh doanh m phm tiu chun s khc so
vi tiu chun ca i din kinh doanh pht trin i l ca mt cng
ty vt liu xy dng
2. Phng vn chuyn su gip nh tuyn dng nh gi ng nng lc
v phm cht ca ng vin la chn ngi cho ph hp.
3. M t cuc phng vn: Ni dung ny sinh vin t lm da trn
kinh nghim thc t nhng phi gm cc ni dung c th nh: thi
gian, a im, v tr ng tuyn, cc cu hi in hnh, qu trnh phng
vn, nh gi v kt qu.

Chng 7
1. Xy dng k hoch o to: Cn lu phi bao gm y cc
ni dung nh sau:
Mc ch o to.
i tng o to.
Thi gian o to.
Ngun hun luyn: Ni b hay bn ngoi.
Ngn sch d kin.
nh gi hiu qu chng trnh bng cch thc no.
2. Biu mu nh gi chng trnh o to ca doanh nghip: Xem
mu c th.
3. Cch thc xc nh khch hng tim nng: Da trn tiu ch: nhu
cu, nng lc ti chnh, quyn mua.
Cn trnh by k hoch tip cn c th nh: S dng cc thng tin
khch hng t u, tham gia hot ng g tip cn, dng phng
thc no t hiu qu.
Cn nh rng khch hng tim nng v cch tip cn khch hng
ca hai loi sn phm ny c s khc bit nn khi thc hin bi tp
cn trnh by ht sc c th, nu c kinh nghim thc t th cng tt.

Chng 8
1. Cc bin php ti chnh:
Chng trnh lng, thng, hoa hng.
Tr cp: i li, in thoi,...
Thi ua bn hng.
2. Cc bin php phi ti chnh
Khen ngi, ghi nhn. V d: Bng khen cho nhn vin
bn hng tt nht ca thng, nm
Hi tho bn hng. V d: hi tho bn hng ton quc,
chia s kinh nghim gia cc nhn vin bn hng.

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