Professional Documents
Culture Documents
=
=
F: d bo bn hng
n: s nm tnh bnh qun
S
i
: bn hng thc t trong cc nm i, i=1n
http://www.ebook.edu.vn 79
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.
http://www.ebook.edu.vn 80
- 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
http://www.ebook.edu.vn 81
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
http://www.ebook.edu.vn 82
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
http://www.ebook.edu.vn 83
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.
http://www.ebook.edu.vn 84
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%
http://www.ebook.edu.vn 85
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.
http://www.ebook.edu.vn 86
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.
http://www.ebook.edu.vn 87
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 .
http://www.ebook.edu.vn 88
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
http://www.ebook.edu.vn 89
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
http://www.ebook.edu.vn 90
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
)
http://www.ebook.edu.vn 91
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:
http://www.ebook.edu.vn 92
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
http://www.ebook.edu.vn 93
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
Jamers M.Comer, Qun tr bn hng, NXB Tp. H Ch Minh, 2002
http://www.ebook.edu.vn 94
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
http://www.ebook.edu.vn 95
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.
http://www.ebook.edu.vn 96
- 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
http://www.ebook.edu.vn 97
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%
http://www.ebook.edu.vn 98
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
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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
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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.
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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.
http://www.ebook.edu.vn 102
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
http://www.ebook.edu.vn 103
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).
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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.
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- 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.
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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
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(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).
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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
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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:
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(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.
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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.
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- 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
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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
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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:
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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.
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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.
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http://www.ebook.edu.vn 118
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).
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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:
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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
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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
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- 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.
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- 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
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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.
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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
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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,
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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.
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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
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- 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:
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- 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
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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.
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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.
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- 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.
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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.
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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.
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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.
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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
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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.
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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.
http://www.ebook.edu.vn 140
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)
http://www.ebook.edu.vn 141
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.
http://www.ebook.edu.vn 142
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
http://www.ebook.edu.vn 143
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
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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.
http://www.ebook.edu.vn 145
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:
http://www.ebook.edu.vn 146
- 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.
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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
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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
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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?
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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.
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- 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:
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- 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
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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:
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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
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- 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.
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- 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.
http://www.ebook.edu.vn 157
- bt.
- Cc hot ng khc phc, ci thin kt qu cho thi gian
sau.
- Cc bin php tiu cc: ging chc, sa thi
http://www.ebook.edu.vn 158
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.
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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.
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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.
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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:
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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
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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
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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
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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.
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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.
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- 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.
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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.