CHNG

8.

CHIEN LC CHIEU TH

CHNG 8
CHIE N L C CHIE U TH

Muc tieu cua chng:

1.
2.

S khac biet cua chieu th trong th trng to chc va trong th

trng tieu dung.
Cac cong cu chnh cua chieu th, vai tro va tnh ng dung
trong th trng cong nghiep.

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B2B MARKETING

TIEP TH GIA CAC TO CHC

DAN NHAP

Cho en thi iem nay, cac nha quan ly tiep th a i c mot

quang ng dai, ho a biet khach hang muc tieu cua ho la ai, a
phat trien cac san pham va dch vu phu hp e phuc vu nhng
khach hang nay, a to chc phan phoi va nh gia phu hp vi
khach hang. Tuy nhien neu ch dng ay co le cha u. Hu xa
t nhien hng, san pham tot khong can gii thieu cung se c
biet en, nhng quan niem nh vay chac han khong con hoan
toan chnh xac trong kinh doanh hien ai. oi thu cua chung ta
khong ch co san pham tot, phan phoi hoan hao, va gia ca phai
chang ma ho con biet cach thuyet phuc khach hang tin vao ieu
o. Thuyet phuc, cung cap thong tin cho khach hang co le la cong
viec khong kem phan quan trong trong mot chien lc tiep th
tong the cua cong ty. Noi dung ve chieu th se cung cap cho
chung ta cac phng phap, ky thuat dung e truyen thong vi
khach hang mot cach hieu qua nhat. Neu nh trong tiep th tieu
dung chung ta a nghien cu cac thanh to/ hay cong cu cua chieu
th nh quang cao, khuyen mai, ban hang trc tiep, va quan he
quan chung, th trong tiep th gia cac to chc nhng cong cu nay
van gi nguyen gia tr cua no, ch co cach tiep can la khac nhau.
Chung ta se xem xet s khac nhau nay e van dung uyen chuyen.
Noi dung chng nay se gii thieu chi tiet ve nam cong cu c ban
cua chieu th:
!

Ban hang trc tiep personal selling. La hnh thc trnh

bay trc tiep gia nhan vien ban hang vi mot hay nhieu
khach hang vi muc ch la ban hang. Trong tiep th gia cac
to chc, mot buoi trnh bay ban hang (sales presentation) co
the c thc hien bi cac nhan vien ban hang ngoai hien
trng (field salespeople), hay cac nhan vien ban hang ben
trong cong ty (inside salspeople), cac oi ban hang (sales
teams)
Quang cao advertising. La mot hnh thc trnh bay gian
tiep cac y tng, san pham, dch vu. Trong tiep th gia cac
to chc, quang cao thng thong qua cac phng tien nh
cac an pham thng mai (trade publications), cac loai bao

CHNG

8.

CHIEN LC CHIEU TH

ch, gi th trc tiep, cac niem giam, radio, tivi, hay cac bang
quang cao ngoai tri.
Khuyen mai sales promotion. La nhng hnh thc khuyen
khch ngan han nham thuc ay khach hang ra quyet nh mua
san pham hay dch vu. Trong tiep th gia cac to chc, khuyen
mai bao gom cac hnh thc nh hoi ch trien lam, catalog,
hang mau, qua tang, cac cuoc thi co thng,
Tiep th trc tiep - direct marketing. La hnh thc truyen
thong nham en viec tac ong cu the vao tng ca nhan khach
hang nhng khong co s giao tiep oi mat nh trong trng
hp cua ban hang ca nhan. Hnh thc thng gap la gi th,
hien nay co the qua bu ien hay e-mail.
Quan he quan chung publicity and public relation: La
bat ky hnh thc thong tin nao ve cong ty c ang tai tren
cac phng tien truyen thong ai chung. Nh vay, quan he
quan chung co the tch cc hay tieu cc (do bao ch/ cong
luan nhn nhan ve cong ty). Tuy nhien cong ty thng co
nhng no lc e quan ly nhng loai thong tin nh vay. Cac
cong ty thng gi cho bao ch nhng thong tin c chuan
b san, nhng gii thieu ve san pham mi Quan he quan
chung v vay c nh ngha nh nh tap hp nhng cach
thc ma cong ty s dung e xay dng uy tn cua mnh oi vi
cong chung. Cong chung co the la khach hang, nhan vien,
cong oan, to chc chnh phu, cong ong xa hoi

Cac nha quan ly tiep th thng phoi hp s dung cac cong cu

tren mot cach linh ong. Vai tro cua moi cong cu va tam quan
trong cua chung tuy thuoc vao s anh gia cua moi nha quan ly.
Thong thng mot qui trnh chieu th trong tiep th cong nghiep
co 6 bc:
!
!
!
!
!
!

Thiet lap lien lac, hay quan he.

Tao s quan tam.
Thuyet phuc va lam cho a thch.
Xay dng e an cu the.
Ban hang.
Gi gn quan he sau khi ban.

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TH TRNG TO CHC

Tam quan trong

Rat quan trong, dung e truyen thong vi mot so lng ln

ngi tieu dung, nhan manh vai tro cua quang cao va khuyen
mai.
Quang cao.
Khuyen mai.
Ban hang trc tiep.
Gi th trc tiep
Tivi, radio, bao, tap ch, va billboard.
Trng bay, cuoc thi, t bm, hang mau.
Nham ti ngi tieu dung, thng mang tnh cam tnh
(emotional).
Mang tnh chieu th rat cao oi vi nhng hang hoa c ban
trong cac ca hang t phuc vu.
Thng chiem 5% doanh so.
Ban qua kenh trung gian.
Hiem.

Rat quan trong, dung e truyen thong vi cac khach hang

chuyen nghiep va nhng ca nhan co anh hng, nhan manh
vai tro cua ban hang trc tiep.
1. Ban hang trc tiep
2. Khuyen mai
3. Gi th trc tiep
4. Quang cao
Tap ch chuyen nganh, gi th trc tiep, nien giam nganh.
Catalogs, hoi ch thng mai, trien lam cong nghiep.
Nham ti ngi mua chuyen nghiep, mang tnh ly tnh
(rational).
Thng mang tnh bao ve hn la tnh chieu th.

Tnh ng dung cua cac cong cu

Phng tien quang cao

Phng tien chieu th
Noi dung quang cao va chieu th
ong goi
Ngan sach
No lc ban hang
Lien minh chien lc

1-2% doanh so.

Ban trc tiep.
Rat thng thay.

TIEP TH GIA CAC TO CHC

TH TRNG HANG TIEU DUNG

YEU TO

B2B MARKETING

BANG 8.1. TRONG TH TRNG TIEU DUNG VA TH TRNG TO CHC

CHNG

8.

CHIEN LC CHIEU TH

S khac biet gia chieu th trong th trng to chc va th trng

hang tieu dung c liet ke chi tiet trong bang so sanh. Nghien
cu ve vai tro cua tng cong cu chieu th trong hai th trng cho
thay tam quan trong cua cac cong cu khac nhau. Trong tieu dung,
quang cao ong vai tro quan trong nhat, sau o lan lt en
khuyen mai, ban hang trc tiep, va quan he quan chung. Ngc
lai, trong cong nghiep, ban hang trc tiep ong vai tro quan trong
nhat, sau o lan lt la khuyen mai, tiep th trc tiep, quang cao,
va quan he quan chung.
BAN HANG TRC TIEP

Trong phan ln cac trng hp, ban hang trc tiep c coi la mot
cong cu rat quan trong trong chng trnh tiep th cua cong ty.
Trong chng 6, khi xem xet cac hoat ong cua kenh phan phoi
chung ta nhan manh tam quan trong va tnh pho bien cua phan
phoi trc tiep. ieu nay noi len mc o s dung ban hang trc
tiep cua cac cong ty. Mat khac, ngay ca khi s dung phan phoi
gian tiep, th cac trung gian cung c la chon tren c s kha
nang ban hang (trc tiep).
Ban hang trc tiep ong vai tro quan trong trong tiep th cong
nghiep xuat phat t may ly do sau: (1) so lng khach hang t va
cong ty co the xac nh cu the ho la ai va au, (2) san pham va
dch vu cong nghiep thng phc tap va at tien, (3) khach hang
va nhng ca nhan co anh hng mua oi hoi phai co cau tra li
chnh xac va tc khac cho nhng cau hoi cua ho ve san pham va
dch vu.
QUI TRNH BAN HANG TRC TIEP

Khong co mot qui trnh ban hang chuan trong moi trng hp.
Tuy nhien cung co nhng cach tiep can chung. Mo hnh trang
sau cho chung ta mot cai nhn chung ve cach tiep can ban hang
trong th trng cong nghiep. ay la mot mo hnh ap dung cho
cuoc tiep xuc ban hang1 (sales call). Co ba phan chnh cua mo
hnh. Phan chuan b trc khi tiep xuc, oi hoi nhan vien ban
hang phai nam vng cac kien thc ve th trng, khach hang, san
pham, oi thu va san pham cua oi thuTren c s nay ngi

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TIEP TH GIA CAC TO CHC

HNH 8.1. QUI TRNH BAN HANG TRC TIEP TRONG CONG NGHIEP

Kien thc
can co

Th
trng

oi
thu

San
pham

Khach
hang

Xac nh muc tieu cua

cuoc ien thoai ban

Trc khi
tiep xuc

Hoach nh chien lc ban hang

Chuan b trnh bay ban hang

Thc hien trnh bay

Trong khi
tiep xuc

Vt qua cac kho khan va phan

bien cua khach hang

Ket thuc ban

Tiep tuc theo doi e khac phuc cac

van e phat sinh
Sau khi
tiep xuc
anh gia qui thng vu, rut kinh
nghiem cho ky sau

ban hang phai xac nh ro muc tieu ban hang, hoach nh cho
mnh mot chien lc ban hang va tiep can khach hang cu the, tiep
en can chuan b that ky lng cho noi dung va hnh thc cua
cuoc tiep xuc. Phan chnh yeu quyet nh thanh bai cua mot

CHNG

8.

CHIEN LC CHIEU TH

thng vu chnh la phan tiep can vi khach hang, hay trong

trng hp nay la thc hien cuoc vieng tham vi khach hang.
Phan nay yeu cau nhan vien ban hang phai nam vng ky nang va
ky thuat trnh bay. Noi dung cuoc trnh bay phai chuyen tai c
nhng thong tin can thiet a c chuan b bc 1. Tuy nhien
cung phai tien lieu cac phan ng cua khach hang e co phng
an giai quyet. Noi dung quan trong la sau khi cung cap thong tin
phai i en thuyet phuc khach hang mua san pham, hay la ky
thuat ket thuc ban hang. Rat nhieu nhan vien ban hang nam rat
vng cac ky thuat trnh bay va thuyet phuc nhng khong u quyet
oan can thiet trong ket thuc ban hang, a e mat nhng n hang
cam chac trong tay. Cam trong tay n hang cha phai a ket thuc
cong viec, bc cuoi cua qui trnh yeu cau nhan vien ban hang
thc hien cac hoat ong nghiep vu sau khi ban nh xem xet cac
hoat ong ban co i ung trnh t hay khong, nhng dch vu sau
khi ban, va anh gia rut kinh nghiem.
Trc khi tiep tiep can ban hang
!

Chuan b kien thc. e tr thanh mot nhan vien ban hang

chuyen nghiep va thanh cong trong cac thng vu, trc tien
nhan vien ban hang can c trang b ay u cac khoi kien
thc va ky nang co lien quan. Rat kho co the xac nh cu the
loai kien thc va ky nang nao mot nhan vien ban hang can co
v tnh a dang cua yeu cau. Thong thng, cac kien thc ve
khach hang, san pham, th trng, va oi thu canh tranh la
nhng kien thc nen tang can co. Co c cang nhieu thong
tin ve khach hang (cu the la oi tng sap tiep can) th c hoi
thanh cong cang ln. Cac thong tin o co the la qui trnh mua
hang cua khach hang, qui trnh ra quyet nh mua, cac ca
nhan co anh hng en quyet nh mua, ca tnh va htong tin
ca nhan cua nhng ca nhan co anh hng, cac ong c va
muc tieu chnh cua khach hang khi mua hang, cac san pham,
dch vu, cong nghe cua khach hang, cac khach hang cua
khach hang...Thong tin va kien thc ve san pham/ dch vu
ma mnh nh gii thieu cung la nhom kien thc het sc quan
trong can co. Mot loi rat thng gap oi vi nhan vien ban
hang la cho rang mnh a biet rat nhieu ve san pham/ dch vu
nhng thc ra cha biet ay u va chnh xac. Can nhan thc

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TIEP TH GIA CAC TO CHC

rat ro rang rang ngay nay cac cong ty khong ban san pham
ma ban cac gia tr hay giai phap ma san pham ch la hien than
vat chat cua cac gia tr. Cai quan trong khong phai la co ep
khach hang mua san pham ma la viec thuyet phuc va chng
minh rang bang viec tieu dung san pham/ dch vu khach
hang se nhan c mot gia tr hay giai phap cho van e ma
ho ang quan tam. Tuy nhien biet ve san pham/ dch vu cua
mnh cung cha u ma con phai biet ve cac san pham/ dch
vu cua oi thu canh tranh tren th trng, biet ro nhng iem
manh va iem yeu cua mnh so vi oi thu th mi co c hoi
chien thang. Ben canh nhng kien thc va thong tin trc tiep
phuc vu viec ban hang, nhan vien ban hang can luon quan
sat va hoc hoi e nang cao kien thc xa hoi cua mnh. V
nhan vien ban hang thanh cong se tr thanh nhng ngi ban
lau dai cua khach hang, luc o nhng kien thc xa hoi sau
rong se giup ho tr thanh nhng ngi ban ang tin cay va
hu ch.
e co c nhng loai thong tin va kien thc neu tren nhan vien
ban hang phai biet quan sat, lien tuc hoc hoi va xay dng mot c
s d lieu cho rieng mnh. Cac nguon thong tin thng c s
dung la: nguon thong tin chnh thc cua cong ty, t cac nhan vien
ban hang khac, t cac nha cung cap, t cac khach hang khac, t
cac hoi ch trien lam chuyen nganh, kinh nghiem t cac thng
vu trc o, qua ban be, ngi quen, tren cac bao ch, t cac hoi/
nghiep oan, qua cac bao cao chnh thc c cong bo cua khach
hang, hay viec mua thong tin t cac cong ty nghien cu th trng.
Hen gap. Sau khi a trang b ay u cac thong tin va kien thc
nhan vien ban hang se lien he e hen gap khach hang tiem nang.
Cong cu thng c s dung nhat la goi ien thoai. Can xac nh
ro ca nhan nao trong cong ty khach hang ma chung ta muon tiep
xuc. Cung can lu y en vai tro cua ngi gac ca (gatekeeper
nhng ngi se tra li ien thoai va ngan khong cho chung ta tiep
xuc vi nhng nhan vat quan trong ma chung ta can tiep xuc.
Hen gap e trnh bay ban hang oi khi rat n gian nhng lam khi
rat kho khan. ieu nay phu thuoc vao nhieu yeu to nhng quan

CHNG

8.

CHIEN LC CHIEU TH

BANG 8.2. CAC IEM CANLU Y KHI GOI IEN THOAI

CAN LAM

KHONG NEN LAM

Chuan b that chu ao noi dung va muc tieu cuoc

goi. oi vi nhng nhan vien ban hang cha co
kinh nghiem can hoc thuoc va thc tap noi chuyen
trc khi goi. ieu nay lam chung ta t tin hn
Luon co giay but tren tay e ghi lai nhng noi
dung trao oi vi khach hang
Chon mot ni yen tnh e goi ien thoai e co the
nghe c ay u noi dung ma khach hang trao
oi.
Thai o can lch s, nhiet tnh. Can chao hoi va t
gii thieu that ro rang. Goi ten khach hang moi khi
co the
Can tap ky nang lang nghe khach hang
Can hen thi gian that cu the va nhac lai thi iem
t nhat mot lan. Neu thi iem hen qua xath trc
khi en hen can goi ien e xac nhan lai
Nh cam n khach hang va ch cup may sau khi
khach hang cup may

Goi ien vao nhng thi iem te nh nh

gi ngh tra, qua khuya, hay sang sm

Ghi thong tin vao nhng t giay nhap va

sau o khong the biet mnh a ghi au
ng co nai ep, khach hang cng quyet t
choi th nen cam n va hen nhng dp
khac khi khach hang tien.
Thieu le o, xng ho coc loc.
Ci ln tieng.
Noi dai dong va lac e
Hen khong cu the nh: sang ngay mai, ma
cu the 9h30 sang th hai tai VP cua khach
hang so 43 Ben Chng Dng, Quan 1
Cup manh may trc khi khach hang cup
may, hay khi khach hang cha dt cau.

trong nhat chnh la mc o hieu biet, quan tam en san pham/

dch vu, va ten cua cong ty chung ta, cung nh mc o san sang
mua cua khach hang. Can thay ro rang khach hang to chc cung
nh ngi tieu dung eu trai qua 5 bc trong qua trnh ra quyet
nh mua la: nhan thc nhu cau, tm kiem thong tin, anh gia cac
phng an, quyet nh mua, va hanh vi sau mua. Ma thong thng
th ban hang ca nhan la cong cu tiep th phu hp cho giai oan
anh gia phng an va quyet nh mua. ieu nay co ngha la viec
goi ien thoai hay hen gap ch at hieu qua khi nha tiep th a a
khach hang tiem nang en ung giai oan san sang e hen gap.
Hay mng tng mot trat t tiep th, trong o khach hang tiem
nang se xem cac quang cao cua cong ty chung ta tren cac tap ch
chuyen nganh, sau o ho se tham quan cac gian hang cua chung
ta tai hoi ch trien lam . Ve en van phong ho lai nhan c mot
tai lieu gii thieu that chi tiet ve san pham va dch vu ma ho quan
tam khi i hoi ch. Va mot hai ngay sau nhan vien ban hang se goi
ien e hen gap gii thieu ve san pham. Co the thay ro rang cac
cong cu tiep th gan bo chat che va bo xung cho nhau. Hay noi
n gian nhan vien ban hang co tai gioi en au cung kho ban
c hang neu khong co s phoi hp ong bo vi cac cong cu

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B2B MARKETING

TIEP TH GIA CAC TO CHC

khac.
Can nh ro la muc tieu cua viec goi ien thoai trong giai oan nay
la hen gap mat. Tuyet oi khong nen co gang ban hang qua ien
thoai.
Ben canh viec goi ien thoai e hen gap co the s dung cac cong
cu khac nh gi th, fax, hay e-mail. Neu dung cac cong cu nay
can chu y hnh thc trnh bay, dien at, cau van.
Chuan b tiep xuc khach hang. ay la cong viec rat can thiet
oi hoi s au t nghiem tuc va t m en tng chi tiet. Nhan vien
ban hang chuyen nghiep can chuan b t noi dung en hnh thc
cho buoi tiep xuc khach hang, thng goi la trnh bay ban hang
(saless presentation).
!

Noi dung. Can chuan b that ky noi dung quan trong se trnh
bay vi khach hang. Can chu y neu bat cac gia tr oc ao ma
giai phap cua chung ta co the em lai cho khach hang. Ben
canh o cung liet ke nhng loai cau hoi, hay chong oi, phan
bien ma khach hang co the at ra va tm ra cac giai phap
thch hp nhat e x ly. Chu y en yeu to thi gian v mot
cuoc gap luon b gii han ve thi gian, chung ta ch co the
tap trung vao nhng iem chnh yeu ma co the gi len s
quan tam cua khach hang. Neu trnh bay bang en chieu hay
may chieu th can chuan b rat ky lng cac slides. Mot slides
khong nen co qua nhieu ch va ch qua nho. Nen ket hp
hnh anh va am thanh (neu c) e lam cho bai trnh trnh
hap dan va thu hut ngi nghe.
Phng tien trnh bay. Mot buoi trnh bay ban hang co the
rat n gian la noi chuyen trao oi gia hai ben nhng cung
co the la mot buoi trnh bay co hnh anh va may moc minh
hoa. Hien nay cac cong cu nghe nhn nh may tnh xach tay,
en chieu (overhead), may chieu (multi-dedia projector) ong
vai tro rat tch cc trong hieu qua trnh bay. Tuy nhien s
dung cac cong cu oi hoi nhan vien ban hang phai co ca ky
nang c ban ve van hanh may tnh, soan thao cac slides.
Khong nen qua le thuoc vao may moc, can co ke hoach cho
cac tnh huong ngoai d kien nh mat ien hay may bat ng

CHNG

8.

CHIEN LC CHIEU TH

b truc trac ky thuat.

Cac cong cu ho tr. Can chu y en cac chi tiet nho nh
chuan b name card, cac catalogs, brochures (t ri), cac hnh
anh, cac mo hnh mo phong, so tay ghi chep, but, may tnh
(calulator), ban thao hp ong va cac ieu khoan cua no, ban
tom tat noi dung trnh bay (neu can). Can chuan b that chi tiet
va gon gang v nhng chi tiet nho nhat thng the hien tnh
chuyen nghiep
Luyen tap. Ngay ca oi vi nhng nhan vien ban hang chuyen
nghiep a co rat nhieu kinh nghiem cung can luyen tap trc
cho buoi trnh bay ban hang. oi vi cac nhan vien cha co
kinh nghiem can viet trc noi dung trnh bay ra giay, thc
tap va hoc thuoc. Chu y en toc o noi va thi gian, v se co
s khac biet khi luyen tap va khi trnh bay that.
Xac nh a iem. Neu cha that biet ro v tr cua khach
hang (ch biet qua a ch) th can i tm trc e xac nh ro
rang tranh trng hp thi iem hen a en ma khong tm
c a ch.
Trang phuc. Trang phuc phu hp giup chung ta t tin va
xay dng niem tin ban au cua khach hang. Nen tranh an mat
qua sac s, pho trng, hay qua cau tha. Khong nen s dung
cac loai nc hoa co mui qua manh, nong. Khong nen s
dung trang sc qua at tien khong phu hp vi hoan canh de
gay nhng phan ng tam ly t pha khach hang.

Tiep can. Sau tat ca nhng g a chuan b va au t, chung ta i

en bc quan trong nhat: trnh bay ban hang. Can nh ro rang
chung ta ang ai dien cho mot to chc (cong ty cua chung ta)
en tiep xuc vi mot to chc khac. Can gi ung t the va v tr
cua mnh: t tin va ung mc. Cung can nhan thc ro rang muc
tieu dai han cua chung ta la thoa man khach hang bang viec cung
cap cac gia tr tot nhat cho ho, ban hang ch la hnh thc cua muc
tieu ma thoi, no khong phai la iem dng cuoi cung. Bi chung ta
tin tng rang bang viec thoa man khach hang, chung ta se xay
dng quan he dai han va chat che vi ho, t ay muc tieu cua ca
hai ben se cung c ap ng.
!

Tao thien cam ban au. Thanh cong cua mot thng vu oi
khi c quyet nh t nhng giay au tien. Co c thien

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TIEP TH GIA CAC TO CHC

cam ban au chung ta se de dang hn trong cac bc tiep

theo.
ung gi. Can en ung gi a hen, tot nhat nen en sm 35 phut. Tuyet oi khong nen en qua sm hay en qua tre
gay bat tien cho khach hang. Khong nen hen nhieu khach
hang cac thi iem sat nhau de dan en viec khong kiem
soat c thi gian.
Trang phuc tac phong. Nh a trnh bay phan tren,
trang phuc la yeu to quan trong tao thien cam ban au. Tac
phong the hien cach i ng, khuon mat, anh mat, dang
ieu. Khong nen ngo ngheng, chay, le dep, s mo vao cac o
vat cua khach hang. Tac phong con the hien nhng o vat
ta mang theo va cach sap xep chung.
Chao hoi, xng ho. Thanh ng Viet nam ta co cau Tieng
chao cao hn mam co e the hien tnh quan trong cua cac
nghi thc xa giao. Can chao hoi ro rang va lch s, xac nh ro
cach xng ho vi khach hang. Cach xng ho cua ngi Viet
rat phc tap va tinh te nen can het sc chu y. Xng ho ung
mc phai the hien c s ton trong vi khach hang va v tr
cua chung ta.
Li noi au. Trc khi i vao van e chnh co the tao ra
khong kh nhe nhang bang cach trao oi nhng van e ang
cung quan tam vi khach hang. Cac iem chung co rat nhieu,
v du: bong a, thi tiet, chnh tr, con cai, ban be cung
hoc...Cung co the bat au bang viec khen bc tranh treo
tng cua khach hang. Tuy nhien khong nen dai dong, lac
e, va i vao nhng van e te nh hay nhay cam cua khach
hang, v du hoi tuoi, tnh trang hon nhan cua khach hang...

Trnh bay ban hang. ay la luc chung ta phai van dung tat ca cac ky
nang va kien thc a chuan b e thuyet phuc va tao s ong cam ni
khach hang. Nhng van e a neu phan chuan b se rat can thiet
cho phan nay.
!

Noi dung. iem quan trong chnh van la noi dung cua mot
bai trnh bay, noi dung tuy thuoc vao hoan canh, loai san
pham/ dch vu, thong tin ma khach hang a co. Tuy nhien
mot bai trnh bay tot la mot bai trnh bay co bo cuc ro rang, co
nhng iem chnh c nhan, va ket thuc trc khi khach

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8.

CHIEN LC CHIEU TH

hang chan ngan (ung luc).

Tom tat cac y chnh. Trc khi ket thuc trnh bay can tom
tat cac y chnh cho khach hang de nam bat.
Giong noi va ngon ng. Can co s luyen tap ve giong noi
cho ro rang va mach lac, tranh s dung cac phng ng gay
kho hieu oi vi khach hang. Mot giong noi hay la mot giong
noi co am ieu, co lc, khong nen noi eu eu gay nham
chan cho khach hang. Toc o noi khong nen qua nhanh hay
qua cham, can ieu chnh linh hoat. Co nhng oan co the
noi nhanh (khong quan trong), co nhng oan noi that cham,
nhan nha e loi keo s chu y, co nhng iem dng lai mot
chut e khach hang kp cam nhan. Mot loi thng gap la noi
cham (hoac nhanh) luc au va noi nhanh (hoac cham) vao
oan sau v khong kiem soat c thi gian. Khong nen s
dung cac ngon ng bnh dan lam mat tnh trang trong cua bai
trnh bay, nhng cung khong nen s dung ai ngon hay ngon
ng qua bong bay, khach sao lam cho quan he khong gan bo.
Can het sc linh hoat trong viec van dung t ng e at hieu
qua cao nhat. Viec van dung ngon ng phu thuoc rat nhieu
vao tnh chat ca nhan cua nhan vien ban hang va khach hang.
Anh mat. Ben canh ngon ng li noi, ngon ng thong qua
anh mat la mot vu kh rat quan trong, khi noi nen nhn vao c
toa, tranh thu s tan ong bang mat cua ho. Cung dung mat
e nhan dien nhng phan ng chong oi cua ho e co giai
phap ieu chnh hch hp.
Cac c ch. Viec s dung cac c ch cua tay, au, khuon mat,
bc i cung can c ket hp e tao hieu qua cao nhat cho
bai trnh bay.
Cau hoi va tra li. Mot bai trnh bay hieu qua la mot bai trnh
bay xoay quanh cac noi dung chnh va co nhieu thi gian cho
khach hang at cau hoi. Phan nay co the xen ke trong noi
dung trnh bay, ngha la va trnh bay va tra li cac cau hoi,
hay a ra cuoi ngha la trnh bay xong mi yeu cau khach
hang at cau hoi va tra li. at cau hoi trong qua trnh trnh
bay se lam cho bai trnh bay tr nen ro rang va hoan thien
hn nhng co the lam cho chung ta b vng vao qua nhieu
cac chi tiet va khong ve c en ch khi gap phai cac cau

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TIEP TH GIA CAC TO CHC

hoi qua lan man va ra ngoai van e chnh. Thong thng,

ngi ta chon viec tra li cac cau hoi nho mang tnh lam ro
cac chi tiet trong qua trnh trnh bay va tra li cac cau hoi
ln mang tnh quyet nh sau khi a ket thuc trnh bay.
X ly chong oi cua khach hang. Co 5 bc thng dung
trong cac ky thuat x ly chong oi: (1) lang nghe khach hang,
(2) thong cam vi khach hang, (3) lam ro van e, (4) tra li
cac thac mac cua khach hang, (5) bien cac tr ngai thanh u
the ban hang.

Ket thuc ban hang. Sau khi a trnh bay va ap ng cac cau hoi
cua khach hang can thc hien ky thuat ket thuc ban hang. Can tom
tat lai that chnh xac cac yeu cau cua khach hang, co the a ra
cac chi tiet cua ban d thao hp ong a chuan b san, yeu cau
khach hang cho y kien va ieu chnh. can xac nhan that cu the
nhng hanh ong se lam e a en mot n at hang hay mot
hp ong. Neu thieu bc nay mot bai trnh bay hay cung se tr
nen vo ngha.
Sau khi trnh bay

Can het sc theo doi cac bc cuoi cua qui trnh. Can thc hien
cac cam ket vi khach hang nh soan thao hp ong. Viec nay
can lam nhanh va chu ao. Sau khi a ky hp ong can quan sat
viec thc hien hp ong va thanh toan cua ca hai ben cho nhp
nhanh va hieu qua. Tiep tuc phuc vu khach hang, thc hien ay
u cac cam ket oi vi ho. Can am bao cac dch vu hau mai that
tot. Mot khach hang c phuc vu chu ao se la mot khach hang
trung thanh va la minh chng hung hon ve chat lng oi vi
nhng khach hang tiem nang khac cua chung ta. Can nhan thc
nghiem tuc rang viec duy tr mot khach hang se de dang va re hn
nhieu so vi viec thu hut khach hang mi.
Sau moi mot thng vu, nhan vien ban hang can cap nhat cac
thong tin ve khach hang ma mnh thu thap va quan sat c trong
qua trnh lam viec vao c s d lieu cua ca nhan hay cong ty, ieu
nay rat hu ch cho cac thng vu trong tng lai. ng t phu
vao tr nh cua mnh ma khong chu ghi chep lai v oi khi ch can
quen mot chi tiet nho ta se phai tra mot gia rat at.

CHNG

8.

CHIEN LC CHIEU TH

PHAN LOAI NHAN VIEN BAN HANG TRC TIEP TRONG TH TRNG GIA CAC TO
CHC

Nhan vien ban hang trong th trng to chc thng la nhng

ngi c trang b nhng kien thc ky thuat vi trach nhiem ban
san pham va dch vu cho cac khach hang to chc. Tuy nhien co
rat nhieu loai hnh nhan vien ban hang trc tiep va cung co rat
nhieu cach tiep can dung e phan loai Co nhng loai nhan vien
ban hang chuyen ban cho khach hang cuoi cung, nhng cung co
nhng ngi chuyen ban cho kenh trung gian, lai co nhng ngi
khach ch phu trach nhng khach hang chnh phu. Phan nay trnh
bay mot cach tiep can khac trong phan loai nhan vien ban hang.
!

Ky s ban hang2 . Nhng ngi nay thng co bang cap ve

ky thuat, hay c huan luyen va trang b rat tot ve kien thc
ky thuat. ho thng gi trach nhiem lien lac vi nhng cac
nhan co anh hng mua co kien thc ve ky thuat, chang han
nh nhng ai dien mua hang, cac ky s, cac quan occua
cong ty khach hang. Ho thng ban nhng san pham co ac
tnh ky thuat cao, phc tap.
Nhng chuyen vien ban hang3 . Nhng ngi nay thng
co bang cap ve ky thuat, tuy nhien oi tng ma ho tiep xuc
trong cong ty khach hang thng la nhng nhan vat cao cap,
chang han nh nhng giam oc tiep th, giam oc he thong
thong tin, giam oc phu trach thu mua, giam oc nhan s. Ho
thng ban nhng san pham nh cac chng trnh phan mem,
dch vu t van, chng trnh bao hiem, chng trnh quang
caoDe nhan thay rang ay la loai san pham khong trc tiep
cau thanh nen san pham cua khach hang tuy nhien no can
thiet e duy tr hoat ong cua khach hang.
Ngi ban hang cung cap4 . Nhng ngi nay thng khong
co bang cap ve ky thuat, ho thng ban nhng san pham
tng oi chuan hoa, v du: cac bo phan cau thanh, nguyen
vat lieu tho, nguyen vat lieu a qua che bien. Ho thng lien
lac vi nhng ai dien mua hang cua cong ty khach hang.
Ngi ban hang chi tiet5 . La nhng ngi ban hang cho
nhng ngi khong thc s mua san pham. Chang han mot
nhan vien ban sach co gang thuyet phuc cac giao s s dung
sach cua ho trong lp hoc. Neu giao s ong y, ho se lien lac

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TIEP TH GIA CAC TO CHC

vi ca hang sach trong trng e bay ban sach cho sinh

vien. Hnh thc nay rat pho bien trong nganh dc pham.
Cac trnh dc vien co gang thuyet phuc cac bac s hay benh
vien s dung thuoc cua ho trong ieu tr benh cho khach
hang.
Nhng ngi ban hang ben trong cong ty6 . Nhng ngi
nay khac 4 hnh thc tren. Ca bon loai tren c goi la nhng
nhan vien ban hang ngoai hien trng hay khu vc (field
salesperon). Ngi ban hang loai nay s dung ien thoai hay
cac phng tien truyen thong ien t (e-mail) e lien lac vi
khach hang. Hnh thc nay thng c s dung mot cach
hieu qua trong trng hp moi quan he gia khach hang va
cong ty rat chat che, hnh thc mua thng la hnh thc mua
lai trc tiep. Thng cach nay khong dung e tm kiem nhng
khach hang mi, bi v cac khach hang to chc se khong mua
nhng san pham ma ho khong biet, t nhng nha cung cap la
qua ien thoai. Hnh thc nay khong thay the ma ch c s
dung bo xung cho hnh thc ban hang tai hien trng hay khu
vc. Tuy nhien khong nen nhn nhan vai tro cua nhng ngi
ban loai nay mot cach b ong. Ho khong ch ngoi ch ien
thoai, ma trong cac cong ty ho c phan theo khu vc va
chu trach nhiem nhiem lien he vi khach hang trong khu vc
o. Chi ph cho hnh thc ban hang nay thap hn nhieu so vi
ban hang tai hien trng.
Nhng ai s7 . Nhng ngi nay thng gan bo chat che
vi khach hang hay thanh vien kenh phan phoi dui hnh
thc t van hn la ban hang trc tiep. Nhng ngi nay
thng giup khach hang giai quyet nhng van e ky thuat,
huan luyen nhan vien cua nha phan phoi hay cua khach
hang. Mot cach c ban, ho khong trc tiep ban hang ma ch
ho tr ban hang. Ho thng rat co kien thc ky thuat e co
the lam viec, t van tot cho khach hang.

Nh tren a trnh bay, co nhieu loai nhan vien ban hang, khong ai
giong ai. Tuy nhien co the tom tat chc nang cua mot nhan vien
ban hang nh sau:
Phan tch khu vc ban hang cua mnh, biet ro ve nhng khach

CHNG

8.

CHIEN LC CHIEU TH

hang hien tai va nhng khach hang tiem nang, nhan thc c
nhng ca nhan co anh hng mua chnh trong moi cong ty khach
hang, phai nhan thc c nhu cau cua khach hang, tm cach vt
qua moi tr ngai e ap ng nhu cau cua khach hang mot cach tot
nhat.
KHUYNH HNG MI TRONG BAN HANG TRC TIEP

Gan ay tren th trng co nhieu loai khuynh hng mi ve ban

hang trc tiep. Tuy nhien noi len tren la may khuynh hng co
tnh chu ao sau: (1) Hnh thc ban hang theo oi tr nen ngay
cang pho bien, (2) Cac cong ty ngay cang tang cng s dung
hnh thc nhan vien ban hang ben trong cong ty, (3) Tang mc o
s dung cac cong cu tiep th t xa telemarketing, (4) Ngay cang
co nhieu phu n tham gia vao cong viec ban hang trc tiep, (5)
Cac cong ty tang cng s dung hnh thc quan ly theo khach
hang ln cap quoc gia national accounts, (5) Tnh chuyen mon
hoa cua oi ngu ban hang trc tiep ngay cang gia tang. Chung ta
se lan lt xem xet va phan tch cac khuynh hng nay.
!

Ban hang theo oi sales teams. Hnh thc nay thung

c s dung khi khach hang s dung hnh thc hoi ong
mua (buying committee). oi la mot nhom co nhieu hn 1
thanh vien thc hien chc nang ban va lam dch vu khach
hang. Mot nhan vien ban hang thong thng khong the co u
cac kien thc can thiet e tra li tat ca cac lnh vc ma khach
hang quan tam. ay chnh la ly do hnh thanh oi ban hang.
Cac thanh vien trong oi cung hp tac giai quyet cac van e
cua khach hang tren moi lnh vc. Moi ngi trong oi se phu
trach mot hay vai lnh vc nh ky thuat, san xuat, tai chnh,
dch vu
Nang cao vai tro cua nhan vien ban hang ben trong cong
ty. Hnh thc nay ngay cang c s dung rong rai, vai tro va
chc nang cua no c m rong hn. No khong ch con ong
vai tro theo doi cac thng vu, ma con ong vai tro tm kiem
khach hang tiem nang, anh gia nhng khach hang nay, giai
quyet nhng thac mac, khieu nai cua khach hangNguyen
nhan chu yeu cua khuynh hng nay xuat phat t van e chi
ph. Chi ph cho nhan vien ban hang ngoai hien trng ngay

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TIEP TH GIA CAC TO CHC

cang tang cao, cac cong ty phai co gang tm cach tiet kiem
chi ph. Ben canh o nhng nhan vien ban hang trong cong
ty de kiem soat hn nhieu so vi nhng nhan vien ban hang
ngoai hien trng.
Tiep th t xa telemarketing. c nh ngha la mot he
thong truyen thong tiep th s dung cac cong nghe lien lac
vien thong (telecommunication) e thc hien cac hoat ong
tiep th nham ti cac khach hang muc tieu. Muc tieu chnh
cua telemarketing la e ho tr ban hang, no bo xung ch
khong thay the cho nhan vien ban hang trc tiep. ay la mot
hnh thc mi cua nhan vien ban hang qua ien thoai. Thay
v dung ien thoai cac nhan vien ban hang co the gi e-mail
hay lien he vi khach hang qua mang truyen thong ien t.
Tuy nhien tiep th t xa khong co ngha la gi mot bc th
en hang tram, hang ngan a ch e-mail cua khach hang.
Tiep th t xa mang tnh ca nhan, ngha la noi dung thong
iep c soan cho tng ca nhan khach hang.
Phu n vi ban hang trc tiep. Ngay cang nhieu phu n
en vi cong viec ban hang trc tiep. Trc ay cong viec
nay thng la lnh vc cua nam gii. Ngay nay van e bnh
ang nam n, phong trao giai phong phu nu a gop phan
nang cao vai tro phu n trong nhieu lnh vc. Xu hng cho
thay rat nhieu phu n thanh cong trong lnh vc ban hang
trc tiep.
Khach hang ln cap quoc gia national accounts. Cac
cong ty ngay cang tap trung nhieu no lc vao cac khach hang
ln, hay goi la nhng khach hang quoc gia. Rat nhieu lien
minh chien lc va quan he hp tac lau dai a c hnh
thanh gia cac cong ty vi khach hang. Thong thng cac
cong ty co 3 cach tiep can trong quan ly oi vi cac khach
hang quoc gia. Th nhat, cac cong ty nho thng ch nh
mot nha quan ly cap cao cua mnh cham lo cho khach hang
quoc gia. ieu nay se lam tang toc o va chat lng trong
giai quyet nhng nhu cau phat sinh cua khach hang. Th hai,
mot chuyen gia ban hang c ch nh phu trach khach hang
quoc gia. Cac nhan vien ban hang khac se khong ban hang
cho khach hang nay. Th ba, cac cong ty to chc han mot bo

CHNG

8.

CHIEN LC CHIEU TH

phan chuyen phuc vu mot khach hang quoc gia ln.

Tnh chuyen mon hoa cua oi ngu ban hang trc tiep.
Cong viec ban hang ngay cang tr nen phc tap do canh
tranh ngay cang khoc liet va khach hang ngay cang tr nen
kho tnh. Chuyen mon hoa oi ngu ban hang thc ra a c
tien hang t lau. Trc ay cac cong ty a thc hien chuyen
mon hoa theo: (1) loai khach hang, (2) loai san pham, (3) khu
vc a ly, (4) mot so ket hp cua cac hnh thc tren. Tuy
nhien tren thc te, cac cong ty n gian la phan bo nhan vien
ban hang cua mnh theo khu vc, va trong khu vc o ngi
nhan vien se ban tat ca cac san pham cua cong ty. Hien nay,
cac cong ty a tien hanh nhieu hnh thc chuyen mon hoa
khac. Chang han tien hanh chuyen mon hoa theo chc nang
hay cong oan. Trong mot so cong ty, nhan vien ban hang
chia thanh hai nhom. Mot nhom chuyen tm kiem cac khach
hang mi, tap trung ban cho ho. Khi a ban c cho nhng
khach hang nay, ho lien giao lai nhiem vu theo doi va phuc
vu khach hang cho oi th hai chuyen theo doi va phuc vu
khach hang. oi th nhat se lai tiep tuc cong viec tm kiem
cac khach hang mi, con oi th hai co the gom nhng nhan
vien ban hang ben trong, chuyen goi ien thoai e theo doi
va phuc vu khach hang. Hnh thc khac la nhng nhan vien
ban hang thng tru trong cong ty cua khach hang. Ho lam
viec nha may cua khach hang e t van, hng dan cho
khach hang. Thong thng hnh thc nay c s dung trong
th trng cong nghe cao, s ho tr ve ky thuat va cong nghe
la rat quan trong oi vi khach hang. Ngoai cac hnh thc
chuyen mon hoa nh tren con co cac hnh thc chuyen mon
hoa khac. Chang han co cong ty chia khach hang ra thanh hai
loai: khach hang bnh thng va khach hang co quan he lau
dai, va t c s o ho chuyen mon hoa nhan vien ban hang
cua mnh. Cong ty khac lai chuyen mon hoa oi ngu ban
hang tren c s phan khuc th trng. Trong cung mot khu
vc a ly, co nhng nhan vien chuyen ban cho khach hang
la benh vien, co ngi lai chuyen ban cho trng hoc. ieu
nay xay ra khi thc te mua hang, qui trnh mua, va cac ca
nhan co anh hng mua rat khac nhau oi vi tng loai khach

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TIEP TH GIA CAC TO CHC

hang.
CHI PH TRONG BAN HANG TRC TIEP

Ban hang trc tiep la cong cu chieu th hu hieu nhat trong tiep
th gia cac to chc, nhng oi lai chi ph cho ban hang trc tiep
rat cao. Cong ty can lng hoa cac loai chi ph nay mot cach cu
the e co the quan ly va kiem soat hieu qua. Thong thng chi
ph cho ban hang trc tiep bao gom cac loai chi ph sau: chi ph
tiep xuc8 , tham vieng khach hang, chi ph la chon va tuyen dung
nhan vien ban hang9 , chi ph chuyen oi cong viec cua nhan vien
ban hang10 .
!

Chi ph tiep xuc. ay la loai chi ph ln nhat oi vi cac

cong ty. Moi lan en gap g va trnh bay ban hang cac nhan
vien ban hang chi tieu kha nhieu tien. Va e thc hien thanh
cong thng vu khong the ch en tham khach hang mot lan.
Chi ph la chon va tuyen dung nhan vien ban hang. Cac
cong ty co hai la chon. Mot la tuyen dung nhng nhan vien
ban hang co kinh nghiem lau nam th chi ph la chon va
tuyen dung se thap, hieu qua ban hang se tang cao ngay,
nhng ngc lai chi ph lng se cao. Mot giai phap khac la
tuyen dung nhng nhan vien cha co kinh nghiem th chi ph
cho ao tao se cao, nhng lng khi iem se thap hn
nhieu.
Chi ph chuyen oi cong viec. Nhng thay oi trong oi
ngu ban hang luon tao ra chi ph cho cong ty. Cac nhan vien
ngh viec (t ong hay b xa thai), c chuyen sang cong
viec mi, hay nhng nhan vien ngh hu, chet.

QUAN TR LC LNG BAN HANG11

S dung nhan vien ban hang mot cach co hieu qua oi hoi cong
tac quan tr lc lng ban hang phai hieu qua. Ngi phu trach
cong viec nay thung la giam oc ban hang12 . Quan tr ban hang
thong thng bao gom 3 nhom hoat ong chnh: (1) xay dng muc
tieu, chien lc, ke hoach cho ban hang trc tiep, (2) thc hien
nhng ke hoach, chien lc nay e at c nhng muc tieu e
ra, (3) anh gia nhng muc tieu, viec thc hien, va nhng ieu

CHNG

8.

CHIEN LC CHIEU TH

chnh can thiet.

Trong moi nhom hoat ong ke tren co rat nhieu cac cong tac chi
tiet. e tai quan tr ban hang c trnh bay va phan tch chi tiet
trong rat nhieu tai lieu ve ban hang, trong tai lieu nay ch trnh bay
ba noi dung kha c ban cua quan tr ban hang la: (1) la chon
nhan vien ban hang, (2) quan ly thi gian cua nhan vien ban hang,
(3) tra lng cho nhan vien ban hang.
LA CHON NHAN VIEN BAN HANG TRC TIEP

Chon c nhng nhan vien ban hang thanh cong qua thc la mot
van e nan giai oi vi nhieu nha quan ly. Mot nhan vien ban
hang la mot nha chuyen nghiep co kha nang ve ky thuat va ban
hang, ngoai ra con phai co nhng pham chat ca nhan phu hp vi
nghe nghiep na. Rat kho e tm c nhng ngi nh vay. au
la nhng pham chat ma mot ngi ban hang cong nghiep can co?
Mot nghien cu c tien hanh e hoi y kien nhng nha lanh ao
ban hang cao cap cua cac cong ty ve van e nay. Ket qua nhng
ngi c hoi cho rang co chn pham chat quan trong quyet nh
s thanh cong cua mot nhan vien ban hang cong nghiep: (1) Nhiet
tnh, (2) Co kha nang to chc cong viec tot, (3) Co tham vong, (4)
Co sc thuyet phuc cao, (5) Co kinh nghiem ve ban hang, (6) Co
ky nang dien at tot, (7) c anh gia cao trong th gii thieu13 ,
(8) San sang tuan theo nhng hng dan, (9) Co tnh cong ong,
hoa nhap tot vi moi trng.
Ben canh o nghien cu cung ch ra nhng ly do that bai cua
nhng nhan vien ban hang: (1) Khong biet lang nghe, (2) Khong
biet tap trung vao nhng iem chnh, (3) Thieu no lc can thiet
trong cong viec, (4) Khong co kha nang nhan biet nhu cau cua
khach hang, (5) Thieu chuan b va hoach nh cho cac buoi trnh
bay ban hang, (6) Thieu cac kien thc oi vi san pham va dch
vu.
QUAN LY THI GIAN CUA NHAN VIEN BAN HANG TRC TIEP

Nghien cu cho thay phan ln nhan vien ban hang khong s dung
thi gian cua mnh mot cach hieu qua. Mot nghien cu cua McGraw-

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Hill ch ra rang trung bnh mot nhan vien ban hang ch s dung
25% thi gian cua mnh cho cong viec ban hang, con lai la cho cac
cong viec khac, trong o hn 25% cho di chuyen va ch i.
Trong khi o chi ph cho ban hang trc tiep ngay cang tang cao.
Van e at ra cho cac nha quan ly la phai tang hieu qua cong viec
cua nhan vien ban hang bang cach nang cao hieu suat s dung
thi gian cua ho. Co hai viec can lam. Th nhat can cho nhan vien
ban hang nhan thc c thiet hai cua ho khi s dung thi gian
khong hp ly. Co the lam viec nay thong qua cac phan tch/ so
sanh ve thu nhap va thi gian ban hang can thiet. Th hai, can
hng dan va huan luyen nhan vien ban hang cach thc quan ly
thi gian cua ho mot cach hieu qua. Tap ch Industrial Marketing
e ngh mot so viec sau ay e tang hieu qua s dung thi gian.
!

Thu xep trc cac cuoc hen bang ien thoai. Can ung gi
khi a hen.
Xac nh thi gian thuan tien e cua khach hang va en vao
thi iem o.
Thiet lap ke hoach cho cac cuoc vieng tham khach hang, lap
lo trnh mot cach co he thong tranh ngau hng.
To chc cac cuoc tham vieng e toi a hoa c so lng
tham vieng khach hang, va toi thieu hoa quang ng di
chuyen.
Biet ro can gap ai trong cong ty khach hang, va chuan b san
nhng van e cu the trong moi lan tiep xuc, tranh nhng lan
tham vieng khong co noi dung cu the.
Co gang thu thap cang nhieu thong tin cang tot t cac nhan
vien tiep tan trong khoang thi gian ch.
Loai bo nhng khach hang khong quan trong nhng oi hoi
phai ton qua nhieu thi gian i lai, tien bac, va cong sc.

TRA LNG CHO NHAN VIEN BAN HANG TRC TIEP

Lng ong vai tro quan trong trong viec khuyen khch hoat ong
cua nhan vien ban hang. Cho la hnh thc tra lng phu hp la
mot van e can xem xet tren nhieu kha canh. Mot chng trnh
lng hieu qua phai anh gia c nhan vien ban hang tren tat ca
cac hoat ong cua nhan vien o ma cong yeu yeu cau thc hien.

CHNG

8.

CHIEN LC CHIEU TH

Co 3 hnh thc tra lng: (1) lng cong vi thng ca nhan, (2)
lng cong vi hoa hong14 , (3) Ch co lng hang thang
Xem hnh 8.3

QUANG CAO
Phan tren a trnh bay chi tiet cac noi dung quan trong lien quan
en ban hang trc tiep. Tam quan trong mang tnh chi phoi cua
ban hang trc tiep trong th trng to chc la khong the phu nhan.
Quang cao, khuyen mai, va quang he cong ong tuy khong ong
phan quan trong nh trong tiep th tieu dung nhng cung la nhng
bo phan khong the thieu. Chung ong vai tro ho tr cho ban hang
trc tiep, tang tnh hieu qua cua cong cu nay.
Quang cao la quang cao du trong th trng tieu dung hay th
trng to chc. No la mot cong cu truyen thong, nh cac cong cu
truyen thong khac, c s dung nham tiep can va gay anh hng
en cong chung muc tieu vi thong iep cua no. Muc tieu chung
cua quang cao la tao ra mot s thay oi trong khach hang/ cong
chung muc tieu. S thay oi nay co the la thay oi trong nhan
thc, mc o hieu biet, tnh cam, hay bat c g khac. Tuy nhien
muc tieu cua quang cao con co the la duy tr mc o nhan thc
hay hieu biet (ve san pham/ ve cong ty).
Tnh chat cua quang cao la truyen thong ai chung mot cach gian
tiep15 . No oi lap vi ban hang trc tiep mot hnh thc truyen
thong trc tiep mang tnh ca nhan16 . Hai cong cu nay oi lap
nhng mang tnh bo xung cho nhau rat cao. Chi ph cho quang cao
cong nghiep thng thap hn nhieu so vi chi ph cho ban hang
trc tiep. No thc hien viec cung cap nhng thong tin ban au,
xay dng hnh anh va an tng au tien cho khach hang, nhng
no khong u manh e khach hang ra quyet nh, can phai co ban
hang trc tiep. Tuy nhien neu cha biet g ve cong ty, ve san
pham (qua quang cao) th nhan vien ban hang trc tiep se ton rat
nhieu cong sc va thi gian e tiep can khach hang, ieu ma co
the at c de dang hn thong qua quang cao. Nhiem vu cua nha
quan ly tiep th cong nghiep la can oi nhng cong cu nay trong
mot ke hoach chieu th chung.

229

230

NHC IEM

TNH HUONG THCH HP E S DUNG

Khuyen khch nhan vien ban hang vao cac

hoat ong ho tr ban hang nh dch vu, ky
thuat, thong tin phan hoi. De hoach nh va
quan ly Khuyen khch nhan vien mi hoc viec.

Khong trc tiep khuyen khch ban hang. Nhan vien

se ieu chnh no lc ban hang theo mc lng nhan
c. Lng khong gan vi nang suat va li nhuan
ban hang. Kho o lng ket qua cong viec.

Ch co hoa hong

Khuyen khch trc tiep en ban hang. Tao

ong lc tot cho nhng nhan vien ban hang
kinh nghiem. De quan ly. Chi ph ban tr
thang vao doanh thu.

Lng thang +
hoa hong

Va khuyen khch ban v co tnh an toan oi

vi nhan vien ban hang. Lng la thu nhap c
ban, hoa hong e khuyen khch tang hieu suat
ban hang. Tng oi de quan ly. Linh ong
hn hai phng phap tren.
Khuyen khch chu y en dch vu, ky thuat, va
thong tin phan hoi. Thng se can c tren ket
qua thc hien nhng chc nang nay. o an
toan ve tai chnh cao oi vi nhan vien.
Tng t nh tnh huong tren, nhng thng
chung cho mot nhom e tang hieu suat ban
hang cua nhom. Xay dng tinh than ong oi.

Khong khuyen khch cung cap dch vu, ho tr ky

thuat, hay thong tin phan hoi. Khong co tnh an
toan ve tai chnh oi vi nhan vien ban hang. Hoa
hong oi khi khong c coi la phan thng ma la
s trng phat. Khong s dung c oi vi san
pham ban theo mua.
Kho can oi gia lng va hoa hong. Neu lng cao
th hoa hong giam, ngc lai lng thap th tnh an
toan cong viec cho nhan vien ban hang khong cao.

Ban hang theo oi. Ho tr dch vu - ky

thuat, va thong tin phan hoi la quan trong.
Can mot thi gian dai e ban hang. S
dung nhan vien hoc viec va nhan vien ban
hang ben trong cong ty.
San pham ban nhanh, so lng ln. Dch
vu, ho tr ky thuat, thong tin phan hoi
khong quan trong. Lc lng ban hang
giau kinh nghiem.

Lng + thng
ca nhan

Lng + thng
cho nhom

Lng + hoa
hong + thng
ca nhan / nhom

Tao o an toan ve tai chnh cho nhan vien, co

tnh khuyen khch nhan vien ban hang, thc
hien dch vu, ky thuat, va thong tin phan hoi.

Thng sau mot thi gian c xem la mot phan

cua lng. Mat tnh khuyen khch.

Tng t tnh huong tren. tuy nhien thng cho

nhom co the khong khuyen khch c ca nhan
nang cao nang suat v nhng nhan vien kem, trung
bnh cung van nhan phan thng.
He thong phc tap, kho quan ly. Kho can oi gia
lng, thng, hoa hong.

Khi ca ban hang, lam dch vu, ky thuat eu

can thiet. Can tm kiem nhng khach hang
mi.

Giong tnh huong au tien. Tuy nhien co

the dung phan thng e tap trung no lc
ban mot san pham nao o vao mot thi
trng nao o.
Dung trong trng hp can thuc ay doanh
so chung cua ca mot bo phan, khu vc.

Giong tnh huong th ba. Tuy nhien thng

dung e ieu chnh khi nhan vien c yeu
cau thc hien them mot so cong viec khac.

TIEP TH GIA CAC TO CHC

U IEM

Lng thang

LOAI

B2B MARKETING

BANG 8.3. PHAN TCH CAC HNH THC TRA LNG

CHNG

8.

CHIEN LC CHIEU TH

Can nh lai rang khach hang cua chung ta la nhng to chc, cong
ty, chnh quyen, do vay quang cao cua chung ta khong nham tiep
can nhng ngi tieu dung. ieu nay c the hien ro trong cac
phng tien truyen thong ma quang cao cong nghiep s dung.
Tuy nhien trong mot so trng hp e kch thch nhu cau co
nguon goc, cac nha san xuat co the thiet ke nhng mau quang cao
nham en ngi tieu dung (trng hp Intel quang cao CPU tren
tivi va bao ch tai TP. HCM thi gian gan ay). Noi dung phan nay
ch tap trung vao cac quang cao hng ti cac to chc.
VAI TRO CUA QUANG CAO TRONG TIEP TH GIA CAC TO CHC

Neu nh trong th trng hang tieu dung, quang cao co the ong
vai tro ln t gay chu y, tao nhan thc, thch thu, va dan khach
hang en quyet nh mua, th trong phan ln cac trng hp
quang cao cong nghiep khong lam c ieu nay. Do tnh chat
san pham phc tap ve cong nghe, chi ph ln nen a phan khach
hang ky vong vao nhng cuoc tiep xuc trc tiep. Chung ta se xem
xet nhng chc nang chnh cua quang cao trong th trng to
chc.
!

Tao nen tang thuan li cho ban hang trc tiep. Quang
cao cung cap nhng thong tin tong quat, c ban ve cong ty,
va san pham. No luon luon ong vai tro ho tr. No m ca,
hay tao ieu kien thuan li e khach hang m ca cho cac
nhan vien ban hang trc tiep cua cong ty. Ta a biet chi ph
cho ban hang trc tiep rat at, khong nen s dung phng
tien truyen thong at e truyen at nhng thong tin khong at
(tong quat, c ban). Khach hang se khong m ca cho nhng
nhan vien ban hang cua mot cong ty ma ho cha he nghe noi
ti ve ten cong ty hay loai san pham.
Tiep can nhng ca nhan co anh hng mua khong the
tiep can trong ban hang trc tiep. Thong thng co rat
nhieu ca nhan co anh hng mua trong cong ty khach hang
ma cac nhan vien ban hang trc tiep khong the tiep can
c. Ho co the co nhieu ly do e t choi khong gap nhan
vien ban hang, nhng se ra nhng quyet nh co anh hng
ln en quyet nh mua hang cua cong ty. Nhng ngi nay,
tuy nhien, se oc bao, tap ch chuyen nganh, hay xem cac

231

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B2B MARKETING

TIEP TH GIA CAC TO CHC

niem giam thong ke cua nganh. Va nh vay quang cao co the

tiep can nhng ca nhan nay, tao nhan thc, kien thc, va
niem tin cua ho ve san pham ieu ma ban hang trc tiep bo
tay.
Tiep can nhng ca nhan co anh hng mua ma ta khong
biet. Co rat nhieu cac ca nhan co anh hng mua ma nhan
vien ban hang trc tiep khong the nhan dien. ieu nay ac
biet ung trong trng hp nhan vien ban hang cha co kinh
nghiem hay khach hang mi. No cung ung ngay ca oi vi
nhng nhan vien ban hang co kinh nghiem trong trng hp
khach hang tai to chc cong ty. Tung t nh tren, nhng ca
nhan nay tuy khong c nhan dien bi cac nhan vien ban
hang trc tiep nhng lai de dang tiep can bi quang cao cong
nghiep, thong qua bao, hay tap ch chuyen nganh
Tao ra nhng khach hang tiem nang17 cho cong ty. Mot
vai tro quan trong khac cua quang cao la tm kiem va tao ra
nhng khach hang tiem nang. Thong qua cac tap ch chuyen
nganh hay qua gi th trc tiep, quang cao co the yeu cau
khach hang phan hoi. V du hnh thc thc gi th ve cong ty
yeu cau nhan them thong tin chi tiet ve san pham, catalogs.
Cong ty se tien hanh phan loai, anh gia nhng phan hoi nay.
Nhan dien va anh gia khach hang tiem nang thc s va
chuyen nhng thong tin nay cho bo phan ban hang trc tiep
e tiep tuc theo doi va xuc tiep ban hang.
Ho tr truyen at thong tin cho khach hang. Nhan vien
ban hang trc tiep khong the luon luon co ieu kien e tiep
xuc vi khach hang cua mnh. Thong thng trong mot nam
ho ch co vai lan (2-3 lan) e tiep xuc trc tiep vi khach
hang. Nhng thong tin th lien tuc, khach hang luon can thong
tin mi va ho cung rat de quen. Quang cao lam cong viec
nay, no ong vai tro cung cap thong tin lien tuc trong khoang
thi gian ma nhan vien ban hang vang mat.
Ho tr truyen thong tin cho cac thanh vien kenh phan
phoi. Tng t nh khach hang, cac thanh vien kenh phan
phoi cung can co thong tin. Quang cao mang lai thong tin cho
nhng kenh phan phoi hien tai va tiem nang cua cong ty. No
khuyen khch nhng nha phan phoi cong nghiep, hay cac ai

CHNG

8.

CHIEN LC CHIEU TH

dien nha san xuat ban hang cho cong ty. No cung ho tr cho
cac kenh trung gian ban hang cho khach hang.
Kch thch nhu cau co nguon goc. Do ac tnh nhu cau
trong th trng to chc la nhu cau co nguon goc, nen rat
nhieu nha san xuat s dung quang cao e kch thch nhu cau
cua ngi tieu dung oi vi san pham cua khach hang cua
ho. Chang han Boeing s dung cao quang cao tren tivi e
thuc ay khach hang i may bay, t o thuc ay nhu cau mua
may bay cua cac hang hang khong.
Tao hnh anh tot ve cong ty oi vi cong ong. Tao ra hnh
anh hay nh v hnh anh tot trong long cong ong la mot vu
kh canh tranh quan trong. Cac cong ty muon the hien nhng
quan tam, lo lang, nhng thanh tu ma cong ty mnh at c
vi cong ong, vi khach hang, vi ngi tieu dung. ieu
nay rat quan trong v cac khach hang to chc can c tren uy
tn va hnh anh cua nha cung cap khi ra quyet nh mua.
Tao hieu qua chieu th cao vi chi ph thap. Khi ket hp
s dung quang cao vi ban hang trc tiep, chi ph khuyen
mai se giam i ang ke ma hieu qua lai tang len nhieu do
nhng vai tro neu tren cua quang cao.

CAC PHNG TIEN TRUYEN THONG18 TRONG QUANG CAO CONG

NGHIEP

Cong nghe thong tin phat trien lam thay oi cach thc truyen
thong truyen thong. Noi dung phan nay se trnh bay ba loai phng
tien truyen thong thng c s dung va c anh gia la hu
hieu nhat trong tiep th cong nghiep. o la: cac an pham thng
mai/ hay tap ch chuyen nganh, phan ng trc tiep19 , niem giam
nganh20 .
Mot nghien cu cua Hiep Hoi Tiep Th Cong Nghiep ve viec s
dung cac phng tien truyen thong e quang cao cong nghiep
cho thay 90% s dung an pham thung mai, hay cac tap ch
chuyen nganh, 66% s dung gi phan ng tiep. Trong khi o tivi
ch chiem 5%, va cac bang quang cao ngoai tri ch chiem 3%.
!

An pham thng mai va tap ch chuyen nganh. Tren quan

iem tiep th, gia tr cua mot an pham thng mai, hay tap ch

233

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B2B MARKETING

TIEP TH GIA CAC TO CHC

BAN G 8.4. PHNG TIEN QUAN G CAO TRONG TIEP TH

CON G NGHIEP
PHNG TIEN QUANG CAO

An pham thng mai/

tap ch chuyen nganh
Phan ng trc tiep
Niem giam nganh
Cac an pham thng
mai tong quat
Tap ch
Bao
Radio
Tivi
Quang cao ngoai tri
Telemarketing
Th khac

% S

% CUA TONG CHI PH

% CUA TONG CHI

DUNG

QUANG CAO

PH CHIEU TH

90%

25.7%

56.4%

66%
29%
17%

6.8%
1.7%
3.5%

14.9%
3.7%
7.7%

6%
8%
5%
5%
3%
11%
22%

0.7%
1.0%
0.7%
1.0%
0.2%
1.0%
3.3%

1.5%
2.2%
1.5%
2.2%
0.4%
2.2%
7.2%

chuyen nganh phu thuoc vao kha nang tiep can nhng ca
nhan co anh hng mua trong cac cong ty khach hang. Co
nhieu loai an pham hay tap ch chuyen nganh. Co cai ch
c lu hanh trong mot nganh nao o, v du: tap ch ve det
may, hay tap ch nganh nha. Co tap ch lai c oc gia t
nhieu nganh nghe khac nhau quan tam nh tap ch Thi bao
Sai gon, hay PC World. ay la phan theo nganh nghe, mat
khac lai co nhng tap ch ch phat hanh trong mot khu vc
nao o, lai co tap ch c phat hanh rong rai tren toan quoc,
hay toan the gii. La chon an pham, hay tap ch nao e
quang cao can can nhac may yeu to sau: (1) So lng phat
hanh, (2) Chat lng va uy tn cua bao, (3) oc gia cua an
pham/ tap ch la ai, (4) Chi ph quang cao tren an pham/ tap
ch la bao nhieu?
Phan ng trc tiep. c nh ngha la hnh thc truyen
thong trc tiep21 gia nha san xuat va khach hang vi muc
ch quang cao. Cac hnh thc pho bien cua hnh thc nay la
gi th trc tiep, hay truyen thong ien t22 . Co ba cach phan
ng trc tiep thng c s dung: (1) dung nh mot quang
cao thong thng, no co the cha ng noi dung cua quang
cao tren tap ch chuyen nganh, (2) di hnh thc khuyen

CHNG

8.

CHIEN LC CHIEU TH

mai, khi muon yeu cau ngi nhan phan ng hay hoi ap lai
theo mot cach thc nao o, chang han can ien thong tin vao
mot phieu yeu cau va gi ve cong ty, (3) ban hang qua th,
cong ty co gang ban hang qua gi th, cac tap ch thng gi
th mi ang ky en cac oc gia/ cong ty.
Hnh thc nay phat huy hieu qua khi cong ty biet ro nhng ca
nhan co anh hng trong cong ty khach hang va gi th en
ung ten, a ch, va chc vu cua ngi nay. ay la hnh thc
kha linh hoat. Tuy nhien neu khong biet nhng thong tin nay
th hnh thc nay khong hieu qua va kha at.
Nien giam nganh. Thng c coi la hng dan/ hay cam
nang khach hang. Khach hang se tm kiem thong ve nhng
nha cung cap khi muon mua mot san pham hay dch vu nao
o. Ben canh o, cac cuon niem giam thng c lu gi
lau dai, du a co tai ban, do o quang cao tren niem giam
thng co tnh chat lau dai. Tuy nhien quang cao tren niem
giam kha at.

THONG IEP23 TRONG QUANG CAO CONG NGHIEP

Van e gay tranh cai nhieu nhat trong la chon thong iep quang
cao cong nghiep la nen tap trung quang cao an tng ve cong ty
hay ve san pham va dch vu cua no. Nhng ngi bao ve quang
cao (ve) cong ty24 cho rang e ban c hang can phai tao ra mot
an tng tot ve cong ty. Luan iem cua ho la cac khach hang to
chc va nhng ca nhan co anh hng mua b chi phoi rat nhieu
bi an tng va uy tn cua nha cung cap. Thong iep loai nay
thng chu trong vao xay dnh nhan thc ve cong ty, neu bat
danh tieng cong ty, thong tin nhng van e quan trong ma cong ty
theo uoi, hay nhng thanh qua ma cong ty at c. Ngc lai,
nhng ngi bao ve quang cao (ve) san pham25 cho rang khi
quang cao cho san pham/ dch vu chnh la luc hnh anh cua cong
ty c xay dng. Thong iep loai nay thng nhan manh vao
tnh nang ky thuat cua san pham, chat lng, o ben, chi ph, tnh
kinh te khi hoat ong...
Thc te nghien cu cho thay cac quang cao san pham c a
chuong hn va c s dung rong rai hn.

235

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B2B MARKETING

TIEP TH GIA CAC TO CHC

KHUYEN MAI26
Trong tiep th gia cac to chc rat kho tach biet gia quang cao va
khuyen mai. Thng th quang cao va khuyen mai c s dung
nh mot loai cong cu. Tuy nhien cung co nhng cong ty phan biet
chung tach bach. Trong tai lieu nay, khuyen mai c nh ngha
la tat ca nhng cong cu chieu th gian tiep (nonpersonal) ma
khong phai thuoc ve quang cao nh a nh ngha phan tren.
Phan nay se gii thieu mot vai hnh thc c s dung pho bien
trong tiep th cong nghiep la: Catalogs, hoi ch thng mai, tai
lieu va dung cu ho tr cho kenh phan phoi, tang qua.
!

Catalogs. c nh ngha la nhng tai hieu hoan chnh

c in an cha ng thong tin ve san pham, c thiet ke
e cung cap thong tin cho khach hang. Catalog la hnh thc
tai lieu tham khao quan trong cua chieu th cong nghiep.
Khach hang thng lu tr nhng ban catalog trong th vien,
e khi co nhu cau th tham khao. Nhng nha san xuat co
catalog c khach hang lu tr se co nhieu c hoi hn
nhng nha san xuat khong co san catalog ni khach hang. S
dung catalog mot cach hieu qua phu thuoc vao: (1) cach thc
chuan b, in an, trnh bay, noi dung catalog, (2) cach thc
phan phoi catalog, (3) cach thc nhan vien ban hang s dung
catalog.
Hoi ch thng mai27 . Hoi ch thng mai hay trien lam la
hnh thc rat pho bien trong th trng cong nghiep. Hang
nam cac nganh cong nghiep eu to chc cac hoi ch trien
lam san pham cua nganh. Co hoi tr mang tnh khu vc, quoc
gia, hay quoc te. Hoi ch co nhng vai tro sau ay: (1) la ni
gap g khach hang tiem nang cua cong ty, (2) xay dng c
danh muc khach hang, (3) gii thieu san pham mi, (3) phat
hien nhng ng dung mi cho cac san pham hien co, (5) gap
g vi cac cong ty cung nganh e trao oi kien thc kinh
nghiem, (6) tm them ai ly, nha phan phoi, (6) hoan thien ky
nang trien lam, trnh bay ban hang cho nhan vien.
Tai lieu va dung cu ho tr cho kenh phan phoi28 . Nha
san xuat cung phai co trach nhiem ho tr thanh vien kenh
phan phoi trong chieu th. Ngoai viec cung cap cac catalog,

CHNG

8.

CHIEN LC CHIEU TH

tai lieu hng dan ban hang, ky thuat, va lam dch vu, con
phai cung cap them cac dung cu trang tr ca hang, nhng ke
trng bay hang hoa, tam tranh co ong ln...
Tang qua29 . Cac nha san xuat con thiet ke ra cac loai qua
tang lu niem, phan thng, ghi nh cho khach hang. Co rat
nhieu loai hnh qua tang c s dung. ien hnh la lch, so
tay, hop ng thuoc la,...

TIEP TH TRC TIEP

Gi th en cac khach hang tiem nang la mot cong cu c s
dung rong rai trong tieu dung va cong nghiep. ay la hnh thc
truyen thong trc tiep, cho phep ca the hoa noi dung bc th theo
yeu cau cua ngi nhan va gi. e viec gi th hieu qua oi hoi
phai co danh sach ang tin cay. Danh sach khach hang va cac chi
tiet ve ho la mot van e het sc quan trong quyet nh mc o
thanh cong cua cac chien dch gi th. Thong thng cac cong ty
luon lu tr va cap nhat cac thong tin ve khach hang cua mnh.
Ben canh nguon noi bo, cac nguon thong tin t cac cong ty nghien
cu th trng, cac cuoc trien lam thng mai, hoi ch chuyen
nganh la nhng nguon bo xung rat quan trong cho danh sach cua
cong ty.
Gi th trc tiep co the nham vao viec xay dng nhan thc ban
au ve dch vu va san pham, e gii thieu mot cuoc trien lam, hay
hoi ch chuyen nganh, e bieu dien cach s dung hay cong nang
cua san pham mi (v du gi cac a CD phan mem), e thong bao
mot chng trnh khuyen mai, hay yeu cau at hang.
Can chu y en cac thanh to cua mot bc th.
!

Phong b. La an tng au tien ma khach hang co c.

quyet nh cua khach hang co nen oc th hay khong phu
thuoc rat nhieu vao hnh thc cua phong b. Tren phong b
khach hang se chu y en ten va bieu trng (logo) cua cong
ty, en noi dung chnh (subject) cua bc th, kch thc cua
bc th, mau sac cua phong b. Co the lam noi bat phong b
bang kch thc va mau sac cua no. ieu nay lam chi ph
tang len nhng se lam noi bat bc th cua chung ta. Khi
khach hang quyet nh oc th ta a co nhieu c hoi hn.

237

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B2B MARKETING
!

TIEP TH GIA CAC TO CHC

Noi dung bc th. Can e cap en cac gia tr chnh ma san

pham hay dch vu cua ta mang lai cho khach hang. Th phai
ro rang, ngan gon nhng ay u cac y chnh. Bc th can
c trnh bay chuyen nghiep.
Nhng chi tiet kem theo. Co the la phieu hoi ap, phan
mem gi tang khach hang, hay nhng mau vat. Cac chi tiet
nay cung can c chu y e tao hieu qua.
Yeu cau hoi ap. Can tao ra c che thch hp e yeu cau
khach hang hoi ap. Trc tien can cho khach hang thay ro
can phai lam g: Hoi ap. Hoi ap co the la viec yeu cau
them thong tin hay yeu cau at hang. can thiet ke san cac
mau bieu e khach hang ien vao. Tao ra ieu kien thuan li
va nhanh chong cho khach hang hanh ong. Can cung cap ly
do e khach hang hanh ong ngay, v du gi kem mot phieu
giam gia.

QUAN HE QUAN CHUNG VA CONG ONG30

ay la cong cu cuoi cung va cung la t oc quan tam nhieu trong
tiep th cong nghiep. Tuy nhien can nhan thc rang quan he quan
chung ong vai tro kha quan trong. No co the tao ra hnh anh / an
tng tot hay xau ve cong ty trong mat cua khach hang, nha phan
phoi, va cong ong. Neu c s dung va au t hp ly cong cu
nay se cung co nhng gia tr nhat nh oi vi cac hoat ong cua
cong ty. Th nhat, no co the giup khach hang hien tai va tiem
nang cua cong ty biet ve nhng san pham va dch vu mi cua
cong ty. Ke en no duy tr s hien dien cua cong ty trong long
cong chung. Mat khac no giup cong ty nh v hnh anh cua mnh,
anh tan nhan thc khong ep ve cong ty.

PHOI HP CAC CONG CU CHIEU TH

Sau khi a hieu c vai tro tnh ng dung cua cac cong cu chieu
th, nhiem vu cua nha quan ly tiep th cong nghiep la phoi hp
nhng cong cu nay nham em lai hieu qua cao nhat cho cong viec

BAN G 8.5. PHOI HP GIA PHNG TIEN VA CHC NAN G CHIEU TH

CAC CHC NANG

Lien lac

Tao s quan tam

Nhan vien ban hang trc tiep

Gi khach hang

Nhan vien ban hang trc tiep

Nhan vien ban hang ben trong cong ty
Telemarketing
Gi th trc tiep
Qua tang

trc tiep
ben trong cong ty

trc tiep
ben trong cong ty
trc tiep
ben trong cong ty
trc tiep
ben trong cong ty

239

Ket thuc n hang

ben trong cong ty

CHIEN LC CHIEU TH

Nhan vien ban hang trc tiep

ben trong cong ty

8.

Lam mot e ngh cu the

CONG CU CHIEU TH PHU HP

KHAC H HANG HIEN TAI
Nhan vien ban hang
Telemarketing
Catalogs
Gi th trc tiep
Qua tang
Nhan vien ban hang
Telemarketing
Catalogs
Gi th trc tiep
Qua tang
Nhan vien ban hang
Nhan vien ban hang
Gi th trc tiep
Catalogs
Telemarketing
Nhan vien ban hang
Nhan vien ban hang
Telemarketing
Nhan vien ban hang
Nhan vien ban hang
Telemarketing
Nhan vien ban hang
Nhan vien ban hang
Telemarketing
Gi th trc tiep
Qua tang

CHNG

Tao s yeu thch

KHAC H HANG MI
An pham thng mai
Tap ch chuyen nganh
Hoi ch
Gi th trc tiep
Niem giam nganh
An pham thng mai
Tap ch chuyen nganh
Hoi tr
Gi th trc tiep
Niem giam nganh
Nhan vien ban hang trc tiep
Hoi ch
Niem giam nganh
Telemarketing

240

B2B MARKETING

TIEP TH GIA CAC TO CHC

kinh doanh cua cong ty.

CAU HOI THAO LUAN

1.

2.

3.

Mot van e quan trong oi vi nhng ai dien ban hang oc

lap (hng hoa hong tren doanh so ban) la: can tap trung thi
gian vao gii thieu san pham nao trong mot cuoc ien am
ban hang hay cuoc vieng tham ban hang (sales call or sales
visit)? oi vi nhng ngi nay, thi gian vi khach hang la
tai nguyen qu gia nhat, v vay ho phai can nhac cach thc s
dung thi gian mot cach hieu qua nhat. Hay ve mo hnh BCG
va quyet nh thi gian can thiet cho moi loai san pham trong
moi phan t cua mo hnh. Giai thch ly do quyet nh cua
anh/ ch?
Hay trnh bay ke hoach chieu th cua anh ch cho Khu cong
nghiep Le Minh Xuan, gian oan 2002 2003 (xem bai tap
tnh huong chng 1).
Hay neu 3 loai bao hay tap ch thch hp e quang cao cac
san pham dung cho y te tai thanh pho cua Anh/ ch. Cho biet
ly do chon la. Lap bang d tru phan tch chi ph, hieu qua
quang cao.

BAI TAP TNH HUONG 1

X ly tnh huong chong oi sau:
Ban la nhan vien ban hang cua cong ty HPT. Ban en gap Ong
Hoang mot Viet kieu t My ve hien la giam oc cong ty ABC.
Cuoc gap cua ban la ket qua cua nhieu lan chao hang qua ien
thoai va fax. Ong Hoang d kien se mua 2 may vi tnh va mot may
in laser nhan hieu HP. Sau khi a xem xet ky lng, ong Hoang
cho rang gia cua ban cao hn so vi gia ma Ong co the mua c
tai Bangkok hay Singapore (cho cac san pham cung loai, cung
nhan hieu).

BAI TAP TNH HUONG 2

X ly tnh huong chong oi sau:
Van phong Ho Tr Cac Doanh Nghiep Va va Nho H Bach Khoa
Tp. HCM thng xuyen to chc cac khoa ao tao ngan han (6

CHNG

8.

CHIEN LC CHIEU TH

buoi, 24 tiet/ khoa) danh cho cac doanh nghiep. Nhan vien van
phongthng xuyen oi mat vi cac phan nan sau:
!
!
!

Gia cao.
Thi gian hoc vao ban ngay luc doanh nghiep ban ron.
So lng hoc vien (Khach hang thng hay hoi so lng ang
ky la bao nhieu, v kinh nghiem cua ho oi vi nhieu trung
tam khac, do co t hoc vien nen khong m c lp)

THUAT NG CHNH
Advertising medium: cac phng tien quang cao
Advertising message: thong iep quang cao
Advertising: quang cao
Business supplies salesperson: ngi ban cac san pham cng ng
Compensation: tra lng
Corporate advertising: quang cao (ve) cong ty
Detail salesperson: ngi ban cac san pham chi tiet
Direct mail: gi th trc tiep
Exeutive salesperson: cac chuyen vien ban hang
Industrial directory: niem giam nganh
Inside salesperson: ngi ban hang ben trong cong ty
Mailing list: danh sach gi th
Missionary salesperson: nhng ai s (ban hang)
National account: khach hang cap quoc gia
Personal selling: ban hang trc tiep/ ca nhan
Product advertising: quang cao (ve) san pham
Promotional strategy: chien lc truyen thong
Public relation: quan he cong ong
Publicity: quan he cong ong
Sales engineer: ky s ban hang
Sales management: quan tr ban hang
Sales promotion: khuyen mai
Sales team: oi ban hang
Selling costs: chi ph ban hang

241

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B2B MARKETING

TIEP TH GIA CAC TO CHC

Specialty advertising: cac o vat nho nh ao thu, mu, chan giay dung
e lu niem, quang cao.
Telemarketing: tiep th t xa
Trade journal publication: cac an ban cua tap ch thng mai.
Trade show: hoi tr trien lam
Turnover: ty le ngh viec trong mot cong ty (con co ngha khac la
doanh thu)

CHU THCH
1 Sales call: cuoc tiep xuc ban hang. Sales call c nh ngha la
hnh thc mat oi mat trnh bay ban hang vi mot hay nhieu khach
hang tiem nang.
2 Sales engineer: (tam dch) ky s ban hang.
3 The executive salesperson: (tam dch) chuyen vien ban hang.
4
The business supplies salesperson: (tam dch) ngi ban hang
cung cap.
5 The detail salesperson: (tam dch) ngi ban hang chi tiet.
6 The inside salesperson: (tam dch) ngi ban hang ben trong cong
ty.
7 The missionary salesperson: (tam dch) nhng ai s.
8 Sales call cost: chi ph tiep xuc, gap g khach hang.
9 Recruitment and Selection cot: chi ph la chon va tuyen dung
nhan vien ban hang.
10 Salesperson turnover cost: chi ph chuyen oi cong viec cua nhan
vien ban hang.
11 Sales management: quan tr ban hang hay quan tr lc lng ban
hang.
12 Sales manager: giam oc ban hang.
13 Recommendation letter: th gii thieu. cac nc, trong ho s
xin viec ngoai cac giay t nh n xin viec, CV, bang cap, con phai co
th gii thieu cua cong ty trc ay ng c vien a lam viec, hay cua
cac giao s ai hoc (neu la sinh vien mi ra trng).
14 Commission: hoa hong, thng c tnh theo phan tram doanh so
ban cua nhan vien.

CHNG

8.

CHIEN LC CHIEU TH

15 Nonpersonal mass communication: (tam dch) truyen thong ai chung

mot cach gian tiep. Gian tiep ngha la khong co s giao dch truyen thong
trc tiep gia ngi va ngi (face to face) ma thong qua cac phng tien
truyen thong nh bao, ai, tivi
16 Personal communication: (tam dch) truyen thong trc tiep. Hnh
thc trao oi trc tiep gia hai hay nhieu ca nhan.
17 Leads: (thuat ng chuyen mon) dung e ch nhng ngi quan tam,
va co kha nang tr thanh khach hang cua cong ty. Trong th trng cong
nghiep, khach hang oi khi khong nhan thc c mnh co the s dung
mot loai san pham nao o. V du: cac hp tac xa ong ghe tau mien Tay
trc ay eu dung go, than cay e ong ghe tau cho nong dan. Ho khong
the nhan thc c mnh co the la khach hang cua nganh nha. Tuy nhien
khi vat lieu composite ra i nham ap ng nhu cau phat trien cong nghiep,
th mot trong nhng ng dung quan trong cua no la lam ghe tau vi trong
tai nho, va luc nay cac HTX tren hoan toan co the la nhng leads cua cac
cong ty nha TP. HCM. Lead ay tam dch la khach hang tiem nang.
18

Media: phng tien truyen thong.

19 Direct response: (tam dch) phan ng trc tiep, xem nh ngha e

hieu ro hn.
20 Indsutrial directories: niem giam thong ke cua cac nganh cong nghiep.
21 Can lu y khai niem nay. ay direct communication la hnh thc gi
th cho tng khach hang cu the, mang tnh giao tiep trc tiep gia nha san
xuat (ngi tiep th) va khach hang. Tuy nhien, nh trong nh ngha
chung ve qua n g ca o th qua n g ca o la hnh th c giao tie p gia n tie p
(nonpersonal communication), ngha la khong co s oi mat noi chuyen
hay khong co yeu to con ngi trong giao tiep truyen thong. Vay can phan
biet ro gia nhng khai niem nay.
22 Direct mail: gi th trc tiep. Electronci communication: truyen thong
ien t, s dung cac thiet b truyen thong bang ien t nh e-mail, hay he
thong may tnh.

23 Message: thong iep.

24 Corporate advertising : (tam dch) quang cao (ve) cong ty, oi khi
goi la Institution advertising.
25 Product advertising: (tam dch) quang cao ve san pham.
26 Sales promotion: khuyen mai, mot so tai lieu khac dch la xuc tien
ban hang.
27 Trade show: hoi ch thng mai, cong nghiep.

243

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B2B MARKETING

TIEP TH GIA CAC TO CHC

28 Dealer and distributor materials: (tam dch) tai lieu va dung cu

ho tr cho kenh phan phoi.
29 Specialty advertising/ promotional product marketing: (tam dch)
tang qua.
30 Public relation and publicity: quan he quan chung va cong ong