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CHNG I C S L LUN V TUYN DNG, O TO V QUN L I NG BN HNG TI CNG TY C PHN MISA VN PHNG TPHCM I.

BN CHT CA BN HNG V LC LNG BN HNG Theo James.M.Comer th: Bn hng l mt qu trnh mang tnh c nhn trong ngi bn tm hiu, khm ph, gi to v p ng nhng nhu cu hay c mun ca ngi mua nhm thc hin quyn li tha ng, lu di ca hai bn. Nhng ngi trong lc lng bn hng c th c rt nhiu chc danh nh ngi bn hng, i din bn hng, i din nh sn xut, gim c ph trch khch hng, gim c kinh doanh khu vc... v cn nhiu chc danh a dng khc nhng ni chung li th h u tip xc vi khch hng v thuyt phc khch hng v cht lng sn phm v dch v ca cng ty h. II. CNG TC TUYN DNG I NG BN HNG 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 v phi tri qua nhiu giai on. 2.1. 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. 2.1.1. Ngun tuyn dng t trong ni b doanh nghip. 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
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cng c th khng thnh cng cng v mi nh vy th c th s nghip ca nhng ngi nay s kh khn hn. Cng ty khi tm nhng ngun tuyn dng th cn cn nhc k ngun ny. 2.1.2. Ngun t cc cng ty i th, khch hng, nh cung cp. y l dng tuyn dng nhn s t nhng cng ty i th, cng ty kinh doanh c tnh cht tng t hay t nh cung cp, khch hng : - Tuyn dng t i th cnh tranh kh phc tp v nhn s ca cng ty i th b hp dn bi lng bng hay chnh sch i ng ca cng ty mnh v u qun cho cng ty mnh. Nhng ngi ny s em c kin thc, kinh nghim v khch hng ca cng ty i th v lm vic cho cng ty mnh ; - Ngun t cc cng ty c hot ng tng t chng hn nh cng lnh vc hng tiu dng nhanh (ngi i din kinh doanh cho cng ty sa c th chuyn qua cng ty nc gii kht) hay cng phng thc phn phi (thu nhn vin c kinh nghim trong vic pht trin h thng i l) s gip cng ty tn dng c nng lc s trng ca h gia tng th phn v li nhun; C hai ngun tuyn dng trn u 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. 2.1.3. Ngun t 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. 2.1.4. 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 internet, bo, tivi, bo, i.. - 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 2.2. Qu trnh tuyn dng nhn vin bn hng. 2.2.1. Chun b tuyn dng. Gm c 3 bc:
- Thnh lp hi ng tuyn dng, qui nh r v s lng thnh phn v quyn

hn ca hi ng tuyn dng ;
- Nghin cu k cc loi vn bn, quy nh ca nh nc v t chc doanh nghip

lin quan n tuyn dng ;


- Xc nh cc tiu chun tuyn chn nh: Tui t 22 tr ln, tt nghip i

hc chuyn ngnh, c h s l lch giy khm sc khe y , cc bng cp lin quan, trnh ngoi ng, hiu bit v cng ty..vv. 2.2.2. Thng bo tuyn dng. Cng ty c th p dng hoc kt hp cc hnh thc thng bo tuyn dng sau y:
- Qung co trn bo i tv ; - Thng qua cc trung tm dch v lao ng ; - Thng bo trc cng c quan, doanh nghip.

Thng bo nn ngn gn nhng r rng, chi tit v y nhng thng tin c bn cho ng vin v tiu chun tuyn chn, mc lng thng, ngy np h s, ngy ht hn 2.2.3. Thu nhn h v nghin cu h s ( Bng tm tt v n xin vic). Bng 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. 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. 2.2.4. Phng vn: 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 5 im quan trng nh sau:
o S cn bng: S ln chuyn ch lm, 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 ;


o S cn c: S tin b u n trong cng vic v mc lng; lm vic theo l

np c sn hay thch s sng to, s chm cht trong cng vic v s chuyn cn ;
o 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 ;

o 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 ;


o 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... 2.2.4.1. Phng vn vng 1 ( s b ). 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. 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. 2.2.4.2. Phng vn vng 2 ( i vo chiu su ). Cuc phng vn ny thng c thc hin ti cng ty hoc ni lm vic chnh thc. Ngi phng vn ln ny thng l ngi qun l trc tip trong tng lai ca ng vin. Mc phng vn s chuyn su hn, ng vin cn chng t v nng lc c nhn, cc cam kt v mc ch, kh nng hi nhp, thch ng v k nng giao tip, x l tnh hung. Trong cuc phng vn ny, ng vin lun c to s thoi mi th hin mnh. Nh tuyn dng s khuyn khch ng vin tm hiu v cng ty, sn phm v gip cho ng vin tp trung tr li cng nh t cu hi. Mt s cng ty s dng tnh hung kim tra ng vin (tnh hung bn sn phm thc t) hay cho cc ng vin cng tham gia ng gp kin cho mt vn no lin quan n hot ng kinh doanh... qua cch ng x v a ra gii php ca ng vin, nh tuyn dng s chn ngi ph hp nht. 2.2.4.3. 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. 2.2.5. 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 sng lc li ln na. Trong trng hp nhng ngi c la chn lt u tin c mt s khng ph hp vi yu cu ca cng vic th khng nht thit t chc tuyn dng na m s mi nhng ng vin c kh nng trong cc t phng vn ln trc thay th. Quyt nh la chn rt quan trng do cng ty cn ra nhng tiu chun la chn c th v chnh sch hp l nht cho nhng ngi c tuyn dng. III.CNG TC O TO, HUN LUYN LC LNG BN HNG. 3.1. Yu cu hun luyn. 3.1.1. i vi lc lng bn hng hin ti. Nhu cu o to i vi lc lng bn hng hin ti 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 ;
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- 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. 3.1.2. 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. 3.2. nh gi nhu cu v thit lp cc mc tiu ca chng trnh o to 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. 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: 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. 3.3. Ngun hun luyn.
- 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?;
- 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;

- 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;
- 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. 3.4. Ni dung hun luyn Lc lng bn hng s c hun luyn tin trnh bn hng cn bn gm 6 bc: Bc1: 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, gii thiu bi ngi quen, khch hng, trin lm, hi tho gii thiu sn phm, cc c quan xc tin thng mi, qua in thoi. Ngi bn hng cn c k nng x l thng tin, sp xp thng tin, nh gi khch hng trin vng v lp danh sch khch hng trin vng thm d, cho hng. Bc 2: Lp k hoch cho hng: K hoch cho hng rt quan trng v n gip cho ngi bn hng tng cng t tin, qun l thi gian tip xc hp l, tng hiu qu cng vic cho hng. lp c k hoch cho hng th cn mt s thng tin sau:
- i vi khch hng l c nhn: Tn, tui, kin thc chuyn mn v sn phm,

nguyn vng, thi , kh nng ti chnh, nhng s thch ring to mi thn thin;
- i vi khch hng l t chc: 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? Mua t mt hay nhiu nh cung cp? i th ca ngi bn l ai? Nhng ngi lin quan n quyt nh mua, khch hng quan tm n chnh sch mua hng no nh th no...vv
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Ni dung cn chun b trc khi tip xc vi khc 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 phmvv Bc 3: Gii thiu v dn chng sn phm: thc hin tt bc ny cn: - To n tng u tin: Trang phc thch hp, thi t tin, gy n tng tt bng nhng phong cch x giao trong kinh doanh mt cch lch s nh bt tay hi thm hay chn ch ngi;
- Xy dng mi quan h tch cc thn qua vic gii thiu: tn mnh, tn cng ty,

mc ch cuc ving thm, to bu khng kh thn thin ci m;


- Gii thiu sn phm: trnh by li ch cho khch hng, chng minh, nu cc cu

hi khch hng tham gia tch cc vo cuc m thoi, p ng nhu cu v mong mun ca khch hng;
- Li ch ca vic dn chng: Gi c s ch ca khch hng, tng s hiu

bit ca khch hng v sn phm, thng tin c lu gi lu hn, to cm gic v quyn s hu;
- Ni dung dn chng: Nm bt c khch hng quan tm n yu t no, ty

vo mc tiu mua, cc c trng tiu biu em n li ch g cho khch hng, trnh a ra qu nhiu chi tit lm khch hng kh tp trung. Bc 4: thng lng vi khch hng: Khi cho hng c th b khch hng phn i v: Khch hng cha c nhu cu, khch hng cha hiu r li ch sn phm, khch hng khng thch sn phm, khch hng cn thi gian suy ngh v quyt nh c mua hay khng, khch hng so snh vi sn phm khc... Khi gp s phn i ca khch hng ngi bn phi la chn chin lc thng lng ph hp. Cc gii php c th l: - Xy dng thi tch cc: tip nhn phn i mt cch thnh tht, nhit tnh, khng tranh ci, phi ng trn quan im ca khch hng;

Hiu r bn cht ca phn i: lng nghe k lng ton b phn i ca khch

hng, nh gi li phn i, tm mt s im tha thun v c gng khng th hin s gin d. Bc 5: kt thc cho hng. Khi kt thc, ngi bn hng cn c thi ph hp ty theo tng trng hp. - Khi khch hng ng mua th: Khng ngc nhin, khng th hin nim hn hoan, khng nh s la chn khch hng l ng, xy dng mi quan h lu di: x l nhng rc ri, thc mc ca khch hng sau bn hng. - Khi khch hng khng mua th: Khng nn ch nhanh chng, phn tch nguyn nhn tht bi, ngh gii php to c hi bn hng ln khc, cm n khch hng. Bc 6: Dch v sau bn hng. Tm quan trng ca vic thc hin tt dch v sau bn hng: Khch hng lp li vic mua hng, gii thiu vi cc khch hng khc, tho mn ti a nhu cu khch hng, xy dng mi quan h lu di, to th cnh tranh. Cc loi dch v sau bn hng l: - Bn sn phm ph h tr sn phm chnh; - Cho n, tr chm; - Giao hng tn ni; - Lp t sn phm; - Hng dn s dng sn phm; - Bo hnh bo tr sn phm. - Chm sc khch hng: thm hi, x l nhng rc ri ca khch hng. IV. QUN L I NG BN HNG Qun l lc lng bn hng l mt qu trnh hp nht vic nh gi thc hin ca nhn vin kt hp vi khen thng ti chnh v phi ti chnh. Gim c bn hng c trch nhim m bo lc lng bn hng phi hp thc hin cc mc tiu kinh doanh c thit lp, vic thc hin c nh gi, o lng chnh xc v cc chng trnh khen thng ph hp, c gi tr kch thch cao nhn vin bn hng. 4.1. Thit lp cc mc tiu v ln k hoch.

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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 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.. 4.2. Chng trnh lng thng cho lc lng bn hng 4.2.1. 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, kiu hnh vi bn b, ng nghip trong, ngoi cng ty. i vi cng ty: chng trnh lng thng l cng c hiu qu trong 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). 4.3.2. Cc ch lng thng cho lc lng bn hng. - 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:
o Cng ty c th tnh ton, xc nh trc c cc chi ph; 11

vic thc hin bn mc tiu:


o o o o

o n gin trong vic thit k k hoch lng thng; o 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. - 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. hng. Hn ch: S kim sot th trng, khch hng ph thuc hon ton vo nhn vin bn hng. Cng ty kh khn trong vic qun l nhn vin bn hng. Hnh thc ny ph hp khi cc cng ty mi thm nhp vo th trng mi, s dng nhn vin hng hoa hng tip cn khch hng hoc cng ty khng ti chnh b p cho lc lng bn hng vi lng c nh, hay khi nhn vin bn hng c nh hng. - 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. - 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. 4.4. 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
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u im: To c s khuyn khch mnh i vi nhn vin bn hng nng nng sut bn

c s nhit tnh, cn mn trong cng vic thng ny qua thng n, nm ny qua nm khc? Chng ta c th ng vin theo 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; - Cc giai on s nghip ca nhn vin bn hng gm c nhng giai on sau: Giai on thm d, Giai on thit lp, Giai on gi gn, Giai on tch ra. mi giai on s nghip ca nhn vin bn hng Gim c bn hng c th c nhiu bin php thc hin vic kch thch, ng vin i vi nhn vin bn hng:
o 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;


o 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 4.5. nh gi lc lng bn hng. 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 thiVic 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 4.5.1. 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: - Lng bn hng: Doanh s, sn lng bn hng, doanh s, sn lng bn hng theo sn phm. Doanh s, sn lng bn hng theo loi khch hng; - T l bn hng: Lng bn hng thc hin so vi hn ngch bn hng, th phn t c; - Li nhun theo sn phm, loi khch hng;
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- n t hng: S lng n t hng, gi tr trung bnh n t hng, s lng n t hng b hy; - 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 trn 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. 4.5.2. 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. 4.5.3. 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.

4.5.4. 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 :
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- Thng, cc hnh thc khen ngi cng khai; - bt; - Cc hot ng khc phc, ci thin kt qu cho thi gian sau; - Cc bin php tiu cc: ging chc, sa thi TM TT CHNG c th to ra mt i ng bn hng chuyn nghip th doanh nghip phi thc hin cng tc tuyn dng, hun luyn v qun l i ng bn tht tt: Ni dung ca cng tc tuyn dng : - Ngun tuyn dng: Ngun tuyn dng nhn vin bn hng cho Cng ty thng c ly t mt s ngun nh: trong ni b Cng ty, ngun t cc Cng ty i th, khch hng, nh cung cp, trng hc v mt s ngun khc nh nh qung co trc tip hoc cc trung tm gii thiu vic lm; - Qu trnh tuyn dng thng c cc bc: Chun b tuyn dng, thng bo tuyn dng, thu nhn v nghin cu h s; - 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, trnh , kh nng lm vic, ng c v mc ha nhp; - nh gi sau khi phng vn thng c ghi chp li kh y vic la chn chnh thc c hiu qu hn. Cng tc hun luyn i ng bn hng: - 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.. ; - 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. Qun l i ng bn hng:

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- 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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