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QTBH PDF
QTBH PDF
TI LIU HNG DN HC TP
QUN TR BN HNG
Trang
http://www.ebook.edu.vn 1
GII THIU MN HC
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Quyn sch ny l ti liu tham kho ph hp vi sinh vin
ngnh Qun tr kinh doanh, nhn vin bn hng c mong mun pht
trin s nghip, Gim c bn hng.
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Phn ny cung cp nhng kin thc hiu v cng vic ca
Gim c bn hng, cc phm cht cn c, nhng thun li, kh khn,
nhng vn o c cn quan tm ca Gim c bn hng.
Phn ny gii thiu cch thc thit k chng trnh hun luyn,
quy trnh hun luyn cho nhn vin bn hng, thc hin hun luyn
cc k thut bn hng, cc bc bn hng.
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Chng ny cung cp kin thc trong vic pht trin k hoch
lng thng, cc nn tng ng vin, cc thuyt ng vin trong
qun tr bn hng, quy trnh v cc tiu chun nh gi thc hin.
Ngoi ra, quyn sch ny cng gii thiu cc biu mu, cng c
h tr cng vic qun tr bn hng.
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Ngi hc cng nn dnh thi gian tm hiu thm cc thng
tin trn mng v cc bo nh Thi bo kinh t Si Gn, Doanh nhn
Si gn, Si gn Tip th cng nh cc tp ch chuyn ngnh khc.
Tuy nhin, ngi vit cng nhn thc rng nhng thiu st
trong qu trnh bin son, in n l kh trnh khi v xin ghi nhn mi
phn hi, ng gp xy dng t ngi c hon thin quyn sch
ny trong nhng ln xut bn sau. Mi kin phn hi xin vui lng
gi v a ch mail:
thuyduong75@yahoo.com
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Chng 1:
KHI QUT V
QUN TR BN HNG
Cc bn thn mn,
A. MC TIU:
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- Hiu c vai tr ca cc n v kinh doanh chin lc
trong chin lc tng th ca cng ty.
- Xc nh c ni dung ca chin lc th phn v
chnh sch v lc lng bn hng.
- Nm vng c cc cch thc thit k m hnh t chc
lc lng bn hng v ng dng vo thc t mt cch
ph hp.
B. NI DUNG CHNH:
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tuy nhin, h u c chung nhim v l xy dng v pht trin lc
lng bn hng cho cng ty mt cch tch cc v hiu qu nht nhm
t mc tiu chung ca t chc.
1. Mc tiu v nhn s:
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pht hp l vi mt phong cch lnh o v qun tr y tnh thuyt
phc. lm c iu ny th trng tm vn l mi quan h gia con
ngi vi con ngi m c th l gia ngi qun l v nhn vin ca
mnh vi s n lc ca c hai pha. S phi hp nhp nhng v tinh
thn lm vic tp th vi hiu sut cao s em li s thnh cng cho
hot ng kinh doanh ca b phn bn hng.
10 http://www.ebook.edu.vn
III. CHIN LC TNG TH V QUN TR BN HNG:
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(Unit manager) ph trch khong 10 nhn vin kinh doanh
(c gi l t vn ti chnh - Financial consultant).
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Giai on xy dng th phn: Giai on ny cng ging nh
giai on gii thiu trong chu k sng ca sn phm. Mc tiu bn
hng c bn trong giai on ny l c gng gia tng c doanh s v
thit lp quan h cht ch vi cc im phn phi; nh vy trong giai
on ny, nhim v trng yu ca lc lng bn hng l tip xc
khch hng tim nng, khch hng mi, quan h cht ch v kim sot
tt cc im phn phi i l v gi c v doanh s, cung ng dch v
h tr mt cch kp thi nht ng thi thu thp cc thng tin v s
phn hi t th trng cng y cng tt... Nh qun tr trong giai
on ny phi c chnh sch c th v lng theo hiu qu v cc
khuyn khch khc c bit dnh cho nhng nhn vin vt ch tiu v
y mnh vic tiu th cc sn phm mi.
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lc lng bn hng cn xc nh loi khch trin vng nht tip cn
v theo ui. Giai on ny chnh sch cho lc lng bn hng s l
lng cng hoa hng v tin thng da trn kh nng gi vng th
phn v gia tng khch hng.
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hng, gim hng d tr. Khi tip xc vi khch hng nhn vin cn c
gng gim lng hng tn kho v d tr xung v thm ch trong mt
s trng hp h cn phi tm ngun cung cp mi cho nhng khch
hng cn cn sn phm ny. giai on ny lng l chnh sch c
bn ca nhn vin bn hng.
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lng h tr mnh m cho lc lng bn hng bn
ngoi.
- Lc lng bn hng bn ngoi: Lc lng ny thng
c t chc theo vng a l. Nhn vin bn hng c
trch nhim tip xc trc tip vi khch hng thng
thng l ti a bn kinh doanh ca khch hng. y
l lc lng c dng kh ph bin trong cc ngnh
hng tiu dng, dch v v hng cng nghip. Lc
lng ny thng kh ng o tuy nhin, h thng
c o to kh bi bn, am hiu tt v sn phm v
thng c tinh thn cu tin, mong mun c thu nhp
tt v c hi thng tin; do vy cn thit lp chnh sch
v cch thc qun l sao cho hiu qu nht l cng vic
rt cn thit ca nhng nh qun tr.
b. i l theo hp ng:
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kim chi ph, xm nhp th trng thun li hn v qun l hiu qu
hn i vi cc mng li phn phi.
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y l cch thc phn b theo vng lnh th chng hn nh
min Nam, min Trung v min Bc, mi min s c mt ngi chu
trch nhim chung v li nhun, qun l v iu hnh hot ng ti
khu vc ca mnh cho thng sut. Di ngi qun l theo vng hay
khu vc ny lun c cc nhn vin bn hng c phn cng ph
trch v tin hnh hot ng ti nhng khu vc trc thuc nh hn.
M hnh ny s trit tiu hon ton kh nng hai hay nhiu nhn vin
ca cng mt cng ty n tip xc cho bn cho cng mt khch
hng. u im ca m hnh ny l tit kim c chi ph qun l,
cp qun l d kim sot v m nhim cng vic hn, nhn vin cng
xc nh r trch nhim cng nh nhng nc thang thng tin mt
cch r rng. M hnh ny ph hp khi sn phm l tng i ng
dng v khng c nhiu i hi v dch v ph t pha khch hng.
Chng hn, cc cng ty kinh doanh cc sn phm v nc khong,
nc gii kht thng chn m hnh ny.
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y l c cu t chc da trn cc c im ca khch hng
nh quy m, hnh vi mua sm v yu cu v s dng sn phm. C
cu t chc ny ngy mt tr nn ph bin v thch ng vi th
trng mt cch tt nht th lc lng bn hng phi nm r c im
ca khch hng, nhng yu cu c bit v s i hi khc nhau ca
tng loi khch hng. Nhn chung, nhng khch hng ln thng i
hi kh nhiu v dch v, chnh sch gi v s chm sc tn tnh t
pha cc nhn vin bn hng thm ch h cn chnh l ngi c nh
hng mnh m n tnh cht ca hng ha cung cp v c th c
nhng i hi cao hn v mu m nh thit k ring theo n hng
chng hn. Bn cnh , vic s dng sn phm ca khch hng cng
l mt yu t c nh hng quan trng. Cng mt sn phm nh nhau
nhng nhng khch hng khc nhau s c cch s dng khc nhau.
iu ny khin cho cng ty phi c chin lc ring i vi tng
loi khch hng. Hng IBM c cch thc thit k lc lng bn
hng nh sau: mt nhm s ph trch khch hng l cc t chc ti
chnh, nhm khc ph trch khch hng l nhng hng sn xut v
nhm th ba ph trch khch hng l nhng t chc cng. L do ca
cch thc t chc ny l IBM nhn thy rng v c bn th phn
cng my tnh c th s dng nh nhau tuy nhin mi mt loi hnh
kinh doanh hay t chc th cch thc ng dng phn mm my tnh
vo cng vic li kh khc nhau do vy khch hng rt cn c t
vn v h tr v dch v. Vic t chc theo dng ny gip IBM tit
kim c chi ph, chu o hn trong dch v v c khch hng
ngy mt tin tng hn.
d. C cu t chc hn hp:
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b nhn vin da trn c im ca khch hng v vng a l. M
hnh ny s ti u ha c nhng dch v v cht lng phc v
khch hng.
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hoch nh chnh sch, xy dng v qun l, gim st lc lng nhn
vin bn hng phi c trin khai ng b vi s hp tc nhun
nhuyn gia cp qun l v nhn vin l yu cu v cng quan trng
i vi doanh nghip. Hin nay Vit Nam tham gia vo T chc
thng mi th gii (WTO),do vy cc doanh nghip phi nm r cc
quy nh php l c lin quan, ci tin nng lc ca i ng bn hng
v c cu t chc tng sc cnh tranh trn th trng.
Xa hoi Kinh te
Phap ly/
ao c Chnh tr
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TM TT
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theo c im khch hng v cui cng l cch thc t
chc hn hp.
- Mt cng ty hot ng ti th trng ni chung v trong
vic qun l bn hng ni ring lun chu s tc ng
ca cc yu thuc mi trng v m. Bn cnh , mi
trng vi m ca cng ty cng cn phi c t chc
v qun l sao cho hiu qu v thch ng nhy bn
nht vi cc thay i t bn ngoi. y chnh l hot
ng qun tr bn hng trong ci nhn tng th nht.
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CU HI N TP
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Chng 2:
Chng th hai ny s cp n mt vn c th hn l
bn cht ca ngh bn hng. Cc bn s c lm quen vi mt s
khi nim v quan im v ngh bn hng; ng thi chng ta s c
mt s bi tp tnh hung trong bi ny cc bn phn tch v rt ra
nhng bi hc cho chnh mnh khi tham gia kinh doanh.
A. MC TIU:
http://www.ebook.edu.vn 25
B. NI DUNG CHNH:
I. KHI NIM:
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Hot ng bn hng c nhng vai tr c bn nh sau:
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Lch s ca ngh thut bn hng gm bn thi k: thi k trc
khi bt ngun, thi k bt ngun, thi k pht trin nn mng, thi k
tinh lc v hnh thnh.
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Trong thi k ny mt s cng ty c m hnh kinh
doanh rt hiu qu thng qua vic thit lp mt lc
lng bn hng gp v giao dch trc tip vi khch
hng.
- Thi k pht trin nn mng (1870 1929): Thi k
ny sn xut pht trin kh mnh m i hi phi
c tiu th i tr. y l thi k cc nh sn xut
c tnh chuyn mn ha cao, tp trung cnh tranh v
nng lc sn xut v sn phm, do vy h rt cn
nhng nh trung gian phn phi sn phm cng nhiu
ni cng tt. Thi k ny a n vic cc nh bn
l c quy m mang tnh chuyn nghip cao hnh thnh
khp ni cng vi lc lng ng o nhng nh i
din cho nh sn xut, cc i l... cng vi s pht
trin mnh m ny l cc quan im, kinh nghim bn
hng c c kt v tr thnh mt mn hc khng th
thiu trong cc trng hc v kinh doanh. Ngay c
cng vic bn hng cng c phn b li theo cp
bc, xc nh tnh cht v vai tr, c chun ha qua
cc kha o to v c nh gi ng trong hot
ng ca mt t chc. Mt s ni lc lng bn hng
cn c b tr khng ch theo vng a l m cn c
sp t theo c cu ngnh hng hay khch hng.
- Thi k tinh lc v hnh thnh (t 1930 n nay): Cuc
khng hong kinh t th gii nm 1930 a n vic
rt nhiu cng ty phi thc s tm ra nhng li i ring
cnh tranh hn v hiu qu hn, y cng chnh l mt
trong nhng ng lc thc y s tin trin tt p hn
trong ngh thut bn hng. Thi gian ny xut hin xu
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hng hot ng sn xut kinh doanh phi hng vo
phc v v tha mn khch hng. Nhng i din bn
hng khng ch cnh tranh bng s khn kho m h
phi cung ng dch v tt nht, phc v tt nht vi
cht lng tt v gi c cnh tranh. Chnh s pht trin
ca nn kinh t th gii c bit l t nm 1950 tr i
thc y cc cng ty pht trin hn na lc lng
bn hng, hon thin chnh sch qun l, nh gi, xc
nh tt hn cc chi ph v tnh hiu qu ca cng vic
nh qun l tt nhng cuc giao dch bn hng v cch
thc phn b thi gian, chi ph, cng sc phc v
nhng khch hng hng u. C th ni giai on ny
ngi bn hng chuyn vai tr t ngi cung cp
hng ha thnh ngi thuyt phc hiu qu hn v cao
hn na l ngi gii quyt vn v sng to nhng
gi tr cho khch hng.
30 http://www.ebook.edu.vn
Nhu cau Nhu cau Nhu cau Nhu cau dai
nh ngan han ngan han ngan han han cua hai
hng cua ngi cua ngi cua ngi ben
ban ban ban
Vai tro Ngi cung Ngi Ngi giai Ngi sang tao
ngi ban cap thuyet phuc quyet van gia tr
e
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ngi khc theo hnh thc mua t bn on v cui
cng l cc i l v nh mi gii.
- Theo i tng mua: c nhng ngi bn hng cho
ngi tiu dng, bn cho khch hng cng nghip, bn
cho khch hng thng nghip, bn xut khu.
- Theo chc danh: c cc chc danh nh nhn vin bn
hng, i din bn hng, gim st bn hng, trng
phng bn hng, gim c bn hng, ph gim c ph
trch kinh doanh, nhn vin t vn, ...
- Theo ng cp bn hng: c hai loi chnh l ngi
thu thp n hng v ngi to ra n t hng. Ngi
thu thp n hng mang tnh th ng ch i khch
hng yu cu v cung cp cho khch hng chng hn
nh nhn vin nh sch. Ngi to ra n t hng l
ngi bit cch kch thch, khi gi nhu cu ca khch
hng, t vn, gii quyt cho khch hng trong tng
tnh hung c th. C th ni, ngi to ra n hng
cn phi c k nng bn hng cao hn so vi ngi thu
thp n t hng v d ng cp no th nhng
ngi ny cng lun cn c o to c th hon
thnh tt cng vic ca mnh.
1. Bn hng:
32 http://www.ebook.edu.vn
Trch nhim chnh ca ngi bn hng chnh l bn nhng
sn phm dch v ca cng ty mnh mt cch thnh cng thng qua
cc cuc giao dch, tip xc trc tip, giao dch qua in thoi hay
nhng dch v khch hng nh th t, t vn, gp g c nhn...
Nhng ngi bn hng cng hin s thnh cng cho cng ty v th
hin mnh qua doanh s bn hng.
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- K nng lp d bo: Khi ngi bn hng c nhim v
lp d bo v ngnh hng, v th trng... h phi c k
nng ny v phi nm vng cc thay i cng nh
trin vng ca th trng da vo thc t, kinh nghim
v linh cm ca bn thn.
- K nng hng dn, o to: Thng thng mt ngi
bn hng giu kinh nghim s m trch vic hng
dn o to cho nhng nhn vin mi vo. Ni dung
o to c th l nhng k nng bn hng chuyn bit,
nhng kinh nghim... v thc hin tt iu ny th
vic hun luyn thng c thc hin ngay khi lm
vic v trin khai hot ng ti khu vc hay a im
no ...
- K nng nh gi: Mt ngi bn hng cng phi bit
v c kh nng nh gi cc vn nh th trng,
khch hng, sn phm... nhng nh gi ny s gip
ch cho chnh cng vic ca h v l thng tin cn thit
cho hot ng kinh doanh tip th ca doanh nghip.
34 http://www.ebook.edu.vn
4. Nhng nhim v v marketing:
Bao gm hai cng vic chnh l thu thp thng tin v thi
hnh nhng chng trnh tip th.
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dch tip th m bo s thnh cng trn vn. Ngi
bn hng phi m bo cho cc chnh sch v khuyn
mi, trng by, qung co... ca b phn tip th c
thc hin y i vi tng khch hng. Trong
trng hp giao dch vi nhng trung gian thng mi
nh ngi bn bun v bn l th ngi bn hng cn
cn phi h tr tch cc cho cc hot ng tip th ca
nhng nh trung gian ny h c th bn c nhiu
hng hn v phc v khch hng tt hn. Nh vy,
nhng ngi lm cng tc bn hng cng cn c kh
nng v tip th v nm vng cch thc phi hp gia
hot ng bn hng v hot ng tip th hon
thnh tt chc nng ca mnh.
36 http://www.ebook.edu.vn
- V tm l: Ngi bn hng cn lun tch cc trong
cng vic, khng bi quan. H phi lun mm mng,
kin tr khi tip xc vi khch hng. Khng nhng th,
ngi bn hng phi lun ng x tt trong mi hon
cnh, gi bnh tnh, khng n o ph trng, khng b
lung lc v ht sc t tin. C mt im khc bit vi
ngi lm hnh chnh thng thng, ngi bn hng
lun trong t th sn sng, khng n h thi gian,
khng lm vic theo kiu n kng l ra v.
- Phm cht: Ngi bn hng cn t trng, c uy tn,
quyt on, phn ng nhanh nhy. y l nhng phm
cht m khng phi ai cng c sn, nhiu khi phi rn
luyn v hon thin mnh. Bn cnh , tnh hng
ngoi v mong mun c thu nhp cao, lm ch s thay
i s gip ngi bn hng thnh cng.
1. Nhng c hi:
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thit lp k hoch, t ch trong hot ng v bit tnh
ton. Ngi nhn vin ban u c th c mc lng
cha cao nhng h c tin hoa hng v tin thng
theo doanh s. Do vy, tch cc v c gng hn na
c nhiu n hng th c hi c thm thu nhp l iu
tt nhin.
- S a dng: y l c hi dnh ring cho cng vic
bn hng khi tip xc trc tip. Nhng nhn vin kinh
doanh c nhiu c hi tip xc vi nhiu loi khch
hng khc nhau trong nhng tnh hung hon cnh
ht sc phong ph. Chnh v vy, ngi bn hng phi
lun sng to v phn ng linh hot trong cc tnh
hung a dng ny. Ngay c ti cng ty, chnh sch bn
hng v sn phm cng lun c s thay i theo thi
gian, do vy, ngi nhn vin kinh doanh hoc thm
ch c nhng ngi c lin quan n hot ng ny
cng phi lun cp nht, lun hc hi p ng vi
nhng thay i ny. Nh vy, ngi bn hng l ngi
lun t lm mi mnh, linh hot v sng to trong mi
hon cnh y chnh l s a dng m khng phi
ngnh ngh no cng c c.
- C hi chng t kh nng c nhn: Ngi bn hng
ngay sau khi c tung vo lm vic thc t l h c
th chng t c bn thn thng qua doanh s, s
lng khch hng, s n hng, ch tiu t c... C
hi chng t bn thn ny thng r rng, nhn thy
mt cch kh d dng so vi cc cng vic khc.
- Tnh c lp: Ngi lm cng vic bn hng ni chung
thng phi chu trch nhim chnh v khu vc m
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mnh ph trch; do vy tnh c lp ca cng vic ny
kh cao. H thng t trin khai cng vic, bo co kt
qu cho ngi qun l v t vn hnh cng vic, t
qun l thi gian v cc mi quan h sao cho c hiu
qu nht. S ch ng v cng vic, thi gian chnh l
nhng yu t quan trng em li s c lp cho ngi
bn hng. Tuy nhin, s c lp ny phi lun trong
trng thi tch cc ngi bn hng va t c
thnh tch tt trong cng vic, i ng chin lc mc
tiu ca cng ty v va lm hi lng khch hng mc
tt nht.
- C hi thng tin trong ngh nghip: Ngy nay rt
nhiu ngi v tr qun tr cp cao xut thn t nhn
vin bn hng. Cng vic ny em li trin vng cao
cho nhng ngi c mc tiu thng tin trong ngh
nghip. V sao vy? n gin l v h c hun luyn
rt bi bn v giao tip v thit lp quan h, h c c
hi chng t mnh qua doanh s v li nhun t c,
c nhiu cch thc hng ti nhng nc thang cao
hn t nhn vin n cp qun l trung gian, ph trch
kinh doanh v iu hnh chung.
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2. Nhng kh khn:
3. Cc vn v o c:
40 http://www.ebook.edu.vn
lin quan n tng qu hay thc hin chng trnh khuyn mi. Sau
y l mt s hon cnh c th:
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kiu : c qua c li theo tng k bo co. Ngoi ra,
ngi bn hng trong cng i s c tinh thn tng tr
theo kiu che du nhng vi phm ca ng nghip, cng
nhau vi phm chnh sch ca cng ty v qua mt cp
trn.
- Cui cng l hin nay chng ta cn thy mt kiu lm
vic phi o c ca ngi bn hng nh trong lnh
vc bo him nhn th chng hn, h s c tnh thu ph
kh nhiu khch hng chim ot tin ca khch
hng hay chim dng tin cng n ca cng ty (thng
ri vo nhng ngi c v tr c giao khu vc qun
l).
42 http://www.ebook.edu.vn
- S lng ngi gia nhp lc lng bn hng ngy mt
ng o: khng nhng lc lng ng m cc chc
danh, cc v tr cng vic ngy cng tr nn phong ph
hn. Lc lng bn hng gia tng c v s lng v
cht lng, ngay c nhng ngi lm cng tc chuyn
mn nh k s, bc s... cng tham gia vo lc lng
bn hng gin tip hay trc tip v lm cho lc lng
ny tr nn hng hu hn bao gi ht.
- Cuc cch mng thng tin ton cu bng n dn n
ngi bn hng phi chuyn nghip hn trong cng
vic, c bit l s dng cc phng tin thng tin lin
lc hin i. Vic bn hng truyn thng qua gp g
trc tip c chiu hng gim dn thay vo l
vic kinh doanh qua mng chnh l thng mi
in t. Ngi bn hng no bit ng dng tt cng
ngh thng tin, p ng v mt tc x l v cung
ng th s chim li th hn. Bn cnh , nhng
ngi bn hng cng cn c k nng phn tch v tng
hp thng tin, c hiu bit su rng v sn phm, tm
l x hi v h cn tip xc vi khch hng trn c th
gii v phi phc v chu o tt c.
- Lut php bo v quyn li ngi tiu dng v trnh
dn tr ngy cng nng cao dn n ngi bn hng
phi ng x theo ng chun mc v o c v php
l.
- S cnh tranh gay gt ca th trng dn n s cnh
tranh gay gt ca nhng ngi bn hng. Ngi bn
hng ngy nay cn phi kho lo hn, chuyn nghip
hn, c trnh phn tch v ng dng kin thc kinh
http://www.ebook.edu.vn 43
t, cng ngh thng tin tt hn phc v cho vic
phn tch nh gi tnh hnh th trng, tm hiu i
th, chm sc khch hng, lp bo co theo yu cu
ca cng vic.
- Ngi bn hng ngy nay tuy cng vic mang tnh c
lp cao nhng h thng l thnh vin ca mt t chc
kinh doanh no do vy h phi lm vic mang tnh
chuyn mn ha cao v phi nm vng cc quy
nh, chnh sch cng nh tham gia vo cc hip hi
c h tr v nng cao kh nng cnh tranh.
44 http://www.ebook.edu.vn
TM TT
http://www.ebook.edu.vn 45
hnh, trch nhim v ti chnh v nhng nhim v v
marketing.
- Ngi bn hng cn phi p ng nhng iu kin
quan trng v tm l, v th cht, v tm l v phm
cht thc hin tt cng vic ca mnh cng nh
thnh cng hn na trong s nghip.
- Nhng thun li v kh khn m ngi bn hng
thng gp phi trong ngh nghip l trin vng v
thng tin, c hi kim tin, s a dng v c lp
trong cng vic; bn cnh h gp phi nhng kh
khn v p lc doanh s, p lc thi gian, p lc t
pha khch hng v vic phi thay i qu nhiu cho
yu cu ca cng vic.
- Mt s vn v o c m ngi bn hng hay gp
phi l cc quan h vi khch hng, quan h gia
ng nghip vi nhau v vi cp trn, cc gian ln v
chi ph, tin bc...
- Th k 21 vi s pht trin vt bc ca kinh t x hi,
cng ngh thng tin i hi ngi bn hng phi
chuyn nghip hn trong vic tip cn khch hng v
ng dng tt cc phng tin thng tin lin lc, phi
lun cp nht kin thc v hiu qu trong hnh ng
t c mc tiu ca bn thn v t chc.
46 http://www.ebook.edu.vn
CU HI N TP
http://www.ebook.edu.vn 47
Chng 3:
GIM C BN HNG
CHUYN NGHIP
Cc bn thn mn,
A. MC TIU:
48 http://www.ebook.edu.vn
B. NI DUNG CHNH:
I. KHI NIM:
1
Fundamentals of Selling, Sixth Edition, Irwin Mc Graw Hill 1999
http://www.ebook.edu.vn 49
quan h h tung. S thnh cng ca Gim c bn hng ty thuc
vo s thnh cng ca lc lng nhn vin bn hng v nhn vin bn
hng cn c s h tr ca Gim c bn hng thc hin cng vic
bn hng thnh cng. Nhng hot ng nhm gia Gim c bn
hng v i ng nhn vin bn hng s quyt nh s thnh cng ca
c nhm.
3. Tip th:
5. Ti chnh:
50 http://www.ebook.edu.vn
d bo doanh s ton b cng ty, doanh s pht trin ca tng khch
hng.
6. Quan h:
a. Quan h bn trong:
http://www.ebook.edu.vn 51
phm, cc chng trnh marketing v phng marketing
a ra chnh sch, chng trnh cn phng bn hng
s m nhim vic thc thi.
- Phng nghin cu v pht trin: tm hiu v khuynh
hng khch hng, th trng, sn phm
- Phng sn xut: hp tc trong vic lp k hoch d bo
tiu th, sn xut p ng nhu cu th trng, trnh
tnh trng thiu hay tha hng. Ngoi ra, Gim c
bn hng cn phi iu hnh knh thng tin phn hi
t th trng vi b phn sn xut ci thin cht
lng sn phm.
b. Quan h bn ngoi:
- Cc nh cung cp.
- Nh phn phi, i l tiu th sn phm, khch hng.
- i th cnh tranh: c thng tin v th trng, khch
hng Tuy nhin, Gim c bn hng cn thn trng
trong nhng mi quan h ny.
- Cc t chc doanh nghip, hip hi: mang n c hi
gii thiu cng ty, sn phm, cc c hi hp tc kinh
doanh
- Cc t chc chuyn mn: cc t chc o to hun
luyn, cung cp dch v
52 http://www.ebook.edu.vn
III. T NHN VIN CHO HNG N GIM C BN
HNG:
http://www.ebook.edu.vn 53
hiu r v cc nhn vin bn hng a ra cc
chng trnh pht trin ph hp. Gim c bn hng
cn phi thit lp cc mi quan h tt vi cc Gim c
phng ban khc.
- Vai tr: Gim c bn hng phi thng qua cc nhn
vin bn hng t c mc tiu. iu ny i hi
Gim c bn hng phi thit lp mc tiu cho cc
nhn vin bn hng, to ra c s hp tc ca h, h
tr h t c mc tiu ra.
- Qun l hnh chnh: Gim c bn hng l mt thnh
vin qun tr ca cng ty v ng nhin phi thc
hin cc cng vic v qun l hnh chnh i vi b
phn bn hng.
- K nng yu cu cho cng vic: nhn vin bn hng
cn kin thc chuyn mn hon thnh cng vic.
Gim c bn hng, ngoi kin thc chuyn mn, cn
phi c b sung nhiu k nng khc nh truyn t,
hoch nh, lnh o, khuyn khch, hun luyn.
54 http://www.ebook.edu.vn
ng hin nay, ngh bn hng c nh gi l c t l nhn vin dch
chuyn, thay i ni lm vic nhanh nht.
http://www.ebook.edu.vn 55
- Tnh cch qun l: tnh nht qun, s ph thuc, thng
minh.
- Nhn thn: tnh trng hn nhn, din mo
- Sc mnh trong t chc: lm vic vi mt Gim c
bn hng thnh cng, thi gian lm vic, kinh nghim.
- nh hng qun tr: kh nng qun l thi gian, thi
i vi chnh sch cng ty, mong mun thng tin.
- Trnh chuyn mn : bng cp.
- S dng tiu s: chia cc nhn vin bn hng thnh
cc nhm da trn tnh cch c nhn v chn ra nhng
nhm u tin, ph hp vi yu cu ca doanh nghip
la chn ng vin.
b. Xc nh cc ng vin:
56 http://www.ebook.edu.vn
- Phng nhn s.
- Gim c cc phng ban.
- Khch hng ca doanh nghip.
http://www.ebook.edu.vn 57
thnh cng trong qu trnh chuyn tip thng c xem l
kh khn nht, Gim c bn hng mi cn c thi hc hi: sn
sng hc hi, thay i, thch nghi, tm kim s h tr khi cn.
58 http://www.ebook.edu.vn
Thu nhp ca Gim c bn hng thng bao gm: lng, h
tr, thng doanh thu, hoa hng, phn trm li nhun t hot ng kinh
doanh ca cng ty, c phiu u i
VII. NHNG VN O C:
http://www.ebook.edu.vn 59
3. Gim c bn hng vi i th cnh tranh v khch hng:
60 http://www.ebook.edu.vn
TM TT
http://www.ebook.edu.vn 61
BI TP TNH HUNG
62 http://www.ebook.edu.vn
Chng 4:
D BO HN NGCH
A. MC TIU:
B. NI DUNG CHNH:
http://www.ebook.edu.vn 63
I. PHT TRIN CC K NNG LNH O:
1. Cc hnh vi lnh o:
2
Jamers M.Comer, Qun tr bn hng, NXB Tp. H Ch Minh, 2002
64 http://www.ebook.edu.vn
Nhn vin bn hng thc hin chnh xc cc cng vic
m Gim c bn hng ra.
http://www.ebook.edu.vn 65
nng giao tip l rt cn thit Gim c bn hng thc hin hiu
qu cng vic.
66 http://www.ebook.edu.vn
- To nh hng: trong giao tip, nh lnh o c th p
dng cc chin lc sau gy nh hng:
http://www.ebook.edu.vn 67
- Khuyn khch chp nhn ri ro: khuyn khch nhn
vin bn hng sng to, a ra tng mi.
- L mt chuyn gia: Gim c bn hng c kin thc
chuyn su, l ngi cung cp gii php trong cc tnh
hung kh, khng tiu chun, ngoi kh nng gii
quyt ca nhn vin bn hng.
- S n gin: nguyn tc KISS keep it short and
simple: lm cho s vic, vn c nhn nhn, gii
quyt theo cch n gin.
68 http://www.ebook.edu.vn
Mc ch ca vic phn nh l nhn ra c cc yu t nh
hng n tnh hnh kinh doanh mt cch r rng, cc vn nh
hng n vic tng hay gim doanh s thuc khu vc no. Da trn
c s phn tch ny, Gim c bn hng tm bin php tng doanh s
bn hng ca khu vc, sn phm, i tng khch hng gp phn
tng doanh s bn hng ton cng ty.
http://www.ebook.edu.vn 69
Bng 4.1: Phn tch doanh s bn hng theo khu vc
Ch Thc Ch Thc
- So ca hieu hien co
- So ca hieu ban c
Thng hieu A
Thng hieu B
70 http://www.ebook.edu.vn
2. Phn tch chi ph:
http://www.ebook.edu.vn 71
Bng 4.2: Phn tch chi ph n
Chi ph
Chi ph
72 http://www.ebook.edu.vn
- Tip cn gi thnh: gi thnh ca sn phm khc nhau
gia cc khu vc khc nhau do chi ph bn hng khc
nhau, phn b chi ph c nh khc nhau.
- Tip cn li gp: trong cch tip cn ny, ch tnh n
chi ph bin i:
n v tnh: triu ng
KHU VC TONG
Chi ph co nh 56 60 52 66 234
http://www.ebook.edu.vn 73
Li gp Doanh thu rng
ROAM =
Doanh thu rng Ti sn s dng
n v tnh: triu ng
KHU VC TONG
74 http://www.ebook.edu.vn
Li tc cn li (Residual income RI)
n v tnh: triu ng
KHU VC TONG
http://www.ebook.edu.vn 75
III. D BO BN HNG:
1. Qu trnh d bo:
76 http://www.ebook.edu.vn
- T trn xung: d bo bn hng c thc hin
mc kinh doanh chung hoc chin lc. Sau ,
doanh s bn hng c d bo s c phn chia ra
cho tng khu vc.
- T di ln: nhn vin bn hng gi ln d bo bn
hng cho tng sn phm, khu vc khc nhau.
V d: S = 10.000 X1 + 2.000 X2
http://www.ebook.edu.vn 77
S: khi lng bn
Sn+1 = Sn d (%)
d: % d bo tng trng
n
(S i )
F = i = 1
n
F: d bo bn hng
78 http://www.ebook.edu.vn
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...).
http://www.ebook.edu.vn 79
- Hn ngch v ti chnh: hn ngch c xc lp da
trn cc ch tiu ti chnh.
80 http://www.ebook.edu.vn
Lng hng bn c/khch hng
2. Mc ch lp hn ngch:
http://www.ebook.edu.vn 81
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:
4
Jame M.Comer, Qun tr bn hng, NXB Tp. H Ch Minh, 2002
82 http://www.ebook.edu.vn
Cc phng php xy dng ngn sch: hai phng php c bn
xy dng ngn sch c p dng l:
http://www.ebook.edu.vn 83
Bng 4.6: Chi ph bn hng
SO TIEN Chi ph
KHOAN CHI Doanh so
(trieu ong)
84 http://www.ebook.edu.vn
TM TT
http://www.ebook.edu.vn 85
BI TP TNH HUNG
Bi tp 1:
Bi tp 2:
Bit rng:
86 http://www.ebook.edu.vn
Chng 5:
CA LC LNG BN HNG
A. MC TIU:
http://www.ebook.edu.vn 87
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:
88 http://www.ebook.edu.vn
v c th s dng nhiu hn mt cch tng nng sut bn hng ti
mt thi im nht nh.
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:
http://www.ebook.edu.vn 89
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.
90 http://www.ebook.edu.vn
Vi:
ATt: thi gian qun l hnh chnh (hp hnh, bo co) trong thi
k t.
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.
http://www.ebook.edu.vn 91
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.
1
2 2.000 4.000
3 2.400 6.000 3.000
4 2.500 7.000 4.000
5 2.500 7.500 4.800
6 2.500 7.500 5.300
7 5.400
8 5.400
92 http://www.ebook.edu.vn
b. Phng php phn loi khch hng theo ABC:
c. Phng php u t:
5
Jamers M.Comer, Qun tr bn hng, NXB Tp. H Ch Minh, 2002
http://www.ebook.edu.vn 93
Bng 5.2: V th bn hng ca cng ty i vi khch hng
Mnh Yu
94 http://www.ebook.edu.vn
Gim c bn hng phn chia khu vc bn hng nhm mc tiu:
http://www.ebook.edu.vn 95
- 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
V d: n v hoch nh c bn l 12 qun.
96 http://www.ebook.edu.vn
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
Tim nng
/khu vc 33.2% 33.4% 33.4%
http://www.ebook.edu.vn 97
Bc 4: iu chnh thit k
Bc 6: Hon tt thit k.
1 2 1 2
3
98 http://www.ebook.edu.vn
3
http://www.ebook.edu.vn 99
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.
100http://www.ebook.edu.vn
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 101
BI TP
S lng S lng
STT Nhm khch hng
khch hng bn (chic)
Doanh nghip nh v va -
9 40 10
nc ngoi
Doanh nghip ln - nc
10 5 7
ngoi
11 C quan Nh nc Chnh ph 40 50
102http://www.ebook.edu.vn
Doanh nghip kinh doanh vn
12 50 120
chuyn hnh khch
http://www.ebook.edu.vn 103
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:
104http://www.ebook.edu.vn
- Cc tiu chun, phng php c s dng trong qu
trnh tuyn chn.
B. NI DUNG CHNH:
1. Cng ty:
http://www.ebook.edu.vn 105
2. Cc t chc trng hc:
106http://www.ebook.edu.vn
(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.
4. Cc ngun khc:
http://www.ebook.edu.vn 107
II. LA CHN:
ng vien
Loai
CV va n xin viec
Quyet nh la chon
108http://www.ebook.edu.vn
Hnh nh cng kh quan trng, c bit khi cn tuyn nhng v
tr cng vic c ch trng hnh thc.
2. Phng vn:
Mc tiu ca phng vn l:
http://www.ebook.edu.vn 109
(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.
(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.
110http://www.ebook.edu.vn
Cc cng ty thng a ra mt s tiu chun loi b ng
vin nh:
http://www.ebook.edu.vn 111
- 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?
112http://www.ebook.edu.vn
v cng ty, sn phm v gip cho ng vin tp trung tr li cng nh
t cu hi.
Mt s cu hi thng gp nh sau:
http://www.ebook.edu.vn 113
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.
114http://www.ebook.edu.vn
Sau khi t nhng cu hi phng vn, nh tuyn dng thng
ghi ch li nhng thng tin quan trng. Sau y l nhng thng tin cn
ghi li tin cho vic la chn:
- C ch v thi ca ng vin.
- n tng ban u.
- S t tin, s c lp.
- Kh nng lnh o, kh nng lm vic nhm.
- Kinh nghim ph hp mc no.
- Thnh tch ni bt.
- C mt mnh v mt yu no.
- C kh nng ln k hoch v ra chin lc hay
khng.
- C kh nng pht trin trong ngh nghip nh th no.
- C hoi bo v ch vn ln ra sao.
- S vng vng, chn chn.
- S trung thc v mc tin cy.
- Cam kt vi cng vic v cng ty.
3. Quyt nh la chn:
http://www.ebook.edu.vn 115
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
116http://www.ebook.edu.vn
http://www.ebook.edu.vn 117
BI TP
118http://www.ebook.edu.vn
Chng 7:
THC HIN
Cc bn thn mn,
A. MC TIU:
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.
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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.
Loai ra
Loai ra
Tong hp
Loai ra
Nhan vien
ban hang Huan luyen
Giao khu vc Tham nh chnh thc
mi
Loai ra Tham nh
Huan luyen
chnh thc
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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.
1. nh gi nhu cu:
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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...
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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.
3. nh gi ngun:
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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 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.
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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:
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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:
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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.
- Nhim v mi.
- Mua li c sa i.
- Mua li trc tip.
b. Qu trnh mua:
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.
- 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:
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.
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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.
mn v sn phm nh nc
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Bng 7.2: K hoch cho hng
17/10
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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.
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
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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.
3 F (feel-felt-found):
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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.
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-.
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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.
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TM TT
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BI TP
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Chng 8:
QUN L I NG BN HNG
Cc bn thn mn,
B. MC TIU:
C. NI DUNG CHNH
I. QUN TR I NG BN HNG:
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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.
Cc nh hng
ra bn ngoi
chng trnh
Thit lp
Thng Kt qu
mc tiu
thc hin
v ln
k hoch N lc
ng
vin Thng
Tha mn
nh gi
thc hin
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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.
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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
- Thc hin
- nh gi
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II. CHNG TRNH LNG THNG:
u im:
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- 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:
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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.
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cc l thuyt ng vin nh: thuyt nhu cu Masglow, thuyt yu t
kp Hertzberg, v thuyt mong i.
Nhu cu
Nhu cu: mc sng tt
c bn Hnh ng: Lng, thng c bn cho cuc sng
2. Thuyt yu t kp Hertzberg
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3. Thuyt mong i:
Thng/ n lc:
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IV. NG VIN V CC GIAI ON S NGHIP CA
NHN VIN BN HNG:
Giai on thm d:
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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 gi gn:
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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.
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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.
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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Gim c bn hng
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- Doanh s, sn lng bn hng theo loi khch hng.
(2) T l bn hng:
(4) n t hng:
- S lng n t hng.
- Gi tr trung bnh n t hng.
- S lng n t hng b hy.
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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
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- bt.
- Cc hot ng khc phc, ci thin kt qu cho thi gian
sau.
- Cc bin php tiu cc: ging chc, sa thi
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TM TT
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BI TP
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HNG DN TR LI
CU HI V BI TP
Chng 1
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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:
Chng 2
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 .
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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.
Chng 3
+ 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
+ Nhan vien ban hang cua cng ty lam viec kem hieu qua.
+ Nha phan phoi giam kinh doanh sn phm cua cng ty:
KHU VC TONG
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Chi ph bien oi 388 397 590 1.375
Khu vc 2:
2.2 Tnh li tc cn li RI
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KHU VC TONG
Nhn xt
Chng 5
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khch hng C: gia nh
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:
Chng 6
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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
Chng 7
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.
Chng 8
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