ti: 13 QUAN H LM VIC THN THIN

Thnh vin nhm: 7.2

1) Phm Th nh 2) Trn Th Thanh Hin 3) Trm Kim Hng 4) Nguyn Thanh Nhn 5) Nguyn Th M Tin

I.Tm tt tnh hung L c l mt vn ng vin ni ting, quen bit nhiu lc s, vn ng vin th thao v quan chc nh nc trong lnh vc th thao. Nhng thu nhp th thao khng l ng k, thu nhp chnh ca anh l nh cng vic bn hng. Anh thuc i ng bn hng ca cng ty Kin Cng chuyn kinh doanh dng c th thao v cc my mc luyn tp th lc ng dng k thut cao ca cc hng sn xut ni ting th gii nng cao thnh tch ca vn ng vin. L c nm bt c nhu cu mun khng nh mnh ca khch hng trung nin kh gi, hay nhu cu lm p ca khch hng cha ti tui trung nin v cc b m. Hn na, danh ting gip anh nhanh chng tip cn v chinh phc khch hng, cho nn vic bn hng ca anh kh d dng, song nguyn tc ca anh l ch gii thiu nhng th tht s cn thit v cht lng cho khch hng v mun gi danh ting th thao. Gn y cng ty yu cu anh t ch tiu bn hng cao hn vi vic bn my mc t tin, k thut hin i nhng hiu qu khng cao. Anh ngh cch vn l vn ng vin c nhiu bn b ng thi li l ngi bn hng gii. Anh ngh n vic chuyn qua bn cc mt hng th thao do cc x nghip trong nc sn xut vi gi r v thch hp vi cng chng hn. II.Phn tch tnh hung Cng ty Kin Cng: Cng ty thm nhp c nhiu phn khc th trng khc nhau v ch ng tm kim khch hng vi mt h thng phn phi bn s, l v mt i ng bn hng mnh m. Sn phm ca cng ty c li th v mu m a dng, ng dng k thut cao, mang thng hiu cc hng ni ting th gii. Tuy nhin cng ty cha xc nh th trng mc tiu c th cng nh cha nh v c sn phm m cng ty hng ti. Hn na, chin lc ca cng ty gn y c vn khi v mc tiu li nhun m p t nhn vin bn hng phi y mnh bn cc sn phm gi cao, hiu qu thp t ch tiu doanh s. iu ny khng nhng gy p lc cho nhn vin

m cn dn n nguy c mt nhn vin bn hng do bt mn, h ly theo l mt i mt lng khch hng ng k do nhn vin em li. L c: Anh l mt nhn vin bn hng y tim nng vi li th v danh ting, uy tn c sn, c mi quan h rng ri, li l ngi hot ng th thao nn anh d dng nm bt c tm l cng nh nhu cu ca khch hng. Do vy, anh d dng tip cn v chinh phc khch hng ca mnh. Song, do l vn ng vin ni ting nn vn gi danh ting vi anh rt quan trng. Anh bn hng vi nguyn tc da trn li ch ca khch hng ch khng chy theo doanh s. iu ny mu thun vi mc tiu li nhun ca cng ty. Do vy, L c buc phi tm cch gii quyt mu thun ny sinh ny. Hoc l anh tm cch va l mt ngi bn hng gii ca cng ty, va gi c danh ting v mi quan h, hoc l ri khi cng ty kim mt ni lm vic thch hp hn. III. Gii quyt tnh hung: Cu 1: C g mu thun trong vai tr ca mt vn ng vin ni ting v vai tr ca mt ngi bn hng? Vn ng vin ni ting Danh ting th thao ca mnh ln hng u. Ch gii thiu nhng th tht s cn thit. Da trn nhu cu bn sn phm. Khch hng tinvo danh ting v uy tn m t tm n mua sn phm. Uy tn c sn Duy tr dc danh ting ca mnh hng Cu 2: Phi to dng lng tin v uy tn i vi khch hng Duy tr mi quan h vi khch Ngi bn hng t doanh s ln hng u. Ch cn bn c sn phm,t c doanh thu To ra nhu cu cho khch hng T tm kim khch hng

Quan im tip th ca cc nh sn xut nc ngoi y mnh hng ha p dng k thut cao nhng phi bn vi gi cao khng nh danh ting ca mnh v b p chi ph nghin cu ci tin sn phm c ng khng? Gi sn phm lun l vn m bt c doanh nghip no khi bc vo kinh doanh cng phi tm. Trc ht, gi c lin quan trc tip n doanh thu, n li nhun ca cng ty. K n, gi sn phm quyt nh mnh m vo quyt nh mua hng ca ngi tiu dng. V th vic nh gi chnh l mt trong nhng yu t quan trng nht quyt nh s thnh cng ca doanh nghip. a phn nhng cng ty nc ngoi c xu hng y mnh hng ha p dng k thut cao nhng phi bn gi cao khng nh danh ting ca mnh v b p chi ph nghin cu ci tin sn phm. Quan im ny c p dng rt thnh cng trong mt s cng ty nc ngoi khi tung ra sn phm. Tuy nhin quan im ny khng hon ton ng trong tt c trng hp. V gi lun i lin vi mt th trng hay mt i tng khch hng nht nh. Quan im ny ch ng trong cc trng hp nh: Sn phm l sn phm mi trn th trng Sn phm to ra c nhiu gi tr cho khch hng hn nhng sn phm cng ngnh Sn phm ch phc v cho mt phn khc th trng nht nh Mt sn phm mi hin din trn th trng c tnh sng to cao c khi ng th chi ph nghin cu v pht trin c kh nng tng cao. V vy nhng sn phm ny thng c nh gi cao b p cho chi ph nghin cu v ci tin sn phm . Nhng sn phm ny thng c nhm vo i tng sn sng m hu bao c lm ngi tin phong, t xy dng c danh ting trong lng khch hng. Tuy nhin khi sn phm bc qua giai on bo ha, gi c c xu hng gim c thm khch hng v i u vi cc sn phm thay th khc. Sn phm ch phc v cho mt th trng c bit: ch c nhng ngi c nhu cu mi s dng,

Khc vi nhng sn phm ph thng m khch hng c nhiu s la chn trn th trng, mt quyt nh v gi c th lm tng hoc gim nhu cu ca khch hng i vi sn phm . Do i vi nhng sn phm thng thng, nu nh gi qu cao, khch hng c th chuyn sang s dng nhng sn phm thay th khc. Ngc li, i vi mt sn phm ch phc v cho mt th trng c bit, ch c nhng ngi c nhu cu mi s dng th vic nh gi cao khng lm h thay i nhu cu. Cng ty c danh ting t trc . i vi mt cng ty c danh ting t trc th vic tung ra sn phm c k thut cao, vi gi cao khng nhng p ng c nhu cu ca khch hng m cn c th lm tng gi tr ca khch hng. T ngy cng khng nh thm danh ting ca cng ty. Tm li: Gi sn phm lun l vn m bt c doanh nghip no khi bc vo kinh doanh cng phi tm. V gi c lin quan trc tip n doanh thu, n li nhun ca cng ty, quyt nh mnh m vo quyt nh mua hng ca ngi tiu dng. Bng cch nh gi cao ban u, mt cng ty c th b p c chi ph nghin cu, ci tin, xy dng hnh nh cht lng cao cho sn phm ca mnh v to dng c danh ting ca cng ty.

Cu 3: Ngi bn hng lu ng c cn ch n loi khch hng bnh dn c thu nhp thp khng? Ngi bn hng lu ng l ngi t i tm kim ngun khch hng cho mnh ch ko phi ngi i khch hng tm n, cho nn, ngi bn hng lu ng nn ch ti loi khch hng bnh dn v: tng lp bnh dn chim phn ln dn s trn dt nc Vit Nam v h l mt lc lng khch hng tm nng ln, di do. Vi nhu cu v pht trin nh ngy nay, th vic lm p v mong mun c 1 sc khe tt khng ch din ra trong tn lp thng lu m n cn ph bin rng ri tng lp bnh dn. Chnh v th m ngi bn hng lu ng nn hng ti loi khch hng

bnh dn. Cng ty kin cng l 1 cng ty bn hng lu ng lun i tm ngun khch hng mi th nn tp trung vo mng th trng phn khc bnh dn v y s l lc lng nng ct, ch yu mua v s dng sn phm ca cng ty trong tng lai

Cu 4: Cc mi quan h ring v uy tn ca L c c ng vai tr quan trng no trong ngh bn hng ca anh ta khng? Cc mi quan h ring v s ni ting ,uy tn ca L c ng vai tr quan trng trong ngh bn hng ca anh ta, v: - Anh ta c th tip cn vi nhiu khch hng c nhu cu v sn phm vt dng th thao, cc mi quan h i vi cc lc s, vn ng vin cng vi nhiu quan chc nh nc trong lnh vc s cng lm cho mi ngi tin tng hn vo sn phm ca cng ty ca anh ta. - ng thi anh ta cng to c uy tn cho cng ty cng nh sn phm nh uy tn ca bn thn ch khng ging nh ngi bn hng bnh thng th phi t thn vn ng, ri t t mi to c uy tn i vi khch hng. - C c lng tin ca khch hng mt cch d dng dn n d dng bn c hng hn. - C thm nhiu khch hng mi nh uy tn v thng hiu sn c, hoc t nhng khch hng trung thnh gii thiu, truyn nhau v mt hng m anh ta bn, dch v m anh ta cung cp. - Tn dng mi quan h ring, c khch hng sn v gii thiu khch hng mi thng qua bn b v cc mi quan h ring - Tn dng c cc mi quan h ring sn c t bn b v ngi quen c mt lng khch hng cho ring mnh, t vic tm kim khch hng mi thng qua nhng ngi quen bit ca nhng khch hng c s rt d dng. Cu 5: C th vn trung thc vi bn b ng thi vn bn cho h nhng mn khng tht s cn thit nhng rt t tin?

Khng th va trung thc vi bn b ng thi vn bn cho h nhng mn t tin. Bi v: - S lm mt tnh bn b, v khi mua mt mn t tin m khng tht s cn thit s khin cho ngi mua cm thy ging nh ang b la, m ngi la mnh th li l bn mnh, cho nn tnh cm bn b s b rn nt. - Uy tn ca ngi bn hng cng nh s tin tng i vi ngi bn mnh s b gim st nghim trng, t uy tn, s khng cn tin tng i vi mt ngi nhiu ngi bn khc cng s bit, nu trong trng hc th bn b v thy c u bit Uy tn ca ngi bn s suy gim khng ch vi mt ngi m l nhiu ngi. - T doanh thu bn hng s ngy mt gim st v mt uy tn vi nhiu ngi, v hnh nh ca ngi bn hng v hnh nh ca cng ty ngi bn cng nh hng rt nhiu. - Lm nh hng, suy gim n o c ngh nghip. Cu 6: Nu bn trong i bn hng ca L c nhng bn chng c thnh tch g trong th thao th bn s xoay s th no c nhng mi quan h tt vi khch hng? Thay v d vo thnh tch trong th thao xy dng mi quan h vi khch hng, bn c th hon ton lm c iu nu: Tm hiu r v cc tnh nng c bit cng nh li ch ca sn phm: T nhng kin thc chuyn mn v sn phm c c, bn c th to dng lng tin ni khch hng, t xy dng nn mi quan h vi khch hng. Tm hiu v khch hng: bng cch xem li nhng n t hng trc ca khch hng. T bit c nhng nhu cu, s thch, thi quen mua sm ca khch hng, liu khch hng c quan tm n th thao hay khng? Ch n cng vic kinh doanh v c nhn khch hng bn c th to dng nn nhng mi quan h chn tht. Hiu r khch hng chnh l con ng ngn nht xy dng nn mi quan h vi khch hng. Son tho sn mt khu hiu bn hng v nhng li gii thiu sn phm/dch v ca bn.

iu ny s gip bn xc nh c khch hng c th phn nn hay kh chu v iu g, qua bn s cho cc khch hng thy c sn phm/dch v ca bn p ng tt nhng nhu cu ca h nh th no. Nm bt c nhu cu hin ti ca khch hng: bng vic nm c nhu cu ca khch hng nm u p ng, to nn nhu cu mi ca khch hng t vn, bn s c th tin gn vi khch hng hn. Duy tr mi quan h vi khch hng: da vo danh sch nhng khch hng tng mua sn phm ca cng ty, bn c th duy tr mi quan h khch hng bng cch thng xuyn lin lc thm hi khch hng, ln k hoch hn gp khch hng, cho khch hng nhn thy rng mnh ang nhn c s quan tm To lng tin ni khch hng bng cch cho thy bn l mt chuyn gia thc th: bn c mt li th bn hng v s tr nn ng tin cy khi nhng d liu bn hng ca bn c nhm ti mt s i tng khch hng c th no . Hy cho bit bn a ra nhng sn phm phc v cho khch hng cao cp, ch khng phi khch hng chung chung. T nng tm gi tr ca khch hng ng thi to c s hi lng t pha khch hng. Xy dng cc mi quan h vi nhng vn ng vin th thao: Vi nhng mi quan h gy dng c vi nhng vn ng vin th thao, cng nh cho khch hng bit nhng sn phm m nhng sn phm nhng vn ng vin ny ang s dng l ca bn, bn c th to dng lng tin ca nhng khch hng am m th thao hoc nhng khch hng c nhu cu khng nh mnh. T s d dng hn trong vic tip cn khch hng v thit lp mi quan h vi h.