CHAPTER 2

Psychology and ethics of commerce

The concept of professional psychology, ethics and etiquette

What is psychology? There are several definitions of the term "science of the laws of development and functioning of the psyche as a special form of life", "science of the laws, and the development of forms of human mental activity." Psyche - this particular character, of persons temper.

Commercial psychology - is a professional psychology, which means the psychic activity of man in a commercial environment. The success of the merchant depends not only on its general training, but also on the commercial knowledge of psychology.

Commercial psychology for the merchant - is the ability to take into account the psychology of the buyer at all stages of the trade service: take into account the motives, reasons and goals that guide consumers when buying goods: individual, gender, age, national or other features of the demand; psychological characteristics of the impact of commercial advertising; psychology of fashion as a factor affecting the supply and demand. Commercial psychology involves the ability to make a favorable impression on the partner, supplier, buyer, and so on.

The concept of psychology are closely adjacent with the concepts of ethics and etiquette.

Ethics - the philosophical study of the moral value of human behavior and of the rules and principles that ought to govern it; moral philosophy. Professional ethics - a system of moral value of human behavior in any professional environment (group).

Etiquette - a word of French origin (étiquette), is a code of behavior that delineates expectations for social behavior according to contemporary conventional norms within a society, social class, or group. Distinguish following types of etiquettes: 1) Ordinary (modern); 2) diplomatic; 3) the court; 4) the military; 5) business (professional).

Modern etiquette inherited customs and traditions of almost all the nations of antiquity to the present day. The people of each country contribute to etiquette their amendments and additions due to the country's social system, the specifics of its historical development, national traditions and customs.

Personal and professional requirements for commercial employee

Commercial activity is the basis of the trading business and a merchant, hence - a key figure in the trade process. Most valuable as a professional skill of a merchant is the ability to enter into fair and mutually beneficial transaction. This quality depends on the personal and professional characteristics of the merchant. In terms of professional requirements merchant must have sufficient depth and breadth of specialized knowledge and skills in the areas:• purchase and sale of goods, including foreign trade operations; • marketing; • Management and Law; • accounting;• financing and taxation.

A century ago, the trading business was treated as an activity that does not require in-depth study and research. Now this interpretation of a merchant is primitive and absurd. Scope of knowledge in the commerce is much broader than in any other field. Merchant needs to know as much as the doctor, lawyer or architect. Knowledge of commerce is literally inexhaustible and covers a variety of subjects. To this we must add the regular innovation in the production of goods, trade, advertising and management. Often you can hear such a judgment: 'Give a man a small shop - and he will learn to trade. Will he learn? Hardly.

Business owners must know not only the basics, but the specifics and technical, financial and marketing policy. From the standpoint of the personal requirements a merchant must possess characteristics such as:

● willingness to take risks and take responsibility for it. But the risk needs to be skillfully. Risk - not reckless acting but rigorous calculation. Ability to take risks associated with the ability to anticipate and foresee all possible options;

● honesty, reliability, fidelity to the given word – in general all the requirements, without those impossible existence of a modern market; ● high spiritual and physical qualities. Must be willing and ability to carry out hard physical activity, work 12-14 hours a day, and consider it perfectly normal;

Professional requirements and qualifications should include:● Ambition not only for the enrichment, either to serve for own work; ● Initiative in search of additional tasks, resourcefulness, ingenuity; ● friendly to people, courtesy; ● leadership; ● responsibility; ● organizational skills; ● determination, speed and accuracy; ● perseverance and purposefulness.

Civilized merchant: ● convinced in usefulness of their work, not only for themselves

but also for others, for society and the state; ● based on the fact that the people around him, willing and able to work, strive to realize themselves with him;

● believe in commerce, regards it as an attractive art; ● recognizes the need for competition, but understands the need for cooperation;

● respects himself as a person, and any person as himself; ● respects any property, state power, social movements, social order, laws;

● trusts himself, but also to others, respects the professionalism and competence; ● appreciates education, science and technology, computer science, culture, respects the environment;

● strive for innovation; ● is a humanist.

Forming yourself as a merchant, you must be polite, considerate, sensitive, friendly and fully manage your emotions; should form the image of a merchant, which guaranteeing success.

BUSINESS ETIQUETTE ENTREPRENEUR-MERCHANT

Any merchant must possess the skills of professional conduct, following the etiquette of a business person, which includes: ● rules for the introduction and acquaintance; ● rules of business conversations; ● rules of business correspondence and telephone conversations; ● requirements for appearance, manners, business suit; ● requirements for good speech and holding conversation; ● knowledge of business protocol and proceeding, and so on.

Rules of introducing and acquaintance.It is necessary to greet his companion first, preferably referring

to him by name and patronymic (should not be abused only name, and even in a shortened version – it will be imitation of an American style). In our country traditionally accepted respectfully call people by name and patronymic. The names can only be addressed to young people, if they do not mind it. Can be called by name, but with the mandatory addition of the word "sir" or "companion" (do not try to artificially elevate the appeal "sir" to the detriment of "companion" - it would show the cultural backwardness of the speaker).

In practice, business cards is widespread. They allow you to avoid confusion in reference to person. Handing someone a business card, you indicate the desire in the future to support the business and personal contacts. Cards are made mainly in white or pastel colored paper, where the hard copy should be printed last name, first name, job title, company address, phone number. If a merchant on business visits in organization or officials meetings, before they start a business conversation initially greet his companion first, referring to his name and patronymic, in "YOU", then introduce himself, his position, and then the purpose of his visit. Shaking hands and giving a business card.

Requirements for appearance, manners, business suits.

Business owners must always be neat, poorly tied tie or dirty shoes - evidence undemanding to yourself or indifference to others, absent-minded and unorganized. You should not wear bright colors or too colorful patterns (in the United States only once a week - on Friday - are allowed to wear jeans, shirts, instead of suits). Men are recommended costumes quiet tones and classic styles, one-color shirts, carefully chosen ties. Women advisable to wear classic suits, blouses, not to use any jewelry (badges, chains, rings, and so on) Avoid fashionable clothes, do not dress in men's style, hairstyle and shoes should always be in perfect order. Official reception requires certain clothes, as specified in the invitation: men - suit coat; women - evening dress. Need to look for own gait: walk with dignity should be firmly, straight, not waddle, do not bend.

Requirements for speechLiteracy, logic, emotional coloring of speech is a

prerequisite for any business contact. Pay attention to the use of words, their pronunciation, accentuation. Get rid of word-parasites "so to speak", “well then", "you know." Avoid arrogant and categorical tone. In general, as pointed out by Dale Carnegie, the ability to speak - in the shortest way to success (it takes a man to the top of public life, gives him a sense of self-confidence and raises above the crowd).

Business negotiations and deals

Most of the working time of a merchant is related for business negotiations and business correspondence in relation to a variety of commercial transactions. International and domestic experience has accumulated a lot of different recommendations in this area, the most common of which are the following. If you're looking quickly close the deal from the beginning to the partner demonstrate your own willingness to cooperate. And here comes into effect your ability to negotiate. Old fast offhand, they usually do not give a positive result, because in this case affects the unpreparedness of one or both sides. Before you start negotiating, whether it is a personal meeting or talks on the phone, just think about what to say, just imagine how many response options at the beginning of the conversation, and be configured for a positive response. Calling and introduce yourself, try to get the attention of a potential customer (partner) from the first words. For example: "We would like to enter into a contract with you to sell our products. We believe that YOUR trading company is solid. "

Try to be in the conversation as brief as possible in conjunction with clarity and courtesy. If necessary, ask the exact location and time of the new meeting. Need to think and to create an atmosphere conducive to making deals. Select the comfortable room (table, chairs, no phone), and no one should interfered your conversation. Scheme negotiations can take the following: greeting, presentation and introduction to the nature of the business transaction (purchase or sale of a particular commodity, mechandise the conclusion of a single transaction or a long-term contract, and so on) Proposed during the negotiations (an hour or two a day, and so on ), dialogue (the agreement on how to resolve disputes if they arise), end of conversation. Remember: it is easier to negotiate with in the head or on paper, the various options. First of all, determine whether your partner has a need for your product, as well as the right to buy them (license and so on) And the ability to pay for it.

Intentional deception

Partner approves something obviously untrue (for example, the origin of perfume France, but in essence - is Poland. Now in a market a lot of fakes, "Klima" for example. These perfumes instead of 40 only has 20 flavor components).

But what to do if you express doubt, demonstrate clearly hurt and even an insult? At the beginning of the negotiations should be emphasized that you separate all human problems (in this case the offense) from business (qualitative condition of the goods) and want to check out all the factual statements of partner (it is appropriate that in the shop dealer has no doubt in your honesty, but does not give your purchase, while you did not paid).