1. B GIO DC V O TOTRNG I HC M THNH PH H CH MINH TI LIU HNG DN HC TP QUN TR BN HNGBin son: ThS. TN THT HI ThS. H TH THY DNGTHNH PH H CH MINH 2009

2. MC LC TrangGii thiu mn hc ........................................................................... 2Chng 1 : Khi qut v qun tr bn hng ....................................... 7Chng 2 : Bn cht ca ngh bn hng.......................................... 25Chng 3 : Gim c bn hng chuyn nghip............................... 48Chng 4 : Lnh o phn tch d bo hn ngch lp ngn sch bn hng ................................................. 63Chng 5 : Qun l nng sut ca lc lng bn hng ..................... 87Chng 6 : Xy dng i ng bn hng: tuyn dng v la chn. 104Chng 7 : Thc hin chng trnh hun luyn ............................ 119Chng 8 : Qun l i ng bn hng .......................................... 141Hng dn tr li cu hi v bi tp ......................................... 160http://www.ebook.edu.vn1 3. GII THIU MN HC Sau khi Vit Nam gia nhp T chc Thng mi Th gii WTO, nhiu nh u t, trong c cc tp on ln hng u trnth gii nh: Intel, Wall Mart, Ford Motors, General Electric quan tm hn n th trng ny. Th trng si ng, hng ha adng, ngi tiu dng c nhiu la chn v sn phm hn p ngcho nhu cu ca mnh. iu ny cng c ngha cnh tranh tr nn gaygt hn gia cc nh cung cp trong vic tm kim th trng chothng hiu ca mnh. Cc doanh nghip n lc ti a gia tng tnhcnh tranh thng qua vic nh hng, pht trin chin lc kinhdoanh di hn, ci tin t chc sn xut, kinh doanh chuyn nghiphn v ng nhin con ngi c xem l yu t then cht to nns thnh cng. Vai tr ca cc nh qun tr c cao hn bao gi ht. Gimc bn hng thuc hng ng cc nh qun tr cp cao, c nhiu nhtuyn dng sn lng. Cc tp on a quc gia tm kim nhng Gimc bn hng l ngi trong nc hoch nh chin lc, thc hincc cng vic kinh doanh, cc doanh nghip trong nc cn nhngGim c kinh doanh gii c kh nng t chc b my bn hng hiuqu, c th cnh tranh tt trn th trng, ti u ha chi ph, linhun H c ch i ng thch ng nhng hin nhin yu cuv nng lc, s chuyn nghip trong qun tr bn hng v c nhng plc rt ln i vi cc Gim c bn hng. Kinh nghim, kin thcchuyn mn v cc cng vic qun tr bn hng l nn tng cho sthnh cng ca Gim c bn hng v y cng l l do ngi vitmong mun gii thiu quyn sch ny n ngi c.2 http://www.ebook.edu.vn 4. Quyn sch ny l ti liu tham kho ph hp vi sinh vinngnh Qun tr kinh doanh, nhn vin bn hng c mong mun phttrin s nghip, Gim c bn hng.Quyn sch ny c thit k nhm cung cp cc kin thc cbn, t duy trong vic thc hin cng vic qun tr bn hng: giithiu v cng vic bn hng v qun tr bn hng, nhng k nng cnthit i vi Gim c bn hng nh lnh o, phn tch, d bo bnhng, lp hn ngch, t chc i ng bn hng, qun l v lm tngnng sut ca lc lng bn hng, qun tr i ng bn hng Cckin thc ny c sp xp thnh 8 chng theo trnh t nh sau:Chng 1: Khi qut v qun tr bn hngPhn ny gii thiu tng quan v qun tr bn hng, cc cngvic lin quan n qun tr bn hng, mc tiu hng vo con ngiv hng vo li nhun, cc yu t mi trng v ni b nh hngn hot ng bn hng, chin lc v c cu t chc trong mtdoanh nghip. Chng ny cng trnh by mt cch c th cc u vnhc im ca cc m hnh t chc lc lng bn hng.Chng 2: Bn cht ca ngh bn hngChng ny s gip sinh vin lm quen vi khi nim v nghbn hng, lch s ca ngh bn hng, nhng chc nng v nhim vca i din bn hng, nhng phm cht v k nng cn c ca mti din bn hng.Chng 3: Gim c bn hng chuyn nghip http://www.ebook.edu.vn 3 5. Phn ny cung cp nhng kin thc hiu v cng vic caGim 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.Chng 4: Lnh o, pht trin cc k nng, d bo bn hng, ra hn ngch v ngn sch Gim c bn hng l nh lnh o, cn thit pht trin nhngk nng lnh o nh giao tip, chin lc to nh hng Cc k nng v phn tch, d bo bn hng t ra hnngch, lp ngn sch chi tiu cng l nhng k nng khng th thiuca Gim c bn hng.Chng 5: Qun l nng sut ca khu vc bn hng Phn ny cp n nhng yu t lm tng nng sut ca lclng bn hng.Chng 6: Xy dng i ng bn hng: tuyn dng v la chn Phn ny gii thiu cc bc xy dng i ng bn hng, ccbc trong tuyn dng nhn vin bn hng, cch thc tm nhn lc,la chn v b tr nhn s cho lc lng bn hng.Chng 7: Thc hin mt chng trnh hun luyn Phn ny gii thiu cch thc thit k chng trnh hun luyn,quy trnh hun luyn cho nhn vin bn hng, thc hin hun luyncc k thut bn hng, cc bc bn hng.Chng 8: Qun tr i ng bn hng: b p, ng vin v nhgi4 http://www.ebook.edu.vn 6. Chng ny cung cp kin thc trong vic pht trin k hochlng thng, cc nn tng ng vin, cc thuyt ng vin trongqun 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 ch tr cng vic qun tr bn hng.Ngoi cc l thuyt, kin thc cn bn, ngi c cn c ththam kho cc tnh hung tho lun c cc tc gi thu thp t kinhnghim thc t trong cng vic kinh doanh. hc tt mn hc ny, ngi hc cn nm vng l thuytc trnh by trong ton b ti liu, bn cnh , ngi hc c ththam kho thm mt s ti liu sau y: James M. Comer, Quan tr ban hang, NXB Tp. Ho ChMinh, 2002. Robert J. Calvin, Nghe thuat quan tr ban hang, NXBThong ke 2004. Philip Kotler, Nhng nguyen ly tiep th, NXB Thong ke2000. Douglas J.Dalrymple William L.Cron Thomas E. Decarlo,Sales Management, Seventh Edition, John Willey & Sons 2001. Fundamentals of Selling, Sixth Edition, Irwin Mc Graw Hill1999. http://www.ebook.edu.vn 5 7. Ngi hc cng nn dnh thi gian tm hiu thm cc thngtin trn mng v cc bo nh Thi bo kinh t Si Gn, Doanh nhnSi gn, Si gn Tip th cng nh cc tp ch chuyn ngnh khc. Trong qu trnh thc hin cc bi tp, ngi hc c th tm ngaynhng v d ti ni mnh lm vic hay da vo kinh nghim thc tcng tc c th lm bi tp tt hn. Quyn sch Qun tr bn hng ny c thc hin vi nhng nlc cao nht t vic nghin cu, tham kho v kinh nghim ca ngivit vi hy vng l ti liu tham kho hu ch cho ngi c quantm, yu thch lnh vc ny. Tuy nhin, ngi vit cng nhn thc rng nhng thiu sttrong qu trnh bin son, in n l kh trnh khi v xin ghi nhn miphn hi, ng gp xy dng t ngi c hon thin quyn schny trong nhng ln xut bn sau. Mi kin phn hi xin vui lnggi v a ch mail: thuyduong75@yahoo.com6 http://www.ebook.edu.vn 8. Chng 1: KHI QUT V QUN TR BN HNGCc bn thn mn,y l bi u tin ca mn hc Qun tr bn hng - mt mnhc mang tnh ng dng cao v rt l th. Vi s thng minh, nngng v yu thch cng vic kinh doanh, bt k ai cng c th nhanhchng t c nhng mc tiu c nhn cng nh nhng thnh t vs nghip, ti chnh thng qua cng tc qun tr bn hng.Chng 1 s gip cc bn tip cn vi nhng khi nim c bnv qun tr bn hng, tm quan trng ca hot ng ny v c ci nhntng th v ton b mn hc Qun tr bn hng.A.MC TIU: Sau khi nghin cu xong chng ny, ngi hc c th: - Xc nh chnh xc ngha ca thut ng qun tr bn hng. - Hiu c mc tiu chnh ca hot ng qun tr bn hng. - C mt cch nhn ton din v mn hc t xc nh phng php hc tp v ng dng hiu qu nht. http://www.ebook.edu.vn 7 9. - 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:I.KHI NIM V QUN TR BN HNG:Qun tr bn hng l hot ng qun tr ca nhng ngi thuclc lng bn hng ca cng ty bao gm nhng hot ng chnh nhphn tch, lp k hoch, thc hin v kim tra hot ng bn hng.Nh vy, qun tr bn hng l mt tin trnh kt hp cht ch t victhit lp mc tiu cho nhn vin bn hng, thit k chin lc chonhn vin bn hng n vic tuyn dng, hun luyn, gim st v nhgi kt qu cng vic ca nhn vin bn hng.Ty thuc vo mi cng ty, cp thp nht ca ngch qun lbn hng c th bao gm nhiu chc v khc nhau nh qun l theongnh hng, qun l theo khu vc hay gim st mi v... v d cmang tn g i chng na th h cng l ngi trc tip gim st cngvic ca nhn vin bn hng v c trch nhim bo co cng vic chocp qun l bn hng cao hn trong cng ty nh gim c kinh doanhhay trng phng mi v... Nhng ngi thuc i ng qun l lclng bn hng c th c nhiu cp chc v khc nhau hay slng khc nhau ty thuc vo quy m v chin lc ca mi cng ty;8http://www.ebook.edu.vn 10. tuy nhin, h u c chung nhim v l xy dng v pht trin lclng bn hng cho cng ty mt cch tch cc v hiu qu nht nhmt mc tiu chung ca t chc.II.MC TIU CA HOT NG QUN TR BN HNG: Hot ng ca lc lng bn hng mang ngha quan trng vl mi nhn tn cng ch yu ca doanh nghip ra th trng nhmtip cn v thuyt phc khch hng mua v s dng sn phm dch vca doanh nghip. Cc cng ty thnh cng u c nhng mc tiu rrng trong cng tc qun tr bn hng v nhng chin lc c th t mc tiu. Mc d nhng mc tiu trong tng giai on hay tngngnh hng c th khc nhau song v c bn s gm hai loi:- Nhn s hay hng vo con ngi;- Mc tiu hng vo doanh s, li nhun.1. Mc tiu v nhn s: Mc tiu ny lin quan n qu trnh tuyn chn nhn s vinhng tiu chun c xy dng kh k lng v r rng, qu trnhbi dng v o to v chuyn mn, k nng v cch thc qun l ttnht i vi lc lng bn hng. t c mc tiu chung cacng ty v mc tiu ring ca b phn bn hng th cn phi c lclng bn hng ht sc nng ng, nhit tnh, c nng lc v trchnhim vi cng vic cng nh s ng gp gn b tch cc vo tchc v hot ng chung ca ton t chc. Nh vy, cng vic ca ing qun l l bng mi cch phi tuyn dng v o to c mtlc lng bn hng chuyn nghip cng nh c chnh sch thnghttp://www.ebook.edu.vn9 11. pht hp l vi mt phong cch lnh o v qun tr y tnh thuytphc. lm c iu ny th trng tm vn l mi quan h gia conngi vi con ngi m c th l gia ngi qun l v nhn vin camnh vi s n lc ca c hai pha. S phi hp nhp nhng v tinhthn lm vic tp th vi hiu sut cao s em li s thnh cng chohot ng kinh doanh ca b phn bn hng.Nh vy, mt ngi qun l bn hng s c nh gi datrn cch thc tuyn chn, o to, b tr phn cng ng ngi ngvic cng nh cung cch qun l gim st v ng vin khuyn khchtinh thn chung ca nhn vin trong lc lng bn hng. Thng quanhng hot ng nh trn, mc tiu th nht - hng v nhn s - c pht huy theo mt phng thc ph hp nht.2.Mc tiu v doanh s, li nhun: t c mc tiu v doanh s th ngay t ngi gim stbn hng cp thp nht cng phi bit n c nhn vin v c chinlc hnh ng tht c th; bn cnh , ngi qun l bn hng cp cao hn cn c nhng cch thc kim sot v kch thch ngigim st bn hng. Nh vy, mc tiu chung ca cng ty v doanh sv li nhun mi thc s pht huy v tin trin tt qua tng thi k.Thng qua doanh s v li nhun, Ban gim c c th xc nhmt cch r nt nht thnh qu lm vic ca b phn bn hng v cc nhng chnh sch ng vin hay iu chnh kp thi. y l mctiu khng th thiu v mang ngha quan trng i vi hot ngqun tr bn hng.10 http://www.ebook.edu.vn 12. III.CHIN LC TNG TH V QUN TR BN HNG:Gia chin lc tng th v qun tr bn hng c mi tngquan cht ch. xy dng v pht trin lc lng bn hng th cpqun l phi nm r chin lc tng th v cch thc tham gia vochin lc chung ca cng ty. Nh vy, hiu r quan h gia hotng qun tr bn hng v chin lc tng th th chng ta phi lnlt xem xt cc vn sau:1.Cu trc ca cng ty:Trong chin lc tng th chung ca cng ty, b phn bn hngc mt v tr kh quan trng. B phn ny thng i theo cu trc hnhthp v cng nm trong cu trc t chc chung ca cng ty. Tuy cccng ty c th c quy m ln nh khc nhau nhng nhn chung th uc chung mt loi m hnh tng t nh hnh dng ca kim t thp.nh ca hnh thp ny thng thng l Ban gim c hoc Hi ngqun tr - y l nhng ngi t mc tiu v chin lc chung choton cng ty. Cp tip theo l cc trng phng hoc ph gim cchc nng c nhim v chnh l cn c vo chin lc chung s racc hot ng v mc tiu cho cp tha hnh ca mnh. Cp tip theoca kim t thp s l cp qun l theo tng nhm hay cn gi l qunl trung gian v cui cng l cc nhn vin kinh doanh.V d: Cng ty Lin doanh Bo Minh CMG hot ng trong lnhvc Bo him nhn th ang t chc lc lng bn hng nhsau: Di Ban Gim c l cc gim c chc nng, trong c gim c kinh doanh ph trch ton b hot ng kinhdoanh ca cng ty. Gim c kinh doanh s qun l trc tipcc phng nh phng dch v khch hng v cc i kinhdoanh (unit). Mi i kinh doanh ny u c nhm trng http://www.ebook.edu.vn 11 13. (Unit manager) ph trch khong 10 nhn vin kinh doanh (c gi l t vn ti chnh - Financial consultant). Hnh 1.1 : S c cu t chc ca cng ty theo ngch bn hng Chu tch HQT - Ban G Trng cac phan ban - Pho G chc nangTrung cap quan ly cua tng phan ban Quan ly cap thap hn Nhan vien chc nang C cau co tnh cap bac tong hp2. Chin lc tng th v qun tr bn hng: Chin lc tng th phn nh nhng nh gi ca cng ty viu kin v nhng c hi ca th trng t a ra nhng chnhsch p ng th trng mt cch hiu qu. Chin lc tng th s tora hng pht trin m cng ty phi i theo trong mi trng kinhdoanh c th; ng thi hng dn cho vic phn b cc ngun lcmt cch hp l v a ra cch thc phi hp gia cc b phn trongmt cng ty cng i n mc tiu. Nh cc bn cng bit bt k sn phm ca doanh nghipno ra i cng tri qua mt s giai on nht nh khi xy dng vpht trin th phn. Nh vy, trong nhng giai on ny, chnh sch vlc lng bn hng s c thc hin nh th no? hiu r iuny, chng ta ln lt xem xt nhng mc tiu v chnh sch bn hngtrong tng giai on nh sau:12 http://www.ebook.edu.vn 14. Giai on xy dng th phn: Giai on ny cng ging nhgiai on gii thiu trong chu k sng ca sn phm. Mc tiu bnhng c bn trong giai on ny l c gng gia tng c doanh s vthit lp quan h cht ch vi cc im phn phi; nh vy trong giaion ny, nhim v trng yu ca lc lng bn hng l tip xckhch hng tim nng, khch hng mi, quan h cht ch v kim sottt cc im phn phi i l v gi c v doanh s, cung ng dch vh tr mt cch kp thi nht ng thi thu thp cc thng tin v sphn hi t th trng cng y cng tt... Nh qun tr trong giaion ny phi c chnh sch c th v lng theo hiu qu v cckhuyn khch khc c bit dnh cho nhng nhn vin vt ch tiu vy mnh vic tiu th cc sn phm mi.V d: Tp on UNIF t mc tiu xy dng th phn khi xmnhp vo th trng Vit Nam bng cc sn phm nh : mgi, sa v cc loi nc hoa qu ng hp. Tp on ny gia tng v doanh s cng nh th phn kh nhanh chng nhvo chnh sch tng th rt hiu qu v trin khai tt n tngb phn. Lc lng nhn vin bn hng ca cng ty tc doanh s cao khi thit lp thnh cng mng li phnphi n tng i l, siu th v kim sot tt cc chnh schv gi, khuyn mi v thng tin phn hi t khch hng.Giai on duy tr: Giai on ny cng ging nh giai on tngtrng trong chu k sng sn phm. Mc tiu bn hng c bn tronggiai on ny l duy tr doanh s v cng c v tr trong th trng,quan h thm vi mt s im bn mi. Lc lng bn hng cn phitp trung gi c th phn v li nhun thng qua nhng khch hnghin ti, do vy cn cung ng cho loi khch hng chim u th nydch v vi cht lng ti u. Ring i vi khch hng tim nng th http://www.ebook.edu.vn13 15. lc lng bn hng cn xc nh loi khch trin vng nht tip cnv theo ui. Giai on ny chnh sch cho lc lng bn hng s llng cng hoa hng v tin thng da trn kh nng gi vng thphn v gia tng khch hng.V d: Nhn hiu G7 ca Trung Nguyn hin ang giai on ny.Mc tiu chnh ca G7 l gi vng th phn v khch hnghin c, gia tng cht lng dch v v cc chng trnh htr im bn l.Giai on thu hoch: Tng t nh giai on bo ha ca chuk sng sn phm. Lc ny mc d li nhun vn cn cao nhng theonh gi chung th c hi kinh doanh s suy gim v th trng cnhtranh gay gt; do vy mc tiu ca doanh nghip l lm sao thu hochcng nhiu cng tt trc khi rt lui khi th trng. Mc tiu bnhng ch yu trong giai on ny l ct gim chi ph bn hng v tptrung vo nhng khch hng ln nht, mang li li nhun cao nht.Nhn vin bn hng cn xem xt khch hng no l quan trng nht tip xc v phc v cho hp l, loi b nhng khch hng km quantrng v kim sot tt v chi ph. Nh vy, v pha cng ty lc nynn khai thc ti a sn phm, cht ch trong cc chi tiu, lng s lkhon chnh c tr cho nhn vin v s c thng cho nhng nhnvin t c li nhun cao trong khu vc hoc nhm khch hng mmnh ph trch.Giai on gt b: y l giai on m c hi kinh doanh hunh khng cn d trong mc tiu ngn hn hay di hn. Giai on nycng ty phi quyt nh rt lui nh th no cho t bt li nht ycng chnh l giai on kt thc ca vng i sn phm. Nh vy mctiu bn hng trong giai on ny chnh l gim ti thiu chi ph bn14 http://www.ebook.edu.vn 16. hng, gim hng d tr. Khi tip xc vi khch hng nhn vin cn cgng gim lng hng tn kho v d tr xung v thm ch trong mts trng hp h cn phi tm ngun cung cp mi cho nhng khchhng cn cn sn phm ny. giai on ny lng l chnh sch cbn ca nhn vin bn hng.IV.THIT K M HNH LC LNG BN HNG:1. Phn loi lc lng bn hang: Lc lng bn hng l cu ni quan trng gia cng ty v thtrng. Lc lng bn hng ca cc cng ty kinh doanh cc mt hngkhc nhau hay c quy m khc nhau c th c t chc di mt shnh thc. Lc lng bn hng c chia lm ba loi: lc lng cacng ty, i l v lc lng hn hp. a. Lc lng bn hng ca cng ty: Bao gm tt c nhng nhn vin c trch nhim trc tip nhot ng bn hng. Lc lng ny gm hai loi: bn trong v bnngoi.- Lc lng bn hng bn trong: Hu ht lc lng nythng tp trung ti vn phng v t khi tip xc trcdin vi khch hng. Phn ln h lin lc vi khchhng qua in thoi vi trch nhim ch yu l xc tincho hot ng bn hng hay cung cp cc dch v htr sau bn hng, theo di cc n hng, kim sothng d tr, tn kho... Lc lng ny c th c dngnh l lc lng chnh yu ti cng ty hoc l lc http://www.ebook.edu.vn15 17. 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:C nhiu dng i l nhng nhn chung h u l nhng nhkinh doanh hot ng tng i c lp vi cng vic l i din chonh sn xut v thng hng hoa hng i l. Cc i l ca cccng ty c th c tn gi, quy m khc nhau song u c nhng cim chung nh: hoa hng, chi ph v doanh s c lin h trc tip vinhau; do vy, cc cng ty c th s s dng i l gim bt khonchi ph cho lc lng bn hng. Nhng i l thng c phnchia khu vc i l r rng, c lc lng bn hng ti ch kh thngxuyn nn s m bo s lng khch hng trong vng kh nhanhchng; nu t thn cng ty xm nhp vo nhng khu vc a l ny thkh khn v mt cng hn nhiu c bit l i vi nhng sn phmmi. Nh vy, vic s dng i l thng s gip cho cng ty tit16 http://www.ebook.edu.vn 18. kim chi ph, xm nhp th trng thun li hn v qun l hiu quhn i vi cc mng li phn phi.V d: Hin nay, cng ty may Vit Tin ch yu s dng mng li phn phi l cc i l c phn b ti cc khu vc a l h thng ny phn chia kh r rng c th trn cc tuyn ng thc hin vic bn hng v tip xc vi khch hng mua sn phm qun o. c. Lc lng bn hng hn hp: Kh nhiu cng ty s dng loi hnh lc lng bn hng hnhp nhanh chng chim lnh bao ph th trng. Cng ty s dngc lc lng bn hng ca cng ty v c mng li i l xm nhpnhiu loi th trng khc nhau. Chng hn mt cng ty cung ng ccsn phm vt liu xy dng v trang tr ni tht c th s dng lclng bn hng ca cng ty tip cn v cung ng hng ha cho ccnh thu ch cht ti a bn thnh ph cn i vi nhng khu vc al cn li nh vng ven v cc tnh th cng ty s dng cc i l tich. M hnh ny c duy tr kh hiu qu khi cng ty hun luyn ttnhn vin ca mnh v cung cp chnh sch tt cho h thng cc il.2. Nhng s t chc lc lng bn hng: Cc cng ty c th t chc lc lng bn hng theo cc cchthc khc nhau ty vo mc tiu v chnh sch c th ca cng ty,nhng nhn chung c bn m hnh nh sau: a. T chc lc lng bn hng theo khu vc a l:http://www.ebook.edu.vn17 19. y l cch thc phn b theo vng lnh th chng hn nhmin Nam, min Trung v min Bc, mi min s c mt ngi chutrch nhim chung v li nhun, qun l v iu hnh hot ng tikhu vc ca mnh cho thng sut. Di ngi qun l theo vng haykhu vc ny lun c cc nhn vin bn hng c phn cng phtrch 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 vinca cng mt cng ty n tip xc cho bn cho cng mt khchhng. 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 cngxc nh r trch nhim cng nh nhng nc thang thng tin mtcch r rng. M hnh ny ph hp khi sn phm l tng i ngdng 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.b. T chc lc lng bn hng theo sn phm:C cu ca lc lng bn hng c t chc theo sn phm hayngnh hng ca cng ty. iu ny c ngha l nhn vin bn hng sc hun luyn chu o v ngnh hng hay sn phm m mnh phtrch. Nhng cng ty c sn phm phc tp hay nhiu tnh nng kthut s rt ph hp vi c cu t chc dng ny. Trong mt s cngty trnh tnh trng nhiu nhn vin i gp cng mt khch hng cho hng th c cu t chc theo sn phm s c phi hp phncng theo vng a l, nh vy tnh hiu qu s cao hn. Chng hnnh hin nay cc cng ty kinh doanh mt hng ha cht hay my vnphng thng thit k lc lng bn hng theo dng ny.c. T chc theo khch hng:18 http://www.ebook.edu.vn 20. y l c cu t chc da trn cc c im ca khch hngnh quy m, hnh vi mua sm v yu cu v s dng sn phm. Ccu t chc ny ngy mt tr nn ph bin v thch ng vi thtrng mt cch tt nht th lc lng bn hng phi nm r c imca khch hng, nhng yu cu c bit v s i hi khc nhau catng loi khch hng. Nhn chung, nhng khch hng ln thng ihi kh nhiu v dch v, chnh sch gi v s chm sc tn tnh tpha cc nhn vin bn hng thm ch h cn chnh l ngi c nhhng mnh m n tnh cht ca hng ha cung cp v c th cnhng i hi cao hn v mu m nh thit k ring theo n hngchng hn. Bn cnh , vic s dng sn phm ca khch hng cngl mt yu t c nh hng quan trng. Cng mt sn phm nh nhaunhng 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 tngloi khch hng. Hng IBM c cch thc thit k lc lng bnhng nh sau: mt nhm s ph trch khch hng l cc t chc tichnh, nhm khc ph trch khch hng l nhng hng sn xut vnhm th ba ph trch khch hng l nhng t chc cng. L do cacch thc t chc ny l IBM nhn thy rng v c bn th phncng my tnh c th s dng nh nhau tuy nhin mi mt loi hnhkinh doanh hay t chc th cch thc ng dng phn mm my tnhvo cng vic li kh khc nhau do vy khch hng rt cn c tvn v h tr v dch v. Vic t chc theo dng ny gip IBM titkim c chi ph, chu o hn trong dch v v c khch hngngy mt tin tng hn.d. C cu t chc hn hp:y l c cu kt hp gia vic chuyn mn ha lc lng bnhng theo ngnh hng v khu vc a l hoc kt hp gia vic phn http://www.ebook.edu.vn19 21. b nhn vin da trn c im ca khch hng v vng a l. Mhnh ny s ti u ha c nhng dch v v cht lng phc vkhch hng.V.QUN TR BN HNG MT CI NHN TNG TH:Hot ng qun tr bn hng lun khng th tch ri gia conngi vi t chc, doanh nghip vi mi trng kinh doanh. Nhnchung, khi doanh nghip hot ng ti cc th trng c th, n schu s tc ng t cc yu t ca mi trng nh chnh sch php lchng hn, do vy cc hot ng qun l bn hng phi c thit lpv tin hnh theo hng ph hp v hiu qu nht.Mi trng v m: bao gm cc yu t nh chnh tr, lut php,kinh t, vn ha... c nh hng mnh m n vic hoch nh chnhsch bn hng. Vic thay i trong chnh sch php lut iu chnhhot ng kinh doanh v ngnh hng s lm cho doanh nghip cngphi thay i theo v t tc ng n chnh sch qun tr bn hng.Cc yu t nh kinh t, vn ha... tc ng n chnh sch phc vkhch hng v c cu ngnh hng ca doanh nghip. Nh vy, y lcc yu t m doanh nghip phi iu nghin k khi tham gia thtrng c nhng hot ng u t hiu qu hn.Mi trng vi m: Bao gm cc phng ban trong cng ty vmi quan h ngay trong ni b doanh nghip m c th y l bphn kinh doanh. S phi hp nhp nhng gia cc phng nh phngnhn s, phng k ton, b phn sn xut... vi phng kinh doanh slm tng kh nng cung ng hng ha dch v ca doanh nghip. Bncnh , ngay trong ni b phng kinh doanh, vic thit lp mc tiu,20 http://www.ebook.edu.vn 22. hoch nh chnh sch, xy dng v qun l, gim st lc lng nhnvin bn hng phi c trin khai ng b vi s hp tc nhunnhuyn gia cp qun l v nhn vin l yu cu v cng quan trngi vi doanh nghip. Hin nay Vit Nam tham gia vo T chcthng mi th gii (WTO),do vy cc doanh nghip phi nm r ccquy nh php l c lin quan, ci tin nng lc ca i ng bn hngv c cu t chc tng sc cnh tranh trn th trng.Hnh 1.2 : S tng th v qun tr bn hngXa hoi Kinh te Tong the doanh nghiep Quan tr ban hang Xay dng lclng ban hangMuc tieu Phat trienThc hien quan tr Quan tr lc lng ban hangPhap ly/ao c Chnh tr http://www.ebook.edu.vn21 23. TM TTNh vy chng ta va i xong mt chng ng m u ymi l v c kh nhiu thng tin cn nm bt. Ni dung chng utin ca mn hc c ghi nhn nh sau:- Qun tr bn hng l hot ng qun tr ca nhng ngi thuc lc lng bn hng. Hot ng ny bao gm cc cng vic nh xc nh mc tiu, hoch nh chnh sch, thit k v trin khai chin lc kinh doanh, xy dng v qun l i ng bn hng.- Mc tiu chnh ca qun tr bn hng l con ngi v li nhun.- Chin lc th phn ca doanh nghip bao gm bn giai on: xy dng, thu hoch, duy tr v gt b. Tng ng vi bn giai on ny doanh nghip c nhng mc tiu v chnh sch bn hng c th v khc bit nm pht huy ti a kh nng ca lc lng bn hng, c li nhun cao v p ng tt i vi th trng.- Cn c vo chc nng, lc lng bn hng ca cng ty gm: lc lng bn trong v lc lng bn ngoi, i l theo hp ng v lc lng hn hp.- Cc cng ty cn c vo tnh cht ngnh hng, quy m v chin lc pht trin s la chn m hnh t chc lc lng bn hng ph hp. Cc m hnh c th bao gm: t chc theo a l, theo ngnh hng sn phm,22 http://www.ebook.edu.vn 24. theo c im khch hng v cui cng l cch thc tchc hn hp.- Mt cng ty hot ng ti th trng ni chung v trongvic qun l bn hng ni ring lun chu s tc ngca cc yu thuc mi trng v m. Bn cnh , mitrng vi m ca cng ty cng cn phi c t chcv qun l sao cho hiu qu v thch ng nhy bnnht vi cc thay i t bn ngoi. y chnh l hotng qun tr bn hng trong ci nhn tng th nht.http://www.ebook.edu.vn23 25. CU HI N TP1.Cho bit u v nhc im ca vic t chc lc lng bn hngtheo a l, theo sn phm, theo khch hng? Cho v d minhha cho tng trng hp.2.Hy v v phn tch m hnh qun tr bn hng ti doanh nghipm cc anh ch ang lm vic?3.Khi no th vic s dng i l theo hp ng l cn thit?4.Tm mt v d thc t minh chng cho s thay i ca chnhsch php l tc ng n chnh sch bn hng ca doanhnghip.24 http://www.ebook.edu.vn 26. Chng 2: BN CHT CA NGH BN HNGChng th hai ny s cp n mt vn c th hn lbn cht ca ngh bn hng. Cc bn s c lm quen vi mt skhi nim v quan im v ngh bn hng; ng thi chng ta s cmt s bi tp tnh hung trong bi ny cc bn phn tch v rt ranhng bi hc cho chnh mnh khi tham gia kinh doanh.Chc cc bn hc v thc hnh tt.A.MC TIU:Sau khi nghin cu xong chng ny, ngi hc c th: - Hiu c th no l ngh bn hng v lch s ca ngh ny. - Nm vng c trch nhim, cng vic v nhng phm cht cn c ca ngi bn hng. - C kh nng nhn bit v gii thch s khc bit c bn gia cc loi ngnh bn hng. - Hiu c nhng kha cnh o c m ngi bn hng gp phi trong ngh nghip. http://www.ebook.edu.vn 25 27. B.NI DUNG CHNH:I.KHI NIM:Theo James.M.Comer th: Bn hng l mt qu trnh mangtnh c nhn trong ngi bn tm hiu, khm ph, gi to v png nhng nhu cu hay c mun ca ngi mua nhm thc hinquyn li tha ng, lu di ca hai bn.Bn hng lm cho hng ha lu thng t ngi sn xut nngi tiu dng, t ni d tha n ni c nhu cu. Hot ng bnhng s em li li nhun cho ngi bn hng khi h nm bt tt chi t th trng v iu chnh chnh sch phc v quyn li ngitiu dng.Nhng ngi trong lc lng bn hng c th c rt nhiu chcdanh 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... vcn nhiu chc danh a dng khc nhng tu trung li th h u tipxc vi khch hng v thuyt phc khch hng v cht lng snphm v dch v ca cng ty h.Trong thi i cnh tranh gay gt hin nay th ti ngh kinhdoanh bn hng s em li li nhun cho doanh nghip v quyt nhvn mnh thng thua trn thng trng cho doanh nghip. Chnh vvy, hc, hiu v p dng ngh thut bn hng l rt cn thit numun thnh cng khi bc vo con ng kinh doanh.II. VAI TR CA HOT NG BN HNG:26 http://www.ebook.edu.vn 28. Hot ng bn hng c nhng vai tr c bn nh sau:- Bn hng em li s tha mn cho con ngi nh vo chc nng p ng nhu cu v kch hot nhu cu.- Bn hng gip cho hng ha, tin t lu thng mt cch hiu qu trong nn kinh t t kch thch u t v m rng sn xut.- Bn hng gip cho tnh chuyn mn ha ngy cng cao, ngi sn xut s c nhiu li ch hn khi c ngi bn hng chuyn nghip lo v u ra cho sn phm.- Ngi bn hng tt s l mt nh trung gian c lc cho vic tm hiu, cung cp thng tin phn hi t th trng, t vn v thuyt phc ngi mua, vn chuyn, lu kho, truyn ti thng tin hai chiu gia nh sn xut v ngi tiu dng; nh vy ngi bn hng chnh l cu ni gia ngi sn xut v ngi tiu dng. Nh vy, nhn chung bn hng l mt chui cc hot ngmang tnh c lp nhm thit lp cc quan h v truyn thng tin, dchv, sn phm mt cch hiu qu t nh sn xut n ngi tiu dngvi mc tiu chnh l tha mn v p ng tt nht nhu cu ca c haibn.III. LCH S CA NGH BN HNG: http://www.ebook.edu.vn 27 29. Lch s ca ngh thut bn hng gm bn thi k: thi k trckhi bt ngun, thi k bt ngun, thi k pht trin nn mng, thi ktinh lc v hnh thnh.- Thi k trc khi bt ngun (trc 1750): c ghi nhn qua hnh nh ngi bn do s Phoenicy do nh th c Hy Lp ghi li vo th k th 8 trc cng nguyn. Ngi bn do ny chm ch g ca t nh ny sang nh khc ca cc khu ph cho bn cc sn phm ca mnh. Hng th k sau khi La M m rng lnh a ra n a Trung Hi th cc nh bun, cc i l hng hoa hng tr nn v cng ph bin. Thi Trung c v Phc Hng Chu u nhng nh bun pht ln nhanh chng v n u th k 18 th ngh bn hng th s trc kia tr thnh nhng t chc kinh t hin i pht trin mnh m nht l Chu u v Hoa K. Chu vi hnh nh nhng ngi bn hng nh bn thuc, bn hng th cng xut hin t rt lu trong lch s v nhng nh bun Trung Quc vo cui th k 18 tr thnh mt lc lng kh quan trng trong nn kinh t.- Thi k bt ngun (1750 1870): Cuc cch mng cng nghip m u cho giai on ny. S pht trin ca khoa hc k thut, s gia tng ca nng lc sn xut, cc phng tin vn ti to mt bc ngot ln cho nn kinh t. Cc doanh nghip trong giai on ny trang b cho mnh nhiu hn cc kin thc v kinh doanh tip th, pht trin hn na cc k nng tip cn phc v khch hng v m rng th trng.28 http://www.ebook.edu.vn 30. Trong thi k ny mt s cng ty c m hnh kinhdoanh rt hiu qu thng qua vic thit lp mt lclng bn hng gp v giao dch trc tip vi khchhng.- Thi k pht trin nn mng (1870 1929): Thi kny sn xut pht trin kh mnh m i hi phic tiu th i tr. y l thi k cc nh sn xutc tnh chuyn mn ha cao, tp trung cnh tranh vnng lc sn xut v sn phm, do vy h rt cnnhng nh trung gian phn phi sn phm cng nhiuni cng tt. Thi k ny a n vic cc nh bnl c quy m mang tnh chuyn nghip cao hnh thnhkhp ni cng vi lc lng ng o nhng nh idin cho nh sn xut, cc i l... cng vi s phttrin mnh m ny l cc quan im, kinh nghim bnhng c c kt v tr thnh mt mn hc khng ththiu trong cc trng hc v kinh doanh. Ngay ccng vic bn hng cng c phn b li theo cpbc, xc nh tnh cht v vai tr, c chun ha quacc kha o to v c nh gi ng trong hotng ca mt t chc. Mt s ni lc lng bn hngcn c b tr khng ch theo vng a l m cn csp t theo c cu ngnh hng hay khch hng.- Thi k tinh lc v hnh thnh (t 1930 n nay): Cuckhng hong kinh t th gii nm 1930 a n vicrt nhiu cng ty phi thc s tm ra nhng li i ringcnh tranh hn v hiu qu hn, y cng chnh l mttrong nhng ng lc thc y s tin trin tt p hntrong ngh thut bn hng. Thi gian ny xut hin xuhttp://www.ebook.edu.vn29 31. 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.Theo mt quan im khc th ngh bn hng trong thi i ngynay tri qua nhng thi k nh sau cn c vo quan im ca tnggiai on: Hnh 2.1: Cc thi k pht trin ca hot ng bn hngQuan iem Quan iem Quan iemQuan iemSX-SP Ban hang Marketing Marketing-XH Thi kyTrc 1930 1930-1960 1960-1990Sau 1990 Phat trien Phat trien Thoa man Xay dng moiMuc tieu doanh sodoanh sonhu cau quan he lau khach hang dai30 http://www.ebook.edu.vn 32. Nhu cauNhu cauNhu cau Nhu cau dai nhngan hanngan han ngan han han cua haihng cua ngi cua ngi cua ngi ben banbanban Vai tro Ngi cungNgi Ngi giai Ngi sang taongi bancap thuyet phuc quyet van gia tr eIV.PHN LOI CC NGNH NGH BN HNG CH YU V y l mt lnh vc kh rng nn cng c nhiu cch thcphn loi. Sau y l mt s chc danh bn hng theo mt s cchphn loi:- Theo a im bn hng: C hai loi gm ngi bn hng lu ng (n tn ch ngi mua) v ngi bn ti im bn. Ngi bn hng lu ng khng c ca hng v thng i cho hng tn ni ngi c nhu cu, chng hn nh nhng ngi bn hng rong, nhng ngi cho hng m phm, du tm, my lc nc Ngi bn ti im bn v ngi mua s n giao dch ti im bn chng hn nh ngi bn hng tp ha, hay cc siu th bn s nh Metro- Theo quy m bn: c hai loi l bn s v bn l.- Theo hnh thc hng ha: c ngi bn hng ha (vt phm hu hnh) nh hng tiu dng nhanh, hng mua sm, hng c sn cao cp...; ngi bn dch v (bc s, nha s, lut s, ca s...) v cui cng l ngi bn cc giy t c gi tr nh chng khon, giy n...- Theo s s hu hng ha: c ngi bn cc sn phm do chnh mnh lm ra, ngi bn li cc hng ha ca http://www.ebook.edu.vn 31 33. 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.V.CHC NNG, NHIM V CA NGI BN HNG:Ngi bn hng c nhng chc nng nhim v c bn nh sau:1.Bn hng:32 http://www.ebook.edu.vn 34. Trch nhim chnh ca ngi bn hng chnh l bn nhngsn phm dch v ca cng ty mnh mt cch thnh cng thng quacc cuc giao dch, tip xc trc tip, giao dch qua in thoi haynhng 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 thhin mnh qua doanh s bn hng.2.Nhng nhim v v qun l v iu hnh:y l nhng cng vic m ngi bn hng tham gia vi nhngcng vic c th nh gii quyt nhng vn ca khch hng, lp khoch, d bo bn hng, nh gi v thm ch c o to. lm cnhim v quan trng ny, ngi bn hng phi c nhng k nng cth nh: - K nng gii quyt vn : y l trch nhim ca ngi bn hng trong vic gii quyt nhng vn m khch hng gp phi khi mua sm v s dng sn phm. Nhng t vn v gip ca ngi bn hng nhiu khi s gip h bn c hng trong nhng thng v khc. - K nng lp k hoch: Ngi bn hng phi t ln k hoch bn hng cho chnh mnh nh thi gian tip xc, a im tip xc, cch thc tip xc... Vic ln k hoch s cho thy ngi bn hng c bit qun l hiu qu thi gian ca mnh hay khng. Ngi bn hng bit lp k hoch s t vn tt cho khch hng ca mnh c bit l cc i l trong vic thc hin cc chng trnh kinh doanh, xc tin bn hng... http://www.ebook.edu.vn 33 35. - 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.3.Nhng trch nhim v ti chnh:Trong mt s lnh vc ngnh ngh nh kinh doanh hng cngnghip chng hn th ngi bn hng cn c kh nng xy dng nhngk hoch ti chnh tng hp nh thu ti sn, mua li, hng tn kho...i vi nhng ngi kinh doanh chng khon th trch nhim ny caohn, i hi c k nng v trnh nht nh. Ngay c vi nhngngi bn hng tiu dng thng thng cng i hi h phi c khnng qun l cng n, hng tn kho... v y l nhng vn cn thitkhi thit lp v thc hin mt thng v.34 http://www.ebook.edu.vn 36. 4.Nhng nhim v v marketing:Bao gm hai cng vic chnh l thu thp thng tin v thihnh nhng chng trnh tip th. - Hot ng thu thp thng tin: V ngi bn hng thng xuyn tip xc vi khch hng nn h l knh truyn dn thng tin v cng quan trng t doanh nghip n khch hng v ngc li. Nhng i din bn hng thng c yu cu tin hnh vic thu thp kho st kin khch hng, bo co tnh hnh th trng v i th cnh tranh nht l khi doanh nghip sp tung ra sn phm mi. Tuy nhin trong thc t, hot ng ny ca ngi bn hng cha c tin hnh ng cch v hiu qu, phn ln h lm khng my hiu qu; do vy doanh nghip cn khuyn khch v hng dn h chi tit hn na. Bn cnh , ngi bn hng cng chnh l ngi thu thp thng tin phn hi t th trng i vi sn phm v chnh sch ca cng ty kh chnh xc do h hay lm vic v tr chuyn vi khch hng, do vy cng ty cn h tr v lu tr tt nhng thng tin quan trng ny lm t liu khi cn chnh sa ci tin hay iu chnh chnh sch cho ph hp vi tnh hnh thc t. Mt khc, ngi bn hng cng ng thi l ngi a thng tin v chnh sch mt cch chnh xc y t cng ty n khch hng; do vy thng qua hot ng ny cng ty c th thit lp mi quan h tt p vi khch hng. - Thi hnh nhng chng trnh tip th: Cng ty thng yu cu ngi bn hng cng phi hp trong cc chin http://www.ebook.edu.vn35 37. 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.VI. NHNG IU KIN V TH CHT, TM L, KINTHC V PHM CHT CA NGI BN HNG:- V th cht: Ngi bn hng cn c sc khe, khng b nhng bnh truyn nhim hay mc d tt v hnh th. Ngi bn hng cng khng nht thit phi p nhng phi c duyn, c v sinh thn th tt v to c n tng tt qua cch i li, n mc.- V kin thc: Ngi bn hng cn c kin thc tt v ngnh hng, v sn phm, v cng ty v nhng dch v m cng ty cung cp. Bn cnh , ngi bn hng cn phi c k nng bn hng, k nng giao tip v hiu bit v tm l khch hng.36 http://www.ebook.edu.vn 38. - 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.VII. NHNG C HI, KH KHN V CC VN VO C:1.Nhng c hi:Mt trong nhng vic lm c a thch v nhiu ngi lachn sau khi tt nghip ngnh qun tr kinh doanh chnh l cngvic lin quan n bn hng. y l cng vic khi u kh l tngcho nhng ngi tr tui, nng ng, thch th thch, mong mun cc hi thng tin v thu nhp cao. Ngi lm cng tc kinh doanh bnhng ngy nay c rt nhiu c hi v ti chnh, s a dng trong cngvic, chng t hnh nh bn thn, s c lp v c hi thnh cng. - C hi v ti chnh: ngi bn hng c c hi c thu nhp rt tt t chnh cng vic ca mnh khi h bit http://www.ebook.edu.vn 37 39. 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 m38 http://www.ebook.edu.vn 40. 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.V d: Hin nay trong cc cng ty c vn u t nc ngoi ti VitNam nh Pepsi Cola, Coca Cola, P&G hay Unilever, rt nhiuqun tr vin cp trung v cao xut thn t cng vic kinhdoanh v h chng t c hnh nh ca mnh, khng nhc bn thn l nhng ngi: lm thu s mt ti VitNam vi mc lng cao v cc phng tin, phc li i kmca doanh nghip nhm gi chn h mt cch tt nht. http://www.ebook.edu.vn 39 41. 2.Nhng kh khn:Ngi bn hng v phi thng xuyn tip xc vi khch hng,lm vic vi p lc cao nn h thng gp nhng kh khn nh:- S cng thng, trm cm do gp phi nhng khch hng kh tnh, kh chiu, khng bit iu, i hi qu nhiu.- p lc doanh s s lun tng dn theo thi gian lm ngi bn hng mt n mt ng nht l khi cn bo co theo nh k.- p lc v thi gian v cn phi di chuyn thng xuyn, i xa nh, gp khch khi yu cu bt k gi gic. i vi nhng ngi bn hng xut khu, vic di chuyn qua cc vng, cc nc khc nhau s lm ng h sinh hc ca h b trc trc nng n.- Nhng nguy c sa ng, h thp mnh, nh mt bn thn do rt d b cm d bi khch hng, bi ng tin.- Phi lun h hi, lun vui v giao tip mc d trong lng chn ght hay kh chu.Trn y l mt s kh khn m ngi bn hng hay gp phi,trong thc t khi chng ta ra lm vic s cn nhng kh khn phtsinh m chng ta phi t mnh vt qua y qu l iu khng ddng.3.Cc vn v o c:Mt s tnh hung v o c m ngi bn hng thng gpphi khi tin hnh hot ng kinh doanh thng lin quan n quan hgia con ngi vi con ngi, cc chnh sch v gi c, cc vn 40 http://www.ebook.edu.vn 42. lin quan n tng qu hay thc hin chng trnh khuyn mi. Sauy l mt s hon cnh c th: - Quan h gia nhn vin bn hng khch hng: Mt s ngi bn hng v p lc doanh s thng mc phi li bn hng qu nhiu cho khch gy nh hng nghim trng khi khch hng khng tiu th hoc s dng ht. Mt vn na l i khi ngi bn hng c tnh khng cung cp y thng tin cho khch hng, thng tin ny c th nh hng n quyn li ca ngi khch hng v xu i cc mi quan h. - Quan h gia nhn vin bn hng cng ty: i khi c nhng nhn vin bo co sai lch v vn chi ph. H c th li dng s kim sot thiu hiu qu ca cng ty a thm nhng chi ph c nhn khng lin quan vo chi ph cng tc hay tip khch. y l iu m cc nh qun tr cn lu tm v c nhng bin php ngn chn x l kp thi. Mt khc, vic c tnh bo co cc thng tin v khch hng, th trng mang tnh i ph s gy nh hng n hot ng bn hng v cc cng vic c lin quan. Mt ngi bn hng c th a thng tin sai lch v s lng cuc gi, s ln tip xc vi khch hng nhm t c yu cu ca cng ty, vi nhng thng tin kiu ny h s dng qua mt cp qun tr nu cp qun tr l nhng ngi cn t kinh nghim. iu m ngy nay chng ta cng thng thy trong cc doanh nghip l vic che giu cho ng nghip, san s doanh thu hay n hng mi ngi u c thnh tch v chuyn ny s c thc hin theo http://www.ebook.edu.vn41 43. 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).Trn y l mt s tnh hung v o c ng suy ngm khimt ngi quyt nh la chn cng vic l ngi bn hng. Cc tnhhung ny trong thc t tng xy ra v nh hng n li nhunca cng ty cng nh lm xu i hnh nh ca ngi bn hng nichung. Tuy nhin, vi nhng cnh bo r rng v s t ch bn thn,nhng ngi lm cng vic bn hng s c trnh cc tnh hung ny c th c c con ng s nghip vng vng v vinh quang.VIII. NHNG VN CA NGH BN HNG TRONG THK 21:Cng vic bn hng l mt ngh nghip th v, nhiu trin vngv lm nguy nan. Trong s thay i ca th k mi vi nhng thnhtu v khoa hc k thut, s giao lu hi nhp v kinh t quc t,cng vic bn hng c nhng vn nh sau:42 http://www.ebook.edu.vn 44. - S lng ngi gia nhp lc lng bn hng ngy mtng o: khng nhng lc lng ng m cc chcdanh, cc v tr cng vic ngy cng tr nn phong phhn. Lc lng bn hng gia tng c v s lng vcht lng, ngay c nhng ngi lm cng tc chuynmn nh k s, bc s... cng tham gia vo lc lngbn hng gin tip hay trc tip v lm cho lc lngny tr nn hng hu hn bao gi ht.- Cuc cch mng thng tin ton cu bng n dn nngi bn hng phi chuyn nghip hn trong cngvic, c bit l s dng cc phng tin thng tin linlc hin i. Vic bn hng truyn thng qua gp gtrc tip c chiu hng gim dn thay vo lvic kinh doanh qua mng chnh l thng miin t. Ngi bn hng no bit ng dng tt cngngh thng tin, p ng v mt tc x l v cungng th s chim li th hn. Bn cnh , nhngngi bn hng cng cn c k nng phn tch v tnghp thng tin, c hiu bit su rng v sn phm, tml x hi v h cn tip xc vi khch hng trn c thgii 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 hngphi ng x theo ng chun mc v o c v phpl.- S cnh tranh gay gt ca th trng dn n s cnhtranh gay gt ca nhng ngi bn hng. Ngi bnhng ngy nay cn phi kho lo hn, chuyn nghiphn, c trnh phn tch v ng dng kin thc kinhhttp://www.ebook.edu.vn43 45. 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 46. TM TT Chng hai i vo mt ni dung c th l phn tch vnhng vn quan trng lin quan n cng vic bn hng. Ni dungchnh ca chng ny bao gm nhng vn nh sau:- Bn hng l mt qu trnh mang tnh c nhn trong ngi bn tm hiu, khm ph, gi to v p ngnhng nhu cu hay c mun ca ngi mua nhmthc hin quyn li tha ng, lu di ca hai bn. Bnhng lm cho hng ha lu thng t ngi sn xutn ngi tiu dng, t ni d tha n ni c nhucu.- Vai tr ca vic bn hng: l mt chui cc hotng mang tnh c lp nhm thit lp cc quan h vtruyn thng tin, dch v, sn phm mt cch hiu qut nh sn xut n ngi tiu dng vi mc tiu chnhl tha mn v p ng tt nht nhu cu ca c haibn.- Lch s ca ngh thut bn hng gm bn thi k: thik trc khi bt ngun, thi k bt ngun, thi k phttrin nn mng, thi k tinh lc v hnh thnh.- C nhiu cch phn loi v ngh bn hng da trn cctiu ch tiu biu nh: theo a im, theo quy m bnhng; theo hnh thc v cch thc s hu hng ha;theo chc danh v theo ng cp.- Cc chc nng v nhim v chnh ca ngi bn hngbao gm cc cng vic sau: bn hng, qun l iuhttp://www.ebook.edu.vn 45 47. 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 48. CU HI N TP1. tr thnh mt ngi bn hng gii cn phi c nhng phmcht v k nng g?2.Cho bit s khc bit c bn gia ngi nhn n hng vngi to ra n hng? Cho v d minh ha.3.Cho bit nhng p lc m ngi bn hng thng gp phitrong cng vic v trong cuc sng? http://www.ebook.edu.vn 47 49. Chng 3:GIM C BN HNG CHUYN NGHIPCc bn thn mn,Chng 3 gii thiu v vai tr, trch nhim ca Gim c bnhng, cc k nng m Gim c bn hng cn c cng nh quy trnh bt nhn vin vo v tr ny. Nhng kh khn v quyn li caGim c bn hng cng c trnh by trong chng ny.A.MC TIU:Sau khi hc xong chng ny, sinh vin s bit c :- Vai tr, trch nhim ca Gim c bn hng.- Cc k nng, tnh cch cn c ca Gim c bn hng.- Quy trnh bt nhn vin cho hng ln v tr Gim c bn hng.- Nhng kh khn, cc im cn quan tm thnh cng trong giai on chuyn tip.- Thu nhp v cc quyn li khc dnh cho Gim c bn hng.48 http://www.ebook.edu.vn 50. B.NI DUNG CHNH:I.KHI NIM:Gim c bn hng l ngi chu trch nhim lp k hochkinh doanh, t chc, tuyn dng, o to, lnh o v nh gi cchot ng ca lc lng bn hng, cc chin lc v bin php thc hin vic bn hng, t mc tiu doanh nghip.1II. NHIM V CA GIM C BN HNG:Gim c bn hng c nhim v trng yu l qun l, lm tngnng lc v hiu qu i ng nhn vin bn hng. Ngoi ra, Gim cbn hng cn l ngi i din cng ty trc khch hng.Nhim v ca Gim c bn hng khng ch bao gm cc cngvic lin quan n chc danh, m cn phi tp trung vo nhiu cngvic khc ti doanh nghip nh:- Qun tr lc lng bn hng.- Qun tr hnh chnh.- Tip th.- Bn hng trc tip.- Ti chnh.1.Qun tr lc lng bn hng:Gim c bn hng phi thc hin vic hoch nh, t chc,lnh o v nh gi. Gim c bn hng v nhn vin bn hng c1Fundamentals of Selling, Sixth Edition, Irwin Mc Graw Hill 1999http://www.ebook.edu.vn 49 51. quan h h tung. S thnh cng ca Gim c bn hng ty thucvo s thnh cng ca lc lng nhn vin bn hng v nhn vin bnhng cn c s h tr ca Gim c bn hng thc hin cng vicbn hng thnh cng. Nhng hot ng nhm gia Gim c bnhng v i ng nhn vin bn hng s quyt nh s thnh cng cac nhm.2.Qun tr hnh chnh:Bao gm cc nhim v qun l phng/khu vc bn hng. Cccng vic qun l hnh chnh c th l lu tr h s, bo co, qun lnhn vin vn phng3.Tip th:C nhng cng ty, Gim c bn hng cng vi nhn vin bnhng pht trin, thc hin nhng chin dch tip th cho khch hng.4.Bn hng trc tip:Nhiu trng hp Gim c bn hng thc hin c vic bnhng trc tip vi khch hng, gp phn vo doanh s ton b phn.Gim c bn hng thng nm gi cc khch hng quan trng vidoanh s mua hng ln (key accounts). Gim c bn hng c ththc hin bng vic bn trc tip hoc qua in thoi.5.Ti chnh:Gim c bn hng c trch nhim quan tm n chi ph canhn vin bn hng (o to, giao dch, i li), tn kho, cng n cakhch hng Gim c bn hng cn phi thc hin vic phn tch,50 http://www.ebook.edu.vn 52. d bo doanh s ton b cng ty, doanh s pht trin ca tng khchhng.6.Quan h:Gim c bn hng thit lp, duy tr cc mi quan h bn trongv bn ngoi doanh nghip. Gim c bn hng cn c s phi hp,h tr t cc phng ban khc nh: k ton, tip th, sn xut cth iu hnh cng vic kinh doanh, bn hng hiu qu. S hp tc tpha t cc nhn vin bn hng cng rt cn thit. Bn cnh , miquan h bn ngoi doanh nghip (nh cung cp, i l) s gipGim c bn hng c thng tin v th trng, l c s a ra ccchnh sch kinh doanh hiu qu.a. Quan h bn trong:Gim c bn hng c nhng mi lin h vi cc phng bankhc trong doanh nghip nh: - Phng k ton ti chnh: cung cp thng tin v khch hng: thanh ton, cng n, hay cc chng t h tr vic bn hng: ha n, phn tch doanh thu, li nhun, tr gi tn kho - Phng nhn s: h tr trong vic tuyn dng nhn vin bn hng, phi hp vi Gim c bn hng a ra m t cng vic, cc chnh sch lng, thng, hoa hng cho nhn vin bn hng. Trong nhiu trng hp, phng nhn s m nhim vic t chc o to cho nhn vin mi. - Gim c marketing: Gim c bn hng c s hp tc cht ch vi Gim c marketing c thng tin v sn http://www.ebook.edu.vn 51 53. 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:Gim c bn hng thit lp v duy tr cc mi quan h bnngoi doanh nghip. y c xem l mt trong nhng cng vic cnc Gim c bn hng quan tm. Cc mi quan h bn ngoi v cbn c th phn thnh nh sau: - 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 v52 http://www.ebook.edu.vn 54. III.T NHN VIN CHO HNG N GIM C BNHNG:Nhng khc bit gia nhn vin bn hng v Gim c bnhng?iu g s xy ra khi mt nhn vin bn hng c bt lmGim c bn hng? Thng thng, cc c tnh cn c l mtGim c bn hng gii khc xa so vi nhng iu ca mt nhnvin bn hng, c bit l v cng vic v trch nhim. Nhiu thay is n vi mt Gim c bn hng va c bt. Mt s thay ic nhn ra ngay tc thi: phng lm vic ring, tng lng, chc vmi, quyn iu hnh i vi nhn vin bn hng v c sp mi.Gim c bn hng phi thch nghi vi nhng thay i mi ny.Cc khc bit gia nhn vin bn hng v Gim c bn hngc phn loi theo nhng tiu ch sau:- Mc tiu: mc tiu ca nhn vin bn hng l mc tiu bn hng ca bn thn trong khi mc tiu ca Gim c bn hng l mc tiu bn hng (doanh thu, li nhun) ca ton b phn, cng ty.- Trch nhim: trch nhim ch yu ca nhn vin bn hng l tm kim khch hng, tng doanh thu trong khu vc, sn phm mnh c phn cng ph trch. Gim c bn hng chu trch nhim pht trin lc lng bn hng, pht trin nhng c hi, quan h kinh doanh trong di hn.- Quan h: nhn vin bn hng thng lm vic c lp v thng ch quan tm n im mnh, im yu ca bn thn. Gim c bn hng ngoi bn thn, phi http://www.ebook.edu.vn 53 55. 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.IV. LA CHN NHN VIN BN HNG B NHIMGIM C BN HNG:Hu ht cc nhn vin bn hng u c c m s c thngtin ln Gim c bn hng sau thi gian lm vic. La chn nhnvin bn hng b nhim Gim c bn hng l mt chnh sch uvit, mang tnh khuyn khch, ng vin cao v s cng hin, gn blu di ca lc lng bn hng, c bit trong tnh hnh th trng lao54 http://www.ebook.edu.vn 56. ng hin nay, ngh bn hng c nh gi l c t l nhn vin dchchuyn, thay i ni lm vic nhanh nht.Qu trnh la chn nhn vin bn hng b nhim Gim cbn hng gm 3 bc chnh:- Xc nh nhng tiu chun la chn thch hp.- Xc nh cc ng c vin c kh nng.- Tham kho kin vi cp qun tr.a. Xc nh nhng tiu chun la chn:Mt Gim c Bn hng cn c cc phm cht v kh nng sau:- Hoi bo tr thnh Gim c bn hng.- Thin ch mong mun chia s thng tin.- Kh nng giao tip, to mi quan h.- Tinh thn t chc v k lut trong cng vic.- Kh nng lm vic nhm hiu qu.- Kh nng trnh by kin, thuyt phc. c th chn c Gim c bn hng, trc ht phi xcnh c cc tiu chun chn la, c bn c th s dng mt tronghai cch:- a ra cc tnh cch v thi ng x: cc im sau c th c xem xt a ra tiu chun chn la Gim c bn hng:- Kt qu bn hng: doanh s, li nhun, t l t mc tiu ra.- Tnh cch: sng to, kh nng suy xt, phn on, s thuyt phc, kin tr. http://www.ebook.edu.vn55 57. - 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:Cc tiu chun i vi Gim c bn hng cn c ph binrng ri trong lc lng bn hng. iu ny s kch thch, ng vincho cc nhn vin bn hng phn u v khi v tr trng th doanhnghip d dng xc nh c cc ng vin.Sau khi xc nh c cc ng vin, doanh nghip s thc hinphng vn ni b chn ra ng vin ph hp nht cho v tr ny.c. Tham kho kin: ra quyt nh, cp lnh o thng tham kho kin tnhiu ngun: - Trong rt nhiu trng hp, kin ca ngi tin nhim c xem xt. - T chnh lc lng bn hng hin ti.56 http://www.ebook.edu.vn 58. - Phng nhn s. - Gim c cc phng ban. - Khch hng ca doanh nghip.V.QU TRNH CHUYN TIP T NHN VIN BNHNG TR THNH GIM C BN HNG:1.Nhng kh khn thng gp:Mt trong nhng kh khn ln nht i vi Gim c bn hngmi l thiu cc k nng, nng lc qun l. iu ny i hi Gimc bn hng mi cn hc hi, trang b cc nng lc, thi v knng qun l lc lng bn hng.Ngoi ra, cng ty thng mong mun Gim c bn hng mithch nghi v lm cng vic mi hiu qu ngay. Thm ch, nhiutrng hp h nhn c qu t s h tr t pha cng ty. Cc khao to cung cp cc k nng mi cn thit cho cng vic c th nsau vi thng. Nhng iu ny a cc nh qun l mi vo tnhhung bi hay chm, to ra cc cng thng ng k.Mt s cng ty trnh tnh hung ny thng b nhim Gimc bn hng mi vo nhng khu vc nh ri sau chuyn dn sangkhu vc ln hn sau mt thi gian h thc hin tt cng vic. Mt scng ty khc t chc nhng kha hun luyn k nng qun l chonhn vin bn hng tim nng, a ra quy trnh pht trin, vi vic bnhim v tr tr l cho cc Gim c bn hng trc khi tr thnhGim c bn hng hot ng c lp.2. thnh cng trong qu trnh chuyn tip: http://www.ebook.edu.vn 57 59. thnh cng trong qu trnh chuyn tip thng c xem lkh khn nht, Gim c bn hng mi cn c thi hc hi: snsng hc hi, thay i, thch nghi, tm kim s h tr khi cn.Cc Gim c bn hng c nhng nhn nhn v cng vic qunl v tr mi trc thng s thch nghi vi v tr mi nhanh hn.H sn sng cho cc tnh hung khc vi nhng g h lm trc .Cc k nng, chuyn mn c ch trong nhiu tnh hung, nhng khngphi l tt c. H chp nhn cc li c th xy ra, v y l iu khngth trnh khi trong qu trnh hc cng vic mi.Cc Gim c bn hng mi cn tm hiu trch nhim, cngvic mi thay v tip tc nhng cng vic trc y.Trnh thay i qu nhiu i vi mi trng cng vic mi.iu ny c th gy ra s chng li t cc nhn vin di quyn vcc thay i c th khng ph hp khi nh qun tr cha hiu rhot ng.VI. THU NHP CA GIM C BN HNG:Ngoi l do t c v tr cao hn, gia nhp i ng cc nhqun tr, th thu nhp cao l l do th hai nhn vin bn hng n lctr thnh Gim c bn hng.Thng th Gim c bn hng c thu nhp cao hn so vi cngv tr ca cc b phn sn xut, nhn s, dch v Hn th, Gim cbn hng cn c nhiu u i khc: xe hi, in thoi di ng, ththnh vin cc cu lc b, h tr hc tp58 http://www.ebook.edu.vn 60. Thu nhp ca Gim c bn hng thng bao gm: lng, htr, thng doanh thu, hoa hng, phn trm li nhun t hot ng kinhdoanh ca cng ty, c phiu u iVII. NHNG VN O C:Trong nhiu tnh hung, Gim c bn hng ng trc vicla chn nhng kh nng m trong ng hay sai khng th xcnh r rng ti thi im ra quyt nh. Nhng tnh hung kh khnny c nhng lc lin quan n cc vn o c.C th phn loi cc vn o c theo 3 nhm chnh: - Gim c bn hng v cng ty. - Gim c bn hng v i ng nhn vin cho hng. - Gim c bn hng vi i th cnh tranh v khch hng.1.Gim c bn hng v cng ty:Gim c bn hng i din vi nhng p lc ca vic honthnh cc mc tiu bn hng, c th vi phm mt cch v tnh hay c nhng quy nh ca cng ty, nh hng n quyn li ca doanhnghip, c ng.2.Gim c bn hng v lc lng bn h ng:Mt nhim v quan trng ca Gim c bn hng l ng vin,khuyn khch, to c hi thng tin cho nhn vin bn hng. Tuynhin, trong nhiu tnh hung, Gim c bn hng v quyn li cngty c th a n nhng bt li cho mt nhn vin bn hng no . http://www.ebook.edu.vn 59 61. 3.Gim c bn hng vi i th cnh tranh v khch hng:Trong nhiu trng hp, cc quyt nh ca Gim c bn hngc th dn n cc vn o c trong kinh doanh. Khc vi cc vn o c vi cng ty, nhn vin bn hng, cc vn lin quan ni th cnh tranh, khch hng c th gn vi ranh gii php lut.60 http://www.ebook.edu.vn 62. TM TTNgoi nhim v trng yu l qun l, lm tng nng lc v hiuqu i ng nhn vin bn hng, Gim c bn hng cn phi dnhthi gian cho nhng cng vic khc: qun tr hnh chnh, tip th, bnhng trc tip, ti chnhNhng khc bit gia mt nhn vin bn hng v mt Gim cbn hng, quy trnh chn la bt Gim c bn hng i ngnhn vin bn hng, nhng tiu chun phm cht cn thit l nhngiu Gim c bn hng cn bit. Mt nhn vin bn hng c btln v tr Gim c bn hng s khng trnh khi nhng kh khntrong thi gian chuyn tip v trang b mt s k nng, mt s lu trong giai on ny l rt cn thit thnh cng.Nhng vn o c c th pht sinh trong cng vic caGim c bn hng vi cng ty, vi i ng bn hng v c i thcnh tranh. http://www.ebook.edu.vn 61 63. BI TP TNH HUNGBn l Gim c bn hng ca cng ty Kin Hng cung cp snphm ni tht: bn gh, vch ngn cho cc vn phng lm vic.Hin ti Phng kinh doanh ca bn ang cho hng cho mt dn cao c vn phng ln sp hon thnh phn xy dng v chun bcho vic lp t ni tht.Vi d n ny, cng ty bn v mt cng ty i th khc cngcho hng. Theo nh gi ca bn, sn phm ca Kin Hng c li thv cht lng, gi c so vi i th cnh tranh. Bn c thng tin rngi th cnh tranh dnh cho nhn vin ph trch mua hng mt t lphn trm trn tng gi tr hp ng, c c hi thng bn.Gi tr cung cp hng cho d n ny chim mt phn quan trnggip bn hon thnh ch tiu doanh s nm 2007. Ngoi ra, i vi cckhch hng d n, Phng kinh doanh ca bn cn c nhn tinthng l 5% trn li nhun mang li.Bn s gii quyt nh th no?62 http://www.ebook.edu.vn 64. Chng 4:LNH O PHN TCH D BO HN NGCH LP NGN SCH BN HNGNi dung chng 3 nu nhng nhim v ca Gim c bnhng, nhng phm cht m ngi Gim c bn hng cn c. Chngny s tip tc gii thiu r hn nhng k nng m ngi Gim cbn hng cn c c th lm tt cng vic ca mnh.A.MC TIU:Chng ny nhm cung cp cho sinh vin nhng kin thc v: - Vai tr lnh o, cc k nng cn thit ca Gim c bn hng. - Cc cng c trong phn tch doanh s, chi ph, ti chnh. - Cc cng vic chnh ca Gim c bn hng: d bo, hn ngch, lp ngn sch bn hng.B.NI DUNG CHNH: http://www.ebook.edu.vn 63 65. I. PHT TRIN CC K NNG LNH O: Gim c bn hng l mt nh lnh o v phi chu trchnhim v c s nh hng n cc hot ng ca lc lng bn hngtrong vic t c mc tiu v doanh s, chi ph, li nhun Phttrin cc k nng lnh o hiu qu l mt trong nhng mc tiu quantrng ca cc Gim c bn hng. Lnh o l kh nng gy nh hng thng qua giao tip vihnh ng ca ngi khc, mt c th hay mt nhm, t c mtgi tr, ngha v mc tiu tin nh trc.2 Lnh o l mt phn ca qun tr nhng khng bao gm tt cqu trnh qun tr: lp k hoch, t chc, iu hnh v kim sot. Lnho l kh nng thuyt phc, kch thch ngi khc lm vic theo mctiu ra mt cch t nguyn.1. Cc hnh vi lnh o: C 4 loi hnh vi lnh o m Gim c bn hng c th pdng to nh hng, kch thch nhn vin bn hng t mc tiu l:lnh o trc tip, lnh o bng cch h tr, lnh o theo thnh tchc nh hng, lnh o c s tham gia. - Lnh o trc tip: ch trng vo cc quy tc, cc bc tin hnh. Nh qun tr xc nh cc tiu chun kt qu r rng, cc nhim v c nh hng, n nh sn. Vi cch ny, Gim c bn hng nh ra cng vic c th cho nhn vin bn hng, cch t c mc tiu.2Jamers M.Comer, Qun tr bn hng, NXB Tp. H Ch Minh, 200264 http://www.ebook.edu.vn 66. Nhn vin bn hng thc hin chnh xc cc cng vic m Gim c bn hng ra. Hnh vi lnh o trc tip ph hp vi giai on bn hng khkhn v khng thun li, lc lng bn hng cn s lnh o cao xc nh r mc tiu, cc cng vic, cch thc phi thc hin tmc tiu ra. - Lnh o bng cch h tr: dn ch, c s tham gia ng gp kin gia nhn vin v nh lnh o. Hnh vi lnh o ny ch trng n vic lm hi lng cc nhn vin di quyn, kch thch nhn vin hp tc v h tr ln nhau hon tt cng vic. Nh lnh o thin v tnh cm v c gng xy dng mi quan h. - Lnh o theo thnh tch c nh hng: nh lnh o a ra cc mc tiu cao v to ra nim tin cao cho cc nhn vin rng h s t c cc mc tiu . C th l Gim c bn hng ra mc tiu cao, tho lun vi nhn vin bn hng c th v thuyt phc h tin rng h s t c. - Lnh o c tham d: Gim c bn hng v nhn vin bn hng tham gia tho lun, a ra quyt nh mc tiu. Hnh vi lnh o ny to c s lin i, cam kt cao ca c nhm t c mc tiu ra.2.K nng giao tip: Gim c bn hng c nhiu mi lin h vi ngi khc, trong nib cng ty (lnh o cc phng ban, Tng Gim c, cc nhn vinbn hng) cng nh bn ngoi cng ty (khch hng, i l). K http://www.ebook.edu.vn 65 67. nng giao tip l rt cn thit Gim c bn hng thc hin hiuqu cng vic.a. Cc mc tiu giao tip ca nh lnh o: - Thuyt phc: nhm thuyt phc ngi nhn thng bo. - Thng bo: cung cp thng tin cho ngi nhn. - Tnh cm: nh lnh o th hin cm xc vi thng tin a ra.b. Cc phng php giao tip:Nh lnh o cn hon thin cc k nng ni v vit hiu qutrong cc tnh hung khc nhau. iu ny i hi kinh nghim lmvic, s tp luyn, s chun b cho nhiu tnh hung khc nhau. - Bng li: cht lng ca vn ni v vit xc nh tnh hiu qu ca giao tip. Vi thi gian, kinh nghim trong thi k l nhn vin bn hng, Gim c bn hng quen thuc vi vic giao tip ni, vit vi cc tnh hung khc nhau. Mt iu cn ghi nh l s din t nn r rng, ngn gn v chnh xc. - Giao tip khng bng li: bao gm cc c ch iu b, s biu l nt mt nhng hnh vi ny cng cha ng thng tin. Nh qun tr cn bit hiu c tm trng, s ng ca ngi khc trong qu trnh giao tip. - S lng nghe: lng nghe l mt k nng nh qun tr cn hon thin nng cao hiu qu trong giao tip vi lc lng bn hng, khch hng.66 http://www.ebook.edu.vn 68. - To nh hng: trong giao tip, nh lnh o c th pdng cc chin lc sau gy nh hng: S hp l: a ra s liu, d kin h tr. S quyt on: nh qun tr cn c thi quyt on v nhngquyt nh kp thi, hp l thng qua hnh vi, li ni. Thn mt: th hin bng tnh cm, ng vin, tn thng. Lin kt: huy ng ngi khc trong cng ty. Tha thun giao ko: a ra cc quyn li nu nhn vin tmc tiu. Thm quyn cao hn: s dng s h tr cp cao hn trong cngty. Thng pht: nh qun tr cn ra v thc hin chnh schthng pht c th, hiu qu.3. Nhng nguyn tc quan trng trong lnh o:- Tin tng vo nhn vin: y l yu cu quan trngc bit l trong vic trao quyn quyt nh cho cpdi- Pht trin tm nhn: Gim c bn hng cho thy vinnh ca s thnh cng c ngha nh th no i vic nhn, s nghip nhn vin bn hng. n gin hn,h s t c nhng iu g khi h hon thnh mctiu ra.- Bnh tnh trc cc kh khn, khng hong.http://www.ebook.edu.vn 67 69. - 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.II. PHN TCH V CC CNG C PHN TCH:Vic phn tch cc d liu v doanh s, chi ph bn hng cacc khu vc, sn phm gip cho Gim c bn hng nh gi chnhxc tnh hnh kinh doanh ti nhng thi im khc nhau, xc nhc cc vn cn quan tm, gii quyt v a ra c cc gii phpti u.1.Phn tch doanh s:Phn tch doanh s l nghin cu cc d kin doanh s qukh ca cng ty, vi mc tiu c gng xc nhn nhng kiu mu vnhng mi lin h c ch cho vic ra quyt nh qun l.3Doanh s c chia ra thnh nhng b phn cu thnh nh sau:- Doanh s bn hng theo khu vc.- Doanh s bn hng theo sn phm, ngnh kinh doanh.- Doanh s bn hng theo loi khch hng.- Doanh s bn hng theo nhn vin bn hng.3Jamers M.Comer, Qun tr bn hng, NXB Tp. H Ch Minh, 200268 http://www.ebook.edu.vn 70. Mc ch ca vic phn nh l nhn ra c cc yu t nhhng n tnh hnh kinh doanh mt cch r rng, cc vn nhhng n vic tng hay gim doanh s thuc khu vc no. Da trnc s phn tch ny, Gim c bn hng tm bin php tng doanh sbn hng ca khu vc, sn phm, i tng khch hng gp phntng doanh s bn hng ton cng ty. http://www.ebook.edu.vn69 71. Bng 4.1: Phn tch doanh s bn hng theo khu vc Cac tieu ch c banKhu vc 1 Khu vc 2Ch ThcCh ThcTieu hien % Tieu hien%I. Bao phu lanh tho ban hang- So ca hieu hien co- So ca hieu vieng tham- So ca hieu ban cII. Hien dien san phamThng hieu A, SKU 1Thng hieu A, SKU 2Thng hieu A, SKU 3Thng hieu AThng hieu B, SKU 4Thng hieu B, SKU 5 Thng hieu BThng hieu C, SKU 6III. Bay bien san pham- Trng bay 2 s.p mi- Tham gia C.trnh Trng bayIV. Doanh so/ Doanh thu- So vsp (thung, ket, ..)- Doanh thu (VND)70 http://www.ebook.edu.vn 72. 2.Phn tch chi ph:Phn tch cc khon chi ph gip Gim c bn hng pht hinra cc khon chi ph tng cao, cc khon chi tiu khng hiu qu, ctgim nhng chi ph m khng lm nh hng xu n doanh s bnhng v li nhun. - Phn tch chi ph n: so snh cc loi chi ph ca nhn vin bn hng gia cc khu vc, thng thng tnh theo t l % gia chi ph v doanh s. - Phn tch chi ph v li nhun: phn tch su hn, phc tp hn c bc tranh v li nhun, bao gm: - Chi ph c nh: nhng khon chi ph khng i khi doanh s thay i trong thi gian ngn. - Chi ph bin i: nhng khon chi ph thay i theo mc hot ng, doanh s thay i. - Chi ph kim sot c: nhng khon chi ph di s iu khin trc tip ca Gim c bn hng, nhn vin bn hng, c th d tr c. - Chi ph khng kim sot c: nhng chi ph Gim c bn hng khng iu khin trc tip, khng th d tr c. - Chi ph trc tip: nhng khon chi ph nh hng trc tip ln gi thnh mt n v sn phm. - Chi ph gin tip: nhng chi ph lin quan n qun l, h tr kinh doanh sn phm. http://www.ebook.edu.vn 71 73. Bng 4.2: Phn tch chi ph n Nam 2004 Nam 2005KhuChi phDoanh s Chi phDoanh sDoanh sovcDoanh so Chi ph%(trieu(trieu Doanh soong %ong)KV 1Doanh so144,000 152,000Chi phGiao te1,150 0,81,215 0,8K.mai-Q.cao 2,780 1,92,560 1,7i lai 1,306 0,91,368 0,9Khac 0,150 0,10,185 0,1Tong cong 5,386 3,75,328 3,5KV 2Doanh so141,000 153,000Chi phGiao te1,690 1,22,280 1,5K.mai-Q.cao 3,810 2,64,560 3,0i lai 1,580 1,11,640 1,1Khac 0,220 0,20,210 0,1Tong cong 7,300 5,28,690 5,772 http://www.ebook.edu.vn 74. - 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: Li gp = doanh s chi ph bin iBng 4.3: Phn tch chi ph li nhun n v tnh: triu ng KHU VC TONG KV1 KV2 KV3 KV4 Doanh so 706 755 646 822 2.929 Gia von hang ban500 495 431 544 1.970 Chi ph ban hang 596751 97 274 Lai gop 147 193 164 181685 Chi ph co nh 566052 66 234 Li nhuan trc thue 91 133 112 115451 Li nhuan/ Doanh so13% 18% 17% 14%15% Li nhuan khu vc/li nhun tong 20% 29% 25% 25%100%3.Phn tch ti chnh:Li nhun trn ti sn ang s dng (Return on assets managed ROAM): http://www.ebook.edu.vn 73 75. Li gpDoanh thu rngROAM = Doanh thu rngTi sn s dngROAM phn nh mc li nhun to ra t gi tr ti sn sdng.ROAM khng khuyn khch vic tng doanh s. Nu tngdoanh s m dn n tng vn qu mc s lm gim ch tiu ROAM.Bng 4.4: Phn tch ROAMn v tnh: triu ng KHU VCTONG KV1 KV2 KV3 KV4 Doanh so 706 755646 822 2.929 Chi ph bien oi559 562482 641 2.244 Lai gop 147 193164 181 685 Tai san ang s dung528 620497 705 2,350 Ton kho223 246211 270 950 Tai khoan phai thu90 136 83 175 484 Thiet b - may moc 215 238203 260 916 Lai gop/ Doanh so21% 26% 25% 22% 23% Vong quay von (Doanhso/Tai san)1,341,22 1,301,17 1,25 ROAM28% 31% 33% 26% 29%74 http://www.ebook.edu.vn 76. Li tc cn li (Residual income RI)RI = GM DSE (ARC + ICC)GM: Gross margin (li gp)DSE: Direct selling expense (chi ph bn hng trc tip)ARC: Accounts receivable carrying cost (chi ph ti khon phi thu).ICC: Inventory carrying cost (chi ph hng ha tn kho) Bng 4.5: Phn tch RIn v tnh: triu ngKHU VCTONGKV1 KV2 KV3 KV4 Doanh so 7067556468222.929 Gia von hang ban5004954315441.970 Tong lai gop 206260215278959 Chi tieu ban hang trc tiep 59 67 51 97274 Lai gop 147193164181685 Chi ph tai san ang s dung 42 51 40 59192 Chi ph hang ton kho (ICC = 15%)33 37 32 41143 TK phai thu (ARC = 10%) 9148 18 49 Li tc con lai - RI 105143124122493 Ty le RI khu vc21% 29% 25% 25% 100% http://www.ebook.edu.vn 75 77. III. D BO BN HNG: D bo bn hng l hot ng c tnh doanh thu trong tnglai khi lp k hoch chng trnh bn hng, tip th cho doanh nghip.D bo bn hng l mt phn quan trng trong vic lp k hoch vng gp cho hot ng hiu qu ca ton cng ty. Khi thc hin dbo bn hng, cc nh qun tr cn phi cn nhc n cc yu t, skin c nh hng n nhu cu, sc mua ca khch hng i vi snphm, dch v ca cng ty. Nng lc th trng, nng lc bn hngca cng ty l hai yu t quan trng trong d bo bn hng.- Nng lc th trng l doanh s, khi lng hng bnc tnh ca mt sn phm, dch v trn th trng catt c i th cnh tranh trong mt giai on nht nh.- Nng lc bn hng ca cng ty l doanh s, khi lngcao nht m cng ty c th t c trong mt giaion nht nh. Nng lc bn hng ca cng ty c thb hn ch bi nng lc sn xut, quy m kinh doanh- D bo bn hng l hot ng cng ty nh gi doanhs, khi lng bn ra th trng trong mt giai onnht nh trong tng lai cho tng loi sn phm cacng ty. D bo bn hng l c s pht trin hnngch, ngn sch bn hng, lp k hoch nhn s. 1. Qu trnh d bo: Tnh chnh xc ca vic d bo bn hng nh hng ln nvic hoch nh, tin hnh v kt qu kinh doanh ca cng ty trongtng lai. C hai qu trnh d bo:76 http://www.ebook.edu.vn 78. - 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.2. Cc phng php d bo:C nhiu phng php d bo bn hng m Gim c bn hngc th p dng nh: - Tng hp t lc lng bn hng: gm tp hp cc nh gi, d bo ca lc lng bn hng. Phng php ny phn chia vic d bo ra cho tng khu vc ra hn ngch v kim sot. Lc lng bn hng th hin cam kt vi d bo ny v l nh gi ca h. Tuy nhin, vic thiu k nng nh gi ca lc lng bn hng c th nh hng n tnh chnh xc ca d bo. - Tham kho kin ca chuyn gia: i din ca cc phng ban (marketing, bn hng, sn xut) lp thnh mt nhm thc hin vic tho lun, lp ra d bo bn hng. - K vng ngi tiu dng: t cu hi trc tip vi ngi tiu dng v k hoch mua ca h trong thi gian sp ti. - Theo nguyn nhn: da vo phn tch hi quy hng n xc nh mi quan h gia doanh thu v cc yu t nh hng n mc doanh thu .V d: S = 10.000 X1 + 2.000 X2 http://www.ebook.edu.vn 77 79. S: khi lng bnX1: s lng nhn vin bn hng sn phm AX2: s lng nhn vin bn hng sn phm B- Theo thi gianQuan tm n mi lin h gia bn hng v thi gian. Viphng php ny, nh qun tr quan tm n 4 yu t chnh nh hngn doanh s l: xu hng, chu k sn phm, theo ma v bt thng.C 2 k thut thng c s dng l:(1) K thut n s: nh qun tr d on mc tng trng bn hng(%) cho thi gian trong tng lai. Sn+1 = Sn d (%)Sn, Sn+1: Doanh s bn hng nm n, n+1d: % d bo tng trng(2) K thut trung bnh dch chuyn: n (S i ) F = i = 1 nF: d bo bn hngn: s nm tnh bnh qunSi: bn hng thc t trong cc nm i, i=1n78 http://www.ebook.edu.vn 80. Ch s sc mua (BPI): cc ch s v sc mua ca ngi tiudng (nhn khu hc, c tnh khu vc, thu nhp c nhn, khi lngbn l ti cc ca hng...).IV. RA HN NGCH V LP NGN SCH:1.Hn ngch:Hn ngch c th hin nh mt phn hoc t l trong tng sch tiu bn hng ca cng ty, c phn b cho mt khu vc, nhmbn hng, mt nhn vin bn hng... phi thc hin trong mt giaion.Hn ngch c chia thnh 2 nhm: hn ngch trn c s ktqu v hn ngch trn c s hnh vi.a. Hn ngch trn c s kt qu: - Lng bn hng tng i: mt phn trong tng lng bn hng ca cng ty c phn b cho mt khu vc, c th di hnh thc sn lng hoc doanh s bn hng. - Hn ngch trn c s khch hng: mt phn trong tng lng bn hng ca cng ty phi thc hin i vi mt nhm khch hng hay mt khch hng. Nhng hn ngch ny thng th hin mc tiu ca doanh nghip, chng hn tng s lng khch hng vi mc tiu thm nhp th trng hay tng lng bn cho mt khch hng vi mc tiu tng s thm nhp th trng. http://www.ebook.edu.vn79 81. - Hn ngch v ti chnh: hn ngch c xc lp datrn cc ch tiu ti chnh. Li nhun: hn ngch lp ra cho li nhun sau thu, li nhuntrn ti sn s dng (ROAM)... Li gp: hn ngch xc nh cho tng li gp, nhm m bomc li nhun phi t c. Loi hn ngch ny gip doanhnghip trnh tnh trng nhn vin bn hng ch tp trung bn cc snphm d bn m khng quan tm n nhng sn phm to ra li nhuncao. Kim sot chi ph: xc nh cc gii hn v chi ph cho nhnvin bn hng (tip khch, i li, gii tr...) b.Hn ngch trn c s hot ng bn hng: Hn ngch c lp trn c s cc hot ng cn thit to rakt qu bn hng thng l trong tng lai. Loi hn ngch ny nhmo lng cng sc, n lc ca nhn vin bn hng thc hin. Cc hn ngch trn c s hot ng bn hng thng thng l:- S ln gi in thoi, thm ving khch hng chohng.- S lng th cho hng.- S lng ca hng trng by.- T l thnh cng cho hng c tnh nh sau: S lng bn hng thnh cng/s lng khch hng tip cn S lng bn hng thnh cng/s lng th cho hng80 http://www.ebook.edu.vn 82. Lng hng bn c/khch hng2.Mc ch lp hn ngch:Gim c bn hng lp hn ngch vi 3 mc ch chnh: - Kim sot: Gim c bn hng khng th s dng thi gian quan st, kim sot cc hot ng hng ngy ca nhn vin bn hng. Cc hn ngch c thit lp tt s l cc cng c kim sot, hng dn lm vic, to cm hng cho nhn vin ca Gim c Bn hng. - Khuyn khch: Gim c Bn hng kt hp hn ngch vo cc chng trnh thng cho nhn vin bn hng y l mt cch ng vin ti chnh hiu qu. - nh gi: hn ngch c s dng nh gi thc hin ca nhn vin bn hng.3. to nn chng trnh hn ngch tt:Cc yu t chnh m Gim c bn hng cn lu khi thit lpchng trnh hn ngch l: - Thch hp: Gim c bn hng cn c s phn tch, nh gi cc s liu kt qu kinh doanh khoa hc, hn ngch cn ph hp vi trch nhim ca nhn vin bn hng. - Kh nng thc thi: hn ngch cao vi phn thng tng ng c tc dng khuyn khch mnh i vi nhn vin bn hng. Nhng nu hn ngch qu xa kh nng c th thc hin c, khng kh thi s a n http://www.ebook.edu.vn81 83. 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: Ngn sch bn hng l mt bn lit k cc yu t chi ph theochc nng c lin quan n bn hng c nhn mt vng lnh thhoc vng hot ng4 Ngn sch thng xc nh hn mc bng tin m Gim cbn hng, nhn vin bn hng c th chi ph theo cc mc: tin lngnhn vin bn hng, tuyn dng, giao t, i li, khuyn mi v qungco...4Jame M.Comer, Qun tr bn hng, NXB Tp. H Ch Minh, 200282 http://www.ebook.edu.vn 84. Cc phng php xy dng ngn sch: hai phng php c bnxy dng ngn sch c p dng l: - Gim c bn hng xy dng ngn sch da vo cc mc tiu c xc nh v ngun tin c s dng thc hin cc hot ng nhm t c cc mc tiu. - Gim c bn hng xem xt cc khon chi ph ca nm trc, lng bn d kin nm sau xy dng ngn sch. http://www.ebook.edu.vn 83 85. Bng 4.6: Chi ph bn hngSO TIENChi phKHOAN CHIDoanh so (trieu ong) A. LNG, CHI PH P.KD (1) 568 4% Lng NVBH 360 ien thoai, fax 96 VPP, khac12 Cong tac ph60 Khac 40 B. QUANG CAO & KHUYEN MAI (2) B1. QUANG CAO680 5% QUANG CAO TAI CA HANG Bang hieu tai ca hang 80 Ke mau trng bay100 Poster quang cao tai ca hang40 QUANG CAO QUANG CAO - BAO 150 TVC100 Game shows50 PANO NGOAI TRI CATALOGUE 40 QUA TANG KHUYEN MAI 40 THAM GIA HOI CH40 HOI NGH KHACH HANG40 B2. KHUYEN MAI BAN HANG (3)800 5% TONG CHI PH = (1) + (2) + (3) 2.04814% C. DOANH THU 15.000 100%84 http://www.ebook.edu.vn 86. TM TTMt Gim c bn hng chuyn nghip cn pht trin cc knng: lnh o, phn tch, d bo, ra hn ngch v lp ngn schbn hng.Lnh o l mt phn cng vic ca Gim c bn hng vGim c bn hng cn tm hiu mt s hnh vi lnh o: lnh otrc tip, lnh o bng cch h tr, lnh o theo thnh tch c nhhng, lnh o c s tham gia. Mt k nng khc khng km phnquan trng ca ngi lnh o l k nng giao tip, s gip Gim cbn hng thc hin cng vic hiu qu. nh gi hiu qu, nng sut bn hng ca cc khu vc,nhn vin bn hng khc nhau, Gim c bn hng cn trang b knng phn tch: doanh s, chi ph, ti chnh vi hai ch s quan trng(ROAM, RI).Gim c bn hng cng thng xuyn phi thc hin vic d bobn hng, t lp hn ngch v ngn sch bn hng phn b cho tngkhu vc, nhm hay nhn vin bn hng. http://www.ebook.edu.vn 85 87. BI TP TNH HUNGBi tp 1:Bo co bn hng trong 3 thng cho thy: doanh s cc khu vcu tng ngoi tr 1 khu vc doanh s gim mnh. Bn hy tho lunnu ra nhng nguyn nhn/ vn c th.Bi tp 2:Bn l Gim c bn hng cho 1 cng ty v bn c cc d liusau y:vt: triu ng/thng KHU VC KV1KV2 KV3 Doanh so510525 720 Chi ph bien oi 388397 590 Tn kho300430 700 N khach hang650480 850Bit rng:-Chi ph tn kho (bo qun, gim gi): 3%/ thng-Chi ph ti chnh cho khon n khch hng (li sut): 2%/ thng.Bn hy phn tch, nh gi, a ra nhn xt v tnh hnh kinhdoanh gia cc khu vc.86 http://www.ebook.edu.vn 88. Chng 5:QUN L NNG SUT CA LC LNG BN HNGLm th no h tr lc lng bn hng tng hiu qu bnhng, tng doanh s vi ngn sch chi ph hp l lun l s quan tmca Gim c bn hng. Chng ny gii thiu nhng cch thc tngnng sut bn hng.A.MC TIU:Chng ny nhm cung cp cho sinh vin kin thc v: - Nng sut bn hng ca lc lng bn hng. - Cc phng php nng cao nng sut bn hng. - Thit k cc khu vc bn hng hiu qu.B.NHNG NI DUNG CHNH:I.NNG SUT CA LC LNG BN HNG:Nng sut ca lc lng bn hng l kt qu lm vic ca lclng bn hng c xt n yu t chi ph ca mt khu vc no . http://www.ebook.edu.vn 87 89. Hin nhin l Gim c bn hng lun quan tm n vic lmth no tng nng sut bn hng trong mt khu vc no mkhng lm tng chi ph mt cch tng ng. lm c iu Gim c bn hng thng phi tm cch tr li nhng cu hi sauy: - C nn tng thm s lng nhn vin bn hng baoph ton khu vc hay gi nguyn s lng nhn vinbn hng v tng hiu qu ca h? - Nu gi nguyn lc lng bn hng th nn phncng nh hin ti hay thay i trch nhim ca h(thay i khch hng, sn phm ph trch, cch tipcn khch hng)? - Nu thay i s lng nhn vin trong khu vc thphn cng li nh th no t c nng sut bnhng cao nht? - C nhiu cch tng nng sut, chng hn nh: - Qun l thi gian hiu qu tng thi gian tm kimkhch hng mi. - Phn chia hiu qu hn n lc dnh cho khch hng tng doanh s. - Phn chia li khu vc bn hng to thun li chovic phn chia cc n lc. - H tr khch hng trong khu vc (khch hng l nhsn xut) ci thin nng lc kinh doanh, tng lngbn ra th trng t tng lng mua hng t cngty. Gim c bn hng da trn vic nh gi, phn tch tnh hnhkhu vc ra quyt nh p dng cch no trong nhng cch nu trn88 http://www.ebook.edu.vn 90. v c th s dng nhiu hn mt cch tng nng sut bn hng timt thi im nht nh.1.Tng thi gian hu ch:Trong cng vic hng ngy, nhn vin bn hng ngoi thi giangiao tip trc tip vi khch hng, h cn phi thc hin nhiu cngvic khc nh hp hnh, bo co, i li, ch i Nu nhn vin bnhng qun l thi gian hiu qu s c th tng c thi gian giao tiptrc tip vi khch hng. Gim c Bn hng cn nhn ra cnguyn nhn gy lng ph thi gian, a ra gii php tng thi gianbn hng hu ch v tng doanh s bn hng. Thng thng thi gianb lng ph l do:a. Qun l thng tin, d liu km:Nhn vin bn hng s dng qu nhiu thi gian trong vic xl cc thng tin v khch hng, s liu bo co bn hng, qun l giyt..., nn lm gim thi gian tip xc bn hng trc tip. Vic ngdng tin b k thut vi cc phn mm bn hng gip ci thin ngk trong cc cng vic qun l hnh chnh.b. Cho hng khng hiu qu: thng vic cho hng khng hiu qu l do: - Sp xp khu vc thm ving, cho hng khng hiu qu lm cho nhn vin bn hng mt nhiu thi gian i li. Mt trong nhng gii php thng c Gim c bn hng p dng (cho hng tiu dng) l phn chia khu vc bn hng theo vng/ min a l cho nhn vin bn hng trong tng ngy trong tun. Nhn vin bn http://www.ebook.edu.vn89 91. 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.c. Nhng thi quen xu ca nhn vin bn hng: thiu t chc, k lut trong cng vic, nhiu hot ng d tha ci thin, c th s dng cc bin php nh: - Xc nh mc tiu r rng cho cc hot ng. - a ra nhng cng vic, hnh ng u tin. - Tm ra nhng hnh ng khng cn thit. - nh ra mt s bin php chun cho mt s trng hp, vn . - Hon thin nhng bin php .Thi gian hu ch ca nhn vin bn hng c xc nh theophng trnh: STt = TWt (ATt + TTt)90 http://www.ebook.edu.vn 92. Vi:STt: thi gian bn hng hu ch trong thi k t (bao gm thi gianlp k hoch v thi gian giao tip trc tip vi khch hng).TWt: tng s thi gian lm vic trong thi k t.ATt: thi gian qun l hnh chnh (hp hnh, bo co) trong thik t.TTt: thi gian i li cn thit trong thi k t.Thi gian bn hng hu ch c th tng ln theo 3 cch:- Tng thi gian lm vic, gim thi gian dnh cho cnhn.- Gim thi gian qun l hnh chnh.- Gim thi gian i li gia nhng khch hng.Cch th nht tng thi gian lm vic, gim thi gian dnh choc nhn thng dn n s mt thng bng trong cuc sng, to ra ccvn v tinh thn, nh hng tm l v lm gim hiu qu cng vicca nhn vin bn hng. Do , bin php ny t c Gim c bnhng p dng.Cch (2) v (3) thng l nhng gii php hiu qu thng quavic s dng cc cng c phn mm bn hng, gim thi gian cho vicqun 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 licho nhn vin bn hng.2.To ra nhng n lc hiu qu hn: http://www.ebook.edu.vn 91 93. Ngoi vic ci thin thi gian hu ch, Gim c bn hng cnlm vic vi nhn vin bn hng gip h phn chia n lc bn hnggia cc nhm khch hng, c nhn khch hng ti a ha doanh sbn hng.a.To ra nhng n lc tt nht: s dng cch tip cn bint cho cc cuc cho hng, vt qua s ny, n lc khngto thm gi tr bn hng.Xem bng 5.1 ta thy: N lc tt nht i vi khch hng X: 4 ln cho hng; N lc tt nht vi khch hng Y: 5 ln cho hng; N lc tt nht vi khch hng Z: 7 ln cho hng.Trong thc t, bin php ny thng c p dng cho tngnhm i tng khch hng. Tuy nhin, vic xc nh chnh xc nlc tt nht l khng n gin v thng mang tnh ch quan. Bng 5.1: S ln cho hng v Doanh s bn hng S ln cho Doanh s bn hng t chng KH XKH YKH Z122.000 4.00032.400 6.000 3.00042.500 7.000 4.00052.500 7.500 4.80062.500 7.500 5.30075.40085.40092 http://www.ebook.edu.vn 94. b.Phng php phn loi khch hng theo ABC: To nhiu thi gian v n lc hn cho nhng khch hng ttnht ca bn.5 Phn nhm khch hng theo th hng A, B, C da trn mc ng gp doanh s bn hng ca khch hng, v d nh sau: 15% lng khch hng to ra 55% doanh s (khch hng A). 20% lng khch hng tip theo to ra 30% doanh s bn hng(khch hng B). 65% lng khch hng cn li ch to ra 15% doanh s bnhng (khch hng C). Vi vic phn nhm ny, nhn vin bn hng s phn b nhngn lc, thi gian, cc chng trnh khuyn mi bn hng, tip ththeo mc u tin cho cc nhm khch hng vi s lng t nhngto ra doanh s ln. im yu ca bin php ny l xc nh mc u tin, phnb n lc bn hng da trn kt qu kinh doanh hin ti m khngquan tm n pht trin nhng c hi tim nng trong tng lai. c.Phng php u t: Cc khch hng c phn loi theo doanh s tim nng v vth bn hng ca cng ty i vi khch hng .5Jamers M.Comer, Qun tr bn hng, NXB Tp. H Ch Minh, 2002http://www.ebook.edu.vn 93 95. Bng 5.2: V th bn hng ca cng ty i vi khch hngMnh Yu Tnh hp dn:Tnh hp dn: Cao: doanh s tim nng Cao: doanh s tim nng Cao cao, v th bn hng ca cao, v th bn hng yu cng ty mnh Phn b n lc: Phn b n lc:Ln, lm mnh v th Lnbn hng Khch hng ln Khch hng trin vng Doanhstim nngTnh hp dn:Tnh hp dn: Va: do v th bn hng Thp: doanh s tim mnh. nng thp, v th bn Phn b n lc: hng yu. Thp Trung bnh: duy tr v Phn b n lc:th bn hng.Thp: gim dn n lc. Khch hng vng chc Khch hng yuII. TNG NNG SUT THNG QUA PHN CHIA KHUVC:1.Phn chia khu vc:Phn chia khu vc bn hng l phn nhm cc khch hng theolnh th a l, sn phm, loi khch hng nhm phn cng nhmnhn vin bn hng phc v mt cch hp l, a ra cc chng trnhbn hng hiu qu.94 http://www.ebook.edu.vn 96. Gim c bn hng phn chia khu vc bn hng nhm mc tiu: - m bo rng khch hng nhn c s quan tm, phc v tt, cc nhn vin bn hng thc hin s ln thm ving bn hng. - nh gi tim nng bn hng mt khu vc v nhn vin bn hng khai thc c hi pht trin ti a doanh s khu vc . - Kim sot chi ph, nh gi, iu chnh hot ng ca nhn vin bn hng. - Nhm nhn vin ph trch khu vc thc hin cc chng trnh, chnh sch bn hng hiu qu.Khu vc bn hng s c thay i khi: - Ti cu trc cng ty: khi c vic hp nht, tch cng ty, a ra sn phm, ngnh kinh doanh mi, ct b sn phm, thay i chin lc, khch hng thay i cch thc kinh doanh, cc hot ng ca i th cnh tranh - Tng, gim ln vi s lng khch hng, khi lng cng vic trong mt hoc vi khu vc bn hng. - Khi nh gi c s thay i tim nng bn hng trong cc khu vc.2.Phn chia li tt c khu vc:Phn chia cc khu vc bn hng c thc hin thng qua 6bc cn bn: - La chn n v hoch nh c bn. http://www.ebook.edu.vn 95 97. - 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 bnn v hoch nh c bn l n v nh nht c nh gi vlng bn hng trong mt khu vc: khch hng/loi khch hng, qun,khu vc kinh doanhBc 2: nh gi lng bn hng hin ti v tim nng ca cng ty.- Xc nh lng bn hng hin ti thc hin vi n v hoch nh c bn.- Xc nh lng bn hng tim nng vi n v hoch nh c bn.- Xc nh cng vic thc hin vi tng n v hoch nh c bn.V d: n v hoch nh c bn l 12 qun.Bng 5.3: S lng bn v s ln ving thm Qun Lng bnLng bnS ln tim nng hin ti ving thm (1.000 USD)(1.000 USD) cho hng 1 430 100 65 2 21035 45 3 14035 25 4 31048 5596 http://www.ebook.edu.vn 98. 5510 125 105 6330 8760 7190 4030 8140 2525 9270 5850 10 370 6550 11 380 8255 12 460 9280 Tng3,740792 645Bc 3: Phn chia khu vc bn hng theo lng bn tim nng. Gim c bn hng phn chia cc khu vc bn hng thnh cckhu vc vi tim nng bn hng tng i ngang nhau.Bng 5.4: Phn chia theo lng bn hng tim nngn v tnh: 1.000 USDKHU VC AKHU VC B KHU VC CQun TImCho Qun TIm ChoQun TIm Cho nnghngnng hng nng hng143065 3140 25 4310 55221045 5510105 7190 30633060 8140 25 10 370 5092705012460 80 11 380 55Tng 1240 220Tng1250235Tng 1250 190Tim nng/khu vc33.2%33.4%33.4% http://www.ebook.edu.vn97 99. Bc 4: iu chnh thit kGim c bn hng xem xt iu chnh vic phn chia khu vctheo cc yu t khc ngoi lng bn tim nng nh: chi ph, khilng cng vic(xem bng 5.5)Bc 5: nh gi nhng vn nhn s bn hng.Xem xt n cc yu t ca nhn vin bn hng: mi quan hsn c vi khch hng, kin thc ca nhn vin bn hng p ng yucu khch hng, di chuyn.Bc 6: Hon tt thit k.Tho lun vi lc lng bn hng, xem xt cc yu t hnhchnh cui cng, trnh ln cp cao hn v trin khai thc hin.3.Thay i ng gii hn khu vc:Thay i ng phn ranh gii gia cc khu vc lm thayi lng bn tim nng, s lng khch hng, khi lng cng vicgia cc khu vc. Hoc cng c th thay i mt khu vc thnh hai,m thm chi nhnh, i l mi pht trin lng bn hng ca cngty.V d: Gim khu vc 1, 2 tng khu vc 31 21 2 398 http://www.ebook.edu.vn 100. 3III. TNG NNG SUT THNG QUA KHCH HNG TRONG KHU VC: Gim c bn hng c th tng lng bn hng trong khu vcbng cc chng trnh tng lng bn hng cho khch hng hin c vtm kim c hi bn hng cho cc khch hng trin vng. - Tng lng bn hng cho khch hng hin c: h trkhch hng l cc cng ty sn xut, cc i l phnphi sn phm ca cng ty trong khu vc, ci thinnng lc kinh doanh, tng lng bn ra th trng t tng lng mua hng t cng ty. - Khch hng trin vng: nhng khch hng ny s cnhu cu mua sn phm trong tng lai hay hin ti,ang tm kim thng tin v sn phm, mua t i thLc lng bn hng c nhim v chuyn nhng khchhng trin vng thnh khch hng.IV.T NG HA LC LNG BN HNG: Doanh nghip s dng h thng my tnh, cc phn mm qunl bn hng h tr lc lng bn hng trong cc hot ng kinh doanhnh: tm kim, theo di khch hng tim nng, chm sc khch hng,x l n hng Phn mm qun l bn hng cn l cng c h trGim c bn hng trong vic phn tch bn hng, a ra hn ngch,nh gi lc lng bn hng chun xc. http://www.ebook.edu.vn 99 101. Lm th no h tr lc lng bn hng tng tnh hiu qubn hng, tng doanh s vi ngn sch chi ph hp l lun l s quantm ca Gim c bn hng. thc hin iu ny, Gim c bnhng cn tm hiu nhng yu t nh hng n nng sut ca lclng bn hng v t tm kim nhng c hi gia tng hiu qu.100http://www.ebook.edu.vn 102. TM TT -Tng thi gian hu ch: tng thi gian lm vic, gim thigian qun l hnh chnh hay gim thi gian i li gianhng khch hng. -To ra nhng n lc hiu qu hn: to ra nhng n lctt nht, phn loi khch hng theo ABC, phng phpu t. -Tng nng sut thng qua vic phn chia khu vc bnhng, tng nng sut thng qua khch hng trong khuvc. -T ng ha bn hng vi s h tr ca cc chngtrnh, phn mm qun l bn hng.http://www.ebook.edu.vn 101 103. BI TPBn l Gim c bn hng ca cng ty phn phi xe t nhpkhu Sao Mai. S liu bn hng nm 2006 nh sau:S lng S lngSTTNhm khch hng khch hng bn (chic)Gia nh < 4 ngi, thu nhp 1150 25500 - 800USD/thGia nh < 4 ngi, thu nhp 2100 20800 - 1000USD/thGia nh < 4 ngi, 3 80 20thu nhp >1000USD/thGia nh > 4 ngi, 4 80 22thu nhp 600 - 1000USD/thGia nh > 4 ngi, 5 60 20thu nhp 1000-1500USD/thGia nh > 4 ngi, 6 40 15thu nhp >1500USD/thDoanh nghip nh v va Vit 7 70 20Nam 8Doanh nghip ln - Vit Nam20 8Doanh nghip nh v va - 9 40 10nc ngoiDoanh nghip ln - nc 1057ngoi 11 C quan Nh nc Chnh ph 40 50102http://www.ebook.edu.vn 104. Doanh nghip kinh doanh vn 1250 120chuyn hnh khch 13 Doanh nghip du lch 3060 Tng7653971.Bn hy p dng phng php phn nhm khch hng ABC tng nng sut ca lc lng bn hng.2.Bn hy xy dng chng trnh nhm tng mnh doanh s bnhng thng qua vic tp trung vo nhm khch hng A (doanhs cao). http://www.ebook.edu.vn 103 105. Chng 6: XY DNG I NG BN HNG TUYN DNG V LA CHNCc bn thn mn,Trong thi i ngy nay, con ngi l cha kha thnh cng cadoanh nghip; tuy nhin xy dng c mt i ng bn hngmnh 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 nhns 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 dngi ng bn hng t khu u tin: tuyn dng v la chn. Tuynhin, cc bn cng cn lu ni dung chng ny s c lin quanmt thit vi mn hc qun tr nhn s - do vy, nu c iu kin, ccbn cn tham kho thm bi hc tr nn d hiu hn.A.MC TIU:Bi ny s gip cho sinh vin nm vng nhng vn nh sau:- Cc ngun tuyn dng.- Cc yu cu khi tuyn dng.- Cc phng php tuyn dng.- Qu trnh la chn.104http://www.ebook.edu.vn 106. - Cc tiu chun, phng php c s dng trong qu trnh tuyn chn.B.NI D