Developing Salesperson's Traits Affecting Purchasing Decision of Traditional Trade Owners in Household Electrical Appliances A Case Study of Goldstar advanced Co., Ltd.

Journal article

Authors/Editors

Strategic Research Themes

Publication Details

Author list: Panat Lam; Rangsan Kiatpanont

Publisher: มหาวิทยาลัยการจัดการและเทคโนโลยีอีสเทิร์น

Publication year: 2021

Journal acronym: UMTPOLY

Volume number: 184

Issue number: 2

Start page: 170

End page: 184

Number of pages: 15

ISSN: 2673-0618

URL: https://so06.tci-thaijo.org/index.php/umt-poly/article/view/249470

Abstract

This qualitative research aims to study the desirable characteristics of salespersons in the traditional trade market and also design a salesperson development plan. Therefore, we collected data from three groups of people including four salesperson experts, twenty traditional trade store owners and another twenty experienced traditional-trade salesperson. As a result, we found that the desirable characteristics of salespersons comprise of three dimensions: 1) personality and mindset, 2) knowledge and expertise and 3) duties and responsibilities. For instance, salespeople should suitably dress and sincerely talk with customers with service-oriented mindsets. Moreover, they have to be experts in their products and well-informed about their markets. Furthermore, they are expected to support their customers in many aspects such as customers visiting, sale order processing and after- sales services. As a consequence, we design a salesperson development plan by employing the 70:20:10 approach focusing on learning by doing, group discussion and classroom training accordingly.

Keywords

ผู้แทนขาย, แผนการพัฒนาบุคลากร