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МІНІСТЕРСТВО ОСВІТИ І НАУКИ УКРАЇНИ
ОДЕСЬКИЙ НАЦІОНАЛЬНИЙ ЕКОНОМІЧНИЙ УНІВЕРСИТЕТ
КИЇВСЬКИЙ НАЦІОНАЛЬНИЙ ТОРГОВЕЛЬНО- ЕКОНОМІЧНИЙ
УНІВЕРСИТЕТ
КАФЕДРА МАРКЕТИНГУ ОНЕУ КАФЕДРА
МАРКЕТИНГУ КНТЕУ
МАРКЕТИНГ:
ВИКЛИКИ ТА РІШЕННЯ
МАТЕРІАЛИ
ВСЕУКРАЇНСЬКОЇ НАУКОВО-ПРАКТИЧНОЇ КОНФЕРЕНЦІЇ
Одеса – 2019
Seturi Maia
PhD, assistant professor of marketing Department,
Ivane Javakhishvili Tbilisi State University, Tbilisi
DETERMINING ASPECTS OF CUSTOMERS ATTITUDE TOWARDS
SALES PERSONNEL
Abstract — Sales play a very important role in efficient functioning of market
economy. Personal communication has a great importance in selling. This is
directed towards, that the seller should assist, should help and convince potential
customers to buy the product (service). Trading personnel practically helps people
make the right choice. Customers' attitude toward selling methods and trading
personnel significantly changed in the last years in Georgia. The consumers
requirements were improved and developed. The goal of the research was to study
some modern views and approaches in sales, which determining to create a
dependency towards sales staff and therefore, they influence on selling indicator.
Keywords — Selling, sales personnel, trade, selling methods.
INRODUCTION
Trade and sale is one of the oldest human activities. The professional activity of the
sales personnel is difficult and requires great effort. Also, sometimes people have
negative attitudes and opinions towards the sales personnel. However, such attitude
is not groundless. It affects on the customers negatively when sellers mislead
customers. For example, in many US states accepted sales laws, in which is given
what is not permissible; sellers should not deceive customers, they should not
mislead them [1].
It must be noted that the interest in this issue is growing in Georgia. Local trading
companies will not be able to profitable function, if they do not pay serious attention
to the basic aspects of selling. In the field of trade is an important competition. The
number of retail trade companies in Georgia is quite numerous. Inside the country
are functioning hypermarkets, retail stores and supermarket chains, small shops in
the district, etc. It should be noted that in the recent years in Georgia significantly
increased number of employees in wholesale and retail trade.
Table 1.
Indicators of enterprises of wholesale and retail trade [2].
Year
Volume turnover
(at current prices),
mln.GEL
Annual average
number of the
employed, persons
2013
22 819.9
119 638
2014
25 249.5
138 411
2015
26 690.5
156 089
2016
29 284.7
169 699
2017
32 816.3
183 884
LITERATURE REVIEW
People employed in sales play an important role in the country's economic system,
because practically on them depend how well and quickly will be sold produced
products. The efforts of salespeople have a direct impact on such diverse areas as
these: the success of new products; keeping existing products on the retailer’s shelf;
constructing manufacturing facilities; opening businesses and keeping them open
[3].
Various personnel involved in the sale have a relationship with potential buyers.
Therefore, they in many case, know the needs of customers and have information
about buyers. Creation of customer satisfaction is much depends on Trade staff. The
seller should listen to the potential buyer when he or she asks the question or when
wants to specify some aspect of the product before buying.
Trading personnel should have knowledge, mood and desire for listen to consumers,
consider their needs and help them. This is the most pressing issue for shop trade
today, because it has a great deal of competition with modern electronic forms of
selling. Similar to the processes ongoing in the world, the number of Internet users
is growing in Georgia as well and hence, the limits of its use for business are
expanding as well. More and more users have access to the wire Internet. In
addition, the number of wireless internet users increases as well [4].
It is impossible for trade staff to establish positive relations with consumers if they
only care about their own interests. It is also important that the seller does not
deceive the buyer, tell them truth about the product.
Among the modern theories about sales is worth mentioning "Golden Rule".
According to this approach, customer’s interests are the most important for the
seller. Sales personnel serve and help consumers as to dear and loved persons.
Sales personnel can’t be successful in his (her) case if does not like this job and
relationship with people. Sales personnel should be sure that products for sale are
useful for consumers [3]. Vendors serve other people in a good mood, and the
customer likes purchased products. Thus, the sales staff makes a great contribution
to the welfare of people. If we compare this approach with what we see in real life,
we will see that only a small number of companies use this approach [5].
To ensure the effectiveness of marketing activities, it is very important to consider
such aspects as, missing buyers, number of unsatisfied buyers, number of new
customers, etc. [6]. Therefore, the effectiveness of marketing activities to some
extent related to the results of the sales staff.
METHODOLOGY
In our study we used marketing research methods. In the research process
researcher can gather secondary data, primary data, or both. In the work there are
used the concepts of marketing theories, statistic data, information existing on
web-pages of certain Georgian organizations, etc.
FINDINGS
In our opinion, sales staff should have the following characteristics and skills:
Love for his work,
Sociability,
Knowledge of the properties of products presented for sale,
Politeness,
The ability to properly perform the procedures associated with his case,
Confidence
Constant willingness to listen to customers and serve them,
Diligence, etc.
Conclusion
We consider some of the main recommendations to improve customer service:
It is of great importance to employ qualified people at selling work, who
have personal characteristics (communication skills, etc.), which are
essential for sales career;
It is important to increase the salaries of those workers who are selling,
which are in direct contact with the consumers. Because this personnel
serves other people, contributing to their well-being, helps consumers get
the buying decisions. Unfortunately, the salary of such personnel in our
country (in most cases) is very low; Only truly motivated sales personnel
will be able to put customers in the first place and take care of them as
“precious” clients.
Today, special importance is given to keep the buyers, to ensure full
satisfaction of consumers [7], to establish relationships with customers
based on their trust. Such events are known as relationship marketing.
REFERENCES
[1] Philip Kotler, Gary Armstrong, Principles of Marketing, 14th edition, (translate in
Georgian), Tbilisi, 2015, p.489
[2] Statistical Yearbook of Georgia: 2018 / National Statistics Office of Georgia. –
Tbilisi, 2018. p.211
http://www.geostat.ge/cms/site_images/_files/yearbook/Yearbook_2018.pdf
[3] Charles M. Futrell, Fundamentals of Selling Customers for Life Through Service
, Twelfth Edition, Published by McGraw-Hill/Irwin, Texas A & M University.
pp. 5, 9, 17.
[4] Mghebrishvili B., Seturi M. (2015) Trade Personnel and Shop Trade Challenges
in Contemporary Conditions. The 7th international Research
Conference “Management Challenges in the 21st Century”, May, 2015, School of
Management, Bratislava. (PDF) Trade Personnel and Shop Trade Challenges in
Contemporary Conditions. Available
from: https://www.researchgate.net/publication/308994957_Trade_Personnel_an
d_Shop_Trade_Challenges_in_Contemporary_Conditions . p. 1
[5] Todua, N., Vashakidze, B. (2018) Consumers Attitudes towards Personal Selling
on the Georgian Market. Economics and Business. Vol.11, No.1, pp.114-130
[6] Seturi M. (2013) FOR EVALUATION OF MARKETING EFFICIENCY.
SCIENTIFIC PROCEEDINGS OF GURAM TAVARTKILADZE
TEACHING UNIVERSITY. Vol.3, Publishing House “UNIVERSAL” ,Tbilisi
2013. (PDF) FOR EVALUATION OF MARKETING EFFICIENCY. Available
from: https://www.researchgate.net/publication/325869228_FOR_EVALUATIO
N_OF_MARKETING_EFFICIENCY. p.76
[7] University Project of translating books. Scientific editor Todua N., TSU
publishing house, 2015. Authorized translation from the English language edition,
entitled MARKETING MANAGEMENT, 14 Edition; ISBN 0132102927; by
KOTLER, PHILIP; and by KELLER, KEVIN; Published by Pearson Education,
Inc., publishing as Prentice Hall. Pearson. p.168