基于需求的推销:来自实验的见解

Ganesha H. R., P. Aithal, K. P.
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引用次数: 19

摘要

在实体零售中,销售人员扮演着最重要和最复杂的角色,他们是实时直接与消费者联系的人。据观察,印度的大多数实体零售商都认为;走进他们商店的消费者对自己的需求有一个清晰的认识,并根据他们的需求向商店的销售人员询问特定的产品/类别/品牌。这样一个重要的假设在销售人员中产生了一种倾向和心态,他们认为,通过交叉销售或向上销售的方式,他们已经没有多少空间向消费者的篮子中添加更多的产品了。在这项研究中,我们试图设计一种新的基于需求的销售技巧,并通过实验来评估(a)销售人员对消费者导向的态度,(b)销售的产品/类别/品牌类型,以及(c)整体商店盈利能力的变化。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Need-Based Sales Pitch: Insights from an Experiment
In brick-and-mortar retailing, sales personnel play the most important and complex rolewhereby they are the ones who are connected to consumers directly on a real-time basis. It isobserved that the majority of brick-and-mortar retailers in India assume; consumers who walkinto their stores have a clear understanding about their needs and based on their needs theyenquire sales personnel in the store about a specific product/category/brand. Such a significantassumption has created a predisposition and mindset in sales personnel, and they believe thatthey are left with very little room for adding any more products into consumers basket by theway of either cross-selling or up-selling. In this research, we have attempted to design a newneed-based sales pitch technique and applied the same through an experiment to evaluate thechange in (a) sales person’s attitude towards consumer orientation, (b) types ofproducts/categories/brands being sold, and (c) overall store profitability.
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