Naslov
Proactive sales techniques – a case study

Autori
Mrvica Mađarac, Sandra ; Brajević, Slađana ; Filipović, Zvonimir

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Conference Proceedings CIET 2022 / Buljan Barbača, D. ; Miletić, M. - Split : Sveučilište u Splitu ; Sveučilišni odjel za stručne studije Sveučilišta u Splitu, 2022, 132-143

ISBN
978-953-7220-70-9

Skup
5th Conference Contemporary Issues in Economics and Technology (CIET 2022)

Mjesto i datum
Valencia, Španjolska, 16.06.2022. - 17.06.2022

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
sales strategies and tactics, sales improvement, proactive sales methods, case study

Sažetak
The modern sales market is flooded with products, therefore trading companies use different sales strategies and techniques to increase their sales and to attract customers. When scheming a sales strategy, various factors are taken into account, such as: controlled variables (product offer, company location, relationships with the suppliers) and uncontrolled variables (consumers, technology, seasonal impact, legal regulations). When working with the customers, sales team are facing obstacles on a daily basis. So, in order to smoothly communicate with the customers, proactive sales techniques are being used. With the use of proactive sales techniques, the customer is approached on an affirmative way, because the trade companies want to educate their customers where on this way are obtained the benefits of this sales method. Within the proactive trading companies, they are performing product presentations, self-analysis of their approach to the customer, the analysis of the market demand segments is performed, and also analysis of the sales market, and on that basis, sales preparation and proactive approach have been counted in. Proactivity in sales represents a combination of different elements: those of self-initiative, determination, competitiveness, inventiveness, persistence, adaptability, focus on success and loyalty to the customer. One of the proactive techniques is to improve sales by means of using different tools. In sales situations when customers are dissatisfied or demanding, techniques for assertive communication in sales are implemented. Effective sales process management can be a turning point in a company’s sales business. In this paper are analysed sales strategies and tactics, types of proactivity, sales improvement, proactivity cycle and application of proactive sales methods on the example on one trading company. The results of this work indicate the benefit of applying proactivity in sales on the example of the observed company.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA