Study On The Competencies Of Salesmen In White Appliance Industry

The white appliance of the appliance industry product is to save the consumers from housework. The industry of white appliance has ranked as the top in the development of the appliance industry. The salesman in the industry is the main power to get the advantage of the marketing strategy. In sum, the companies of white appliance industry have got not enough excellent salesmen, and the ones they recruited seem not to gather as a perfect team. The companies have to provide lots of human resource and money on training salesmen to make the selling team high quality, but still can get the shot.In academic area, many researcher paid more attention on such issues and some of them have done the early and basic study on competency of salesmen. But the one based on the white appliance industry seems not to be seen.In this situation the essay has asked 16 experts to do the questionnaire of the first step research and made the pre-model, based on lots of theory and the usual model of the marketing. The research was launched in Beijing, Shanghai, Qingdao and Dalian during Mar and Jun of 2009, faced with the salesmen of two famous appliance companies and five big shopping hall. The research questionnaires were sent out as a total number of 250. The 30% of the salesmen (75)who ranked the top performance were divided to the high-performance group, the other(175) were in the normal group. The 246 questionnaires were got back, 223 of them were effective. There were 75 in the high-performance group, 148 in the normal group. With the SPSS software the analyzing of the data showed the conclusion that:1. prove the model built to be effective.2. make out the main competency factors of the high performance salesmen:Work hard, never give up; Work with enthusiasm, high standard; have the insight to get the potential opportunity; The analyzing ability; Good relationship with the colleague in the same industry; Agree with the Company Culture; Quick learner.3. Creatively make out the "experience" " organization atmosphere" "company culture" and etc.-new competency factors .Prove the reverse effect on the experience to performance.4. Provide new suggestions to the HR management of these companies.