Knowledge Management Strategies For Sales Teams In N Company

This study focuses on the knowledge management through customer relationship management system(CRM)and other approaches in sales teams of N company which is a listed company.The sales teams of N company consist of more than 2000 salespeople in nearly 300 offices across China.However,some challenges facing N company,such as frequent turnover of salespeople,low work efficiency of salespeople,and unsmooth sharing of information and knowledge,lead to the serious loss of customers.Targeting at these problems,N company leverages the CRM system and other useful approaches to improve the knowledge management in its sales teams.This study conducted a questionnaire survey of around 300 salespeople from three branches of N company in North China,which aims to describe the current situation of knowledge management and examine the effects of various existing knowledge management approaches in N company.This study finds that the most effective approach to acquire information and knowledge is the way of mentors leading apprentices,followed by individual guidance from leaders,interpersonal communication among employees,and training,while the CRM system is regarded as the least effective approach.The results show that the perceived benefits of the CRM system is the most important factor to promote knowledge sharing,whereas the turnover intention is the most important factor to knowledge hiding.Based on the research results,this study puts forward various suggestions for N company to improve the knowledge management among its sales teams.Firstly,N company should continue to leverage the knowledge management approaches adopted in sales teams,such as the way of mentors leading apprentices,individual guidance from leaders,interpersonal communication among employee,internal trainer policy,and training system.Secondly,N company should optimize its CRM system module to help salespeople obtain more valuable information and knowledge effectively.Lastly,N company should strengthen the career management of salespeople and reduce their turnover rate,so as to reduce their knowledge hiding behaviors.