Abstract
The paper represents novelty and features of the authors’ understanding of relationship marketing. It is scientific and practically new paradigm in science. The paper outlines the purpose of relationship marketing – to build, maintain and develop privileged relationships with the company’s stakeholders in order to obtain mutual benefits and help to society. The authors focus on definition of personal sales and personal sales’ target. The paper describes behavioral indicators characterizing demonstration of competences included in the “Influencing” cluster and proposes stages of assessment of the competence development level of personal agents. The paper reveals the authors’ questionnaire to assess the competence development level of personal agents. The authors propose three formulas for assessment of the individual competence development level.
Highlights
In modern conditions, companies must solve important problems
The purpose of personal sales is to build, maintain and develop privileged relationships between customers, mainly key, and personal agents, reinforced by the activation of a positive response from customers related to the purchase of goods
It is important that the management of the company inform employees about the goals and objectives that form the basis of the methodology for assessment of the competence development level of personal agents
Summary
They face such problems as high competition in the markets for goods and services, decrease in the effectiveness of traditional personal sales, changing needs, and an increase in the importance of satisfaction level, involvement and trust from customers. The culture of trade is changing, and with it, the functions of sales staff are changing too These circumstances require the regulation of the education of employees with a significant set of the competences. This primarily concerns people who are engaged in personal sales – personal agents. It is important to have a set of tools to assess the competence development level of personal agents. The purpose of the article is to develop stages of assessment of the competence development level of personal agents in the context of relationship marketing. We need to substantiate the use mathematics in marketing and to propose a formula for assessment of the competence development level of an individual employee, a formula for assessment of the average competence development level of all employees, a formula for assessment of the development level of all competences of personal agents
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