Qualifications, Communication Processes with Customers and Marketing Communication Tools Appication of Successful Showroom Salespersons:Case Study of Boonthavorn Ceramic Co.,Ltd. Pinklao Branch
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ABSTRACT This independent study has 3 main objectives to study the following aspects: 1) the qualifications of successful showroom salespersons 2) the communication process of successful showroom salespersons 3) the application of marketing communication process as the tool to enhance successful showroom salespersons sales’ techniques. Samples were 10 successful showroom salespersons and 5 showroom sales supervisors of Boonthavorn Ceramic Co.,Ltd. Pinklao Boonthavorn Ceramic Co.,Ltd. Pinklao Branch . The study was conducted through the observation and interview to gather data for analyzing and presenting as an essay. The independent study yielded the following results: 1) The qualifications of successful showroom salespersons were indifferent from the ideal qualifications of regular salespersons, based on Boonthavorn Ceramic 4 core values strategies for building personality. These core values are related first to friendliness as being friendly and helpful person; whereas, creativity represented constructive ideas, while passion is the determination and enthusiasm and last the expertise that involved skills in performing tasks. Furthermore, more qualifications were found as parts of specific personality of successful showroom salespersons, such as, having a sense of humor and ability to read the house plan. 2) The communication process of successful showroom salespersons mainly focused on the analytical process of customers qualifications by classifying customers based on customers’ buying preferences and habits with follow-up customer service plans that tailored to each customer’s needs. 3) The successful showroom salespersons applied the communication process that Boonthavorn Ceramic Co., Ltd. had been developed for specific sales. Nonetheless, they were unable to fully comprehend the proper function and use of this marketing communication tool to derive at full benefit because of their reactive communication with other departments so sale efficiency was under achievement. The above-mentioned statements could be reviewed and edited for the preparation of introductory documents, manuals and training materials to further improve overall potentials of showroom salespersons. Furthermore, the company had developed the transparent guidelines for managing different departments, namely, Sales, Marketing Communication and Human Resources, so they could integrated their performances for better results.
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