Before moving on to listing the ways to organize a company’s sales network, it is worth first revealing the very concept of sales, its factors, elements, functions and types.

Sales is a key link in marketing and all activities of an enterprise in creating, producing and bringing goods to the consumer, the main task of which is to return the funds invested in the production of goods and make a profit, or in other words, “the right product in the right place and in right time».

The main goal of the enterprise's sales policy is to ensure the availability of goods to consumers. To achieve it you need:

Identify the need of the target market and calculate its capacity;

Determine effective distribution channels;

Bring it as far as possible faster goods to consumers.

Factors justifying the creation of your own sales network:

· main consumers are concentrated geographically;

· consumers are few and well known;

· the product is specialized or manufactured according to the buyer's specifications;

· there is a need for specialized services;

· the cost of a unit of goods is quite high;

· the manufacturer has the necessary financial resources.

There are also main factors influencing the organization of the sales system itself:

1) features of the product (type, stage of gastrointestinal tract);

2) type of consumer;

3) geographical extent of the market.

The concept of sales includes such elements as: transportation, warehousing, storage, processing, promotion to retail and wholesale trade levels, pre-sale preparation and the sale itself.

A sales system is a complex that includes the sales network of an enterprise and those distribution channels that use it to sell goods.

The main elements of the sales system include:

1. Sales channel – the defining link in the sales system of a given product, characterizing the operating features, conditions and restrictions of sales activities;

2. Wholesaler (wholesaler) is a person (enterprise) that purchases significant quantities of goods from various manufacturers and limits their movement in retail trade;

3. Retailer - a person (enterprise) that directly sells a relatively large number of goods to the final consumer and purchases the goods either from a wholesaler or from a manufacturer;

4. Broker – a trade intermediary who organizes the sale of goods without acquiring ownership of them;

5. Commission agent - a person who has a warehouse with goods that he sells on his own behalf, but at the expense of the manufacturing enterprise;

6. Wholesale agent - an employee under an agreement with the selling enterprise, conducting operations at his expense, and at the same time he may be given the exclusive right to sell the enterprise’s goods in certain amounts;

7. Consignee – a person who has his own warehouse and goods, but on a consignment basis (i.e. the goods are transferred to him for safekeeping by the manufacturer);

8. Sales agent (sales agent) - a person who independently sells the goods of an enterprise to buyers and has a different status: working with restrictions (on consignment terms), serving only a given enterprise or a given consumer;

9. Dealer is a widespread type of sales agent, specializing, as a rule, in the sale of durable goods that require significant amounts of service, which the dealer himself and his assistants usually do not provide.

The functions of the sales system include:

Formation of a sales strategy;

Selection of sales channels;

Generation and processing of documentation reflecting consumer orders;

Product packaging;

Formation of batches of goods in accordance with the needs of consumers;

Warehousing of goods before transportation and their necessary modification in warehouses;

Organization of transportation of goods;

Assisting intermediaries in organizing the effective sale of goods;

Collection and systematization of opinions of final and intermediate consumers about products and the enterprise.

Organization of the sale of goods to the final consumer can be carried out using:

– offering goods in a retail trade enterprise (“merchandising”);

– licensed trade (“franchising”);

– direct contacts with consumers (“direct marketing”).

When planning a sale, the following areas of activity should be considered:

· study of market conditions - carried out at the general economic, industry and market levels based on predictive and analytical approaches;

· turnover forecast - assessment of the sale of goods in physical and value terms and the enterprise’s share in the turnover of enterprises operating in a given market, which is carried out for various periods and using various methods. The compiled forecasts are used when conducting trade operations, drawing up production schedules and inventory management, justifying budgets and profits, determining prices, financial costs;

· Preparation financial estimate– correlation of expected sales with the expected amount of trading expenses and possible profit. Estimates are compiled based on total sales volume and individual goods;

· establishing “sales standards” - defining specific tasks for sales agents;

· trade reporting – providing information on actual sales and costs, information on new trends in the market;

· control criteria.

Types of product distribution systems are presented below in table. 1

Table 1 - Types of product distribution systems

Let's consider ways to organize a company's sales network, which include:

I. Sales of products directly to consumers through our own sales network.

Advantages of the method:

Access to primary information about needs, preferences, motivation, trends in market development, the relationship between supply and demand;

Focused on the sale and marketing of company products only;

Accounting and control over the distribution of products, sales volumes, return of goods and its reasons.

II. Sales of products through intermediaries: the company is introducing itself into new sales markets, since its own system may not yet have been created, or has insufficient capabilities to maintain its own sales network, or the company is interested in providing the consumer with related services that it is not able to provide on its own. Wholesale companies, distributors, dealers, sales and sales agents, and brokers can act as intermediaries.

High initial costs for maintaining their own distribution network are pushing industrial companies to use various types independent intermediaries. The expediency of their use is undeniable when a company is introducing itself to new sales markets, when its own sales system has not yet been created. It is also necessary in the main market if this network is represented by companies that can compete strongly with the company's sales divisions, both due to their financial strength and good development market and close contacts with consumers. Establishing relationships with independent sales organizations can help push out competing firms that cooperate with the same agents on less favorable terms from the market.

III. A mixed distribution system is a method in which a manufacturer uses different methods of selling products (for example, direct and indirect sales).

PRACTICAL PART

Organizing a sales system for industrial and technical goods requires an integrated rational approach and solving a number of problems ultimately associated with determining the effectiveness of a particular system for organizing sales activities. For the sale of PPTN, the main form of sale is personal. Thus, the importance and necessity of establishing broad personal contacts with potential buyers and business partners grows.

In general, when organizing sales of PPTN, as well as consumer goods, it is possible to use two main methods:

Sales of products directly to the end consumer through our own sales network;

Sales of products through intermediaries.

Wholesale companies, distributors, dealers, sales and sales agents, brokers, etc. can act as intermediaries.

Organization of the company's own sales network

The company's own sales network consists of the company's sales department and a group of dependent intermediaries. In this case, the intermediary is not the owner of the goods, he sells it from the company's warehouse or from his own warehouse, where the goods are located on consignment terms, and has a certain percentage of each transaction. Thus, the agent is directly subordinate to the sales department, carries out its orders, carries out the general marketing and sales policy of the company and is obliged to regularly submit standard reports on its activities, the situation in the market and the customer segments that it serves.

Organizing your own sales network requires large expenses. Therefore, it is not recommended for enterprises serving narrow market segments and individual non-regular customers.

Advantages of creating your own sales network:

1. Organization of direct interaction with end consumers of products, which allows for direct access to primary information about the needs and preferences of the main buyers, customer motivation, market development trends - supply and demand, the activities of competitors in the market, the attitude of buyers towards the company's and competitors' products, etc. .P. Thus, direct contacts allow you to “feel” market demand and have primary information, which ultimately allows you to formulate an optimal market strategy.

2. Own sales network is focused on selling only the company's products; all efforts of managers and sales agents are distributed according to the general marketing and sales strategy of the company.

3. The possibility of organizing a strict system of accounting and control over the distribution of products, sales volumes, return of goods and its reasons increases.

According to the latest industrial census in the United States, almost half of PPTN was sold through its own sales divisions.

The high initial costs of maintaining their own distribution network are pushing industrial companies to use various types of independent intermediaries.

The expediency of their use is undeniable when a company is introducing itself to new sales markets, when its own sales system has not yet been created. It is also necessary in the main market if this network is represented by companies that can compete strongly with the company's sales divisions, both due to their financial strength and because of their good market penetration and close contacts with consumers. Establishing relationships with independent sales organizations can help push out competing firms that cooperate with the same agents on less favorable terms from the market.

Also, such a system can be used in cases where a company is interested in providing consumers with related services that it is not able to provide on its own, while sales companies do this. Most often, an industrial company combines the options of using its own sales network and dependent and independent intermediaries.

Starting with the organization of an independent sales network and gaining a foothold in the market of target interest, industrial firms try to turn independent intermediaries into dependent ones by buying up shares, creating a personal union, etc. When deciding on the need for costs for the financial subordination of an intermediary, the company compares them with the costs of creating its own distribution network.

The organization of a sales network, among other things, depends on 3 main factors: the type of product, the nature of the consumer and the geographical extent of the market. In accordance with this, there are 3 main types of organization of the sales network: by region, by type of product and by type of consumer.

The type of sales organization also differs according to the stages of life cycle. During the introduction and growth phases, it is recommended that sales agents specialize in specific product groups. This is explained by the task of bringing information to the consumer about the benefits of the product and teaching him how to use it. Maturity and decline - organizing sales into consumer groups depending on the way they use the product. In this case, the tasks of fully satisfying the buyer’s requirements, clarifying his requests for improving the quality and models of the product, and providing him with specialized services in accordance with the specific method of use of the product by this consumer come to the fore. Thus, the introduction of IBM electronic computer technology in the early stages was carried out through the specialization of sales agents in the sale of individual species computers. Since the late 50s. the company took the path of organizing sales using the method of specialization in industries using computer technology, which, among other things, made it possible to provide services to consumers for the implementation of specialized software packages. (Lavrov, Zlobin)

The optimal product delivery scheme uses a model that minimizes the cost of delivering the product to the end user, as well as the time spent on delivery. An important issue is the choice of types of distribution channels.

The distribution channel refers to a number of organizations or individuals (individuals) involved in the process of bringing products to the final consumer; this is the path along which the manufacturer’s products move.

Participants in distribution channels - intermediaries - perform the following functions:

• transport goods, bringing them closer geographically to the location of end consumers;
• store goods;
• establish contacts with potential and actual clients;
• collect marketing information- about the state of the market and demand;
• inform potential consumers about products, advertise them and stimulate sales;
• provide additional services to consumers - order picking, packaging, slicing, etc.
• bear certain costs for organizing the channel's activities - finance the channel;
• bear financial and other types of risks related to the functioning of channels.

For the manufacturer, it is important to organize not only the first act of shipment of goods to a specific intermediary, but the entire distribution chain, which is characterized by the number of levels of the distribution channel. When agreeing on the sale of goods, distribution channels are usually negotiated in order to bring them into line with consumer needs.

The distribution channel level is any intermediary who performs certain work to bring the product and ownership of it closer to the end consumer (Golubkov). The number of independent levels determines the length of the distribution channel. the simplest is the direct marketing channel, consisting of the manufacturer selling the product directly to the consumer. The shorter the chain, the more trade costs the manufacturer bears.

Among the intermediaries, the following types are distinguished: wholesale firms, distributors, dealers, agents, brokers, traveling salesmen, jobbers, etc. Let's look at the main ones.

Wholesale companies are trading enterprises that have a wide range of PTN products, and also provide consumers with various services- transportation and delivery, storage, packaging, cutting, packaging, etc.

Wholesale companies acquire ownership of goods, have their own warehouses and stocks, vehicles, brand. They trade on their own behalf, at their own peril and risk, at their own prices, which are obtained by setting a certain markup for each type of product. Wholesale companies have fairly strong and long-term contacts with their consumers located in the territory where the bases themselves are located. Typically, wholesale bases are located in industrial centers - places of accumulation and concentration of industrial consumers.

Wholesale companies are large (annual turnover over $1 million), medium and small (annual turnover up to $200 thousand).

By selling its products to a small number of large wholesalers, the supplier can gain a significant market share and minimize its costs associated with sales and physical distribution. However, he runs the risk of losing contacts with end consumers of products, and therefore losing access to the primary market information channel. Therefore, even in the case of high economic efficiency Using large wholesale companies, the manufacturer nevertheless ships some of the products directly to the largest consumers, or through its own sales divisions.

Manufacturers provide wholesale discounts only to large wholesale companies.

Often in practice, suppliers believe that working with a supplier directly without an intermediary is more effective. However, this is not always the case. A small and medium-sized industrial consumer cannot always issue a large wholesale order to a manufacturer, so he does not receive a volume discount. In addition, he incurs higher transportation costs per unit of product than a large wholesale buyer, which ultimately leads to an increase in the cost of a unit of goods.

The main advantages of wholesale industrial firms are as follows:

1. A wholesale company has the ability to deliver goods faster. It has more warehouses than the manufacturer, they are scattered throughout the market closer to the consumer.

2. Intermediary services allow the buyer to save on logistics and processing volumes accounting documentation. If you buy all required assortment from 1-2 wholesalers than each item from its individual manufacturer, then savings in transport costs, logistics and processing of orders for material resources are clearly visible.

3. In some cases, the intermediary may offer the product at a higher price low prices than the manufacturer.

4. An intermediary can become a source of information about a product or market conditions for the consumer. It publishes catalogs that can serve as a guide to the quality, prices and supply of similar products.

5. An intermediary represented by a wholesale company can provide various types of services.

6. For a small regular buyer, a wholesale company can become an easily accessible source of obtaining a loan, preferential terms of payment, etc.

Distributors and dealers

These types of intermediaries are a type of wholesaler, although often their contractual rights are determined at the agent level.

Distributors are also large wholesale buyers, have their own warehouses and transport. However, most often they do not buy the goods as full property. They have various kinds of discounts and preferential terms of purchase from the supplier - trade credit, terms of delivery of goods on consignment, a large deferment of payment, the right of first shipment, etc. They receive these preferential conditions in exchange for implementing strict market policies planned by the manufacturer in this market. Distributors are required to conduct extensive advertising and propaganda work with the manufacturer’s products, popularize the brand, constantly expand the circle of regular customers, look for new promising clients, conduct presentations, seminars and meetings with buyers of these products, etc. To receive all of the above benefits when purchasing goods prerequisite It may be impossible for the distributor to purchase and sell similar products from competitors of the main supplier.

Most often, distributors serve certain geographic areas - regions. Some distributors receive exclusive rights to operate in the serviced territory, which means that competitors are unable to purchase and sell similar products from the supplier in a given region.

Thus, the manufacturer usually uses the distributor as a means of popularizing its product and conquering a new market. As a given market develops, the exclusivity is analyzed and the product is distributed through mass distribution channels.

The distributor can also be official. Official status does not mean exclusive implementation. It only gives some advantages to the distributor and its clients in the area of ​​prices, delivery conditions, service, etc. In each specific case, the capabilities and responsibilities of the distributor are specified in special contracts with the manufacturer or supplier of the goods.

Dealers, unlike distributors, are small wholesale buyers; all other responsibilities and rights are similar to distributors. Most often, dealers are created by distributors to cover other regions and market segments and are directly subordinate to them. With an increase in sales volumes, a dealer can receive the status of a distributor, and vice versa.

Sales agents are persons who represent the interests of certain manufacturers in the sale of their goods. Sales agents receive their remuneration in the form of commissions. They do not buy goods as their own, but sometimes have inventory on a consignment basis - payment for goods sold after certain equal periods of time.

A distinction is made between a manufacturer's agent and a sales agent. The manufacturer's agent sells part of the manufacturer's products, is limited to a certain geographic area, and has inventory on consignment terms.

Sales Agent - Serves consumers in a specific industry regardless of location. Sales operations are carried out from the manufacturer's warehouse. Agents can be supplier-dependent or independent. If they are dependent on a supplier, they may not have the right to distribute similar products from competing suppliers.

The use of sales agents is advisable if the manufacturer produces one or a very narrow range of goods with a limited sales volume in each market area. The wholesale company will not pay special attention one product that has a limited market. The agent sells no more than 30 items and will pay more attention to the product.

The main advantages of sales agents:

1. Sales costs are low - 5-6% of sales volume, while for wholesale companies - 13-25%.

2. Sales agents of any type are useful when entering new markets with a new product. He has extensive business connections and contacts and will make every effort to popularize the product in the new market.

3. The quality of sales agents’ activities is higher than that of wholesale companies, since the range of goods is narrower (up to 30 items).

The disadvantages of sales agents include the following:

1. The activities of sales agents cannot be as fully controlled as the activities of their own sales department.

2. There is no flexibility in a situation where the situation requires competition in the main elements of marketing - price reductions, discounts, preferential terms of payment, provision of an additional range of services, etc.

3. If the volume of sales is significant, the cost of selling through an agent plus the cost of physical distribution can add up to a fairly expensive distribution system.

4. An agent who serves several suppliers is subject to competition among manufacturers.

5. Agents most often cannot provide after-sales services because they do not have their own facilities.

Sales agents work on the basis of agency agreements - these are agreements concluded between a company and its sales agent for an indefinite period of time with the right to terminate them within a specified time frame. Agreements are distinguished by the scope of the rights and obligations of the parties. There are also agreements granting exclusive rights.

Brokers and commission agents

These are types of sales agents. The commission agent acts as an agent of the manufacturer, sells goods on consignment terms, that is, does not guarantee sales and works without a contract.

A broker is a person who, independently or on behalf of a brokerage office, works on the stock exchange, where he sells part of the product on the order of the manufacturer. Products for admission to circulation on the stock exchange must meet certain requirements, namely, have a grade and a standard accepted in trade.

The use of a particular intermediary may also depend on the type of goods being distributed. For example, spare parts for machines are usually distributed through a wide network of agents with warehouse facilities, which makes it possible to ensure the fulfillment of orders foreign companies in a fairly short time frame. In the mid-80s, in the practice of well-organized foreign companies, the norm became the delivery of spare parts to consumers within 3-5 days from the date of receipt of the order. The English company Land Rover, the Japanese Honda, the American IBM and a number of others began to guarantee the delivery of spare parts to any part of the globe where their products are available within 24 hours. Such an organization Maintenance requires the creation in countries and regions of sales of warehouses with sufficient reserves of spare parts, the availability of appropriate Vehicle and trained specialists.

When choosing a particular intermediary, one of the most important points is the organization of a reporting system. An intermediary, regardless of its type, is obliged to provide information in the following areas:

1. Reports on the progress and results of sales of goods;

2. Market information, including regular and complete reports on the activities of competitors, price levels, fluctuations in market conditions;

3. Sales plan;

4. Name and characteristics of the intermediary’s clients;

5. A reasonable amount of information about the activities of the intermediary for the reporting period. The supplier company must reserve the right to receive information about the work of the reseller with the goods of other companies in order to be sure that its product is being promoted energetically enough.

Features of organizing the sale of raw materials (industrial raw materials and food) are as follows:

1. For many types of raw materials, the degree of monopolization of production and trade has sharply increased. The emergence of transnational corporations (TNCs), which have taken over production and sales throughout the world economy, has led to a significant narrowing of the free market.

2. Developing countries, which are the main suppliers of raw materials, in response to the monopolization of commodity markets, formed commodity associations that united producers of a particular product. They are developing standard contracts for the supply of raw materials that protect the interests of producing countries.

3. The sale of mineral raw materials and fuel is characterized by a tendency towards an increasing role of long-term contractual relations. The development of such relations is facilitated by the process of deepening the division of labor, specialization and cooperation of economic activities.

In connection with these features, the distribution system of raw materials and food products is structured in such a way that direct sales traditionally occupy a significant place. This reflects the trend towards eliminating the intermediary in trade (with the exception of machinery and equipment, where the existence of an intermediary is explained by the specific conditions of sale). Direct sales allow you to establish strong connections with manufacturers and consumers, respond more flexibly to market changes, and adapt to its requirements.

Commodities are particularly attractive targets for long-term purchase and sale transactions. Unlike manufactured products, they are practically not subject to obsolescence. Consistent quality of goods supplied on a long-term basis is in the interests of not only the seller, but also the buyer. Moreover, if the technology of an enterprise supplied under a long-term contract is focused on a strictly defined type of raw materials (for example, ore with a constant metal content), then the buyer is not even interested in improving the quality of the purchased product. It is characteristic that approximately 85-90% of the total cost of raw materials sold under long-term commercial contracts falls on only four goods: oil, natural gas, coal and iron ore.

Direct sales of raw materials to the final buyer are explained not only by cost savings (payment for the services of an intermediary), but also by the fact that the product itself, by its nature, generally does not require any additional operations before or during its use, for which intermediaries are used. However, some share of raw materials and food products sold through an intermediary. The reasons may be the following:

1. This form of sale may have historically developed in a particular market (for example, the timber market in the UK);

2. The services of an intermediary can be used when entering the market with a new product, the sustainable sale of which the seller is not yet sure of. In such cases, the intermediary is involved not only to sell the product, but also to advertise it, collect information about potential consumers, and about the forms and methods of trade of competitors.

The services of an intermediary may be required to improve sales organization, for example, if there are a large number of medium and small consumer firms in the country. In such cases, the question often arises about the difficulties of transporting many consignments of small quantities of cargo (dead freight), completing consignments according to the assortment (increasing overhead costs), etc. For example, V/O Exportles encountered such phenomena when supplying lumber to the German market. The services of brokers are necessary here for the reason that the number of large buyers is limited, and in these conditions brokers provide great assistance by organizing shipping shipments for a number of medium and small buyers. The responsibilities of brokers also include studying the economic situation in the country and especially in the forest-consuming sectors of the economy and transmitting this information and recommendations to the association. In addition, brokers monitor the price movements of competitors and analyze their trends. Much attention in the work of brokers is paid to collecting materials about the quantities and specifications of lumber sold on the country's market, and about inventory held in the warehouses of importers and consumers.

In the markets for raw materials and food products, special forms of trade have historically developed - exchanges and auctions.

Commodity exchanges - special kind a permanent market in which purchase and sale transactions are made for mass raw materials and food products that have generic characteristics, are qualitatively homogeneous and interchangeable. The goods are usually not available on exchanges. It is sold and purchased without presentation or inspection in accordance with established standards and samples. Transactions are concluded on the basis of standard contracts developed by the exchange.

The objects of exchange trade are currently about 70 goods, which account for 15-20% of international trade. They can be combined into several groups:

Cereals (wheat, corn, oats, rye, barley);

Non-ferrous and precious metals (copper, tin, lead, zinc, nickel, aluminum, silver, gold);

Food products (sugar, coffee, cocoa);

Textile raw materials (cotton, ajout, natural and artificial silk, washed wool);

Industrial raw materials (rubber, lumber);

Oilseeds (linseed and cottonseed, soybeans, beans, soybean oil).

The value of real commodity exchanges fell sharply, and exchanges turned into futures exchanges. The reasons are as follows:

1. The share of raw materials and food products in global trade turnover has decreased;

2. The degree of monopolization of commodity markets has increased and direct supplies on the basis of long-term contracts have expanded;

3. Intergovernmental commodity agreements have been distributed, government regulation agricultural and foreign trade.

However, the role of exchanges in international and domestic trade is significant. Exchanges are an institution for determining the level of world and domestic prices.

Chicago Mercantile Exchange

It is the largest and oldest exchange in the world where commodity contracts are traded. The exchange was founded in 1848, more than half of trade deals America.

Since 1970, the Chicago Board of Trade has annually broken its own records for trading volume in each previous year. Business Week magazine named the Chicago Exchange the key contract trading venue in the world.

Contracts are legal agreements to sell or buy goods in a specific month with the right to resell them later. Under the terms of most contracts, the goods will be delivered in the future - in a year or two. In each department (pit) of the exchange there are certain places intended for different months of delivery.

The Chicago Mercantile Exchange trades in contracts for 17 different commodities - soybean oil, flour, wheat, soybeans, corn, oats, corn, frozen chicken, obligations of large trading enterprises, treasury notes, gold, silver, bills and government bonds.

All products are grouped into special departments. Only exchange members are allowed to trade in these departments. They can be identified by the yellow cards on the jackets that traders are required to wear while trading. The black letters on the cards represent the traders' initials. The colors of the jackets don't matter.

Around the trade departments there are tables with telephones and teletype machines. There are more than 4,000 telephone lines that accept orders from various clients. For each order received by phone, a card is issued indicating the exact time of receipt of the order. The order card is then handed over to a messenger who delivers it to the trader in the exchange department. The exchange organizes an open auction, where there is no central auctioneer, so that each trader has an equal opportunity to bid for contracts. Trading here occurs through shouts and hand signals. A palm facing outward means the trader is offering to sell the contract. The palm turned towards himself means that he is offering to buy. Fingers placed vertically indicate the number of contracts, and fingers placed horizontally indicate the price of the contract. The minimum price change is 1/4 cent per bushel. One contract is equal to 5,000 bushels.

After deal done, the trader writes down the information on the order and drops that order on the steps outside the trading desk. The delivery boy collects these orders and carries them to the telephones, which let the customer know that his order has been completed. Each trader also marks all the trades he has made throughout the day on his own documents and lets the price reporter know about their changes. Price reporters sit in kaffirs at the border of the department. They enter the new price into the computer. This price is advertised on electronic screens on both sides trading floor. Since this exchange is international trade center, these prices are also sent to exchanges around the world within a few minutes.

There are two groups of traders at the exchange. One of them is speculators, the other is representatives of commercial enterprises and merchants who want to protect themselves from price changes. The latter is of economic importance. Examples include farmers, exporters and manufacturing companies.

Speculators are entities who buy and sell contracts at their own expense and risk - a risk that genuine buyers and sellers are not willing to take.

Less than 20% of all contracts traded on an exchange result in actual delivery. If someone wants to buy a product with a delivery obligation, he buys this product from the relevant market. The Chicago Mercantile Exchange has a significant cash grain market. This market accounts for less than 5% of exchange trading volume.

Personal selling is the most effective form of commercial communication between a manufacturer and consumers. Recently, there has been a tendency to transfer distribution to methods of personal selling of consumer goods. Thus, a whole complex of sales activities based on personal selling arose. It is called multi-level marketing.

Multi-level marketing is the organization of a company's sales system on the principle of "reproduction" of distributors, who thanks to this have the opportunity to receive multiplex income. Such well-known chains of companies as Herbalife, Mary-Kay cosmetics and Tseptor operate on the principle of multi-level marketing. Almost any product that can be purchased in a store can be distributed through multi-level marketing. Multi-level marketing assumes that you create a network of distributors, each of which in turn attracts new distributors to this network, etc.

The multi-level marketing system is currently used only for the distribution of consumer goods. However, the very principle of personal selling as a method of commercial communication is used both in the sale of consumer goods and in the sale of PPTN.

If we reduce the sale to its simplest expression, then we can always distinguish two parties - the buyer and the seller. The act of selling can be expressed in terms of communication theory - the relationship between the transmitting and receiving parties (Fig.).

Thus, the seller transmits information to the client in encoded form through the use of some method of sale - direct communication, by telephone, by mail. The buyer perceives the message, deciphers it into a language understandable only to him and assimilates it. Communication processes are hampered by various types of interference, which can be divided into internal and external. Internal interference includes interference of a psychological nature - prejudices, habits, problems, troubles, personality type, etc. External interference includes interference that interferes with the client’s positive perception of the information being communicated - extraneous conversations, noise, bustle around, etc. These interferences cause losses because they contribute to the gap between the main links of the communication process. The final link in the process is feedback, which allows the seller to control and adjust the flow of information sent to the client due to the reaction received.

The communication process is influenced by background variables, which include the personality of the seller, the perception of the partner and the sales situation, hidden psychological relationships, the partners' expressed and implied goals, as well as the feelings experienced towards the client.

This diagram represents the two main subjects of communication - the buyer and the seller - as equal participants in the process. During the communication process, it is necessary to achieve a connection with the buyer. If communication occurs and the buyer is not put on the defensive, the sale has a high chance of happening. On the contrary, if communication does not occur, if the buyer perceives himself as an object of coercion, he is likely to resist the act of selling. It follows that the correct approach will be to ensure a real, meaningful meeting between the two partners.

Many experts view selling as a certain sequence of actions, brought to the point of automation and excluding any individual involvement. According to this approach, everything is about moving through stages, logically and inexorably following one after another. This theory assumes the possibility of manipulating people and leans towards the behaviorist definition of the consumer, whose behavior is supposedly subject to rigid and systematized laws. It is enough to know these laws, and in addition, not to ignore the signals given by a person in order to be able to sell completely calmly and for sure.

However, it is unlikely that a sale can be reduced to a certain set of predictable actions and events. The consumer is not under our control. Moreover, the development of consumer rights protection unions, the emergence of the whole science of “consuming”, on the one hand, and the presence of unexplored depths in human nature, on the other hand, indicate that the consumer is absolutely indecipherable and is an uncontrollable object.

Rather, a more appropriate definition of selling is proposed by the French researcher Philippe Cofret: “Sales are an oral exchange between buyer and seller, during which the seller makes a presentation of the goods with the purpose of concluding a transaction.”

Selling styles

It is impossible to talk about selling styles without recalling the typology of sellers given by R. Blake and J. Mouton. It is both a reference book and a kind of anthology of various sales forms, considered from the point of view of their correspondence to the personality (individuality) of the seller.

The authors proceed from the idea that any salesperson can be accurately characterized by the degree of his interest in the sale and the degree of his attention to the client. If we plot the first indicator on the abscissa axis, and the second on the ordinate axis, we get typical characteristic one or another seller (Fig.).

Using the same grid, the client can be identified, but at the same time, an indicator of the degree of interest of the client in the seller is plotted on the ordinate axis (Fig.).

The connection of two grids, that is, the meeting of the seller with the client, gives new typology forms or styles of sales, characterizes the atmosphere (table).

Questions related to selling styles are also of interest to psychologists, especially in metrological works related to the problem of determining the propensity for the sales profession. Thus, in the work, which is essentially a test questionnaire for determining abilities in the field of sales, two major forms of selling are mentioned - “receptive” and “aggressive”.

The "perceiving" form is more suitable for sales in a specific place, established, or for products that are firmly introduced into the market, that is, in situations where it is mainly about maintaining a good relationship with the client, about understanding his problems, his difficulties. Conversely, the “aggressive” form is more appropriate for home sales, situations in which important competition acquires, or when you need to find new customers, introduce it to the market new product and so on.

However, it can easily be argued that there are as many forms of sales as there are sellers.

Sales stages

Selling is a transaction between people, in which each of the participants has his own task and pursues his own goal. This is not a chance meeting, not a simple conversation, this is a commercial activity in which everyone defends their interest, plays their role, uses their capabilities and, in the end, exchanges a service with a partner, making every effort to ensure that all the terms of the exchange in this the deal was most favorable for him.

In this sense, the act of sale can be considered as a negotiation, because the interests of the parties do not always coincide.

These negotiations take place between two individuals, each of whom has his own status, role, motivations, real and imagined desires. Therefore, in the process of selling, flows of likes and dislikes arise and emotional connections are subtly made or destroyed.

The act of selling is a negotiation (the interests of the parties are in reality neither completely reconciled nor completely irreconcilable), which give impetus to the relationship (this is the emotional part), mediated by some object (this is part of the laws of the market and the sales methods that correspond to them), - an object that meets the expectations or needs of persons called real or potential clients(part of marketing and related techniques) .

This definition, which combines elements of the entire sales process, allows us to understand why various authors and specialists so often use expressions like “sales scale”, “sales stages”, etc.

Really:

Negotiate: this requires the ability to persuade, respond reasonably to raised objections, and skillful use of expressive means of oral speech.

Establish a relationship: to do this, you need to know how to accept a client or make a contact, approach the matter correctly, carefully monitor the development of the relationship and close the deal exactly at the moment when it is required.

Satisfy the need: capture or find the client’s motives for purchasing, that is, the key points of his interest, share the client’s concerns and listen carefully to his complaints or criticism.

By grouping or connecting all the listed elements, one can imagine the “sales scale” that J.-F. Krolar offers as common approach to study the sales process. "Sale scale" includes:

Reception of the client and establishment of contact;

Identifying needs and listening;

Argumentation and presentation of the product;

Making a sale.

Table EFFECTIVENESS OF SALES STYLES AND SALES ATMOSPHERE

Legend: +: possibly effective: 0: average between effective and ineffective: -: possibly ineffective.

Organizing a system for selling goods requires an integrated, rational approach and solving a number of problems ultimately associated with determining the effectiveness of a particular system for organizing sales activities. For sales, the main form of selling is personal. Thus, the importance and necessity of establishing broad personal contacts with potential buyers and business partners grows. In general, when organizing sales, it is possible to use two main methods:

Sales of products directly to the end consumer through our own sales network;

Sales of products through intermediaries.

Wholesale companies, distributors, dealers, sales and sales agents, brokers, etc. can act as intermediaries.

Organization of the company's own sales network

The company's own sales network consists of the company's sales department and a group of dependent intermediaries. In this case, the intermediary is not the owner of the goods, he sells it from the company's warehouse or from his own warehouse, where the goods are located on consignment terms, and has a certain percentage of each transaction. Thus, the agent is directly subordinate to the sales department, carries out its orders, carries out the general marketing and sales policy of the company and is obliged to regularly submit standard reports on its activities, the situation in the market and the customer segments that it serves.

Organizing your own sales network requires large expenses. Therefore, it is not recommended for enterprises serving narrow market segments and individual non-regular customers.

Advantages of creating your own sales network:

1. Organization of direct interaction with end consumers of products, which allows for direct access to primary information about the needs and preferences of the main buyers, customer motivation, market development trends - supply and demand, the activities of competitors in the market, the attitude of buyers towards the company's and competitors' products, etc. .P. Thus, direct contacts allow you to “feel” market demand and have primary information, which ultimately allows you to formulate an optimal market strategy.

2. Own sales network is focused on selling only the company's products; all efforts of managers and sales agents are distributed according to the general marketing and sales strategy of the company.

3. The possibility of organizing a strict system of accounting and control over the distribution of products, sales volumes, return of goods and its reasons increases.

The high initial costs of maintaining their own distribution network are pushing industrial companies to use various types of independent intermediaries.

The expediency of their use is undeniable when a company is introducing itself to new sales markets, when its own sales system has not yet been created. It is also necessary in the main market if this network is represented by companies that can compete strongly with the company's sales divisions, both due to their financial strength and because of their good market penetration and close contacts with consumers. Establishing relationships with independent sales organizations can help push out competing firms that cooperate with the same agents on less favorable terms from the market.

Also, such a system can be used in cases where a company is interested in providing consumers with related services that it is not able to provide on its own, while sales companies do this. Most often, an industrial company combines the options of using its own sales network and dependent and independent intermediaries.

Starting with the organization of an independent sales network and gaining a foothold in the market of target interest, industrial firms try to turn independent intermediaries into dependent ones by buying up shares, creating a personal union, etc. When deciding on the need for costs for the financial subordination of an intermediary, the company compares them with the costs of creating its own distribution network.

The organization of a sales network, among other things, depends on 3 main factors: the type of product, the nature of the consumer and the geographical extent of the market. In accordance with this, there are 3 main types of organization of the sales network: by region, by type of product and by type of consumer.

The type of sales organization also differs according to the stages of life cycle. During the introduction and growth phases, it is recommended that sales agents specialize in specific product groups. This is explained by the task of bringing information to the consumer about the benefits of the product and teaching him how to use it. Maturity and decline - organizing sales into consumer groups depending on the way they use the product. In this case, the tasks of fully satisfying the buyer’s requirements, clarifying his requests for improving the quality and models of the product, and providing him with specialized services in accordance with the specific method of use of the product by this consumer come to the fore.

The main tasks in developing the sales policy of the enterprise Individual Entrepreneur Tskhai Zen Suni "Korean Cuisine" are the choice of distribution channels for goods, making decisions on the sales strategy.

In most cases, food production and consumption do not coincide either in time or in space. Therefore, no matter how diverse the consumer properties of Korean cuisine may be, the production enterprise of individual entrepreneur Tskhai Zen Suni can only count on real commercial success if it has rationally organized sales. finished products.

In its activities, the individual entrepreneur Tskhai Zen Suni "Korean Cuisine" simultaneously uses the following types of sales:

Direct sales. It is beneficial to the enterprise, because allows you to maintain full control over trading operations, better know the market for your goods, and establish long-term relationships with your consumers. In addition, the use of direct sales allows you to respond to market demands in a timely manner. However, the enterprise strives to use the services of independent intermediaries and invest funds in its business - and this brings benefits to it.

Telephone marketing. The company works directly with the client by accepting orders over the phone. An employee of the sales department accepts applications from consumers ordering a particular product, in a particular volume. The next stage is product delivery. Moreover, delivery is carried out in the shortest possible time, with simultaneous settlement with the buyer at the place of delivery of the order.

Intensive sales. The company sells goods by delivering them to outlets Abakan and the Republic of Khakassia directly to those resellers who are able to sell products. This food product of Korean cuisine is a product mass demand, therefore, the manufacturer produces it in relatively large volumes (according to requests from intermediary sellers), making it available to many consumers through a very dense sales network.

At the production enterprise of Individual Entrepreneur Tshai Zen Suni "Korean Cuisine" there is a Sales Department designed to solve the following most important tasks:

· development of short-, medium- and long-term sales strategies;

· research of factors determining the structure and dynamics of consumer demand for the company’s products, market conditions;

· studying the demand for the company’s products and developing long-term, medium-term and short-term forecasts of the need for goods;

· research of consumer properties of products, consumer requirements presented to them; orientation of production towards fulfilling product requirements,

The sales policy of the production enterprise Tshai Zen Suni "Korean Cuisine" is inextricably linked with demand (its size, dynamics, structure) in the target market and with its own production and sales, financial, organizational, managerial and other capabilities. This policy satisfies the needs of customers to the maximum extent, and with the greatest convenience for them, and at the same time takes into account the factor of pressure from competitors, manifested in their sales policies and practices.

Distribution policies determine a company's position in distribution channels, including marketing logistics decisions. The basis of an enterprise's sales policy is to determine its place in distribution channels.

The following flows pass through the distribution channels of Korean cuisine products of the individual entrepreneur Tskhai Zen Suni "Korean Cuisine":

· physical flow (flow of Korean cuisine products);

· cash flow (reverse);

· information flow (direct and reverse);

· flow of promotional funds (direct).

When choosing sales channels or creating new ones, the company proceeds from the fact that each of them has its own economically justified area of ​​application, its own structure and specialization, and its own purpose.

Because of this, when analyzing distribution channels and choosing the most appropriate ones, the enterprise proceeds both from the general goals of product distribution (delivery of products to the right place and at the right time, and, if possible, with minimal costs, and the specific tasks that it has to solve).

The effectiveness of distribution channels largely depends on interaction with intermediaries, which can be called the basis of sales management. An important point in the philosophy of interaction between participants in the distribution channel is the understanding of the seller of goods about the expectations of buyers.

As is known, depending on the nature of interaction between the producer and intermediaries, two types are distinguished: vertical organization indirect sales channels - traditional and coordinated. The enterprise uses a coordinated vertical structure, where participants in the sales process coordinate their functions in order to increase the efficiency of overall sales activities and increase influence in the market. The coordinators here are both the manufacturer himself and wholesalers and retailers.

The company uses almost all forms of vertical structure in the sales channel:

· integrated. The sales of products are monitored by the manufacturer himself;

· negotiable. The sales program by intermediaries is coordinated within the framework of contracts;

· contactless. Cooperation between the company and the sales network is ensured thanks to its high reputation trademark and his image.

Specialists in the sales departments of a manufacturing enterprise study the needs of real and potential customers and the offers of competitors. It was found that consumers of Korean cuisine are primarily interested in the timely delivery of the order, as well as the supplier’s willingness to satisfy the urgent needs of the client, ensure the supply of quality products, accept back products that do not meet the quality and quickly replace them, and provide first-class service when delivering products.

As for sales promotion at the production enterprise of Individual Entrepreneur Tskhai Zen Suni "Korean Cuisine", it is carried out in two main areas: stimulating consumers and stimulating employees involved in the process of selling products. Towards a means of stimulating consumers of Korean cuisine products to this enterprise discounts apply regular customers, discounts for wholesale purchases of products, participation in exhibitions. These incentives are aimed at attracting new buyers of products.

Incentivizing employees at the industrial trading enterprise Tskhai Zen Suni "Korean Cuisine" involves encouraging the efforts of employees, encouraging them to improve service to existing customers or attract new ones. The management of the Korean Kitchen enterprise strives to stimulate the process through material incentives - bonuses for high production results, for Good work employee of the enterprise. Non-material incentives also take place. Employees of the company who have distinguished themselves by good work are rewarded with cash bonuses.

In addition to the Sales Department, for the organization commercial activities For the sale of goods and finished products at the industrial trading enterprise Tshai Zen Suni "Korean Cuisine", a sales department has been created, the main tasks of which are:

· studying demand and establishing close contacts with consumers of products;

· search for the most effective channels and forms of sales that meet consumer requirements;

· ensuring delivery of products to the consumer at the right time, in the right volumes;

· control over the progress of product sales in order to reduce commercial (non-production) costs and accelerate the turnover of working capital.

Organization of the enterprise's sales service - “by function”. This form means that foreign markets, and the goods produced are considered in the form of certain homogeneities. Such a structure at the enterprise has been developed and is expedient, since the enterprise has few goods and markets.

The structure of the sales department at the enterprise includes both management and production divisions. Management departments include the Sales Department. The sales department includes the following sectors: orders, demand studies, planned, product, advertising services for supplied products.

The production divisions of the sales department at the enterprise Tskhai Zen Suni "Korean Kitchen" include: a production workshop, a work shop, a finished product warehouse, and a transport department.

Sales planning at the enterprise Individual Entrepreneur Tskhai Zen Suni "Korean Cuisine" includes:

· study of external and internal conditions;

· defining goals;

· development of forecasts of market conditions and demand;

· preparation of product sales forecasts;

· drawing up delivery plans for finished products;

· planning optimal economic relations;

· selection of product distribution channels;

· drawing up cost estimates for sales and distribution management, profitability planning.

Sales organization at the enterprise includes:

· organizing the collection of information about demand for products;

· concluding agreements with suppliers for the supply of products;

· selection of forms and methods of product sales, methods of delivering it to the consumer;

· preparing products for shipment to the consumer;

· technology of commodity distribution;

· organization of information and dispatch service, reporting;

· organization of trade communications, legal and claims work;

Control and coordination of the work of the sales department of the individual entrepreneur Tskhai Zen Suni "Korean Cuisine" involves:

· assessment of compliance of the implementation of sales functions with the program marketing research;

· analysis of the activities of the sales service, as well as developed measures to coordinate sales activities and improve their efficiency;

· control and evaluation of the effectiveness of sales promotion and advertising events;

· tactical control;

· control over product supplies;

· compliance with contractual obligations, timely payment of bills;

· presenting claims to consumers for violation of contractual obligations and late payment of bills.

At the industrial trading enterprise Tskhai Zen Suni "Korean Cuisine" there are problems with the sale of products, namely:

1. Food products are specific in terms of their storage. Korean cuisine products are perishable, so they must be sold immediately.

2. The company does not introduce new Korean cuisine into production often enough.

3. The company's employees lack entrepreneurial consciousness, which does not correspond to the actual structure of the sales department and the requirements of the consumer market.

After reviewing the organization of the distribution network of the production trading enterprise Individual Entrepreneur Tskhai Zen Suni "Korean Cuisine", it should be concluded that the management of this company in the future may carry out the following activities:

· production and sale of new Korean cuisine - i.e. something that will entail not only an increase in the range, but will also allow the expansion of production, thereby improving the quality of products;

· to actively work with intermediaries, an enterprise must have qualified personnel capable of solving management issues.

When implementing these measures, the development of the enterprise's sales network will become the key to its commercial success and an impetus for further dynamic development.