The Study On The Competency Model For Salesman Based On Product Life Cycle

Since the Harvard Professor David McClelland proposed competency, the study on salesman competency model has been and will still be one of the hot points among the competency study fields. But these researches are all static, they just explain which competency salesman finish their job needing,as for the change of the competency in salesman working process is not involved. Based on the product life cycle as the basic unit, we study how the competency that salesman need change with the conversion of different phrases of the product life cycle, and construct a salesman competency model which contains these changes.After defining the research object, we have a large collection of recruitment advertisement, sum up the keywords that are related to competency, and adjust current salesman general competency model according to these keywords, thus puts forward the general salesman competency model this paper used, we prepare questionnaire to collect data, analyze reliability and validity of our data and do independent sample t-test by SPSS, do confirmatory factor analysis by AMOS. Ultimately we prove the data is reliable and effective, the revised general competency model is reasonable, this model contains five dimensions, twelve competence and thirty-four competence terms. According to the four stages of product life cycle, we got four competency models by getting rid of these competency or competency terms that don't work in corresponding stages of product life cycle, which is based on the general salesman competency model. The result is that, compared with the general competency model, the early model does not conclude relationship influence, relationship building, relationship maintaining, the growth model does not conclude relationship influence, good image, relationship building, relationship maintaining, maturity model does not include understanding others, service awareness, persuasion, good image, solve problem, analysis and prediction, recession model does not include challenge, information collection, information system, understanding others, service awareness, persuasion, good image, solve problem, analysis and prediction, self-confident, dare to challenge, optimistic, compressive capacity, insist. Through comparing the change among the elements of different competency models, We finally get such conclusion, first, along with the product life cycle, different competency models include less and less competency terms, in the recession stage, the competency terms is significantly less than other three stages because of the exit of competitors and sales working procedure. The second, these three competency terms, understanding others, demand orientation and so living problem, are only included in the early and growth competency model because of the salesman certain behaviors focusing on early and growth stage, not happening in maturation and recession stage. Thirdly, along with the increase in the number of competitors and information of buyers mastering about product, sales staff's influence on buyers is on the decline, good image papers only in the early model, persuasion appear only in early and maturity model, on the contrary, the competency and competency terms which are related to relationship are appear only in maturation and recession stage.