Research On Competency Model Of Salesperson In Exclusive Shop Of Sports In Shenyang

Owing to the accelerating life style in modern society,people gradually pay more attention to physical exercises and relaxation in spare time.Sports are one of the relaxing methods that are very popular among people because they are not constrained by nationalities,religions,ages,genders or eras.Thus,people,especially young people,have an increasing need for sports goods,which subsequently results in the fast development of exclusive shops for sports.In an exclusive sports shop,the competence of salesmen,who serve as the connection between customers and sports goods,have a significant influence on sales volume and customers’ satisfaction.Therefore,it is considerably practical and theoretical significance to study the competency model of salesmen in sports shops.On the basis of the research of existent competency characteristics model,this thesis,by means of literature review,interview,questionnaire survey and mathematical statistics,first analyses the competency factors of salesmen in exclusive shops for sports by questionnaire.Then a competency model is developed based on the influencing factors.Finally,numerical experiments are conducted to verify the efficiency of the proposed model and its applications.The object of the research is the sales staff of exclusive shops for sports.Based on the interviews and professional analysis of the sales staff of exclusive shops for sports,the basic competency characteristics of the sales staff were preliminarily determined.Then questionnaires were issued both to the sales managers in sports stores and to sports management experts by using Delphic method to determine the competency elements.And then a questionnaire was designed based on the competency elements and then was sent to the sales staff of the sporting goods stores.After that the reliability and validity of the questionnaire was analyzed.Finally,20 competency factors were identified,which are: enthusiasm,customer orientation,relationship maintenance,sports professional knowledge,language skills,emotional management,industry knowledge,ability to adapt to the environment,understanding,strength,affinity,competition consciousness,patience,observation,image quality,product ability,sense of responsibility,coordination ability,team cooperation,and information collection ability.As far as exclusive shops for sports are concerned,they should not only combine all the comprehensive factors,such as the strategic direction of the future development of enterprises,the integration of enterprise strategic objectives,corporate culture,product resources,but also constructthe competency model,which is combined with the actual situation of the sales staff,in order to take appropriate methods in the training and performance appraisal of sales staff.On the other hand,in terms of sales staff in the exclusive shops for sports,they should always pay attention to the value and quality,motivation and attitude,knowledge and skills,traits and quality according to the identified 20 competency factors,for the sake of strengthening their own ability and improving sales skills,and finally helping both enterprises they work for and themselves to improve their performance.