Research On Improvement Of Sales Personnel Training System Of DW Company Based On Competency Model

DW Company is a private enterprise,founded in 2011,after ten years of development,the company has been overcoming all obstacles,and continuously developing and expanding in scale in the fire protection sector which is fiercely competitive.To ensure sustainable development of the company to deal with complex and variable external environment,it is necessary to train a sales team which is effective,high-quality and powerful,and can grow quickly to be qualified for its position at any stage of the company’s development.Therefore,as direct staff creating profits for the company,sales personnel are undoubtedly the key for the company to achieve its strategic goals and complete its mission,and their sales level is closely related to their ability and quality.However,as the sales team of the DW Company expands,the problems exposed are more and more prominent,especially the problems of the ability gap of sales personnel,slow improvement,incompetence of work,difficult management,rapid flow,etc.How to find a scientific and feasible method to help the enterprise determine what core competence and quality are needed for the sales position? Once the core competence and quality of sales personnel are determined,the enterprise can take management measures to improve their ability level.Therefore,DW Company’s top priority is to find out what the sales position requires on core competence and quality and how to improve them.Combined with the case of DW Company,and based on the competency model,this article conducts a research on the training system of sales personnel,and an improvement scheme of the training system is obtained.Firstly,the theoretical basis and key research object are summarized by browsing various articles on competency model and training system;the deficiencies of the training for salesmen are obtained by analyzing the current situation and problems in the salesman training system of DW Company;then,the competency model of sales personnel of DW Company is built by analyzing the building foundation,building steps and building process(determination of definition standard,selection of standard sample,and collection of competence characteristic factors)of the competency model of sales personnel of DW Company,and the built model is verified;finally,based on the model,a specific improvement scheme is put forward for the training system of sales personnel of DW Company at the institutional level,resource level and operation level.Through theoretical research and research analysis,the main conclusions are as follows:(1)There are three problems in the current training for the sales personnel of DW Company: training courses are designed unreasonably;training instructors are not professional;the training incentive and evaluation mechanism are imperfect.(2)Through analysis and research,12 core competencies are needed for the sales personnel in DW Company: desire of success,communication ability,market analysis ability,professional knowledge,negotiation ability,anti-stress ability,internal drive,responsibility,judgment,executive capability,occupational image and sharing.Through evaluation and analysis,the competency model of sales personnel of DW Company is built gradually.The model comprises personality,motive,knowledge and skills,three dimensions of self-assessment value system,and 12 indexes.(3)The competency model obtained through research is applied to the improvement of the training system for sales personnel in DW Company.Based on the competency model,the improvement scheme for the training system of the sales personnel in DW Company is put forward at institutional level,resource level and operation level.The scheme includes the improvement on training demand analysis,the construction and development of the course system,the setting of courses,the formulation of training plans,and training evaluation.