Research On Retention Strategy Of Frontline Sales Talents In Automobile Companies ——B Company As An Example

With the rapid growth of domestic automobile production and the gradual saturation of automobile ownership,the competitive pressure of the industry is becoming increasingly fierce.How to retain excellent frontline sales talents to provide service with high quality and continuously attract customers to buy cars is a problem that automobile sales companies need to think about.For companies,frontline sales talent is the most critical factor that can directly achieve the company’s goals and promote the company’s long-term stable development.The high turnover rate of frontline sales talents will bring many problems to the company,such as the decline of the company’s performance,uncompleted task target,affected working state of other employees,increasing management difficulty,affected image of the employer’s brand,and rising labor cost,etc.In depth research on the reasons for the turnover of frontline sales talents,diagnose the core problems of the turnover of frontline sales talents and provide reasonable improvement suggestions,which can provide reference for the company’s decisionmakers in the strategy of retaining frontline sales talents.Taking the frontline sales talents of B Company as the research object and based on the theory of job embeddedness and career development,the thesis firstly introduces the general situation of B Company and sales talent retention.Then,it analyzes the resignation form of B Company’s resigned sales talents in the past five years,and carries out questionnaire survey and in-depth interview with on-the-job sales talents and resigned sales talents.It comprehensively analyzes the real reasons for the turnover of frontline sales talents from the aspects of demographic factors and work-related factors,mainly including individual characteristic factors,salary and welfare factors,career planning factors and work pressure factors.Finally,combined with the analysis results,this thesis puts forward feasible improvement measures.On the one hand,improve the job embeddedness of employees by perfecting the salary and welfare system,improving employees’ stress situation,strengthening the construction of corporate culture and internal communication.On the other hand,pay more attention to the career development planning of frontline sales talents,which can be achieved by doing a good job in recruitment management,optimizing the training system structure,enriching the career development channels of employees,providing personalized career development planning.Finally,establishing a risk control system for sales talents can reduce the negative impact of sales talents’ resignation.B Company is one of the companies mainly engaged in automobile sales and maintenance.The results of the investigation and analysis and the talent retention measures proposed in this thesis can not only improve the current turnover status of frontline sales talents of B Company,but also provide reference for other automobile sales companies in the industry,and take corresponding improvement measures according to their own actual situation.