Why is it beneficial to create an effective distribution network. Industrial Marketing: Theory and Practice. Distribution channel selection

The organization of a marketing system for goods for industrial purposes requires an integrated rational approach and the solution of a number of problems ultimately associated with determining the effectiveness of a particular system for organizing marketing activities. For the sale of PPTN, the main form of sale is personal. Thus, the importance and necessity of establishing extensive personal contacts with potential buyers and business partners is growing.

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

Selling products directly to the end consumer through its own distribution network;

Sales of products through intermediaries.

Wholesalers, distributors, dealers, sales and marketing agents, brokers, etc. can act as intermediaries.

Organization of the company's own sales network

The company's own distribution 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 on consignment terms, and has a certain percentage from each transaction. Thus, the agent is directly subordinate to the sales department, carries out his orders, carries out the general marketing and sales policy of the company and is obliged to regularly submit standard reports on his activities, on the situation on the market and the customer segments he serves.

Organizing your own distribution network is expensive. Therefore, it is not recommended for enterprises serving narrow market segments and individual non-permanent customers.

Benefits of creating your own distribution network:

1. Organization of direct interaction with end consumers of products, which allows you to organize 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 to the company's products and competitors, etc. .P. Thus, direct contacts allow you to "feel" the market demand, to have primary information, which ultimately allows you to form an optimal market strategy.

2. Own sales network is focused on the sale of only the company's products, all the 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 movement of goods, sales volumes, the return of goods and its causes is increasing.

According to the latest US industrial censuses, almost half of the USPs were sold through their own distribution units.

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

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

Also, such a system can be used when a company is interested in providing the consumer with related services that it is not able to provide on its own, while sales firms are engaged in this. Most often, an industrial company combines options for using its own distribution network and dependent and independent intermediaries.

Starting with the establishment of an independent distribution network and gaining a foothold in a market of targeted interest, industrial firms are trying to turn independent intermediaries into dependents by buying shares, creating a personal union, and so on. 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 the distribution 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 distribution network: by region, by type of product and by type of consumer.

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

With the optimal product delivery scheme, a model is used that minimizes the cost of delivering products to the end user, as well as the time spent on delivery. In this case, an important issue is the choice of types of distribution channels.

The distribution channel is understood as a number of organizations or individuals (individuals) involved in the process of bringing products to the end consumer, this is the path along which the manufacturer's products move.

Distribution channel participants - intermediaries - perform the following functions:

• transport goods, bring them geographically closer to the location of end consumers;
• store goods;
• establish contacts with potential and real customers;
• collect marketing information- about the state of the market and demand;
• inform potential consumers about products, advertise them and stimulate sales;
• render Additional services to consumers - order picking, packaging, cutting, etc.
• incur certain costs for organizing the activities of the channel - finance the channel;
• bear financial and other types of risks on the functioning of the channels.

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

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

Among intermediaries, the following types are distinguished - wholesalers, distributors, dealers, agents, brokers, traveling salesmen, jobbers, etc. Let's consider the main ones.

Wholesale firms are trading enterprises that have a wide range of PTN products, as well as provide various services to consumers - transportation and delivery, storage, picking, cutting, packaging, etc.

Wholesale firms acquire goods in property, have their own warehouses and stocks, vehicles, trademark. They trade on their own behalf, at their own peril and risk, at their own prices, which they receive by setting a certain mark-up for each type of product. Usually wholesale bases are located in industrial centers - places of accumulation and concentration of industrial consumers.

Wholesale firms can be large (annual turnover over $1 million), medium and small (annual turnover up to $200,000).

By selling to a small number of large wholesalers, a supplier can gain significant market share and minimize their sales and physical distribution costs. However, he risks that he may lose contact with the final consumers of the product, and therefore lose access to the channel of primary market information. Therefore, even in the case of high economic efficiency using large wholesalers, the manufacturer nevertheless ships part of the products directly to the largest consumers, or through its own sales divisions.

Manufacturers provide wholesale discounts only to large wholesale firms.

Often, in practice, suppliers believe that working with a supplier directly without an intermediary is more efficient. However, this is not always the case. It is not always possible for a small and medium industrial consumer to issue a large wholesale order to the manufacturer, so he does not receive a wholesale discount. In addition, he bears more transportation costs per unit of production 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 come down to the following:

1. The wholesale company has the ability to deliver goods faster. She 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 handling accounting documentation. If you buy the entire required range from 1-2 wholesalers than each item from its individual manufacturer, then savings in transportation costs, logistics and processing of orders for material resources are clearly visible.

3. In some cases, the intermediary may offer goods at lower prices than the manufacturer.

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

5. An intermediary in the person of a wholesale company can provide various kinds of services.

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

Distributors and Dealers

These types of intermediaries are one of the varieties of wholesalers, although often their rights under the contract are determined at the level of agents.

Distributors are also large wholesale buyers, they have their own warehouses and transport. However, most often they do not buy goods in full ownership. They have various kinds of discounts and preferential conditions for purchasing from a supplier - a commodity credit, conditions for the delivery of goods on consignment, a large deferred payment, the right of first shipment, etc. They receive these preferential conditions in exchange for the implementation of a strict market policy planned by the manufacturer in this market. Distributors are obliged to conduct extensive advertising and promotional work with the manufacturer's products, popularize the trademark, constantly expand the range of regular customers, look for new promising customers, hold 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 a distributor to purchase and sell similar products from competing firms of the main supplier.

Most often, distributors serve certain geographical areas - regions. Some distributors receive exclusive rights to operate in the service area, which means that competitors cannot purchase and sell a similar supplier's product in this region.

Thus, the manufacturer uses the distributor usually as a means of popularizing his product and conquering a new market. As this market develops, the exclusive right is analyzed and the product is distributed through mass distribution channels.

The distributor can also be official. Official status does not mean exclusivity for sale. It only gives some advantages to the distributor and his customers in terms of prices, terms of delivery, service, etc. In each specific case, the possibilities and obligations of the distributor are stipulated in special contracts with the manufacturer or supplier of the goods.

Dealers, unlike distributors, are small wholesale buyers, all other duties and rights are similar to those of 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 - persons representing 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 in property, but sometimes they have inventory on consignment terms - payment for goods sold after certain equal periods of time.

Distinguish 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 geographical area, has a consignment stock.

Distributor - serves consumers in a particular industry, regardless of location. Sales operations are carried out from the manufacturer's warehouse. Agents can be vendor dependent or independent. If they depend on a supplier, they may not be able to distribute similar products from competing suppliers.

The use of marketing agents is useful if the manufacturer produces one or a very narrow range of products with a limited sales volume in each of the market areas. A wholesale firm will not focus on one product that has a limited market. The agent trades no more than 30 items and will be more attentive to the product.

Main advantages of sales agents:

1. Selling costs are low - 5-6% of the sales volume, while for wholesalers - 13 - 25%.

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

3. The quality of the activities of sales agents is higher than that of wholesalers, since there is already a range of goods (up to 30 items).

The disadvantages of sales agents include the following:

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

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

3. With a significant volume of sales, the cost of selling through an agent plus the costs of physical distribution can make up a rather expensive distribution system.

4. An agent that serves several suppliers is the object of competition among producers.

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

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

Brokers and Commissioners

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

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

The use of a particular intermediary may also depend on the type of product being distributed. So, for example, spare parts for machines are usually distributed through a wide network of agents with warehouses, which makes it possible to ensure the fulfillment of requests from foreign firms in a fairly short time. In the mid-80s, in the practice of well-organized foreign firms, the delivery of spare parts to consumers within 3-5 days from the date of receipt of the order became the norm. 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 of warehouses in the countries and regions of sale with sufficient reserves of spare parts, the availability of appropriate vehicles and trained specialists.

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

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

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

3. Sales activity plan;

4. Name and description of clients available to the intermediary;

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

Features of the organization of marketing 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 subjugated production and marketing on a global scale, 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 develop model 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 trend towards an increase in the role of long-term contractual relations. The development of such relations is promoted by the process of deepening the division of labor, specialization and cooperation of economic activity.

In connection with these features, the marketing system for raw materials and food products is built in such a way that direct sales traditionally occupy a significant place. This reflected the trend towards the elimination of the intermediary link in trade (with the exception of machinery and equipment, where the existence of an intermediary is explained by the specifics of the conditions of sale). Direct sales allow you to establish strong ties with manufacturers and consumers, to respond more flexibly to market changes adapt to his requirements.

Commodities are a particularly attractive target for long-term purchase and sale transactions. Unlike manufactured products, they practically do not undergo obsolescence. The constant 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 grade of raw materials and materials (for example, ore with a constant metal content), then the buyer is not even interested in improving the quality of the purchased product. Characteristically, approximately 85-90% of the total cost of raw materials sold under long-term commercial contracts falls on only four commodities: 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 commodity itself, by its nature, does not require basically 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 stable sale of which the seller is not yet sure. In such cases, the intermediary is involved not only to sell the product, but also to advertise it, collect information about potential consumers, about the forms and methods of trading competitors.

The services of an intermediary may be required to improve the organization of sales, 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), picking consignments according to the assortment (increase in 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 under these conditions brokers are of great help, engaged in the formation of shipping parties for a number of medium and small buyers. The duties of brokers also include the study of the economic situation in the country and especially in the forest-consuming sectors of the economy and the transfer of 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 given to the collection of materials on the quantities and specifications of sawn timber sold in the country's market, and on the commodity stocks 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 are a special type of constantly operating market where purchase and sale transactions are made for mass raw materials and food products that have generic characteristics, are qualitatively homogeneous and interchangeable. On the stock exchanges, goods are usually not available. It is sold and bought without presentation and inspection in accordance with established standards and samples. The conclusion of transactions takes place 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, azhut, natural and artificial silk, washed wool);

Industrial raw materials (rubber, lumber);

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

The value of the exchanges of real goods has fallen sharply, the exchanges have turned into futures. The underlying reasons are:

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

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

3. Received the distribution of intergovernmental commodity agreements, state 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

This is the largest and oldest exchange in the world where contracts for commodities are traded. The exchange was founded in 1848, and more than half of America's trade transactions are carried out here.

Since 1970, the Chicago Mercantile Exchange has broken its own record for trading volume every previous year. Business Week magazine named the Chicago Stock Exchange as the world's key contract trading venue.

Contracts are legal agreements for the sale or purchase of goods in a given month with the right to resell. Under the terms of most contracts, the goods are 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 contracts for 17 different types of commodities - soybean oil, flour, wheat, soybeans, corn, oats, fnnera, 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 initials of the traders. Jacket colors don't matter.

Around the departments of trade are tables with telephones and teletypes. There are more than 4,000 telephone lines here, which accept orders from various customers. For each order received by phone, a card is issued, which indicates the exact time of receipt of the order. The order card is then handed over to the messenger who delivers it to the trader in the exchange department. An open auction is organized on the exchange, where there is no central auctioneer, so that each trader has an equal opportunity to offer his price for contracts. Trading here takes place through calls and hand signals. The palm turned outward means that the trader is offering to sell the contract. The palm turned towards itself means that he offers to buy. Fingers placed vertically show the number of contracts, horizontally - the price of the contract. The minimum price change is 1/4 cent per bushel. One contract equals 5,000 bushels.

After the deal is made, the trader writes down the information on the order and drops the order on the steps outside the trading desk. The messenger collects these orders and takes them to the telephones, which let the customer know that his order has been completed. Each trader also notes all trades that he made during the whole day on his own documents and lets the speaker know about price changes. Price speakers sit in kaffirs at the border of the department. They put a new price on the computer. This price is advertised on electronic screens on both sides trading floor. Since this exchange is an international trading center, these prices are also sent to exchanges around the world within a few minutes.

There are two groups of traders on 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 enterprises.

Speculators are entities that buy and sell contracts at their own expense and risk - a risk that genuine buyers and sellers do not want to be exposed to.

Less than 20% of all contracts traded on the exchange end up in actual delivery. If someone wants to buy a product with a delivery obligation, he buys this product in the relevant market. The Chicago Mercantile Exchange has a significant cash market for grain. 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 trend towards distribution by personal selling of consumer goods. Thus, a whole range of marketing activities arose, based on personal sale. It's called multi-level marketing.

Multi-level marketing is the organization of a company's sales system on the principle of "multiplication" of distributors, who, thanks to this, have the opportunity to receive multiplex income. Such well-known networks of companies as Herbalife, Mary-Kay cosmetics and Zeptor operate on the principle of multi-level marketing. Through multi-level marketing, almost any product that can be bought in a store can be distributed. Multilevel marketing assumes that you create a network of distributors, each of which in turn attracts new distributors to this network, and so on.

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 you reduce the sale to its simplest expression, then you can always distinguish two sides - buying and selling. The act of sale 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 an encoded form through the use of any method of sale - direct communication, by phone, by mail. The buyer perceives the message, deciphers it into a language understandable only to him and assimilates it. The communication process is hindered by various kinds of interference, which can be divided into internal and external. Internal hindrances include psychological hindrances - prejudices, habits, problems, troubles, personality type, etc. External interference includes interference that prevents the client from positively perceiving the information being communicated - extraneous conversations, noises, fuss around, etc. These interferences are detrimental because they contribute to the gap between the main links of the communication process. The final link in the process is feedback, which enables the seller to control and correct the flow of information sent to the client due to the response received.

The communication process is influenced by background variables, which include the personality of the seller, the perception of the partner and selling situations, hidden psychological relationships, the explicit and implied goals of the partners, as well as the feelings experienced by the client.

This diagram represents two main subjects of communication - the buyer and the seller - as equal participants in the process. In the process of communication, it is necessary to achieve a connection with the buyer. If the connection occurs and the buyer is not put on the defensive, the sale is more likely to take place. On the contrary, if communication does not occur, if the buyer feels coerced, he is likely to resist the act of selling. It follows that the correct approach would be to ensure a real, meaningful meeting of the two partners.

Many experts consider the sale as a certain sequence of actions, brought to automatism and excluding any individual involvement. According to this approach, everything is about moving through the stages, logically and inexorably following one after another. This theory assumes the possibility of manipulating people and tends to 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 disregard the signals given by a person in order to be able to sell completely calmly and for sure.

However, it is unlikely that the sale can be reduced to a certain set of predictable actions and events. The consumer is not in our power. Moreover, the development of consumer rights protection unions, the emergence of a whole science of "consumering", on the one hand, and the presence of unknown depths in human nature, on the other hand, indicate that the consumer is absolutely indecipherable and is not a controllable object.

Rather, the definition of sale offered by the French researcher Philippe Coffret would be more appropriate: "Sale is an oral exchange between the buyer and the seller, during which the seller makes a presentation of the goods with the aim of concluding a transaction."

Sale Styles

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

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

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

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

Questions related to sales styles are also of interest to psychologists, especially in metrological works related to the problem of determining the propensity for the profession of a salesperson. 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 certain place, well-established, or for products that are reliably introduced to the market, that is, situations when it is mainly about maintaining good relations with the client, about understanding his problems, his difficulties. In contrast, the "aggressive" form is more appropriate for home sales, situations in which competition becomes important, or when you need to find new customers, introduce to the market new product etc.

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

Sales stages

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

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

These negotiations take place between two individuals, each with their own status, role, motivations, real and imagined desires. therefore, in the process of selling, streams of likes and dislikes arise and emotional ties are intangibly formed or broken.

The act of selling is a negotiation (the interests of the parties are in fact neither completely reconcilable nor completely irreconcilable), which give impetus to the relationship) this is an emotional part), mediated by some object (this is part of the laws of the market and the marketing 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 methods) .

This definition, which brings together the elements of the entire selling 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, reasonably respond to objections and the 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 in the right way, closely monitor the development of the relationship and complete the transaction at the exact moment when it is required.

Satisfy the need: to capture or find the motives of the customer to buy, that is, the key points of his interest, to share the customer's concern and listen carefully to his complaints or criticism.

By grouping or connecting all of the listed elements, one can imagine the "sales scale" that J.-F. Krolar offers as a general approach to the study of the selling process. "Scale of sale" includes:

Reception of the client and establishment of contact;

Identification of needs and listening;

Argumentation and presentation of goods;

Implementation of the sale.

Table EFFICIENCY OF SELLING STYLES AND SELLING ATMOSPHERE

Legend: +: Possibly effective: 0: Average between effective and ineffective: -: Possibly ineffective.