| Abstract | Komunikacija je ključna u prodaji jer pomaže u izgradnji snažnih odnosa s kupcima i kolegama što ubrzava sklapanje poslova dok kupcima pruža prilagođena rješenja koja zadovoljavaju njihove potrebe, a koja rezultiraju zadovoljnim kupcima za koje je vjerojatnije da će kupovati u budućnosti. Prodajno treniranje je proces ocjenjivanja i mentorstva prodavača jedan na jedan kako bi se poboljšala prodajna izvedba i potaknuo dosljedan uspjeh u prodaji. Učinkovit program obučavanja prodaje koji vode voditelji prodaje i menadžeri pomaže predstavnicima da sami dijagnosticiraju nedostatke, omogućujući im da preuzmu veću odgovornost za svoju izvedbu i poboljšaju svoje rezultate. Prodajni coaching je proces koji uključuje organizirano podučavanje prodajnih predstavnika kako bi im se pomoglo da poboljšaju svoje vještine, učinak i postignu prodajne ciljeve. Kao i kod prodaje, coaching je vježba komunikacije, uvjeravanja i upravljanja promjenama. Da bi coach prodaje bio izvrstan u tome, mora biti sposoban voditi majstorske i nijansirane razgovore. U radu je provedeno istraživanje zaposlenika poduzeća Lesnina XXXL i to iz Hrvatske, Slovenije i Srbije. Ispitanici su trebali odgovoriti na pitanja o edukacijama zaposlenika u svom poduzeću, odnosno coachingu u njihovom poduzeću, te coaching trenerima i zadovoljstvu istim. Rezultati istraživanja su potvrdili da coaching razgovori utječu na bolju komunikaciju zaposlenika, da bi coach trebao imati sposobnost praćenja, analiziranja i planiranja, da bi se trebali susretati s coachom i obaviti razgovor barem dva puta mjesečno, da se kod stranaka/klijenata u poslovnicama pažnja najviše pobudi postavljanjem otvorenih pitanja, da dugoročno gledano natprosječno uspješnog prodavača čini pozitivan stav (prema tvrtki/kolegama/timu, nadređenome/kupcima), da im je edukacija važna u njihovom poslu te njihova tvrtka ulaže puno više u znanje i edukaciju zaposlenika nego konkurencija. |
| Abstract (english) | Communication is key in sales because it helps build strong relationships with customers and colleagues that accelerate business closings while providing customers with customized solutions that meet their needs, resulting in satisfied customers who are more likely to buy in the future. Sales coaching is the process of evaluating and mentoring salespeople one-on-one to improve sales performance and drive consistent sales success. An effective sales training program that guides sales leaders and managers helps reps self-diagnose gaps, enabling them to take more responsibility for their performance and improve their results. Sales coaching is a process that involves organized coaching of sales representatives to help them improve their skills, performance and achieve sales goals. As with sales, coaching is an exercise in communication, persuasion and change management. For a coach to excel at this, he must be able to conduct masterful and nuanced conversations. In the paper, a survey was made of the employees of the company Lesnina XXXL from Croatia, Slovenia and Serbia.. Respondents had to answer questions about employee training in their company, i.e. coaching in their company, and coaching trainers and satisfaction with them. The results of the research confirmed that coaching conversations affect better employee communication, that the coach should have the ability to monitor, analyze and plan, that he should meet with the coach and have an interview at least twice a month, that the clients/clients in the branches receive the most attention by raising open questions, that in the long term, an above-average successful salesperson has a positive attitude (towards companies/colleagues/team, supervisor/customers), that education is important to them in their work, and that their company requires much more knowledge and employee education than the competition. |
