Profession commercial agent. Commercial agent is a general description of the profession. Pros and cons of working as a traveling salesman

Personal qualities of an agent Attracting, selecting and training sales personnel is quite complex problem For modern enterprise oriented in its activities to the market.

The main person providing personal selling, is a sales agent (sales representative). He identifies potential buyers, establishes direct relationships with them, conducts sales and organizes service, and also collects and analyzes trade information. The work of an agent is multifaceted and difficult.

The work of an agent is associated with psychological overload and stress. One reason is that the sales agent is on the road for days, meeting many people, and away from family. The second is that if a salesperson is not sufficiently trained in effective customer communication techniques, he will tend to equate a potential customer's refusal of a product with a refusal given to him as an individual. If there is a shortage psychological training this can put him in a depressed emotional state.

Although it is very difficult to identify all the qualities necessary for successful sales, there are several that a sales agent certainly needs to have.

1. The most important quality is self-confidence. It is absolutely necessary that a sales agent have a strong sense of self-confidence and be able to withstand serious psychological stress without damage to the psyche. He must offer his product again and again, despite numerous refusals from potential buyers. On the other hand, it is important that self-confidence does not develop into complacency. Otherwise, he will seem arrogant to the client and will be rejected as a result.

2. Next required quality- ability for analytical thinking. A sales agent works in the office of a potential consumer, his goal is to solve the problem of the potential buyer. He must be able to analyze all aspects of the environment and identify The best way solving the problem. It often happens that a sales agent cannot understand what the problem is and makes the wrong move, which leads to failure. Debt analysis process

Part II. Management at the instrumental level

wives be supported by a preliminary telephone call to ensure agreement and initial information about the client's needs.

3. There is such a thing as creativity, i.e. ability to find non-standard solution. Creative skills will be required by the sales agent to understand the nature of the problem, the price, financial issues, product design and other elements necessary to conclude a deal. However, this does not mean at all that he should go beyond the company’s policy and develop solutions that are unacceptable from its point of view.

4. Special role refers to the agent’s ability to plan his actions and follow the developed plan. Planning is a process that requires assessing all available aspects of a problem, developing a strategy to solve it and achieve the goal. Next, the agent must mobilize the resources necessary to carry out the plan. Anyone who can make a plan, but is unable to attract resources and carry it out, is more of a dreamer than a man of action. This requires not only discipline, but also some organization of the mind. It is therefore necessary that the sales agent be trained in drawing up plans and consciously monitoring their implementation. The easiest way is to make a list of urgent matters in order of importance, and then work on it.

5. A sales agent must have such a skill as the ability to persuade. A skilled sales agent is usually an extrovert. This means that he is sincerely interested in meeting and communicating with other people.

But this is not enough. Demeanor, clothing, verbal and non-verbal ways communication and other related actions, he must convince the potential client of the reliability of the product and the seriousness of his intentions. By being able to create a favorable impression, the salesperson has a greater chance of completing a transaction with the client.

6. The agent must be able to empathize with the client, i.e. understand the client’s situation and view your call and subsequent visit with the product offer from the client’s point of view. Maybe the client has a difficult technical problem or financial difficulties, or perhaps he is worried about what his manager will say about purchasing a product. The agent should ask himself these and other questions and try to answer them for himself and the potential consumer by presenting him with options for solving each dilemma.

7. An agent must be a good listener to determine what a prospect wants before telling him everything he can about his product and then convincing him to buy it. There are two reasons for this:

1) this is a sign of politeness;

Chapter 7. Marketing Communications Management

2) very effective method find out what problems a potential client is experiencing and correctly formulate the possibility of solving the problem using the product offered for sale.

Professional skills of an agent In order to achieve a complete understanding of the client, a sales agent, in addition to personal ones, must have certain professional skills.

1. The agent must know almost all the characteristics of the product. If he, while performing his duties, is unable to answer any questions or gives incorrect information, this will have a very detrimental effect on the relationship with the client, who is inclined to consider him as an expert in the field. At the same time, the client may be competent enough to ask the sales agent questions to which he cannot always find an answer. Thus, it can be considered imperative that the hired sales agent undergoes an intensive training course on the purpose and functions of the product, the stages of its production, all related to it technical aspects and how the product is designed to solve the customer's problems.

2. The agent must be aware of the advantages of his product, since he is obliged to emphasize them in every possible way, as well as the disadvantages, since not only the client, but also the company’s competitors will try to find in it weak sides. Almost all products have disadvantages from the customer's point of view, and it is necessary that the salesperson can present them from a different angle and give an alternative view on them, as well as show a positive balance of disadvantages and advantages.

3. The agent must know everything about after-sales service, i.e. about the financial benefits and intricacies of the service offered by the company in order to make a worthy and acceptable presentation of the product to the client and establish contacts for the future.

4. A sales agent must have knowledge about the company for which he works: the history of its origin, basic information about management, prospects for its activities. Sometimes the client, not finding any shortcomings in the product that could motivate his refusal to purchase it, continues to ask the sales agent questions about the company, its history, and publicity. One of the most important issues that will certainly be touched upon in the conversation is the financial situation of the company. Although information about a company is in many cases confidential, there are a number of news agencies in the West that can provide basic information about its financial condition. Consequently, a meticulous client can learn a lot about the company's capabilities before

PROFESSIONAL QUALITIES OF A SALES AGENT

Sellers with a stony expression on their faces, sellers of the “soviet” type, soulless and dishonest sellers are becoming a thing of the distant past. There is already healthy competition for services in the sales market. At first glance: selling has become more difficult, buying has become easier. The buyer is able to choose the seller to whom he is willing to give his money. He has a choice. Sellers have become more polite and compliant. Sellers are interested in the fact that you buy the product from them; after making a purchase, you come back next time or recommend it to others.

What should a sales agent be like to survive in the conditions modern market? What professional qualities do you have? What are the ideal requirements that such a seller, sales agent, or manager should have? The answer to the question: “Who are you?” is often more important to the client than your technical knowledge. Because the answer to this question will help you decide potential client: does he want you to help him make his life better? The client buys you first. And only then your product.

Perhaps the most basic qualities that can be identified in the most successful sales agents are: strength of intention, self-confidence, the ability to listen to the client, and a developed sense of humor.

Indeed, a good sales agent loves his job. Selling is passion, love. If there is no passion, then you are professionally unfit. Every visitor you see on the horizon of your business should give rise to the desire in you “He will be mine!”, just as passionately as you sometimes desire a woman or a man. You must have a clear goal of what you want and persistence in achieving it. A good sales agent is always persistent. Persistence is a guarantee of success. A professional will not give up on his intention to conclude a deal until all possibilities have been exhausted. Intention involves persistence. Even if things are not going very well for you yet, be persistent. Believe in yourself.

True professionals are constantly learning, they study throughout their lives, and attend various seminars several times a year. They hone their skills. When one successful sales specialist was asked what the key to his success was, he answered like this:

“I have a firm rule - every month to participate in one, even the most basic, seminar on trading issues. If I take away at least one new idea, which means I didn’t waste my time and money on training.”

Once a student came to an elderly Teacher and proposed a competition: who could cut down the most trees in the forest in a day. The teacher agreed. Axes were clattering in the forest all day. Every hour the Teacher's ax fell silent for 10 minutes. The student was happy. He thought that the Teacher was getting tired and that he was winning, and he kept cutting down and cutting down trees, without stopping to rest. When the time was up and the results were summed up, it turned out that the teacher had cut down a lot more trees.

“How can that be?” he was surprised. Teacher, you rested often.
“No,” the Teacher answered him, “I was sharpening my ax.”

If you are afraid of a visitor, if you hesitate to call him, if you are afraid of refusal, you are professionally unsuited for sales. Fear is a bad companion in trading. You need to differentiate between refusal of business cooperation and unwillingness to do business with you. The word “NO” that you hear is not spoken to you, but means a refusal of the proposed transaction. If you understand this, then you are a professional. You then begin to think about how you can make the presentation of the product differently or behave during negotiations. Ask yourself questions: “What did I learn from this experience? How can this be used in the future? Learn from your own mistakes.

A good sales agent believes in himself, in the quality of his product, and is ready to take calculated risks. He is a real warrior. Every failure only strengthens him, every answer “no” convinces him that victory will soon come. Truly: “Fight and seek, find and not give up.” Such agents use own strength to achieve success, not the weakness of competitors or customers.

A good salesperson knows how to ask open-ended questions and listens to the client, gently guiding the conversation in the desired direction. Customers trust more those sellers who are able to understand their problems and are able to listen to them. the main task sales agent - research the problems of their clients, advise them on the problem and help them find a solution.

Humor allows you to be as flexible as possible in your behavior and quickly adapt, establish informal relationships, and take your temporary failures lightly. Stiffness, a sense of self-importance, a desire to command - make you professionally unsuitable. Avoid these qualities, work on yourself. Contact a psychologist, he will help you understand and... change.

And finally, the next test will allow you to evaluate how your professional quality, and the quality of your employees. Answer the questions by rating yourself on a 10-point scale.

As a rule, when making my sales, I:
1. I am determined and believe in my own strength.
2. Honest in relationships with clients.
3. I love my job.
4. Focused on achieving your goal.
5. I behave and dress like a professional.
6. I know how to listen to the client and ask questions open questions.
7. I can accurately formulate what my client wants.
8. Ready to listen to the client’s doubts/objections.
9. I am not offended if one of the clients says “no”.
10. I easily make phone calls to potential clients I don’t know.
11. I realize my weaknesses and work on myself.
12. Willing to take calculated risks.
13. Initiative and enterprising.
14. Ready to implement new ideas.
15. I work measuredly and professionally, and don’t “burn at work”
16. I make sure to keep all my promises and remember the requests of clients.
17. I think about the needs of my clients and take them into account.
18. My goodwill is manifested in my demeanor and facial expression.
19. Confident in the merits of your product.
20. Attentive (I hear what others say and what they don’t say).

Count it up total points.
If you have more than 160, then you can be congratulated: your clients are crazy about you, you can already teach others how to sell.
If 120-160, then too good result, although there are still untapped resources. It is useful for you to attend training seminars.
If it’s 50-119, then further serious work on yourself is needed.
If you score less than 50 points, then you should look for another job.
© Pavel Barabash [email protected]

Reviews

In my life I had the opportunity to work as a sales representative for 15 years. And, as a former specialist in this field, I will say without reserve: those who want to fully devote themselves to this profession should know other aspects of a specific craft. Working on yourself every day, honing your sales skills, can go too far. Yes, commodity experts and sellers can be examined like an X-ray, and, depending on a given situation, the order can be adjusted (in their interests). Your clients become so... loyal to you that they don’t “fall for” the lucrative offers of other people’s sales agents, and work with your company for years. Such an acquired gift is very useful in work, but in life, sometimes it turns on unexpectedly for you, bringing disappointment in some person.
Pavel, I described this quality of a sales representative in the article “On the way to exteriorization.” Perhaps my confession may seem too fantastic, but there is some truth in any mysticism. Each of us stops at the step we expected or deserved!

Establishes and develops relationships between producers and consumers of goods and services, identifies and creates demand. Advertises the advantages of the company and the product, its consumer properties, referring to customer ratings and reviews and to its own personal experience. Uses product samples and colorful descriptions of services, including drawings, photographs, and dummies. Explains and demonstrates to customers the properties and methods of use of advertised products. Combines advertising of a product with its sale (wholesale, retail), provides assistance in the delivery of goods. Widely uses technical means and communication channels (telephone, fax, computer, etc.). Indicators of the quality of work of a commercial agent are a reduction in terms of sales of goods and services, an increase in sales volume and the number of clients, and the absence of complaints about service. Works individually, in free mode. Frequent travel is possible.

Developed analytical thinking and imagination, physical endurance, emotional stability, observation, determination, resourcefulness, sociability, ability to empathize, high efficiency, pleasant manners and appearance.
Medical contraindications
Work is not recommended for people with diseases of the cardiovascular system, musculoskeletal system, neuropsychiatric diseases, severe visual and hearing defects, or physical disabilities.

Awareness of economics, commerce, production technology (sold goods), sociology, psychology, mathematical knowledge and skills, etc. are required.

Preparation is carried out in secondary special commercial (trade) or economic educational institution, on course.
Related professions
Marketer, salesperson, specialist in commercial (trade) departments government agencies management.

REAL ESTATE SALES AGENT

General characteristics of the profession
Carries out work on the purchase, sale or rental of real estate on behalf and on behalf of clients. Obtains information about properties being sold or leased and the requirements of potential buyers or tenants. Studies supply and demand in the real estate market. Registers incoming proposals for the sale or lease of real estate, conducts a fact-finding inspection of them. In some cases, concludes exclusive agreements between the owners and the agency. Searches for potential buyers and tenants and establishes business contacts with them. Organizes familiarization of buyers or tenants with the property being sold or rented out. Fills out buyer requests, selects or offers options for sales or rental. Negotiates contractual terms and processes real estate transactions. Assists clients in collection necessary documents and execution of transactions. Ensures timely receipt of payment documents upon completion of transactions. Informs clients about suitable proposals received, advises on issues related to the characteristics of the properties under consideration and the degree to which they meet certain requirements. Organizes the signing of contracts for the sale or lease of real estate. Facilitates the timely preparation of documents necessary for clients to conclude a transaction and ensures the safety of documents. Represents the interests of clients when interacting with other specialists from the agency and other institutions involved in processing transactions. Prepares established reports on work performed.

The nature of the work is often traveling, using computer and office equipment, and vehicles.
Requirements for individual characteristics
Developed analytical thinking, visual memory, long-term and short-term memory, emotional stability, physical endurance, determination, observation, resourcefulness, sociability, high efficiency, pleasant manners and appearance, the ability to interest a client in a transaction.
Medical contraindications:
Diseases of the cardiovascular system, musculoskeletal system, neuropsychiatric diseases, severe hearing and vision defects, physical disabilities.
Training requirements
A real estate agent must know: regulatory legal acts, regulations, instructions, other guidance materials and documents regulating real estate transactions; agencies operating in the real estate market and the types of services they provide; fundamentals of a market economy; rules for establishing business contacts; tax conditions for legal entities and individuals; organization of real estate transactions; rules and procedures for concluding contracts and drawing up necessary documents related to the purchase, sale and rental of real estate; methods of analysis and procedure for collecting, processing and transmitting information about the real estate market; real estate market conditions; basic requirements of standards, technical, quality and other characteristics for real estate; the procedure for conducting inspections and methods for assessing objects of sale and rental; current price tags and price lists; organization of advertising work; techniques and methods business communication, negotiations; basics of land and housing legislation; basics of economics, psychology and labor legislation; internal labor regulations; rules and regulations of labor protection.
Related professions
Advertising agent, commercial agent, sales agent.

Download job description
commercial agent(.doc, 54KB)

I. General provisions

1. A commercial agent belongs to the category of technical performers.
2. A person with secondary education is appointed to the position of commercial agent professional education and special training for installed program without any work experience requirements.
3. Appointment to the position of a commercial agent and dismissal from it are made by order of the director of the enterprise.
4. A commercial agent must know:
   • 4.1. Regulatory legal acts, regulations, instructions, other guidance materials and documents related to business.
   • 4.2. Fundamentals of a market economy.
   • 4.3. Methods for establishing business contacts.
   • 4.4. The procedure for preparing documents related to the purchase and sale of goods and the conclusion of contracts, agreements and contracts for the provision of services.
   • 4.5. Fundamentals of labor, financial, economic and tax legislation.
   • 4.6. Current forms of accounting and reporting.
   • 4.7. Organization of loading and unloading operations.
   • 4.8. Conditions for storing and transporting goods.
   • 4.9. Internal labor regulations.
   • 4.10. Labor protection rules and regulations.
5. The commercial agent reports directly
6. During the absence of a commercial agent (vacation, illness, etc.), his duties are performed by a person appointed to in the prescribed manner. This person acquires the corresponding rights and is responsible for their proper execution.

II. Job responsibilities

Commercial agent:

1. Participates in establishing the necessary business contacts between buyers and sellers of goods, including technical and other products (equipment, raw materials, semi-finished products, etc.), as well as providing various commercial services.
2. Promotes the purchase and sale of consignments of goods (wholesale), as well as theatrical, musical and other types of creative products (staging performances, performances by artists, athletes, publishing books, recording musical works, etc.).
3. Ensures proper execution of concluded agreements and contracts, other necessary documents, including insurance and export licenses.
4. Performs the necessary technical work when concluding agreements, contracts and contracts, placing advertising in the media.
5. Organizes the provision Vehicle and ensuring compliance with other conditions stipulated by concluded agreements, contracts and contracts, assists in the delivery of goods.

III. Rights

A commercial agent has the right:

1. Get acquainted with the draft decisions of the enterprise management concerning its activities.
2. Request personally or on behalf of the immediate supervisor from heads of departments of the enterprise and specialists information and documents necessary to perform his job duties.
3. Submit proposals for improvement of work related to the provided for management consideration this instruction responsibilities.
4. Within your competence, inform your immediate supervisor about all shortcomings identified in the course of your activities and make proposals for their elimination.
5. Demand that the management of the enterprise provide assistance in the performance of its official duties and rights.

IV. Responsibility

The commercial agent is responsible:

1. For improper performance or failure to fulfill one’s official duties under this job description, - within the limits determined by the current labor legislation Russian Federation.
2. For offenses committed in the course of carrying out their activities - within the limits determined by the current administrative, criminal and civil legislation of the Russian Federation.
3. For causing material damage - within the limits determined by the current labor and civil legislation of the Russian Federation.

A sales agent is a seller who enters into contracts with retail outlets and enterprises: collects orders, monitors the availability of balances, controls and is responsible for the timely execution of mutual settlements. The position of a sales agent can be considered as an intermediary between the manufacturing company and the end buyer. He must become thoroughly familiar with the range of goods and services of the outlet in order to make correct calculations in the future. required quantity the product he sells.

Places of work

The profession of a sales agent is in demand in distribution companies and wholesale companies that supply goods to retail outlets.

History of the profession

In the past, the duties of a sales agent were performed by merchants and wholesalers; they appeared along with the emergence of trade relations between people. The active development of the profession occurred in the middle of the 19th century. With its advent, it was possible to significantly reduce the time of delivery of goods from the manufacturer to the buyer.

Responsibilities of a sales agent

The duties of a sales agent include:

• maintaining and expanding the customer base;
• concluding contracts with clients;
• control of accounts receivable;
• merchandising;
• presentation of goods and services.

Requirements for a sales agent

Employers put forward the following requirements for sales agents:

• secondary or higher education;
• PC knowledge;
• grammatically correct speech;
• salesmanship;
• driver's license (often required to have a car);
• age from 20 to 35 years.

Sales agent resume sample

How to become a sales agent

To become a sales agent, an average professional or economic education. Promote professional level and you can hone your skills in short-term courses and seminars.

Sales agent salary

The salary of a sales agent depends on the number of clients served, the customer’s product items, level of qualifications, provided resource opportunities and region of activity and ranges from 20 to 50 thousand rubles monthly. average salary sales agent is 35 thousand rubles per month.