تقييم مدى توافر المهارات البيعية لرجال البيع من وجهة نظر المستهلكين "دراسة ميدانية على مستهلكي الألبسة الجاهزة في الساحل السوري"

Abstract

The aim of the research was to evaluate the availability of sales skills for salesmen (communication skills, persuasion skills, personal skills, and the skill of dealing with consumer objections) from the point of view of ready-made clothing consumers on the Syrian coast.The research relied on the descriptive analytical approach, collecting and classifying data from multiple sources, including relevant Arabic and foreign books and articles. Field data was also collected using questionnair specifically designed for a sample of ready-to-wear clothing consumers on the Syrian coast. These data were analyzed using the SPSS26 statistical analysis program.The results showed that there was a moderate degree of agreement among consumers regarding the availability of the skills required for salespeople. The study recommended that the company should select and employ salespeople who have the personal, technical and technological specifications in order to be distinguished salespeople, given the importance of sales skills for salespeople and their role in improving consumer satisfaction and loyalty, and the reflection of this on improving the company’s image. It is also necessary to hold training courses and develop the capabilities of salespeople to enhance their understanding of sales services and how they can effectively practice sales services. Salespeople represent the organization's image in the eyes of its consumers. The success of an organization's plans is linked to the success of the relationship between the organization and its consumers. Therefore, it must choose them carefully and provide them with more motivation and training to motivate them to work.