家电销售人员胜任特征模型建构

The Competency Model of Salespersons in the Household Appliances Industry

本研究旨在探讨优秀家电销售人员应具备的胜任特征。首先通过对20名家电销售人员的行为事件访谈,初步构建了家电销售人员胜任特征模型;然后通过对20例顾客与家电销售人员的互动进行自然观察,进而对所建构的模型加以验证。研究表明,家电销售人员胜任特征模型共包括9项:成就导向、主动性、学习发展、影响力、洞察力、服务意识、可信赖、情绪稳定性以及产品知识。

The purpose of this research was to explore what makes the differences between the best salespersons and the ordinary ones in the household appliances industry in China.Firstly,this paper established a preliminary competency model for salespersons in the household appliances industry by applying the technique of BEI（Behavioral Event Interview） to 20 salespersons,including 12 outstanding salespersons rated as superiorones and 8 outstanding salespersons rated as ordinary ones.It took about one hour to interview every participant.The record of the 20 interviews were transcribed by a professional company into about 280,000 Chinese characters.This study also designed the competency dictionary of salespersons in the household appliances industry on the basis of the general competency dictionary of salespersons by Spencer and discussed by the SMEs（Subject Matter Experts）.Two coders were chosen from the pilot study.They clarified and coded the text according to the competency dictionary.Then this study did the comparison of the competency characteristics of salespersons with different performances by T-test with SPSS 17.0.The preliminary competency model for salespersons in the household appliances industry included 5 competencies： Achievement Orientation,Learning and Developing,Impact and Influence,Trustworthiness,and Emotion Stability.Secondly,the preliminary competency model for salespersons in the household appliances industry built above was checked through observation.The observation was carried out between 20 groups of customers and the salespersons who served them,including 12 successful cases and 8 unsuccessful cases in different household appliances supermarkets.The time of observation varied from 38 to 97 minutes.This study also designed a tool for observation called the record table for observing salespersons.This study trained 4 observers to observe and record the dynamic process among customers and the targeted salespersons.Every case was observed by 2 observers at the same time.They watched the whole dealing process without interruption,and the observation was recorded and organized afterwards.One observer mainly recorded the process into text,the other observer checked and supplemented it.Then the study used the 2 coders of the first study clarified and coded the text according to the competency dictionary.Then this study did a comparison of the competency characteristics of salespersons with different results of the cases by T-test with SPSS 17.0.The observation method found 6 discriminating competent characteristics： Initiative, Impact and Influence,Insight,Serving Consciousness,Trustworthiness,and Knowledge of Product.As the BEI and observation method could discover different parts of the competency of the salespersons,this study combined the results together and formed the final competency model.The final competency model of salespersons in the household appliances industry consists of 9 discriminating competent characteristics as follows： Achievement Orientation,Initiative,Learning and Developing,Impact and Influence,Insight,Serving Consciousness,Trustworthiness,Emotion Stability,and Knowledge of Product.The study used the observation method to check the model built by BEI,which is rare in the competency modeling literature.The competency model may have great implication for the selection and training of salespersons.