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B2B selling - evolution of the role of the sales representatives
ŠTĚDRONSKÝ, Zdeněk
The aim of the thesis is to identify the specifics and development of the role of the sales representative in the selected company and to propose measures in the context of the market situation. The basis of the role of the sales representative does not change, but the market and its requirements do. The thesis summarizes sales concepts and their use, the opinions of experts on the discussed topic and explains the basic concepts in sales in B2B markets and its specifics. The research is based on the opinions of experts in sales in the electrical installation market from the company Schneider Electric CZ, s.r.o., which are obtained through a questionnaire survey. The obtained data are subsequently interpreted and statistically verified using chi-square and t-test methods, which led to the acceptance of all the stated hypotheses at the level of statistical significance of 0.05. The results of the research are discussed, where emphasis is placed on the comparison of the research results and the claims of experts in the field, or authors from the review of the issue addressed. The discussion concludes with suggestions for action, which take the form of communication strategy development, regular customer contact, technology integration, employee training and regular market research.
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