- Eliminate power struggles within the company as this will hinder the development of trusting relationships among people within the company. To address this issue, the company needs to deal severely with behaviors that create distrust and distance between people. Constructive criticism should be used as a means to genuinely improve matters and not as a weapon of revenge. This issue should be at the forefront as it helps to eliminate fear in the workplace.
- Create relaxing moments to help employees escape from work pressure. This can be done simply with a piece of music or a dance.
- Leaders should turn the office into a place that promotes optimism among members by regularly organizing team-building activities, entertainment, or parties.
- Leaders should be the first to start laughter, ease the atmosphere in tense situations, thereby helping people come up with the best solutions.
- Company leaders should care about the lives of employees as well as each person's circumstances, increasing empathy and solidarity between leaders and employees.
2.2. Building a team of professional sales staff
Wal-Mart is always proud of having a team of professional sales staff, always bringing customers the best comfort and convenience. To be able to compete in today's market, Vietnamese retail businesses need to build for themselves a team of professional sales staff like that. To have an "elite" sales team, in addition to training skills such as negotiation, bargaining, and handling customer reactions. Businesses must organize seminars to provide knowledge about products.
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products, customers, and competitors for new employees. This process must include a combination of training and education (providing knowledge through classes). In addition, using old employees to mentor new employees is also an effective way of "on-site training". The number of employees at a point of sale is set based on the customer base and service time.
The process of perfecting a closed sales team includes four main principles: defining the role of the sales staff; reasonable goals; training; monitoring and evaluation. A strong sales team needs to clearly define the roles and responsibilities of each employee; there must be a way to measure work results according to business achievements, number of opportunities created, number of failures... To do so, the manager must know how to determine sales goals. Next, the manager needs to set challenges for the sales team with specific targets; give direction for the work; monitor and evaluate and continue training. Regarding monitoring and evaluating sales staff, businesses should set up indicators to measure daily work results according to the following criteria: number of customers visiting according to schedule; % of successful sales; average value of an order/customer... In addition, there needs to be a system to collect information by day, week, month; There is a mechanism that requires managers to regularly evaluate the achieved business results; promptly take specific actions when business results do not meet requirements, or when new sales opportunities appear.
The above mentioned sales team standardization process can only be implemented if the sales team has the necessary qualities and skills. The qualities that a salesperson needs to have include the ability to concentrate, the ability to communicate, perseverance (but not too clingy), flexibility, independence (but with a high team spirit), and a love of looking for opportunities. And the training and coaching of sales staff should focus on planning skills,
marketing knowledge, relationship building, problem solving, negotiation, communication, presentation, sales, judgment.
Building a professional sales team is difficult and maintaining that sales team to work for the company for a long time is even more difficult. The sales team and the revenue they bring are like the lifeblood of a business. When revenue grows, everything will progress in a rosy way. On the contrary, when revenue declines, the business will be covered in a gray color. Therefore, it is important for any business to understand and motivate the sales team to continuously increase revenue and make them happy when working at the company. One of the quite effective ways to motivate sales staff is to implement an incentive program. However, designing an incentive program is not as simple as determining the targets. Usually, when sales staff achieve the targets, they will receive monetary rewards, but money is not necessarily their top concern. Therefore, in addition to material factors, businesses need to find out what other things their salespeople want to achieve (for example, they may want to become the highest-grossing salesperson or break their personal sales record) in order to build an appropriate incentive program. A good incentive program must meet three criteria: understandable, measurable, and achievable. If these three criteria are not met, an incentive program is likely to be counterproductive. The business owner or sales manager must be the one responsible for clarifying the terms of the incentive program, clearly stating them in writing and notifying all salespeople. A meeting should be held to inform and explain the incentive program to all salespeople. Next, only those salespeople with measurable performance should be rewarded. If profit is used as a criterion for evaluation, total profit should be used instead of net profit. Determining the form of reward should be linked to
Sales quotas. Salespeople who meet higher quotas receive larger rewards, such as a seven-day vacation for a family of four. Smaller rewards might include movie or sports tickets, extra vacation days, or free meals at a fancy restaurant. It is best to learn about the personal interests and hobbies of your salespeople and design rewards that are creative and responsive to their desires.
In addition to building an incentive program, businesses can apply the following ways to motivate their sales team.
- Pay a base salary in addition to commissions. If you only pay commissions based on sales without a minimum base salary, your salespeople will be stressed and your turnover rate will likely increase. By paying your salespeople a base salary in addition to commissions, you will be able to retain your best salespeople.
- Offer competitive benefits. Make your salespeople feel that your company supports them and appreciates their efforts. Do this by offering them a competitive benefits package, including health insurance, retirement plans, and extra vacation or sick leave.
- Provide appropriate training programs. Investing in the professional development of sales staff is also investing in the development of the business. Provide sales staff with appropriate training programs and encourage them to participate in exhibitions and seminars.
- Set achievable goals. Specific, achievable goals also serve as a source of motivation for employees and lead them to success.
- Maintain an open-door policy. If salespeople do not easily present their difficulties to their superiors, those difficulties will only get worse and will reduce the morale of the team or the entire organization. Therefore, sales managers need to always listen to and share with salespeople their concerns and frustrations and provide constructive feedback.
3. Complete infrastructure
3.1. Design of commercial slogans (slogans)
Slogan - commercial slogan, originally meaning the battle cry of Scottish warriors. Nowadays in commerce, slogan is understood as the commercial slogan of a company. Slogan is often considered part of the intangible assets of the company even though it is just a saying.
To have a good slogan, in addition to investing in brainpower, there must also be continuous investment in advertising with long-term strategies. Therefore, when having a slogan that stands in the minds of customers, that slogan has become an invaluable asset that is cultivated with time, money and reputation of the business.
Perhaps there is no need to investigate or make statistics to see that among thousands of Vietnamese businesses today, only a few have slogans that are remembered by the majority of consumers. The vast majority have been submerged and lost in the jungle of advertising slogans. A good slogan must have the following elements:
- First is the goal: A slogan when launched must have a certain goal and aim towards that goal.
- Second is brevity: A good slogan must always be short, easy to understand, easy to read. With the task of entering the subconscious of customers, no one builds a long slogan full of features, effects, and superiority of the product, because no customer will bother to remember such a long slogan.
- Third, it is not offensive: The slogan must absolutely avoid words that can cause offense or insult others, even if they are a very small customer segment.
The slogan that Wal-Mart has used throughout its operations is “always low prices” which meets all three of the above criteria. In order to build a meaningful commercial slogan, Vietnamese retail businesses need to have a dedicated budget for research and slogan development. Businesses need to appoint a specialized department to manage and design slogans. This department must have high professional knowledge, creativity and the ability to grasp the needs and psychology of customers. The company's leadership can receive feedback from all employees in the company as well as public opinion. Thereby, a unique slogan can be designed that impresses customers.
3.2. Design unique uniforms for company employees
Uniforms are an indispensable element in building corporate culture, so businesses need a specialized team responsible for designing uniforms that both create a unique mark, distinguish the business from other companies, and arouse pride in employees when wearing the company's uniform. The company's uniform must be designed to be convenient for the user, have the main colors and can print the company's logo on it. Once the uniform is designed, the company's leadership must have regulations on implementation such as wearing time, dressing style, etc. and strictly handle cases of not wearing uniforms.
CONCLUDE
Corporate culture is the synthesis of value concepts, ethical standards, business philosophy, behavioral norms, business ideas, management methods and rules accepted and followed by all members of the enterprise. Corporate culture takes the comprehensive development of human
The core of corporate culture is the corporate spirit and value concept of the enterprise.
In the process of development, each enterprise strives to build a system of value viewpoints for employees to accept, creating harmony within the enterprise, a positive cultural atmosphere to promote the cultural strengths of the collective, strengthen the internal strength and power of the enterprise. Corporate culture is a development stage of modern enterprise management thinking, demonstrating the shift in technical development strategy to create products with high cultural content. Therefore, corporate culture can be considered the most important factor of contemporary business practice.
Realizing the importance of corporate culture for business operations, Wal-Mart Group has been building its own corporate culture identity. However, in the process of building corporate culture, there are still many limitations, but Wal-Mart is a model of successfully building a corporate culture with the company's style and that is a valuable lesson for all Vietnamese retail businesses in today's increasingly fierce competitive environment.
Because the topic is new, and there are many different approaches, and I myself lack practical knowledge about production and business activities, the thesis inevitably has shortcomings and omissions. Therefore, I look forward to receiving many contributions from teachers, friends and those who are interested in the issue of building corporate culture.
APPENDIX
Appendix 1: List of Wal-Mart stores in countries
Argentina(12)
Wal-Mart Supercenter (12) | |
Brazil (293) | Wal-Mart Supercenter (23) |
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Sam's Club (15) All About You (2) Bompreoo Hypermart (29) Bompreoo Supermarket (68) Bompreoo Mini-Martket (8) Balaio (Bompreoo) (7) Magazine (Bompreoo) (3) Wal-Mart Supermercados do Brasil Big Hypermarkets (36) National Supermarkets (68) Mercadorama Supermarkets (24) Maxxi Atacado Wholesale Clubs (10) | |
Canada (278) | Wal-Mart Stores (272) Sam's Club (6) |
China (60) | Wal-Mart Supercenter (55) Sam's Club (3) Wal-Mart Neighborhood Market (2) |
Costa Rica (130) | Pali (97) Max X Menos (23) Maxi Bodegas (6) Higher Levels (4) |
El Salvador (59) | Dispensa Familiar (26) Despensa de Don Juan (31) Hiper Paiz (2) |
Virtue | Wal-Mart Supercenter (85); disposal announced July 2006 |
Guatemala (119) | Family Dispenser (78) |