Dualni kvantitativno-kvalitativni model prodajnih kvota
A Dual Quantitative-Qualitative Sales Quotas Model
Apstrakt
Ne postoji jedan opšte-prihvaćeni model prodaje u literaturi i praksi. Modeli prodaje predstavljeni u marketing literaturi marketarima mogu biti nepraktični ili komplikovani, a i sama oblast prodaje nije dovoljno obradila temu kvantitativnih modela prodaje u okviru akademskih istraživanja. Cilj ovog rada je da donekle prevaziđe taj jaz predstavljanjem jednog dualnog modela prodajnih kvota. Dualnost ovog modela leži u njegovom kvantitativnom i kvalitativnom aspektu. Kvantitativni deo bazira se na ponderisanom proseku, odnosno linearnoj jednačini sa više kriterijuma i više nepoznatih. Kvalitativni deo modela bazira se na participaciji prodavaca i menadžmenta u izradi modela. Njihove subjektivne ocene mogu značajno da utiču na krajnje rezultate i predviđene kvote. Bazična osobina ovog modela je njegova praktičnost. Ne samo da je numerički deo lak za objašnjenje klijentu, već je i klijent aktivno uključen u modeliranje, predlažući subjektivnu projekciju prodajnih kvota i definišući kriterijume koji mogu uticati na planirane prodajne rezultate. Posle izlaganja teorijske osnove modela prikazana je i njegova praktična primena, kroz analizu studije slučaja Pervivo. Ovom studijom slučaja pokazali smo da dualni kvantitativno-kvalitativni model prodajnih kvota ima upotrebnu vrednost korišćenja u poslovnoj praksi.
Abstract
There is no one commonly accepted sales model in literature and practice. The sales models presented in the marketing literature may be impractical or complicated for marketers, and the sales field itself has not sufficiently addressed the topic of quantitative sales models within academic research. The aim of this paper is to overcome this gap by presenting a dual model of sales quotas. The duality of this model is expressed through its quantitative and qualitative aspects. The quantitative part is based on the moving average, i.e. a linear equation with multiple factors and with multiple unknowns. The qualitative part of the model is based on the participation of salespeople and management in the design of the model. Their subjective judgments can significantly affect the end results and predicted quotas. The basic feature of this model is its practicality. Not only is the numerical part easy to explain to the client, but the client is also actively involved in modeling, suggesting a subjective projection of sales quotas and defining factors that can influence planned sales results. After presenting the theory behind the model, its practical application is demonstrated through the analysis of the Pervivo case study. This case study demonstrated that the dual quantitative-qualitative sales quotas model has usable value in business practice.
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