Question
उपभोक्ता टिकाऊ वस्तुओं (Consumer Durables) का व्यापार करने वाली एक कंपनी बढ़ती प्रतिस्पर्धा के कारण विक्रय में कमी का सामना कर रही है। इस बात की समीक्षा कीजिए कि विक्रय प्रदर्शन को बेहतर बनाने के लिए विक्रय बल की प्रेरणा (Sales Force Motivation) तथा मुआवजा योजनाओं (Compensation Plans) को कैसे पुनः डिज़ाइन किया जा सकता है। अपने उत्तर को व्यावहारिक उदाहरणों से समर्थन कीजिए।
Answer :
Word Count : 1392
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उपभोक्ता टिकाऊ वस्तुओं के बाजार में प्रतिस्पर्धा लगातार बढ़ रही है। टेलीविजन, रेफ्रिजरेटर, वॉशिंग मशीन, एयर कंडीशनर, माइक्रोवेव, स्मार्ट उपकरण और अन्य घरेलू उत्पादों में अनेक राष्ट्रीय तथा अंतरराष्ट्रीय कंपनियाँ ग्राहकों को आकर्षित करने के लिए मूल्य, गुणवत्ता, तकनीक, सेवा और प्रचार का सहारा ले रही हैं। ऐसी स्थिति में यदि किसी कंपनी की बिक्री लगातार घट रही है, तो केवल विज्ञापन या मूल्य में कमी करना पर्याप्त नहीं होगा। बिक्री प्रदर्शन में सुधार के लिए विक्रय बल को अधिक प्रेरित, सक्षम और परिणामोन्मुख बनाना तथा ऐसी मुआवजा योजना तैयार करना आवश्यक है जो कर्मचारियों के व्यक्तिगत लक्ष्यों को कंपनी के बिक्री उद्देश्यों से जोड़ सके। सबसे पहले कंपनी को अपनी वर्तमान विक्रय-व्यवस्था का मूल्यांकन करना चाहिए। बिक्री में कमी के पीछे कई कारण हो सकते हैं, जैसे विक्रेताओं में उत्साह की कमी, अत्यधिक बिक्री लक्ष्य, अपर्याप्त प्रशिक्षण, कम वेतन, अस्पष्ट प्रोत्साहन, क्षेत्रीय असमानता, कमजोर नेतृत्व, ग्राहकों की बदलती आवश्यकताओं की जानकारी का अभाव अथवा प्रतिस्पर्धी कंपनियों की बेहतर योजनाएँ। इसलिए केवल यह मान लेना उचित नहीं होगा कि कम बिक्री का कारण विक्रेताओं की कम मेहनत है। प्रत्येक विक्रय क्षेत्र, उत्पाद श्रेणी और विक्रेता के प्रदर्शन का विश्लेषण करके वास्तविक समस्या की पहचान की जानी चाहिए। विक्रय बल की प्रेरणा बढ़ाने के लिए सबसे पहले स्पष्ट और प्राप्त करने योग्य बिक्री लक्ष्य निर्धारित किए जाने चाहिए। यदि किसी विक्रेता को अवास्तविक लक्ष्य दिया जाता है, तो वह प्रारंभ से ही निराश हो सकता है। उदाहरण के लिए, यदि किसी क्षेत्र में पिछले वर्ष औसतन 100 रेफ्रिजरेटर प्रतिमाह बिकते थे, तो अचानक 200 इकाइयों का लक्ष्य निर्धारित करने के बजाय बाजार की क्षमता, प्रतिस्पर्धा और मौसमी मांग को ध्यान में रखते हुए 120–130 इकाइयों का चरणबद्ध लक्ष्य निर्धारित
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