Question
स्पैंको बिक्री प्रक्रिया (SPANCO Sales Process) की व्याख्या कीजिए।
Answer :
Word Count : 1532
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स्पैंको बिक्री प्रक्रिया (SPANCO Sales Process) खुदरा विपणन में संभावित ग्राहक को पहचानने से लेकर उसे वास्तविक ग्राहक बनाने तथा बिक्री के बाद संबंध बनाए रखने तक की एक व्यवस्थित प्रक्रिया है। SPANCO शब्द बिक्री प्रक्रिया के छह प्रमुख चरणों के प्रथम अक्षरों से बना है—Suspect, Prospect, Approach, Negotiation, Closing और Order। यह प्रक्रिया विक्रेता को बिक्री गतिविधियों को क्रमबद्ध और प्रभावी ढंग से संचालित करने में सहायता करती है। खुदरा विपणन में इसका विशेष महत्व है, क्योंकि यहाँ ग्राहक की आवश्यकता, व्यवहार, पसंद, बजट और खरीद निर्णय को समझकर उसे खरीद के लिए प्रेरित करना आवश्यक होता है। SPANCO मॉडल बिक्रीकर्मी को यह समझने में भी सहायता करता है कि कोई व्यक्ति केवल संभावित ग्राहक है या वास्तविक खरीद के लिए तैयार ग्राहक। पहला चरण Suspect अर्थात् संभावित ग्राहक की पहचान करना है। इस चरण में ऐसे व्यक्तियों या संस्थाओं की पहचान की जाती है जिनके बारे में यह संभावना हो कि वे किसी उत्पाद या सेवा को खरीद सकते हैं। Suspect अभी निश्चित ग्राहक नहीं होता, बल्कि उसकी पहचान केवल संभावित खरीदार के रूप में की जाती है। उदाहरण के लिए, किसी इलेक्ट्रॉनिक्स स्टोर में नए स्मार्टफोन की तलाश करने वाला व्यक्ति एक Suspect हो सकता है। इसी प्रकार किसी फर्नीचर शोरूम में प्रवेश करने वाला व्यक्ति भी संभावित ग्राहक माना जा सकता है। खुदरा विक्रेता विभिन्न माध्यमों जैसे बाजार सर्वेक्षण, ग्राहक डेटाबेस, सोशल मीडिया, वेबसाइट विजिट, विज्ञापन प्रतिक्रिया, रेफरल और स्टोर में आने वाले ग्राहकों के माध्यम से Suspects की पहचान कर सकते हैं। इस चरण में लक्ष्य अधिक से अधिक संभावित ग्राहकों की पहचान करना होता है। दूसरा चरण Prospect अर्थात् योग्य संभावित ग्राहक की पहचान करना है। प्रत्येक Suspect वास्तविक ग्राहक नहीं बन सकता। इसलिए विक्रेता को यह निर्धारित करना होता है कि संभावित व्यक्ति के पास उत्पाद खरीदने की आवश्यकता, रुचि, भुगतान करने की क्षमता और खरीदने का अधिकार या निर्णय लेने की क्षमता है या नहीं। जब कोई Suspect इन आवश्यक मानदंडों को पूरा करता है तो वह Prospect बन जाता है। उदाहरण के लिए, यदि कोई व्यक्ति केवल स्मार्टफोन देखने आया है लेकिन उसके पास खरीदने का कोई इरादा या बजट नहीं है, तो
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