Ineffective sales process management: a study of VNTEST Company

Abstract

In the highly competitive context of the B2B market for industrial equipment and instrument, the effectiveness of sales management activities plays a key role in maintaining the competitiveness and sustainability of organizations. The research was conducted at VNTEST Co. Ltd. (a trading company operating in the field of industrial equipment and instrument, serving the fields of coatings, printing inks, steel and color-coated metal), with the objectives of discovering potential problems that are causing significant damage to business operations and proposing appropriate solutions. The research method combines qualitative research and analysis according to the PSO (Problem Solving in Organization) framework, deployed through a literature review, in-depth interviews with stakeholders, along with analysis of VNTEST's internal data. The research results show that “Ineffective Sales Process Management” is the main underlying problem leading to high salesperson turnover rate, and also causes decline in business performance and customer satisfaction in B2B fields. The finding of study clarifies the cause-result relationship between B2B sales process management and turnover behavior in the sales force, even though contributes a new perspective to the field of B2B business management, emphasizing the importance of designing and controlling the sales management system in a scientific and human-centered orientation.