COMPETENCE MODEL AS THE BASIS FOR ENSURING A COMPETENT SALES PERSONNEL IN THE CASE OF KWB COMPANY

Kompetence so skupek znanj, osebnostnih lastnosti, spretnosti in vrednot posameznika, ki mu omogočajo učinkovito opravljanje delovnih nalog in mu določajo želeno vedenje v delovnih situacijah na delovnem mestu. Delimo jih na kompetence posameznika in kompetence organizacije. Vplivajo na delovno učinkovitost posameznika in na uspešnost organizacije v okolju. Kompetence so vpete v sisteme upravljanja človeških virov, s pomočjo katerih organizacija zagotavlja kompetentne zaposlene. Opredelitve želenih vzorcev vedenja oziroma kompetenc v organizaciji vsebuje model kompetenc, ki je sistematičen pristop upravljanja človeških virov v organizaciji, temelječ na poslovni strategiji. Organizacija model kompetenc lahko uporablja za opise zahtevanih pričakovanj na delovnem mestu, kadrovanje novih sodelavcev, usposabljanje in izobraževanje zaposlenih, oblikovanje sistema nagrajevanja, razvoja zaposlenih in načrtovanje kariere zaposlenih ter za upravljanje delovne uspešnosti. Ker se v organizaciji nič ne zgodi brez prodaje, je za organizacijo ključnega pomena, da ima v svojih vrstah uspešno prodajno osebje. Razliko med bolj in manj uspešnim prodajnim osebjem najdemo prav v kompetencah. Bolj uspešen posameznik v prodaji je zmožen s svojim vedenjem in osebnostnimi lastnostmi pridobljena znanja in izkušnje bolje uporabiti pri opravljanju svojih del in nalog. Na podlagi proučevanja kompetenc v prodaji podjetja KWB smo prišli do zaključka, da se boljši od povprečnega prodajalca loči v sposobnostih komuniciranja in navezovanja stikov, v poznavanju izdelkov in storitev, v pogajalskih sposobnostih in prodajnih kompetencah, ter v osebnostnih kompetencah. Dolgoročno uspešnost pa si lahko podjetje zagotovi z zagotavljanjem kompetentnega prodajnega osebja, in sicer z nenehnih razvojem in upravljanjem človeških virov v prodaji.Competencies are a set of skills, personality traits, skills and values of the individual that enable him to effectively carry out his duties and determine the desired behavior in work situations in the workplace. They are divided into competencies of an individual and skills of the organization. They impact on work performance of individuals and the performance of organizations in the area. Competencies are embedded into systems of human resources management, through which the organization provides competent employees. Definitions of desired behavior patterns or competencies in the organization contains a competency model, which is a systematic approach to human resources management in the organization based on business strategy. The organization competency model can be used to convey the required expectations in the workplace, recruitment of new employees, training and education of employees, designing the remuneration system, employee development and career planning for employees and management work performance. Since in the organization nothing happens without a sale, it is crucial for the organization to have in its ranks a successful sales staff. The difference between more and less successful sales teams can be found in the competences. The more successful individual is able to sell his behavior and personal characteristics, acquired knowledge and experience to better use in carrying out his work and duties. Based on a review of competencies in sales of KWB company, we came to the conclusion, that what more successful salesman differs from average salesman is communication skills and grooming, knowing products and services, negotiation skills and sales competencies, as well as personal competences. The long-term success of the company can be ensured by providing competent sales staff and with continuous development and management of human resources in sales