IMPROVING THE PROCESS OF SALES OF AGRICULTURAL PRODUCTS

Abstract

As technology, market trends and consumer needs have changed, organisations have focused on meeting the needs of their customers in order to achieve good performance. Sales process improvement helps organisations to achieve their objectives, as well as to optimise their performance, by enabling them to focus on analysing and meeting customer needs. It also makes it easier for organisations to adapt to market changes, assess potential risks and protect themselves from failure. The aim of this paper is to: : Identify the sales process of agricultural machinery of UAB Zemtiekimas and identify opportunities for sales improvement. The semi-structured interviews revealed that in order to improve the sales process of agricultural machinery, the company needs to concentrate on developing the sales department, the sales team, focus on marketing and the price of agricultural machinery, discounts and competitions. Also, improving the competence of product managers and sales managers. The results of the survey helped to identify where the company needs to put the most effort in order to improve the filing process. The study involved 10 interviews and respondents. The most effective sales incentives for the company, according to the interviewees, are lower prices for machinery and a wider choice of machinery fleet.