Beyond doubt, that every businessman, leading the company, that works on PVC  window market, is anxious about this question. The creation of effective channels of distribution makes positions of companies very stable and competitive in connections with rather hard competition. The specialists of Marketing Center O.K.H.A. Marketing try to detach the basic criterions of successful sale in this article.

Marketing Center O.K.N.M. Marketing leads the every month analysis of Moscow PVC window market, according to programme of complex analysis of window market. During this work our interviewers are associating with the sales managers more than one hundred companies. This analysis permits to draw a conclusion about professional level of managers, and in some companies this level isn`t high. In consequence of this fact, the profit and share of market is smaller than it could be in the time of right organization of a distribution.

 Our interviewers constantly estimate the seller’s work during the association, and as the potential clients give their own impression about the company in common. Thus we can describe this moment: manager greets the potential client, obtain the window,s size that he wants to put up. Then the manager calculates the order and the association with clients finishes. But, there is not one very important link in this chain, which shows us the qualification of our seller - the professional consultations. Because every client waits a help in solving of problems, which appear in processing of window choose.

Effectiveness of the channels of distribution.
If the potential client does not receive a competent consultations he will call on another companies  where he receives the most professional help.

  The first client`s calling becomes the last, because of an unqualified attitude towards their duties from managers side. And qualification of manager and his attitude to work becomes the reason of non receiving of all money that could be received. From one side, an every member of every company wants to work well and to earn much. Nobody looks for the job to do nothing. If there is not motivation on a success, the Distributions Director ought to operate managers by the system of penalties and encouragements. This situation do not allow to managers work actively.

 How can sales and the company work higher? There are lots of theories in this area: Pareto, Philipp Crosbi, Derming and other respectful authors. No doubt management stuff is acquainted with it, that is why we willn`t retell these theories, and intent on the practice aspects. One of the main rules of sales is create an effective system of sales to the hard control of the few stages permits them to control the situation in common.


The criterions of effectiveness.

The Center`s members estimate the companies by several criterions. Each of them exerts influence upon client`s wish to continue the conversation or, even, to take a decision about the purchase.
  
1. Dialing rapidly and possibility of the quick connection with the manager.
 There are some companies on the window market, which are hard to get through. Most probably they didn`t solve the technical problems, and leadership even doesn`t know about it. Such companies lose the main part of their clients on the beginning stage. Companies spend lot of money for advertising and promotion, but they forget about this important factor. If we compare the costs, that companies spend on advertising with the costs for an additional telephone line, we will see that the second is advantageous for them. According to our information, the 25- 30% of all companies have the constantly busy lines. It hard to get them thought from the first attempt, and some times appears situations when managers switch over our client from one section to another for several times, and he ought to hang on the phone for a long period of time, waiting the answer.

2. Order calculation rapidly.
 The period of calculating are different in different companies: from 5 minutes to 3 hours. It depends on specials calculating programmes, manager`s competence and humane factor. There were the situations when the same manager spent for the calculation from 10 minutes to 3 days. It shows us that there are not the exact regulations of manager`s work. It is necessary to understand, that the giving the very full information about products during the first consultation, raises probability of clients conversion from  probable to concrete group. Clients don`t like to wait, that is why he will call round another companies till that moment, when the most concrete and full information will be received.

3.  Seller qualification.
The competent manager mustn`t be only a seller, but also a consultant, because the qualified consultations are the most factor for the successful sales. Every client always feels whether the manager is competent or not. The aim of every manager is to find out for what does the client need and only then to offer different decisions. It isn`t hard for the manager to ask some additional questions and give some advices according materials and technologies, that permit him to feel more comfortable. For example, if the client`s house is near the highway, it is possible to offer him to put up the glass files with different distance frames. If he lives on the last stage in the multistoried building- to put up the double glass files. And it is necessary to inform the customer about the loader’s work price beforehand, in order that he has the full information about the deal. In that way the manager will show his competence and will be able to win the client`s favour. Our examinations point at, that in most cases there isn`t even any desire to display any initiative and offer the variants, that can solve client`s problems.

4. The prices` transparence.
 Sometimes it is rather hard for clients to clear up the price of the product separately, i.e. the price of construction, windowsills and so on separately. This information is simply kept back in some companies. There were cases the full sum and the separate price were not the same. The order price in parts was cheaper than the first pointed price. You shouldn’t be afraid to explain the price. The client must know from what does the final sum formed? It will help client to understand, that your materials and works are more qualified, and he will not have any problems with PVC windows in future. If the manager doesn’t give the information according to customer’s wishes, the sense of appears, and it scares the customer away, because he begins to think, that managers wants to deceive him. If the manager is open and competent, there is the probability of order, and that it will be repaid and well paid. The client will recommend you for his friends.

These difficulties appear not only because of the managers faults. Often managers wants to know more, but it is complicated to study by one self, to collect and process the information about the window market. First of all leaders of company must test the quality of contacts with clients and take suitable measures. Lot of companies have their own educational centers or trainers is on the stuff, and train constantly not only the new sellers, but the experienced managers too. Client is the squeamish, but very grateful creature. He will pay money, if you have paid more attention to him.