The purpose of the diploma work was to determine the characteristics of the sales advisers, what knowledge or competencies the sales advisers should have and what is the opinion of customers about sales advisers. The diploma work can provide sales counselors with information on the necessary skills to improve the sales and satisfaction of the entities in the sale process. The theoretical part of the diploma work describes and present the terms: sales, buyer, producer, interpersonal relationship and emotional intelligence. The difference between the sales consultant and the customer is described and presented. As a method of research work, a survey was used. Two surveys were conducted. The first survey questionnaire was intended for sales consultants, while the second questionnaire was provided to clients in the fashion clothing store. The first part of the two survey questionnaires is intended to obtain personal data of respondents (gender, age, place of residence, education, employment status). The second part of the survey questionnaire for sales advisers is aimed at collecting data to record the necessary skills and competencies that a sales adviser needs when working with a client. The second part of the survey questionnaire for clients is devoted to questions which will help to determine the characteristics of customer shopping and their relationship with the sales advisor. Based on the results of the surveys, we can conclude that the sales advisor needs a lot of skills that they are connected with each other and can be classified into the field of emotional and social communication skills in addition to their knowledge and professionalism.
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