Discussion revolving around the evolution of trade in Krasnodar Territory over the past ten years, as discussed by Yelena Varavina and Yevgeny Korolev
In a recent discussion on KP Radio's "Cornerstone" talk show, Elena Varavina and Yevgeniy Korolev, both veterans of the trade industry, delved into the role, evolution, and future outlook of sales professionals in the retail sector.
Current Role: Today's salespersons are not just product peddlers; they are experts who facilitate customer experiences. They help customers find and buy products, providing personalized advice, and building trust to enhance customer satisfaction and loyalty. Their role has transitioned from transactional to consultative and relationship-based.
Evolution: Over the past few decades, technological advancements, changes in consumer behavior, and market dynamics have significantly shaped the sales profession. The rise of e-commerce and digital tools means salespersons must now integrate online and offline experiences, using data and technology to better understand customer needs. Their role has expanded from simple selling to including digital communication, social selling, and providing tailored solutions.
Future Outlook: Varavina and Korolev emphasized that the future of salespersons in retail lies in hybrid skill sets combining emotional intelligence, technology use, and adaptability. While automation and AI may handle routine tasks, human salespersons will remain essential for complex decision-making, emotional connections, and creating meaningful customer experiences. Continuous learning and embracing new technologies will be critical for sales professionals to thrive.
The discussion also touched upon career growth in the trade sector, new technologies in the industry, and personal insights from Varavina and Korolev. Over the past decade, customer behavior has changed significantly, with customers now thoroughly researching products and willing to travel to find quality goods. The trade industry now sells own imports and production, not just suppliers' goods. The industry has become technically complex, customer-oriented, and flexible.
Furthermore, the trade industry has moved away from the traditional "supermarket" format to a more modern "café" format. This shift is reflective of the industry's transformation, aiming to provide a more personalized and enjoyable shopping experience. Additionally, the industry has moved from cash payments to non-cash payments, online platforms, and mobile applications.
Elena Varavina, the director of the "Tabris" supermarket in Krasnodar, and Yevgeniy Korolev, the territorial director of the "Tabris" supermarket network in Anapa, Sochi, Gelendzhik, and Novorossiysk, shared their experiences and insights, contributing to a comprehensive and informative discussion. The profession of a salesperson has indeed evolved significantly over the past 25 years, and it is expected that in 2025, a salesperson will be an expert who understands the product, builds relationships with customers, and is digitally literate.
- The transformative role of sales professionals in the retail sector extends to the finance industry, as they're expected to navigate the intricacies of digital payments and mobile applications.
- The evolution of sales careers in the retail sector mirrors patterns in other businesses, as the blend of emotional intelligence, technology proficiency, and adaptability are now essential skills for successful careers.
- As the retail sector adapts its business model to mirror a "café" format, the need for skilled salespersons who foster personalized and enjoyable customer experiences becomes increasingly imperative in various industries, not just retail.
