Proses Personal Selling pada Penjualan BBM Industri dan Marine PT Pertamina Patra Niaga

ERRIZA A AGUITA, John Suprihanto, Dr., M.I.M,

2020 | Tesis | MAGISTER MANAJEMEN (KAMPUS JAKARTA)

Penelitian ini bertujuan untuk mengidentifikasi faktor-faktor yang menyebabkan personal selling PT Pertamina Patra Niaga belum optimal, menganalisis penyebab faktor-faktor tersebut dapat terjadi sehingga mengakibatkan personal selling PT Pertamina Patra Niaga belum optimal, serta mengevaluasi implementasi personal selling PT Pertamina Patra Niaga, dan menyusun rekomendasi untuk memperbaiki proses personal selling PT Pertamina Patra Niaga dalam meningkatkan kinerja penjualan. Proses personal selling pada penjualan BBM industri dan marine PT Pertamina Patra Niaga dilakukan melalui penelitian deskriptif kualitatif untuk menggali informasi dan mengumpulkan data secara lebih rinci. Hasil penelitian ini menemukan bahwa proses personal selling pada penjualan BBM industri dan marine PT Pertamina Patra Niaga belum berjalan optimal karena salesperson tidak menguasai personal selling, penguasaan product knowledge salesperson terbatas, sebagian besar penjualan dilakukan melalui BUPIUNU, serta tidak adanya supervisi dan evaluasi atas kegiatan personal selling. Faktor tersebut disebabkan oleh proses rekrutmen salesperson tidak standar dalam seleksi setiap calon pekerja, program pelatihan tidak diberikan secara berkala, tidak adanya kompensasi berupa reward atau sejenisnya yang setimpal apabila SR dan KAO berhasil mendapatkan volume dari penjualan kepada pelanggan akhir, parameter pengukuran kinerja SR dan KAO hanya mengukur besaran sales volume niaga BBM. Upaya yang dapat dilakukan PT Pertamina Patra Niaga untuk memperbaiki proses personal selling dalam meningkatkan kinerja penjualan untuk melayani konsumen B2B pengguna BBM industri dan marine adalah pimpinan tertinggi berkomitmen melakukan perbaikan secara top down sampai seluruh jajaran di bawahnya, memperbaiki proses rekrutmen dan penempatan salesperson, memberikan program pelatihan dan supervise kepada salesperson yang dilakukan secara berkala dan berkelanjutan, baik terkait keahlian personal selling, product knowledge, dan hal lain yang dapat meningkatkan kompetensi salesperson, memberikan motivasi kepada SR dan KAO melalui penghargaan atau reward yang setara apabila berhasil mendapatkan konsumen direct, melakukan evaluasi aktivitas salesperson melalui optimalisasi sistem salesforce, penentuan parameter dan bobot KPI yang tepat, melakukan dialog kinerja atas pencapaian KPI antara atasan dengan salesperson.

This study aims to identify the factors that cause personal selling process in PT Pertamina Patra Niaga has not run optimally, analyze the causes of these factors that may result in the personal selling in PT Pertamina Patra Niaga has not run optimally, evaluate the implementation of personal selling in PT Pertamina Patra Niaga, and make recommendations to improve the personal selling at PT Pertamina Patra Niaga in order to improve sales performance. Research on the personal selling process in PT Pertamina Patra Niaga's Industrial and Marine fuel sales was carried out through a qualitative descriptive method to gather information and collect more detailed data from 10 informants related to personal selling in PT Pertamina Patra Niaga. The results of this study found that the process of personal selling in the sales of industrial and marine fuel at PT Pertamina Patra Niaga was not optimal because the salesperson did not apply personal selling at a certain stage, the salesperson's product knowledge was limited, most of the sales were through distributors or BUPIUNU, and there was no supervision and evaluation of personal selling. This factor is caused by the recruitment process of salesperson does not use standard tests and assessments, personal selling and product knowledge training programs are not conducted regularly and continuously for SR and KAO, there is no fair compensation in the form of a reward if SR and KAO succeed in getting sales volume to end customers (direct customers), and the evaluations tools for the SR and KAO only measure the sales volume without differentiate between customer categories, whether they are end customers or through distributors and BUPIUNU. The company should do some improvement for the process of personal selling through a top down commitment, improvement for salespersons recruitment process and placement, salespersons training and supervision programs must be conducted regularly and continuously, both in terms of personal selling skills and also product knowledge, and other things that can increase the competencies of the salesperson, to motivate the SR and KAO through rewards if they succeed in getting direct cutomers, evaluation for the salespersons activities through optimizing salesforce system, determining the right KPI parameters and weights, conducting a performance dialogue on KPI achievement between superiors and salesperson.

Kata Kunci : personal selling, salesperson, konsumen B2B, BBM industri dan marine