Sales Techniques of the Silk Weaving Women's Group in Ban Wai Luem, Tambon Maba, Amphoe Thung Khao Luang, Roi Et Province

Abstract

Background and Aims: The economic transformation of the silk market has intensified competition, prompting the Ban Wai Luem Women's Silk Weaving Community Enterprise to focus more on customers to retain its existing customer base and attract new ones. 1) To analyze the current situation regarding the sales techniques of the Ban Wai Luem Women's Silk Weaving Group.2) To study the differences in demographic characteristics and their opinions on the sales techniques of the Ban Wai Luem Women's Silk Weaving Group. 3) To develop the sales techniques of the Ban Wai Luem Women's Silk Weaving Group in Maba Subdistrict, Thung Khao Luang District, Roi Et Province.

Methodology: A mixed-method approach was employed, with data collected from three key informants using interviews as the primary tool. The sample group consisted of 20 producers from the Ban Wai Luem Women's Silk Weaving Group, with questionnaires used as the data collection instrument. The statistical methods used for data analysis included frequency, percentage, mean, standard deviation, and hypothesis testing through mean difference comparison.

Results: 1) Conduct training sessions to study methods for handling objections and effectively explaining responses to customers, leading to successful sales closures.2) Prepare thoroughly by building confidence and ensuring all necessary documents and information are complete, leaving a positive impression of the Ban Wai Luem Women's Silk Weaving Group’s readiness.3) Present products with complete information in a concise and to-the-point manner, ensuring customers clearly understand the key features and uniqueness of Ban Wai Luem silk products.

Conclusion: The Ban Wai Luem Women's Silk Weaving Group excels in creating beautifully crafted and diverse products. With their ability to innovate and adapt sales techniques tailored to loyal customers, their sales strategies have achieved remarkable success.