Guidelines for the Development of Sales Techniques for Organic Butterfly Pea Flower Community Enterprises in Suea Kok Subdistrict Wapi Pathum District Maha Sarakham Province

Abstract

This research consists purposes were 1. to study the development approaches for sales techniques of the community enterprise producing commercial organic butterfly pea flower products in Ban Suea Kok Sub-district Wapi Pathum District Maha Sarakham Province and 2. to develop the sales technique processes of the community enterprise producing commercial organic butterfly pea flower products in Ban Suea Kok Sub-district Wapi Pathum District Maha Sarakham Province. This research employed a mixed-methods approach, integrating both qualitative and quantitative research. The research instruments included questionnaires and interviews. The sample group consisted of 55 individuals, selected as the target group using purposive sampling. The data collected from the questionnaires were analyzed using descriptive statistics, including percentage, mean and standard deviation. The data from the interviews were analyzed using content analysis. The research findings revealed that 1) The development approach for sales techniques of the community enterprise producing commercial organic butterfly pea flower products in Suea Kok Sub-district Wapi Pathum District Maha Sarakham Province was found to be at a high level overall (x̅ = 4.20, S.D. = 0.44) and 2) The development of the sales technique process for the community enterprise producing commercial organic butterfly pea flower products in Suea Kok Sub-district Wapi Pathum District Maha Sarakham Province consisted of the following 2.1) Development through identifying target groups likely to be interested in organic products, participating in trade shows and relevant seminars to meet and build relationships with new customers 2.2) Development through setting criteria for screening suitable customers 2.3) Analyzing customer potential to prioritize meetings by thoroughly studying customer information 2.4) Preparing sales presentations by highlighting product strengths 2.5) Using a friendly, polite, and sincere conversational approach 2.6) Developing by presenting the strengths of organic butterfly pea products, emphasizing health benefits, safety, naturalness, and local support 2.7) Using persuasive techniques such as special promotions or limited-time offers to encourage customer decisions without pressure and 2.8) Building ongoing customer relationships through follow-up calls or emails to inquire about satisfaction and gather suggestions for improving products and services.