Säljare och sociala medier : Hur säljare använder sociala medier för kompetensutveckling

Sammanfattning: In this study I have explored the profession sales people and how they use social media. I have also studied their needs for further education and how it can be addressed in social media, in order to learn how a B2B-company that educates in sales training can meet sales people in social media. It’s an empirical study based on individual interviews with a semi-structured interview template. Respondents were of mixed age, both men and women. The theoretical framework consists of a model containing the three elements needed to communicate effectively: opportunity, accessibility and trust. The model was published by authors Anna Katarina Berglund and Pia Boson in 2010. The research problems are based on the theoretical framework: Which attitudes, needs and requirements for further education and inspiration do sales people have and how can they be fulfilled by social media? The results of the study showed, among other things that the theory is truthful and correct. The conclusion is that the needs for further education vary between different sales people, mainly because of age and experience. These needs may at several cases be fulfilled threw social media, especially YouTube. Although when it comes to deeper knowledge, they rather get it threw lectures or coaching mainly, but also threw books.