Enhancing the Working Capability of Sales Department Staff at the Hanoi Branch of Vietnam Post Express Joint Stock Corporation

Sales staff are the frontline that generates revenue and retains customers in express delivery firms, yet in many traditional postal operators their capabilities have not kept pace with intensifying market competition. This paper examines the working capability of sales department staff at the Hanoi Branch of Vietnam Post Express Joint Stock Corporation (EMS Hanoi Branch) across three components of knowledge, skills and attitude, combining corporate secondary data for 2023–2025 with a survey and interviews at the branch. The findings show solid product knowledge and a strong sense of responsibility, but weaknesses in solution selling to e-commerce clients, customer data analysis, proactive after-sales care and adaptation to digital tools. These gaps stem from the absence of a dedicated competency framework for sales positions, training that focuses on policy dissemination, and appraisal and reward mechanisms loosely tied to individual results. The paper proposes six groups of solutions: a tiered competency framework; a redesigned, pathway-based training programme; KPI-linked pay, bonus and promotion; digital sales tools; coaching and knowledge-sharing mechanisms; and an improved working environment and learning culture, sequenced into a priority roadmap for 2026–2028.