APPLICATION OF CAREER COACHING TECHNOLOGIES FOR THE DEVELOPMENT OF MOTIVATION FOR SUCCESS OF SALES EMPLOYEES

Taking into account the peculiarities of the motivation of employees in the field of trade and the impact on it of the external context in which Ukraine is currently with the beginning of a full-scale invasion and the course of the war, building a system of motivation for staff in general and Career Counseling Centers for sales consultants within the company, in particular, require non-standard approaches and solutions. In the extremely difficult conditions that have developed for all Ukrainians, the algorithms of coaching and psychological support that are implemented within the company make it possible for managers to have a complete picture of the capabilities and strengths of all employees, and for employees signals and signs of long-term care and attention from the company. The article analyzes the specifics of the introduction of career coaching within the company in order to motivate employees in the conditions of war and establishes to what extent this internal service of the HR Service is atypical for most companies. According to the latest trends in the labor market and due to the outflow of population in Ukraine, the focus has shifted towards directly influencing employees who generate income from companies, namely, line-level employees, i.e. sales consultants. It is emphasized that this change in focus is extremely important, since it completely changes the approaches and paradigm of thinking and attitude towards the employee on the part of the company, because the employee is no longer considered in the context of the life cycle of a particular company, but rather the company considers itself as a stage in the career and work path of a particular employee. The article thoroughly analyzes the features of the application of the career coaching program and possible obstacles to the development of this area of activity. During the war, common obstacles are psychological stress in the face of constant alarms and shelling in the country, the consequences of which can be psychological trauma, the turnover of this particular level of personnel, which has always been high, and now only growing; combination of this consulting work with urgent and simultaneous retraining of personnel in the face of a shortage of employees and the requirements of the management to perform KPIs, the impossibility of offline format and personal meetings, etc. Keywords: motivational sphere of personality; motivation for success; socio-psychological factors of motivation for success; professional competences; career coaching.