1.

Recruitment & Selection

● Nếu 3 steps: p.318

● Nếu 5 steps: p.190

1. Preparation of the job description and personnel specification.
2. Identification of sources of recruitment and methods of communication.
3. Designing an effective application form and preparing a shortlist.
4. Interviewing.
5. Supplementary selection aids – psychological tests, role playing.

● Recruitment process chart

Problems trong quá trình tuyển dụng

Challenges Problems Solutions Examples

High Talent Rising salaries and - View salaries as Compare the $250K
Acquisition Costs wasted expenses on part of the overall cost of a Salesforce
job postings attract Salesforce Developer and Admin
under-qualified investment by with the revenue
candidates and result highlighting ROI.- potential of an
in costly bad hires. Use targeted job ads efficiently managed
for more qualified Salesforce system to
leads.- Build referral show the value of
programs to reduce investment.
recruitment costs.

Lack of Qualified Candidates - Use specialized Partner with a

Candidates exaggerate skills, lack recruiters or tools to recruitment agency
depth of experience, headhunt passive that specializes in
or lack verified candidates.- Salesforce roles to
success records. Implement technical reach candidates
screenings to verify who aren’t actively
skills.- Conduct job-hunting.
behavior-based
interviews to assess
experience.-
Maintain a passive
candidate pipeline
for future openings.

Negative Impact of Bad hires - Assign technical Create a team

Bad Hires misrepresent skills, experts for initial alignment exercise
leave prematurely, or candidate screening.- where hiring
disrupt the team, Recognize and managers and team
leading to low reward team leads collaboratively
morale, missed members who take identify the ideal
deadlines, and higher on extra workloads.- traits and technical
turnover. Clearly define the skills needed for the
ideal candidate role before
profile and align interviewing
hiring processes candidates.
accordingly.

Long Hiring Process Top candidates - Streamline the Implement a

accept other offers process with a fast-tracked
due to lengthy hiring maximum of 3–4 Salesforce Leader
procedures. interviews.- Ensure recruitment process
hiring managers and where candidates
decision-makers are meet all stakeholders
available to act within two weeks,
 quickly.- Use with decisions
pre-scheduled finalized within 48
interview slots to hours of the last
avoid delays. interview.

Lack of Continuity in Recruitment starts - Develop a proactive Maintain a

Recruitment from scratch every hiring strategy with Salesforce-specific
Processes time due to no an ongoing talent candidate database
passive candidate pipeline.- Use CRM and regularly engage
pipeline or tools to track with potential hires
predictable system in potential to ensure a warm
place. candidates.- Partner network for future
with external openings.
recruiters or
agencies for
specialized roles.

2. Training

● Role và tầm quan trọng của sales training: p 346-347

● Sales training process: p348
● Benefits of training: p226
● Training methods: p230
● Sales training for different kinds of buyers: p354

Những problems trong quá trình training

+ Lack of Employee Engagement in Training: A significant challenge faced by

many organizations is the lack of employee engagement during training sessions.
This often stems from irrelevant training content that does not address
employees' day-to-day challenges or specific roles, leading them to perceive the
sessions as a waste of time. Furthermore, monotonous training methods, such as
lecture-based sessions or excessive focus on theory, fail to capture interest and
keep participants engaged. Employees who feel forced to attend without
 understanding the personal or professional benefits of the program may view the
training as an obligation rather than an opportunity, resulting in low
participation and enthusiasm.
+ Scheduling Conflicts: Training sessions are frequently scheduled during peak
work hours, causing employees to face a conflict between completing urgent
tasks and attending the program. This dual pressure often leads to divided
attention, with employees prioritizing their immediate job responsibilities over
training. In many cases, a lack of collaboration with managers to coordinate
convenient training schedules exacerbates the issue. Additionally, organizations
may fail to offer flexible training options, such as on-demand modules or
alternative session timings, which could accommodate diverse employee
workloads and responsibilities.
+ Insufficient Managerial Support: The success of any training initiative heavily
depends on managerial support, which is often lacking. Managers may view
training as a distraction from core work activities and fail to prioritize it within
their teams. This attitude can trickle down to employees, reducing their
willingness to participate. Additionally, if the objectives of the training program
are not aligned with the company’s overall goals, managers may not recognize its
value or promote it effectively to their teams. Poor communication from
managers about the relevance of the training further contributes to employee
disinterest and disengagement.
+ Poor Training Program Design: Many training programs fail to deliver value due
to ineffective design. Generic, one-size-fits-all content often overlooks the
specific needs of the organization or industry, leaving employees feeling that the
material is not applicable to their roles. Furthermore, outdated training methods
that rely solely on passive learning, such as lectures or slide presentations, fail to
cater to modern, experiential learning preferences. Training programs that lack
practical application or real-world scenarios also struggle to equip employees
with the skills they need to address actual challenges, making the sessions feel
disconnected from their work.
+ Low Return on Investment (ROI): Organizations frequently struggle to achieve
tangible results from their training programs. This is often due to the absence of
measurable goals and metrics to assess the program's effectiveness. Without a
clear connection between training initiatives and business outcomes—such as
increased productivity, customer satisfaction, or employee retention—companies
find it difficult to justify the resources spent. Additionally, inadequate follow-up
actions, such as refresher sessions or tracking the application of skills, can lead
to a quick loss of knowledge, further reducing the ROI.
+ Resistance to Change: Employees may resist training programs that introduce
new processes, tools, or workflows, especially if they are already comfortable
with the existing systems. This resistance is often due to fear of additional
workload, uncertainty about expectations after the training, or skepticism about
the benefits of the new approach. Moreover, when employees are not involved in
 the design or planning of the training program, they may feel alienated, leading
to a lack of ownership and commitment. This results in minimal implementation
of the skills learned during training.
+ Budget Constraints: Limited financial resources can be a major hurdle when
establishing a training program. Organizations under budget constraints may opt
for low-cost solutions, such as generic training content or inexperienced
trainers, which fail to address the unique needs of the workforce. Furthermore,
companies may underestimate the long-term benefits of investing in
comprehensive training programs, leading to insufficient funding. A focus on
cost-cutting rather than value creation can compromise the quality and impact
of the training, ultimately affecting employee performance and satisfaction.
+ Lack of Qualified Trainers: The success of a training program is heavily
dependent on the trainers’ expertise. A common issue arises when trainers lack
sufficient knowledge of the subject matter or the skills to engage participants
effectively. External trainers, while knowledgeable, may not fully understand the
company’s culture, processes, or specific challenges, leading to a disconnect
between the training content and organizational needs. On the other hand,
internal trainers may struggle to find the time or resources to develop impactful
training materials while balancing their regular responsibilities.
+ Insufficient Follow-Up and Reinforcement: One of the most common pitfalls of
training programs is the lack of follow-up to reinforce learning. Without
reinforcement activities—such as refresher courses, feedback sessions, or
on-the-job practice—employees are likely to forget the material quickly.
Managers who fail to encourage employees to apply their new skills further
diminish the impact of the training. This lack of accountability and ongoing
support undermines the long-term retention of knowledge and skills.
+ Overloading Employees with Information: Training programs that attempt to
cover too much material in a short period often overwhelm participants.
Employees may struggle to retain key concepts when sessions are overly dense
or unstructured. Additionally, programs that do not accommodate different
learning styles or provide sufficient breaks can lead to information fatigue.
Overloading employees with information reduces their ability to apply what
they’ve learned effectively, resulting in wasted training efforts.
 Ideal Training Program

Step Action Timeline

1. Assess - Conduct surveys/interviews with sales staff and managers: Use Week 1 -
open-ended and structured questions to identify skill gaps and challenges.
Sales Week 2

Training - Analyze performance data: Review sales reports, conversion rates, and
customer feedback to pinpoint underperforming areas.
Needs
- Gather customer feedback: Use post-purchase surveys, NPS scores, and
customer satisfaction reports to identify areas for improvement in sales
techniques.

- Research industry trends: Study competitor sales strategies and industry

best practices to keep the training aligned with current market demands.

2. Set - Define specific skills to improve: List key areas such as negotiation, Week 2 -
product knowledge, closing techniques, and handling objections.
Training Week 3

Objectives - Set measurable performance metrics: Identify KPIs like sales conversion
rates, customer retention, and average deal size to track improvements.

- Define behavioral and cultural alignment goals: Focus on enhancing soft

skills like empathy, active listening, and customer engagement, aligned with
the company’s values.

- Set short-term and long-term objectives: Create objectives that can be

achieved in both the short-term (e.g., improved closing rate) and long-term
(e.g., deeper customer relationships).

3. Evaluate - Assess internal vs. external trainers: Determine if in-house experts can Week 3
deliver the training or if external consultants/trainers are needed for
Training
specialized knowledge.
Alternatives
- Decide on in-person, online, or hybrid training: Consider the resources
available, the size of the sales team, and location. Hybrid models may
provide flexibility.

- Evaluate self-paced vs. group training: Self-paced learning is flexible,

while group training fosters collaboration. Consider blending both methods.

 - Choose training tools and resources: Select tools such as LMS (Learning

Management System) for tracking progress, interactive videos, quizzes, and

other digital resources for a more engaging experience.

4. Design - Develop training content: Create detailed training modules that focus on Week 4 -
the objectives defined earlier. Use a blend of written materials, videos,
Sales Week 5
quizzes, and case studies.
Training
- Structure sessions into digestible segments: Plan each session to last
Program between 1 to 2 hours, focusing on specific topics like objection handling or
closing sales. Each session should build on the previous one.

- Create training materials and session agendas: Design workbooks, slides,

role-playing scripts, and real-world scenarios that align with the training
objectives.

- Select and brief trainers: Choose trainers who are experienced and
engaging, then prepare them with session agendas and content. Ensure
they understand the objectives and how to deliver the program effectively.

5. Perform - Deliver training using interactive methods: Use role-playing, live Week 6 -
scenarios, group discussions, and hands-on practice to engage learners
Sales Week 8
actively.
Training
- Incorporate real-world scenarios: Use examples from your business,
customer feedback, and sales challenges to make the learning experience
relatable.

- Integrate technology and tools for engagement: Utilize gamification,

quizzes, live feedback, and virtual sales simulations to keep participants
engaged.

- Encourage immediate application of skills: Have participants practice

newly learned skills in real-time during the training, such as making sales
calls or handling objections in role plays.

- Provide live coaching: Offer real-time feedback during training sessions,

focusing on areas where employees can improve.
6. Conduct - Collect participant feedback: Use surveys, interviews, and group Week 9 -
discussions to understand the effectiveness of the training. Ask for
Follow-Up Week 10
suggestions on improvements.
and
- Administer post-training assessments: Conduct tests, quizzes, or practical
Evaluation assessments to measure how much the team has learned and retained.

- Monitor behavior change and sales performance: Track sales metrics such
as conversion rates and customer feedback to see if there is improvement.

- Offer ongoing support: Provide additional resources like refresher

courses, mentorship, or peer learning groups to reinforce learning.

- Measure ROI: Track performance before and after the training to assess
whether key metrics (sales volume, conversion rates) have improved and
calculate ROI for the program.

- Implement continuous learning opportunities: Create a culture of learning

by offering ongoing training, leadership development, and access to
industry webinars or conferences.

Những training program hay của brand nào đó

To ensure the training program effectively helps the sales staff achieve company
KPIs, focus on the following key actions:

1. Align Training with KPIs: Design training objectives that directly support the
sales KPIs, such as increasing conversion rates or improving customer
satisfaction. Ensure the content is practical and job-relevant.
2. Measure Pre- and Post-Performance: Track sales performance before and after
training using specific metrics (e.g., conversion rate, sales volume). This will help
measure the direct impact of the training.
3. Continuous Feedback and Iteration: Collect feedback from both participants and
managers to identify areas for improvement. Make adjustments to the training
program based on this feedback.
4. On-the-Job Coaching: After training, provide ongoing support through coaching
and mentoring to ensure the skills are applied effectively in real-world situations.
5. Follow-Up and Reinforcement: Offer refresher courses and peer learning to
reinforce key concepts, ensuring that the knowledge is retained and continually
applied.

By aligning training with business goals, measuring results, and providing continuous
support, you can ensure the sales staff are equipped to meet their KPIs effectively.

3. Motivation & Rewards

● Motivation factors: p.217
● Types of salesforce rewards: p.392
- những khó khăn khiến một sales staff mất động lực
Difficulties Salespeople Face That Affect Motivation
 Challenges Explanation Expectations to Solve the Problem

Unrealistic Sales Targets Goals are set too high without Adjust sales targets to be more
considering market conditions or achievable and aligned with market
resources available. reality. Provide clear guidance and
support to meet objectives.

Lack of Recognition Hard work goes unnoticed, leading to Implement reward systems such as
a sense of undervaluation. incentives, bonuses, or public
recognition for achievements.

Inadequate Training or Insufficient product knowledge, lack Provide regular training sessions,
Resources of tools, or poor understanding of access to sales tools, and up-to-date
customer needs makes sales difficult. product information.

Rejection and Burnout Frequent rejection and high-pressure Offer mental health support,
environments can lead to emotional encourage time off, and create a
fatigue. positive team environment to reduce
stress.

Ineffective Leadership Lack of clear direction, inconsistent Encourage open communication, set
communication, or poor support clear expectations, and provide
from managers demotivates consistent feedback and support.
salespeople.

Unfair Compensation Compensation plans that do not Ensure compensation plans are fair,
Structure reflect effort, or a lack of transparent, and aligned with
transparency in commissions, can performance.
cause dissatisfaction.

Limited Career Growth A lack of pathways for promotion or Provide clear career development
Opportunities professional growth can lead to plans, mentoring, and opportunities
disengagement. for advancement.

Solutions by Sales Managers to Address Motivation Problems

Solutions Actions Expected Outcomes

Set Realistic and Clear Use historical data and market Salespeople feel confident and
Goals insights to set achievable targets. motivated to achieve targets, reducing
Involve the sales team in goal-setting frustration and burnout.
to increase buy-in.

Create a Reward and Implement a mix of monetary and Boosts morale and fosters a sense of
Recognition Program non-monetary rewards, such as appreciation, leading to higher
bonuses, trips, “Employee of the motivation and loyalty.
 Month” awards, or public
acknowledgment in team meetings.

Provide Ongoing Training Organize workshops, provide access Salespeople feel equipped and
and Development to online learning platforms, and host confident to handle challenges,
role-playing sessions to sharpen resulting in improved performance.
skills.

Foster a Positive Team Encourage collaboration, celebrate Reduces stress, enhances

Environment team successes, and organize camaraderie, and creates a supportive
team-building activities. work culture.

Offer Transparent and Fair Clearly explain the commission Builds trust and reduces
Compensation structure and ensure it is competitive dissatisfaction related to perceived
within the industry. Conduct periodic unfairness.
reviews to align pay with market
trends.

Be Accessible and Maintain an open-door policy for Strengthens manager-employee

Supportive addressing concerns, offer relationships and creates an
mentorship, and provide actionable environment where salespeople feel
feedback. supported and heard.

Promote Work-Life Balance Encourage time off, set realistic work Helps prevent burnout and keeps
Monitor and Reduce Stress hours, and provide flexibility in salespeople energized and focused.
Levels remote or hybrid work options. Leads to healthier, more engaged, and
Provide resources for stress more productive employees.
management, such as counseling,
relaxation programs, or fitness
memberships.

Create Career Development Develop structured promotion Encourages long-term commitment

Pathways opportunities, offer mentorship and a sense of purpose among team
programs, and provide resources for members.
skill enhancement.

Communicate Regularly Share company goals, strategies, and Keeps salespeople aligned with
and Transparently individual performance metrics organizational goals, reducing
through one-on-one meetings or confusion and enhancing motivation.
team updates.
 4. Evaluating the performance of salespeople
● Purpose of salesperson performance: p438
● Evaluation performance: p444

Why to have these activities?

Purpose: The basic objective of salesperson performance evaluations is to
determine how well individual salespeople have performed (in order to meet the KPI
objectives). Moreover, the results of salesperson performance evaluations can be used
for many sales management purposes:
● To ensure that compensation and other reward disbursements are consistent
with actual salesperson performance.
● To identify salespeople who might be promoted.
● To identify salespeople whose employment should be terminated and to supply
evidence to support the need for termination.
● To determine the specific training and counseling needs of individual salespeople
and the overall salesforce.
● To provide information for effective human resource planning.
● To identify criteria that can be used to recruit and select salespeople in the
future.
● To advise salespeople of work expectations.
● To motivate salespeople.
● To help salespeople set career goals.
● To relate salesperson performance to sales organization goals.
● To enhance communications between salesperson and sales manager.
● To improve salesperson performance.
→ These diverse purposes affect all aspects of the performance evaluation process. (việc
đánh giá đo lường hoạt động của đội ngũ sales ảnh hưởng đến toàn bộ quá trình tiến
hành 1 cái sales plan, do nhân viên sẽ tham gia vào toàn bộ mà)

Approach (Cách tiếp cận)

Criteria for Performance Evaluation
The typical salesperson job is multidimensional. Salespeople normally sell multiple
products to diverse customers and perform a variety of selling and non selling activities.

Có hai loại chỉ tiêu đo lường chính: (dựa trên hành vi và dựa trên kết quả)
A comprehensive evaluation of salesperson performance should incorporate criteria
from these dimensions. Sales organizations using a behavior-based perspective would
focus on behavioral and professional development criteria, whereas those using an
outcome-based perspective would emphasize results and profitability criteria.
 1. Behavior-based perspective
Behavior
(Trong chỉ tiêu behaviour thì có các tiêu chí bé hơn dựa trên Call và Ancillary
activities - hoạt động bổ trợ)
The behavioral dimension consists of criteria related to activities performed by
individual salespeople. The emphasis is on evaluating exactly what each
salesperson does. These behavioral criteria should not only address activities
related to short-term sales generation but should also include non-selling
activities needed to ensure long-term customer satisfaction and to provide
necessary information to the sales organization.
Dưới này sẽ là định nghĩa 2 tiêu chí to là Call và Ancillary activities (nó là gì và
lợi ích chính của 2 cái đó)
CALLS: refer to the various interactions between a salesperson and their customers or
prospects, typically for relationship building, product promotion, or closing sales deals.
Calls are a critical metric for evaluating salesforce performance as they measure both
the effort and effectiveness of the salesperson in engaging with customers.
- Một số chỉ tiêu cụ thể hơn của “Call” (bên trái)
- Role of “Calls” (Vai trò trong việc đo lường hoạt động)
● Effort Tracking: Calls serve as a measurable indicator of sales
activity and effort.
● Customer Engagement: Regular calls help maintain relationships
and keep the customer engaged with the business.
● Sales Funnel Management: Calls are integral to moving
prospects through the sales funnel and converting leads into
customers.
● Feedback Mechanism: Calls allow direct communication with
customers to gather insights and feedback.
Cái dưới này là kĩ hơn từng tiêu chí nhỏ trong call thì sẽ nhằm mục đích gì
Criteria Purpose Advantages Example

Number of customer Measures effort in - Ensures consistent effort and activity Tracking a salesperson
calls reaching levels across the salesforce. making 50 calls per week
customers. - Provides clear benchmarks for to engage potential clients.
performance evaluation.
- Identifies underperforming
salespeople for targeted training or
support.
Number of calls per Assesses - Helps maintain steady productivity Monitoring daily calls
day/period productivity over a and avoids slumps in activity. during a product launch to
specific timeframe. - Allows comparison across maintain momentum.
salespeople to identify top performers
or areas for improvement.
- Tracks adherence to daily/weekly
targets, ensuring balanced workloads.

Number of planned Evaluates - Focuses efforts on high-priority Aiming for 20 planned calls
calls preparation and customers or prospects, improving with key accounts to
strategic approach ROI. introduce a new product.
to customer - Demonstrates strategic planning and
engagement. prioritization skills of salespeople.
- Reduces wasted time on low-value or
unqualified leads.

Number of calls per Tracks focused - Ensures adequate attention is given Ensuring each VIP
account attention on to each account, reducing the risk of customer gets at least
individual neglect. three calls per month.
accounts. - Helps optimize account management
and maximize opportunities within
each account.
- Balances efforts between acquiring
new clients and retaining existing
ones.

Call frequency ratio Measures - Aligns sales activities with Comparing call frequency
frequency of calls organizational goals and market for premium versus budget
across product segmentation strategies. products to identify focus
classes. - Ensures sufficient coverage across areas.
key customer groups, avoiding over
serving or undeserving any segment.

Average time spent per Assesses depth of - Balances call quality and quantity by Tracking that calls with key
call interaction with avoiding rushed or overly lengthy calls. accounts average 30
customers. - Improves customer satisfaction by minutes for
ensuring calls are meaningful and relationship-building.
efficient.
- Provides a benchmark for optimal call
durations.

Number of unplanned Evaluates flexibility - Monitors the responsiveness and Responding to an

calls and responsiveness adaptability of the salesforce. unexpected lead by making
to unexpected - Avoids excessive unplanned calls, five unplanned calls in a
customer needs. which may indicate poor planning or week.
reactive sales approaches.
- Ensures that unplanned calls are
strategically aligned with customer
needs.

Planned-to-unplanned Balances proactive - Helps identify whether the salesforce Aiming for a 3:1
call ratio planning with is adequately prepared and proactive. planned-to-unplanned call
adaptability to - Encourages strategic planning rather ratio during a new product
spontaneous than relying on reactive efforts. campaign.
opportunities. - Improves time management and
prioritization of sales activities.
Ancillary activities are the supplementary tasks that salespeople perform in addition to
their primary selling responsibilities. These activities don't directly result in immediate
sales but are essential to ensuring long-term customer satisfaction, effective sales
processes, and overall business success. They often involve administrative,
service-oriented, and strategic tasks that support the sales function.

Roles
● Customer Retention: Ensuring a positive customer experience through service
calls, complaint resolution, and follow-ups.
● Operational Efficiency: Supporting internal processes by completing reports,
attending training, and maintaining accurate records.
● Brand and Relationship Building: Strengthening partnerships and the company’s
reputation through meetings and well-executed promotional efforts.
● Long-term Impact: These activities enhance customer satisfaction and loyalty,
contributing to sustainable growth beyond immediate sales.
Professional Development

Another dimension of considerable importance in evaluating the performance of

individual salespeople relates to professional development. Professional development
criteria assess improvements in certain characteristics of salespeople that are related to
successful performance in the sales job.
 Criteria Advantages Example

Communication - Enhances clarity in conveying ideas. A salesperson adeptly explains

skills - Builds trust and rapport with clients. the benefits of a product during a
- Reduces misunderstandings in sales customer meeting, addressing
discussions. queries confidently and closing
the deal.

Product - Demonstrates expertise, fostering customer A representative uses detailed

knowledge trust. knowledge of a product’s features
- Enhances ability to handle objections to recommend tailored solutions,
effectively. leading to higher customer
- Increases confidence in presenting solutions. satisfaction.

Attitude - Positively impacts team morale. A salesperson maintains a

- Encourages perseverance in challenging sales positive attitude during a tough
situations. quarter, inspiring colleagues and
- Influences customer perception of the maintaining productivity.
company.
Selling skills - Improves deal conversion rates. A salesperson uses consultative
- Helps adapt sales techniques to different selling techniques to uncover a
customer profiles. customer’s pain points and
- Enhances negotiation effectiveness. successfully offers a solution.

Initiative and - Drives proactive sales activities. A representative identifies an

aggressiveness - Helps identify and pursue new leads. untapped market segment and
- Keeps sales momentum high. develops a strategy to target it,
resulting in increased sales.

Appearance and - Creates a professional first impression. A salesperson dresses

manner - Builds credibility and respect. appropriately for a high-level
- Enhances overall customer experience. client meeting, aligning their
mannerisms to the customer’s
preferences.

Knowledge of - Strengthens competitive positioning. A salesperson analyzes a

competition - Enhances ability to highlight unique selling competitor’s new product launch
points (USPs). and adjusts their pitch to
- Facilitates strategic planning. highlight their own product’s
superior features.

Team player - Encourages collaboration and knowledge A salesperson helps a colleague

sharing. refine their sales pitch, improving
- Improves team productivity. the team's overall win rate.
- Builds a supportive sales culture.

Enthusiasm - Inspires customer interest and engagement. A salesperson's enthusiastic

- Builds a positive reputation for the brand. product demo captivates
- Enhances team energy. potential clients, increasing their
likelihood of making a purchase.

Time - Maximizes productivity. A representative uses scheduling

management - Ensures timely follow-ups with clients. software to allocate time for
- Helps balance multiple priorities effectively. prospecting, client meetings, and
administrative tasks, increasing
overall efficiency.

Judgment - Aids in making informed decisions. A salesperson advises a client to

- Reduces risk in critical sales scenarios. delay purchasing until a new
- Builds customer trust through reliable advice. product launch better meets their
needs, strengthening the
relationship.

Cooperation - Strengthens interdepartmental collaboration. A salesperson works with

- Improves project execution. marketing to create tailored
- Fosters a cohesive work environment. campaigns for a specific
customer segment.
 Motivation - Encourages consistent effort toward targets. A motivated representative
- Boosts resilience in the face of setbacks. exceeds their quarterly targets by
- Promotes self-driven learning and persistently following up with
improvement. leads.

Ethical/moral - Builds long-term customer trust. A salesperson refuses to

behavior - Enhances the company’s reputation. exaggerate product capabilities to
- Reduces legal and compliance risks. close a deal, maintaining honesty
in customer interactions.

Planning ability - Ensures organized and efficient workflows. A salesperson creates a monthly
- Improves forecasting accuracy. action plan outlining specific
- Enhances strategic decision-making. targets and strategies for
achieving them.

Pricing - Improves negotiation outcomes. A salesperson confidently

knowledge - Enhances customer confidence in pricing explains the pricing structure,
discussions. addressing customer concerns
- Maximizes profit margins. about perceived costs.

Report - Provides data for performance tracking. A representative submits detailed

preparation and - Improves transparency and accountability. weekly reports, enabling the
submission - Facilitates strategic adjustments. manager to identify trends and
refine strategies.

Creativity - Helps develop innovative solutions. A salesperson creates a

- Engages customers through unique personalized video pitch to
approaches. engage a key client, leaving a
- Enhances differentiation from competitors. lasting impression.

Punctuality - Demonstrates professionalism. A representative arrives on time

- Builds trust with clients and colleagues. for every client meeting, earning
- Ensures meetings and deadlines are their respect and reinforcing
respected. reliability.

Resourcefulness - Solves problems efficiently. A salesperson quickly sources an

- Enhances adaptability to unexpected alternative product for a
challenges. customer when the original
- Improves client satisfaction. request is out of stock.

Results Criteria

Result criteria are measurable outcomes used to evaluate a salesperson’s performance.

They focus on tangible achievements and provide a basis for determining how well a
salesperson contributes to organizational goals. These criteria are often directly tied to
sales metrics, profitability, and market share.

Roles
 ● Objective Evaluation: Result criteria provide quantifiable measures, such as total
sales revenue or market share, to evaluate performance objectively.
● Goal Alignment: They help ensure that individual sales performance aligns with
organizational objectives.
● Motivation and Accountability: By setting clear performance expectations,
result criteria encourage salespeople to strive toward achieving specific goals.
● Resource Allocation: Result-based evaluations help managers identify
high-performing territories or salespeople, guiding resource distribution and
support.

Profitability

Profitability refers to the ability of a business to generate financial gains after

accounting for all expenses. In the context of sales performance, profitability examines
the financial contribution of sales activities, not just in terms of revenue but also
considering gross and net profit margins.

Roles
● Balances Revenue and Financial Health: Ensures sales activities contribute to
the company's profitability, not just revenue growth.
● Promotes Strategic Selling: Encourages selling high-margin products and
maintaining better pricing in negotiations.
● Controls Costs: Incentivizes efficient management of travel and entertainment
expenses to improve net profit.
● Enhances Fairness: Differentiates salespeople based on financial contribution,
not just sales volume.
● Supports Long-Term Growth: Discourages unsustainable, volume-driven
strategies, focusing on profitability instead.
● Optimizes Resource Allocation: Aligns salesforce efforts with the company’s
financial priorities, especially in slow-growth markets.