[1]Sales Incentives
The enthusiasm and drive required in most types of sales work demand that sales employees be highly motivated. This fact, as well as the competitive nature of selling, explains why financial incentives for salespeople are widely used. These incentive plans must provide a source of motivation that will elicit cooperation and trust. Motivation is particularly important for employees away from the office who cannot be supervised closely and who, as a result, must exercise a high degree of self-discipline.
Unique Needs of Sales Incentive Plans
Incentive systems for salespeople are complicated by the wide differences in the types of sales jobs. These range from department store clerks who ring up customer purchases to industrial salespeople from McGraw-Edison who provide consultation and other highly technical services. Salespeople's performance may be measured by the dollar volume of their sales and by their ability to establish new accounts. Other measures are the ability to promote new products or services and to provide various forms of customer service and assistance that do not produce immediate sales revenues.
[1]銷售人員的激勵
各種類型的銷售工作所必需的熱情與動力要求銷售人員得到高度激勵。這一事實以及銷售的競爭性解釋了為什么對銷售人員的物質(zhì)激勵得到如此廣泛地運(yùn)用。這些激勵計劃必須能夠為加強(qiáng)團(tuán)結(jié)和信任提供激勵的來源。激勵對那些遠(yuǎn)離辦公室，難以監(jiān)督因而要求其自律的員工尤其重要。
銷售激勵計劃的特殊需要
銷售人員的激勵體系由于各種銷售工作的差異而變得復(fù)雜化。從百貨商店督促顧客購買的店員到麥格勞-愛迪生公司的推銷員向顧客提供咨詢和其他高技術(shù)服務(wù)，都體現(xiàn)了這種復(fù)雜性。推銷員的績效可以根據(jù)他們的銷售額和他們與新客戶建立關(guān)系的能力來衡量。其衡量標(biāo)準(zhǔn)包括推出新客戶或服務(wù)的能力和提供那些并不馬上產(chǎn)生銷售額的顧客服務(wù)和幫助的能力等。