營銷和銷售之 銷售審核　Sales Reviews

營銷和銷售之 銷售審核　Sales Reviews

在審核銷售業(yè)績時，數(shù)據(jù)是關鍵（the numbers are the key）。通過業(yè)績數(shù)據(jù)，每個銷售員的表現(xiàn)便一覽無余。在關注沒有達標人員的同時，要對銷售明星（top performers）表達賞識和感激（make them feel appreciated）。

制定目標（set goals）

銷售目標（sales goals）的制定要遵循“合情合理并可以實現(xiàn)”（reasonable and obtainable）的原則，其強度要足以對銷售人員構成挑戰(zhàn)，但也要讓他們在不懈努力（significant effort）之下能夠實現(xiàn)。通過達標情況也可以發(fā)掘隊伍中的明星人物。

⊙Our goal for this quarter is to overturn$80，000 net income per sales associate per project.

我們這個季度的目標是每個銷售員每個項目銷售額超過8萬美元。

⊙Each account executive should be pulling in a minimum of$10，000 profit per month.

每個客戶經(jīng)理每個月應當至少賺入一萬美元。

⊙To do your part, you need to be bringing in 20 new clients per month.要做到你的部分，你需要每個月發(fā)展20名新客戶。

⊙Jason, as a junior account manager, this month we are expecting you to meet our monthly goal of 10 new clients. You also need to bring in at least$50，000 in profits from the projects of our existing customer base.Are youup for the challenge?

Jason，作為初級客戶經(jīng)理，我們希望你每個月發(fā)展10名新客戶，并且在現(xiàn)有客戶那里至少賺入5萬美元。準備好接受挑戰(zhàn)了嗎？

通告和統(tǒng)計

告知所有的銷售人員下一時間段（time period）的目標。這些目標不在萬不得已的情況下不做調整。在銷售時間段后，統(tǒng)計每個銷售員的營業(yè)額和平均營業(yè)額，并總結比較銷售情況。

⊙Let's take a look at the numbers for this quarter.讓我們看一下這個季度的數(shù)據(jù)。

⊙Average profit per account representative was$50，000.每個客戶代表的平均盈利是5萬美元。

⊙Only 15%of our sales department met their goals for September.我們銷售部門中只有15%的人實現(xiàn)了他們在9月份的目標。

⊙Sales volume this period averaged$75，000 per sales associate, with our top performers bringing in over 70%of the total sales. Congratulations to Roxie, Maxine, Ellen, and Marcus.Their combined total of sales this quarter is over a million dollars.

這個階段每個銷售員平均做到了7萬5千美元，幾位銷售明星貢獻了總額的70%。祝賀Roxie、Maxine、Ellen和Marcus。這個季度銷售總額超過了100萬美元。

目標實現(xiàn)時

對于達標的銷售一定要表示祝賀和積極肯定（positive review）。超標10%以上者就應當被評為銷售明星，得到許諾的獎勵（predetermined prize），被樹立為眾人的榜樣。

⊙We're looking great this month！這個月我們棒極了！

⊙Congratulations to our top performers this month.祝賀我們這個月的明星人物。

⊙You did a great job this quarter！Keep up the good work！這個季度里你的工作非常出色！繼續(xù)保持！

⊙You are one of the company's most valuable sales associates.You are consistently in the top ten performers.

你是公司最有價值的銷售員之一。你連續(xù)成為排行前10的銷售明星。

⊙We'd like to show our appreciation for your hard work.In addition to your commission, we'd like to give you a$2000 bonus.

對于你的辛勤工作我們表示贊賞。除你的傭金之外，我們還要給你2000美元的獎金。

⊙Thanks for your hard work.I'm giving you a positive review.感謝你的辛勤工作，我給你一個肯定的審評結果。

⊙You've exceeded all our goals for this month.你突破了我們這個月的所有目標。

如果沒有實現(xiàn)目標

當銷售團隊沒有實現(xiàn)所期望的目標時，就要和隊員一起反省失利的原因，爭取在下一階段實現(xiàn)目標。對于一些屢戰(zhàn)屢敗的銷售員，依程度給予當面或者書面的警告，甚至辭退（terminate）。

⊙Our sale's team is not pulling in the type of numbers we want them to.我們的銷售團隊沒有獲取我們對他們所期望的業(yè)績數(shù)字。

⊙We need to put in more hours in cold calls.我們應該在電話推銷方面投入更多的時間。

A：I had a really bad month. I lost three of my major clients to competitors， and I also came down with a severe case of the flu. I was out of work in the hospital for two weeks, so I wasn't able to keep up.

B：I understand your health difficulties, and will take that into consideration. But this is the third month in a row that you've fallen short of your goals. If you don't make it this month, I'm afraid we'll have to consider letting you go.

A：我這個月糟透了。我有3名主要客戶被競爭對手搶走，而且我得了重感冒。

我請假在醫(yī)院住了兩個星期，所以我沒有達標。

B：我理解你的身體狀況，我會考慮到這個。但是這是你第三個月沒能達標了。

如果這個月你還不能實現(xiàn)銷售目標的話，恐怕我們得考慮讓你走人了。

總結

賞罰標準是業(yè)績數(shù)據(jù)。在與預期指標的對比過程中做到恩威并舉，對于實現(xiàn)目標或表現(xiàn)出眾的就應當嘉獎鼓勵；對于沒有實現(xiàn)的，就應當幫助其反省原因，避免在下一階段再次落后。

Words　單詞表

actually事實上

average平均

bonus獎金，補貼

combined聯(lián)合的，組合的

commission傭金

exempt除過，免除

evaluate評價

net凈的，純的

overturn翻轉，推翻

per每

personally個人地，親自地

quota配額，限額

representative代表

Phrases　短語表

account representative客戶代表

break a record打破紀錄

bring in（clients）發(fā)展/引來客戶

business generation業(yè)務開發(fā)

cold calls電話推銷

do your part完成你的職責

evaluative period評價期

far less than遠遠低于

get right to it馬上就開始

hit a goal擊中目標

in a row連續(xù)幾次地

let sb go解雇某人

make（achieve）a goal實現(xiàn)/達到目標

sales associate銷售員

put in（time）花費/投入（時間）

sales volume營業(yè)額，銷售量

set a goal制定一個目標

total sales銷售總額

be through the roof超出預期，超過想象

up for/to the challenge準備迎接挑戰(zhàn)

實景對話1

A：First, let me thank you all for coming to our sales review. Welcome to those of you who are new. Let's get right to it and take a look at the numbers for this month.Average profit per account representative was$50，000，which is far less than the goal we set in August.

B：What was the goal for this month again?

A：Our goal for this month was to overturn$80，000 net income per sales associate per project. Only 15%of our sales department met their goals for September.These numbers are terrible, people！

C：What about some of the other goals?I know I personally didn't make the $80，000 goal, but I brought in more than 30 new clients！

A：Yes, Tina, we appreciate your hard work to bring in new clients. You are actually one of our top performers in new business generation. Most people didn't make that goal either.To do your part, you need to be bringing in 20new clients per month.We need to put in more hours in cold calls.

B：What about our new sales associates?Are they expected to hit the same goals as the rest of us?

A：New associates, like Jason here, are exempt for one evaluation period.

Jason, as a junior account manager, we are expecting you to meet our monthly goal of 10 new clients. You also need to bring in at least$50，000 in profits from the projects of our existing customer base.Are you up for the challenge?

D：Yeah, I think so.

A：首先，我感謝各位參與我們的銷售回顧總結，并對你們當中新的成員表示歡迎。讓我們馬上開始，來看一下這些數(shù)據(jù)，每個客戶代表的平均利潤是5萬美元，遠低于我們在8月份制定的目標。

B：這個月的目標本來是多少來著？

A：我們這個月的銷售目標是每個銷售代表每個項目超過8萬美元。9月份銷售部門只有15%的人實現(xiàn)了他們的目標。這些數(shù)據(jù)結果太糟糕了，各位！

C：我們別的一些目標呢？我知道我本人沒有做到8萬美元，但是我發(fā)展了超過30名的新客戶！

A：是的，Tina，我很欣賞你對發(fā)展新客戶做出的辛勤工作。在新業(yè)務的拓展方面你無疑是最耀眼的明星之一。大部分人都沒有實現(xiàn)這個目標。在你的職責內至少每個月要發(fā)展20名新客戶。我們需要花更多的時間進行電話推銷。

B：新來的銷售員怎么辦？我們也指望他們實現(xiàn)和其他人一樣的目標嗎？

A：像Jason這樣的新銷售員，在一個評估期內可以免除指標。Jason，作為初級客戶代表，我們希望你每個月發(fā)展10名新客戶，而且要在現(xiàn)有客戶那里至少賺入5萬美元。準備好接受挑戰(zhàn)了嗎？

D：是的，我想可以的。

實景對話2

A：Everyone here?Okay, let's get started. We're looking great this month！Sales volume is through the roof.Congratulations to Roxie, Maxine, Ellen, and Marcus.Their combined total of sales this month is over a million dollars.

B：Wow, is that breaking a record or something?

A：Whatever it is, I'm happy with what I see. You did a great job this month！

Keep up the good work！

C：Good job, everyone！

A：I'd like to specially recognize Roxie. You've exceeded all our goals for this month. And you are one of the company's most valuable sales associates.You are consistently in the top ten performers.We'd like to show our appreciation for your hard work.In addition to your commission, we'd like to give you a$2000 bonus.Thanks for your hard work.

D：Wow, thanks！

A：Gerry, can I speak to you in private for a moment?E：Uh. Yeah.

A：Can you explain why you were unable to meet your sales quotas for November?

E：I had a really bad month. I lost three of my major clients to competitors， and I also came down with a severe case of the flu. I was out of work in the hospital for two weeks, so I wasn't able to keep up.

A：I understand your health difficulties, and will take that into consideration. But this is the third month in a row that you've fallen short of your goals. If you don't make it this month, I'm afraid we'll have to consider letting you go.

A：都到齊了？好的，開始吧。我們這個月干得漂亮！銷售量好得不得了。祝賀Roxie、Maxine、Ellen，還有Marcus，他們這個月的銷售總額超過了100萬美元。

B：哇，破紀錄了嗎？

A：不管破沒破，我對結果很滿意。你們這個月干得漂亮！繼續(xù)好好干！

C：祝賀大家！

A：我要特別表揚Roxie，你突破了這個月的所有目標，你是公司最有價值的銷售員之一。你連續(xù)成為排行前10的銷售明星。對于你的辛勤工作我們表示贊賞。除你的傭金之外，我們還要給你2000美元的獎金。感謝你的辛勤工作。

D：哇，謝謝。

A：Gerry，我能私下和你聊聊嗎？E：嗯……好的。

A：你能解釋為什么沒能完成11月的銷售額嗎？

E：我這個月糟透了。我有3名主要客戶被競爭對手搶走，而且我得了重感冒。

我請假在醫(yī)院住了兩個星期，所以我沒有達標。

A：我理解你的身體狀況，我會考慮到這個。但是這是你第三個月沒能達標了。

如果這個月你還不能實現(xiàn)銷售目標的話，恐怕我們得考慮讓你走人了。