第八章： 职业销售技巧

Module 8: Motivation and Reward System Management
Learning Objectives
5. 6.
7.
Explain the fundamental concepts in salesexpense reimbursement. Discuss issues associated with sales contests, equal pay for equal work, team compensation, global compensation, and changing a reward system. List the guidelines for motivating and rewarding salespeople.
一、从企业角度出发，奖酬系统应该帮助实现下列结果：
1.
Provides an acceptable ratio of costs and sales force output in volume, profit, or other objectives
2.
Encourages specific activities consistent with the firm's overall, marketing, and sales force objectives and strategies
Compensation Rewards(物质性奖励)
Those given in return for acceptable performance or effort. They can include nonfinancial compensation.
Non-Compensation Rewards（非物质性奖励）
Motivation
Intensity
Direction
Persistence
Module 8: Motivation and Reward System Management
Motivation: Intrinsic vs. Extrinsic
Motivation
Intrinsic
When rewards such as interesting,cha llenging work. 如兴趣、富有挑 战性的工作
Module 8: Motivation and Reward System Management
Financial Compensation: Straight Commission直接佣金
Module 8: Motivation and Reward System Management

Tune to page 219 and read exhibit 8.4
Module 8: Motivation and Reward System Management
Financial Compensation:财务性奖酬 Straight Salary固定薪金
Module 8: Motivation and Reward System Management
Types of Sales Force Rewards
Motivation
Intrinsic
Sense of Accomplishment Personal Growth Opportunities
Advantages
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Salaries are simple to administer容易管理 Planned earnings are easy to project.计划收入 容易设计 Salaries can provide control over salespeople’s activities, and reassignments are less of a problem.薪金能控制销售人员的活 动和再分配销售人员。 Salaries are useful when substantial development work is required. 当需要实际的开发工作时，薪金方案比较有用。
Those beneficial factors related to the work situation and well-being of each salesperson.
Module 8: Motivation and Reward System Management
Optimal Sales Force Reward System 最佳销售人员奖酬ensity
Direction
Persistence
Module 8: Motivation and Reward System Management
Motivation - Intensity
Intensity refers to the amount of mental and physical effort put forth by the salesperson.强度 就是销售人员投入的脑力和体力的努力总量。
Module 8: Motivation and Reward System Management
Optimal Sales Force Reward System 最佳销售人员奖酬系统
3.
Attracts and retains competent salespeople, thereby enhancing long-term customer relationships
Motivation
Intensity
Direction
Persistence
Module 8: Motivation and Reward System Management
Motivation - Persistence
The extent to which the goal-directed effort is put forth over time.持续性描述销售人员随时间的 变化而宁愿选择耗尽全部力量，特别当面临不利的 环境时。
Module 8: Motivation and Reward System Management
Motivation
The force within us that activates our behavior. It is a function of three distinct components, Intensity, Direction, and Persistence.
Module 8: Motivation and Reward System Management
Financial Compensation: Straight Salary
Disadvantages
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Salaries offer little incentive for better performance.提供很少的财务激励 Salary compression could cause perceptions of inequity among experiences salespeople.薪 金压缩会引起经验丰富的销售人员的不公正的感觉 Salaries represent fixed overhead.薪金属于固 定管理费用。
4.
Allows the kind of adjustments that facilitate administration of the reward system.
Module 8: Motivation and Reward System Management
二、从销售人员出发，奖酬系统应该： Salespeople expect to be treated equitably,with rewards comparable to those of others in the organization doing a similar job—and to the rewards of competitors’ salespeople. Most salespeople prefer some stability in the reward system,but they simultaneously want incentive rewards for superior performance.
Module 8: Motivation and Reward System Management
三、从顾客的需要出发，奖酬系统应该： Some automobile dealers have tried to reduce customer dissatisfaction stemming from high-pressure sales techniques by paying their salespeople a salary instead of a commission based on sales volume. Others adjust the saleperson’s commission based on customer satisfaction with the salesperson’s handling of the sale.
Extrinsic
When rewards such as pay and formal recognition act as motivators
如薪水和正式认 可的奖励
Module 8: Motivation and Reward System Management
Two Basic Categories of Rewards
Module Eight
Motivation and Reward System Management