How to design the salary model of sales staff?

hello

Due to the low threshold of sales posts and high mobility of personnel, there are almost no departments with greater mobility than marketers.

Then it is very important to manage the marketers with high turnover rate, especially the salary setting.

Based on my own experience, I have the following suggestions:

First, the basic salary must be leveled. One reason why marketers leave their jobs is that they feel unfair treatment, including salary, commission, bonus and welfare. Among the salary problems, commission accounts for the largest proportion, followed by uneven salary.

The second is to set a reasonable post grade difference, which must be attractive enough. For example, the task level of trainee salesmen, salesmen, first-level managers and second-level managers (for example) is slightly smaller, but it is not difficult for business personnel to be tempted to complete it, so as to cultivate their self-confidence and self-motivation.

Third, regional factors should be fully considered in setting fees. Many employees know that developing a certain market may bring them rich returns, but the reason why they are slow to open it or unwilling to invest too much energy is probably because they can't afford the upfront expenses. They didn't eat carrots, but the investment was real.

For example, a company I consulted is engaged in clinical sales of drugs. As a market with unlimited potential in both medical level and population, it is difficult for its regional leaders to conquer this market. The reason is that the travel subsidy company is very rigid, the development fee is the same as that of prefecture-level cities, and the rent is the same as that of prefecture-level cities. When you go to Shanghai, the salesman alone will have to post 1000 yuan. After a long time, no one wants to go. What you are afraid of is that the chicken will die.

Therefore, in the face of different markets, we must list different cost support standards at different levels to solve the worries of marketers.

Having said that, let's talk about how to motivate marketers to the greatest extent.

At present, most companies adopt mechanism management or excess profit management, which has achieved very good results.

Compared with the previous commission system or bonus system, this mechanism has played a more effective role in promoting sales business.

For example, the task gambling mechanism, such as the total profit sharing mechanism, can satisfy the ambitions of some capable employees to the maximum extent.

When formulating the mechanism, we should pay attention to the following four points:

1. When introducing the mechanism (the first bet and the second bet), we must set the target lower to cultivate employees' self-confidence and let employees get bonuses or dividends. You can raise your goal for the third time.

2, the mechanism must give employees enough operational support, remember not to be affected by some small systems, so that employees can not complete the task in time, especially some capable employees. If they can be flexible in policies and systems, the returns they bring to the company must be amazing.

3. The mechanism should be hierarchical. Try not to set up a mechanism directly with headquarters and employees. After a long time, the team will exist in name only, and it will also bring the risk of market out of control, such as cross-selling.

4. The payment mechanism must be timely, fair and grand, so that employees can enjoy the honor and fruit experience brought by their efforts to the maximum extent-for example, cash will be paid directly on the spot instead of punching cards directly. When piles of cash are distributed, it will have a strong stimulating effect on everyone present.

I'm He Nan. I hope I can help you.

Salespeople, like a striker of a team, bear the heavy responsibility of attacking the city and pulling out the village, and its important role is self-evident. In view of the salary model adopted by sales staff, many people adopt the commission system, but this is not a universal truth and has a certain scope of application. If we rashly adopt the commission system without asking the specific situation of the enterprise itself, it may be counterproductive, not only failing to motivate the sales staff, but also having a negative demonstration effect on the non-sales staff (some of which are key). After all, if no one passes the ball to the striker well, he can't score.

First of all, we must clarify the responsibilities of sales staff. Secondly, what is the purpose of designing the salary model of salespeople? Third, should our incentives for sales staff vary from person to person? First, make clear your business positioning, and divide different sales types into 1, according to business types. It can be divided into product companies (directly providing products or services), solution companies (by providing customers with comprehensive solutions, such as communication systems and house decoration) and platform companies (most major Internet e-commerce companies have business models such as B2C, C2B and C2C, mainly to build a platform ecosystem).

Different types of enterprises adopt different sales incentive models. Product companies prefer commission system, solution and platform companies prefer the mixed mode of commission and bonus distribution.

3. According to the development stage of the enterprise. When a company starts a business, it depends on talented people to open up the situation, and most of them mainly rely on individuals. At this time, personal sales are very important; When an enterprise grows to a certain stage, it mainly depends on the system. Customers recognize a certain enterprise, a certain brand, not a certain person. To sum up, it is more intuitive to use the commission system for the sales of talented people and individual heroes, emphasizing the systematic sales of the team, and adopting the bonus package distribution model may be more appropriate.

Second, according to the sales target of the enterprise, determine the sales model and reward model. Third, the design method of two sales incentive models (1) commission commission model

If commission is adopted, the calculation formula is: sales commission = commission base commission coefficient.

The calculation of sales commission involves the selection of commission base and commission coefficient. Some are based on sales, some are based on gross profit, and some are based on the amount of payment.

Companies can determine according to the actual situation. The following focuses on several commission modes:

1, fixed: the royalty coefficient is a fixed value, and there is no plan or upper limit for how much to do and how much to withdraw. This model does not assign the company's goals to the sales staff, nor can it formulate the entire sales salary budget, and its ability to control the sales staff salary is weak. However, for start-up enterprises, this commission model is more effective in the case of unstable market.

2. Increment: The percentage of commission will increase with the growth of sales performance. This model needs to set accurate goals, so as not to cause the payment cost to be too high, or the payment fails to achieve the due incentive effect; In sales management, it is also necessary to strengthen control, which may cause the sales staff to pay too much attention to "drawing orders" and lead to an increase in kickbacks, or the orders are too concentrated to be processed in time. Incremental type has higher requirements on target setting and is suitable for forecasting and developing a mature industry in the market.

3. Top-capped type: Top-capped type means that when the sales staff completes the expected goal, they will no longer be rewarded. This model is suitable for the company's strong brand, more sales performance comes from the company's brand, and the dependence on sales staff is not high. At the same time, some bonuses can be provided for the sales staff to encourage them to achieve their goals and ensure the completion of the company's sales goals.

Step by step: according to the sales performance of a certain sector, a fixed bonus is given. The higher the performance, the higher the bonus is not necessarily. Only by breaking through a certain goal can we get a higher bonus. This model emphasizes differences, and only by achieving the expected goals can we get corresponding returns. If used well, it can stimulate the potential of salespeople, and if used badly, it will greatly dampen the enthusiasm of salespeople.

(B) bonus distribution model

The bonus package distribution mode can be considered from two aspects:

One is the floating bonus scheme. According to the sales volume of each project and product, a part is used as a bonus package to reward sales and sales support personnel, and the reward is given according to everyone's role and contribution, and the amount is floating.

The second is the benchmark floating bonus. This model is suitable for companies that can continue to sell. First, take out a proportion according to each position as the benchmark of reward (not from the employee's monthly salary), then multiply it by the coefficient of quarterly and monthly sales performance, and float up and down.

However, in addition to commissions and bonuses, we should pay special attention to two points in the fixed part of the salary structure, that is, the basic salary we often say:

1. The longer the product sales cycle, the higher the basic salary should be. The longer the sales cycle, the longer the salesperson will not get the bonus and commission. In order to maintain a basic living, the basic salary is higher.

2. The higher the requirement for sales staff, the higher the basic salary. For example, some sales positions have high requirements for education, specialty, technology, image and comprehensive quality, and the basic salary is correspondingly high.

For a new company, it is very important to make a reasonable employee compensation plan. There are two main purposes, one is to help the company recruit enough people in time, and the other is to consider the company's sustainable development. Among them, the salary design of sales staff is the most important. Generally speaking, it should be considered from the following three aspects.

First, the choice of salary structure.

There are four main salary structures for salespeople:

The first is the pure wage model. Its advantage is strong security, but it lacks competition, which is not conducive to mobilizing the enthusiasm of sales staff. Most companies don't consider this model.

The second is the model of basic salary plus commission. There are both guarantees and incentives, which is the salary structure adopted by most companies. However, there are also some shortcomings. Salespeople often only pay attention to performance and sell it at once, but pay little attention to product brand building and corporate image building, which is not conducive to the long-term development of enterprises.

The third is the model of basic salary plus bonus plus commission. The role of bonus is to guide sales staff to pay more attention to the development of the company, pay attention to the overall performance of the company, and increase employees' sense of identity with the company. Its disadvantage is complicated operation and easy to cause disputes.

The fourth is the model of pure performance commission. There is no basic salary, only a certain percentage of the sales staff is paid according to the sales performance. This model makes salespeople feel insecure and have no sense of identity with the company. They only care about performance and don't care about the development of the company, which is easy to produce the psychology of buying and selling with one hammer.

Based on comprehensive analysis, it is the most scientific and reasonable to adopt the model of basic salary plus bonus plus commission. If the founder wants to make the company bigger and stronger, this model is recommended. For complex operations, HR with high professional quality can be hired to refine and concretize the system to avoid some contradictions.

Second, the determination of the basic wage standard.

Because it is a newly established company, it is very important to determine the basic salary standard. It is suggested to do a full market research, comprehensively analyze the basic salary standards of the same type of enterprises, and reasonably determine their own level.

It is generally suggested that newly established companies should attract talents, and on the basis of conditions, it is best to raise the basic salary standard appropriately, and the upper-middle level is appropriate. This will help to gather more sales staff in a short time and open the market quickly.

Of course, a higher basic salary will increase the burden on enterprises and attract people who live on it. This requires two aspects of work. First, it is necessary to strictly control recruitment, and it is best to hire experienced sales personnel; The second is to strengthen the assessment management, there should be clear constraints when signing the contract, and employees who do not perform well during the probation period should be retired in time.

Third, the setting of commission ratio.

If the added value of the company's products is relatively high, it is recommended to give it to the sales staff appropriately. On the basis of fully referring to the commission ratio of the same type of companies, the sales commission will be moderately increased. This can stimulate the enthusiasm of employees, explore the market more efficiently, and enhance the market influence and share of the company's products.

Generally speaking, according to the actual situation of products, it is very useful to implement a stepped commission ratio. According to the monthly sales volume, setting different commissions from low to high can fully motivate employees and find the sales backbone in a short time.

Sales commission, mostly basic salary plus sales performance, and performance, is generally the case.

Basic salary plus sales commission.

The basic salary is divided into monthly commission and annual commission, and different goals are set. The month is divided into three grades, and the more you do, the higher the commission.

The premise is to combine the boss's intention with the actual situation of the company.

From practice, be brave in trial and error.

The model is divided into: high base salary and low commission, high base salary and high commission, low base salary and high commission, low base salary and low commission, and no base salary and high commission. The specific model should be designed according to the characteristics of the industry and the actual situation of the enterprise combined with external salary data to ensure competitiveness and incentive.

Generally follow two points:

1, companies with high brand and/or professional reputation adopt the system of high basic salary and low commission, or the annual salary system: salary plus guaranteed task completion bonus, partial excess reward, establish a comprehensive KPI assessment system, performance plus profit plus work attitude, teamwork and other standards for comprehensive evaluation.

2. Companies with little brand and professional awareness have weak technical strength and high requirements for sales ability. Generally, the basic salary is the industry average standard+high commission, and the proportion of excess bonuses is increased, which is mainly driven by performance and profit assessment.

The higher the basic salary, the more attractive it is to excellent salespeople and the easier it is to achieve high performance. Assuming that the total income of Company A and Company B is 10000 yuan, Company A has a high base salary of 7,000 yuan plus a bonus or commission of 3,000 yuan, and Company B has a low base salary of 3,000 yuan plus a performance of 7,000 yuan, which method can attract and retain excellent salespeople better? There is no doubt that the way of Company A can attract and retain excellent salespeople. Usually, excellent salespeople will bring better sales performance. Moreover, even if Company B has performance appraisal incentives, the low basic salary attracts and retains most of the sales staff with relatively low ability level, and it is more difficult for enterprises to have good sales performance. Among the factors that determine performance, people's ability affects more than 70%, while willingness affects less than 30%.

As long as the basic salary of your company is higher than that of your peers, you can recruit better salespeople than your peers. In the long run, relying on high fluctuations (bonuses and commissions) to motivate salespeople has many disadvantages. Mercenary psychology, selfish departmentalism, not paying attention to personnel training, what is more serious is that the company should have retained too much profit.

Will the sales staff lose their wolf nature if the floating ratio is low? The wolf's nature is not inspired, but born. "There must be a brave man under the four rewards" is not necessarily correct. Bravo is still a brave man whether he is motivated or not; Even with encouragement, cowards can't be brave.