What incentives do salespeople have? What are the advantages and disadvantages of each?

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Incentive mode of marketing personnel

1. Salary incentive

Marketing is a high-risk and challenging job, which needs a high-return and flexible salary system to match it. Although salary incentive is a short-term incentive mechanism, the incentive function follows the law of diminishing marginal utility, that is, when the salary reaches a certain level, its incentive function will gradually decline. However, in a country with a very low standard of living, such as China, people's survival and development come first, so the proportion of material benefits is still very large. At present, many enterprises generally adopt post benefit salary, that is, salary is divided into two parts, post salary and benefit salary. Post salary includes post salary, seniority salary, post and skill subsidies and related allowances; The part of benefit salary includes post bonus and related rewards linked to work performance. For marketers, according to their marketing performance, they are divided into marketers, marketing supervisors, marketing managers and senior marketing managers, who enjoy different post allowances respectively. Commercial reward (marketing commission) is rewarded according to marketing points.

Salary incentive has the advantages of simple mode and obvious short-term effect, but there are also some shortcomings. It follows the law of diminishing marginal utility, and its short-term effect is obvious, but its incentive effect will weaken with the continuous improvement of social income and education level. How to effectively play its incentive role? The following measures can be taken: First, rewards must be cashed in time. When enterprises introduce new salary policies, they should implement them in time. If the performance of marketing personnel is realized, relevant rewards should be cashed in time to form scale effect, so as to effectively achieve the purpose of "encouraging the advanced and encouraging the backward". Second, open the salary scale. When formulating incentive measures, the performance and salary span should increase geometrically, and excellent top-notch marketers should be rewarded. Finally, the combination of material incentives and spiritual incentives. While honoring material rewards, we should also give spiritual encouragement to outstanding marketers. For example, holding a conference to award prizes, making honor lists, publishing advanced deeds in internal or industry journals, and recommending honorary titles to superiors can all give them great spiritual satisfaction while receiving material rewards. In the process of salary incentive, we should grasp a "degree" in the formulation of measures, and at the same time, we should combine incentives in various ways in the incentive process, and we can adopt different combination methods for different personnel to achieve the best incentive effect.

2. Promotion incentives

Enterprise post promotion system has two major functions, one is to select talents, and the other is to stimulate the enthusiasm of existing employees. It is of great significance for enterprises to select excellent employees from within to higher and more important positions, both for employees and for the development of enterprises. For employees, job promotion is an important way for employees' personal career development. When employees get the opportunity of promotion, they will think that it is an affirmation and appreciation of their work ability and performance, an improvement of their own value and a symbol of personal career success. Job promotion will bring about the improvement of employees' economic and social status, further promotion opportunities and more external choice opportunities. However, job promotion must follow the three principles of fairness in decision-making, fairness in procedure and fairness in communication, so as to eliminate the negative impact brought by promotion as much as possible. For example, unfair promotion brings employees' complaints and even frictions, which affects the stability of the whole marketing team.

In marketing management, enterprises should provide different promotion ladders for different types of employees. Those who are suitable for management and meet the promotion conditions are promoted to higher management positions; For those who are not suitable for management but meet the promotion conditions, provide them with ways to develop their careers. This system enables outstanding professional marketers who have no management interest or lack management ability to be promoted on the ladder of professional knowledge and skills, which not only ensures their motivation, but also enables them to give full play to their professional expertise. In recent years, the telecommunications system has completely broken the boundaries between workers and cadres, production personnel and management personnel in the management process of front-line personnel in production. Marketers who have made outstanding achievements and made great contributions to business development can enjoy the post treatment of middle-level management positions and give priority to housing allocation and other welfare benefits. At the same time, marketing ability is also regarded as an important condition for personnel promotion and appointment. For example, the promotion of the general manager of a county branch should go through corresponding procedures, and outstanding employees can be selected as outstanding young and middle-aged cadres for training. Then excellent promotion and appointment according to personal characteristics, management suitable for management, and technology suitable for professional technology.

Step 3 authorize awards

Authorization and encouragement are good ways to fully trust people. Everyone wants to realize self-worth, and full authorization is the trust, satisfaction and challenge to subordinates. Only when department heads and employees at all levels are fully authorized can they release all their energy and dare to do things. In an enterprise, the marketing manager or regional manager gives employees important and challenging tasks such as negotiating with customers and signing agreements or contracts, which not only gives employees an opportunity to exercise their talents, but also reflects the boss's knowledge and responsibility. Of course, at the same time of authorization, the boss must provide necessary help for employees to exercise their rights correctly and teach employees the skills and experience in handling business. Once authorized, don't hesitate to show full trust and care, so as not to hurt the self-esteem of subordinates. Especially in the field of marketing, if the boss is not at ease and the appointment is not authorized, the subordinates will fall into a dilemma in the process of completing the negotiation task: either they should ask for instructions on every detail or even delay the opportunity; Or because the rights and responsibilities are not in place, it is impossible to reach an agreement on important links, which will greatly hurt the self-esteem of marketers. Therefore, in the marketing process, the implementation of project marketing can effectively play the incentive role of authorization and reduce unnecessary losses caused by improper authorization. Shangnan Telecom Branch made a useful attempt in this respect and achieved certain results. Marketing projects should pay attention to people, the target value of the project, the completion date, the project cost, the corresponding incentive policies and the rights of project leaders, so as to create a more relaxed development environment for them and promote the success rate of marketing.

4. Tolerance incentives

Conflicts between superiors and subordinates are inevitable, and subordinates violate their superiors from time to time. In addition, it is inevitable that subordinates will not make mistakes in doing business, especially the newly-hired college graduates, who may screw up a considerable business due to their lack of practical operation ability and work experience. This is normal. In this case, the marketing director should treat it calmly with an open mind, don't hold a grudge, and don't deliberately retaliate. Even if the subordinate's attitude is bad, it should be eliminated and solved in the principle of "enterprise affairs, regardless of personal affairs", and if necessary, you can take the initiative to talk to each other and exchange views afterwards in order to solve it satisfactorily. Such treatment will not only damage the image of managers, but also enhance their prestige and affinity and deepen the understanding and communication between superiors and subordinates. A modern enterprise, an enterprise that encourages innovation, should be an enterprise that allows people to make mistakes. An enterprise or department that does not make mistakes can only be a stagnant pool with no vitality, and its work is only a faint promotion. When employees are encouraged to develop and innovate, they have no ideological burden, no worries and no need to be timid.

5. Emotional motivation

Care about people, have more heart-to-heart communication, especially when a person has ideas and emotions, talk in time to eliminate other people's psychological obstacles. The daily communication between marketing executives and their subordinates is not only normal and rich, but also the best opportunity to implement "flexible incentives" invisibly. First of all, managers should adjust their mentality. Leadership and being led are only the division of labor in administrative posts, and superiors and subordinates are equal in their work, and there is no distinction between high and low. Therefore, leaders should not have the slightest sense of superiority and special feeling in front of subordinates. Considering that subordinates may have psychological barriers, leaders should be positive and open-minded in communication, and the expression and language should be simple and modest. From this perspective, the integration with subordinates will be more simple and seamless. Communication between people, on the one hand, seeks emotional communication, on the other hand, realizes information exchange. Especially for marketers, frequent contact and communication with superiors can enhance mutual trust and understanding when doing business. Superior can observe the ideas and talents of subordinates, and they can make full use of their work arrangements.

6. Goal motivation

According to the overall medium-and long-term development plan of the enterprise, the marketing department formulates the development goals of the department, so that the marketing personnel can understand the departmental goals and see the development prospects, goals and bright prospects. This kind of incentive is an incentive from a long-term perspective. At the same time, when formulating development goals, departments must involve employees and listen to their opinions with an open mind. In the era of knowledge economy, most enterprise employees hope that enterprise leaders can provide them with a stage to show all their talents, so as to realize their dream of self-worth. This is the high-level pursuit of enterprise employees' spirit and should be cared for and respected. Only by letting employees know the objectives of the enterprise and providing them with opportunities to make suggestions for the development of the enterprise can they stimulate the spark of their creative thinking and make many unusual innovations and valuable suggestions. In addition, after employees understand and participate in the formulation of corporate goals, they will form an invisible motivation in their hearts, thus setting self-striving goals for their own behavior.

7. Development opportunity incentives

Marketing personnel in high-tech enterprises are generally highly educated, and besides meeting the appropriate characteristics and spiritual needs, more consideration is given to future development. In the era of knowledge economy, people's free and all-round development will become a part of the value system of enterprise employees. Many employees frequently change jobs, which is not the poor treatment of enterprises. In fact, it is more important to win a fully free development space for themselves. Therefore, enterprises must provide employees with certain development opportunities, such as on-the-job training, off-job study, tuition sponsorship, overseas study and so on. It provides opportunities for employees to develop, and invisibly enhances the incentives for employees, thus enhancing the stamina and strength for the future greater development of the enterprise.