营销和销售之 销售审核　Sales Reviews

营销和销售之 销售审核　Sales Reviews

在审核销售业绩时，数据是关键（the numbers are the key）。通过业绩数据，每个销售员的表现便一览无余。在关注没有达标人员的同时，要对销售明星（top performers）表达赏识和感激（make them feel appreciated）。

制定目标（set goals）

销售目标（sales goals）的制定要遵循“合情合理并可以实现”（reasonable and obtainable）的原则，其强度要足以对销售人员构成挑战，但也要让他们在不懈努力（significant effort）之下能够实现。通过达标情况也可以发掘队伍中的明星人物。

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

我们这个季度的目标是每个销售员每个项目销售额超过8万美元。

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

每个客户经理每个月应当至少赚入一万美元。

⊙To do your part, you need to be bringing in 20 new clients per month.要做到你的部分，你需要每个月发展20名新客户。

⊙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，作为初级客户经理，我们希望你每个月发展10名新客户，并且在现有客户那里至少赚入5万美元。准备好接受挑战了吗？

通告和统计

告知所有的销售人员下一时间段（time period）的目标。这些目标不在万不得已的情况下不做调整。在销售时间段后，统计每个销售员的营业额和平均营业额，并总结比较销售情况。

⊙Let's take a look at the numbers for this quarter.让我们看一下这个季度的数据。

⊙Average profit per account representative was$50，000.每个客户代表的平均盈利是5万美元。

⊙Only 15%of our sales department met their goals for September.我们销售部门中只有15%的人实现了他们在9月份的目标。

⊙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.

这个阶段每个销售员平均做到了7万5千美元，几位销售明星贡献了总额的70%。祝贺Roxie、Maxine、Ellen和Marcus。这个季度销售总额超过了100万美元。

目标实现时

对于达标的销售一定要表示祝贺和积极肯定（positive review）。超标10%以上者就应当被评为销售明星，得到许诺的奖励（predetermined prize），被树立为众人的榜样。

⊙We're looking great this month！这个月我们棒极了！

⊙Congratulations to our top performers this month.祝贺我们这个月的明星人物。

⊙You did a great job this quarter！Keep up the good work！这个季度里你的工作非常出色！继续保持！

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

你是公司最有价值的销售员之一。你连续成为排行前10的销售明星。

⊙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.

对于你的辛勤工作我们表示赞赏。除你的佣金之外，我们还要给你2000美元的奖金。

⊙Thanks for your hard work.I'm giving you a positive review.感谢你的辛勤工作，我给你一个肯定的审评结果。

⊙You've exceeded all our goals for this month.你突破了我们这个月的所有目标。

如果没有实现目标

当销售团队没有实现所期望的目标时，就要和队员一起反省失利的原因，争取在下一阶段实现目标。对于一些屡战屡败的销售员，依程度给予当面或者书面的警告，甚至辞退（terminate）。

⊙Our sale's team is not pulling in the type of numbers we want them to.我们的销售团队没有获取我们对他们所期望的业绩数字。

⊙We need to put in more hours in cold calls.我们应该在电话推销方面投入更多的时间。

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：我这个月糟透了。我有3名主要客户被竞争对手抢走，而且我得了重感冒。

我请假在医院住了两个星期，所以我没有达标。

B：我理解你的身体状况，我会考虑到这个。但是这是你第三个月没能达标了。

如果这个月你还不能实现销售目标的话，恐怕我们得考虑让你走人了。

总结

赏罚标准是业绩数据。在与预期指标的对比过程中做到恩威并举，对于实现目标或表现出众的就应当嘉奖鼓励；对于没有实现的，就应当帮助其反省原因，避免在下一阶段再次落后。

Words　单词表

actually事实上

average平均

bonus奖金，补贴

combined联合的，组合的

commission佣金

exempt除过，免除

evaluate评价

net净的，纯的

overturn翻转，推翻

per每

personally个人地，亲自地

quota配额，限额

representative代表

Phrases　短语表

account representative客户代表

break a record打破纪录

bring in（clients）发展/引来客户

business generation业务开发

cold calls电话推销

do your part完成你的职责

evaluative period评价期

far less than远远低于

get right to it马上就开始

hit a goal击中目标

in a row连续几次地

let sb go解雇某人

make（achieve）a goal实现/达到目标

sales associate销售员

put in（time）花费/投入（时间）

sales volume营业额，销售量

set a goal制定一个目标

total sales销售总额

be through the roof超出预期，超过想象

up for/to the challenge准备迎接挑战

实景对话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，我感谢各位参与我们的销售回顾总结，并对你们当中新的成员表示欢迎。让我们马上开始，来看一下这些数据，每个客户代表的平均利润是5万美元，远低于我们在8月份制定的目标。

B：这个月的目标本来是多少来着？

A：我们这个月的销售目标是每个销售代表每个项目超过8万美元。9月份销售部门只有15%的人实现了他们的目标。这些数据结果太糟糕了，各位！

C：我们别的一些目标呢？我知道我本人没有做到8万美元，但是我发展了超过30名的新客户！

A：是的，Tina，我很欣赏你对发展新客户做出的辛勤工作。在新业务的拓展方面你无疑是最耀眼的明星之一。大部分人都没有实现这个目标。在你的职责内至少每个月要发展20名新客户。我们需要花更多的时间进行电话推销。

B：新来的销售员怎么办？我们也指望他们实现和其他人一样的目标吗？

A：像Jason这样的新销售员，在一个评估期内可以免除指标。Jason，作为初级客户代表，我们希望你每个月发展10名新客户，而且要在现有客户那里至少赚入5万美元。准备好接受挑战了吗？

D：是的，我想可以的。

实景对话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：都到齐了？好的，开始吧。我们这个月干得漂亮！销售量好得不得了。祝贺Roxie、Maxine、Ellen，还有Marcus，他们这个月的销售总额超过了100万美元。

B：哇，破纪录了吗？

A：不管破没破，我对结果很满意。你们这个月干得漂亮！继续好好干！

C：祝贺大家！

A：我要特别表扬Roxie，你突破了这个月的所有目标，你是公司最有价值的销售员之一。你连续成为排行前10的销售明星。对于你的辛勤工作我们表示赞赏。除你的佣金之外，我们还要给你2000美元的奖金。感谢你的辛勤工作。

D：哇，谢谢。

A：Gerry，我能私下和你聊聊吗？E：嗯……好的。

A：你能解释为什么没能完成11月的销售额吗？

E：我这个月糟透了。我有3名主要客户被竞争对手抢走，而且我得了重感冒。

我请假在医院住了两个星期，所以我没有达标。

A：我理解你的身体状况，我会考虑到这个。但是这是你第三个月没能达标了。

如果这个月你还不能实现销售目标的话，恐怕我们得考虑让你走人了。