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1、基于企业生命周期的销售人员薪酬策略（Sales staff salary strategy based on enterprise life cycle）Sunday morning, the window under a light rain, I was awakened by the sound of the sleeping telephone, the voice of a friend is full of regret: did not let you sleep late, is indeed the most urgent to you for help, recently
2、manager and vice president of sales company sales personnel salary of things to fight, who dont give in! She said a torrent.Ha ha, since its already woken up, you dont have to say that fast, said slowly. I rubbed my eyes listen carefully. Originally, friends of the company executives and sales vice
3、president of sales staff to adhere to a high floating wage, to adhere to a high fixed wage, who cannot persuade (two are shareholders), she finally asked the manager of human resources department to take the program.After understanding her problem, I told her what kind of salary strategy to choose d
4、epends on the environment of the enterprise. At present, the salary structure of sales personnel is generally fixed wages, Commission (target bonus), welfare three parts. There is no difference between the method of commission and the target bonus. The methods are not better, only more suitable (see
5、 chart: Commission and target bonus). Similarly, to take high basic salary or low base salary is not high points, the key point is to conform to the environment in which enterprises live. For example, the life cycle of enterprises is different, and the compensation strategy is not consistent.Chart:
6、Commission and target bonusCommissionTarget bonusExternal market environmentemerging marketMature market, relatively accurate predictionSalesperson roleSimilar to dealers, more dependent on personal abilityThe company provides more support to sales peopleSales management levelSimple extensive manage
7、mentGoal setting and management capacity is relatively mature, the start-up period, entrepreneurial passion with start-up companies in the mighty wave crashing on a sandy shore for its leading products are usually eager to open the market, due to low sales, revenues and profits are low, operating ca
8、sh flow often showed a net outflow of state. At the same time, the main business process, organizational structure and job preparation is not stable, unclear division of responsibilities, there are more than one job or duty cross phenomenon, leading employees are often given entrepreneurial enthusia
9、sm, not fame, money or statutory office system.Sales personnel in the design of start-up enterprises incentive mode first understand the following: (1) due to the newly established enterprises, the enterprise sales staff on the attraction and discrimination that are not high, to be able to attract e
10、mployees are afraid of some young people have not yet accumulated sales experience; (2) the sales staff to the company on the one hand is to accumulate experience, on the other hand is to become entrepreneurial hero; (3) due to the lack of confidence for the future of the company and the CEOs of int
11、egrity, sales staff pay more attention to the short-term incentive and long-term incentive for sales staff lack of confidence and the effect is greatly reduced, even considered to deprive of their income; (4) the lack of market experience, the sales staff to rely more on individual combat.According
12、to the characteristics of the start-up period, the sales staff incentive entrepreneurial passion with the so-called mighty wave crashing on a sandy shore model should be taken, entrepreneurial passion is the sales people to be encouraged in the spirit of entrepreneurial enthusiasm, minimize the numb
13、er of rules restricting the behavior is in the race; mighty wave crashing on a sandy shore horse, after the enterprise recruiting through the sales staff in the battles of the Amoy the real gold. The salary design should focus on the external competition of salary, which can weaken the internal fair
14、ness of salary (see chart: the general salary strategy of sales staff in initial stage).Chart: early stage general sales staff salary strategySalary levelFollow the strategy, to the general sales staff as far as possible to avoid high salary policy to attract talentsSalary structureFixed salary + co
15、mmission + welfare model, fixed wage and welfare accounted for a small proportion, the proportion of commission bonus is significantSalary incentive objectTo motivate individuals, that is, the commission base comes from personal sales performancePayroll cycleAccording to the sales cycle, it can be a
16、djusted to the year, but the longest is not more than the yearTwo, growing period carrot and stickIn the enterprise smoothly through the start-up period, has gradually entered the growth stage, the stage of the rapid expansion of enterprise scale, enterprises begin to pay attention to the constructi
17、on of rules and regulations, the main business processes and organizational structure is more stable, gradually into standardized management stage, therefore, the objective may be to establish a post value based salary system. Moreover, the demand for senior talents in marketing will be greatly incr
18、eased. At the same time, the product has been recognized by customers, in the market gradually opened the market risk level of sales decreased gradually, sales increased in the period, as the market sales situation is good, to accelerate the flow of capital, the stock of cash is more comfortable.In
19、addition to the environmental change of the above mentioned enterprises, sales and sales management level are changing: (1) the initial stage has been a part of mighty wave crashing on a sandy shore sales talent shows itself became the backbone of sales; and (2) to confirm the potential for the deve
20、lopment of enterprises in the market, more and more people to enhance confidence in the enterprise; (3) whether the companys recruitment ability or the overall attractiveness of new recruits enhanced the overall quality ability has been improved; (4) the enterprise has opened up a part of the market
21、, the sales staff face is no longer the marginal market, the sales staff work not only by personal, team cooperation gradually play more the role of; (5) the leader of enterprise marketing may no longer be the corporate CEOs, but the introduction of senior marketing talent to lead the team, sales te
22、am The team gradually became complex. (6) the enthusiasm of sales staff has been unable to maintain the enthusiasm of sales personnel, and the internal equity has gradually surfaced.According to the characteristics of the growth period, sales incentive should adopt a carrot and stick model, incentiv
23、es like a wonderful carrot, always in the front, as long as a standard, will be, but at the same time, in this game, if you violate the rules, so, the stick will not hesitate fall. The carrot is mainly reflected in the material compensation payment, while the stick mainly refers to the behavior of e
24、mployees of the restrictions, this is no longer as the start-up period as white haired black cat, catch mice is a good cat, but only to catch mice but also can not just eat the host fish. At this stage, the focus of salary design is to continue to increase market expansion, focus on internal fairnes
25、s and stabilize the core employees (see chart: growth period, sales staff salary strategy).Chart: salary strategy of sales staff in growth periodSalary levelFollowing strategySalary structureFixed salary + target bonus + commission + welfare model, target bonus and commission mixed, appropriately in
26、crease fixed salary and increase welfare, target bonus and commission still occupy a large proportionSalary incentive objectThe team performance coefficient is introduced, but the proportion should not be too highPayroll cycleIts still paid monthlyThree, health care products at maturity - area effec
27、tIn mature period, the sales income and profit of enterprises are higher, cash is more abundant; internal management of enterprises is more standardized, the focus of management is to control costs, improve management and operational efficiency. The forecast ability of the enterprise to the external
28、 market is strengthened, and the sales forecast is relatively accurate. At the same time, the opportunities for enterprises to obtain outstanding external talents have increased, and the internal sales personnel have formed the core team through the initial and growing period of exercise. Therefore,
29、 it is more scientific and easy to establish salary system based on post value. At this point, enterprises can pay higher basic salaries and more benefits, but relatively less performance bonuses. In addition, because the market is mature and stable, sales revenue increase mainly depends on the effi
30、ciency of organization and team rather than individual effort, therefore, enterprises should pay special attention to the contribution of the team incentive, in order to improve the overall performance and the stability of staff.Finally, as the product matures, the role of product brand or corporate
31、 brand in consumer purchasing behavior is more important than sales staff persuasion. According to the characteristics of the mature period, sales incentive Gareth District effect model should take health care products,The so-called health care products incentive is understood from two aspects, one
32、is to improve the salary level of sales personnel, the design of external competitive salary, two is to strengthen the fixed part of sales personnel salary. The so-called minefield effect is derived from the standardized management of mature enterprises, which refers to the company to strengthen the
33、 restrictions on sales behavior, to comply with the companys system, requirements and other standards. At this stage, the focus of salary design is to stabilize the core team and strengthen internal equity (see chart: mature sales staff salary strategy).Chart: salary strategy of sales staff in matur
34、e periodSalary levelForeign competitivenessSalary structureFixed salary + bonus + bonus + welfare over the target mode, the basic wage and welfare increase the proportion of bonuses and extra bonus, the target is small, increase the long-term incentive factors, employee assessment based behavior ass
35、essment, reflect the effect of the minefieldSalary incentive objectTo motivate the team, strengthen the team awareness of members, stable sales teamPayroll cycleEnhanced flexibilitySalary gradeSet up technical level of sales staff, and check salary according to technical gradeFour, decline / RE deve
36、lopment period - bread plus faithEnterprises in the recession period usually show sharp decline in market sales, market share and profits decline, financial situation began to deteriorate, debt increase, etc. At the same time, staff turnover rate increased, and the rustic low sense of fairness does
37、not improve the phenomenon of employees. At this point, enterprises no longer recruit sales personnel in great fanfare, at least not in fact, the internal sales personnel have stabilized core sales talent and retain innovative sales talents. But the recession can also be called re development period
38、, through product innovation, service innovation, and even just sales innovation, enterprises will be re developed, and start a new cycle of development. Whether it is recession or re development, is the choice of the market for enterprises, the most close to the market sales staff will feel the mos
39、t obvious.The salary design should meet the following requirements: first, it is conducive to structural downsizing or salary reduction based on strategic development. The two is to have a strong market competition, not only to attract new business areas and recruit new talents, but also to retain t
40、he original excellent employees. Finally, because usually take defensive strategy or contraction of the phase of enterprise, so the emphasis on individual performance bonuses and long-term pay little significance, basic wages higher will be a wise choice, so the phase of the sales incentive belief m
41、odel should take the bread and bread, the so-called fixed salary is higher, faith is to strengthen the sales on the market and the enterprise faith, innovation breakthrough, open up new markets or to help companies develop new products (see chart: the recession / compensation strategy development pe
42、riod sales staff).Chart: compensation strategies for sales staff during the recession / redevelopment periodSalary levelAnxiang, is mainly to reduce long-term incentives and benefitsSalary structureFixed salary + target bonus + bonus + welfare model, high fixed salary, low welfare, low bonus, emphas
43、is on innovation, reduce long-term incentives, enhance short-term incentivesSalary incentive objectThe team is mainly motivated team members to strengthen the team awareness, but to increase sales incentives for innovation, as far as possible to delay the recession, to achieve RE DevelopmentPayroll
44、cycleIt can delay the release period appropriatelyAfter reading the above you probably already know, my friend with persuasive theory unified the two CEOs opinion, thus successfully completed the leadership of the task assigned. Of course, in addition to the development stage, we can not ignore the
45、personality of the enterprise. There are differences in business, personnel and other aspects between different business units, such as labor intensive and technology intensive. For example, the high-tech enterprises in the start-up stage, especially strong demand for talent; while in the traditional industry enterprises, the management and operation of the system has been relatively stable, some types of personnel in the talent market relative surplus, the key is management to motivate and retain the core.