"Salespeople don’t need performance appraisals. Quota attainment and their paycheck tell them how they did.”
This is the common executive perspective on performance appraisals for salespeople. Non-sales employees receive performance appraisals, but salespeople are often left out of the process. Or, if the salespeople are included, the appraisal doesn’t address the core performance of the role.
The beauty of sales is that it is very quantifiable. While revenue contribution is an important component of performance assessment, it isn’t the only component. There are many aspects of sales that can be improved upon with work. Prospecting, needs analysis, prospect concern resolution, writing skills, presentation skills (just to name a few) impact the ability for a salesperson to maximize their revenue contribution for the company.
Without a performance appraisal process that is tailored for the sales profession, the sales manager misses an incredible opportunity to identify opportunities for improvement. If you haven’t identified those areas that need work, how can a sales manager possibly coach a team for success?
See you next time on the Sales Management Minute!