The Study Of Motivation Among Salesmen In Small And Medium Sized Enterprises Of White Spirits

Sales is an important means for an enterprise to achieve goals and an key step to realize value transferring between products and services. Sales personnel are often seen as the lifeblood of the enterprise, the main force to creative incomes, the most important human resources in an company.In our country, Liquor industry has a long history. It is a kind of traditional industry of a long industrial chain. This industry pay more attention to increase value by marketing operation instead of depending on technological upgrading strongly, middle and small corporations of white spirit do not have core resources, brand advantages, large scale and adequate funds .they are in a relatively unfavorable position in the fierce market competition and rely on the quality of sales personnel, the competence, and customer. Therefore, how to motivate sales personnel effectively is a common problem for middle and small corporations of white spirit.This paper is divided into five chapters, the main contents in every chapter are as follows.Chapter 1 is the introductory part. In this part, I point out the problem, explain the value, significance and purpose of the research, then main contents of this paper and research methods are summarized.Chapter 2 is the summary of motivation theory. I explain the concept and effect of motivating and recall the classic theory in this area. I want to find the significance for motivating sales personnel in middle and small corporations.Chapter 3 is about Status and problems of motivating sales personnel in middle and small corporations of white spirit.Firstly, I decline the concept of sales personnel in Liquor industry and descript their job's characteristics. Then the Status of Liquor industry will be stated. I will point out the polarization phenomenon existed in Liquor industry, from two aspects of the macroeconomic environment (economic, technical, social, Policy) and industry environment (the barriers to entry, product differentiation, market concentration). Through analysis of the brain drain in middle and small corporations of white spirit, we know that the main reason for frequently flowing of talents is something wrong in motivating sales personnel. Then, the status and problems for motivating sales personnel in middle and small corporations of white spirit are discussed. The problems mainly include the lack of diversity in the way of motivation; the lack of targeted incentives and dynamic; the standards of performance assessment ignores the soft factors; team motivation is ignored; the lack of enterprise culture, the management objectives is inconsistent with motivation mechanism. Through the analysis, we can see that the lack of incentive ways and using incentive ways wrongly cause brain drain in middle and small corporations of white spirit.Chapter 4 is about how to design the way of motivating sales personnel in middle and small corporations of white spirit.In this chapter, I point out improving measures to incentive sales personnel in middle and small corporations of white spirit, ways and Portfolio of incentive and Principles of incentive sales personnel. These Principles include (1) Material and non-material incentives are combined, (2) Use different way of incentive according to the individual differences , (3) Multi-angle, multi-level, multi-faceted dynamic excitation, (4) take opportunity and incentive timely.There are three approaches to raise the level of Incentive. Firstly, performance appraisal standards in middle and small corporations should include work performance, expansion and maintenance of sales network, cost control assessment, recovery of money and so on. Secondly, salary system should get improved. There are four Salary methods suitable for sales personnel. They are pure commission system, basic salary plus commission system, basic salary plus bonus systems and basic salary plus commission plus bonus program. When we build Salary System for Sales personnel in S middle and small corporations of white spirit, the different focus in different time, the costs, the areas'differences and the different Salary program between sales manager and staff. Finally, the management of training and career must be completed .this is very overlooked easily by the middle and small corporations of white spirit. In this paper, its importance and the concrete implementation will be discussed.Chapter5 is about the supporting Measures to incentive Sales personnel in middle and small corporations of white spirit. Team incentive and the culture is also responsible for improving the incentive level.Based on studying the existed theory, according to the successful experience and theory from famous company, Combined the real situation of the S middle and small corporations of white spirit in our country, this paper try to make further study .this paper is based on the theory of cross disciplines, and emphasizes on management practice. The subject of this paper is a problem in practice. In the process of study, a lot of existed theories have been consulted and many related investigations have been done. This paper make a preliminary exploration for the study of how to incentive Sales personnel in middle and small corporations of white spirit.