The Design Of Evaluation Indicators About Sales Staff's Performance Based On The Balanced Scorecard

Human resources management is the core of performance management, and performance appraisal is the key to performance management. At present, variety of performance assessment methods and tools are used in enterprises in China. Among normative ones, there is Balanced Scorecard, the key performance indicators, Target Management Act and so on; besides, there are still some unsystematic method and the comprehensive application of a variety of methods. The percentage of enterprises using the Balanced Scorecard enterprises is only 4.5%. Moreover, for the overwhelming majority of Chinese enterprises, the purpose of performance appraisal is to "relate the salary with the performance", in other words, to assess for its own sake, rather than regard it as a performance evaluation used to help improve the performance of staff, in order to achieve the purpose of enhancing the overall performance of a corporate.To establish a scientific and feasible system of the performance appraisal indicators, is an important prerequisite of the implementation of enterprises' performance management. For enterprises, corporate marketing staff is a piece of valuable wealth. It is necessary to stimulate the working initiative of the marketing staff, which can effectively improve sales staff's enthusiasm and to enhance their performance, thereby enhancing corporates' marketing income. Therefore, to design a scientific marketing personnel evaluation system can not only effectively guide the marketing staff, but also to establish a scientific management processes, which lay a better foundation for the realization of marketing objectives.To use the performance management tools appropriately or not, relates to whether the enterprise-wide performance management system can truly serve their primary goal, and whether the staff can exert their subjective initiatives, thus increasing corporate performance, in order to achieve objectives of the enterprise. Among all the current management tools, we can see that the Balanced Scorecard is such an advanced management tool. It is an effective tool to transform strategy into action: a strategic departure from the enterprise, decompose the goal top and down and by establishing-financial, customer, operation, learn and grow-these four latitudes to carry out the evaluation and examination results of process and achieve performance and to combine the company's objectives and the goal of departments and the staff together.For corporations, the business income comes mainly from the marketing efforts. In our common examination for the sales staff, enterprises often think a lot of the sales results, but this is unfair to the marketing staff, for many factors will influence the outcome in the process of assessing. By using the Balanced Scorecard tool, we can not only evaluate the efforts made by marketing staff scientifically, but also enable marketers to see his efforts relate with his income, as well as their enterprise's business strategy. In the end, we cite a case: to have designed the A fertilizer company marketing personnel performance evaluation indicators, based on the Balanced Scorecard.Performance Evaluation serves as an important part of Human Resource Management of an enterprise. A set of scientific performance assessment indicators design can not only reflect the company's strategy of dynamic development, the company's objectives and tasks of the state of decomposition and the completion of management, but also play a significant role in the growth and future development of marketing staff, as well as the building of the company's marketing contingent.