The DL Corporation Commercial Auto Sale Personnel Incentive System Design

The last century since the 90's, China's large-scale urbanization, the traffic mileage of highway construction and the continuous growth of our country led to the rapid commercial development of the automotive industry. Because of the commercial vehicle industry and the country's economic development is closely related to its production and marketing were once also referred to as a barometer of the national economy of the annual performance. In recent years, along with the commercial vehicle industry merger integration, the domestic commercial vehicle industry has been gradually formed FAW, Dongfeng, Foton, SINOTRUK, such as Shaanxi Auto Group several large-scale commercial vehicles, inter-company share of market competition and rivalry has become increasingly fierce. DL earlier, as domestic production of commercial vehicles engaged in the factories, but also how to face the competitive market-based, how to put the most suitable products, through appropriate channels available to customers most in need, such as the question of marketing. At the broader context of the financial crisis, the country to expand investment, the implementation of large-scale infrastructure construction, commercial construction industry and the national economy because of high correlation, will be the first to benefit. Therefore, based on the commercial vehicle industry, from the core elements of marketing, that is, how to motivate "people", the design of the system's sales staff incentive system, will have a better value.In this paper, for example DL corporation explore an analysis of past and existing sales staff incentive system problems, mainly as follows: 1. Inadequate trainingSales due to lack of adequate training and exercise, resulting in lack of morale. Old and new sales staff are no different from training, not a complete training system, training to implement across the board, resulting in some arrangements the effect of poor training.2. The design of performance evaluation indicators unreasonableIndicators of the original performance appraisal is not conducive to encourage the sales staff do a good job of marketing efforts based on the neglect of customer satisfaction and network-building and other important market indicators. KPI indicators cover sub-parts become excessively tight and detailed, so that front-line sales staff to bear too much examination of the project, resulting in its efforts to enhance the effectiveness of sales incentives are dropped.3. Pay an advance of sales staff do not have a strong incentive effects model Pay the existing sales staff to implement the cost control, monthly advances, the management of the annual balance of payments clearing mode of operation so that sales personnel are not immediately reflect the current efforts, with the year-on-year sales of the aging effects lead to decreased motivation.4. Unreasonable cost of sales royalty designDeduct a percentage of sales the cost of the existing model did not fully take into account the ease of market and customer demand for different products and over-reliance on the beginning of the year by splitting the sales objectives of the regional plan, pay no effective manifestation of fairness.5. Sales career a lack of unified planning and managementFor career sales staff are not included in the management of a whole, ignoring the sales staff of different ages in different stages of the pursuit, it does not take into account sales in different business cycle with changes in experience and ability can play different roles. Stimulate the implementation of the overall pattern across the board, ignores the difference between the market and sales of individual differences, leading to decreased incentive effects.Having analyzed the research literature related to organize and, in conjunction with DL practical, the paper proposed for the first time the market variables, client variables, variables such as occupational cycle sales incentive effect, and thus DL sales personnel, including sales training, performance appraisal, Designed salary, career cycle, including the overall management system incorporated into the incentive system, re-optimize the design.1. Sales training in commercial vehicle sales business in accordance with the relevant research, this article will be based on length of employment is divided into four sales cycle, that is, into the period, growing, maturing, recession. According to the four stages of sales ability, experience, interests, different needs, customized training, respectively, request training, quality training, the ability to elevate and inspire the work of combining multiple roles played by training. In order to ensure the effectiveness of training, this article will put forward the institutionalization of training, content standardization, periodic evaluation of regulatory requirements and the design of the relevant table.2. DL in the performance appraisal of sales personnel to optimize the performance appraisal system, the focus of analysis in this article takes into account differences in regional markets, differences in customer and product sales performance differences in evaluation of the fairness of the impact, combined with the requirements of corporate marketing strategy, re-designed KPI target, that is, market share, customer satisfaction, inventory turnover rate, network coverage, the contribution rate of new target five key evaluation form as a KPI. To promote communication, to play a role in commercial vehicle sales team, design the ability to measure the attitude of form, through the director, colleagues and subordinates of the cross-evaluation, to fully reflect individual performance. 3. The role of the pay structure of pay and health care, the main role of incentives, according to the theory of pay, wages can be divided into internal and external pay salaries, pay at other than this article mainly analyzed and summed up the industry first various manufacturers pay the existing sales model, can be broadly divided into the following six kinds of ways, namely:(A) base salary + traveling cost+ business royalty funding;(B) base salary + traveling cost + funding goal bonuses;(C) basic salaries + traveling cost + performance pay funding;(D) annual salary + annual performance bonus system;(E) team performance salary + team of financial assistance Several of these models can be attributed to the fixed basic salary + variable pay both the model, but also reflects the sales process and the results of both sales performance management objectives. Weak competition in the market, regional market differences and individual differences in sales and product differentiation are relatively small, the above model in several sales force should be able to satisfy most needs of the construction. Over the past few years, DL sales separately remuneration model has been general contractor, the contractor + cost control model, royalty + cost + base salary management model, the existing pay formula can be expressed as: Annual total income of the individual T = (a monthly salary of M)×12 + travel grant P-travel expenditure C + (annual sales of X×sales royalty factor I) / Office of the number of N.Although existing models have improved, but the regional market is still not resolved the issue of unfairness between product and individual differences cause distortions in the incentive problems. To this end, this article from the salary-related theory, focus on taking into account the remuneration paid to the way the principle of equity, market and customer variables, the re-design of the remuneration paid to adjust income and expenses for the separation of the role will be to protect and stimulate the role of separate Finally, for the express use of the formula: Total revenue T = (month basic wage M + Number of years of wage Y) + commission wage assessment D2 + Special Bonus + travel subsidies; (Note: Rt express the actual assessment on individual wages, Qt that individuals receive the quarterly contest prize)To keep the risk of market volatility, reflecting sales of long-term role of the market construction, and the other the introduction of market risk fund system at the same time to fill due to the effects of abundance.4. In this paper, DL career sales company for commercial vehicles on the career cycle, the demand for performance and incentives for their implementation of administrative and technical management of dual-channel growth.Administration channel growth mechanism is as follows:Internal trainee (6 month) sales representative (one year) Operations Assistant (1 year) business manager (3 years), vice Manager (2 years), the provincial manager (3 years) Senior Manager (or Manager)Growth mechanism for technology access are as follows: Sales Manager (2 years), assistant marketing division (2 years) marketing division (3 years), Advanced Marketing division.Taking into account the sales staff to engage in a longer sales cycle encountered by occupational questions personal growth, family problems, improve self-questions such as, design a flow job rotation and promotion to encourage sales of long-term services for the enterprise.Finally, drawing on marketing of the product life cycle theory, an analysis of four typical sales cycle of occupational demand incentives designed incentive points, and the complexity of the market for commercial vehicles, will exit transition and career after the sale management requirements into the extension staff to encourage them to own businesses, can exert their marketing experience, can produce a model for other officers of incentives.In this paper, DL, as the study, the system design of the commercial vehicle sales incentive system, to build a market-based performance, customer characteristics, professional experience for the elements of the commercial vehicle sales personnel career management and remuneration system in order to achieve personal progress and companies to develop a combination of individual effort and teamwork combine career and family life, the sustainable development of relatively stable combination of the three harmony and to constitute a complete and work can be applied to the practice of good sales staff incentives system.