Evaluation On Sales Ability Of Small And Medium-Sized Enterprises

Small and medium-sized enterprises are the groundwork of a prosperous market and play a role in enhancing economy and improving peoples’ living standard.Along with the advance of reform in our country,the importance of small and medium-sized enterprises has gradually showed. Small and medium-sized enterprises account for 97% of all enterprises, more than 60% of industrial production value and over 50% of revenues are produced by these firms.Small and medium-sized enterprises are playing positive important roles in national economics. But most of small and medium-sized enterprises,because of limited resource and small scales,can not get priority position when compete with large companies and do not have strong ability of withstand market risk. How to promote the development of small and medium-sized enterprises has been the focus of business circles and scholars. Sales means a activity involved in the selling of product or service to consumers.Under the present circumstance of market economy,only sales activity could increase company profit in all of operational activities of enterprise. The performance of sales activities has effect on the market share of goods and services.Based on the domestic and abroad existing research,this paper defines the concept and analyses the connotation,characteristics and affecting factors of sales ability,describes the principles, approaches and procedures of evaluating the sales ability, and select 17 indexes from product ability, power of organization, customer relationship management and efficiency evaluation of sales to build the evaluation index system. Then this paper use analytic hierarchy process to conform the weighting coefficient of all the indexes in the index system.In this paper,Dongling company,for example,through empirical study of the company’s sales ability,to point out the problem of its sales activity and give some appropriate suggestions.At present a lot of experts and scholars are devote to the research of marketing ability but there is a little research paper of sales ability.Starting with analysis of sales ability,this paper build the evaluation index system by qualitative and quantitative research methods.The executives of Dongling company accept the result of empirical study,whichproves to some extent the rationality and practicality of the research and provide a reference to evaluating a company’s sales ability.