Research On The Performance Evaluation Of The Sales Staff Of Small And Medium-sized Commercial Enterprises

Distribution of small and medium-sized enterprises in the catering, wholesale, retail and other areas, to provide convenience for the lives of the residents, to contribute to the prosperity of the economic development of a force. Small and medium-sized commercial and trade circulation enterprises belong to sales oriented enterprises, enterprise development and growth mainly rely on sales staff daily by creating income. Thus, sales personnel in the small and medium-sized commercial and trade circulation enterprise daily business activities plays a important role. But there are quite a few problems in the evaluation of the performance of the sales personnel, such as confusion of concept, incentive system is not perfect, index set unreasonable, lack of cultural construction, communication and feedback, evaluation methods unreasonable and salary setting unreasonable etc., seriously affected the growth of the development of small and medium-sized commercial and trade circulation enterprises. Therefore, how to make a reasonable performance evaluation of the sales staff, seriously troubled the management of small and medium enterprises. But the study on the small and medium-sized commercial and trade circulation enterprise sales in China are relatively small, especially in terms of performance evaluation, enterprises do not have a reasonable performance evaluation system, which seriously affected the future of the development of small and medium-sized commercial and trade circulation enterprises. Therefore, the establishment of a reasonable sales staff performance evaluation system for small and medium-sized commercial circulation enterprises is very important, not only can improve the enthusiasm of the sales staff, but also to promote the rapid development of enterprises.This paper firstly introduces the theory of performance management and performance evaluation. Secondly, use the questionnaire to find out the status of sales staff performance management, find out the problems existing in the performance evaluation, and analyze the factors that affect the performance evaluation. Then for small and medium-sized commercial and trade circulation enterprise sales personnel to design performance evaluation system, the software Spass22.0 using factor analysis on the impact of small and medium-sized commercial and trade circulation enterprise sales staff performance evaluation index were analyzed, the proper classification and to determine the performance evaluation index weights corresponding, established a set of suitable for the index system of performance evaluation of the small and medium-sized commercial and trade circulation enterprise sales staff, based on the determined performance evaluation subject, using the Delphi method to obtain the evaluation result; and the sale personnel’s performance appraisal of the performance evaluation system is applied to an trade circulation enterprises of sales, to verify its effectiveness and analysis the advantages and disadvantages of its application. At last, the paper puts forward the guarantee measures for the performance evaluation of the sales staff in the small and medium-sized commercial circulation enterprises and the problems that should be paid attention to during the course of the implementation.In this paper, for the small and medium-sized commercial and trade circulation enterprises and sales personnel to establish the effective performance evaluation system, making performance evaluation is simple and easy to understand, easy to understand the sales staff, at the same time the performance evaluation process more transparent and open.