Hunan J Group Deshun 4S Store Sales Staff Performance Management Optimization Research

Hunan J Automotive Trading Group(referred to as Hunan J Group)is a group company that operates an internationally-renowned car brand authorized 4S store,and is the largest imported automobile dealer in Hunan.Currently,it operates automobile brands Volkswagen(imported Volkswagen)and KIA(imported Kia).Acura,Volvo,Bentley.The Group owns 17 camps at 4S stores and 5 automotive business subsidiaries.Deshun 4S shop is a 4S shop that manages imported Volkswagen brand under the jurisdiction of Hunan J Group and sets up 6 departments.This article takes Deshun 4S shop sales department as the research object,aiming at the problems of poor sense of ownership,high turnover,low loyalty,lack of initiative to create value,and lack of enterprise stickiness of the sales staff of Deshun 4S shop,and apply performance management theory.Based on the existing excellent research results,we optimized and designed a set of performance management solutions for sales personnel.This paper applies the questionnaire survey method,quantitative evaluation method and AHP method to optimize the performance management of the sales staff of Deshun 4S store,and draws the following three conclusions.First,Deshun 4S shop has a young,highly educated,experienced sales team.However,the sales force performance management system of the company is relatively simple.It does not match the strategic objectives of the company,the design of the index system is not reasonable,the indicators are not digitally quantified,the performance plan is incomplete,the performance process is not rigorous,there is no comprehensive communication and feedback,and the performance evaluation results Problems such as inadequate use.The main causes of these problems are:the assessment criteria are too subjective,the content of the assessment is irrational,the performance assessment is in the form,and the performance assessment indicators are frequently replaced.Second,in order to solve the problems that existed above,we designed a sales force performance management optimization program.The program mainly includes design ideas,establishment of a balanced scorecard for the company and sales department,setting of sales staff assessment indicators,determination of weights using the hierarchy method,design of salesperson performance personal assessment cards,and application of performance assessment results.Third,Deshun 4S stores took corresponding measures in the leadership of performance assessment,implementation of performance assessment training,improvement of performance systems and construction of performance assessment culture to ensure the smooth implementation of sales personnel performance management optimization program.