Research On Improving The Performance Appraisal Of Sales Staff In X Auto 4S Stores

A 4S shop is a car sales enterprise that integrates sales,maintenance,parts and information services.Sales are the main direct source of profit for the enterprise.As the leading force in 4S shops,sales staff are vital to the development of the business.Therefore,how to use performance appraisal to improve the performance level of 4S shop sales staff has become a focus of attention for automotive sales enterprises.The subject of this paper is an automotive 4S shop in a second-tier city established in 2013.Since the introduction of performance appraisal in its practice management,the company has continuously adjusted and optimised its performance,but there are still some problems that not only have a significant negative impact on staff motivation,but also hinder the establishment and strengthening of the core competitiveness of car sales enterprises.This paper is dedicated to improving the performance appraisal of the sales staff of X Auto4 S shop,better improving the performance of the auto sales enterprise,making the performance appraisal more humane,and achieving the sales targets and strategic goals set by the Group.Based on incentive reinforcement theory and goal-setting theory as the cornerstones of the theory,this paper uses literature review,questionnaires and interviews as research methods to investigate and analyse the problems of salesperson performance appraisal in X Auto 4S shops in a targeted manner,taking into account the actual situation of X Auto 4S shops and the current situation of performance appraisal of salespeople in this enterprise.The analysis led to the conclusion that the weighting of the performance appraisal indicators for sales staff was unreasonable,the communication of the appraisal was lacking and the results of the performance appraisal were used in a single way.By balancing the performance indicators with the strategic objectives of the company,improving the performance indicators by combining KPI and BSC,strengthening performance communication before,during and after the appraisal,and establishing a grievance mechanism to improve the sales staff’s sense of belonging to the company.Finally,the results of the performance appraisal application are given full play,and performance appraisal results are combined with talent training,performance appraisal results are combined with salary incentive,performance appraisal results are combined with talent promotion,and high performance teams are built,and other performance results application improvement measures are proposed.On this basis,the paper also proposes measures to improve the performance appraisal of X Auto 4S.The main objectives of this paper through the study of performance appraisal improvement in X Auto 4S shops are twofold.Firstly,to improve the operational efficiency and profitability of the enterprise through the performance appraisal of the sales staff of X Auto 4S shop and the subsequent suggestions for improvement;secondly,the findings of this paper have some implications for the improvement of the performance appraisal of the sales staff of auto sales enterprises in this second-tier city.