Sales professionalism 20

 

By: Dr. M. ShehabBy: Dr. M. Shehab

All rights reserved to the writer

 

Sales person performance

 

One of the famous word you will hear when you join sales career is performance. Your manager will say to you must increase your performance, you are higher performer, you are lower performer and so on.

 

So we want to know what is performance, what it means, how you can increase, what are the benefits to increase your performance. Actually for all jobs there is performance especially professional one.

 

Sales person (medical rep) performance as being comprised of behavior (the activities salespeople perform), and outcomes resulting from behavior (1985 Churchill, Gilbert).

 

Sales performance is a function of Ability and Effort. Ability; comprises the knowledge and skills necessary to perform the job (behavioral based). Effort is made up of time spent working and the energy and concentration applied during that time (outcome based).

This means performance is related to outcome-based perspective which focuses on objective measures of results with little monitoring or directing by sales managers and behavior-based perspective incorporates complex and often subjective assessments of salesperson characteristics and behaviors with considerable monitoring and directing of by his manager. This means behavior based performance is more controllable and directed by managers than outcome based.

We can say that behavioral based performance is qualitative like; Product knowledge, selling skills, doctors relationship (loyalty) and Personality traits (Attitude).

Outcome based is quantitative like; number of calls, number of calls to potential doctors, frequent of calls, average daily visits, coverage rate, application to promotional plan (list accuracy), and sales volume.

Monitoring and evaluating medical reps performance has some benefits that it help managers to detect whether medical reps are aligning with organization objectives or not. It can also help in deciding the corrective action of lower performance.

Medical rep performance helps to prepare a future action plan for the sales personnel and fulfill the organizational objectives. It also helps in improving the relationships between the sales force and supervisors by minimizing suspicion and improving interaction.

 

In the next articles we will discuss different performance categories, how we can improve our performance and role of coach manager in this

 

I will be happy with your comments. Mohamedshehab99@hotmail.com https://www.facebook.com/Bepac2012