頁籤選單縮合
題 名 | Motivating the Sales Force=銷售人員的激勵 |
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作 者 | 陳素娟; | 書刊名 | 實踐學報 |
卷 期 | 25 1994.06[民83.06] |
頁 次 | 頁277-297 |
分類號 | 496.55 |
關鍵詞 | 銷售人員; 激勵; |
語 文 | 英文(English) |
中文摘要 | 銷售人員的激勵,多年來一直是公司管理上一個重要而難以解決的問題。一個良好的激勵措施必須兼具效率度與滿意度,學者們已發展出幾種理論來解釋它,諸如馬史洛(Maslow)理論及期望理論……等。 通常被認為最重要的激勵工具是銷售人員會議、銷售配額、銷售競賽、褒獎等,有些公司運用起來得心應手,有些卻效果不彰。激勵方式必須和公司的目標融合,而且在相關市場上具有競爭性,必須配合公司之特殊需要,具有彈性,且需要經常修改,金錢與非金錢之獎勵並重。高階管理者、銷售經理、行銷經理及銷售人員都應參加激勵方式的訂定。 報酬與褒獎通常和配額之達成度有關,所以配額之設定是非常重要的,它影響了銷售人員之活動。銷售人員需要不斷的訓練以增強銷售技巧、豐富產品知識……等,但必須考慮成本效益,因市場環境隨時在變,所以激勵制度必須經常檢討、修改。 |
英文摘要 | The motivation of the sales force has for decades been a sales management function which has been difficult to accomplish. A well design motivation process will motivate salesperson effectively, and perform satisfactorily. Sales force motivation is complex phenomenon and numerous motivation theories have been applied in an attempt to explain it, such a Maslow's theory and expectancy theory,…etc. The most important motivators of salesperson are sales meeting, sales quotas, sales contest and recognitious awards. However, some companies run very well, whereas some companies don't run smoothly. The motivation program must be totally integrated with corporate goals and should be competitive in the relevant market and must be tailored to the specific requirement of the particular company. Incentive schemes should be flexible and be reviewed regularly, and should recognize that money and non-cash incentives are equal important. Top manager, sales management, marketing management, salespeople should involve in the design of incentive plan. Compensation, recognition award are often related to the degree of quota fulfillment. Therefore quota setting betting becomes the most important that affluence the sales activity. Salesperson need a lot of training to enrich selling skills, products knowledge, … etc. But the performance must cost-effective. Since market realities are constantly changing, the motivation programs should be reviewed regulary. |
本系統中英文摘要資訊取自各篇刊載內容。