Setting Performance Standards & Measures for Sales Team

Marketing Institute of Singapore - Executive Development

Course introduction

Knowing how well one is doing is vital not only for the employee but especially for achieving the goals of the organisation. For the individual performance appraisal provides a platform for knowing where he stands with his boss and where he might improve to help the company succeed. It is also a way for supervisors and managers to establish a fairer way of knowing who the better performer is. Appraisals should also be a time to build a better relationship with others to get an understanding of each other's point of view. Effective performance management should talk mostly about what needs to happen in the future and what skills a person will need to improve in order to ensure the performance objectives are met. It should be a dialogue of sharing what has happened and what can be done to improve the situation in the future. It should not be used just to talk about negative behaviour and mistakes. This course will look at the purpose of performance appraisal, what benefits arise from doing them for the individual, the supervisor/manager and the organisation. It will discuss the problems and issues involved and provide an opportunity to improve the skills necessary for conducting a successful interview.

Target Audience

This course is specially designed for Managers or Section Heads from the respective departments who are required to formulate, track, report & improve the KPIs for their Sales Team via the development of KRA from the sources of Business Strategies & Daily Work Activities.

Course Outline

Learning Outcomes:

  • Understand clearly the concept and goals of performance management and appraisal
  • Know the factors that contribute to the success of developing KPIs and how to link to the business plan
  • Understand the importance of creating input, output and outcome measures
  • Develop skills in planning and conducting appraisal meetings
  • Understand the objectives of consistent appraisal to avoid confusing the appraisee
  • Be able to set SMART performance goals/KRAS that complement organisation vision, goals & objects for next review
  • Set tracking and exploring mechanism
  • Understand critical success factors relevant to using KPIs
  • Manage poor and non-performance staff that comply with labour laws & industrial court precedents
Course Outline:

The Impact of Performance Management on Organisational Effectiveness
  • Icebreaker: How performance management supports the achievement of business objectives
An Overview of the Performance Appraisal Process
  • What is performance management and its benefits
  • Establishing the role of an appraiser and appraisee
Linking your Goals to the Business Plan
  • Transforming organisation strategic directions, operational reports into KPIs
  • Types of performance measures
  • Input measures
  • Output measures
  • Outcome measures
  • Responsibility listing to identify the success measures of your department
  • Financial: business/cost measures
  • Customer/Stakeholder measures
  • Operational & Processes Efficiency measures
  • Employee/Department – Learning & Growth measures
  • Group work: creating department success measures
Best Practice Principles Underlying Successful Performance Management & Effective KPI Identification for Sales Team

How KPIs can Drive Behavioural Changes
  • Job performance
  • Career development & progression
Setting Clear & SMART Objectives & Key Result Areas (KRA)
  • Group-work: well-written or poor-written examples
  • What is Key Result Areas
  • Group work: create the department KRAs
  • Clear vs. Vague Objectives: the common challenges
  • How to identify key result areas and objectives
  • Sample KRAs
  • Case study: “Objective-setting – Analysis and Evaluation”
  • Target setting: elements of SMART & 3W + 1H concept
  • Identifying key performance indicators
Tracking of KPIs & Exploring Tracking Mechanism

Feedback & Periodic Review of KPIs to Deliver Result
  • Managing the communication process in appraisal meetings
  • Video case study: “The Empowering Appraisal”
  • How to get employees to gain ownership of improving their performance
  • Giving feedback using a performance management checklist
  • Summarising feedback and establishing action plans for the next year
  • Reviewing objective setting: skills & issues
  • Handling Poor & Non-performance that comply labour laws & industrial court precedents
Critical Success Factors Relevant to Using KPIs
  • Summarising the discussion and key areas
  • Documenting the discussion
  • Daily management through MBWA, Coaching & Counselling
  • Key Learning Points

Available Course Sessions

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Trainer Profile

Tina McDowell

Tina McDowell has been a trainer and consultant for the past 23 years. She has helped hundreds of people realise their potential as employees for their organisations. By making her courses highly participative, she instils a certain flavour of excitement in participants to improve at their jobs. In 1997, she inspired a group of people in Union Carbide to win the Chairman's award for winning behaviours, productivity and costs saving.

Her experience includes conducting presentation skills, selling skills, sales & negotiations for sales executives & procurement executives. She has worked with sales executives and engineers in Nokia, Schlumberger & Texas Instrument Philippines to analyse their sales strategies to enhance partnership and engagement with the customers.

She has also done consulting work in many of the Asean countries including Singapore, Malaysia, Brunei, Thailand, Hong Kong, Indonesia, Taiwan, Korea, China, and Philippines.