If organization and processes are optimally aligned with the sales target, success in sales also depends on the skills and motivation of the sales individuals. That is why qualification and sales steering should also be considered. Another topic that is critical for success is the definition of Key Performance Indicators (KPIs) in sales.


Skills and motivation of sales individuals are two dimensions connected to "soft" assessment criteria. These two dimensions can be measured, either directly by means of personnel assessment methods or indirectly via Sales-KPIs.

Fields of action

Although much of sales success depends on personnel characteristics, ongoing training is also essential for individual performance. The content of continuing education includes classic sales training that teaches selling techniques, as well as specific seminars that focus on value argumentation and price implementation. Moreover, product and service related knowledge should also be taught. From our experience we know how important it is to "translate" technical details into concrete customer utility.

Monetary compensation is a central incentive for successfully selling. Using advanced bonus systems allows the inclusion of differentiated targets, such as pushing sales for a new product, into compensation schemes. This helps set the right goals and incentives for sales.

Effective sales steering cannot be accomplished without Key Performance Indicators (KPIs). These can be calculated on a global and an individual level. Prominent examples of KPIs are sales revenues or contribution margins per team or individual or the average discount level. The most important KPIs for decision making should be provided to sales or company management in the form of dashboard or cockpits that are updated continuously.

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