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Sales Rep Annual Sales Skills Audit (Performance Review

)
Sales Rep:

Sales Manager:

Date:
Knowledge

Function

Questions to Consider

How to Assess

Product

Product knowledge is
critical in order for the rep to
educate the customer, as
Does the rep demonstrate a full
well as match solutions to
knowledge of all company
customer needs
products and services?

Test, Observe

Industry

Industry knowledge is
important for the rep to
educate the customer and
build credibility

Does the rep demonstrate a
knowledge of their industry?

Test, Observe

Competitor knowledge is
esential to anticipating and
addressing objections.

Does the rep have basic
knowledge of competitors'
products, services and value
proposition?

Test, Observe

Competitor Intelligence
Total
Sales skills

Function

Questions to Consider

How to Assess

PREP: Prospecting

Prospecting helps build the Does the rep proactively identify
pipeline of qualified
and qualify customers to fill their
potential customers
pipeline?

Ask rep, Observe

PREP: Needs Analysis
Questions

Proper needs questions
impact the developent of
customer conversations

Has the rep prepared needs
questions to generate interest?

Ask rep, Observe

PREP: Reference Stories

Reference stories build trust
and position the
organization's products and Has the rep prepared reference
services
stories for sales conversations?

Ask rep, Observe

CALL: Gatekeepers

Building relationships with
gatekeepers is key as they
control calendars and often Does the rep deal efficiently and
influence decision makers effectively with gatekeepers?

Ask rep, Observe

CALL: Opening

Helps the rep avoid call
reluctance, keep the
balance of power equal with
the customer and set the
customer at ease

Does the rep use a routine call
opening and call outline? Do they
verify decision maker? Identify
himself/herself? State the
compelling reason for call?
Ask rep, Observe

CALL: Needs Analysis

Probing for active needs
and issues ensures that
benefits are presentations
are tailored. Also creates a
conversational tone

Does rep probe for active needs?
Does rep listen well and ask
appropriate follow up questions?

Ask rep, Observe

CALL: Budget

Budget is critical to avoid
investing unnecessary sales
energy where an
opportunity does not exist
and to present solutions
affordable for the potential
customer.

Does the rep ask about and prequalify the budget the customer
has available? How does the rep
probe for budget?

Ask rep, Observe

CALL: Buying Committee

Buying committee
identification is critical
because often decisions are Does the rep ask about and premade by more than just the qualify the buying committee (if
representative’s contact.
applicable?) How do they do this? Ask rep, Observe

Rating

Notes/Recommendations

Rating

Notes/Recommendations

ethical and believable Competency Necessary to show the rep will deliver upon promises and the organization supports them to do so Does the rep always do what they say they will? Is their follow through consistent? Can their word be counted on? Does the rep have the knowledge/skills to meet the customers' needs? Does the organization provide the rep with everything they need to fulfill customers' needs? Ask rep. responded to in a timely fashion? Territory planning Total Consultative Behaviors Effective territory planning ensures that reps' time is spent strategically and efficiently Review documents Spot-check. clarify and transition) method to overcome objections? Ask rep.CALL: Risk Risk identification and amelioration are critical to completing the sale. conversational presentations of products/services is essneital to educate the customer and close deals Does the rep present products/services as a solution to customer's needs? How do they do this? Ask rep. Does the rep propose a logical “next step” based upon qualified active needs? How do they do this? Do they receive commitment? Ask rep. Ask customer. Observe CALL: Timeline Knowing the customer's timeline is critical to sales efficiency and sales effectiveness Does the rep determine the potential customer’s timeline? How do they do this? Ask rep. Is the work area organized Organizational skills have a efficiently? Is necessary data direct impact on sales entered in CRM? Are emails productivity. territory and account plans? Observe 1-5 Integrity Shows the sales rep is reliable. Observe CALL: Objections Dealing with objections effectively is critical to helping customer make decision to buy? Does the rep use the ACT (acknowledge. Observe CALL: Next Step/Closing At the end of each call. the re must have agreed with the customer on a “next step” from the probing for active needs process. Observe Ask rep. dependendable. Observe . Observe CALL: Cross-sell/Up-sell Total Admin and Planning 1-5 Letter of Understandings (LOUs) Helps clarify the conversations between rep and customer. Observe Does the rep have a territory plan? A key account plan? Does the rep allocate time according to their Review documents. Observe This skill is critical to help the customer buy and provide overall solutions to customer needs Does the rep present overall solutions to drive cross-sells? Does the rep look for and take opportunities for up-sell? Ask rep. Does the rep ask about and deal with the potential customer’s risk evaluation? How do they do this? Ask rep. and expected next steps Does the rep quickly and clearly summarize the call? Are next steps and timelines for completion clearly communicated? Review documents Proposal Creation Effective proposal creation ensures information is clearly communicated to facilitate buying decisions Are the products/service clearly explained? Do they address the customer need? Administrative-CRM. Ask customer. Etc. Observe CALL: Presentation Effective. Reporting.

relationship to the rep the customer's successes? Observe Pro-Activity Helps customer feel that the rep is looking out for them and will go above and beyond Does the rep reach out to the customer on their own? Does the rep pay attention to information that impacts the customer's Ask rep. Observe Savvy Total Grand Total Scale 5 .needs improvement 1 . Ask customer. Ask customer. Ask customer.Recognition Does the rep find ways to This helps demonstrate the recognize and award the importance of the customer customer? Does the rep celebrate Ask rep. Observe Having and leveraging an in-depth knowledge of the customers' business helps build trust and a trusted advisor relationship with the rep Does the rep recognize pattern in the customer's business? Is the rep candid with the customer? Does the rep help the customer justify their spend? Is the rep concerned for the customer's personal success? Does the rep make the customer proud? Ask rep. Ask customer.meets expectations 2 .unacceptable .exceeds expectations 3 . business? Observe Chemistry Ensures a friendlier and more efficient working relationship because rep and customer genuinely like working together Do the customer and rep interact easily and frequently? Do they genuinely like each other? Do they share common interests? Ask rep.proficient 4 .