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
representatives contact.
applicable?) How do they do this? Ask rep, Observe

Rating

Notes/Recommendations

Rating

Notes/Recommendations

CALL: Risk

Risk identification and

amelioration are critical to
completing the sale.

Does the rep ask about and deal

with the potential customers risk
evaluation? How do they do this? Ask rep, Observe

CALL: Timeline

Knowing the customer's

timeline is critical to sales
efficiency and sales
effectiveness

Does the rep determine the

potential customers timeline?
How do they do this?

Ask rep, Observe

CALL: Objections

Dealing with objections

effectively is critical to
helping customer make
decision to buy?

Does the rep use the ACT

(acknowledge, clarify and
transition) method to overcome
objections?

Ask rep, Observe

CALL: Presentation

Effective, 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, 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.

Does the rep propose a logical

next step based upon qualified
active needs? How do they do
this? Do they receive
commitment?

Ask rep, 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, Observe

CALL: Cross-sell/Up-sell
Total
Admin and Planning

1-5

Letter of Understandings
(LOUs)

Helps clarify the

conversations between rep
and customer, 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,
Reporting, Etc.

Is the work area organized

Organizational skills have a efficiently? Is necessary data
direct impact on sales
entered in CRM? Are emails
productivity.
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, Observe

Does the rep have a territory plan?

A key account plan? Does the rep
allocate time according to their
Review documents,
territory and account plans?
Observe
1-5

Integrity

Shows the sales rep is

reliable, dependendable,
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, Ask customer,

Observe

Ask rep, Ask customer,

Observe

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, Ask customer,
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, Ask customer,
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, Ask customer,

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,

Observe

Savvy
Total

Grand Total
Scale
5 - proficient
4 - exceeds expectations
3 - meets expectations
2 - needs improvement
1 - unacceptable