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奖金能提高销售人员的工作热情、促进销量,这一观念似乎早已深入人心。但哈佛商学院近期的一项研究发现,这个道理并不适合所有场合,有时候甚至会起到反效果;关键在于销售人员获取奖金的条件。美国劳工部数据显示,全美有超过1400万人受雇于各类企业的销售部门,占到全国劳动力的10%。而公司每年支付的销售人员成本占到了全部收入的10%。在B2B公司,这项成本更高。如何有效发放销售奖金,是各大公司十分关注的课题。
The idea that bonuses can improve the enthusiasm of sales people and promote sales is a long way from that. However, a recent Harvard Business School study found that this truth is not suitable for all occasions, and sometimes even counter-productive; the key lies in the conditions for the sales staff to receive bonuses. According to data from the U.S. Department of Labor, more than 14 million people in the United States are employed in the sales departments of various types of enterprises, accounting for 10% of the national workforce. The company paid sales staff costs accounted for 10% of total revenue each year. In B2B companies, the cost is higher. How effective payment of sales bonuses is a topic of great concern to major corporations.