The advantage of the salary system scheme of "basic salary plus commission" or "basic salary plus commission plus expense (profit) assessment" is that it can fully stimulate the fighting spirit of marketers, and the income is generally very low, with the minimum guarantee. However, its disadvantage is that it does not take advantage of the internal flow of marketers to attract more outstanding talents to join, because the existing market has been contracted by the original marketers, and the flow of personnel means that the original interests have been redistributed, while the market in a favorable position is occupied by old people and newcomers are unwilling to enter. Long-term persistence will lead to the aging of marketing team and the loss of market vitality.
In the salary system scheme of "basic salary plus bonus" or "basic salary plus bonus plus expense (profit) assessment", the bonus of marketers is determined according to the current situation of each market and the positioning of enterprises in the market, and obtained according to the proportion reached. Its advantages lie in the mobility of internal marketers, the control of labor costs, and the absorption of outstanding talents from outside. Its disadvantage is that the income of marketers is limited accordingly, and they can't get too high income like commission. In the transition from "basic salary plus commission" system to "basic salary plus bonus" system, they may be resisted by marketers who have earned more commission. This paper mainly discusses the salary system scheme of "basic salary plus bonus plus cost assessment".
So from what aspects should enterprises set up the salary system?
I. Basic salary
(1) The basic salary is the guarantee to ensure the basic livelihood of marketers, and it is also the guarantee to ensure the basic stability of marketers and increase their sense of security. Otherwise, when an enterprise doesn't even have basic living security, it is difficult for marketers to work with peace of mind, let alone the cohesion of the team.
(2) The basic salary is generally determined according to the actual situation of the enterprise, the local basic salary level (not lower than the minimum living guarantee approved by the government) and the basic salary of competitive enterprises.
(3) The basic salary can be divided into certain basic salary levels according to different post marketers and the same post marketers. For example, the basic salary of marketers in different positions is different (for example, the basic salary of a marketing director is 6000 yuan/month, and the basic salary of a regional manager is 4000 yuan/month, etc.). ) and the marketing staff in the same position as the business representative can be divided into certain levels (65438 yuan +0.500 yuan/month for the first-level business representative, 65438 yuan +0.200 yuan/month for the second-level business representative, etc.). ). The basic salary level of enterprises needs to be divided into several levels according to the actual situation of enterprises, but basically the basic salary level of marketers in the same position should be more than three.
(4) It is best not to fix the basic salary of everyone in the same position. According to the evaluation and performance of superiors, it can be determined through comprehensive evaluation, so that for marketers with low basic salary, they can strive to get higher basic salary, thus stimulating their morale, while for those marketers with poor performance and declining performance, their basic salary can be reduced, thus causing pressure on them at work.
(5) It is best not to participate in the hard index assessment of enterprises, such as sales volume. Even if you participate in the assessment, you should also participate in the assessment of soft indicators (such as execution and work attitude, which can be directly assessed by superiors), and the assessment ratio should not exceed 10% of the basic salary ratio. This is because, as mentioned above, the basic salary is the basic living guarantee for marketers. If the basic salary participates in the hard index assessment, the assessment ratio is too large, which actually becomes the basic guarantee that cannot be guaranteed. However, a small proportion of soft index assessment of marketers will give them appropriate pressure, which is also conducive to the team management and work promotion of superiors.
2. Bonuses.
(1) Bonus is the main source of income for marketers. At least bonuses account for 50% to 60% or more of the total income structure of marketers. This is mainly to make the income of marketers mainly reflected by performance, so that they can generate enough pressure and motivation.
(2) The bonus for marketers can be divided into two parts: overall product sales and special product sales (mainly referring to new products, high-profit products and important products of enterprises). The weight of these two parts is determined by the enterprise according to its own actual situation. For example, if the bonus coefficient of a marketer is 5000 yuan/month, it can be divided into two parts: the overall sales amount is 2500 yuan and the sales amount of special products is 2500 yuan. Then his bonus calculation method for a month is: 2500 yuan * overall product sales achievement rate * overall product sales right weight +2500 yuan * special product sales achievement rate * special product sales right weight = (Remarks: * stands for multiplication,+stands for addition). The purpose of doing this is to urge marketers not only to improve the overall sales volume of their own markets, but also to actively promote new products, high-profit products and key products of enterprises to achieve profits in various regions and markets.
(3) The assessment indicators are formulated according to the historical sales volume of the market or region, the overall target volume of the enterprise, the resource investment and planning of the enterprise in each market or region.
(4) The bonus of marketers can be divided into two parts: monthly bonus and annual bonus, and can also be divided into three parts: monthly bonus, quarterly bonus and annual bonus. The monthly prize is paid by the marketing staff in the current month, the quarterly prize is paid once a quarter, and the annual prize is paid once a year. The proportion of monthly bonus, quarterly bonus and annual bonus in the whole bonus system of marketing personnel is determined by the enterprise according to the actual situation of the enterprise, but generally speaking, in the overall bonus structure, the proportion of monthly bonus is appropriately larger, and the proportion of quarterly bonus and annual bonus in the bonus structure of marketing personnel can be different as far as possible. The higher the position, the higher the proportion of quarterly bonus and annual bonus in the bonus structure. The reason for this setting is to increase the stability of the marketing team; Second, it is necessary to cultivate the marketing staff's sense of overall planning, so as to maintain the stability or steady and sustained growth of the market, instead of letting the sales volume of the market fluctuate in a certain month. The reason why quarterly awards and annual awards account for a large proportion in the bonus structure is that the higher the job category, the stronger the awareness and ability of the overall market planning.
(5) Like the basic salary setting, according to the marketing personnel of different positions and the marketing personnel of the same position, a certain bonus level is divided. And set the standard system of automatic bonus increase and decrease. For example, for marketers whose target achievement rate is above 100% for two consecutive months, the bonus will automatically increase by one level from the third month, and for those whose target achievement rate is below 80% for two consecutive months, it will automatically decrease by one level from the third month. Thus, it forms a good mechanism for marketers to improve bonuses through performance appraisal rather than through the back door and networking, which is conducive to establishing an "open, fair and just" distribution and competition environment and mechanism. Remarks: In the system, it needs to be clear that each marketer can only reach the highest level of his job, but not the bonus level of his last job. For example, the demotion and upgrading of the regional manager can only be promoted to the highest level of the regional manager's bonus, but not to the regional manager's bonus level.
(6) In order to ensure that the enterprise's goals reach a certain level, it can be stipulated in the plan that marketers who fail to reach a certain target rate will not be given bonuses. For example, marketers who set the target achievement rate above 70% can get the corresponding bonus, then marketers who set the target achievement rate below 70% can't get the bonus.
Three. Cost (profit) evaluation:
(1) Expenses and profits are two sides of the same question. If the expenses (profits) of marketers are not assessed, it will be difficult to ensure the effective use of marketing expenses and the realization of corporate profit targets.
(2) Many enterprises want to realize the profit assessment of marketing personnel, but the results often run counter to the wishes of enterprises. This is because many enterprises regard product profit rate * product sales volume as the profit assessment of marketers. This method is feasible in theory and from the financial point of view, but it is difficult to work in practice. This is because profit is a result. Marketers, especially those with low positions, don't know how to calculate the profits of enterprises. They don't believe that the profit rate of products provided by enterprises is real, but in reality, the profit rate of products is dynamic, not to mention that enterprises will have many product varieties. Therefore, it is difficult for them to recognize this method of profit evaluation and calculation.
(3) For the majority of marketers, they are more willing to accept cost assessment and product structure assessment, and when these two assessments are in place, the profits of enterprises will naturally be realized. (The product structure assessment has been explained in the special product sales assessment in the bonus system. )
(4) If an enterprise wants to achieve its profit target, the use of expenses and the effectiveness of product structure will play a vital role. It is better to strengthen the control of marketing expenses and improve the product structure of enterprises than to simply assess profits.
(5) The expenses of each region are divided into fixed expenses plus mobile expenses controlled by each marketing manager and mobile expenses reserved by the headquarters. Fixed expenses are expenses that must be implemented in all fields set by enterprises, which are rigid and unchangeable; The circulating expenses controlled by the marketing manager can be used or not with the approval of the marketing manager within the authority, and if used, it will be included in its expenses; The mobile expenses reserved by the headquarters are the expenses reserved by enterprises to deal with market emergencies. If all regions want to use this part of the expenses, they need to apply to the relevant leaders for approval before they can use it. If they are used, they are included in their expenses.
(6) Appropriately delegating the authority for examination and approval of expenses is a necessary measure to improve the quick response ability of the market, improve the effectiveness and timeliness of the use of expenses, and improve the profits of enterprises.
(7) Enterprises can check the assessment expense rate of each region according to the expense rate of each region and the resources invested in the region in the past. Generally speaking, it is enough to evaluate the expenses to the level of the regional manager.
(8) The cost assessment should be based on the established cost rate, that is, if the actual cost exceeds the cost rate, it will be punished, and if the cost is saved, it will be rewarded.
In addition, the assessment of special plans is also very important. Special plans mainly include new product promotion plan, new market development plan, innovation plan and product structure adjustment plan. These schemes will also have an impact on the income and promotion of marketers, so they also need to attract the attention of enterprises.
A good salary system scheme can make enterprises make great achievements, and enterprises that are still worried about their own salary scheme may wish to adopt the above salary system scheme formulation skills and strategies to make modifications.