Sales Rep Annual Sales Skills Audit (Performance Review)

Sales Rep: Sales Manager:

Date:
Knowledge Function Questions to Consider How to Assess Rating Notes/Recommendations
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
Product customer needs products and services? Test, Observe
Industry knowledge is
important for the rep to
educate the customer and Does the rep demonstrate a
Industry build credibility knowledge of their industry? Test, Observe
Does the rep have basic
Competitor knowledge is knowledge of competitors'
esential to anticipating and products, services and value
Competitor Intelligence addressing objections. proposition? Test, Observe
Total
Sales skills Function Questions to Consider How to Assess Rating Notes/Recommendations
Prospecting helps build the Does the rep proactively identify
pipeline of qualified and qualify customers to fill their
PREP: Prospecting potential customers pipeline? Ask rep, Observe
Proper needs questions
PREP: Needs Analysis impact the developent of Has the rep prepared needs
Questions customer conversations questions to generate interest? Ask rep, Observe
Reference stories build trust
and position the
organization's products and Has the rep prepared reference
PREP: Reference Stories services stories for sales conversations? Ask rep, Observe

Building relationships with

gatekeepers is key as they
control calendars and often Does the rep deal efficiently and
CALL: Gatekeepers influence decision makers effectively with gatekeepers? Ask rep, Observe
Helps the rep avoid call Does the rep use a routine call
reluctance, keep the opening and call outline? Do they
balance of power equal with verify decision maker? Identify
the customer and set the himself/herself? State the
CALL: Opening customer at ease compelling reason for call? Ask rep, Observe
Probing for active needs
and issues ensures that
benefits are presentations Does rep probe for active needs?
are tailored. Also creates a Does rep listen well and ask
CALL: Needs Analysis conversational tone appropriate follow up questions? Ask rep, Observe

Budget is critical to avoid

investing unnecessary sales
energy where an
opportunity does not exist
and to present solutions
affordable for the potential
CALL: Budget customer.
Does the rep ask about and pre-
qualify the budget the customer
has available? How does the rep
probe for budget? Ask rep, Observe

Buying committee
identification is critical
because often decisions are Does the rep ask about and pre-
made by more than just the qualify the buying committee (if
CALL: Buying Committee representatives contact. applicable?) How do they do this? Ask rep, Observe
 Risk identification and
amelioration are critical to
CALL: Risk completing the sale.
Knowing the customer's
timeline is critical to sales
efficiency and sales
CALL: Timeline effectiveness
Dealing with objections
effectively is critical to
helping customer make
CALL: Objections decision to buy?
Effective, conversational
presentations of
products/services is
essneital to educate the
CALL: Presentation customer and close deals
At the end of each call, the
re must have agreed with
the customer on a next
step from the probing for
CALL: Next Step/Closing active needs process.
This skill is critical to help
the customer buy and
provide overall solutions to
CALL: Cross-sell/Up-sell customer needs
Total
Admin and Planning
Helps clarify the
conversations between rep
Letter of Understandings and customer, and expected
(LOUs) next steps
Effective proposal creation
ensures information is
clearly communicated to
Proposal Creation facilitate buying decisions
Is the work area organized
Organizational skills have a efficiently? Is necessary data
Administrative-CRM, direct impact on sales entered in CRM? Are emails
Reporting, Etc. productivity. responded to in a timely fashion?
Effective territory planning
ensures that reps' time is
spent strategically and
Territory planning efficiently
Total
Consultative Behaviors
Shows the sales rep is
reliable, dependendable,
Integrity ethical and believable
Necessary to show the rep
will deliver upon promises
and the organization
Competency supports them to do so
Does the rep ask about and deal
with the potential customers risk
evaluation? How do they do this? Ask rep, Observe
Does the rep determine the
potential customers timeline?
How do they do this? Ask rep, Observe
Does the rep use the ACT
(acknowledge, clarify and
transition) method to overcome
objections? Ask rep, Observe
Does the rep present
products/services as a solution to
customer's needs? How do they
do this? Ask rep, Observe
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
Does the rep present overall
solutions to drive cross-sells?
Does the rep look for and take
opportunities for up-sell? Ask rep, Observe
1-5
Does the rep quickly and clearly
summarize the call? Are next
steps and timelines for completion
clearly communicated? Review documents
Are the products/service clearly
explained? Do they address the
customer need? 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
Does the rep always do what they
say they will? Is their follow
through consistent? Can their Ask rep, Ask customer,
word be counted on? Observe
Does the rep have the
knowledge/skills to meet the
customers' needs? Does the
organization provide the rep with
everything they need to fulfill Ask rep, Ask customer,
customers' needs? Observe
 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,
Recognition relationship to the rep the customer's successes? Observe
Does the rep reach out to the
Helps customer feel that the customer on their own? Does the
rep is looking out for them rep pay attention to information
and will go above and that impacts the customer's Ask rep, Ask customer,
Pro-Activity beyond business? Observe
Ensures a friendlier and
more efficient working Do the customer and rep interact
relationship because rep easily and frequently? Do they
and customer genuinely like genuinely like each other? Do Ask rep, Ask customer,
Chemistry working together they share common interests? Observe

Does the rep recognize pattern in

the customer's business? Is the
Having and leveraging an rep candid with the customer?
in-depth knowledge of the Does the rep help the customer
customers' business helps justify their spend? Is the rep
build trust and a trusted concerned for the customer's
advisor relationship with the personal success? Does the rep Ask rep, Ask customer,
Savvy rep make the customer proud? Observe
Total
Grand Total
Scale
5 - proficient
4 - exceeds expectations
3 - meets expectations
2 - needs improvement
1 - unacceptable