PENILAIAN PRESTASI KERJA (KINERJA) WIRANIAGA

Penilaian Prestasi Kerja :

“Sebuah sistem formal untuk memeriksa/mengkaji dan mengevaluasi unjuk kerja (kinerja) seseorang secara berkala”

Tujuan : Sebagai dasar pengambilan keputusan untuk :

a. mempromosikan pekerja yang berprestasi

b. menindak pekerja yang kurang berprestasi

c. melatih, memutasikan atau mendisiplinkan pekerja

d. memberikan dan menunda kenaikan imbalan Memberikan umpan balik kepada para karyawan, sehingga penilaian

kinerja dapat berfungsi sebagai wahana pengembangan pribadi dan pengembangan karir

Bila kebutuhan pengembangan pekerja dapat diidentifikasikan, maka prestasi kerja dapat membantu untuk menentukan tujuan program pelatihan

ASPEK-ASPEK YANG DIEVALUASI DARI KINERJA KARYAWAN Evaluasi Formal Kinerja

Dilakukan dengan melihat laporan penjualan.Indikator kunci untuk menilai kinerja penjualan :- jumlah rata-rata penjualan/hari- waktu kunjungan- pendapatan rata-rata/kunjungan- biaya rata-rata/kunjungan- jumlah pelanggan baru- jumlah pelanggan yang hilang

Evaluasi Kepuasan Pelanggan Evaluasi Kualitatif Wiraniaga

Steps in the Development of a Sales Evaluation Program

Planning Managing

Make a detailed

study of the sales job

Write the job description

Establish performance

standards

Evaluate and determine reasons for

salespeople’s performance

above or below

standards

Take action for

improvement

SALES EVALUATION PRINCIPLES1. Realistic

It must reflect territories, competition, experience, sales potential and so forth as they trully are

2. Continous, known, expectedIt must show a salesperson when and how work is evaluated

3. Constructive, not destructive It must show a salesperson what needs improvement and how to improve sales performance

4. MotivatingIt must stimulate a salesperson to improve

5. InformativeIt must provide useful information about a salesperson and the territory for management

6. ParticipatoryIt must involve salespersons in their own evaluation

7. Objective, not subjectiveIt must be based on standards, not on opinions or prejudices

8. FlexibleIt must be adapteble to changing market condition

9. SpecificIt must fit the company and the sales force involved

10. EconomicalIt must be worthwhile in terms of money and time

SPECIFIC MEASURES OF PERFORMANCE

Include two types :

1. The salesperson’s effort, or input

Will show what they did

2. The salesperson’s results or output

Will tell how they didTable 6-1

Input Measures of Sales Activities

STANDARD ACTIVITY MEASURED

Calls per day Time utilization, application

Nonselling activities (public relations, etc)

Application to job, planning ability

Correspondence, phone calls made

Application to job, selling ability

Management of time Business ability, efficiency, attitude toward job

Product, policy, and procedure knowledge

attitude toward company and job, selling ability

Table 6-2Output Measures of Sales Results

STANDARD RESULT MEASURED

Dollar of unit sales volume Dollar or unit “score”

Number of orders written Volume of business , frequency of order taken

Number of reorders Frequency of repeat business, customer loyalty, selling skill

Number of active accounts Territory coverage, potential

METHODS OF SALES FORCE EVALUATION

Ranking

Evaluation method in which all salespeople are listed in order of their performance Rating Scales

Evaluation method in which behavior factors and performance criteria are established and salespeople are evaluated on the extent to which they meet the criteria

Essays

Evaluation method in which sales managers write brief narratives that describe the performance of salespeople

BARS (Behaviorally anchored rating scale)

A five step process used to evaluate sales personnel :

1. Description of specific critical incidents of effective an ineffective sales performance behavior

2. Reviewed and refined into a smaller set of performance dimensions

3. Have another group of sales personnel review the performance dimensions

4. Asked to rate the critical incidents on a 1 to 10 point scale

5. The emergence of the behaviorally anchored rating scales for the set of dimensions that remain