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
