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Personal cabinetEffective management of sales representatives: KPI, motivation and training
Бібліографічний опис статті:
Yavorskyi Igor. Effective management of sales representatives: KPI, motivation and training//Наука онлайн: Міжнародний електронний науковий журнал - 2025. - №9. - https://nauka-online.com/publications/economy/2025/9/05-32/
Анотація: (English) The transformation of market conditions and the increasing complexity of buyer behavior necessitate a radical revision of established practices for managing sales teams. The mere sequential application of KPI systems, schemes of monetary and non-monetary incentives, or training programs can no longer ensure the required level of performance. This study aims to propose and substantiate an integrated model for managing sales representatives that combines the principal management functions—diagnostics, motivation, and development—into a closed, adaptive cycle. The methodological basis of the work is a systematic analysis of scientific publications over recent years in the fields of sales management, organizational psychology, and instructional design, supplemented by statistical data. As a result, the author’s Triad of Synergistic Management is proposed, namely a closed system in which the results of in-depth individual diagnostics of a sales representative (based on CRM analytics and competency assessments) serve as the basis for the operational adjustment of personal KPIs, the selection of optimal motivational instruments, and the assignment of targeted training interventions. The implementation of the proposed model can raise the average level of task fulfillment and increase sales velocity (Sales Velocity) compared with the traditional, fragmented approach. Based on the obtained data, it is concluded that the evolution of sales management should be directed toward a shift from static, disparate functions to dynamic, personalized, analytics-based systems capable of ensuring the continuous development and maximum effectiveness of sales teams. The materials presented in this article will be of interest to commercial directors, heads of sales departments, HR specialists, and other researchers engaged in improving the effectiveness of sales processes.