How to build a competency model for marketers

It is difficult to recruit sales personnel, so as a manager, it is even more important to establish a complete personnel selection and retention system. The salesperson competency model is a basic tool in recruitment and training. Due to the lack of sufficient understanding of the role of the competency model, many companies are often unwilling to invest sufficient manpower and material resources in the development and research of competency models for key positions. . Some companies have even not heard of tools like competency models. So how do you define what makes a successful salesperson? There are five major factors for the success of a salesperson: including understanding and mastery of industry and product knowledge, understanding of sales transactions, personal proficiency and sophisticated sales skills, complete values ????and self-motivation, and the best marketing for a certain position. The potential adjustment ability of a career stage. However, different business stages require sales staff with different characteristics, which can be roughly divided into the following types, which can be adjusted according to the company's proportion of different positions, corporate culture, and team style: New companies need to develop new businesses and need to correspond to the following positions: The description here mainly focuses on external sales personnel, and other positions are described in the table below. For external sales personnel, the job description is mainly about being able to withstand pressure and focusing on developing new customers. This requires good communication skills, resistance to pressure, and strong social confidence. Because salespeople with high scores in social confidence are fearless, unworried, and move forward even when facing high-level positions and difficult customers. They also have strong social needs and enjoy making friends and expanding their circle. They are also interested in society. There is a strong need for approval from others. Therefore, those with high scores, strong tendencies, and frequent behaviors are more suitable. However, if they are placed internally and are not allowed to see customers, they will easily leave after a short time. Commissioned Sales Representative (order maker) Outside Sales Representative Inside Sales Representative (Details should be high, customer service should be high) Account Manager Account Manager: The goal should be moderate, mainly to maintain repeat purchases of large customers, and care for others Moderate or above . Sales Manager Sales Manager: Moderate control and independence. Branch Manager Channel Manager/Branch Manager: Social confidence should be moderately high to correspond to responsibility. Independent Branch Manager: Moderately high social needs, willing to care for the team and contribute to others. Director of Marketing: A high level of detail orientation, a high level of suspicion of others, and a focus on cost reduction. Operations Manager: Social needs, details and self-confidence should be high, but face needs should be weak and learning ability should be strong. Telemarketing Sales Representative Telemarketing Representative: Target management is moderate and details are high. Sales Engineer Sales Engineer: High level of detail. Customer Service RepresentativeCustomer Service Representative: Caring for others should be extremely high, and goals, social identity, and sociability should be low. 1． Outside Sales Representative Commissioned Sales Representative (order maker) job description: Outside sales representatives mainly develop new customers, meet new customers, and sell the company's products and/or services to existing customers.

l Main job responsibilities: u Complete the company's sales tasks; u Actively look for potential customers; u Reception of sales business; u Establish customer sales business files and visit customers regularly; u Make sales presentations/product demonstrations for customers 2. Inside Sales Representativel Job description: u Sell products/services through outbound calls or emails u Make initial contact with potential customers u Responsible for customer data management u Responsible for the management of orders and invoices u Maintain mature customers and sales channels u Serve customers Provide basic technical support 3. Account Manager Account Manager Job Description: Achieve the performance objectives of the organization by being responsible for executing sales and service for assigned accounts and maintaining relationships with key accounts. l Main job responsibilities: u · Maintain customer information system management and coordinate execution u · Negotiate contracts with customers, consistent with corporate strategy u · Work with designated business teams to ensure the completion of sales to designated major customers u · Assist Develop sales plans for designated customer groups u · Collect and report customer information, and develop and maintain close customer relationships u · Develop new business and new customers u Increase the business volume of existing customers and promote the company to new customers to achieve organizational strategies Objective u Typically reports to a department manager or supervisor. 4. Sales Manager Sales Manager: Job Description: Achieve sales goals through effective leadership, management, communication and team development. Responsible for formulating sales plans and managing the sales team; responsibilities include sales staff recruitment, coaching, supervising sales team performance and retaining sales staff. l Main job responsibilities: u Establish short-term and long-term sales strategies, manage and lead the sales team to achieve sales and profit targets u Responsible for the implementation of annual marketing plans. Keep abreast of market trends and competitors' situations, lead sales executives to jointly seek perfect solutions, and make quick responses. u Ensure the normal development of sales progress and control of the budget u Carry out sales analysis, formulate improvement plans and supervise the implementation u Responsible for implementing and monitoring standardized sales processes u Responsible for formulating annual training plans for sales department employees, and supervising the implementation, cultivating and maintaining a A high-quality sales staff team.

5. Channel Manager/Branch Manager Branch Manager Job Description: u Responsible for managing the daily operations and budget of the branch or region; u Formulating and tracking branch/regional sales tasks and completing regional sales targets; u Managing and evaluating regional dealers, responsible for Summarize and analyze the reports submitted by dealers, visit dealers, and assist dealers in completing sales; u Regional market communication and market promotion activities are conducive to sales support for dealers; u Provide dealers with sales-related training support, and other support; u Regional market information collection, situation analysis and compilation and analysis; u Plan the overall channel strategy and operation model and implement sales and marketing plans; u Develop channel strategies and provide channel service support; u Timely communicate with customers and feedback market information, Make handling opinions; u Assist regional managers to develop, communicate and manage important customers in each region 6. Regional Manager/Independent Branch Managerl Job description: u Establish and manage channels according to the company's requirements, supervise the channels to implement the company's sales policies, and complete monthly sales tasks; u Manage and train the business sales personnel of the dealers it develops ; u Quickly respond to customer opinions and suggestions fed back from sales channels, proactively communicate with relevant product departments, and improve products and services in a timely manner; u Accurately collect and organize price information and market strategies of other alternative products in the market; u Effectively control market order and improve services system and rapid response system; u According to market business development, put forward positive suggestions and opinions that are in line with product development; u Develop and improve business and promotion policies and processes, and promote the effective implementation of guidelines and policies 6. Director of Marketing/Director of Marketing Job Description: u Responsible for and supervise the organization's marketing policies, goals and activities u Collect market feedback information and market research, and write market research reports; u Conduct market research to provide specific products, services and businesses Develop marketing plans u Develop annual or stage marketing plans; u Adjust marketing plans according to market changes u Calculate market behavior costs and evaluate their benefits; u Coordinate and organize advertising agencies, implement advertising plans, goals and standards, etc.; u Follow the framework required by superior supervisors , Plan, prepare and organize promotional activities, contract service provider management 8. Operations Manager Operations Managerl Job description: u Manage daily activities and business progress of the operations department; u Assist in process formulation, evaluation and implementation u Establish and continuously improve and update business processes u Determine work reports and management reporting needs, submit regular management reports u Manage contract management System, summarize new business needs u Recruit, train and develop subordinates 9. Telemarketing Sales Representativel Job Description: Sell products to commercial enterprises over the phone rather than in person; understand customer needs through telephone communication, seek sales opportunities and complete sales performance. l Main job responsibilities: u Promote corporate products/services by making and answering phone calls u Develop potential customers through telephone sales u Understand customer needs through telephone surveys u Update data; u Maintain customer relationships; u Provide basic customer support and u Deliver marketing activity promotion information; 10. Sales Engineer Sales Engineer l Job description: u Maintain key accounts and add new customers; u Use product technical knowledge to support and conduct sales; u Assist sales representatives to optimize sales volume and profits; u Provide technical training to partners and customers; u Respond to customers 11. Provide feedback and communicate with customers about product improvements; u Cooperate with the technical support team to provide solutions to customers; u Present the cost benefits of the company's products/services to potential customers; u Maintain cooperation with suppliers; 11. Customer Service Representative Job Description: Responsible for customer service, not sales. Service-oriented position, handling orders, customer responses, complaint handling, etc., and meeting customer needs to ensure customer satisfaction.

l Main job responsibilities: u Process orders u Customer responses/questions/consultations u Meet customer needs and ensure customer satisfaction u Assist in formulating sales plans for designated customer groups u Collect and report customer information, and develop and maintain close customer relationships u Old Management of customer information u Usually reported to the customer service manager or supervisor. The competency model sorts out job practitioners from many aspects such as sales skills, sales process capabilities, value orientation, attitudes and concepts, knowledge and skill standards, and personality potential. It can be said that it is a good basic management tool for personnel recruitment and interviews, performance communication and coaching, performance feedback and other tasks.