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Sales Management

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CASELET 12.2
CÁI NÀO TỐT HƠN? MỘT HỆ THỐNG ĐỘNG VIÊN DỰA TRÊN THỊ PHẦN HAY MỘT HỆ THỐNG ĐỘNG VIÊN DỰA TRÊN DOANH THU?
Phil Lehman , là một nhân viên bán hàng rất thành công , ông ấy bắt đầu làm việc cho công ty Lestron ngay khi ông ấy tốt nghiệp trường cao đẳng . phil giữ chức vụ là nhà sản xuất lớn về các thiết bị y tế đã tiệt trùng trong công ty lestron đã hơn 10 năm .Trong suốt 10 năm đầu làm việc với công ty, ông ấy đã giành được rất nhiều giải thưởng về bán hàng , là một nhà lãnh đạo với doanh số bán hàng trong hầu hết các loại sản phẩm và không bao giờ làm giảm chỉ tiêu bán hàng của mình mà còn gia tăng doanh số sắp sĩ 10% trên mỗi năm .
Khách hàng của công ty là các bệnh viện lớn và các trung tâm y tế trên toàn quốc. công ty hiện nay có 40% thị phần trên nước Mỹ, nó gấp đôi các đối thủ cạnh tranh. Vùng lãnh thổ được chia theo từng vùng đô thị và tiền hoa hồng được trả dựa trên cơ sở khối lượng hàng tiêu thụ . Phil đã làm việc ở Atlanta , Georgia.
Hai năm về trước vợ của phil , là một nhà vật lý học đã có cơ hội nhận một vị trí mới trong Milwaukee, Wisconsin. Vị trí này giúp cô ấy có quyền thực hiện nhiều nghiên cứu, đó là một trong các đam mê của cô .Với lời đề nghị đó thì thực tế phil và Marica đều đến từ vùng Milwaukee. Vì thế công ty của phil đã đông ý chuyển ông đến lãnh thổ Milwuakee mà gần đây mới được mở ra .
Việc chuyển đến Milwaukee khởi đầu cho một sự tuyệt vời. Vợ của phil đã thích thú với công việc mới của cô ta và ông ta đã làm việc chăm chỉ để tạo mối liên hệ mới trong cộng đồng y tế. Trong năm đầ tiên ông đã mở ra 6 cái tài khoản mới, và mở thêm 3 tài khoản khác trong năm thứ 2. Tuy nhiên ông đã cạn kiệt hết tài khoản triễn vọng mới . Ông ấy tính toán ông đã có gấp đôi thị phần kể từ khi ông ấy bắt đầu làm việc trong MILwaukee và ông suy đoán rằng sản phẩm của ông chiếm 80% của bệnh viện và phòng khám trong khu vực làm việc của ông ta . Mặc dù công việc của ông khó khăn hơn , nhưng tiền hoa hồng ông kiếm ra lại ít hơn và không chiến thắng trong cuộc thi bán hàng như ông ấy đã làm khi ở Atlanta .
Mark green , một nhà quản trị bán hàng cho Lextron và cũng là người giám sát Phil. Makk đã đồng ý đến thăm phil trong khu vực của ông ấy để thảo luận vấn đề cấp bách mà phil chưa tiết lộ với ông .Vào buổi ăn trưa , phil hỏi ông một số câu hỏi về hiệu suất bán hàng của ông hơn 2 năm qua .Mark khen ngợi phil đã làm việc rất xuất sắc và khuyến khích ông ấy duy trì tốt công việc này.
Phil đã hỏi Mark tai sao ông ấy không được đáp trả xứng đáng cho những nỗ lực của ông. Mark đã bối rối. Mark nói với phil rằng ông ấy được trả khoản hoa hồng củng như mọi hiệu suất bán hang khác trong nước. Sau đó phil đã đưa ra số khoản hoa hồng ông đã nhận được ở Atlanta chỉ nắm giữ được 40% của thị trường và khoản hoa hồng ông nhận bây giờ ở Milwaukee nắm giữ 80% thị trường gấp đôi so với ông ấy đã làm ở Atlanta.
QUESTIONS:
Câu 1: Bạn nghĩ Mark Green nên phản ứng như thế nào trước sự tranh luận của Phil về thị phần và quà đền bù ? ( nên nhớ ông ta vừa khen Phil đã làm việc rất xuất sắc )
Câu 2: Bạn có tin là Phil đã được đền bù 1 cách công bằng từ khi Phil chuyển đến Milwaukee ? Những cách đền bù nào mà công ty nên áp dụng trong trường hợp này để tránh xảy ra các tình huống này ?
Câu 3: Công ty Lextron có nên thay đổi cơ chế thưởng hoa hồng từ dựa trên doanh thu sang dựa trên cổ phần ? Nếu có , nó sẽ ảnh hưởng như thế nào đối với các lĩnh vực khác của công ty ? giải thích ?
Câu 4: Bạn nghĩ phạm vi và tốc độ tăng trưởng trong đô thị như Atlanta ảnh hưởng ra sao đến hoa hồng của người bán hàng trong lĩnh vực thuộc khu vực như vậy ? Những gì về hoa hồng của người bán hàng trong khu vực dựa trên sự thu hẹp dân số , như là Milwaukee ?
Câu 5: Lĩnh vực mà Phil đang làm ở Atlant có nên chia làm 2 – để cho phép Lextron chiếm lĩnh được nhiều thị phần và giữ cho thị phần của những lĩnh vực khác nhau xung quanh vùng và sự đền bù liên quan thành 1 cặp với 1 cái khác ?
Câu 6: Những người bán hàng trong lĩnh vực có nên chia nhận bất kỳ khoản bồi thường cho tiền lương bị mất trong tương lai bởi vì lĩnh vực đang thu hẹp lại ? giải thích

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