This document provides a skills assessment for evaluating sales representatives. It measures performance across several criteria including relevant knowledge, sales skills, professionalism, account management, customer service, and overall performance. Key areas of evaluation include industry expertise, product knowledge, communication abilities, customer relationship building, and account retention skills. Reps are rated on a scale and compared to average and top performing reps.

1. Sales Skills Assessment
Feel free to add/delete any parameters as you see fit to ensure this assessment fits your organization’s needs.
Decision Making Criterion Sales Rep Average Top Rep Notes
Relevant Knowledge
Industry knowledge & expertise 3 1 3
Product knowledge 2 1 3
Competitor knowledge 3 2 4
Technical knowledge 4 2 3
Company Strategy knowledge 4 2 3
Customer-base familiarity 1 2 2
Key Account knowledge 2 1 4
Sales Process knowledge 1 2 4
Sales Skills
Excellent communication skills 3 1 3
Translates features to benefits 2 1 3
Ability to identify client needs 3 2 4

2. Proposal/presentation skills 1 2 2
Business acumen 2 1 4
Listening skills 1 2 4
Objection handling skills 3 1 3
Problem solving skills 2 1 3
Closing skills 3 2 4
Ability to recruit new clients 1 2 2
Account Planning skills 2 1 4
Effective use of collateral 1 2 4
Professionalism
Calm professional attitude 3 1 3
Sensitive to political issues 2 1 3
Provides department leadership 3 2 4
Helps develop new recruits 1 2 2
History of punctuality 4 3 2
Dresses appropriately 2 1 4

3. Displays integrity & honesty 1 2 4
Contributes to sales meetings 3 1 3
Exceptional work ethic 2 1 3
Account Management
Territory management & plans 3 1 3
Maintains updated account info 1 3 3
Pre and post call planning 2 1 3
Customer targeting skills 4 2 1
Effectively uses CRM system 3 2 4
Sales call frequency 1 2 2
Customer segmentation skills 2 1 4
Ability to mitigate client erosion 1 2 4
Customer Service
Customer service call frequency 3 1 3
Measures customer satisfaction 2 1 3
Relays customer feedback 4 4 4

4. ‘Customer-service’ attitude 3 2 4
Handles upset customers well 1 2 2
Solid base of happy customers 2 1 4
Maintains frequent contact 1 2 4
Totals 98 72 142