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Advice Line | Bob Lewis » Can companies really compute employee value?

October 31, 2007 | Comments: (0)

Can companies really compute employee value?



Dear Bob ...

Mind another comment about compensation? I'm commenting on your point that companies can figure out the value delivered by the sales force ("Comp logic," Keep the Joint Running, 10/29/2007).

Even paying sales people based on what they sell doesn't necessarily measure value! When they sell projects, for example, there is an assumed margin in the price, but you have to be careful that the assumptions underlying the costs aren't too rosy.

In our business, sales always wants the price lower, since it generates more sales. There is the thought that you wait until the project is accepted and then pay the sales person based on the actual margin, but margin deterioration may occur because somebody else screwed up, not because the sales person gave away the farm.

I agree completely with your article. The difficulties in measuring value for sales people simply add to your argument.

- Evaluator

Dear Evaluator ...

Good point about the sales force. I suppose I should have said companies can come closer to assessing the value they deliver. There are technique to address the issues you raised. The three imperfect ones I know are:
  • Always base commission on net, not gross. I think there are still companies that get this wrong, although I can't imagine why.
  • For complex sales, especially services sales with a long delivery time, subject every deal to a red-team/green-team review. Companies should put quite a few eyes on deals that can easily blow up to look for the gotchas (the red team) and also should put several eyeball-pairs on it to look for opportunities for additional follow-up sales, to make sure the company knows when to invest in the account.
  • Involve the delivery manager in price negotiations, to make sure the contract isn't so thin that adherence to the contract isn't in conflict with profitability.
Since the future is involved - something that's intrinsically unpredictable - these can't completely solve the problem. They can certainly improve the odds, though.

- Bob


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Posted by Bob Lewis on October 31, 2007 05:27 AM


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There is one reason for paying commission on the gross. It is a WHOLE LOT simpler to calculate. It is even simpler to verify. A company I have dealings with is dealing with this issue at the moment. An ex-employee was paid based on net. He feels that the costs were inflated to by transferring some costs from another project which was not sold on commission. This is getting be be a really bad scene and already has cost the company much more than the disputed amount in lost business as customers and venders have found out that this is happening.

Posted by: Ray Stevens at October 31, 2007 08:42 PM

As someone who has been in sales and hired salespeople, I disagree with some of the above. Salespeople are responsible for selling (which I would define as "offering products and services the company has determined it can deliver profitably"). They are NOT necessarily responsible for margin any more than they are service or product delivery. Good salespeople know their products or services, their clients, their competitors, etc. They can't be expected to know exactly how the products get made, every line of code goes into the deliverables, etc. If they do, they aren't spending enough time selling or they are not good at it. It's the responsibility of C-level execs, Product and Project Managers, and engineers to approve what's being sold and deliver on what they approve. As the front line infrantry of the corporate world, it's your job (as an exceutive or PM) to give hem rifles, tanks, supplies and combat training. Don't send them on missions and leave them out there unsupported. Give your salesperson something to profitable to sell and compensate her/him in a way that maximizes her/his sales and retention (if ongoing Acct Mgmt is part of the job). If some sales are more profitable than others (maybe less a function of quality of delivery than of the market, like hosting services), then compensating the sales person according to the margin of that line vs another is perfectly ok. What you don't want to do is punish a salesperson because of a failure of the delivery team or management - even if you don't penalize the salesperson, he or she is likely to find a company that can deliver on its promises and preserve his or her valuable reputation and relationships. If you also cut his or her commission because someone else failed to deliver, you virtually assure your top salespeople will find homes at your strongest competitors.

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