Hello Everyone, I just joined this network. I am new to HR and still struggling with preparing KRA and KPI for employees. For now, I have been asked to prepare KRA/KPI for a sales executive. The under-listed are the job description. Please what do I need to do? I have a deadline for tomorrow.

 Conduct market research to identify selling opportunities and evaluate customer needs.

 Generating qualified leads

 Actively seek out new sales opportunities through cold calling, networking and social media

 Create frequent reviews and reports with sales and financial data

 Build and maintain relationships with clients and prospects.

 Build and maintain professional networks

 Meet with potential clients to determine their needs

 Attend workshops to learn more technical and professional skills for the job

 Collaborate with team members to achieve better results

 Gather feedbacks from customers or prospects to share with internal teams

 Negotiate/close deals and handle complaints or objections

 Maintain best practices.

From Nigeria, Lagos
Vaishalee Parkhi

Hello, What you have mentioned is Job Description. For KRA, you need to quantify above tasks and also give a timeline.
From India, Pune
Dinesh Divekar

Dear Joyce,
This is in addition to what Ms Vaishali Parkhee has said. Please note:
KRA = KPI + Target Date + Target Value
Most of the KRAs measure ratios or costs. While ratios are increased or decreased, the costs are reduced or maintained at certain level.
Anyway, following could be the KRAs of the sales executive:
a) Number of leads generated - Actual Vs Target
b) Leads to Sales Call Conversion Ratio - Actual Vs Target
c) Turnaround Time to receive PO - Actual Vs Target
d) Sales Calls to Receipt of PO Ratio - Actual Vs Target
What the salesperon sells is not mentioned. If it is material then you need to measure the Inventory Turnover Ratio (ITR) for the Finished Goods (FG) and assign this ratio to the sales HOD.
Dinesh Divekar

From India, Bangalore
Dinesh Divekar

Dear Joyce,
This is in addition to the previous post. One more KPI for Sales HOD could be Sales Cost per PO. The formula to calculate this cost is total sales cost divided by number of POs received from the customers in the given period.
On the subject of KPI/KRA or PMS, I have given a large number of replies.. Click the following links to refer the replies:
Though the heading of the heading is for IT companies, the above reply is applicable to all the type of industries. In the above link, you will find several other links.
Go through all the links patiently. It will improve your awareness of the subject.
Sample KPI and KRA Manual: - You may click here to refer it. It includes some of the KPIs applicable to real estate industry well.
Videos on PMS: - To clarify on PMS, I have uploaded the following videos:
For further doubts, feel free to contact me.
Dinesh Divekar

From India, Bangalore
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