Analysis of Sales Performance Management at Central Bank of Bahrain

This report provides an in-depth analysis of sales management practices at the Central Bank of Bahrain (CBB). It examines the bank's sales performance management processes, including performance planning, counseling, and feedback mechanisms, highlighting the importance of monitoring sales team performance through various tools and Key Performance Indicators (KPIs). The report discusses the application of motivation theories, such as Maslow's Hierarchy of Needs and Herzberg's two-factor theory, to enhance sales team performance. It also explores the methods used to inform team members about their performance, the significance of two-way communication, and the impact of variances between expected and actual performance. Furthermore, the report details the actions sales managers can take to support the sales team, the influence of other team members on sales performance, and recommendations for improving performance monitoring. Finally, the report covers the process for recruiting new members, including HR steps, the difference between job profiles and person specifications, essential sales competencies, and interview questions.

Running Head: Sales Management
Sales management
[Document subtitle]

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Table of Contents
Introduction......................................................................................................................................1
Task 1...............................................................................................................................................1
Sales Performance Management processes of Central Bank of Bahrain.....................................1
The reason for monitoring sales team performance and tools.....................................................1
Theories of Motivation apply to Sales Performance Management Processes of Central Bank of
Bahrain.........................................................................................................................................2
Key Performance Indicators of Central Bank of Bahrain............................................................2
Method of informing team members about their performance....................................................3
Importance of Two Way communication....................................................................................3
Impact of variance between expected and Actual performance...................................................4
Sales manager actions in case of variances in the performance of team members......................4
Actions sales manager can take to support the performance of sales team.................................4
Impact of other team members of the organization on its sales performance..............................5
Recommendations to improve the monitoring of company sales team performance..................5
Task 2...............................................................................................................................................5
The process to obtain permission for new member recruitment..................................................5
Human resources steps to review staffing levels of sales department.........................................6
Difference between a job profile and person specification..........................................................6
Competencies essential for a sales team......................................................................................6
Questions to get information about sales competency of a salesperson in an interview.............7
Resources required for recruitment interview..............................................................................7
Guidelines of the organization to recruitment and selection interviewing..................................8
The draft timetable for interview.................................................................................................8
A person who would interview the candidate..........................................................................8
Reason for interviewing a candidate with different people......................................................8
Potential questions to ask from the candidate..........................................................................8
References......................................................................................................................................10

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Introduction
This paper is based on "Central Bank of Bahrain." The paper highlights the current sales
performance processes of the Central Bank of Bahrain and how it is gaining a competitive
advantage over its competitors. Generally, it can be said that the sales performance regulation
and evaluation is one of the mandatory activities of an organization. An appropriate evaluation
and regulation of sales team performances generate a lot of leads for an organization. Therefore,
the paper explains the effectiveness of current sales performance management tools and
technique of the Central Bank of Bahrain. Also, it discusses a set of training notes that prepared
to train the sales manager to recruit and select a new member of the company sales team.
Task 1
Sales Performance Management processes of the Central Bank of Bahrain
Central Bank of Bahrain is highly concentrated on the performance management of its sales
team. As a result, the organization use performance planning, counseling, and feedback
processes to improve the performance of its sales team members. The performance of its sales
team members is directly remain associated with the success of its strategies and objectives.
With the help of its performance management practices, the sales team of organization brings
significant improvement in their capability and efficiency to attain high profitability and satisfy
maximum target.
The reason for monitoring sales team performance and tools
Central Bank of Bahrain invests a big amount on sales team training. Hence, the monitoring and
evaluation of sales team performance and tools are essential to get information about team
efficiency to win customer confidence. Also, the performance evaluation of sales tool will give

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the company a knowledge about the competency and application capability of sales tool to
satisfy final objectives and vision statement of the organization (Bachrach, 2017). For example,
Central Bank of Bahrain and its competitors monitor sales team performance through the
development of a particular sales criteria. Hence, the actual performance compared with the
determined criteria to evaluate the consistency and accuracy of team members in performing
their day to day obligations.
Theories of Motivation apply to Sales Performance Management Processes of Central
Bank of Bahrain
Mullins (2018) conducted research on current sales team performance of the Central Bank of
Bahrain. The findings of the research said that the organization is effectively applying Maslow's
Hierarchy of Needs to improve the performance of its sales team member. The use of Herzberg's
motivation theory enable the company to satisfy the inherent needs of its sales team members
and upgrade their capability to rich to high and earn a handsome package. Apart from this,
Herzberg's two-factor theory, McClelland's Need theory, and expectancy theory will also prove a
better option for Central Bank of Bahrain to improve sales team performance (Song, 2015). All
these theories promote an environment where the high performance will award with performance
and good monetary compensation. As a result, sales team member of the company will feel
motivated and utilize their efforts in the right direction.
Key Performance Indicators of Central Bank of Bahrain
The key performance indicators provide a significant glimpse of the existing capability and
current performance of an organization. The following are key indicators of the Central Bank of
Bahrain sales team performance:
 Monthly sales growth

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 Growth in company number of customers
 Average profit margin
 Sales Target
 Average Customer Conversion Time
 Number of monthly demo and onboarding calls
Method of informing team members about their performance
Recently, Central Bank of Bahrain follows meeting method to inform its sales team members
about their ultimate performance. Apart from the meeting method, there are also other methods
that can utilize by the Central Bank of Bahrain. The first method is writing. It means that the
company can draw a personal email in favor of sales team members to inform their individual
performance. The documented performance will help them to gain in-depth insight into the
expected performance criteria and his or her performance in reality. Another important method is
personal two-way communication with sales team members. Here, both the performance assessor
and employee will come together to discuss the outcomes of the performance appraisal process.
Importance of Two Way communication
The two-way communication is essential for the sales team manager of the Central Bank of
Bahrain. It is because two-way communication gives the sales manager an opportunity to
conduct a face to face interaction with team member and measure their reaction for a particular
situation and response (Rapp, 2014). Moreover, it becomes easy for the sales manager to
understand the viewpoint of subordinates and take action accordingly. Therefore, it can be said
that the two-way communication proves an effective source for the Central Bank of Bahrain
management to remain in touch with feelings and ideas of its employees.

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Impact of variance between expected and Actual performance
According to the viewpoint of Song (2015) variance in an organization can apply on both
expenditure and profitability. If there is a high variance between the expected and actual
performance of sales team members, it means that the sales manager of an organization misses
some important elements. In that case, the organization needs to conduct an in-depth analysis to
identify the reasons for variation and then take appropriate actions for their resolution. For
example, Central bank of Bahrain faced high variance in expected and Actual performance of its
sales member. Its in-depth analysis represents that the organization does not have enough skills
to perform their roles and responsibilities. As a result, its management organizes training
program to train employees about their work environment.
Sales manager actions in case of variances in the performance of team members
In the case of the variance in the performance of sales team members, the sales manager of
Central Bank of Bahrain needs to become extra careful towards team management. At first, the
sales manager should identify the problem behind their poor performance. For example, it might
possible that they feel demotivated and unsafe in its internal environment. The analysis of
variance problem will give the sales manager an idea about the area where he or she needs to
make a significant improvement. Apart from this, the sales manager should take enough
initiatives to familiarize the team members with the organization and their roles or
responsibilities. It will help the sales manager in reducing the size of the variance in the
performance of sales team members.
Actions sales manager can take to support the performance of the sales team
The following actions sales manager of Central Bank of Bahrain can take to support the
performance of the sales team:

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 Ensure that the sales team remain motivated always.
 Ensure that the sales team will feel safe and confident in its working environment
(Ingram, 2015).
 Ensure that the sales team have a great knowledge of their roles and responsibilities.
 Arrange monetary and non-monetary compensation for their personal achievement.
Impact of other team members of the organization on its sales performance
Other team members of the Central Bank of Bahrain also influence the performance of the sales
team members. At first, other team members like operation team directly remains responsible for
handling a particular client. As a result, the poor handling of the client becomes the reason for
dissatisfaction and he or she will never come again with other referral. As a result, it will become
difficult for sales team members to win the confidence of dissatisfied as well as other potential
clients. Moreover, the coordination and support level of other team members also influences the
performance of sales members in negative or positive context.
Recommendations to improve the monitoring of company sales team performance
Central Bank of Bahrain can improve the monitoring of sales team performance through two
important actions. At first, it should evaluate company sales objective, goals, and targets so that
realistic criteria can frame to measure the performance of sales team members (Mullins, 2018).
The second action that the company can take is the implementation of planned sales activities
effectively to make sales and execute the sales processes.

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Task 2
The process to obtain permission for new member recruitment
The new sales manager needs to follow the below-mentioned process to obtain permission for
new member recruitment:
 Draft a recruitment proposal.
 Conduct a face to face meeting with branch head.
 Describe gaps between the targets and availability of staff members.
 Gain final approval from associated branch head (Farías, 2017).
Human resources steps to review staffing levels of the sales department
In today's scenario, human resources are facing pressure to deliver efficiency and talented
manpower within the context of fixed budget constraints. As a result, human resources follow the
following steps to review staffing levels:
 Evaluate mandatory standards for the sales department (Johnson-Busbin, 2018)
 Conduct a skill mix standard analysis to evaluate the required competency of new team
members
Difference between a job profile and person specification
The first and foremost difference is that a job profile is known as an outline of a position. On the
other hand, person specification outlines the attributes and competencies of an employee to do
the job in the required context. The second difference is that it provides only general information
about a particular position. In contrast, person specification provides an in-depth knowledge of
educational, and professional detail of an employee. For example; a person with good JAVA

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language knowledge required for Java Developer. Here, the Java developer is job profile and
person with good Java knowledge will be his or her person specification.
Competencies essential for a sales team
The following are some major competencies that should exist in the sales team member for
Central Bank of Bahrain:
Mastery in Relationship: It means that the person has enough knowledge about how to
maintain a relationship with customers. Moreover, the person who has done mastery in a
relationship will also come with the high number of satisfied customers.
Conversation Mastery: The member of a sales team should have enough conversation
capability to attract the attention of others.
Influence Mastery: Another important competency is that the person should have enough
knowledge about how to influence target customers and what they exactly want or not (Welliver,
2017).
Market and Industry Understanding: The person should have enough knowledge about the
prevailing industry and market trends to focus further.
Customer and Prospect Understanding: Another competency of the sales team is that a sales
team member should have the ability to understand the viewpoint of target customers.
Questions to get information about sales competency of a salesperson in an interview
 What is your approach to handling customer objections?
 What do you think our company sales could do better?
 What is the best method to establish a relationship with target customers?

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Resources required for a recruitment interview
In order to complete the recruitment interview, the organization needs resources like; Job
postings on job portals, references, social media, and headhunting.
Guidelines of the organization to recruitment and selection interviewing
Central Bank of Bahrain initialized some recruitment and selection interviewing guidelines as
well to hire talented as well as skilled candidates. These are the following:
 Prepare position description
 Prepare request to fill (Kirk, 2017)
 Announce vacancy opening in public
 Conduct candidate screening process
 Define employment services
 Make a decision regarding candidate selection
The draft timetable for interview
A person who would interview the candidate
The person who would remain responsible to hire new sales team member is a sales manager or
branch manager.
Reason for interviewing a candidate with different people
The reason behind interviewing of a candidate with different people is that each interviewer will
come with the different skill set and knowledge and ask question accordingly (Deeter-Schmelz,
2018). Hence, the collective analysis of responses of all members will prove effective for a Sales
Manager to take the ultimate decision.

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Potential questions to ask from the candidate
 How do you keep up to date on your target market?
 What role does content play in your selling process?
 What are the ways to satisfy the inherent needs of customers?

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References
Bachrach, D. G., Mullins, R. R., & Rapp, A. A. (2017). Intangible sales team resources:
Investing in team social capital and transactive memory for market-driven behaviors, norms, and
performance. Industrial Marketing Management, 62, 88-99.
Deeter-Schmelz, D. R., Dixon, A. L., Erffmeyer, R. C., Kim, K., Agnihotri, R., Krush, M. T., &
Bolman Pullins, E. (2018). Attracting Students to Sales Positions: The Case of Effective
Salesperson Recruitment Ads. Journal of Marketing Education, 0273475318810335.
Farías, P., Torres, E., & Mora Cortez, R. (2017). A new model for measuring salesperson
lifetime value. Journal of Business & Industrial Marketing, 32(2), 274-281.
Ingram, T. N., LaForge, R. W., Williams, M. R., & Schwepker Jr, C. H. (2015). Sales
management: Analysis and decision making. Routledge.
Johnson-Busbin, J., Busbin, J. W., Boles, J. S., & Barksdale, H. C. (2018). Interfirm Structure
and Buyer-Salesperson Behavior Impact on Relationship Outcomes. GSTF Journal on Business
Review (GBR), 4(1).
Kirk, S. (2017). Ten thousand applications inten minutes Evaluating scalable recruitment,
evaluation and screening methods of candidates for sales jobs.
Mullins, R. R., & Panagopoulos, N. G. (2018). Understanding the theory and practice of team
selling: An introduction to the special section and recommendations on advancing sales team
research. Industrial Marketing Management.