Sales people often undervalue the performance management process and do not see the benefits of such a system. Properly used it can be one of the best aids to personal development.

Most sales people measure their success purely in terms of hitting the targets, whether they are expressed as number of sales or volume. However, how one achieves those targets is arguably more important. This is where a well designed and implemented performance management process helps. It divides your job into the relevant competencies and is able to tell you not only where you excel, but where further effort or training is required.

One should ensure that the feedback which is the basis for the appraisal comes from as many sources as possible.

Performance management has to be an ongoing process. There is no point in just considering it once a year ahead of the annual meeting. One helpful way to achieve this is to keep a note or journal of achievements and discuss how you are doing with your manager as regularly as possible. That journal can then help with the annual review and ensure things are not missed.

Performance management is as much a personal development tool for the employee as it is for the employer.