Sales Manager Competency Assessment Card

The 24 competency dimensions for the sales manager role are each assessed on a 1–5 scale. Scoring criteria have been completed for the first 11; the remaining 13 are reserved dimensions to be completed later.

11 competencies with completed scoring criteria

1. Communication Skills

Points	Manifestation
1	Communication lacks logic, comprehension is poor, is self-centered and disrespectful toward others, often communicates emotionally, and argues about unimportant matters
2	Can engage in basic etiquette and information exchange, but cannot read social cues, cannot clearly understand the other person’s needs, and is easily sidetracked
3	Treats others politely, has high emotional intelligence, uses specific approaches, expresses ideas clearly, identifies the other person’s needs during communication, accepts suggestions, and listens amicably
4	Understands boundaries in conversations, making others feel comfortable and relaxed; shows strong empathy, tolerance, and respect, and is someone others are willing to communicate with
5	Can put themselves in others’ shoes, inspires trust, accurately understands the other person’s needs, provides timely feedback, demonstrates depth, and is trustworthy

2. Negotiation Skills

Points	Manifestation
1	Lacks proper negotiation awareness, considers only their own interests, and disregards the other party’s position
2	Has basic negotiation awareness, can balance their own interests with those of the other party, and can reach a deal, though somewhat reluctantly
3	Demonstrates good analytical and judgment skills, communicates clearly, knows when to advance or retreat and how to pace negotiations, shows empathy, and achieves performance targets
4	Thinks logically, has outstanding negotiation skills, can address the key interests of both parties directly, and can establish long-term, stable partnerships with customers
5	Possesses extensive social resources and knows how to leverage them, has broad experience, understands the importance of respect and helping others, considers user needs in depth, identifies the key to cooperation, and achieves mutual benefit and win-win outcomes

3. Team Collaboration

Points	Manifestation
1	Works alone, does not participate in team activities, does not communicate with members, schemes and resorts to any means for personal goals
2	Has some teamwork ability but poor execution, often complains about others, easily influenced, weak at handling problems
3	Strong execution, efficiently completes internal work, able to collaborate across departments, builds good relationships with the team
4	Communicates efficiently, understands others' strengths and weaknesses, works seamlessly with people, can handle unexpected issues
5	Exceptional execution, strong sense of honor, competent in all kinds of work, seamless cooperation and responsive on every matter, promptly addresses all kinds of difficulties, leads the team forward

4. Insight

Points	Manifestation
1	Cannot see strengths and weaknesses, does not know how to leverage strengths and avoid weaknesses, cannot see through problems when encountering them
2	Can see strengths and weaknesses but deploys them poorly, has some vigilance but cannot respond in time
3	Has a nose for danger and opportunity, has a sense of prevention, can quickly see through the essence of things and hit the core of problems
4	Can easily handle all kinds of scenarios, quickly grasps the key points, and spots problems ahead of users
5	Extraordinary perception, sees through the essence at a glance and strikes at the vital point, controls the pace throughout the process, and inspires strong trust

5. Product Knowledge

Points	Manifestation
1	Lacks understanding of the company's products, unable to judge information accuracy, does not learn proactively
2	Passively receives information, does not know how to gather it, meets only the most basic requirements
3	Able to gather information proactively, capable of judging right from wrong, can focus on key points to solve problems
4	Knows product categories, functions, and history by heart; is the strength behind the team, both expert and coach
5	Clearly understands user pain points, knows the real needs behind them, thinks forward-looking, and can create demand for customers

6. Ice-breaking ability

Points	Manifestation
1	Unable to find common ground to start conversations, thinks only of self-expression rather than the customer, fails to grasp needs
2	Communicates comprehensively and clearly, can listen to needs but does not respond actively, lacks initiative
3	Can build relationships, express views with sound reasoning, understand needs and offer suggestions
4	Skilled at finding accurate and appropriate conversation entry points, listens and expresses views reasonably, builds trust
5	Can set the communication pace proactively, expresses clearly, considers others' perspectives, and understands their stance and feelings

7. Copywriting ability

Points	Manifestation
1	The content is disorganized and awkwardly worded, cobbled together without a clear focus, unclear in its product description, and dull.
2	Can convey a point of view, with a clear beginning and end, sound reasoning, and well-written titles; the content flows smoothly.
3	Easy to understand, with a clear theme and selling points; the key points stand out, inspiring trust and the desire to purchase and achieving the purpose of the writing.
4	The main message is clear, directly addressing the topic and pain points; the article inspires trust and creates a strong sense of resonance.
5	Makes complex ideas simple and easy to understand; vivid examples create resonance, directly address pain points, and make the content concrete, while the title attracts many clicks.

8. Service Orientation

Points	Manifestation
1	Impatient, short-tempered, and blunt; unable to communicate calmly, disregards others’ feelings, and is highly self-centered.
2	Can listen and give brief responses, but does not take the initiative to communicate, and communication is not smooth.
3	Takes the initiative to greet others, listens patiently and resolves problems, pays attention to users’ emotions, and treats users like friends.
4	Pays close attention to details, has a strong service orientation, puts themselves in the customer’s shoes, is well-liked, and is willing to foot the bill for others.
5	Has an exceptionally strong service orientation, treats others like family, understands respect and boundaries, can become good friends with customers privately, and inspires them to refer other customers.

9. Execution

Points	Manifestation
1	Doesn’t know how to put assigned tasks into action and always finds reasonable excuses and justifications.
2	Completes tasks only when prompted and reminded by others, with no plans of their own.
3	Works according to plan and shares progress at each milestone, but tends to be conventional and rigid.
4	Takes action as soon as things are clear, without procrastinating; keeps track of progress and can work together with other team members.
5	You can trust them completely with any task. They plan and report progress, are highly self-motivated, and have clear work plans.

10. Adaptability

Points	Manifestation
1	Inflexible and slow to react, unable to adapt, and incapable of handling unexpected situations.
2	Can sense changes but is rigid in thinking and poor at adapting; acts slowly and misses the best opportunities.
3	Can respond promptly to unexpected situations, but their response is incomplete and may trigger further problems.
4	Can handle any situation properly, quickly find a way forward, and resolve it in one go.
5	Highly observant and exceptionally quick to react, with extensive experience; can efficiently handle any problem and accurately anticipate what lies ahead.

11. Ability to review and learn from experience

Points	Manifestation
1	No clear review objectives, poor self-summary, lazy to think, unable to grasp key points
2	Review objectives fairly clear, but weak analysis and summary needs improvement; barely completes the task
3	Clear review objectives, fairly clear thinking, able to accomplish set goals
4	Clear review objectives, clear and logical thinking, strong summarization, able to flexibly apply results
5	Strong structured thinking, strong analysis, summarization, and resource integration skills, able to use review results to improve work

13 capabilities pending scoring criteria

The following dimensions only have names listed; scoring criteria have not been written yet.

Dimension: 1 point, 2 points
Emotion management, customer satisfaction, altruism, initiative, product development, market knowledge, platform rules, presentation skills, coaching skills, marketing skills, cost awareness, legal awareness
Interpersonal skills: Unwilling to talk with others, inconsiderate of others' feelings, self-interested, high communication cost, not proactive, communicates little, unable to read the room and speaks bluntly, weak empathy
Decision-making ability, persuasion ability, stress tolerance, brand PR, advertising placement skills, channel expansion