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What is the standard commission structure for a Sales Exec (BDM) in a start-up company?
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What is the standard commission structure for a Sales Exec (BDM) in a start-up company?
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Hello everyone, I am very close to securing a 'newly created' sales position within a start-up company and I require some guidance regarding remuneration, namely commission. SNAPSHOT - the comp
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Forums » Topic Forums » Benefits & Compensation » What is the standard commission structure for a Sales Exec (BDM) in a start-up company?

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What is the standard commission structure for a Sales Exec (BDM) in a start-up company?

posted at 6/15/2012 9:43 AM EDT on Workforce Management
Posts: 1
First: 6/15/2012
Last: 6/15/2012
Hello everyone,

I am very close to securing a 'newly created' sales position within a start-up company and I require some guidance regarding remuneration, namely commission.

SNAPSHOT
- the company specializes in Brand Merchandizing and Promotional Products mainly to large corporates within the FMCG and Business Services sectors.

- products are designed in-house and are either sourced from china or manufactured in china

- Gross profit margin is quite high - anywhere from 50% to 200%. This is due to the director being able to negotiate very low input costs in china.

- the company is 2 months old and consists of one person (director /founder) who is also the company's product designer / electrical engineer / importer.

- the director has a wealth of industry knowledge and product design knowledge. However, when it comes to sales, he has no experience nor is he inclined to learn such skills (understandably).

- the 3-4 sales orders that have been generated so far are from his own 'warm' contacts as well as leads from his ex-colleagues / business associates.

- naturally he wants to be able to venture in 'new business development' - which is where I come into the equation.

- in terms of remuneration, we've both agreed on a commission-only model, which we are both comfortable with.

- I have a business development background, namely within the recruitment industry. I also happen to have a rather extensive (up-to-date) database which I have amassed over the past few years. Approximately 900 decision-making contacts that are relevant to this start-up company. This was the initial appeal of getting me involved into the business. 

- the director would like me to eventually hire, train and develop sales staff as the business grows, which means I'll eventually be overseeing all of sales. 

- My own database can be split into approximately 9 'patches' (one sales rep per patch, 100 contacts in a patch)

- revenue will invariably be generated on the back of these, contacts that i have brought into the business, (which will become IP of the business)

- the director has asked me to have a think about remuneration and to come back to him with something equitable for both parties (this is where I am stuck)



QUESTIONS

1. Given i'll have no base salary, what commission (%) is industry average? 
Assuming i generated an annual revenue of $1,000,000 (approx 20 sales)

2.  In the event a sales is generated from one of my 900 marketing contacts (by a future sales rep other than myself), what is a reasonable cut (%) for me given it was my introduction of the client into the business?

3. I have no control over products costs as everything associated with the products (sourcing, manufacturing, design) is handled by the director. So given i cam only control the sale price, should commission be based on 'REVENUE' generated or 'GROSS PROFIT'? 

4. In the event i leave the business - & sales occur from my contacts immediately after - how long after i leave will i still have a right to a % of those sales?

Re: What is the standard commission structure for a Sales Exec (BDM) in a start-up company?

posted at 6/16/2012 11:39 AM EDT on Workforce Management
Posts: 148
First: 9/29/2011
Last: 12/10/2012
It's very hard to give you any answers since there's so many different ways this could be handled.  I think you need to have this dicussion with the owner, but here are a few ideas which might help you.

1. First, is there a draw against commission?  Recoverable or non-recoverable?  I would suggest that you ask for at least some recoverable draw amount for the first 3 months or so. 

Rather than a flat rate commission, I would structure a sales plan to use a sliding scale to incentivize your sales and those of your sales force. If the target amount of the commission portion of the company's SG&A budget is roughly 12%, then starting at (for example) 8% for the first 200k in booked revenues could be reasonable. Then 10% for the next 200k, 12% for the 400k and 15% for anything over that.  

2. As you transition more into management rather than direct sales, your compensation should be more bonus based rather than commission based.  The bonus should be based on achieving overall revenue goals, new business goals, new product sales goals, etc and should also use a sliding scale based on how well you met the revenue targets.  How you use your contacts to generate sales is up to you.

3. Gross profit is a key component.  Allowing a sales person to be compensated based on revenue rather than gross profit is opening the door to sales reps selling on price alone.  No company wants that.  Use a forumula that takes into account both factors.  For example, no commission will be paid on sales with GPM of less than 75% of target.  At 75% of target, you could calculate a commission by using a forumula of .75 X commission. Then set benchmarks at 85%, 95%, 105% up to a max of 120%.  Reward the good sales rep for achieving company profit goals and closing deals.  Nick the poor sales rep for not but also keep in mind that sometimes you have to give up something to close a deal.  

Keep in mind that there is a difference between prospecting and account maintenance. New business should be rewarded more highly since there's more effort involved than simply farming an existing account.

4. Any residuals will be governed by a sales compensation plan and/or state law.  Some states, notably Connecticut, require that commissions be paid out following termination for deals that were completed by the date of termination.  Most states, however, don't.  You may find that you won't have any right to any commissions following a termination for any reason.

By all means, develop a solid sales compensation agreement before you join this company.  it can be a very simple one that doesn't address everything above (and more), but at least have something.


Re: What is the standard commission structure for a Sales Exec (BDM) in a start-up company?

posted at 10/25/2012 5:45 PM EDT on Workforce Management
Posts: 2
First: 10/25/2012
Last: 10/25/2012
In Response to Re: What is the standard commission structure for a Sales Exec (BDM) in a start-up company?:

I would like to suggest to have a look at the the following sample plans:-

Sample Plans

At:

http://www.easy-commission.com/resource.aspx

And then decide.




It's very hard to give you any answers since there's so many different ways this could be handled.  I think you need to have this dicussion with the owner, but here are a few ideas which might help you. 1. First, is there a draw against commission?  Recoverable or non-recoverable?  I would suggest that you ask for at least some recoverable draw amount for the first 3 months or so.  Rather than a flat rate commission, I would structure a sales plan to use a sliding scale to incentivize your sales and those of your sales force. If the target amount of the commission portion of the company's SG&A budget is roughly 12%, then starting at (for example) 8% for the first 200k in booked revenues could be reasonable. Then 10% for the next 200k, 12% for the 400k and 15% for anything over that.   2. As you transition more into management rather than direct sales, your compensation should be more bonus based rather than commission based.  The bonus should be based on achieving overall revenue goals, new business goals, new product sales goals, etc and should also use a sliding scale based on how well you met the revenue targets.  How you use your contacts to generate sales is up to you. 3. Gross profit is a key component.  Allowing a sales person to be compensated based on revenue rather than gross profit is opening the door to sales reps selling on price alone.  No company wants that.  Use a forumula that takes into account both factors.  For example, no commission will be paid on sales with GPM of less than 75% of target.  At 75% of target, you could calculate a commission by using a forumula of .75 X commission. Then set benchmarks at 85%, 95%, 105% up to a max of 120%.  Reward the good sales rep for achieving company profit goals and closing deals.  Nick the poor sales rep for not but also keep in mind that sometimes you have to give up something to close a deal.   Keep in mind that there is a difference between prospecting and account maintenance. New business should be rewarded more highly since there's more effort involved than simply farming an existing account. 4. Any residuals will be governed by a sales compensation plan and/or state law.  Some states, notably Connecticut, require that commissions be paid out following termination for deals that were completed by the date of termination.  Most states, however, don't.  You may find that you won't have any right to any commissions following a termination for any reason. By all means, develop a solid sales compensation agreement before you join this company.  it can be a very simple one that doesn't address everything above (and more), but at least have something.
Posted by nork4

Forums » Topic Forums » Benefits & Compensation » What is the standard commission structure for a Sales Exec (BDM) in a start-up company?

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