{"id":1629,"date":"2025-04-09T12:22:33","date_gmt":"2025-04-09T04:22:33","guid":{"rendered":"https:\/\/www.biworldwide.com\/vn-vn\/?post_type=case-study&p=1629"},"modified":"2025-06-11T15:09:48","modified_gmt":"2025-06-11T07:09:48","slug":"optimizing-sales-contests-spiffs-for-maximum-impact","status":"publish","type":"case-study","link":"https:\/\/www.biworldwide.com\/vn-vn\/our-work\/case-study\/optimizing-sales-contests-spiffs-for-maximum-impact\/","title":{"rendered":"T\u1ed1i \u01b0u h\u00f3a c\u00e1c cu\u1ed9c thi b\u00e1n h\u00e0ng v\u00e0 ph\u1ea7n th\u01b0\u1edfng SPIFF \u0111\u1ec3 \u0111\u1ea1t hi\u1ec7u qu\u1ea3 t\u1ed1i \u0111a"},"content":{"rendered":"
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Home<\/a><\/span><\/span><\/div>\t\t\t<\/div>\n\t\t\n\t\t\t\t\t
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\n\t\t\t\tT\u1ed1i \u01b0u h\u00f3a c\u00e1c cu\u1ed9c thi b\u00e1n h\u00e0ng v\u00e0 ph\u1ea7n th\u01b0\u1edfng SPIFF \u0111\u1ec3 \u0111\u1ea1t hi\u1ec7u qu\u1ea3 t\u1ed1i \u0111a\t\t\t<\/h1>\n\t\t\t\t\t\t\t\t\t\t
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M\u1ed9t c\u00f4ng ty d\u01b0\u1ee3c ph\u1ea9m sinh h\u1ecdc mu\u1ed1n \u0111\u00e1nh gi\u00e1 hi\u1ec7u qu\u1ea3 c\u1ee7a c\u00e1c cu\u1ed9c thi b\u00e1n h\u00e0ng v\u00e0 ch\u01b0\u01a1ng tr\u00ecnh ph\u1ea7n th\u01b0\u1edfng SPIFF trong b\u1ed1i c\u1ea3nh c\u00e1c k\u1ebf ho\u1ea1ch b\u1ed3i th\u01b0\u1eddng bi\u1ebfn \u0111\u1ed5i cho nhi\u1ec1u nh\u01b0\u1ee3ng quy\u1ec1n b\u00e1n h\u00e0ng kh\u00e1c nhau.<\/p>\n\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n

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T\u00e1c \u0111\u1ed9ng<\/h2>\n\n\n\n

Nh\u1edd v\u00e0o k\u1ebft qu\u1ea3 nghi\u00ean c\u1ee9u c\u1ee7a \u0111\u1ed9i ng\u0169 Khoa h\u1ecdc Quy\u1ebft \u0111\u1ecbnh, c\u00f4ng ty \u0111\u00e3 t\u00e1i c\u1ea5u tr\u00fac l\u1ea1i c\u00e1ch t\u1ed5 ch\u1ee9c cu\u1ed9c thi b\u00e1n h\u00e0ng v\u00e0 ph\u1ea7n th\u01b0\u1edfng SPIFF \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c k\u1ebft qu\u1ea3 \u1ea5n t\u01b0\u1ee3ng h\u01a1n.<\/p>\n<\/div>\n\n\n\n

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Ng\u00e0nh<\/h2>\n\n\n\n

D\u01b0\u1ee3c ph\u1ea9m<\/p>\n<\/div>\n\n\n\n

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Kh\u00f4ng gian gi\u1ea3i quy\u1ebft v\u1ea5n \u0111\u1ec1<\/h2>\n\n\n\n

T\u1ea1o \u0111\u1ed9ng l\u1ef1c cho \u0111\u1ed9i ng\u0169 b\u00e1n h\u00e0ng<\/p>\n<\/div>\n\n\n\n

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D\u1ecbch v\u1ee5<\/h2>\n\n\n\n

Cu\u1ed9c thi v\u00e0 kh\u00edch l\u1ec7<\/p>\n\n\n\n

Nghi\u00ean c\u1ee9u v\u00e0 ph\u00e2n t\u00edch<\/p>\n<\/div>\n\n\n\n

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<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/linearGradient><\/defs><\/svg><\/span><\/div>\n\n\n

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Cu\u1ed9c thi b\u00e1n h\u00e0ng c\u00f3 th\u1ef1c s\u1ef1 th\u00fac \u0111\u1ea9y hi\u1ec7u su\u1ea5t?<\/h2>\n\n\n\n

M\u1ed9t c\u00f4ng ty d\u01b0\u1ee3c ph\u1ea9m sinh h\u1ecdc h\u00e0ng \u0111\u1ea7u \u0111\u00e3 d\u1ef1a v\u00e0o c\u00e1c cu\u1ed9c thi b\u00e1n h\u00e0ng v\u00e0 ch\u01b0\u01a1ng tr\u00ecnh ph\u1ea7n th\u01b0\u1edfng SPIFF \u0111\u1ec3 kh\u00edch l\u1ec7 \u0111\u1ed9i ng\u0169 c\u1ee7a m\u00ecnh, nh\u01b0ng h\u1ecd kh\u00f4ng ch\u1eafc ch\u1eafn nh\u1eefng \u0111\u1ed9ng l\u1ef1c n\u00e0y th\u1ef1c s\u1ef1 hi\u1ec7u qu\u1ea3 \u0111\u1ebfn \u0111\u00e2u. V\u1edbi nhi\u1ec1u nh\u00e3n hi\u1ec7u b\u00e1n h\u00e0ng v\u00e0 c\u1ea5u tr\u00fac l\u01b0\u01a1ng th\u01b0\u1edfng ph\u1ee9c t\u1ea1p, h\u1ecd c\u1ea7n m\u1ed9t c\u00e2u tr\u1ea3 l\u1eddi r\u00f5 r\u00e0ng: li\u1ec7u nh\u1eefng ch\u01b0\u01a1ng tr\u00ecnh n\u00e0y c\u00f3 th\u00fac \u0111\u1ea9y hi\u1ec7u su\u1ea5t th\u1ef1c s\u1ef1 kh\u00f4ng, hay ch\u1ec9 l\u00e0 nh\u1eefng chi ph\u00ed th\u00eam m\u00e0 kh\u00f4ng mang l\u1ea1i nhi\u1ec1u l\u1ee3i \u00edch?<\/p>\n<\/div>\n\n\n\n

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Kh\u00e1m ph\u00e1 d\u1eef li\u1ec7u<\/h2>\n\n\n\n

\u0110\u1ec3 kh\u00e1m ph\u00e1 \u0111i\u1ec1u n\u00e0y, nh\u00f3m Khoa h\u1ecdc Quy\u1ebft \u0111\u1ecbnh c\u1ee7a ch\u00fang t\u00f4i \u0111\u00e3 x\u1eafn tay \u00e1o v\u00e0 l\u1eb7n s\u00e2u v\u00e0o d\u1eef li\u1ec7u v\u1ec1 l\u01b0\u01a1ng th\u01b0\u1edfng, hi\u1ec7u su\u1ea5t v\u00e0 s\u1ef1 tham gia c\u1ee7a c\u00f4ng ty. Ch\u00fang t\u00f4i \u0111\u00e3 ti\u1ebfn h\u00e0nh m\u1ed9t ph\u00e2n t\u00edch to\u00e0n di\u1ec7n \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh ch\u00ednh x\u00e1c y\u1ebfu t\u1ed1 n\u00e0o \u0111ang \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn k\u1ebft qu\u1ea3 b\u00e1n h\u00e0ng. Li\u1ec7u c\u00e1c ph\u1ea7n th\u01b0\u1edfng SPIFF \u0111ang ho\u1ea1t \u0111\u1ed9ng hi\u1ec7u qu\u1ea3 h\u01a1n cho c\u00e1 nh\u00e2n hay cho \u0111\u1ed9i ng\u0169? Th\u1eddi gian ch\u1ea1y \u0111ua c\u00f3 t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn s\u1ef1 nhi\u1ec7t t\u00ecnh kh\u00f4ng? C\u1ea5u tr\u00fac n\u00e0o \u0111ang th\u1ef1c s\u1ef1 mang l\u1ea1i hi\u1ec7u qu\u1ea3 h\u01a1n c\u00e1c ph\u01b0\u01a1ng th\u1ee9c kh\u00e1c?<\/p>\n\n\n\n

Ch\u00fang t\u00f4i \u0111\u00e3 kh\u00e1m ph\u00e1 s\u00e2u, h\u00e9 l\u1ed9 nh\u1eefng hi\u1ec3u bi\u1ebft quan tr\u1ecdng v\u1ec1 \u0111i\u1ec1u g\u00ec \u0111\u00e3 ph\u00e1t huy hi\u1ec7u qu\u1ea3 v\u00e0 \u0111i\u1ec1u g\u00ec ch\u01b0a \u1ed5n khi thi\u1ebft k\u1ebf c\u00e1c kh\u00edch l\u1ec7 b\u00e1n h\u00e0ng m\u1ea1nh m\u1ebd.<\/p>\n<\/div>\n\n\n\n

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M\u1ed9t c\u00e1ch ti\u1ebfp c\u1eadn th\u00f4ng minh h\u01a1n \u0111\u1ec3 truy\u1ec1n c\u1ea3m h\u1ee9ng b\u00e1n h\u00e0ng<\/h2>\n\n\n\n

V\u1edbi nh\u1eefng ph\u00e1t hi\u1ec7n m\u1edbi, c\u00f4ng ty \u0111\u00e3 thay \u0111\u1ed5i ho\u00e0n to\u00e0n c\u00e1ch th\u1ee9c t\u1ed5 ch\u1ee9c c\u00e1c cu\u1ed9c thi b\u00e1n h\u00e0ng v\u00e0 c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh ph\u1ea7n th\u01b0\u1edfng SPIFF, \u00e1p d\u1ee5ng c\u00e1c chi\u1ebfn l\u01b0\u1ee3c d\u1ef1a tr\u00ean d\u1eef li\u1ec7u \u0111\u1ec3 t\u1ed1i \u01b0u h\u00f3a k\u1ebft qu\u1ea3. Nh\u1eefng \u0111i\u1ec3m n\u1ed5i b\u1eadt nh\u1ea5t bao g\u1ed3m:<\/p>\n\n\n\n

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  • Th\u1eddi \u0111i\u1ec3m r\u1ea5t quan tr\u1ecdng:<\/strong> C\u00e1c ch\u01b0\u01a1ng tr\u00ecnh ph\u1ea7n th\u01b0\u1edfng SPIFF ng\u1eafn h\u1ea1n v\u00e0 \u0111\u00fang l\u00fac th\u01b0\u1eddng hi\u1ec7u qu\u1ea3 h\u01a1n c\u00e1c cu\u1ed9c thi k\u00e9o d\u00e0i l\u00ea th\u00ea.<\/li>\n\n\n\n
  • Ph\u1ea7n th\u01b0\u1edfng d\u1ef1a tr\u00ean m\u1ee5c ti\u00eau:<\/strong> Khuy\u1ebfn kh\u00edch g\u1eafn li\u1ec1n v\u1edbi th\u00e0nh t\u1ef1u c\u00e1 nh\u00e2n hi\u1ec7u qu\u1ea3 h\u01a1n so v\u1edbi x\u1ebfp h\u1ea1ng theo b\u1ea3ng.<\/li>\n\n\n\n
  • M\u1ed9t s\u1ef1 k\u1ebft h\u1ee3p c\u00e2n b\u1eb1ng l\u00e0 ch\u00eca kh\u00f3a<\/strong>: S\u1ef1 ph\u1ed1i h\u1ee3p gi\u1eefa ph\u1ea7n th\u01b0\u1edfng ti\u1ec1n m\u1eb7t v\u00e0 kh\u00f4ng ti\u1ec1n m\u1eb7t \u0111\u00e3 duy tr\u00ec s\u1ef1 g\u1eafn k\u1ebft \u1edf m\u1ee9c cao.<\/li>\n\n\n\n
  • Nh\u1eefng c\u01a1 h\u1ed9i d\u1ef1a tr\u00ean th\u1ecb tr\u01b0\u1eddng mang l\u1ea1i k\u1ebft qu\u1ea3: <\/strong>T\u1eadp trung v\u00e0o s\u1ef1 bi\u1ebfn \u0111\u1ed9ng b\u00e1n h\u00e0ng \u1edf t\u1eebng khu v\u1ef1c gi\u00fap cho c\u00e1c \u0111\u1ed9ng l\u1ef1c tr\u1edf n\u00ean h\u1ea5p d\u1eabn v\u00e0 th\u00fac \u0111\u1ea9y m\u1ea1nh m\u1ebd h\u01a1n.<\/li>\n\n\n\n
  • Tr\u00e1nh tr\u00f9ng l\u1eb7p:<\/strong> \u0110\u1ea3m b\u1ea3o c\u00e1c cu\u1ed9c thi kh\u00f4ng ch\u1ed3ng ch\u00e9o v\u1edbi c\u00e1c ch\u1ec9 s\u1ed1 th\u01b0\u1edfng hi\u1ec7n c\u00f3 gi\u00fap duy tr\u00ec \u0111\u1ed9ng l\u1ef1c h\u0103ng say v\u00e0 gi\u1ea3m thi\u1ec3u s\u1ef1 nh\u1ea7m l\u1eabn.<\/li>\n<\/ul>\n\n\n\n

    V\u1edbi nh\u1eefng hi\u1ec3u bi\u1ebft m\u1edbi n\u00e0y, c\u00f4ng ty \u0111\u00e3 ho\u00e0n thi\u1ec7n c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh kh\u00edch l\u1ec7 c\u1ee7a m\u00ecnh, h\u00f2a nh\u1ecbp v\u1edbi nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c \u0111\u00e3 \u0111\u01b0\u1ee3c ch\u1ee9ng minh \u0111\u1ec3 th\u00fac \u0111\u1ea9y th\u00e0nh c\u00f4ng trong b\u00e1n h\u00e0ng. K\u1ebft qu\u1ea3 l\u00e0 m\u1ed9t c\u00e1ch ti\u1ebfp c\u1eadn th\u00f4ng minh h\u01a1n, hi\u1ec7u qu\u1ea3 h\u01a1n \u0111\u1ec3 t\u1ea1o \u0111\u1ed9ng l\u1ef1c cho \u0111\u1ed9i ng\u0169 b\u00e1n h\u00e0ng c\u1ee7a h\u1ecd, d\u1ef1a tr\u00ean d\u1eef li\u1ec7u thay v\u00ec \u0111o\u00e1n m\u00f2.<\/p>\n<\/div>\n<\/div>\n\n\n\n

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    Kh\u1ea3 N\u0103ng D\u1eabn D\u1eaft T\u01b0 Duy<\/h2>\n\n\n\n

    H\u1ecdc h\u1ecfi t\u1eeb nh\u1eefng ng\u01b0\u1eddi gi\u1ecfi nh\u1ea5t. C\u00e1c chuy\u00ean gia d\u1eabn d\u1eaft t\u01b0 duy c\u1ee7a BIW mang \u0111\u1ebfn cho b\u1ea1n g\u00f3c nh\u00ecn s\u00e2u s\u1eafc h\u01a1n v\u1ec1 ngh\u1ec7 thu\u1eadt truy\u1ec1n c\u1ea3m h\u1ee9ng trong kinh doanh.<\/p>\n<\/div>\n\n\n\n

    \n\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

    M\u1ed9t c\u00f4ng ty d\u01b0\u1ee3c ph\u1ea9m sinh h\u1ecdc h\u00e0ng \u0111\u1ea7u \u0111\u00e3 \u0111\u1eb7t nghi v\u1ea5n v\u1ec1 hi\u1ec7u qu\u1ea3 c\u1ee7a c\u00e1c cu\u1ed9c thi b\u00e1n h\u00e0ng v\u00e0 ch\u01b0\u01a1ng tr\u00ecnh th\u01b0\u1edfng SPIFF c\u1ee7a h\u1ecd. Nh\u00f3m Khoa h\u1ecdc D\u1eef li\u1ec7u (Decision Sciences) c\u1ee7a ch\u00fang t\u00f4i \u0111\u00e3 ph\u00e2n t\u00edch d\u1eef li\u1ec7u v\u00e0 kh\u00e1m ph\u00e1 nh\u1eefng hi\u1ec3u bi\u1ebft then ch\u1ed1t, t\u1eeb \u0111\u00f3 x\u00e2y d\u1ef1ng m\u1ed9t c\u00e1ch ti\u1ebfp c\u1eadn th\u00f4ng minh h\u01a1n trong vi\u1ec7c th\u00fac \u0111\u1ea9y \u0111\u1ed9ng l\u1ef1c b\u00e1n h\u00e0ng. Kh\u00e1m ph\u00e1 c\u00e1ch c\u00e1c chi\u1ebfn l\u01b0\u1ee3c d\u1ef1a tr\u00ean d\u1eef li\u1ec7u \u0111\u00e3 chuy\u1ec3n h\u00f3a ch\u01b0\u01a1ng tr\u00ecnh khuy\u1ebfn kh\u00edch v\u00e0 th\u00fac \u0111\u1ea9y th\u00e0nh c\u00f4ng trong b\u00e1n h\u00e0ng.<\/p>\n","protected":false},"featured_media":1337,"template":"","meta":{"case_study_logo":1241,"unique_title":"T\u1ed1i \u01b0u h\u00f3a c\u00e1c cu\u1ed9c thi b\u00e1n h\u00e0ng v\u00e0 ph\u1ea7n th\u01b0\u1edfng SPIFF \u0111\u1ec3 \u0111\u1ea1t hi\u1ec7u qu\u1ea3 t\u1ed1i \u0111a","unique_cta":"","featured_image_focal_point":{"x":0.5,"y":0.5},"footnotes":""},"content-topic":[50,66,54],"problem-space":[52],"class_list":["post-1629","case-study","type-case-study","status-publish","has-post-thumbnail","hentry","content-topic-contests-and-incentives","content-topic-life-sciences-and-healthcare","content-topic-research-and-analytics","problem-space-sales-team-motivation"],"yoast_head":"\nT\u1ed1i \u01b0u h\u00f3a c\u00e1c cu\u1ed9c thi b\u00e1n h\u00e0ng v\u00e0 ph\u1ea7n th\u01b0\u1edfng SPIFF \u0111\u1ec3 \u0111\u1ea1t hi\u1ec7u qu\u1ea3 t\u1ed1i \u0111a - Vietnam (English)<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.biworldwide.com\/vn-vn\/our-work\/case-study\/optimizing-sales-contests-spiffs-for-maximum-impact\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"T\u1ed1i \u01b0u h\u00f3a c\u00e1c cu\u1ed9c thi b\u00e1n h\u00e0ng v\u00e0 ph\u1ea7n th\u01b0\u1edfng SPIFF \u0111\u1ec3 \u0111\u1ea1t hi\u1ec7u qu\u1ea3 t\u1ed1i \u0111a - Vietnam (English)\" \/>\n<meta property=\"og:description\" content=\"M\u1ed9t c\u00f4ng ty d\u01b0\u1ee3c ph\u1ea9m sinh h\u1ecdc h\u00e0ng \u0111\u1ea7u \u0111\u00e3 \u0111\u1eb7t nghi v\u1ea5n v\u1ec1 hi\u1ec7u qu\u1ea3 c\u1ee7a c\u00e1c cu\u1ed9c thi b\u00e1n h\u00e0ng v\u00e0 ch\u01b0\u01a1ng tr\u00ecnh th\u01b0\u1edfng SPIFF c\u1ee7a h\u1ecd. Nh\u00f3m Khoa h\u1ecdc D\u1eef li\u1ec7u (Decision Sciences) c\u1ee7a ch\u00fang t\u00f4i \u0111\u00e3 ph\u00e2n t\u00edch d\u1eef li\u1ec7u v\u00e0 kh\u00e1m ph\u00e1 nh\u1eefng hi\u1ec3u bi\u1ebft then ch\u1ed1t, t\u1eeb \u0111\u00f3 x\u00e2y d\u1ef1ng m\u1ed9t c\u00e1ch ti\u1ebfp c\u1eadn th\u00f4ng minh h\u01a1n trong vi\u1ec7c th\u00fac \u0111\u1ea9y \u0111\u1ed9ng l\u1ef1c b\u00e1n h\u00e0ng. 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