This document discusses evaluating sales force performance, including determining factors that influence it, selecting criteria for evaluation, establishing performance standards, and monitoring performance. It outlines internal factors like motivation and external factors like the environment that affect sales force performance. Methods of evaluation include rating scales, rankings, and management by objectives to assess sales volumes, orders, costs, and provide feedback to improve sales.

1. Chapter - 16
Evaluating Sales Force
Performance

2. Evaluating Sales Force
Performance
2
Objectives
 Sales force performance
 Determinants of sales force performance
 Performance evaluation
 Information sources for evaluation
 Criteria for the evaluation of Sales force performance
 Establishing performance standards
 Methods of sales force evaluation
 Monitoring and reviewing of sales force performance

3. Evaluating Sales Force
Performance
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Determinants of Sales Force
Performance
 Internal Factors
 Motivation
 Skill Level
 Job Satisfaction
 Role Perception
 Personal Factors
 Ego Derive
 Empathy

4. Evaluating Sales Force
Performance
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Determinants of Sales Force
Performance
 External Factors
 Environmental Factors
 Organizational Factors
 Sales Management Function

5. Evaluating Sales Force
Performance
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Performance Evaluation
 Sales Force Evaluation Process
Determine Factors that Influence Sales Force Performance
Select the Criteria for Sales Force Evaluation
Establish the Performance Standard
Compare Sales Force Performance
Performance Review and Feedback

6. Evaluating Sales Force
Performance
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Performance Evaluation
 Purpose and reason
 To be aware of company objectives
 To improve motivation skills
 To appraise the past performance
 To develop a sales plan to increase future sales
 Who should evaluate
 When to evaluate

7. Evaluating Sales Force
Performance
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Information Source for Evaluation
 Company records
 Reports from salespersons
 Customers
 Manager’s field visit
 Manager’s personal insight
 Other sources

8. Evaluating Sales Force
Performance
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Criteria for the Evaluation of Sales
Force Performance
 Quantitative Criteria
 Sales Skills
 Territory Management
 Personality

9. Evaluating Sales Force
Performance
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Criteria for the Evaluation of Sales
Force Performance
 Quantitative Criteria
 Sales volume
 Average calls per day
 Sales orders
 Ratio of selling costs to sales
 Gross profit obtained from new customer

10. Evaluating Sales Force
Performance
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Establishing Performance Standards
 Quantity standards
 Quality standards
 Time-based standards
 Cost-based standards

11. Evaluating Sales Force
Performance
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Method of Sales Force Evaluation
 Essays
 Rating scales
 Forced Choice Method
 Ranking
 New Methods of Evaluation
 Critical incident appraisal
 Work standard method
 Management by objectives
 Behavioral anchored rating scale
 Family measures as a method of sales force performance
evaluation

12. Evaluating Sales Force
Performance
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Monitoring and Reviewing Sales Force
Performance
 Sales force performance can be measured with
the help of…
 Sales reports
 Invoices
 Order forms
 Accounting records
 Direct interaction

13. Evaluating Sales Force
Performance
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Summary
 Sales force performance
 Determinants of sales force performance
 Performance evaluation
 Information sources for evaluation
 Criteria for the evaluation of Sales force performance
 Establishing performance standards
 Methods of sales force evaluation
 Monitoring and reviewing of sales force performance

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