What is Sales Force Effectiveness and what are the main factors that influence effectiveness of your Sales Force? Where to start when you want to analyze your mature Sales Force and what to look for when you are creating a new sales team?

1. Introduction to
Sales Force Effectiveness
Dragan Cirkovic, June 2017.
www.linkedin.com/in/dragancirkovic/

2. What is Effectiveness
The degree to which objectives are
achieved and the extent to which
targeted problems are solved.

3. Differentiate Efficiency and
Effectiveness!
Efficiency means doing the thing right,
while
Effectiveness means doing the right thing

4. How to know what are the right
things and are you doing it
right?
Do your research!
- Internal research: Sales Force, double calls /
questionnaires
-External research: Top sellers SF activity

5. Effectiveness training is not learning from
the scratch…

6. …but finding that little winning thing that makes the change!

7. What is your Game changer
Where to find motivation? How to make things meaningful
both to you and your sales force? What are the SFE factors
to improve?
Start with a book:
Building a wining sales force by Andris Zoltners
Book is from 2009. and needs an update with new
technologies in everyday life of a sales person, but it will
open your mind and trigger numerous ideas to implement.
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8. Zoltners’s “Five groups of SFE Factors”
in the Sales System
Sales force structure
and roles ActivitiesSalespeople
Definers Shapers Exciters Enlighteners Controllers
The Sales force effectiveness drivers
The Sales System
Source: « Sales Force Effectiveness : A Framework for researchers and practitioners » by Andris Zoltners,
Prabhakant Sinha and Sally Lorimer, Journal of Personal Selling and Sales Management, Spring 2008

9. SFE Drivers I: DEFINERS
Enlighteners
Exciters
Controllers-
Skills
Capabilities
Values
Customer insight
Inspiration
Motivation
Expectations
Success measures
Roles
Territories
Selling Process
Impact
ImpactThe Sales job The Salesperson
Sales
person /
activity
?
?
?
?

10. SFE Drivers II: Shapers
Enlighteners
Exciters
Controllers-
Skills
Capabilities
Values
Customer insight
Inspiration
Motivation
Expectations
Success measures
Roles
Territories
Selling Process
Impact
ImpactThe Sales job The Salesperson
?
?
?
Recruiting
Training
Coaching
Compensation
Sales
person /
activity

11. SFE Drivers III: Enlighteners
Enlighteners
Exciters
- Controllers
Skills
Capabilities
Values
Customer insight
Inspiration
Motivation
Expectations
Success measures
ImpactThe Sales job The Salesperson
?
?
Recruiting
Training
Coaching
Compensation
Customer
Research
Targeting
CMR systems Sales
person /
activity
Roles
Territories
Selling Process
Impact

12. SFE Drivers IV: Exciters
Enlighteners
- Controllers
Skills
Capabilities
Values
Customer insight
Inspiration
Motivation
Expectations
Success measures
ImpactThe Sales job The Salesperson
Leadership
Compensation
Motivation
Meaningful work
?
Recruiting
Training
Coaching
Compensation
Customer Research
Targeting
CMR systems
Sales
person /
activity
Roles
Territories
Selling Process
Impact

13. SFE Drivers V: Controllers
Enlighteners
- Controllers
Skills
Capabilities
Values
Customer insight
Inspiration
Motivation
Expectations
Success measures
ImpactThe Sales job The Salesperson
Leadership
Compensation
Motivation
Meaningful work
Recruiting
Training
Coaching
Compensation
Customer Research
Targeting
CMR systems
KPI management
ERP system
Compensation
Incentives
Sales
person /
activity
Roles
Territories
Selling Process
Impact

14. Conclusion:
Before you start with SFE improvement program, you need
to scan your organization, vertically and horizontally.
Look for SFE factors and rate them, than act on
improvement.
Depending on the Maturity of the organization and SF
team, chose Implementation (I to V) for new, or Diagnosis
(V to I) for mature organization/SF teams.
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15. and in case you wonder how to
visualize Effectiveness, here is an
idea:
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