ABSTRACT
This chapter discusses the different purposes of salesperson performance evaluations. Customer relationship management and its accompanying technologies and metrics have provided more data than ever before directed at managing and improving sales performance. In order to more effectively manage the salesforce, sales leaders must break the numbers habit and make a conscious effort to refocus their attention from the scoreboard and onto the game and players. Hybrid approaches incorporating both outcome-based and behavior-based measures place considerable emphasis on the following: supervision; evaluation of attitude, effort, and quantitative results; and complete, accurate paperwork. The chapter presents the measurement and importance of salesperson job satisfaction. Professional development criteria assess improvements in certain characteristics of salespeople that are related to successful performance in the sales job. Conducting a comprehensive evaluation of salesperson performance typically requires consideration of behavioral professional development, results, and profitability criteria.
