ABSTRACT
Sales managers plan, implement, and control sales activities. In order to control activities that lead to the attainment of planned goals, evaluation must occur. For example, if a sales force goal is to increase the number of new customers by 10 percent in six months, the sales manager must monitor progress toward that goal. Without evaluation, it is difficult to know what has worked, what has not, and why. When evaluating, the sales manager must pause, reflect on what has happened, and learn from this experience. Since market and competitor conditions change rapidly, managers must monitor past decisions to identify ways to improve future performance.
