ABSTRACT
Performance evaluations should be a process that provides a forum for dialogue between a salesperson and the sales manager, focused on gaining the impetus for future professional development and performance success. A key issue in evaluating the performance of salespeople is the distinction among the concepts of behavior, performance, and effectiveness. The use of outputs, inputs, and ratios to measure salesperson performance is a recognition of the nature of the relationship selling process. The number of orders each salesperson secures is often used to assess the responsibility to ultimately close sales. The various account measures provide a perspective on the equity of territory assignments and also on how the salesperson is handling the territory.
