Evaluation of Selling Performance: A Study of Current Practices |
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| Authors: | Donald W. Jackson Jr. Janet E. Keith John L. Schlacter |
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| Affiliation: | 1. Donald W. Jackson, Jr. is Professor of Marketing and Director of Research in the College of Business Administration at Arizona State University. He is a frequent contributor to the business literature, having published articles in the Journal of Advertising and the Journal of the Academy of Marketing Science among others. Dr. Jackson also serves on the Editorial Review Board of the Journal of Marketing. He is an active consultant and has trained salespeople and sales managers throughout North America.;2. Janet E. Keith is a doctoral candidate in the Department of Marketing at Arizona State University. She is a 1983–84 recipient of a Richard D. Irwin Doctoral Fellowship and an Academy of Marketing Science Scholarship. Her research interests center around channels of distribution and sales management.;3. John L. Schlacter (Ph.D., Ohio State University) is Professor of Marketing at Arizona State University. He is involved in executive development programs at Arizona State University and with Sales and Marketing Executives International. In addition, he is a consultant in both the profit and not-for-profit sectors, where he is a frequent contributor to the management and marketing literature. |
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| Abstract: | AbstractPerformance evaluation of salespeople is particularly important in this era of escalating costs and concern with productivity. This study of 213 sales executives indicated that sales managers tended to rely on qualitative bases for evaluation, used only a narrow set of quantitative bases, and evaluated salespeople over only a narrow range of selling activities. Suggestions for improving performance evaluation are provided. Findings of the study indicate that salesforce evaluation procedures utilized in practice differ from those provided in the sales management literature. |
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