EVALUATING AND CONTROLLING

PERFORMANCE OF SALES FORCE

PRESENTED BY
PRATEEK AGARWAL (49)
PRATEEK VIDYARTHY (50)
PRIYA KUSHWAH (51)
R HARISH BABU (52)
RAHUL KUMAR (53)
RAHUL VYAS (54)
RASHID NAYYAR (55)

WHAT IS SALES FORCE?

The division of a business that is responsible for

selling products or services.

Persons responsible for selling products or

services via direct contact with the customer.

Purpose of Sales force Performance

Evaluation and Control
The basic objective of the
performance
evaluation of salespersons is to
determine
how these salespersons have
performed.
The outcome of sales force
performance
review can be used for other sales
force
management purpose like
To improve the salespersons

performance by identifying the

cause of unsatisfactory
performance.

Conti
To identify the salespeople who may be promoted.
To determine the training needs of the individual

salesperson and the entire sales force.

To identify the salespersons whose services may be
terminated, after giving adequate chances for
improvement.
To motivate salespeople through adequate recognition
and reward for good performance.
To find out their strengths and weaknesses.
The salespersons performance appraisal should be
carefully developed and implemented in order to make
available different types of information that are needed
for several purposes mentioned above.

Procedure for Evaluating and Controlling

Sales force Performance
Step 1

Step 3

Step 5

Set policies on performance

evaluation and control :-

Several studies have generated

information on general Policies
followed by most sales organizations. Some of these are as follows :
Frequency of evaluation.
Who conducts evaluation?
Management by objectives.
Sources of information.

salespeoples
performance evaluation :Before deciding on bases or criteria for
performance evaluation of salespeople, a sales
organization should decide whether it will give
importance to :

Outcome/result-based viewpoint.
Behavior/activity/effort-based viewpoint.
Both outcome-based and behavior based

Establish performance standards :-

Performance standards are generally called

sales quotas.Some companies call them as sales
objectives, sales goals, or sales targets. Setting
performance standards is a difficult, but an
important task.
Sales managers must ensure that performance
standards are fair and reasonable. They should not
be too high or too low.
After the standards of performance are
established, it is equally important to
communicate the same to the salespeople.

Compareactualperformancewiththe
standards:-

In this step, the individual salespersons actual

performance is measured and then compared with the
predetermined performance standards.
Sales managers can use different methods for
measuring
the performance of salespeople. For this, various types of
rating forms or evaluation methods are used
Performance evaluation methods :
1) graphic rating scale.
2) ranking.

Conti.
3) behaviorally anchored rating scale
(BARS).
4) management by objectives (MBO).
5) descriptive statements.

Review performance evaluation with

salespersons :-

The following guidelines are useful when

reviewing,
performance
First performance criteria or bases should be

Conti
The sales person should be asked to review his or

her own performance.

The sales manager should present his view on

salespersons review performance.

Mutual agreement on the performance must be

established.

Decide sales management actions and control :-

Identify the problems areas.

Find causes.
Decide sales management action.