17-19 Assessing sales force productivity is a major responsibility of the sales manager. Why is the problem of assessing productivity an

17-19 Assessing sales force productivity is a major responsibility of the sales manager. Why is the problem of assessing productivity an

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January 13, 2022
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17-19 Assessing sales force productivity is a major responsibility of the sales manager. Why is the problem of assessing productivity and performance more complicated than at first glance? Describe some of the quantitative and qualitative criteria used to assess salespersons.

Answer and ExplanationSolution by a verified expert

Chapter 17, End of Chapter, MyMarketingLab, Exercise 17-19
Page 370
Explanation
The sales revenue does not always reflect a clear picture of the productivity of the salesforce due to various reasons. The business environment plays out differently in different areas. For example, for a product that has a high demand in the market. In such cases, the sales force may not have to give much effort for selling the product. Due to the existing customer demand, the product is performing well. In such a situation, the sales force's performance may be difficult to evaluate.

Verified Answer
The problem of accessing the performance and productivity at first glance is difficult because sometimes the sales revenue may not be the same as the performance of the salespeople.

The qualitative criteria for assessing salesperson are as follows-

Qualitative criteria- The parameters of qualitative criteria are-

Product knowledge - Product knowledge is important as it gives a lot of advantages while selling in terms of offering benefits to the customers. The salesperson provides the details of each product to the customers.
Personality- The personality of the salesperson is important as it plays a major role in selling. A salesperson with a smart and confident personality may bring more revenue to the company.
Selling skills- Selling skills can determine the effort being put by the salesman based on the skills he possesses. It means the ability of a salesperson to influence a customer to buy a product or service.
The quantitative criteria for assessing salesperson are as follows-

Sales volume- The sales volume achieved as per the targets given to each sales executive. Sales executives are given targets that are to be achieved within a specified time.
The number of accounts opened- The number of new accounts opened in a financial year can determine the productivity or performance of a salesperson.
The number of customer calls- The number of sales calls done and conversion on it are also considered as better performance.

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