Measuring Marketing

Chapter 106 Four Factor Model

Measurement Need

Performance appraisal of salespeople is complex. Qualitative influences like attitude, emotional resiliency, and persistence play an important role in selling success, but are difficult to objectively evaluate. While achieving consistently successful sales results is never assured, certain tasks performed by sales people are clear and measurable since they are developed with a specific eye toward growth in revenues, profits, units sold, and number of customers. These tasks are part of the selling routine and include setting personal goals, identifying customer targets, organizing the sales tactics for each customer, scheduling sales calls, closing sales and, finally, following up with the customer ...