Evaluation of Selling Performance: A Study of Current Practices

Jackson Jr., Donald W.; Keith, Janet E.; Schlacter, John L.
November 1983
Journal of Personal Selling & Sales Management;Nov83, Vol. 3 Issue 2, p43
Academic Journal
The article examines the sales performance review process and analyses performance evaluation methods actually utilized, and offers suggestions for improvements in performance evaluation. Evaluation of performance involves comparing results with objectives to determine if success has been achieved. In order to examine the variability of performance evaluation across different types of firms, the data were analyzed by several corporate demographics. Specifically, practices were compared between large and small firms, between industrial and consumer manufacturers, and between manufacturing and service firms. Analyses comparing larger firms with smaller firms revealed that evaluation procedures and performance bases utilized did not vary by firm size. Similarly, evaluation procedures did not vary among industrial and consumer manufacturers. Finally, the analyses revealed several differences among manufacturers and service firms in procedures and bases used in performance evaluation. In addition, manufacturers and service firms differed with respect to bases used in performance evaluation.


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