Salesperson Evaluation: A Systematic Structure for Reducing Judgmental Biases

Gentry, James W.; Mowen, John C.; Tasaki, Lori
March 1991
Journal of Personal Selling & Sales Management;Spring91, Vol. 11 Issue 2, p27
Academic Journal
Cognitive biases affect the evaluation of performance in all managerial areas, and the evaluation of sales personnel is especially problematic due to its unique nature. A model of the sales force evaluation process is presented and is used to provide a framework for discussing common biases affecting the expectations of the sales manager. Suggestions are made as to how one can mitigate the effects of the use of sub-optimal decision heuristics, and propositions are presented with the intent of noting future areas of study.


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