Career Path Charting: Framework for Sales Force Evaluation

Dalrymple, Douglas J.; Strahle, William M.
June 1990
Journal of Personal Selling & Sales Management;Summer90, Vol. 10 Issue 3, p59
Academic Journal
The article presents several methods of evaluating sales force performance. The variables of performance measurement used in the study is age, experience, sales, sales growth, and penetration. Career cycle research has found low performance ratings for young exploring salespeople, higher ratings for established representatives, peak ratings for maintenance, salespeople, and declining ratings for the oldest disengagement salespeople. Sales showed increase from the exploration to the establishment stage of the career cycle. Sales, contribution dollars, penetration, sales to quota, sales growth, and commissions per month declined in the maintenance stage before increasing again in the disengagement phase. Career cycle and multiple variable frameworks both provided some useful information for sales force evaluation. The age of salespeople varies significantly across the sales revenue and contribution margin dimensions. The career cycle framework suggests that young representatives start out with low sales and revenues increase with experience.


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