CHAPTER II

REVIEW OF RELATED LITERATURE AND STUDIES

The purpose of this paper is to give detailed review of the literature of sales effectiveness
through some given factors. Customers perception and judgment about what they have
encountered in your business is the best basis for your study. This part of this study will help the
reader to gain knowledge more facts about sales effectiveness.
Increasing sales effectiveness are related to improving immature sales methodologies and
processes, increasing the ability to attract, retain and grow sales talent, and driving tangible
business outcomes from sales technology. Improving the quality, employees attitude, and all the
given factors really affect sales effectiveness. Increasing sales need a study about a business
customers. Its not just a theory but it was studied by experts.
Like the quality of the relationship between the sales person and the customer. It
determines the probability of continued interchange between those parties in the future. A
relationship quality model is advanced and tested that examines the nature, consequences, and
antecedents of relationship quality, as perceived by the customer. The findings suggest that
future sales opportunities depend mostly into sales hinges more on conventional source
characteristics of similarity and expertise. Relational selling behaviors such as cooperative
intentions, mutual disclosure, and intensive follow up contact generally produce a strong buyerseller bond. (Lawrence A. Crosby, Kenneth R. Evans, & Deborah Cowles).
"By analyzing sales force performance, managers can make changes to optimize sales
going forward. Toward that end, there are many ways to gauge the performance of individual
salespeople and of the sales force as a whole, in addition to total annual sales." In a survey of

nearly 200 senior marketing managers, 54 percent responded that they found the "sales force
effectiveness" metric very useful. (Farris, Paul W.; Neil T. Bendle; Phillip E. Pfeifer; David J.
Reibstein (2010)
The service literature recognizes the importance of personal interaction in creating
satisfied customers (Crosby and Stephen 1987; Parasuraman, Zeithaml, and Berry 1985;
Solomon et al. 1985). The concept of service quality has relevance to service marketing of both a
transactional nature. However, service quality can be considered a necessary, but not sufficient,
condition for relationship quality (Crosby 1989).