Sales force evaluation

Objective of Sales force Effort

Attributes on which products are evaluated

Product life Search Experience Credence
cycle attributes attributes attributes

Introductory Increase Increase trial Need external

phase of visibility trust or start
Product life with related
cycle work with
experience attri
Growth Market Create positive Start building
Low penetration word of mouth own trust
competition
Maturity Sustain Customer Maintain
High comp satisfaction Customer
 Evaluation criteria (measures)

Attributes on which products are evaluated

Product life Search Experience Credence
cycle attributes attributes attributes

Introductory Displays Demonstration No evaluation

phase of organized for
Product life salespersons
cycle required
Growth New retail Customer No. of calls
Low outlets opened complaint Percent
competition New Markets handling conversions

Maturity Market share Sales and Customer base

High comp service
 Developing Metrics

Attributes on which products are evaluated

Product life Search Experience Credence
cycle attributes attributes attributes

Introductory Displays Demonstration No evaluation

phase of organized for
Product life salespersons
cycle required
Growth New retail Customer No. of calls
Low outlets opened complaint Percent
competition New Markets handling conversions
visited
Maturity Market share Sales and
High comp service Customer base
• Identifying the evaluation criteria and
assigning weightages
• Frequency of reporting and appraisal
• Basis of evaluation
• Annual review process
 Advantages
• Equate effort of different sales people
• Ensure effort for different products
• Align marketing and selling
 Monitoring: Subjective versus Objective

Attributes on which products are evaluated

Product life Search Experience Credence
cycle attributes attributes attributes

Introductory Subjective: Subjective: Would be irritating

phase of Would be to the customers
Product life costly
cycle
Growth Largely
Low Objective
competition

Maturity Can develop objective

High comp measures