The use of human judgement models in evaluating sales force performance

Article Abstract:

Randomly chosen sales managers were given a hypothetical situation concerning a manager who must evaluate six salespeople. Seven attributes were chosen and the respondents were given the hypothetical manager's analysis. They were then told to evaluate the salespeople themselves. The attributes were: product knowledge, customer relations, sales volume and ability to meet quotas, sales presentation, appearance and expense control. Five models of human judgement were used with the weighted linear compensatory model being the most consistent in predictive ability. Other models used were: simple linear compensatory model, lexicographic model, and disjunctive and conjunctive models. It was found that decisions did vary depending on the type of attribute considered. When considering promotions or transfers, product knowledge and customer relations were ranked as important. Due to certain limitations of this study, future research might study actual evaluations or focus on a better model of human judgement applicable to the situation.

Psychological aspects, Evaluation, Judgment, Judgment (Psychology)

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The use of human judgement models in sales force selection decisions

Article Abstract:

The purpose of this study was to examine the choice process by which sales managers select a salesperson from a pool of applicants. Sales managers randomly selected from a commercial mailing list were mailed a questionnaire containing a hypothetical selection scenario profiling several salespersons possessing differing qualifications and characteristics. Respondents were asked to make selection decisions based on the scenario by indicating their judgements of the overall qualifications of the candidates as well as situation-specific selection decisions. Simple and weighted linear compensatory models, in general, exhibit superior predictive ability to the non-compensatory models, but the predictive superiority is significantly less for situation-specific selection decisions than for judgments of overall qualifications. (Reprinted by permission of the publisher.)

Analysis, Recruiting, Employee selection

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Sales training and impression management

Article Abstract:

Impression management as a tool for sales people is the manipulation of communication techniques to create a desirable impression among prospective buyers. Specific manipulation techniques are examined and explained. The issue is also analyzed from the perspective of the sales manager, with methods for testing sales people's impression management abilities and training techniques for improving these abilities.

Methods, Selling, Employee training

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