PART TWOIMPLEMENTATION OF THE SALES PROGRAM
IMPLEMENTATION OF THE SALES PROGRAM
Salesperson Performance: Behavior, Role Perception, and
Satisfaction
Understanding salesperson performance and its importance I in
sales management? The Model Rewards Satisfaction The Salespersons
Role Perceptions The Salespersons Role Susceptibility of the
Salespersons Role Role Conflict and Ambiguity Role Accuracy
Understanding Salesperson Performance
Sales management involves three interrelated processes: The
formulation of the sales program The implementation of sales
program The evaluation and control of sales force management
Model of the determinants of a salespersons performance
The Model1.
Five basic factors
The role perception componentRole accuracy Perceived role
conflict Perceived role ambiguity
2.
The aptitude component
3.4.
The Skill level component The Motivation componentMotivation
Expectancies Valences
Physical factors (age, height, sex and physical attraction
Aptitude factors (verbal intelligence, mathematical ability and
sales expertise) Personality characteristics (empathy, ego
strength, sociability, aggressiveness and dominance)
5.
The Personal, Organizational & Environmental variable
componentOrganizational variables Personal variables OCB
(organizational citizenship behaviors)
Sportsmanship Civic virtue Conscientiousness Altruism
Components of Organizational Citizenship
Rewards
1. 2.
Extrinsic rewards Intrinsic rewards
Satisfaction1.
2.3. 4. 5. 6.
7.
The job itself Fellow workers Supervision Company policies and
support Pay Promotion and advancement opportunities Customers
The Salespersons Role Perception
Feeling of ambiguity, conflict and inaccurate role perception
can cause psychological stress and job related anxiety for
salespeople. This in turn leads to low performance.
Sales perceptions of the job
The Salespersons Role
Stage 1: Role partners communicate expectations Stage 2:
Salespeople develop perceptions Stage 3: Salesperson behavior
Susceptibility of the Salespersons Role
Boundary position
The remote sales force Selling in a team Innovation in
communication affects the sales role
Large role set
Innovative role
Role Conflict & Ambiguity
Common expectations and key areas of conflict and
ambiguity1.2.
3.4.
Different role partners emphasize different types of
expectations Perceived role expectations are consistent among
salespeople Industrial salespeople are more certain about their job
delivery and evaluation Most salespeople perceive conflict between
customer expectation and company policiesPsychological consequences
Behavioral consequences
Consequences of conflict and ambiguity1. 2.
Causes of conflict and ambiguity
Causes & Consequences of a salespersons Job Perception
Role Accuracy
Nature of role accuracy
General role inaccuracy Linkage role inaccuracy
