Sales force evaluation is an assessment of the overall personal selling effort. The evaluation process helps to measure whether the selling effort is on target with respect to the goals established and also provides strong clues of where and how the selling effort can be improved.
Sales analysis and cost analysis are major techniques sales managers use to evaluate sales force efforts. To supplement these analyses, objective measures such as output evaluation criteria, input evaluation criteria, and ratio of output to input can be employed.
- ^ American Marketing Association, AMA Dictionary.