The Handbook of Marketing presents a major retrospective and prospective overview of the field of marketing, and provides a landmark reference at a time when many of the traditional boundaries and domains within the marketing discipline have been subject to change. The Handbook frames, assesses and synthesizes the work in the field and helps to define and shape its current and future development. It includes contributions from leading scholars in the field, and the input of an international and extremely distinguished advisory board of marketing academics. The Handbook of Marketing will be invaluable to advanced undergraduates, graduate students and academics in marketing.
Chapter 11: Salesforce Management – Compensation, Motivation, Selection and Training
Salesforce Management – Compensation, Motivation, Selection and Training
Selling products or services is critical to the success of any business and salespeople often play a critical role in generating sales by communicating the advantages and purchase conditions of offers. Even though personal selling is of utmost importance for free market economies, salesforce management issues are an under-researched area within marketing. Perhaps the reason for this neglect is that the task of selling has had a negative image in society (Mason, 1965) and continues to have this image as people equate all salespeople with the aggressive used-car and door-to-door salespeople they have personally encountered. Despite this poor image, selling is a serious profession that involves many complex management ...