Salesperson evaluation: A systematic structure for reducing judgmental biases

James W. Gentry, John C. Mowen, Lori Tasaki

Research output: Contribution to journalArticle

25 Citations (Scopus)

Abstract

Cognitive biases affect the evaluation of performance in all managerial areas, and the evaluation of sales personnel is especially problematic due to its unique nature. A model of the sales force evaluation process is presented and is used to provide a framework for discussing common biases affecting the expectations of the sales manager. Suggestions are made as to how one can mitigate the effects of the use of sub-optimal decision heuristics, and propositions are presented with the intent of noting future areas of study.

Original languageEnglish (US)
Pages (from-to)27-38
Number of pages12
JournalJournal of Personal Selling and Sales Management
Volume11
Issue number2
DOIs
StatePublished - Jan 1 1991

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sales
Sales
trend
evaluation
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personnel
Managers
Personnel
manager
performance
Evaluation
Salesperson
Sales manager
Sales force
Decision heuristics
Cognitive bias

ASJC Scopus subject areas

  • Human Factors and Ergonomics
  • Management of Technology and Innovation

Cite this

Salesperson evaluation : A systematic structure for reducing judgmental biases. / Gentry, James W.; Mowen, John C.; Tasaki, Lori.

In: Journal of Personal Selling and Sales Management, Vol. 11, No. 2, 01.01.1991, p. 27-38.

Research output: Contribution to journalArticle

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