Sales force effectiveness evaluation is a combination of measures that focus on the activities, the level of performance associated with those activities and the effectiveness in terms of producing the desired and measurable effect or goal. Often sales force effectiveness is measured as a multiple part survey completed by the sales person, the client (evaluating the sales call) and the supervisor responsible for evaluating the sales person.

General Measures That Are Part Of Sales Force Effectiveness Measurement
Service Call Profiles
Type of Sales Calls, number of calls
Classification of customers called upon (new customer, existing customer, first call)

Evaluation of Call Objective
Purpose of the call (maintenance, follow-up, present new product, order taking…
Goals of the call

Sales Person Descriptive Evaluation :
Matrix of sales person attribute items: Friendly, knowledgeable, accessible (easy to reach), prompt service, courteous, well groomed, accurately presented information, explained service policy.

Service attribute associations that can be related to sales person characteristics:
(for example: What was it about your sales representative that impressed you about the courteousness: patient, well mannered, listened carefully, friendly, responsive, enthusiastic to your ideas and needs)

Content Evaluation
Evaluation of information presented (+evaluation of tools or methods used by the sales rep to persuade)

Behavioral Performance Evaluations
Identifying cost-saving opportunities
Improving productivity
Identifying product knowledge and need for training
Predicting and explaining turnover
Reducing absenteeism
Identifying areas of ethics, honesty and value concerns
Strengthening management skills and training
Evaluating customer-service problem areas and issues
Identifying communication bottlenecks and problem areas
Sales Person's benchmarking your organization's progress relative to competitors in the industry
Gauging sales person understanding of and agreement with corporate rules, policies and mission

Overall Evaluation
Overall evaluation of the sales person
What was one outstanding impression of your last encounter with the sales representative
Did the sales person meet your needs?