Sales Force Effectiveness


Sales force effectiveness (SFE) is driven by the decisions, processes, systems and programmes that sales leaders are accountable for. Indicators and universal rules for sales success are discussed, alongside examples of business application, potential strengths, limitations and success factors.

Technique Overview

Sales Force Effectiveness

Sales Force Effectiveness Definition

Sales effectiveness describes a category of technologies and consulting services aimed at helping companies improve their sales results. Sales force effectiveness (SFE) is driven by the decisions, processes, systems and programmes that sales leaders are accountable for. By managing SFE drivers well, sales leaders can build high-quality sales forces that better meet customer needs and that can significantly increase company revenue and profit (Zoltners et al., 2010).

Sales Force Effectiveness Description *

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Business Evidence

Strengths, weaknesses and examples of Sales Force Effectiveness *

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Business Application

Implementation, success factors and measures of Sales Force Effectiveness *

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Professional Tools

Sales Force Effectiveness videos and downloads *

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Further Reading

Sales Force Effectiveness web and print resources *

Sales Force Effectiveness references (4 of up to 20) *

  • Brooks, W. (2004) Sales Techniques. McGraw Hill Professional.
  • Farris, P., Bendle, N.T., Pfeifer, P.E. and Reibstein, D.J. (2010) Marketing metrics: The definitive guide to measuring marketing performance, Wharton.
  • Friedman, H.J. (2011) No Thanks, I'm Just Looking: Sales Techniques for Turning Shoppers into Buyers. John Wiley & Sons.
  • Grossman, S.H., Cotton, R.D. (2004) Roche Group's Sales Organization Models Long-term Sales Force Effectiveness. Journal of Organizational Excellence, Vol.24(1), pp.39-45.

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