After reading this chapter, you should be able to

• Explain the difference between performance and effectiveness.



• Identify objective measures of salesperson performance, both output and input.



• Use ratio analysis as an objective approach to salesperson performance measurement.



• Discuss key issues related to subjective measurement of salesperson performance and the forms that might be used to administer such an evaluation.



• Understand how a sales manager can make the performance review process more productive and valuable for the salesperson.



• Explain the benefits of 360-degree feedback.