The sales force control systems

María de Miguel Molina, Alejandro Benet


The objective of this paper is to analyze the suitability of the systems used to control the sales force: those that use the results as a reference and those that take into account aspects related to the behavior of sellers, to determine if they meet the objectives established by the company. It is therefore a complex issue that should guide the vendors in terms of how they are supposed to do their work (Oliver and Anderson, 1994). The literature review indicates that in most cases, hybrid systems are used with a predominance of one or another component, depending on the type of company, product and purpose. This study aims to facilitate the managers how to identify the variables that best suit the goals each company wants to achieve. This can be particularly useful for some SMEs which usually lack these control systems but intuitively know there are some ways to improve the management of their sales forces. From an academic position, this analysis can be used to reflect on the control systems of the sales force and to suggest further developments.


sales force; control systems; sales management; sales teams

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