(Solved Homework): Which do you think is a more appropriate measure of performance for a sales representative, results…

Which do you think is a more appropriate measure of performance for a sales representative, results approach or traits approach with example?

Expert Answer


Sales, like any other area, have some result-oriented criteria of performance. For example, how many sales (Quantity and Dollar amount), how many new customers, efficiency are such factors which can be directly measured. Since a result-oriented approach will only focus on the ‘outcome’ and not the means, it can be fairly appropriate to use it for measuring the output of any employee in the above-mentioned areas. But think about it! Is it good enough to consider the above measurable factors only? Perhaps not. There are other important factors which relate to the ‘means’ of achievement. For example, the ethical selling practice. This cannot be measured. This depends on the person’s traits. Now since the traits approach of performance management focuses on the traits of person, such factors are appropriate subject to it.

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So, in conclusion, we would say that though a large focus on results approach seems appropriate for sales representatives’ performance appraisal, we cannot perhaps ignore the traits approach completely because doing so will make the performance management system ineffective. A good mixture using components from both the approaches is what is required. How that mixture will form depends on the culture and vision of the company i.e. are the company focusing on a short-term boost in revenue or on building long-term customer relationships.

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