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Dion, Paul A. (2000), 'Comparisons of Alternative Perceptions of Sales Performance,' Industrial Marketing Management, 29 (May) 3, 263-270. This article examines perceptions of salesperson performance from the perspective of sales [...]

In the past, academic research on sales force performance has used either objective performance data or subjective managerial ratings to measure sales performance. Consistent with corporate practices, objective and subjective performance measures were used in this research project. The relationships among three components of performance: specific task behaviors, specific goal achievement and overall performance were examined. A casual analysis suggests that managerial evaluations of overall sales performance are influenced by their perceptions of specific selling behaviors and the degree to which sales people attain specified performance goals. (Reprinted by permission of the publisher.)