Abstract:

The purpose of this paper is to describe a method whereby the problem of salesforce efficiency can be solved. We have discovered how to deduce simple rules from available quantitative data and how the application of these rules can lead to a coherent policy with regard to a sales network. We proceeded in three steps: 1. Made an inventory of all existing information on the personality and working methods of the staff; 2. Listed in order of importance all those variables that could explain the salesmen's performance within a given period; 3. Established an efficiency forecast for each salesman. Our conclusion is, that in the final analysis efficiency equals loyalty. Loyalty is to be achieved on two levels : salesmen's and customers' network, customers must be loyal to their salesmen.