The accuracy of salespersons' perceptions of their customers can have a significant effect on corporate profitability. Aside from the impact on short term sales performance, inaccurate information from the sales force can adversely affect the quality of long term, strategic plans. Yet, a review of the literature uncovered only two empirical studies which examined salespersons' accuracy. The current paper presents a conceptual discussion and empirical study of the antecedents and consequences of the accuracy of the salespersons' perceptions. The paper emphasizes that the determination and improvement of salesrersons' accuracy should be an essential part o the management of the salesforce.
ASJC Scopus subject areas
- Human Factors and Ergonomics
- Management of Technology and Innovation