Pages: 41-50

Abstract

Companies need to attract and satisfy the customers with various methods. Hence, importance of sales force increases with intensified competition. Determining and identifying the factors influencing the performance of sales force improve their planning and management. While different factors affect the sales performance, researchers have classified these factors into five classes: motivation, intrinsic capability of sales, sales skills, role clarity, and individual, organizational and environmental variables. The research results revealed that sales skills are the important variables among these five variables influencing the sales performance. The objective of this research was to evaluate the effect of sales force behavior in using marketing strategies for new products and services on the success of the strategies. The present study is applied in terms of research objective and descriptive in terms of research method. Based on the results derived from literature of research, the sales force behavior was examined and the results revealed that sales force behavior in using new marketing strategies for new products and services plays major role in the success of the strategies.