Motivating the Industrial Sales Force in the Sales Forecasting Process

Document Type



Published by Elsevier in Industrial Marketing Management, volume 40 issue 1, 2011. Bryant users may access this article here.

Publication Source

Industrial Marketing Management


Previous research has recognized the value of the industrial salesperson's role in the sales forecasting process, and offered normative descriptions of what that role should be. However, no studies have been conducted to determine the variables that motivate industrial sales force involvement in and contribution to the sales forecasting process. This study employed depth interviews and survey research to develop and test a conceptual model of industrial sales force forecasting motivation. The research identifies five environmental signals that can be employed by managers to impact an industrial salesperson's level of satisfaction with, effort directed towards, and seriousness placed in the sales forecasting process.