Performance appraisals are often described asthe “job managers love to hate”. A study was designed to provide sales managers with information designed to increase the benefits of engaging in the evaluation process and reduce the negative sentiments often associated with appraisals. To accomplish this objective,214 salespeople were personally interviewed and asked to provide information regarding their perceptions of their performance appraisals. The results indicate that salespeople have positive perceptions regarding the appraisal process. Findings also indicate that while salespeople are oftenevaluated at least twice annually, the criteria used are not always the ones thatsalespeople view as being the most appropriate. The conclusions derived from the analysis may provide insight to sales managers as they attempt to develop and implement appraisal processes that are viewed as being valid and as they attempt to enhance the benefits that may be obtained from engaging in this process.
