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Articles (2002), Marketing Letters, 13 (2), pp. 107-120

The Effect of Single and Dual Sales Targets on Sales Call Selection: Quota versus Quota and Bonus Plan

MCFARLAND Richard , CHALLAGALLA Goutam, ZENOR Michael J.

Ross (1991) demonstrated that a salesperson's quota acts as a reference point (target or goal) and influences sales call selection. Ross, however, focused only on the effect of a single reference point. The use of multiple goals is quite common in the sales environment, for example in the quota plus bonus compensation structure and in the use of incentive plans. Our study compares and contrasts call selection when a single goal (quota) is given versus when dual targets are assigned (a quota plus bonus level). Consistent with our hypotheses, we find that call selection patterns are influenced by the number of targets assigned to the salesperson. Lien vers l'article

MCFARLAND, R., CHALLAGALLA, G. and ZENOR, M.J. (2002). The Effect of Single and Dual Sales Targets on Sales Call Selection: Quota versus Quota and Bonus Plan. Marketing Letters, 13(2), pp. 107-120.