[MUSIC] It is the duty of the sales manager to not only manage the day to day activities of a sales force, but periodically evaluate their performance. A salesperson evaluation is the process of studying a company's salespeople, and their performance, to determine the best ways to improve firm revenue. Sales force evaluations are usually conducted by sales managers and directors. Performance evaluations are conducted at least once a year, sometimes twice a year, and often companies do evaluations quarterly. There's a saying, if you cannot measure it, you cannot manage it, and this applies to sales. A salesperson's evaluation is the measurement of sales performance. It serves as the basis of managerial decisions regarding employees, their duties, and performance. A sales evaluation attempts to identify what has happened in the past, the results, and what changes are necessary for the future. An evaluation system is critical ensuring that high or low performances are appropriately rewarded. It helps identify training needs, and when followed through with managerial action, helps to increase sales performance. In this module, we cover the basics of sales force evaluation. We will begin with identifying the challenges a manager faces in evaluating a salesperson. Next, we will present a framework to guide the evaluation process. It is a five step model. After this, we'll review the various criteria used in evaluating salespeople. Criteria like sales, of course, sales is considered, but a smart manager looks at lots of other criteria. Finally, we will go over the four kinds of appraisals. Along the way we have some interesting assignments for you to complete.