Problems of sales force turnover and possible solutions

Tihana Poljak () and Marija Tomasevic Lisanin

Tržište/Market, 2012, vol. 24, issue 2, 263-278

Abstract: Fluctuation poses an extremely important problem in the fi eld of sales management and, therefore, it is necessary to research continually its impact on the company as a whole. The aim of this paper is to determine the frequency of fluctuation among the sales staff and sales managers through empirical research while also determining the key factors contributing to a decision to leave the company. Results of research conducted on a sample of sales managers show their belief in the honesty of reasons reported by the sales staff for leaving the company, the importance of fi nancial factors as well as numerous material and non-material instruments of motivation employed in order to keep the fluctuation under control because it creates expenses for the company and increases their own workload, among other reasons. Most sales staff reported a wish for career advancement as their primary motivation for changing jobs, claiming that they are prepared to inform their superiors of that decision without hiding the real reasons etc. From this research it is possible to observe both perspectives – that of sales managers as well as that of the sales staff they manage. Their perspectives contain certain diff erences, which are understandable considering their respective position within the organization but also reflect human bias.

Date: 2012
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