The Accuracy of Salespersons' Perceptions of their Customers: Conceptual Examination and an Empirical Study

The accuracy of salespersons' perceptions of their customers can have a significant effect on corporate profitability. Aside From the impact on short term sales performance, inaccurate information from the sales force can adversely affect the quality of long term, strategic plans. Yet, a review o the literature uncovered only two empirical studies which examined salespersons' accuracy The current paper presents a conceptual discussion and empirical study of the antecedents and consequences of the accuracy of the salespersons perceptions. The paper emphasizes that the determination and improvement of salespersons' accuracy should be an essential part of the management of the salesforce.