Author(s): Alemayehu Bakalo, Shimels Zewdie Werke
This study delves into the pivotal role of sales force forecasting in enhancing sales force efficiency within a Brewery Distributor in Bench Sheko Zone. Sales force, as a crucial asset for organizations, significantly influences revenue generation and overall performance. This study used primary and secondary source of data. Internal and external factors affecting sales force size are explored, highlighting the need for strategic adjustments. Evaluation methods for sales performance, including subjective and objective measures, are discussed to optimize sales force productivity. The study aims to investigate the correlation between sales force size and efficiency, analyze the value-addition role of sales force, and identify key factors affecting sales performance within brewery distribution. By emphasizing accurate sales forecasting, efficient resource allocation, and goal setting, this research underscores the critical significance of effective sales force management in achieving organizational success.