Sales Force Competence Management: Its Relevance and Framework

This paper recognizes the importance of sales force competence management in creating value for customers and achieving business goals. It argues that sales force can only be useful in this regard, if it possesses the dimensions and levels of sales job competence, that can enable it adapt to the turbulent global business environment. The paper maintains that a firm can enable its sales force acquire and improve its knowledge, skills and behavior, through the way its sales force competences are managed. It presents a sales force competence management framework that can enable a firm have, at all times, an effective and competent sales force required for successful domestic and global marketing.   Keywords: Competitive Advantage, Sales Force Competence Management, Competent Sale Force, Sales  Force Competence, Resource-Based Theory