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Transforming the Salesforce with Leadership

Marvin A. Jolson, Alan J. Dubinsky, Francis J. Yammarino and Lucette B. Comer
Reprint 3437; Spring 1993, Vol. 34, No. 3, pp. 95–106

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How can managers of salesforces improve the performance of their sales personnel? These authors suggest that, in the specialized area of personal selling, a combination of transactional and transformational leadership will help them to achieve better results. They present ways to recruit leaders with transformational qualities and develop leadership skills in current employees.

     
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