Abstract
Abstract Sales force strategy is defined as the set of strategic decisions that determine where the sales force will focus its attention and the role of the sales force in creating customer value that is consistent with the overall strategy of the firm. The sales force's ability to create superior customer value is based on its ability to perform a set of fundamental customer‐focused capabilities: new customer acquisition, customer relationship development, customer trust building, and customer retention. To create a competitive advantage, the nature of these capabilities will depend on the types of customer relationships a firm has with its customer base, for example, transactional, consultative, and enterprise customer relationships. Likewise, sales force capabilities performance will be influenced by a firm's sales force support system which includes its sales force structure, management control processes, performance metrics, and motivation and talent development systems.
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