The control system for sales organizations varies across a spectrum. What falls at the opposite end of outcome-based control?

Outcome-based control focuses primarily on the results achieved by sales professionals, such as sales volume or revenue targets. This approach is centered on measuring the final outputs of sales efforts. In contrast, behavior-based control emphasizes the actions and processes that salespeople undertake to achieve those outcomes. It involves setting expectations for specific behaviors, strategies, or activities that should be utilized while selling, rather than concentrating solely on the results.

Behavior-based control encourages the development of skills, adherence to best practices, and customer relationship building, viewing these as critical inputs that lead to successful outcomes later on. This approach also facilitates coaching and training, as it is easier to measure and manage the observable behaviors of sales representatives compared to the abstract nature of eventual sales results. By focusing on behaviors, sales organizations can ensure that their teams are not only achieving targets but are doing so in a way that aligns with the company’s values and long-term goals.