Marketing dictionary


A salesperson's estimate of the likelihood that if he or she increases his or her effort on some job activity, a higher level of performance will occur. In essence, expectancy is the linkage between effort and salesperson performance. For example, a salesperson might estimate that there is a 50 percent probability (expectancy) that if he or she spends 10 percent more time calling on new accounts, his or her sales volume will rise by 15 percent. Expectancies can influence a salesperson's level of motivation. Source: AMA

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