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This chapter discusses the importance of customer value orientation to achieve good results from the sales team. The text analyzes how the management of several variables in human resources is fundamental towards good performance of the sales force. Their behavior and attitude is essential in helping companies develop long-term profitable relationships with customers. Hence, by assessing employee perceptions on incentive policies, and the training they have received, positive impacts on job satisfaction and customer orientation can be found. The career stage of the sales force has a relevant effect on management decisions as the life cycle influences the expectations of the sales force, the type of training, the incentive policies, and the level of commitment to the organization. In order to achieve good performance, it is essential to consider the dynamic and changing context where the omnichannel variable has a high presence in the reality of the sales area. For this reason, this chapter presents a model that can contribute to the empowerment of the sales force.

Sales Force, Empowerment, Customer Value Orientation, Sales Force Effectiveness and Motivation