Abstract
The effect of feedback information regarding the current performance on subsequent performance has flourished across disciplines (i.e., economics, education, management, etc.) (e.g., Lechermeier and Fassnacht 2018). Providing effective and timely feedback is particularly critical to sales research because performance feedback influences the learning and achievement of salespeople (e.g., Luo et al. 2021). Without appropriate feedback, salespeople are unclear about their progress towards the goals and demotivated to deploy the effort to improve performance. Consequently, sales managers lack sufficient knowledge about the effectiveness of selling activities and are unlikely to align them with the objectives.