This study reveals sales force motivation and the role of sales managers in this process. Sales force is one of the important functions that provide the products and services of a business directly to the customer and establish the connection between the business and the customer. The efficiency and willingness of sales personnel largely depends on their motivation. Motivation is defined as the individual's desire to make an effort to achieve certain goals and includes both internal and external factors. In the study, the tools that motivate sales personnel were evaluated and it was emphasized that motivation is not limited to financial elements such as wages or bonuses. Success in sales management is achieved with managers who understand the needs of the sales force, direct them correctly and use appropriate motivation techniques. In this context, Maslow's Hierarchy of Needs, Herzberg's Dual Factor Theory and Vroom Expectation Theory were examined. In addition, the performance evaluation processes of the sales force, encountered sales management performance problems, performance evaluation processes and methods were discussed.