MULUNESH TILAHUN2024-04-162024-04-162023-05This research would be conducted under the title of assessment of company ability in managing and evaluating sales force performance. (In the case of Fiker pure spring water company in Agena) The purpose of the study would be tried to assess how the company sales force performance in relative to the ability of the company to manage sales force performance in systematic way. The research focuses on identifying and clarifying the main problems associated with asses of company ability in managing and evaluating sales force performance. The researcher was used census method. Both primary and secondary data would be used in this study. Primary data was obtained from the company sales force performance through interview. Secondary data was obtained from different documents of the company such as magazines and letters of the company. The researchers used census techniques to take sample from employee’s respondent. The researcher used descriptive approach to describing the company ability in managing and evaluating sales force performance in the company. The researchers would collect data from employees, and manager the company. The analysis and interpretation was made through the usage of table and percentage. Finally, the researcher would conclude and would give recommendation based on the finding of the study.ensales management,technical skill,technical skill,, recruitmentdevelopment ,,personal sellingThesis