An empirical study is conducted among 90 sales and marketing managers in India to understand the degree of importance given to the top four criteria (and eight sub-criteria) from the list used for the performance evaluation of salespeople in India. The top four criteria are 1. Knowledge (Product Knowledge and Competition Knowledge) 2. Personal Characteristics (Attitude and Initiatives) 3. Skills (Selling skills and Communication skills) and 4. Self-management (Judgement/Decisionmaking ability and planning ability). These four criteria are not equally important for salespeople performance evaluation. Personal Characteristics and Skills received higher mean weightage than Knowledge and Self-Management. Personal characteristics & soft skills depend upon an individual’s own capabilities and efforts, thus receiving higher mean weightage.