Besides the decrease in profit which is an indicator of the financial health and the risks in the accounting issues of the company. The decrease in profit is also a typical indicator that shows the existing problem in the operational process of the company. The decrease can be caused by wasted operating costs, ineffective sales results, product pricing strategies, or staff evaluation management systems... This study is made based on actual research about Techno company, one of the companies operating in the automation industry and their target customer is B2B customers. The results of the study found that the main problem leading to Techno's decline in profits during the past 4 years was low salesforce performance. And the root cause is a weak performance evaluation and management system. In a long-term development strategy, the lack of a performance evaluation system is caused to weak transmit a clear target to their employees and they received a weak commitment to completing the individual goals to contribute to the overall goal of the company. The absence of a performance evaluation system also leaves the company without useful tools for identifying employee strengths and weaknesses and establishing an appropriate training plan for improvement. This is also one of the factors affecting the employee's commitment to the company. Finally, the study also provides alternative solutions that can be applied in Techno to improve their salesforce performance.