CONTROLLING SALES PERSONNEL

• SALES COVERAGE EFFECTIVENESS INDEX

• TERRITORIAL MARKET SHARE
• CALL FREQUENCY RATIO
• CALLS / DAY
• AVERAGE COST / CALL
• AVERAGE ORDER SIZE
• NON SELLING ACTIVITIES – LIKE SERVICE CAMPAIGNS
• MULTIPLE QUANTITATIVE PERFORMANCE STANDARDS

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FIELD SALES REPORTS
• MONITORING
 Sales call report
 Sales work plan
 New business opportunities / potential
 Reports on field complaints
 To compare actual vs target set
 Report on competitors’ activities

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Sales Meetings
– Planning and staging sales meetings – CONTENT , METHOD,
EXECUTION, EVALUATION
– National sales meetings
– Local sales meetings

– Regional sales meetings

– Tele and video conferencing

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SALES CONTENTS
Specific objectives of sales contests
• To obtain new customers
• To secure larger orders per call
• To push slow moving items, high margin goods and new
products
• To overcome seasonal sales slump
• To sell a new profitable mix of products
• To improve the performance of distributor sales personnel
• To promote seasonal merchandise
• To obtain more product displays by dealers
• To get records
• To promote special deals to Distributors and Dealers

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THE SALES BUDGET
Purposes of The Sales Budget
• Mechanism of control
• Instrument of planning
• Evaluating budgeted sales expenses
• Use budget for control purposes
• Selling the sales budget to Top Management
• Flexibility in Budgeting

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SALES TERRITORIES
• PROVIDING PROPER MARKET COVERAGE
• CONTROLLING SELLING EXPENSES
• EVALUATING THE SALES PERSONNEL
• CONTRIBUTING TO SALES FORCE MORALE
• AIDING IN COORDINATION OF PERSONNEL SELLING AND ADVERTISING
• SELECTING A BASIC GEOGRAPHICAL CONTROL UNIT E.G. COUNTIES
 Zip codes / Pincode Areas
 Trading Areas
 States
• DETERMINING THE SALES POTENTIAL PRESENT IN EACH UNIT
• DECIDING ASSIGNMENTS OF SALES PERSONNEL TO TERRITORIES
• ROUTING AND SCHEDULING SALES PERSONNEL

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SALES CONTROL
• SALES AUDIT
• EXAMINES SIX MAIN ASPECTS
o OBJECTIVES
o POLICITES
o ORGANISATION
o METHODS
o PROCEDURES
o PERSONNEL

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SALES ANALYSIS
• ALLOCATION OF SALES EFFORT
• DATA FOR SALES ANALYSIS
• ILLUSTRATIVE SALES ANALYSIS
• PURPOSE OF SALES ANALYSIS

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MARKETING COST ANALYSIS
• PURPOSES OF MARKETING COST ANALYSIS
• CLASSIFYING SELLING EXPENSES
• CONVERTING ACCOUNTING EXPENSE DATA TO ACTIVITY EXPENSE GROUPS
• BASES FOR ALLOCATING COMMON EXPENSES
• CONTRIBUTION MARGINS

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