SALES FORCE

CONTROL &
EVALUATION

PALLAVI GUPTA (41MBA16)

RADHIKA GANDOTRA (45MBA16)
 Introduction

Sales Force Control system is defined as

a systematic effort done by sales
manager in order to monitor sales force
performance and keep the cost under
control.
Goals of Sales Force Control
o Optimize number of sales
o Maximize Profit
o Control Revenue
 Idea stems from a management process
Sales Managers job is all about planning ,
organizing , coordinating & implementing
the sales plans.
Develop predetermined standards
Note performances of each sales person
Evaluate the performances
Sales Force Control Process
Analysis of Market Situation & Competition to set
Performance Evaluation and control policy

It is important to set policy for Performance

Evaluation.
Complete awareness about the market situation
& degree of competition.
Policy document should answer the following
questions:
- who will evaluate?
- Sources of information?
- Degree of evaluation?
 Decide for Criteria for Sales People
Performance evaluation

Identify the criteria.

Proper communication with the team
members about the appraisal mechanism.
Approaches to sales performance evaluation
criteria:
- Output Based Criteria
- Activity Based Criteria
- Hybrid Based Criteria
Setting up Performances standards

Quantitative criteria :
1. Sales Quota
2. Average order size
3. Calls per day
4. Order call ratio
5. Average cost per call
Qualitative criteria are outcome based & focuses
on personal factors- Punctuality, accuracy,
adaptability, team behavior, overall attitude
 Compare and Contrast Actual Performance
with set standards

Sales manager can obtain sales performance

information from 2 sources:
Sales Report: obtained from field & provides
information about sales challenges/issues on
field
Expense records: reflects how salesperson
utilized the sales expenses and budgets
allocated to them
 Review and communicate performance
evaluation reports with salespeople
Difficult part of sales control & performance
evaluation.
Open system of performance evaluation being
made which helps a salesperson to realize
why & how performance is evaluated.
Review should be made
 Decide sales management actions

Result of comparison of performances with

standards
Positive and Negative actions
Positive actions: Promotions, Higher job
responsibility , job enrichment
Negative actions: Demotions, Transfer to
another territory & termination of services
 Tools for Sales force control
SALE AUDIT
Evaluate overall performance
Improves sales performance
Improves the effectiveness of the organization.
MARKETING AUDIT
Evaluates marketing policies of the firm
Find out whether their marketing plans ,
strategies are valid in current market situation.