SALES FORCE

CONTROL &
EVALUATION

PALLAVI GUPTA (41MBA16)

RADHIKA GANDOTRA (45MBA16)
Introduction
Sale Force ?
Sales Force Control system?
- Function of sales management
- Systematic effort done by sales
manager in order to monitor sales
force performance.
- Purpose/Objective of Sales Force
Control
o Optimize number of sales
o Maximize Profit
o Control Revenue
 Idea stems from the development
of 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 against
set standards.
 Sales Force Control Process
Analysis of Market situation , competition & Set policies on
performance evaluation and control
Decide the bases of salespeoples performance evaluation

Establish performance standards

Compare actual performance with the standards

Review performance evaluation with salespersons

Decide sales management actions and control

Analysis of Market situation , competition & Set
policies on performance evaluation and control

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:

- Frequency of evaluation
- Who conducts evaluation?
- Sources of information?
- Assessment techniques?
Decide the Criteria of Salespeople
Performance evaluation
Identify the criteria.
Proper communication with the
team members about the appraisal
mechanism.
Approaches to sales performance
evaluation criteria:
- Output/Result-Based Criteria
- Activity/Behavior/Effort-Based
Criteria
- Hybrid Based Criteria
Establish Performance standards

Companies call - sales objectives, sales quota,

sales goals, or sales targets.
Setting performance standards is a difficult,
but an important task.
In the form of Quantitative and Qualitative
bases
After establishing the standards, it is being
communicated to the salespeople.
Compare Actual Performance with the
standards

First measured and then compared.

For this, sales managers use different
methods or combination of methods for
effective evaluation
- Graphic rating scale
- Ranking method
Sales Activity Reports are made on daily
and weekly basis
Review performance evaluation reports with
salespeople

Sale manager first review high/good

ratings
Guidelines for reviewing
performance :
1. Discuss Performance standards
2. Open system being made and sales
person should review his own
performance.
3. Sales manager should present his
view .
4. Mutual agreement on the
performance must be established.
Decide sales management actions

- Identify the problem areas.

- Find causes
- Decide sales management
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.