Evaluating Sales force performance Controlling Sales activities Four

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Evaluating Sales force performance & Controlling Sales activities

Evaluating Sales force performance & Controlling Sales activities

 • Four steps that control the sales force activities are • 1. Esatablishing

• Four steps that control the sales force activities are • 1. Esatablishing Performance Standards. • 2. Recording Performances • 3. Evaluating Performance Standards • 4. Taking Action

Standards of Performance • Setting standards of performance requires consideration of the nature of

Standards of Performance • Setting standards of performance requires consideration of the nature of the Selling job. • Setting performance Standards for a new business sales personnel requires different measures. • Setting sales performance standards requires considerable market knowledge.

 • Performance Standards are designed to measure the performance of activities that the

• Performance Standards are designed to measure the performance of activities that the company considers most important. • For e. g. Evaluating the job performance of a computer sales person requires standards that measure not only skill in new business selling but even more basically , effectiveness as a management consultant & skill as a system analyst. • .

 • Sales Management puts together a combination of sales performance standards to fit

• Sales Management puts together a combination of sales performance standards to fit the company’s needs, its marketing situation, its selling strategy & its sales organization

Recording Actual Performance • Sales management next task is to measure actual performance. There

Recording Actual Performance • Sales management next task is to measure actual performance. There are two basic sources of performance information: • Sales & expense records & reports of various sorts.

System of field sales reports • The fundamental purpose of field sales reports is

System of field sales reports • The fundamental purpose of field sales reports is to provide control information. • Field sales report provides Sales Management with a basis for discussion with sales personnel. • Sales reports assist in determining how to secure more & larger orders. • A good field sales reporting system assists sales personnel in their self improvement programs.

Purpose of field sales report. • 1. To provide data for evaluating performance: •

Purpose of field sales report. • 1. To provide data for evaluating performance: • 2. To help the salesperson plan the work: • 3. To record customers suggestions & complaints. • 4. To gather information on competitors activities.

 • 5. To report changes in local business & economic conditions. • 6.

• 5. To report changes in local business & economic conditions. • 6. To keep the mailing list updated for promotional & catalogue materials. • 7. To provide information requested by Marketing research.

Types of sales force Reports • • 1. Progress or call report: 2. Expense

Types of sales force Reports • • 1. Progress or call report: 2. Expense Report 3. Sales work plan 4. New business or potential new business report • 5. Lost sales report. • 6. Report of complaint.

Evaluating • Comparing actual performance with standards: • The most difficult step in sales

Evaluating • Comparing actual performance with standards: • The most difficult step in sales force control is evaluation step- The comparing of actual performances with standards. • The same standards cannot be applied to all Sales personnel. • It is possible to take Territorial differences into account by setting individual performance standards for each territory.

 • Evaluating performance of sales personnel requires judgment & deep understanding of market

• Evaluating performance of sales personnel requires judgment & deep understanding of market factors & conditions.

Controlling sales personnel • Management also controls sales personnel through supervision. • Who should

Controlling sales personnel • Management also controls sales personnel through supervision. • Who should supervise? • Companies having decentralized sales organization sometimes assign the supervision responsibility to branch or district managers.