Download to read offline
More Related Content
Similar to Management of Sales Territories and Sales Quotas OK.ppt
Management of Sales Territories and Sales Quotas OK.ppt
- 1. SDM-Ch.4 1 MANAGEMENT OFSALES TERRITORIES AND QUOTAS
- 2. SDM-Ch.4 2 Sales Territories •A sales territory consists of existing and potential customers, assigned to a salesperson • Most companies allot salespeople to geographic territories, consisting of current & prospective customers
- 3. SDM-Ch.4 3 Reasons forsetting up or reviewing of Sales Territories • Increase market / customer coverage • Control selling expenses and time • Enable better evaluation of salesforce performance • Improve customer relationships • Increase salesforce effectiveness • Improve coordination and benefit salespeople & company.
- 4. SDM-Ch.4 4 Procedure forDesigning Sales Territories • Select a control unit* • Find location and potential of present and prospective customers within control units - Estimate sales potential of control unit - Classify customers • Decide basic territories by using • Build-up method, Or • Break-down method *A control unit is a geographical territorial base • Develop final territories
- 5. SDM-Ch.4 5 Procedure inBuild-up Method 1. Decide customer call frequencies 2. Calculate total customer calls in each control unit 3. Estimate workload capacity of a salesperson No. of calls in a day * Total working days 4. Make tentative territories Objective is to equalise the workload of salespeople
- 6. SDM-Ch.4 6 Procedure inBreakdown Method 1. Estimate company sales potential for total market (sales forecast) 2. Forecast sales potential for each control unit 3. Estimate sales volume expected from each salesperson 4. Make tentative territories 5. Develop final territories Objective is to equalise sales potential of territories
- 7. SDM-Ch.4 7 Assigning Salespeopleto Territories Sales Manager should consider two criteria: (A)Relative ability of salespeople • Based on key evaluation factors: (1) Product knowledge, (2) market knowledge, (3) past sales performance, (4) communication, (5) selling skills (B) Salesperson’s Effectiveness in a Territory • Decided by comparing social, cultural, and physical characteristics of the salesperson with those of the territory • Objective is to match salesperson to the territory
- 8. SDM-Ch.4 8 Managing TerritorialCoverage • It means: How salesperson should cover the assigned sales territory • It includes three tasks for a sales manager: 1. Planning of efficient routes for salespeople 2. Scheduling salespeople’s time 3. Using time-management tools
- 9. SDM-Ch.4 9 Routing • Routingis a travel plan used by a salesperson for making customer calls in a territory. • Benefits of or Reasons for routing: • Reduction in travel time and cost • Improvement in territory coverage
- 10. SDM-Ch.4 10 Procedure forSetting up a Routing Plan • Identify current and prospective customers on a territory map • Classify each customer into high, medium, or low sales potential • Decide call frequency for each class of customers • Commonly used routing patterns are: B Circular B Clover Leaf Base (B) C 5 C 1 C 4 C 3 C 2 Straight line / Hopscotch
- 11. SDM-Ch.4 11 Scheduling • Schedulingis planning a salesperson’s specific visit time to customers. It deals with time allocation issue • How to allocate salesperson’s time? • Sales manager communicates to salesperson major activities and time allocation for each activity • Salesperson records actual time spent on various activities for 2 weeks • Sales manager and salesperson discuss and decide how to increase time spent on major activities • Companies specify call norms for current customers, based on sales and profit potentials, and also for prospective customers
- 12. SDM-Ch.4 12 Time ManagementTools To help outside salespeople* to manage their time efficiently and productively, the tools available are: • High-tech equipment like laptop computers and cellular phones • Inside salespeople to provide clerical support, technical support, and for prospecting, and qualifying, as they remain within the company • Outside salespeople can then spend more time getting more orders & building relationships with major customers *Outside salespeople travel outside the organisation
- 13. SDM-Ch.4 13 Sales Quotas •What are Sales Quotas? • Sales quotas are sales goals or targets set by a company for its marketing / sales units for a time period • Marketing / sales units are regions, branches, territories, salespeople, and intermediaries • Generally, company sales budget is broken down to sales quotas for various marketing units • Objectives of Sales Quotas • To use quotas as performance standards or performance goals • To control performance • To motivate people by linking quotas to compensation plans • To identify strengths and weaknesses of the company
- 14. SDM-Ch.4 14 Types ofQuotas • Organisations set many types of sales quotas: (1) sales volume, (2) financial, (3) activity, (4) combination • Sales volume quotas • For effective control, sales volume quota should be set for the smallest marketing units, such as salesperson, districts / branches, product items / brands • Sales volume quotas can be stated in (a) rupees / dollars, (b) units, or (c) points • Rupees / dollars sales volume quotas are appropriate when salespeople are required to sell many products
- 15. SDM-Ch.4 15 Sales VolumeQuotas (Continued) • Unit sales volume quotas are suitable when • Salespeople are selling a few products • Prices of the product fluctuate rapidly • Price of each product / service is high • Point sales volume quotas are appropriate when the company wants salespeople to sell products that contribute more to profits
- 16. SDM-Ch.4 16 Financial Quotas •Financial quotas control (a) gross margin or net profits, and (b) expenses of marketing units • Gross-margin / Net-profit quotas • Calculate gross margin by subtracting ‘cost of goods sold’ (i.e. cost of manufacturing) from sales volume. Sales managers are not responsible for cost of manufacturing • Net profit quotas are generally accepted by sales managers as it is calculated by subtracting direct selling expenses from the gross margin • Expense quotas • In many companies, expense quotas are stated as a percentage of sales • Expense quotas to be administered with flexibility, to make salespeople cost conscious, allowing reasonable expenses
- 17. SDM-Ch.4 17 Activity Quotas •These are set when salespeople perform both selling and non-selling activities • Objective is to direct salespeople to carry out important activities • For effective implementation, activity quotas are combined with sales volume and financial quotas • E.G. Calling on high potential customers, payment collection from defaulting customers
- 18. SDM-Ch.4 18 Combination Quotas •Used when companies want to control salesforce performance on key selling and non-selling activities • Focus on a few types of quotas, to avoid confusing salespeople. An example: Type of Quota Quota Actual Percent Quota Weight (Importan ce) Percent Quota x Weight Sales Volume (Rs) 4,50,000,00 4,27,500,00 95 3 285 Selling expenses 4,50,000 4,95,000 90 1 90 New Customers (Nos) 24 29 120 2 240 Total 6 615 • Total point score=615/6=102.5 for a salesperson
- 19. SDM-Ch.4 19 Methods forSetting Sales Quotas • Several methods are used for establishing sales quotas • In practice, companies use more than one of the following methods to increase their confidence in sales quotas • Total market estimates • Territory potential • Past sales experience • Executive judgement • Salespeople’s estimates • Compensation plan We shall briefly discuss each of the above methods
- 20. SDM-Ch.4 20 Total MarketEstimates Method • The Process followed by established companies is as under: 1) Estimate next year’s total market demand, or industry sales forecast, using sales forecasting methods 2) Decide the company’s estimated market share for next year 3) Company’s next year sales forecast= (1) x (2) 4) Find each territory’s percentage share out of the total company sales in the previous year 5) Territory sales quota = (3) x (4)
- 21. SDM-Ch.4 21 Past SalesExperience Method • The process consists of taking past one year’s sales (or an average of previous 3 to 5 year’s sales), adding an arbitrary percentage (or a percentage by which the market is expected to grow), and thus setting each territory sales quota • The assumption that future sales are related to past sales may not be always correct • This method should not be the only method used • Past sales should be one of the factors used for deciding sales quotas
- 22. SDM-Ch.4 22 Executive JudgementMethod • Senior executives use their judgement when the product, territories, and the company are new or very little market information is available • Executives predict company sales budgets and also territory sales quotas • This method should generally be used along with other methods Salespeople’s Estimate Method • Some firms ask their salespeople to set their own quotas • Many salespersons either set very high or too low sales quotas
- 23. SDM-Ch.4 23 Insight intoSetting & Administration of Sales Quotas • Set realistic quotas • Understand problems in setting quotas • Ensure salespeople understand quotas • By allowing salespeople to participate in the process • By continuous feedback to salespeople on their performance compared to quotas • Have flexibility in administering quotas • Change quotas in cases of major changes in market demand or company strategies • Use monthly or quarterly quotas for incentives and annual quotas for performance evaluation • Select a few quotas that have relationships with marketing environment and sales situations
- 24.