Page 183 - DMGT205_SALES_MANAGEMENT

Unit 11: Controlling the Sales Effort

the mid-lower income, working-class family man who owned a second-hand car which Notes
was over three years old.
He decided to buy a consignment of tyres and visited tyre centres to sell them. Initially,
business was slow but, gradually, as distributors began to believe in the quality of the
tyres, sales picked up.

By 1999, MacLaren had taken on the role of general manager and had recruited five
salespeople to handle the sales function. A brief personal profile produced by MacLaren of
each of his salespeople is given below.
Profile of Raj Tyres Salesmen
Raj Mani
Joined the company in 1995. Has an MBA (Marketing) and has previously worked as an
insurance salesman for three years. Aged 27. Handles the South area. Gregarious and
extrovert.

Raj Lata
Joined the company in 1996. No formal qualifications but sound track record as a car
salesman and, later, as a toy salesman. Aged 35. Handles the North area. Appears to be
hard-working but lacks initiative.
Raj Laxmi
Joined the company in 1996. Has an MBA (Marketing). Was a technical representative for
an engineering firm. Aged 28. Handles the East area. Appears to enjoy his work but lacks
the necessary 'push' to be really successful in selling.

Rajan
Joined the company in 1997. Has a degree in Industrial Management. Previous experience
includes selling bathroom suites and textile fabrics. Aged 29. Covers the Western area.
Appears to lack enthusiasm but sales record is about average.
Raj Kumar
Joined the company in 1997. Has a degree in Business Studies. Only previous experience is
as a marketing assistant during the industrial training period of his degree. Aged 25.
Handles the Central area. Keen but still very raw.

Sales Force Data
Raj Tyres decided that the time had come to look in detail at the sales records of his men.
The plan was to complete a series of statistics which would be useful in evaluating their
performance. Basic data for the year 1997-98, relevant to each man, is contained in the
following table
Gross Live Calls Number of
Sales Profits accounts made different
( 000's) ( 000's) (1997.98) customers
called upon
Raj Mani 298 101 222 1,472 441
Raj Lata 589 191 333 1,463 432
Raj Laxmi 391 121 235 1,321 402
Rajan 440 132 181 1,152 211
Raj Kumar 240 65 296 1,396 421

Contd...

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