Page 207 - DMGT205_SALES_MANAGEMENT

Unit 13: Sales Personnel Performance

In addition to value, volume, product wise and area wise categorisation of sales should also be Notes
made through different types of outlets such as wholesaler and retailers which can be further
classified into cooperatives, departmental stores, super bazaars, etc. A format should be made
and a summary of monthly, quarterly and annual report should be prepared.

13.4.3 Distribution of Accounts by Size

The total trade is divided by different account sizes. This is also done to understand that the sales
are generated by smaller size accounts commensurate with the cost of running them.

Table 13.2

Area No. ........................... Year ...........................

No. of Accounts
Account Size Wholesaler Chemists Provision Retailers Total
Stores
100-250
No
250-500
No
500-1000
No
1000-1500
No
1500-2500
No
2500-4000
No
Total

The report, in addition to supplying regular information on different aspects of marketing,
reveals certain other information like:

1. What are the main competitive brands? On what system of distribution do they work -
direct, retailer, wholesaler or both?
2. How does service given by competitors compare with that of the company?

3. The level of participation of the retailers with respect to the company's product and the
competitor's product and the reason to which retailers attribute success or failure of
leading brands, technical faults in the product, etc. Retailers services are an important link
between customers and company.
4. Does any manager supply the product on returnable basis? What are the credit terms and
discounts offered (or any specialised treatment) to orders?
5. Are in-shop displays supplied by competitors regularly? What is the frequency with
which the competitors call upon their distributors and promptness in the delivery?

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