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Unit 13: Sales Personnel Performance

Sales Expense ratio: This is the ratio of selling expense to sales volume. Salesman can manage Notes
this ratio by either controlling expense or by making sales or both. Control on this ratio inhibits
salesman to make extra effort in case of declining sales.
Sales Reports: These are the basic tools used for the monitoring of sales personnel. They help the
sales manager to know that the sales person is calling on the right people, making the desired
number of visits and also to determine what can be done to secure larger orders.
Work Plan Component: Usually for a month or week in advance salesmen are expected to
submit a work plan or call schedule regarding prospective customers to be called upon, route to
be taken, non-selling activities to be performed.

13.10 Review Questions

1. What are the needs of monitoring and what are the parameters used in monitoring the
sales force?
2. What are the basic contents of sales reports?

3. How does monitoring help in performance evaluation of sales force?
4. Design a format for sales report by a sales man working in a specific territory and handling
products A, B, C and D.

5. Explain the basic sales report and their analysis.
6. Discuss the performance appraisal and evaluation.
7. What do you mean by regional sales analysis?
8. Describe the sales expense ratio.
9. Explain the Salesman Valuation.

Answers: Self Assessment

1. Organisation 2. Sales Reports

3. Monitoring 4. Performance
5. Expense 6. Accounts
7. Complaints 8. Information
9. Evaluation 10. True

11. True 12. False
13. True 14. False
15. True

13.11 Further Readings

Books American Marketing Association, A Glossary of Marketing Terms, Chicago, 1960.
Autvin, William, H, Advertising, Mc Graw-Hill Book company, New York.
Bartels, Robert, The History of Marketing Thought, (2nd ed.) GRIDINC, Columbus,
Ohio, 1976.

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