Is your sales department positioned to maximize revenue?
A company should know exactly how it gets its revenue, how much is coming from new accounts, whatís going on with existing customers. Is new revenue masking erosion of long-standing business? Are top accounts staying, or is there churn?Does your account base reflect your local business universe and is the company getting its share of the market?? Are you missing any categories? Are reps doing the job you want them to do?
Itís essential information. You need it to make good decisions about staff, product, marketing and pricing. You are not maximizing your companyís opportunities without it. Itís that old rule; you canít manage what you donít measure.
Given the competitive environment and limited resources in todayís operating conditions, it is more important than ever to do more things right. You need to exploit every sales opportunity and maximize every hour of staff time.
Most managers agree with the benefits of monitoring sales activity, but few can afford the time and resources to do it effectively. Too many other things seem to get in the way. Many companies will manage a gross sales number but have limited insight about specific sales activity.
Your company should know whether the sales staff is selling accounts the things that are good for them, be that frequency, size or the right set of zones. Itís important to know how account spending compares to prior years and to see trends and issues while theyíre beginning and easier to address.
An audit of activity will create a profile of activity for each member of the staff in areas such as active versus assigned accounts, account spending levels, average ad value, etc. With the right information it is possible to establish productivity standards and create expectations for sales reps. Importantly, it will allow managers and sales reps to quantify activity so they can be more effective.
Depending on the company size and the availability of information a comprehensive audit can be accomplished in a day or two. Information can generally be extracted from systems that donít have formal reporting programs.
Many companies elect to extend the project to include a review of department sales and production practices, plus a territory analysis and discussion with each sales rep.
With the interviews I am in a position to create a formal report on the entire sales effort and make specific recommendations about a larger variety of topics such as territory deployment, revenue growth opportunities, support and promotional materials or staff development.
Every company Iíve worked with that has used the information
collected in an audit has reported improved sales efforts.
Creating success for community-oriented publications since 1995