Figure 18-8 Criteria used to evaluate sales forces

Quantitative Measures

Sales Results

Sales Efforts


Sales Calls

Number of orders obtained

Number made on current customers

Average order size (units or dollars)

Number made on potential new accounts

Batting average (orders - sales calls)

Average time spent per call

Number of orders canceled by customers

Number of sales presentations

Sales Volume

Selling time versus nonselling time

Dollar sales volume

Call frequency ratio per customer type

Unit sales volume

Selling Expenses

By customer type

Average per sales call

By product category

As percentage of sales volume

Translated into market share

As percentage of sales quota

Percentage of sales quota achieved

By customer type


By product category

Gross margin

Direct-selling expense ratios

Net profit

Indirect-selling expense ratios

By customer type

Customer Service

By product category

Number of service calls

Customer Accounts

Displays set up

Number of new accounts

Delivery cost per unit sold

Number of lost accounts

Months of inventory held, by customer type

Percentage of accounts sold

Number of customer complaints

Number of overdue accounts

Percentage of goods returned

Dollar amount of accounts receivable

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