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Tue 10th Jul 2012

How to measure sales performance


ALL sales experts and books tell you that, to succeed, you must constantly measure how your money and time are being spent. But what should you measure and why? Here are some useful metrics which show whats making (or breaking) you right now:

Money

Percentage of budget / quota / goal reached
Use this to determine if your sellers are behind or ahead of financial plan. Identify where focus should be applied to achieve your targeted objectives.

New customers versus existing customers
As it is 90% easier to sell more to an existing happy customer, this vital measure shows where salespeople are spending their time, whether existing accounts are being developed, or how much time is spent prospecting for new customers.

Salesperson rankings in company
Rankings help you and your sales force see who is top according to what is being tracked. Rankings should be published and will stimulate friendly team competition.

Sales by market sector
Shows you which sectors are generating the majority of sales or if your sellers need more training in a particular segment.

Sales by product
Shows the performance of each product and identifies opportunities for improvement / exploration. Further filtering will help pinpoint where demand exists, where effort is being applied, or highlight the effectiveness of an area or a salesperson.

Sales by map
Shows sales distribution by geographical location. Analysis may indicate there is room for additional salespeople or suggest opportunities for territory redesign.

Forecast versus actual
Most useful for more drawn-out complex sales. If the sellers forecasts are generally accurate, then he/she clearly knows what is going on in the market and has knowledge of buying-cycle decisions affecting his accounts.

Expenses Actual versus budget
Broken down to individual level, these metrics help control costs when necessary and illustrate how well the each seller manages their budget.

Average revenue per client
An ever changing overview of sales effectiveness. Generally, you will find that growth occurs when there is an increase in average revenue per client and an increase in the number of new customers retained.

Time

Number of new accounts
Shows if salespeople are prospecting for new business.

Number of calls by sector/account size
Shows if they are calling on prospects in targeted market sectors and size of accounts.

Number of proposals submitted versus closing ratio
This ratio shows what progress is being made in developing business and how effectively sales techniques are being applied.

Number of wins against competitors
Shows how effective they are in differentiating their solutions to their customers.

Customers

Customer retention ratio
A key indicator of customer satisfaction. Generally if you can cut your current rate of customer attrition by just 10% you will see profitability increase between 25% and 90%

Buying points within a complex account
Shows you the number of buying points which the salesperson is seeing within each account, and the depth of account penetration that is being achieved.