Sale force management

Sale force management, but in no way less significant than other, Is the control of sales force operations. In the context of the sale management, control means appraisal of salesmen’s performance both periodically and on a continuing basis in order to determine the compliance of policies and achievement of plan target in respect of their job. It is also referred to as supervision, but supervision is no control. Supervision refers to the direct working relationship between the sales man and his superiors involving personal inter action. Control, on the other hand, has a broader connotation and refers to both supervision and appraisal of past performance.

The objective of sales force control are determine the performance levels of salesman

• Enforce the compliance of policy directives and achievement of target performance level and
• Identify the areas where corrective action is required.

 Control is also intended to develop a base on which to consider salesmen for various kinds of rewards and penalties. Since achievement of sales and profit targets largely hinges on the performance of the sales force, it is necessary that their operations are adequately controlled. Also because salesmen are an independent lot operation in the market separated from the sales team at the headquarters, it is imperative for management to see that their independence in no way compromises the company’s plans and policies. For this purpose effective control over their operations is essential.

  

The process of sales force control mainly involves four steps, namely, establishing standards or measures of performance, monitoring and recording actual performance, measuring and evaluating actual performance against the established standards, and triggering corrective or any other indicated action.