Sales Performance Checklist

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Indicators and Metrics:

• Sales are a quantifiable indicator (can be planned and measured in terms of monetary income), while performance is rather a qualitative conception including a variety of sub-factors;
• Sales Performance can be measured and controlled per salesperson or at the level of Sales department (or overall company’s sales efficiency);
• The main areas include:
  • Sales People (their skills, productivity, etc);
  • Sales Process (effectiveness of organization, workflow, etc);
  • Sales Technology (effectiveness of technologies used to support sales activities);
• Sales Performance (per personality) can be built up from matters such as the following ones:
  • Volume of sales in dollars (dynamics, fluctuation, growth, etc);
  • Amount of working time spent at workplace;
  • Salesman appearance: clothes, shoes, hair, cleanliness, etc;
  • Salesman personal skills: politeness, clear speech, confidence, etc;
  • Completeness and accuracy in managing sales orders and other sales documents;
  • Testimonials and judgments from customers;
  • Swiftness in submitting reports and answering customer claims;
  • Number of sales calls made and Number of new accounts opened;
  • Number of calls made on existing accounts (customer support and follow-up);
  • Knowledge of the business, products, and industry;
  • Swiftness and appropriateness in addressing the non-sales issues;
  • Customer satisfaction and retention rates;
  • Planning and reporting individual activities;
  • Customer defections and dissatisfactions;
• At the level of the company’s overall Sales function, its performance can be controlled in terms of the following lines:
  • Velocity and readiness in work: how fast the sales leads are generated and closed;
  • Productivity: the level and amount of output generated by department and each sales resource;
  • Organization: how effectively and proactively do sales resources spend their working time;
  • Effectiveness: the overall ability to reach preset sales goals and overcome challenges;
• Some more of specific metrics to be established and monitored:
  • Sales Turnover;
  • Sales Growth/Decline per time period;
  • Sales Capacity;
  • Deal Size (average, min, max);
  • Trainings and Knowledge quality;
  • Employee Satisfaction Rate;
  • Customer Satisfaction Rate;
  • Customer Defection Rate;
  • Revenue per Sales Representative;
  • Margin per Sales Representative;
  • Win/Loss Ratio;
  • Time Utilization;
  • Sales Cycle Duration;
  • Expense per Sale;
  • Revenue / Expense;
  • Sales Process Efficiency;

Establishing Controls:

• Establish a set of standard performance metrics to serve as guidance for each sales professional who will know how his/her efforts will be appraised;
• Establish certain clear-cut objectives and baselines:
  • Quantifiable goals at numeric measures for a period;
  • Long-term policies and regulations for non-quantifiable indicators;
• Establish procedures for monitoring the sales activities and defining the performance:
  • Where you will get the data necessary to assess different factors over the sales performance;
  • How this information will be processed and analyzed in the organization;
• Consider establishing...

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