We will discuss these five components and related subjects in the following
segments. Implementing the ideas presented in these segments will provide
control and give direction to your field sales activity and it will get results.
- Territory analysis
Analyze each territory with reference to the target market plan.
Often it is found that as much as much as 80% or more of the business is
generated from as few as 15–20% of customers. This may be because of a
number of factors that are evident in the target marketing analysis.
It remains for the sales and marketing manager to determine whether the sales
territory manager is realizing the potential of his/her territory. Examine each
account and prospect in a territory in consultation with the salesperson with
reference to:
Nevertheless, it also can reflect:
The analytical strengths of the territory manager
The organizational skill of the territory manager
The weaknesses of the territory manager
The selling skills of the territory manager
How the territory manager views the potential of existing accounts
How the territory manager views the potential of prospectsThe range of products or services purchased by the account
The proportions of the purchased product-mix
What is the potential for improving or adding to the product or services
purchased? Expressed in both unit quantities and dollar amount
What is the gross margin generated on each product line or service
purchased?