Posted in Marketing and Strategy Terms, Total Reads: 2543
Definition: Sales Territory
Sales territory is a designated geographical area (or any other parameter based grouping) which is assigned to a sales group. This sales territory is responsibility of that particular sales team. The sales team ensures that the sales in that area increase and meets sales targets every year. Any company creates a territory based on geographic area, population demographics, sales potential etc. This territory is assigned to sales persons as their operating territory. They cannot go beyond this territory in ideal scenario.
Dividing the territory has a specific purpose. The sales territories are identified based on any one of the factors stated above. The division is made to balance the workload among the sales persons. Otherwise someone may end up doing more sales and less customer service and someone may do less sales and more customer service. In both of these cases the company ends up losing. In the former case the customers may switch to other brand due to less customer service and hence there will be loss in terms of SKUs sold in the long run. In the latter case the company may spend too much on a few customers and hence the per-unit cost to the company will increase.
Thus each sales representative will have his own target based on the sales territory and it leads to improved efficiency and competition among the sales reps which adds to the profit of the company.
Example of Sales Territory
Let us assume a computer sales company who sells PCs and laptops to customers in a state. The sales team can be divided into different territories as per geographic areas in the state. Let us assume the state is already divided into 3 major areas based on geography. The sales team can use these 3 major areas and divide them further into 2 territories. Now these 6 sales territories can be used by the 6 sales teams. But in actual world it is not this simple. Actual process involves sales targets and quotas along with customer density in these areas. Many times to compete with the competitor, the computer company might need to have similar territories to compete efficiently in the market. Sales territory planning requires a lot of data and work and also it needs revisiting the plan frequently. the territories should be dynamic and change as per the market shifts.