Sales Control

Posted in Marketing and Strategy Terms, Total Reads: 6179

Definition: Sales Control

Sales control is one of the functions of sales management which ensures the sales achievement and profit objectives of the company by coordinating effectively and efficiently the different sales functions.

Goals of Sales control

• Optimize number of sales

• Maximize profit

• Control revenue

Like all other process control set of procedures need to be established, performance should be evaluated periodically and digression from the standards should be addressed swiftly. Sales control process can be executed either through Behavioural aspects like sales efforts or by allocation of selling time or through cost aspects like performance expenses and sales-function administration. Sales personnel need to be trained sufficiently to maintain a consistent effort in sales and also productivity of the sales person should be maintained. Sales control doesn’t focus only on managerial action related to sales; it also encompasses all activities which ensure the even flow of products or services from the producer to the consumer.

Sales budget and sales programmes are the basic available tools to control the efforts. Other available tools are

• Sales Audit

• Sales Analysis

The above tools can be used in identifying the strength and weakness of the internal processes and opportunities and threats from the external environment. Further it will help the management in locating the defect in the functioning of the sales department and take corrective measures.

Sales Audit

Sales audit is the systematic and unbiased review of the basic objective and policy of the selling function of an organization. Sales audits help in improving the effectiveness of the sales arm of the organization. Audits normally examine six aspects such as

• Objective of the company

• Internal policies

• Structure of the organization

• Sales methods

• Procedures

• Sales personnel

Sales Analysis

Sales analysis is the study of sales volume operations to find the sales and profit trend. It helps in achieving better sales performance. It also provides insights on the sales territories, type of customers and products.


Hence, this concludes the definition of Sales Control along with its overview.


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