Increasing Sales Productivity Through Improved Sales Call Allocation Strategies

Laforge, Raymond W.; Young, Clifford E.; Hamm, B. Curtis
November 1983
Journal of Personal Selling & Sales Management;Nov83, Vol. 3 Issue 2, p53
Academic Journal
The article discusses the effect of sales call allocation strategy on sales productivity. The sales call allocation approach is based upon developing, a specific sales call strategy depending upon the attractiveness of accounts for the investment of sales calls. The general approach is to use several factors to evaluate the account opportunity and strength of position dimensions for each account and to classify each account into a four cell grid based on these evaluations. The logic of grid analysis is easily understood and readily accepted by management and salespeople. It also incorporates management and salespeople actively and directly into the analysis. In fact, the process of developing the grid can be beneficial in and of itself. Management and salespeople are forced to analyze each individual account in depth to provide the account opportunity and strength of position evaluations. This process improves management/salesperson understanding of the important factors operating at each account.


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