The sales force audit is a procedure for diagnosing a sales organization. It shows management the weak points and areas for development to improve business performance. A good sales management training course covers the keys aspects of how to conduct an audit. A sales force audit has three main aims. The first aim of a sales force audit is to discover existing problems in the sales organization. The second aim is to examine the relationships between the sales force and other areas in the process. The third aim is to recognize the factors influencing the success of the sales force.
The Sales Manager can conduct the audit themselves, or if time and know how are limited then an outside consultancy can be used. it can often be preferable to commission a critical, impartial and knowledgeable third party to carry out the audit.
The following is a summary of the most important areas to be examined in a sales force audit.
The first set of factors to be audited should be the external influences on the sales force organization. These would include factors external to the operation such as economic, demographic, political and legal developments; technological trends; competitors (strengths, weaknesses, business policy); markets (chance, risks); customers (the buying decision process, service expectations).
Also included in this first phase of the audit would be factors within the operation, such as organization (company targets, organization structure); relationship between sales and marketing management, relationship with other parts of the undertaking.
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