Measuring Marketing

Chapter 101 Average Sales Per Call

Measurement Need

To measure how much each sales person generates in dollars per call.

Solutioni

Average sales per call measures the value in dollar sales arising from each sales call. The formula is:

$SP{C}_{avg}=\frac{T_{salest}}{T_{callst}}\times 100$

Where

SPCavg = average sales per call

Tsalest = total sales in time period t

Tcallst = total calls in time period t

A small, upscale hotel company has a sales team that consists of two salespeople per property for each of the five properties belonging to the company. Each salesperson is responsible for group business (“group” is defined as ten or more rooms). Most of the salespeople conduct their own customer research and cold calling. The average number of sales ...