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The Sales Book by Graham Yemm

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The monitoring and control system

Objectives

  • To understand the importance of having a clear and effective control system
  • To know how to use the control system to monitor the sales activity and performance
  • To be able to develop an appropriate sales control system for your organisation

Understanding

Many people leading sales functions spend too much time focusing on the sales results. I am always mystified by this, especially those organisations where I see senior managers getting daily information about sales and making calls to those responsible, demanding their thoughts or justifications for that day’s or week’s figures. What do they expect to happen or to change and how quickly? This is even more puzzling if they are in a market where the ...

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