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Sales Quota and Sales Budget, Notes for Distance MBA

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Bhagirath Jakhar
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Post Sales Quota and Sales Budget, Notes for Distance MBA - December 9th, 2009

Sales Quota (SQ)

SQ are goals set by a comp. for its marketing unit for a certain period of time. Marketing unit may be regions, territory, branch, salesperson, a distribution or a dealer.
SQ can be set on sales unit, expenses, profit margin, activity, customer satisfaction combination. Annual sales quota for each mktg unit can be -broken down to quarterly/monthly.

Objectives of Quota are like:

1.Making available performance standard:
It act as a tool to measure performance of sales person, act as a goal/target setter.
Performance Std. set against which actual performance is compared to evaluate salespersons performance.

2. Controlling performance

BY selling quotas for special activities, sales volume &selling expenses.
The SM (sales manager)controls the performance.Fore.g:-10 calls per day/5 calls of business customer’s indirectly monitors/controls the activities of sales person by setting quotas.

Can keep an eye on wasteful expenditure on customer (travelling, lodging, entertainment & meals) company reimburses sales expenses only up to 0.5% of sales limit expenses? Control over reporting &can influence sales performance.

3.Motivating people

Sales quotas are set by motivating sales people by money. performance is recognized by awards/rewards like trips abroad. This financial compensation/ rewards are called incentives. The incentives are linked with quotas which are made achievable for sales person. So that he puts in extra effort to achieve his quota.

4.Identifying strength &weakness:
Actual performance compound respective quotas of difference territories & salespersons, The SM can identify successful &unsuccessful performance. Analysis of causes of poor performance may reveal training program needs improvement, better product quality required to meet customer needs & positioning strategy.

Types of Quota:-

I) Sales Volume:-
1) Rs. sales volume:- many product easier to manage (HUL)
2) Unit Sales volume: - Sets sales volume in units. E.g. machinery/ milk/ petrol.
3) Point sales volume: - When company wants to make profit will target.

Sales Volume quota sales person, distributor, retailer based on geographic area/ product for a specific period.
Point sales volume:- product which are more profit for the company will receive more profitable for the company will receive more points..

II) Financial Quota :- Gross- margin/profit ---Gross margin quota is decided by ‘cost of goods sold’ from sales volume.
Cost of goods sold – selling expenses-cost of goods manufacturing= gross margin. (No control on manufacturing cost) by sales person.

Expense quota:- Companies control over in cost of selling (travelling) control over expenses along with sales volume quota, SO that selling expenses are kept in line.
E.g. Pantaloon -“Garv se kaho Hum kanjus hai”

III) Activity Quota: - Direct sales person to carry out job related activity.
- Defining important activity
- Finding out time required for carrying out activity
- Deciding priority given to carry out activity.
- Deciding quota/ frequency for important activity.

IV) Combination quota:- Selling activity &non-selling activities, uses point as common measure to overcome the problem of difference measures used by various quotas discussed earlier.
Methods for setting Quotas
1) Territory potential
2) Part sales expenses
3) Total marketing estimates
4) Executives judgment
5) Salespeople’s estimates
6) Compensation plan
Sales Budget

What do you mean by Sales Budget?

Estimates of expected volume of sales and selling expense are known as sales budget. The sales volume of sales budget is based on sales forecast.
Sales Budget- Slightly lower than the Sales forecast to avoid excessive.
Sale Budget =>Product wise quantities
=>Territory wise quantities
=>Customer wise & sales Person wise sales volume.

PURPOSE OF Sales Budget:-


1. Planning:- Profit Planning based expected sales less cost of achieving the sales. SB includes sales goals, strategy & action plan + cost of expected plan is based in sales quota; production; territory; customer & selling price.
2. Co-ordination:- SB is finalized by coordination with marketing +Finance +Product +HR. Coordination @ all angles by all departments to achieve similar goals.
3. Control:- Tool for evaluation of pert. SB is defined term of sales volume & selling expenses standard of pert against actual performance.
Yearly Budget. Broken----=>
=>Quarterly--=>Monthly
=>
Methods used for deciding sales expense budget.
1. % of sales method
2. Executive judgment
3. Objective and task method

SALES BUDGET PROCESS

1 REVIEW SITUATION: sales management reviews past, present, and future (budget period) past helps to actual reference, present future helps to under changing marketing environment and expected reference.

2 COMMUNICATION: sales management communication in writing to all field office regarding formats, guidelines, assists and time about all three budgets.

3 Subordinates budgets: first time field sales managers prepares sales budget for their respective sales territory and submits it to reporting manages and upwards to national sales manager who prepares the companies proposed sales budget by combining the received budget.

4 Approval of the sales budget: In consultation with marketing head; National sales manager prepares 2/3 alternative proposals of sales budget and make presentation to top management.

5 Other department: Final sales budget is given to other department to prepare are their budget and Approval sales budget is broken down into each sales territory quarterly and monthly. A/c’s department prepares cash budget and profit budget based on sales revenue information given by sales department and expenses budget given by other departments.
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Re: Sales Quota and Sales Budget, Notes for Distance MBA
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Business Education
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Re: Sales Quota and Sales Budget, Notes for Distance MBA - June 2nd, 2015

Quotas are a reflection of sales targets set for an individual in a sales organization. After a corporate goal is established, managers distribute quotas down through the sales territory hierarchy until all territories and their respective owners have quotas.

Types of Sales Quota:

1)Volume-Based Quotas
2)Profit-Based Quotas
3)Combination Quotas
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