ABSTRACT
This chapter deals with evaluation of the sales organisation and its customers. Customers’ selection and returns, including customer lifetime value, are also dealt with. A sales manager must be able to apply the commercial aspects of sales in daily management as well as in discussions with the management team. Evaluation of its components can then follow, such as product group, product, country, sales area and salesperson. Evaluation proceeds in the same way as the process of setting objectives, forming strategies and planning the activities of a company. Organisational hierarchy facilitates management of a company. The majority of the surveyed companies admit that their insight into customer data is not optimal 42% say it could be improved and 23% have a very limited knowledge of their customers. A clear structure emerges when sales man develop a clear hierarchy that orders the various long term objectives and to which sales man can then relate short term indicators.
