Sales Management

The evaluation should be based to measure telemarketers’ performance comprehensively, and different demand levels of customer groups should be taken account into evaluation process. For example, the paper wholesales may require a large amount of envelops, but they tend to negotiate with Post Rite to get cheaper wholesale price, which in turn impacts on sales volume and gross margin. The following basis can be used in performance evaluation of telemarketers:

 Sales volume by products and customers should be evaluated to determine each telemarketer’s rewards of sales.

 Gross margin comparison can assess on sales representatives negotiation skills.

 Orders taken rate is a critical tool to examine on telemarketer’s call quality.

 Number of new accounts helps company to evaluate their sales ability.

 Number of lost accounts and number of accounts with overdue payment assist company to indentify sales representatives’ ability of customer relationship management, but there are also some non-controllable reasons may lead to loss of accounts.

 Call rate is an important base to measure telemarketers’ performance in telemarketing, particularly those sales representatives who are responsible for outbound calls, a relatively high call rate means they have more opportunities to make sales, meanwhile, the average order ratio and time on the telephone can be analyzed together to examine on calls quality while exploring behavior problems.

All in all, each evaluation base should be compared comprehensively, and analysed from different aspects, this will ensure a precise and comprehensive measurement of telemarketers’ performance.

Telemarketers should not be evaluated against field sales representatives; because their sales activities and customer groups are different to each