What is Sales Control?


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“Control” is knowing what you want to do and being able to do. This definition applies whether it refers to a driver driving an automobile, to a captain commanding his ships, to a quarterback leading his team, or to a sales manager supervising his men. However, a more precise definition of control for the sales manager might be ‘knowing what you want your sales manager to do & bring able to get them to do it.

When troops panic under fire and scatter in all directions, their commander has ‘lost control’ he knows what he want his met to do, but he is unable to make them do it. Similarly, when one of salesman fails to meet a reasonable quota, or only makes half the calls he is expected to make, or neglect an important customer to the point where he loses the account, the manger lost control.

Control is the essence of supervision; indeed, it is the purpose of supervision. A sales manager’s job is to multiply his selling effectiveness through these salesmen. But unless he can control the activities of his men, unless he can lead to do the right things at the right time, such multiplication of effectiveness is almost impossible.


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