Sales Reports

In these days of computerized business management software suites, separate sales reports are not used as often as in the past. However they are still an important tool for many businesses, particularly new or small businesses that don't need such full featured systems.

As salespeople interact with current or potential clients, they fill out reports so the owner or sales manager can be sure the business is represented as effectively as possible. The best format varies from business to business, but simple formats usually work better than reports with unnecessary information. You need to know if a client is taken to lunch; you don't need to know which restaurant.

Even if representatives enter sales data into a computer system, many businesses still require handwritten reports as well. It is too easy for salespeople to forget contact details by the time they return to the office. Taking a few seconds to jot down the information before moving on to the next client results in more complete and accurate reports.

A typical sales report features:

• Client name and contact information
• Client rating and status
• Type of contact (e.g. cold call, presentation)
• Time in and out
• Comments
• Products or services ordered

When you review sales reports, you need to look at more than just how many products were sold. With experience, you can spot subtle information about the client, the sales representative, and your own business philosophy that will help you improve your sales efforts.

• Types of calls: Effective sales requires a combination of techniques including cold calling, face-to-face appointments, and full blown presentations. A representative who focuses too much on one type of contact isn't going to generate as many sales as one who achieves a balance.
• Client rating: An A-rated client is one who generates a lot of sales for your company. These clients should get special attention because the time and money invested in them will pay off in future sales. B- and C-rated clients shouldn't be neglected but don't warrant the same level of attention as your big revenue generators.
• Client status: Ensure your staff is seeing a mix of new and established clients. It is easy for a business to neglect old customers, then be surprised when the customers disappear.
• Time in and out: The time a representative spends with a client should be appropriate to the type of contact. Too little time means the contact is rushed and ineffective. Too much time may mean the representative is getting chatty and wasting time.
• Client contact information: Follow up with contacts occasionally to evaluate how effective your sales staff is. You may discover problems the client is not willing to share with the salesperson directly. It sends a message that the company cares about the client and quality. And, of course, it can expose representatives who are padding their reports.
• Comments: A wealth of information can be found in this section.
  • Check that the comments correspond with the rest of the information. If the comment says the client loves the company, but no new orders have been placed in months, this deserves further investigation. Sometimes salespeople need an objective eye to recognize a problem.
  • Is the sales technique too passive? Dropping off sales literature with a potential client is only a first step. The representative should plan a followup call in a few days.
  • Short, uninformative comments can indicate an unhappy salesperson. Talk to the representative and see if there is anything you can do to help.
  • Watch for creative sales techniques that can be used as examples for other representatives.
• Orders: Surprisingly, this is often the least important information on a sales report. Keep the clients happy, and the orders will happen.

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