A sales representative may visit many outlets in a day, but not every visit results in a transaction. The outcome can depend on the outlet, sales preparation, and customer needs.
For distributors, counting store visits alone does not show sales productivity. They also need to know how many visits result in transactions and which areas need attention.
What Is an Effective Call?
An effective call refers to a sales visit that achieves its intended purpose. The visit may result in a sales order, collection, discussion, or another transaction that supports the sales process.
For example, a sales representative visits an outlet to take an order. If the outlet places an order during the visit, the call is considered effective because it produces a measurable sales result. Effective calls can also be used to evaluate sales productivity by comparing completed visits with visits that result in a transaction.
Strategies to Improve Effective Calls
- Select the Right Outlets
Sales representatives can prioritize outlets based on previous orders, purchase patterns, product demand, or current promotions. Focusing visits on outlets with relevant sales opportunities can help increase the number of visits that result in transactions. - Plan Each Visit
Sales representatives should have the necessary information before visiting an outlet. Product details, current promotions, special offers, and previous order history can help them prepare for the visit. Understanding each outlet's needs also allows sales representatives to have a more relevant sales discussion. - Optimize Sales Routes
Route optimization helps sales representatives plan daily visits based on outlet locations, traffic conditions, and visit priorities. A well-planned route allows representatives to spend less time traveling between outlets and allocate time to their planned visits. - Use Sales Technology
Sales applications can connect activities such as order taking, inventory information, and delivery status. Sales representatives can access relevant information during store visits, while managers can review sales activities and transaction results through the system. - Provide Regular Training
Provide regular training for sales representatives on product knowledge, sales techniques, and handling customer objections. Training helps representatives prepare for different customer situations and communicate product information clearly during store visits.
How to Measure Effective Calls
Measuring effective calls helps distributors see how many sales visits result in a transaction. One common measure is the effective call rate, which compares effective calls with the total number of sales visits.
Effective Call Rate = Effective Calls ÷ Total Sales Visits × 100%
For example, if a sales representative visits 20 outlets and 12 visits result in transactions, the effective call rate is 60%. Distributors can use this metric to review sales activity across representatives, areas, or time periods.
Using Sales Data to Improve Effective Calls
Measuring effective call rates shows the result of sales visits, but the data behind each visit can provide additional information. Distributors can review outlet visits, order history, product availability, and transaction results to understand which visits lead to sales.
For example, if certain outlets regularly place orders while others rarely generate transactions, managers can review each outlet's visit frequency and sales history. The information can then be used to adjust visit plans, prioritize outlets, and identify areas that require follow-up.
Accurate records from each sales visit also give managers a clearer view of sales activities. Sales representatives can record visit details and orders directly from the field, while managers can review the information when evaluating sales performance.
Improve Effective Calls with BOSNET Mobile Distribution
BOSNET Mobile Distribution helps businesses monitor sales visits, validate field activities, manage sales routes, and track sales performance in real time through a single integrated platform.
Get real-time visibility into field sales activities and actionable insights from every outlet visit. BOSNET helps businesses increase revenue, reduce costs, and improve sales execution across the distribution network.
Ready to digitalize your sales force?
Contact us to discover how BOSNET Mobile Distribution can manage your salesman activities in one integrated solution.
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