Fortunately, the word control begins to lose the negative connotations that for the TV/radio commercials it had; for the long time they could receive neither his real meaning nor the big utility that it has for the company.

At present, it is accepted perfectly that the control is exercised in the sale force, what allows to evaluate the grade of fulfillment of the targets, both at qualitative and quantitative level. Any company has to have a goal that to manage and a plan, to continue, there is where there takes root Homely the activity that every marketing manager must develop to be able to fight against advantage on a highly competitive market. The commercial planning, which is one of the most important functions of the company and of the organizations in general, includes the supervision process across a consistent system in:

• To fix the targets.
• To plan them.
• To put in functioning control methods.

As we have mentioned previously, one of the Home sources of internal information that they have the companies is her own commercial team, the knowledge to make use of it will bring benefits almost immediately. Therefore, the mechanisms of control that are established in the different commercial departments of the companies with marketing optics will be directed to evaluate so much the deviations produced in the fixed quotas, as in the securing of information of the market.

Perhaps one of the most important factors in the daily work of the seller and not accepted of good grade be the organization and planning of his work. The motive can be mistaken of communication at the time of transmitting this task. It consists of indicating them how there must realize his functions, that is to say, the use of the report or daily report, files, agendas, lists of invoicing, routes and points of sale. The best quality of the seller is to be organized, that's why it is necessary to teach it and to insist on it.

13.1. Administrative works

It is usually costly to accustom the sellers to this type of functions, it is necessary to convince them in his need facing the good march of the work. It comprises the achievement of reports, the routine part of mailing of information, expenses and deliveries of invoices, cashings of unpaid, to report continuously of his exact location... It is necessary to establish a procedure manual, so that they all act as equal and of form adapted at administrative level. Let's not forget that this activity is supposed by one of the best internal sources of information for the company. The seller is who lives straight through the market.

At present, with the incorporation of the new technologies, a big leading role has given itself to badly discriminated control systems, since with the information that they facilitate we can benefit from the application of a politics of CRM facing a major competitiveness.

13.2. Targets establishment

When the business address begins establishing targets, it is suitable to involve the human team in the achievement, since, on having known deeply the aspects and concrete peculiarities of his area can facilitate a series of interesting information to us for his execution, only the mere fact of asking already them motivates them. To establish the targets of the plant MARS is very widespread the rule mnemonics.

Since our targets must be Mensurables, to the effect that we could measure his progress; Attainable, with a few reasonable probabilities of coming to them; Challengers or motivating, that is to say, with a clear reason to obtain them; Storms, they must be reached within a period of certain time, and Specifics, so that we could see clearly what we could obtain.

Also, it is convenient to have a historical analysis of the sales realized in last three or five years to know the evolution of our company and, in turn, to compare it with that of the market and the competition. Once we have compiled all this information and know the guidelines and strategies given by the company, we will be in disposition to fix the targets, both at quantitative and qualitative level.

• Quantitative targets:

– Sales forecast in euros.

– Sales forecast in products.

– Sales forecast for geographical areas.

– Sales forecast for sellers.

– Number of visits.

– Number of orders.

– Etc.

• Qualitative targets:

– Reception of new clients.

– Recovery of lost clients.

– Introduction of new products.

– Scale enlargement in a point of sale.

– Attainment of a major territorial coverage.

– Major information of the client.

– Etc.

13.3. Hardware of control and support

To be effective in the task of pursuit and evaluation of the plant, one is provided with a series of hardware that help us to obtain this target. At present, with the new technologies, the sellers take the PDA capable of giving us an exhaustive information of our clients and market, what will redound to a major competitiveness. For it we will use of the following logistic material that in computer support or role we need to use:

Clients' cards: the seller has to continue a few routes every day accompanied by this type of document; in him the following information is gathered:

• Information of the client and his classification.
• Frequency of the visit.
• Form of payment and period.
• Date of the last realized visit.
• Volume of orders of the previous year.
• Volume of orders foreseen for this year.
• Quantity served in the last order.
• The scale of products that works.
• How and at what quantity is it employed with the competition.
• Remarks.

This will allow us to evaluate:

• The time passed from the last visit.
• The rotation of the product in this time.
• The behavior of our product in this period.
• Tendencies of the market.
• Etc.

13.4. Daily report, report (English) or rapport

It will be delivered every day in the offices or will be sent weekly in case of displacement; it takes as a purpose to know the following thing:

• The daily activity of the seller.
• Result of the sales management.
• The grade of coverage of the targets.
• Realized collection management.
• Obtained new clients.
• Sold products.
• Remarks.

13.5. Expenses note

This document can be weekly, fortnightly or monthly. He gathers the expenses carried out by the seller in a certain time. Also, it allows to check along with the daily reports the information gathered in one and other, to verify the coherence grade of the negotiations, since the contrast of this information with the obtained one in the rapport will allow us to verify the veracity of the information of the previous one, facing his biggest reliability. Between others, he must gather the following aspects:

• Followed routes.
• Covered kilometers.
• Detail of the invitations (clients and motives) with included invoices.
• Remarks.

13.6. Monthly report

This report, which is expressed to the direction of the company once a month, is realized by the sales manager or commercial person in charge. He gathers and sums up the information given by the sellers with his analysis. Between the Home points that it treats they are:

• Analysis of the global results of sales of the corresponding month.
• Qualitative targets of the month and grade of fulfillment.
• Result of the promotional actions.
• Situation of the market.
• Actions of local promotion.
• Qualitative and quantitative targets of the following month.
• Tendencies of the market, both for our company and for the competition.

13.7. The meetings of work

It might not consider the closed topic if it does not mention one of the hardware that the commercial person in charge must be able to handle to increase the yield of the sellers. We are referring to the meetings of work that any managing debit to be able to drive for the sake of obtaining a good control, a better information and giving a major dynamism to his team.

Due to his character eminently practical, we have considered to be opportune to mark a script that must follow in everything or partly, according to the type of meeting.

A) Preparation phases

• To need the topic.

– To obtain precedents and information, analysis.

– To specify the target.

– To prepare a detailed script.

– To select the key points.

– To define concepts.

– To check previous conclusions, according to the target.

• To organize the group.

– To examine the individual characteristics.

– To try that the group is balanced.

– To distribute the participants of a most effective and opportune way (his laying is important, Homely in the shape of U).

• To plan the meeting.

– To prepare: introduction and closing ceremony.

– To foresee how to tackle the points that they go to debate.

– To programme the questions.

– To determine discussion system.

– To fix times.

• To prepare the details.

– To send the call with enough advance accompanied by the precise information.

– To arrange the material and the suitable papers.

– To prepare properly the meetings room.

– To verify everything with advance.

B) Ways of directing the meetings so that they are effective

• Introduction.

– To start at the special hour.

– To center the attention of the group.

– To define the intention of the meeting.

– To indicate discussion procedure.

– To obtain agreements.

• To direct the discussion.

– To stimulate the discussion: to ask, to avoid frictions, to moderate, to control, etc.

– To make to inform all, to watch the rhythm.

– To analyze and to sum up often.

– To support the discussion centred on the topic (the sellers are much given to digress).

• To lead the summary.

– To indicate points of agreement and disagreement; intermediate conclusions.

– To value opinions, to observe his effect on having exhibited them.

– To be an electric cord, without losing of sight the target.

– To consider and to sum the possible solutions up.

• Conclusions.

– To obtain agreement, to verify comprehension and acceptance.

– To fix an action plan, to make responsible the persons in him.

– To encourage the collaboration spirit.

– To close the meeting at the due hour.

– To raise record in writing of the meeting.