Sales Control Room

Within a company, there must be somebody or some group or department which is entirely focused on sales and customers. Remember, the purpose of the business must be to solve some problems of the customer. So, a customer has to be in the focus in all the activities of the company. The company must always be alert in responding to the customers’ needs.

Every city has a police control room, which is always alert and which continuously monitors the law and order situation in every part of the city. Just like that, a company must have a sales control room. The primary objective of that cell must be to remain always alert towards all the activities of the company which interact with a customer, be responsive and monitor the quality of those interactions. It should always be watchful that the customers’ satisfaction level with the company is excellent. We may name that cell anything else, but the duties or activities of such a cell must be some of the following:

• Daily sales tracking
• Tracking of customer complaints, requests, inquiries, pending orders.
• Tracking errors or mistakes while executing the customer orders and corrective actions and communication, as required.
• Checking for reasons for the return material coming from customers.
• Daily report checking of all the teams which meet or speak to the customers.
• Month-on-month sales analysis of the company’s top customers.
• Coordination of communication with the top customers (visits, telephone calls, emails, SMSs etc.) being done by various groups within the company.
• Avoiding or resolving conflicts with the customers.
• Planning and execution of the tours of the sales team.
• Tracking receivables from customers and outstanding control.
• Monitoring the progress of the sales team compared to their targets, plans or goals.

      How to Implement Sales Control Room?

• The above mentioned activities must be divided into daily, weekly, monthly etc. tasks.
• Someone from the sales team must be assigned the task of running the Sales Control Room.
• The sales control room cell must always be attended by somebody all the time during the working hours of the company.
• That means that there should always be somebody in the company to listen to a customer’s queries, problems, complaints, feedback etc.
• The sales control room activities must be supervised by business leaders themselves or somebody from the top management to whom the sales head reports.
• A common communication process must be established such that all information related to the customers is captured at some common place. This will make the tracking and clearing of the pending customer related tasks easier.
• The people in the sales control room should be trained to focus on enhancing customer satisfaction, strengthening customer relationships and increasing sales by providing prompt and positive response to the customers.

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