The sales calls previously made by sales executives were not effective. They did not analyze the given factors appropriately before allocating the number of calls to particular account.
On the basis of portfolio analyses, it is suggested that a sales person should allocate highest sales efforts for clients/ accounts having high competitive position and high account opportunity. However, from the given data it is evident that, sales people directed most of their efforts to drive sales from clients/accounts lying in the segment of high account opportunity and low competitive position.
Hence, it is advised that before making sales efforts, a sales person should analyze the accounts appropriately in terms of competitive position and account opportunity. This would increase the chances of success.
The classification of given accounts is done on the basis of portfolio analysis. Hence sales person should adopt below mentioned sales call allocation strategies:
• Maximum selling efforts should be concentrated on account having high competitive position and having equally high account opportunity. This will help the business to increase its market share and grow. In addition, they also have potential to buy company's product offerings. Hence, they are very important from business point of view.
• The clients which have high account opportunity but low competitive position should be the next target for sales person. He should concentrate on identifying ways to enhance the competitive position of these accounts.
• Clients lying in high competitive position and low account opportunity are the regular customers of the company. These clients do not make frequent orders but have regular requirements for the company's products and hence are important.
• The accounts lying in 4th quadrant are least attractive for the company and hence sales person should make least selling efforts for these.