Records Management
16.4 Identify and discuss common elements of a records management system
Although some salespeople complain that paperwork is too time consuming and reduces the amount of time available for actual selling, others recognize that accurate, up-to-date records are important. Their work is better organized, and quick accessibility to information often makes it possible to close more sales and improve customer service.25
A good computer-generated record-keeping system gives salespeople useful information with which to check their own progress. For instance, an examination of sales call plans at the end of the day provides a review of who was called on and what was accomplished. The company also benefits from complete and accurate records. Reports from the field help management make important decisions. A company with a large sales force operating throughout a wide geographic area relies heavily on information sent to the home office.
Common Records Kept by Salespeople
A good policy is never to require a record that is not absolutely necessary. The only records worth keeping are those that provide positive benefits to the customer, the salesperson, or the personnel who work in sales-supporting areas of the company. Each record should be brief, easy to complete, and free of requests for useless detail. Where possible, the format should provide for the use of check marks as a substitute for written responses. Completing sales record forms should not be a major burden.
What records should you keep? The answer to this question varies depending on the type of selling position. Some of the most common records salespeople keep are described in this section.
Customer and Prospect Files
Most salespeople find it helpful to keep records of customers and prospects. As noted earlier in the Salesforce.com download exercise, each of the customer files has space for name, address, and phone number. Other information recorded might be the buyer’s personal characteristics including their communication style, the names of people who might influence the purchase, or appropriate times to make calls. Most salespeople have replaced card files with computerized record systems.
Call Reports
The call report (also called “activity report”) is a variation of the sales call plan described earlier in this chapter. It is used to record information about the people you have called on and about what took place. The call report is one of the most basic records used in the field of selling. It provides a summary of what happened during the call and an indication of what future action is required. The call report (daily and weekly) featured in Figure 16.4 is typical of those found in most Customer Relationship Management (CRM) systems and used in the field.
Figure 16.4 Call Report, Expense Voucher, and Weekly Sales Report
These are three of the most common records kept by 3M salespeople. Many salespeople process these forms via e-mail.
We are seeing less emphasis on call reports that require only numbers (calls made each day, number of proposals written, etc.). Companies that emphasize consultative selling are requesting more personal information on the customer (information that expands the customer profile) and more information on the customer’s short- and long-range buying plans.
Expense Records
Both your company and the government agencies that monitor business expenses require a record of selling expenses. These usually include such items as meals, lodging, travel, and in some cases entertainment expenses. Several expense-reporting software packages are now available to streamline the expense-reporting process. Automated expense reports save salespeople a great deal of time and allow them to get reimbursed while still on the road.
Sales Records
The records used to report sales vary greatly in design. Some companies require daily reports; others, weekly ones. As you would expect, one primary use of the sales report is to analyze salespeople’s performance.
You can take certain steps to improve a reporting system. Charley Cohon, president of Prime Devices, wanted his salespeople to turn in sales call reports each Monday. However, sales representatives often delayed writing these reports until well after the calls were made. His salespeople were eager to call on prospects, but not eager to write reports. To improve his reporting system, Cohon offered his salespeople a dedicated phone number just to receive and retrieve voice mail. Sales reps could call in their reports, which would be transcribed into their CRM system by a clerk in the office.26
Salespeople often use CRM systems to record handwritten notes taken during meetings with the customer.
Source: PhotoAlto/Superstock
Some records should be completed right away, while you can easily recall the information. Accuracy is always important. It can be embarrassing to have an order sent to the wrong address simply because you have transposed a figure. Take time to proofread forms and use a spell checker.
You should reexamine your territory management plan continually. Update it often so it reflects the current status of your various accounts. When possible, use a laptop computer or smart phone with appropriate CRM software to improve your records management system. Mobile technology will help you achieve increased selling time and enhance customer service.