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Rob Adair

Quarterly Sales Audit


As managers, it wise for us to face the facts. I encourage you to conduct an audit of your sales activity at the close of each quarter. What you will learn from the answers to the questions below will be eye-opening and provide you with some valuable guidance going forward. Know the following quarterly:

1. What was the average local presentation dollar ask amount from this quarter?
2. What was the average number of weeks these presentations asked the client to buy?
3. How many truly confirmed appointments did your sellers average each week in first quarter? (First-time client interviews or presentations only.)
4. How many local sales calls did your sales manager(s) actually go on with sellers this quarter?
5. How many local clients, each week, did you, as GM, actually see?
6. How many sales applicants did you interview this quarter?
7. How many new sellers did you hire this quarter?
8. How many advertisers were on the air this quarter? How does this number compare to the same quarter last year?
9. How many new advertisers were on the air this quarter? (Never on or not on for a year or more.)
10.  How many advertisers on the air at any time in the past year, were not on the air this quarter and were not asked to be on? (Meaning they were not on the air and there was no record of them being presented anything.)
11.  How many sales meetings did you average per week this quarter?
12.  How many did you, as GM, attend?
13.  How many sales meetings this quarter had an outside guest speaker?
14.  The local seller at your cluster who has the fewest number of accounts on their list has how many?
15.  The local seller at your cluster who has the greatest number of accounts on their list has how many?
16.  Currently, this quarter, the average number of accounts on a seller’s list is how many?
17.  For this quarter, the average number of active accounts on the air a seller has is how many?
18.  Your average monthly local client expenditure this quarter was how much?
19.  Your seller, this quarter, averaging the highest local rates was who?
20.  Your seller, this quarter, averaging the lowest local rates was who?

After you have the answers, by quarter, you’ll have the benchmark for year-to-year by quarter comparisons going forward. As an overseer of multiple markets, there was never a penalty for the answers, but it was important to use the information to improve. Over the years, I have had many managers voice their appreciation for this exercise. Prepare to learn a great deal. The key is being truthful.

Rob Adair is the President of Pinnacle Solving. His company provides revenue growth solutions, branding and differentiation strategies to radio and other industries. Adair is a former radio industry COO and Sr. VP overseeing 25+ stations and multiple major markets. He can be reached at 405-641-0458 or by e-mail

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