“What can be measured can be improved. »
P. Drucker
This wise reflection perfectly sums up the interest of key performance indicators for a salesperson! Indeed, to improve your sales, there is nothing like following clear KPIs which will help you find areas for improvement and ultimately increase your sales.
Obviously, there are a plethora of KPIs that will be more or less adapted to your needs. We have therefore shortlisted the most relevant ones for you as a salesperson in a sales house .
We have listed KPIs under two main categories: generic ones and media-specific ones.
This list will give you an idea of the indicators to follow. It is not exhaustive and it is sometimes not necessary to follow them all. Indeed, a KPI is useful when you can act. If you follow them simply to reassure yourself, you will fall into the vanity metrics trap. So focus on those who will give you ideas for actions to improve your commercial performance.
Generic KPIS
Media-specific KPIs
- The target coverage rate . This indicator allows you to quantify the market share that remains to be conquered. It is very interesting to measure because it allows you to quantify the share of demand that could be processed. The list of missing prospects can be found via advertising investment .
- The average page price / average spot price
- The average negotiation rate : the average negotiation rate will allow you to frame your current and future negotiations.
- The number of spots sold or the number of pages sold.
- The number of captive and non-captive clients . Within audiovisual and print management, certain media have very specific targets. For example, a BtoB newspaper specializing in health will have a pool of natural prospects such as pharmaceutical laboratories, insurance companies, etc. These are called captive clients. But it will also have non-captive advertisers such as those in the energy or automobile sector: these are the non-captive advertisers.
- Fill rate : the percentage of available advertising spaces. Your goal is obviously to obtain the highest fill rate possible! This is surely the most important indicator on this entire list.
We hope that this article will help you see more clearly when monitoring your commercial performance. Some of the indicators mentioned above can be found in MediaCRM , our CRM dedicated to media, and others in AdMonitor advertising investment tool .
Do not hesitate to contact us if you would like more information on our tools.
