Sales quotas are goals set for sales representatives to achieve over a period of time, such as a year. They are used to motivate salespeople and evaluate their performance. There are different types of quotas, such as sales volume quotas based on revenue or units sold, profit quotas, expense quotas, and activity quotas related to tasks like customer visits or presentations. Combining quotas like sales volume and activity quotas influences both selling and non-selling work. Quotas provide targets, standards, control, and motivation for sales objectives.

1. Meaning of Sales Quota

2. Sales quotas are the sum of the total sales of a future period
and duties to achieve the component of total sales by each
salesperson are handed down to them at the beginning of the
period.
According to Philip Kotler, ‘A sales quota is the sales goal
set for a product line, company division, or sales
representative. It is primarily a managerial device for
defining and stimulating sales effort.’

3. Objectives of Sales quota

4.  Some of the major objectives of sales quotas are as
follows:
1. For determining the goals of salesman, sales territory,
sales department, or branch office.
2. For evaluating the market territories in respect of
prospects of sales and marketing situations.
3. For balanced growth of market territories. The territories
where the sales are comparatively lower, efforts can be
made for increasing the sales.
4. To motivate the salesman towards achievements of the
prescribed quota within the prescribed time.

5. 5. For facilitating the sales manager to evaluate the
salesman’s productivity. In case of failure to achieve the set
quota, the reasons for which can be analyzed.
6. For the development of effective remunerative plans for the
salesman. Those who achieve more than the prescribed quota
are provided with commission or bonus.
7. To control the activities of salesman and to encourage them
to achieve the prescribed quota within the prescribed time
limit.

6. 8. For controlling of sales expenses by fixing a limit on every
sales quota allotted.
9. For facilitating to evaluate the results of sales contests.
Certain minimum sales quota is fixed for each salesman to be
achieved, to ensure his participation in sales contests.
10. Sales quotas serve as the basis for preparing the budget
for advertising and sales promotion.
11. It is the basis to define the rights and duties of every
salesman, sales department or a branch.

7. Importance of Sales Quotas
Sales quotas serve several purposes. The important objectives are shown in the
diagram below:
Sales
Quotas
Quotas provide performance targets
Quotas provide standards
Quotas provide control
Quotas are motivational
Sales
Objectives

8. Types of Sales Quotas
A sales organization can set many types of quotas. The most
common quotas are shown in the following diagram:
Sales Volume
Quotas
Profit
Quotas
Expenses
Quotas
Activity
Quotas
Quotas
Combinations

9. Sales Volume Quotas
• Sales volume quotas include sales in rupees or product unit
objectives for a specific period of time. For example, New
East India Ltd. calculates sales in rupees, whereas Bajaj
Motors calculates sales as number of cars sold. Sales
volume quotas are first set for the entire year. The yearly
total volume quota is then set for shorter time periods, such
as three months, six months and nine months. The sales
force is assigned their yearly quotas. Sales targets are set
for the year for sales force, so their aim is to sell
throughout the year to achieve the total sales objective.
The sales volume quotas can be set in the following areas:

10. Sales Volume Quotas (Cont’d.)
Sales
Volume
Quotas
Product line
Product range
Sales divisions
Sales territories
Sales districts
Branch offices
Sales force (Individual)

11. Sales Volume Quotas (Cont’d.)
Example: The following example of M/s South India Ltd. shows sales volume
quotas for Bangalore territory.
Sales Volume Quota of M/s South India Ltd. for Bangalore
Sales force Sales Quota
(in Rs)
Actual sales
(in Rs.)
Difference Performance
Index
S Kumar 56,96,000 57,92,000 96000 101.7%
R Kumar 55,84,000 48,42,000 -742000 86.7%
W Kumar 60,12,000 60,46,000 34000 100.6%
P Kumar 43,10,000 43,34,000 24,000 100.6%
2,16,02,000 2,10,14,000 -58800

12. Profit Quotas
• Profit quotas are particularly useful in multiproduct companies where
different products contribute to varying levels of profits. It creates
opportunities for the salesperson to make optimum use of time. The
following example shows a situation in which a salesperson optimally
balances his time between high and low profit yielding products.
Product Sales price per
unit
Profit margin
per unit (%)
Volume per
month (Mr
Raj Kumar)
Net profit per
month (Mr
Raj Kumar)
Product A Rs 400 Rs 280 (70%) 60,000 1,68,00,000
Product B Rs 200 Rs 80 (50%) 25,000 2,00,000
Product C Rs 100 Rs 20 (20%) 10,00 2,00,000

13. Expense Quotas
• Expense quotas are related to selling costs within
reasonable limits. Some companies set quotas for
expenses linked to different levels of sales attained
by their sales force. Salespeople may receive an
expense budget that is a percentage of the
territory’s sales volume. The salesperson must
spend only this amount as expenditure.

14. Activity Quotas
• These quotas set objectives for job-related duties useful for attaining
salespeople’s performance targets. Activity quotas are required to
make the sales force perform other activities which have long term
implications on the goodwill of the firm. A sales organization must set
a target level of performance for salespersons. Some common types of
activity quotas prevalent in Indian companies are as follows:
Number of sales presentation made
Number of service calls made
Number of dealers visited
Number of calls made for recovery
Number of new accounts opened
Common Types of Activity Quotas
• Activity quotas typically should not be a basis for rewards. Rather, their
attachment helps the manager better understand why salespeople do or do not
meet their sales volume quotas.

15. Quota Combinations
• Many companies use a combination of these quotas. The
two most commonly combined are sales volume and
activity quotas. These quotas influence selling and non-
selling activities.
• It is also important not to have too many quotas; otherwise,
the salespeople may become confused as to what is
expected. Several quotas can be used, but they should be
on the most important activities, total sales volume and the
products that result in the most sales.