22.4 Sales

By Ravindra Bagale Last updated: 6 October 2026

Wholesale counters (kirana buying in bulk) ask win rate and achievement against a target. The call log is not the job. Module 21.1 is the project brief; this section is the arithmetic.

KPI	What the number means	Who uses it	Action it drives
Win rate	Deals won divided by deals won plus deals lost.	Sales manager	A low rate means the pitch or the price, not "make more calls".
Achievement %	Sales divided by target.	City lead	Under target: which accounts. Over target: do not cut the person who did it.
Average deal	Sales divided by deals won.	Sales manager	A high win rate on tiny bills can still miss the target.

Fictional sample rows. One month. Targets are practice numbers, not a company plan. Type these rows into a new sheet from cell A1, press Ctrl + T, and name the table tblSales (Table Design › Table Name).

Salesperson	City	Calls	Won	Lost	Sales	Target
Ravindra Bagale	Pune	40	8	2	₹80,000	₹80,000
Shraddha Bagale	Nashik	30	6	2	₹60,000	₹50,000
Raja	Kolhapur	80	4	12	₹20,000	₹40,000
Rani	Nagpur	20	5	5	₹50,000	₹50,000
Amir	Solapur	16	4	0	₹40,000	₹32,000
Zoya	Sambhaji Nagar	40	2	6	₹10,000	₹40,000

Excel formulas for the whole file (type them in empty cells below or beside the table):

KPI	Excel formula	Result	Number format
Win rate	`=SUM(tblSales[Won])/(SUM(tblSales[Won])+SUM(tblSales[Lost]))`	51.8%	`0.0%`
Achievement %	`=SUM(tblSales[Sales])/SUM(tblSales[Target])`	89.0%	`0.0%`
Average deal	`=SUM(tblSales[Sales])/SUM(tblSales[Won])`	₹8,966	`₹#,##0`

Calculated columns (one result per row). Click the first empty column of the table, type the header, then the formula. The Table fills every row by itself.

New column	Formula in the first row
Win rate	`=[@Won]/([@Won]+[@Lost])`
Achievement %	`=[@Sales]/[@Target]`
Average deal	`=[@Sales]/[@Won]`

Expected result per row:

Salesperson	Win rate	Achievement %	Average deal
Ravindra Bagale	80.0%	100.0%	₹10,000
Shraddha Bagale	75.0%	120.0%	₹10,000
Raja	25.0%	50.0%	₹5,000
Rani	50.0%	100.0%	₹10,000
Amir	100.0%	125.0%	₹10,000
Zoya	25.0%	25.0%	₹5,000

One city with SUMIFS. Win rate for Pune only:

=SUMIFS(tblSales[Won],tblSales[City],"Pune")/(SUMIFS(tblSales[Won],tblSales[City],"Pune")+SUMIFS(tblSales[Lost],tblSales[City],"Pune"))

Result for Pune: 80.0%. Change "Pune" to a cell reference (for example $K$1) and add a drop-down, and the same formula answers for any city.

	Good KPI	Vanity metric
From the same rows	Win rate 51.8% and achievement 89.0%	226 calls, and Raja's 80 calls
Why	Shraddha made fewer calls and beat the target.	Raja's call card is the largest and the achievement is the worst. Rewarding calls trains the wrong habit.

What the manager does. The Nashik manager asks Shraddha which two lost deals were price and which were stock, then keeps her route. The Pune number is on target (8 won, 2 lost, ₹80,000 of ₹80,000). Do not ask Ravindra for more calls. The Kolhapur lead sits with Raja on the 12 lost deals. More calls next week will not fix a 25% win rate.

Ravindra Bagale's Tip

Keep Target in its own column next to Sales. If targets sit on another sheet, bring them in with XLOOKUP before you divide, so a filter cannot hide one of them.