36.4 Sales
Wholesale counters (kirana buying in bulk) ask win rate and achievement against a target. The call log is not the job. Module 35.2 is the dashboard 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.
| 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 | Mumbai | 16 | 4 | 0 | ₹40,000 | ₹32,000 |
| Zoya | Sambhaji Nagar | 40 | 2 | 6 | ₹10,000 | ₹40,000 |
Worked from those rows.
- Calls 226. Won 29. Lost 27. Sales ₹2,60,000. Target ₹2,92,000.
- Win rate is won divided by won plus lost. 29 ÷ (29+27) = 29 ÷ 56 = 51.8%.
- Achievement is sales divided by target. 2,60,000 ÷ 2,92,000 = 89.0%.
- Average deal is sales divided by deals won. 2,60,000 ÷ 29 = ₹8,966 (nearest rupee).
Shraddha in Nashik: win rate 6 ÷ 8 = 75.0%, achievement 60,000 ÷ 50,000 = 120.0%. Raja in Kolhapur: win rate 4 ÷ 16 = 25.0%, achievement 20,000 ÷ 40,000 = 50.0%, on 80 calls.
| 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
Many students keep the target row for achievement only in a visual filter. Make a separate target measure and a separate sales measure. Both must still show when the slicer is cleared. Don't forget this.
Ravindra Bagale's Tip – मराठी
बरेच students achievement साठी target ची row फक्त visual filter मध्ये ठेवतात. Target measure वेगळा, sales measure वेगळा. Slicer clear झाला तरी दोन्ही दिसले पाहिजेत. अजिबात विसरू नका.
Ravindra Bagale's Tip – हिंदी
बहुत से students achievement के लिए target की row सिर्फ़ visual filter में रखते हैं. Target measure अलग, sales measure अलग. Slicer clear होने पर भी दोनों दिखने चाहिए. बिल्कुल मत भूलो.
Fix common mistakes
| Wrong result | Reason | Correction |
|---|---|---|
| Achievement 111% | Target ÷ actual | Actual ÷ target |
| FY starts January | Calendar year | Indian FY April–March |
Practise independently
Practice task
April and May target achievement (targets ₹1,000 and ₹1,100).
Practice file (fictional): visuals_orders_apr_may_2026.csv
Hints
- 900 ÷ 1,000; 1,200 ÷ 1,100.
Solution
April 90.0%, May 109.1%; FY to date 2,100 ÷ 2,100 = 100%.