8 Types of Sales Reports and Their Uses

Types of sales reports
  • Revenue by salesperson. This report provides information about the amount of revenue generated by each individual on your sales team. …
  • Conversion rate. …
  • Loss rate by sales phase. …
  • Average sales cycle length. …
  • Average deal size. …
  • Marketing collateral usage. …
  • Sales call. …
  • Lead aging.

Personal selling | Unit 5 | DU| Bcom programme | Sales reports and documents | SALES REPORT

Why are sales reports important?

Sales professionals may find it crucial to implement and regularly evaluate sales reports for a number of reasons, including:

Improving performance

Sales reports give you important information about your sales performance that could help you achieve better results. You can more efficiently tailor your sales efforts to meet your goals by knowing which aspects of your sales strategy are working and which ones need to be adjusted.

By providing them with an understanding of their progress and encouraging improvement, monitoring the performance of your team may also help to motivate individuals, which may increase productivity.

Making informed decisions

Making wise decisions is crucial to the success of a sales strategy. Sales reports offer precise, timely data that could aid salespeople in making wise choices regarding crucial sales activities. Regularly generated reports, such as daily or weekly reports, may assist organizations in tracking and modifying necessary tactics before they result in more serious problems.

Increasing efficiency

Your team may benefit from sales reports in order to determine which leads and strategies are worth pursuing and which ones require less of your attention. By offering guidance on task prioritization, this could assist your team in managing their time more effectively, which could lead to improved outcomes. For instance, your team might shorten the sales cycle by contacting high-quality leads first using specific sales data, giving them more time to investigate other revenue opportunities.

What is a sales report?

A sales report is a document that summarizes an organization’s sales activities. Throughout the selling cycle, organizations may use a variety of sales reports to monitor progress, assess success, identify areas for improvement, and gain insightful data that could inform future strategy. Sales reports may also assist businesses in finding untapped markets and enhancing their performance.

Sales development, sales target presets, and customer lifetime measurements are just a few examples of the various performance metrics that may be covered by different types of sales reports.

Types of sales reports

Several different types of reports could give you important information about how well your sales efforts are working. Here are 8 insightful sales reports to think about:

1. Revenue by salesperson

This report details the amount of revenue that each member of your sales team brings in. You could use this report as a performance indicator every month, which could aid your team members in modifying their tactics as necessary. The information included in revenue by salesperson reports often contains:

Regularly evaluating this type of report may assist you in determining which members of your sales team are succeeding and which require additional coaching. Additionally, you might learn how market trends affect the effectiveness of your team and develop strategies to deal with these changes.

2. Conversion rate

Simply put, conversion rate is the ratio of deals won over those lost over a given period of time. To calculate the percentage of sales made or deals closed by an individual, department, or organization, you can run this report on a monthly, quarterly, or annual basis. Conversion rate reports provide specific information about the revenue produced by the efforts of your sales team and may provide more details about the reason for increases or decreases in sales, whereas basic revenue reports provide a general understanding of the amount of money brought in by an entire organization.

3. Loss rate by sales phase

This kind of report offers information on how many sales or deals were lost during specific stages of the sales cycle. You can more precisely modify your strategies to stop further losses by pinpointing when deals are losing. For instance, you might need to evaluate your team’s sales pitches or a particular presenter if your team is routinely losing deals following product demonstrations or sales presentations. Knowing exactly where you are losing deals during the sales phase can help you make improvement decisions.

4. Average sales cycle length

You could use this straightforward but important report to ascertain how long it takes your team to start and finish a sale. Knowing the length of the typical sales cycle can help you better understand your sales process and decide what steps to take at each stage. For instance, if you know it takes your team, on average, thirty days to complete the sales cycle from beginning to end, you could plan strategically to meet with your clients for a follow-up meeting on the fifteenth day.

This report can help you make decisions about how to prioritize your efforts during various stages of the sales cycle. You may want to change your tactics or rethink your strategy if a lead is taking longer than the typical cycle time to close a sale.

5. Average deal size

This basic report gives crucial details about the typical amount of money made from each deal or sale. To track revenue and keep an eye on the consistency of your sales, you can run this report on a monthly or annual basis. This report could also be used to establish team goals and individual sales quotas. You could also use the data from average deal size reports to establish timelines and milestones for your sales cycle.

6. Marketing collateral usage

The assortment of materials used by marketing teams to help sales teams close deals is known as marketing collateral. Based on how frequently your team uses them, a marketing collateral usage report can help you identify which of these materials and resources are effective. Using this data, you can decide which marketing initiatives are worthwhile investing in and which ones need to be replaced with stronger materials.

7. Sales call

Reports from sales calls are a great way to gauge how well your sales team members are doing. This report produces information regarding the number of visits or phone calls sales representatives make to prospects over a specific time period. To ascertain the quantity of calls or visits that resulted in profitable sales, you can run this report on a weekly, monthly, or annual basis. This ratio may assist you in identifying which members of your team consistently meet their sales goals and which ones require coaching or tactical adjustments.

8. Lead aging

A lead aging report gives details about how your sales team communicates with prospects, including the details of previous interactions and the date of the last contact. You can use this report to make sure your team gives your leads the proper attention at each stage of the sales cycle. Loss of sales may result from prospects who are ignored for extended periods of time. To avoid this, prioritize customer outreach and stay organized with lead aging reports.


What are the sales reports?

A sales report, also called a sales analysis report, is a document that lists the sales activities of a company. This report typically contains data for a specific time period on sales volume, leads, new accounts, revenue, and costs.

What should a sales report contain?

Memos, meeting minutes, expense reports, audit reports, closure reports, progress reports, justification reports, compliance reports, annual reports, and feasibility reports are among the different types of reports.

What are types of sales?

KPIs, the number of items sold, net sales, profits, and customer acquisition costs should all be included in a standard sales report. You might also want to include metrics for team performance, regional sales, new opportunities, and sales growth, depending on your needs.

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