Instructions:
Please respond the questions below. Each response should take no more than ½ page, single spaced. It is
important that your responses are concise, thorough, and well-supported.
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Sales forecasting is often viewed as one of the most difficult challenges for sales executives, marketing
managers, and others responsible for making them. One of the reasons for this is that those responsible
for making sales forecasts recognize the major implications incorrect forecasts can have on all functional
areas of the firm.
1. What forecasting guidelines should be followed to improve the predictions?
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It is a common practice for firms to reorganize to better serve their markets and most important
customers. It’s interesting how different companies and selling organizations define “most important
customers”.
2. Assuming the role of a senior sales management executive, how would you define “most
important” customers (by current sales, potential sales, other criteria)? Please be sure to
include support for your response.
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In general, salespeople used to have access to far more information than their buyers. However, in the
past 10 to 15 years, access to “real-time” information has given the edge to buyers changing how they
view their jobs. Buyers are better equipped to understand their costs, enhance their understanding of
which items to purchase and from whom.
3. How has this dramatic increase of information affected the relationship, both
interpersonally and professionally, between purchasing agents and the sales reps calling on
them?
