Impact of customer calls consistency on sales with correlation between sales and its affecting variables

ACI Pharma, the pharmaceutical wing of Advanced Chemical Industries (ACI) Limited, has faced a sales falling issue despite the remarkable promotional costs. The investigation has been done to find the association between the sales-affecting variables and sales. The required data have been collected from ACI Pharma. The proposed study uses sales and five influential variables, such as promotional cost, product knowledge, target customer coverage, random customer coverage, and call consistency, to investigate the expected association. Variables have considered the average performance of 634 salespeople from July to September 2023. Salesmen in the 80-100 cluster show more productivity and obedience than others. Product knowledge and promotional cost exhibit positive correlations with sales, but customer coverage numbers, either target or random, present a negative correlation with sales. The study only shows the direction of the relation between two variables rather than the mathematical impact of variables on sales. Future studies are required based on regression analysis for statistical inference of sales-affecting variables on sales. ACI Pharma is using the research output and benefiting. Other selling-based organizations suffering from similar problems may be beneficiaries of this study. The most significant value of the study is finding the role of call consistency in the sales performance of the sales reps.