In FMCG, how do you assign targets to sales executives and sales officers?

Targets are the acheivements of sales to be done which is your contribution and duty to do. The targets are based on the trend analysis that is on averages of the previous months.(6months)and the growth rate of market.and also seasonal changes. Yes there is special targets to employees its for market share/new launch of the product.

yes their is a target in fmcg also but it is based on the particular product.like for ex a company have xyz product so he should have some sales quota for each xyz product 

Based on their territory potential and his personal selling ability.

You could use those  6 steps

Review each sales rep's performance, looking at closing ratios, calls made and total sales.

Assign a skill level and bonus potential to each sales rep, according to their potential performance.

Review the data then increase a novice's target by10 percent and an expert by20 percent.

Meet with each sales team member privately and discuss the sales-goal plan you have chosen.

Look at the success rate at the end of the assigned period.

Give new sales team members a reasonable goal of reaching30 percent of the sales that an expert produces by month's end.

I divide the target I have received from Management and assign to my team members based on their market area potential. But not before adding10% to my received target...and then discuss, brain storm and help achieve it100%

 

Take consideration of the following factors and arrive a consensus in between:-

• Market share achieved
• Market share planned
• Individual performance rate
• Willingness of the staff to take additional responsibilities due to strain factor.
• The strength of the market and market network
• The infrastructure facilities provided to staff
• The inherent strength of the business to support the sales team with adequate feed back and timely execution of the orders taken.
• Competitors approach in the market
• The shortfall in performance if any, during the previous period.
• Additional incentives offered by the Mfr. to improve the market share.

Based on the Yearly forecast-ed budget and how much is the expected share for each of them , their PMA & SMA shopping behavior  , your market share in both areas as well as your competitor  , the tools you've  provided to them , the seasonal activities is the areas where they work  , the trend analysis and the growth excepted compared the last year or last6 months. many elements you need to base your plans on .

different position with different targets on how to reach a sales on pick.

Targets Are Always Calculated On Your Last Performance done As Per records . Because everyone has a capacity to perform best keeping in mind all factors & Pit falls throughout the calculated time . It could be daily, Weekly , Monthly, Qtrly, Six Monthly & then Yearly targets . Product does play a role . But, basics are the Same .

It is always Unit based target what is easy to hold them accountable.

I collect all the forecasting from my team members individually for targeting because they knows best about their territories, then told them to do more what types of support or activities they will need? Of course their territories potential, person potential, managerial support etc all contribute in assigning the target, but traditionally managers see only the previous sales trends. in fact targeting needs more research to be done because several independent variables are involved