Sales Calls

a business simulation exploring the strategic and financial aspects of customer management and targeting











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Commonly, sales focuses on volume or revenue and misses out on the bottom line and directing sales effort towards optimising profitability. This requires an understanding finance, how individual customers contribute and strategically directing selling effort. This workshop addresses the dry issue of financial and commercial acumen in a in a fun and relevant way. Fun because of the use of a business simulation and relevant because it is for sales and marketing management and can be run by your staff.

SALES CALLS covers sales objectives, customer strategies, call planning & targeting and measuring sales performance.

Participants have to decide how frequently to call on their customers. In doing this they must take into account individual customer potential, the current relationship, profitability, risk and work load.

After the participants have made their decisions, the simulator evaluates calling success and produces a report showing market share, revenue, profits and return on assets. Using Activity Based Costing, the simulator treats each customer as a profit centre taking into account selling and servicing costs and capital employed funding debtors (or accounts receivable).

In deciding call strategy, participants will need to realise their goals must be wider than just building sales and must include building profits and profitability. Also, they will need to classify their customers based on current and future potential, growth etc..

Sales Calls is ideal for sales and marketing courses and sales conferences.


Key Learning


Ways of Using



For sales and sales managers
Duration - 3 hours

Main Topics
Sales Management
Customer Profitability


KEY LEARNING: The simulation covers these issues:

AVAILABILITY: This business simulation is designed to be used by your trainers.

Learn more about running a business simulation yourself.

DURATION: Three hours. This short duration allow the simulation to fit into most course time-tables (even the "difficult" after dinner slot).

TARGET AUDIENCE: The simulations are designed to be used by trainees, junior management up to middle management, functional specialists and supervisors. Or, as an ice breaker, for all levels up to senior management.

METHOD: After a short briefing the training group is divided into several teams of three to five participants. Each consider the problem facing them and then make a series of decisions that are fed, by the team, into their own microcomputer that simulates their effect. The results are printed for the team to analyse before making their next decisions. This decision-making cycle should be repeated for at least eight periods. At the end of the simulation phase the teams reunite to discuss and compareresults.

HARDWARE REQUIREMENTS: Ideally a single PC and printer for each teams (of four or five participants). But, if necessary two or three teams can share a single computer with printer.

The simulation uses an advanced simulator that supports tutoring, provides for ease of use and will run on all Windows operating systems from Windows 98 thorough Windows 8.



Sales Calls is designed to widen sales people's views of selling objectives. So, besides having objectives in terms of revenue and market share, participants must consider profits, profitability and risk. Further, not only must participant's maximise the results for their area as a whole but also set objectives for each individual customer.


Depending on the version, sales performance is measured in terms of market share, revenue, gross profit, contribution, return on assets, revenue/call and profit/call.


In deciding how many calls to make on individual customers, participants must rank customers, analyse growth and profit opportunities both for the current period and the long term. Analyses that investigate the patterns of customer potential, sales revenue, profit & costs, debts, the impact of calling, changes in customer need etc..


When developing their calling strategies, participants will probably need to categorise customers according to their potential and the current penetration. They may wish to divide customers into key and minor customers. Key customers that can be sub-divided into those where there is potential for growth, those where growth potential is negligible but revenue must be maintained and those where growth is such that the customer may become dominant. Then, for each category, participants must decide calling rates to develop the business.


The strategies are implemented and refined through the participants deciding the number of calls to be made on individual customers, entering these, simulation and analysing the outcomes before deciding the next period's calls.


With participants working in small teams, they have the opportunity to share experience and knowledge, present and promote different viewpoints and develop their people skills.


This simulation is available for company training on a per course rental basis (rather than on a per participant basis) and for academic (university) and school use on a per course and an annual unlimited use basis. For you convenience you can pay in pounds sterling (), US Dollars () or Euros.

Learn more about the rental process

Training Type


Company Training




Academic (single course)




Academic (annual use)




School (single course)




School (annual license)





  1. Single company training course is up to 30 participants Beyond that for each group of 30 a copy of the business simulation must be rented.

  2. Rentals in the UK and the European Union will incur VAT (Value Added Tax) at 20%. For the rest of the world VAT is not charged.

  3. Company Training use is invoiced after successful use. Academic and School use is invoiced before use.


This business simulation can be used:


Documentation is provided separately for the UK and US Versions MS Word format and comprises:

The Participants' Manual provides, for the participants. a description of the simulation, a description of their task and how to use the software.

The Background Notes describe the simulation for the trainer and may be used as a handout to the participants at the end of the simulation. (Please contact us to receive a copy of these).

The Decision Form is provided for where teams will submit their decisions to a third party to enter (useful when there is a limited number of computers).

The Work Sheets are provided to help teams segment their customers during or at the end of the simulation.

The Record Sheets are optional and are provided to allow teams to keep a long term record of results on a customer-by-customer basis as the simulation progresses..

Using the Simulator provides, for the trainer (and computer support staff), information about installing the simulation and the use of the software.

Running the Simulation provides, for the trainer, information about running the simulation.

Briefing is a MS Power Point briefing explaining the simulation to the participants. (You may find it useful if you review this before reading the briefs.)

  UK Versions US Versions
Participants' Manual Download size 43k bytes Download size 44k bytes
Decision Form
Work Sheet Download size 25k bytes Download size 25k bytes
Record Sheet
Using the Simulator
Running the Simulation Download 64k Bytes Download 64k Bytes
Briefing Download 46k Bytes  


This is provided to allow you to download an evaluation version of the simulation. 

The table below shows the files to download, their description and size. You should copy them to a folder, a USB Flash Drive or even to floppy discs! Run setup.exe. The program will then install.

Note: When downloading the setup.lst file you must right click and then select Save As. (If you left click the file will open - this is a feature of Windows XP, Vista, Windows 7 and Windows 8)

If, instead of installing from the Web, you are installing from the CD-ROM version of this resource you can install directly by clicking setup.exe and opening the file.

File Description Size
setup.exe Installation Program 137 Kbytes
Setup.lst Installation Data 5 Kbytes Simulator Files (1) 1,282 Kbytes Simulator Files (2) 1059 Kbytes

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2001 Jeremy J. S. B. Hall

Most recent update: 13/09/13
Hall Marketing, Studio 11, Colman's Wharf, 45 Morris Road, London E14 6PA, ENGLAND
Phone  +44 (0)20 7537 2982 E-mail