Management
Field sales KPIs: the metrics UK sales directors should track
7 min readUpdated 15 August 2026
Field sales generates a lot of numbers and very little insight. These are the KPIs worth putting on a wall, grouped so each one drives a different decision.
Activity KPIs — is the work happening?
| KPI | Calculation | Used to decide |
|---|---|---|
| Doors per advisor per day | Outcomes recorded ÷ advisors out | Whether territory or effort is the issue |
| Active hours | First to last outcome timestamp | Whether shifts are actually being worked |
| Coverage % | Addresses worked ÷ addresses allocated | When to re-allocate a territory |
Conversion KPIs — is the work paying?
| KPI | Calculation | Used to decide |
|---|---|---|
| Contact rate | Conversations ÷ doors | Timing and territory changes |
| Pitch-to-sale | Sales ÷ conversations | Coaching priorities |
| Sale per door | Sales ÷ doors | Campaign viability |
| Call back conversion | Sales from call backs ÷ call backs booked | Whether the diary is being worked |
Quality KPIs — will the revenue survive?
- Cancellation and clawback rate within the cooling-off window
- Complaint rate per thousand doors
- Suppression breaches — properties knocked that should not have been
- Advisor retention at 30, 60 and 90 days
Report at three levels
The same KPI means different things at different levels. Advisor-level numbers drive coaching, territory-level numbers drive allocation, campaign-level numbers drive commercial decisions. Reporting only at campaign level hides both your best and your worst performers.
Run this on real UK address data
The Closer puts every UK delivery point on a live map, logs an outcome on every door and reports coverage and conversion as your teams work.
Keep reading
Field sales management: what it is, the process, and how to manage a UK field team
The six-step field sales management process UK managers use daily, plus the KPIs, coaching rhythm and reports that turn activity into forecastable revenue.
ReadDoor to door sales in the UK: a complete operator's guide
How UK door to door sales teams are built and run in 2026: territory planning, knock outcomes, compliance rules, realistic conversion rates and advisor pay.
Read