What is a sales territory?

Busy? Here's the short answer:

A territory is a specific area assigned to a salesperson or team to sell products or services. It helps organize the market and lets sales teams focus on a defined group of customers.

What is a Territory in Sales?

In the context of sales, a territory refers to a specific area that is assigned to a salesperson or a sales team for the purpose of selling products or services. It serves as a well-defined boundary that helps organize the market and enables sales teams to focus their efforts on a particular group of customers within that designated region.

Key Takeaways

  • A territory is a defined geographical area assigned to a salesperson or sales team.
  • It helps sales teams better manage their efforts and resources by focusing on a specific group of customers.
  • Territories are essential for optimizing sales strategies and achieving better customer coverage.

Why Territories Matter in Sales

Territories play a crucial role in sales for several reasons:

  1. Efficient Resource Allocation: By dividing the market into territories, sales managers can allocate their salespeople's time and resources more efficiently. Each salesperson can focus on a specific region, allowing them to build a deeper understanding of the local market and customer needs.

  2. Better Customer Coverage: Territories ensure that every area is adequately covered by sales representatives. This approach prevents overlapping efforts and eliminates gaps in customer service, leading to a more satisfying customer experience.

  3. Targeted Sales Strategies: Different territories may have unique characteristics, such as varying customer preferences and buying behaviors. By tailoring sales strategies to specific territories, sales teams can increase their chances of success and adapt their approach to better suit the needs of local customers.

  4. Competitive Advantage: A well-organized territory system allows sales teams to identify and capitalize on untapped market opportunities. By focusing on their designated regions, salespeople can establish strong relationships with customers, making it more challenging for competitors to encroach on their turf.

  5. Performance Evaluation: Territories help in evaluating the performance of salespeople more accurately. By comparing sales results within each territory, sales managers can identify top-performing regions and pinpoint areas that may require additional support or improvement.

Real-Life Example of Territory Management

Imagine a software company that provides customer relationship management (CRM) solutions. The sales manager divides the market into territories based on geographical regions and assigns dedicated sales representatives to each area.

One of the sales representatives, Sarah, is responsible for the East Coast territory. She focuses on building relationships with businesses in this region and tailors her sales pitches to address the specific pain points faced by companies in that area.

On the West Coast, another sales representative named John covers a different territory. He identifies a growing demand for CRM solutions among startups and small businesses. John adjusts his sales strategy to target this niche market, emphasizing the scalability and cost-effectiveness of the software.

In the Midwest, sales representative Mike encounters tough competition from a rival CRM provider. To gain a competitive advantage, Mike offers personalized demonstrations and excellent after-sales support, which helps him win over several key accounts.

By effectively managing their respective territories, Sarah, John, and Mike contribute to the overall success of the software company by generating higher sales and fostering strong customer relationships.


Q1: How are territories typically defined?

Territories can be defined based on various factors, including geographical regions, zip codes, customer demographics, industry verticals, or even revenue potential. The criteria for defining territories may vary depending on the company's specific goals and market dynamics.

Q2: Can territories change over time?

Yes, territories are not set in stone and can change over time. As market conditions evolve or business objectives shift, companies may adjust their territory boundaries to ensure optimal sales coverage and maximize opportunities.

Q3: What happens if two territories overlap?

Territory overlap can lead to confusion and conflicts between sales representatives. To avoid this issue, companies must carefully design and manage territory assignments to ensure clear boundaries and equitable distribution of leads and prospects.

In conclusion, territories are vital tools in sales that provide focus and efficiency to sales teams. By assigning specific areas to salespeople, territories enable targeted sales strategies, efficient resource allocation, and better customer coverage. Effective territory management can lead to increased sales, better customer relationships, and a competitive advantage in the market.

Related terms...


An Account, in sales, refers to a specific customer or client that a business has a commercial relationship with.

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AE (Account Executive)

An Account Executive (or AE) the sales person responsible for managing and nurtinrg relationships with clients or key accounts. They are often the primary point of contact for existing accounts and responsible for closing new deals.

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ACV (Average Contract Value)

ACV, or Annual Contract Value, is a metric used in sales to calculate the total revenue generated from a single customer's contract. It helps businesses understand the financial performance of each customer.

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AIDA (Attention, Interest, Desire, Action)

AIDA stands for Attention, Interest, Desire, Action. It is a popular framework for interacting with a customer or for marketing tasks, like copywriting.

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ARR (Annual Recurring Revenue)

ARR stands for Annual Recurring Revenue. It represents the total yearly revenue a company expects to generate from recurring customer charges. ARR is a key metric for subscription-based business models.

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