Lines Per Call
The average number of distinct SKU line items ordered per productive visit, a key measure of order depth and salesperson effectiveness at range selling.
Full definition
Lines per call (LPC) measures how many distinct SKU line items a salesperson books in a single outlet visit. If a DSR visits a kirana store and the retailer orders 5 different products (say, 200ml curd, 500ml curd, 1L milk, paneer, and buttermilk), the lines per call is 5. LPC is the clearest indicator of range selling effectiveness, whether the salesperson is selling the full portfolio or just taking orders for the 2-3 items the retailer would have bought anyway.
Indian FMCG benchmarks for LPC vary by category: dairy distributors typically see 4-7 LPC because the portfolio is broad (milk, curd, paneer, ghee, flavoured drinks), while a single-category brand like a biscuit company might average 3-4 LPC. Improving LPC by even 1 line across hundreds of daily calls translates into significant incremental revenue. A 1-line LPC improvement across 300 outlets at an average Rs 150 per line = Rs 45,000 additional daily billing.
Modern SFA systems track LPC automatically and can prompt DSRs with range selling suggestions: "This outlet ordered curd and paneer but has never tried buttermilk, suggest it." These nudges, powered by sales analytics, consistently lift LPC by 15-25% within a quarter.
Real-world example
A Hatsun dairy DSR in Chennai averages 5.2 lines per call across 28 daily visits; the sales manager sets a target to lift LPC to 6.0 by training DSRs to pitch the newly launched flavoured yoghurt at every stop.
Where it applies
Applicable industries
This term is relevant across the following SpireStock-supported industries.
How SpireStock handles it
Related SpireStock features
The concepts described above are implemented end-to-end in these product modules.
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