First, decide how you want to store your data. Then decide how to populate your data structure. I would do something along the lines of a dispatch table populating a hash, like so:

my %dispatch = (
  'SALES         ' => \&do_sales_stuff,
  'GROSS PROFIT $' => \&do_gpdollar_stuff,
  'GROSS PROFIT %' => \&do_gppercent_stuff,
  'AVG. SALES/RO ' => \&do_avgsales_stuff,
  'TOTAL HOURS   ' => \&do_hours_stuff,
  'AVG. HOURS/RO ' => \&do_avghours_stuff,
  'ETC, ETC, ETC ' => \&do_whatever,
);

my $salesperson;
my %data;
while(<>)
{
  my $rowid = substr $_, 0, 14;
  next if $salesperson = discard_header_or_get_new_salesperson($_);
  ($dispatch{$rowid} || \&unhandled stuff)->(\$data{$salesperson}, $_)
+;
}
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@_=qw;
Just another Perl hacker,;
;$_=q=print
"@_"= and eval;
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