The direction and emphasis of next steps in the analysis of sales reduced to the detail of internal and external factors that caused the negative or positive trends in sales, identified on the basis of data obtained during the initial phase. After this event designed to address them (if negative trends) or to increase the effectiveness (if positive trend). In order to avoid wasting time, effort for the calculation of various indicators to determine the key parameters, the relationship and interaction that will help identify the reasons for which only outlines some trends. In case of need to react, not after 'sword waving. " One of the purposes of sales analysis is to match the performance of the company desired objectives. Planning is a "pointer" to the direction of movement to achieve their goals.
Sales planning is based on the answers to the following questions: What and how much to sell? What competitive advantage? Where anyone selling? (Territory, city, district, consumer environment) With what or who attain a minimum or maximum representation in the established distribution channels. To date, the ratio of the planning is ambiguous. Many managers do not accept the plan, citing the fact that the rapidly changing conditions or situations planning is ineffective. But this situation only indicates that scheduling all need to do to achieve our goals, taking into account the expected results, the leaders only after the fact analyze the results, taking no corrective and preventive measures within the plan. If do not make plans for sales, you can: do not achieve the goal, wasting resources run out, get into a state of uncertainty, experience frustration and discomfort. Sales planning – creating an action plan for prioritizing and necessary resources (manpower, material, information, technical, etc.). In the first step is to answer the questions: how much we want to earn and how much can we earn? Thus it is necessary to determine how much you can earn by recruiting new klientovskolko can earn on a regular plan must be in the two figures – in physical and value terms.
Plan only in terms of value is not enough as it is unclear how many customers will ensure that the sales volume. The next step is to formulate a budget business costs. Developed sales plan in physical and value terms is translated into a plan of contacts sales staff to customers – new and existing, as well as a plan of action that stimulates the sale at retail TT. When planning the use of prediction, for example, forecast method rynkMetod ekstrapolyatsiiNormativny Method is the forecast of the market is that first determined the total amount of sales potential, segmentation of product, customer or mixed basis. Then determined by the percentage of this amount. Read additional details here: Anchin Block. It should be noted that this prediction can be made by the presence of the company to analysts or marketing department. And you can use market forecasts prepared by external experts. However, it should predict not only total, but its growth areas and for targeted customer segments. Extrapolation method is based on average annual sales growth of the company in previous years. It is possible to compare the rate of sales growth with the growth of the market. The regulatory method of planning used in the sales of those companies that measure the KPI (key performance indicators) in sales. Thus, having clear goals, the company will be able to effectively reach them with the planning, forecasting and sales analysis.