Sales Analysis Template

It seems trivial and self-evident to state that selling is a process that involves a buyer, a seller, and a transaction.  So why do many of us frequently forget that simple formula?  There are books, articles, tapes, and training efforts on selling, but it boils down to the following:

• Know the product , the competition, and the advantages and the disadvantages
• Understand the buyer and their needs and constraints
• Understand your strengths and weaknesses, be prepared, listen, set goals, and have an action plan for success.

The ever-changing face of sales

Clearly, the process of buying and selling are dramatically and rapidly changing.  This is mainly as a result of more sophisticated consumers, better and more frequent information, and new technologies such as the media, the internet, sales planning tools, reporting and tracking technologies, and increased market segmentation.  These changes have brought about an evolution in sales transactions and tracking, resulting in more professionalism, better information, and a tailored involvement and experience with customers.

The process needs to start with defining your target market, segments, and consumers.

This requires a combination of research and planning, and includes:

• Defining your market, segments, and offerings
• Researching your competition
• Understanding your customer and what benefits they are seeking
• Understanding the process of the purchase, in terms of media, decision making, etc.
• Understanding the role of the sales person, sales materials, and role of the internet.

The Sales Analysis Template below provides a quick tool for planning your sales outlet.  It allows you to gain a perspective of your sales by outlet, which, in turn, enables you to integrate much of the rest of your sales. In particular, it gives input to develop your marketing, operations, and pricing plans by outlet.