Analysis of channel sales

Sales channels are very important for the development of an enterprise, an enterprise's product sales can not be separated from a sound channel system. To this end, the following by me for you to organize the analysis of channel sales related content, welcome to refer to.

The analysis of channel sales a

First, the overall completion of the annual sales task

This part of the company to list the current year's sales task, the actual sales, the rate of achievement, the same period in the previous year's sales, year-on-year growth rate, etc., through which the content can be visualized in their own year's sales situation, the most reflective of the results of their own year's hard work. Therefore, the need to focus heavily on the description.

Of course, we can also be more detailed, the sales of the various markets to achieve the situation, do a horizontal comparative analysis, but also in accordance with the law of 20 ~ 80, the market classification management, to facilitate us to find the next year's sales growth and the need to focus on supporting, enhancing or optimizing the integration of the market.

This module, mainly to do a show or report on the overall sales situation, from the macro level to summarize the annual sales to achieve the situation, and to highlight the past year, their own achievements and progress, which can enhance the market to do our pride and self-confidence. Of course, it is also necessary to identify some of their own deficiencies or mistakes on a large scale, in order to urge themselves to better correct or improve in the future.

If it is not the year-end summary of the evaluation, we can also be on their other aspects of the goal to achieve the situation, to do a comprehensive sorting. For example, whether the career goals have been achieved, whether the income goals have been realized, and whether the goals of further education have been completed. Summarize the purpose of these goals, is the next year to give themselves a greater driving force to stimulate their enthusiasm, confidence to meet the new challenges.

Second, sales data analysis

The use of scientific and accurate data to speak, to be justified, concise, real and effective, reflecting? The use of scientific data to grasp market opportunities? The ability.

1) Regional overall data analysis: as a regional manager should be analyzed through this data, reflecting your? Region? Global thinking and management (with competitive brand sales comparison data).

2) Jurisdiction of provincial data analysis: specific to each province, city data analysis, can reflect your understanding of the region, the market market and sales (with competitive brand sales comparison data).

3) brand, category data analysis: brand, category data analysis, can reflect your understanding of the brand, category sales ratio, market share, input and output ratio.

4) Terminal sales data analysis: the use of retail market data to speak, can reflect your understanding of the terminal sales and business situation (with competitive brand sales comparison data).

Third, based on the marketing 4P, analyze the factors affecting the achievement of the target

1. products

Sales targets reached or not, the most direct influence is the performance of the products on the market. We can from the products in the market response, sales achievement and product mix, especially the products compared to the previous year's increase or decrease in the status of (see Table 2), to analyze the reasons for the target achieved or not achieved.

If the company promotes new products, we can also analyze the performance of new products, especially new products for competitors, dealers and market growth impact, including whether the new product is differentiated, whether the selling point is clear.

2. Price

The price of the enterprise's products in the market has no competitiveness, product cost-effective or not, are to a certain extent determines the success or failure of the regional market. We can from the product price setting strategy, price ladder design reasonableness or not, channel and customer acceptance of the product and competitor's pricing policy, etc., to check the performance of the price. In addition, we can further analyze the impact of price factors on target achievement by comparing the price with competitors' prices.

3. Channel

First of all, we have to analyze and summarize the impact of the channel structure on sales, including channel length (the number of channel links), channel width (the number of cooperative channels), channel breadth (the number of types of channels) and channel depth (the finesse of the operation of the channel), and analyze whether the current channel structure is adequately combined with the industry, business, market and customer conditions, also includes the competitors to adopt what channel model. Including competitors to take what channel mode, the depth of co-sales or distribution and other channel refinement on the sales impact. Summarize these, mainly to find out the advantages and disadvantages of the current channel structure, in order to be able to keep pace with the times in the coming year, to avoid the shortcomings.

Secondly, we can analyze the impact of the channel on sales from the choice of channel business, for example, whether the channel center of gravity downward, whether the channel customers have a strong willingness to cooperate and passion for distribution, whether they have a sense of service, whether they have a large in and out of the logistics and treasury capabilities, whether they have the ability to distribute and so on. Through the analysis of these issues, you can summarize the current channel and market match.

Again, from the control of the channel, we can analyze the company has not formulated and strengthened the market rules of the game, increase ? Make a mistake? cost; whether the strict control of the market order, especially the price order; whether the rapid and proper handling of cross-district tampering, price and other vicious conflicts, etc., to summarize the sales staff on the control of the channel and its impact on sales achieved.

Finally, we can also analyze the impact of channel coverage on market sales. The product is good, if the channel, especially the terminal can not be seen, can only be? The people in the boudoir do not know? To maximize sales, we must review the current state of channel coverage.

4. Promotion

The effectiveness of promotion determines the input-output ratio of a market. Through Table 5 can be taken on the product and competitors, targeted promotional activities and their effects are analyzed, the purpose is to identify gaps, for the development of the next year's promotional arrangements to provide a reference basis.

In addition, we have to choose the right time and place from the promotion; whether to choose the accurate target audience; whether the activity is enough strength, whether the gift is attractive; whether to provide the value of the price outside; the activities of the implementation of the process of whether the efficient; budget implementation and goal achievement whether to achieve the expected, etc., to comprehensively analyze and summarize the status of the implementation of promotions.

5. Sales budget implementation

The market is the need to invest, a point of return. Therefore, after summarizing the products, prices, channels and promotions, we have to summarize and analyze the implementation of the sales budget. For example, whether the company invested in the market as planned? In what areas of investment, achieved better results, which input, performance improvement is not obvious, the next year need to improve? Finally, whether the sales target is completed, what is the expense ratio, compared with the beginning of the year budget, is higher or lower, what is the proposal for the next year's sales budget and so on.

6. Organizational construction

Organization is the guarantee of sales, in the summary, we can also talk about in the organization of the construction, some of the work they have done or achieved some results. For example, how to help dealers to build a team, how to dealers of employees to pass on, how to develop dealers of employee management manual and so on. Summarize their own achievements in organizational development, to facilitate the competent leadership to see the height of our work and some innovative practices, so that they can be promoted to a higher position to do some accumulation or paving.

Fourth, summarize the problems and deficiencies

In fact, in the third part, we have summarized and analyzed the factors affecting the achievement of the sales task, here, we just want to form a programmatic summary, with a view to the company can pay attention to or improve.

1. The company has some problems and deficiencies.

For example, product quality is unstable, aging, new product launch is not timely, the price is not competitive, weak planning, promotion of a single form.

2. Some problems in the market.

For example, ? The market; the past legacy of the problem has not been. Market; the past legacy issues have not been resolved; dealers stick to the old rules, the small rich,? Sitting in the business? The concept of serious; distribution customers set unreasonable; competing products, such as greater investment.

3. Give the direction of the problem or improve the measures proposed.

Here are two things to note: First, more suggestions, less advice. Opinions are light complaints, but no ideas; suggestions are not only point out the problem, but also give the direction or method of solving it. Second, more multiple choice questions, less questions and answers. That is, you can give a few leaders to choose the way to solve the problem, and do not simply ask the leadership how to deal with these issues.

Fifth, full of hope, hope for the future

Summarized the achievements, and analyzed the problems and shortcomings, the next should be the time to vote. In addition to do sales summary, sales people have to do specific annual sales plan, so you can briefly talk about their general ideas for the coming year and some other directional things.

For example, a salesman wrote: ? In the new year, I will manage their legs: diligently visit customers; manage their mouths: do not eat the customer's meal; manage their hands: diligently manage the goods, do a good job of terminal display and vivid construction; manage their brains: summarize everything, think hard, love to learn so that you can let the leadership to see the image of a very motivated sales staff.

Of course, we can also write some catering to the superiors? Good to hear? , such as: in the company's strong support, under the guidance of so-and-so director or manager, we will work together in the region, and strive for excellence, resolutely to complete the company's sales tasks to us, for the company's brilliant tomorrow and strive for, and so on.

Finally, in order to do a good job of year-end summary, sales staff also need to through some charting tools, such as sales graphs, fan charts, bar charts, etc., more intuitive understanding of the sales data changes in the situation and the internal rules. Therefore, the sales staff usually focus on the collection of various sales data and organize the work, only these basics do a good job, we do the year-end summary report, it will save effort, it will be smooth sailing.

The year-end summary, is the sales staff of the past year's achievements show, but also for the upcoming year to do the future outlook. By summarizing and analyzing the key elements affecting sales to achieve, especially the deep excavation of some of the core reasons for the failure to meet the standard, help sales staff next year to achieve better sales targets. Therefore, the sales staff from the idea to pay enough attention to a standardized and elegant sales summary, the sales staff of the new year's job promotion, job changes, sales area allocation, etc., are likely to have a great impact.

On the channel sales analysis of the second

1, the wholesale market into the goods.

This is the most common purchase channel, if your small store is operating in the clothing, then you can go around some of the large-scale service wholesale market into the goods in the wholesale market need to have a strong bargaining power, and strive to minimize the batch price, and at the same time to establish a good relationship with the wholesalers, in the exchange of goods with the wholesalers to make it clear to avoid disputes in the future.

Suitable for the crowd: the local market, they have a certain bargaining power friends

2, manufacturers directly into the goods:

Formal manufacturers have sufficient supplies, high credit, if the long-term cooperation, generally can strive for product exchange. But generally speaking, the manufacturers of the starting batch is higher, not suitable for small wholesale customers. If you have enough capital reserves, distribution channels, and will not be in danger of pressure goods or not afraid of pressure goods, then you can go to the manufacturers to buy goods.

Suitable for the crowd: a certain degree of economic strength, and have their own other distribution channels of friends

3, wholesalers at the purchase:

General use of the search engine GOOGLE, Baidu, etc. can find a lot of these trade wholesalers. They are generally supplied directly by the manufacturer, the supply is more stable. The shortcomings are because they have made a big, more orders, the service is difficult to life's ultimate value lies in the awakening and the ability to think, not only in survival. >>> Click the next page has more about the channel sales analysis of the wonderful content ***2 pages: Previous 1 2 Next