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By-Balasaheb

Mayuresh
Sameer
THE SEVEN STEPS OF SALES
PLANNING
1. Define a Promotional Calendar
2. Analyze/Track sales records
3. Project Sales
4. Project Results
5. Conciliate Sales and Results
6. Detail the Plan
7. Control, Evaluate, Adjust
1. Define a Promotional Calendar

Premise: Campaign aligned with Company


strategy.
1. Classify events in order of importance:
– Very Important
– Important
– Less Important

2. Define types of Campaigns:


– Main – Secondary
– One-time
– Regular
3. Define Campaign Details
– Strategy
– Duration (start and end dates)
– Investment

4. Define Desired Real Growth:


– Projected inflation
– Projected GDP growth
– Trends (Competition, Target audience, Stores reform,
Economy, other internal or external variables with
significative effect)
2. Analyze/Track sales records

• Growth over last year (same month or


event)

• Growth over last month

• Other Indicators
3. Project Sales

• Based on the previous steps, project


company’s total sale month-to-month. This
will be the first projection, or projection of
initial sales.
4. Project Results

• Project month-to-month revenues,


company total:
– Margins
– Subsidy (negotiated monthly, plus
commercial contracts)
– Working Capital result

• Project costs month-to-month, company


total:
– Fixed costs
– Variables costs

Sales projection, Revenue projection and


5. Conciliate Sales and Results

According to the monthly income


statement, adjust:

• Sales

• Revenues

• Expenses

To obtain the desired result.


6. Detail the Plan
• Detail the plan per Section, taking into account :
– Campaign Type
– Seasonality
– Trend (economy, growth, supply / market ...)

• Detail the plan per Store, Region, taking into


account :
– Share/History
– Trend (competition, target audience,
reform/rebuildment...)

• Detail the plan per Day, taking into account :


– Share of sales per week of the month, per day of
week (in history)
– Event period
– Campaign period
7. Control, Evaluate, Adjust
• Daily monitoring of total company sales by
region, by store, by section, day by day
• Weekly adjustment
• Program adjustment of the following month
based on recent record of
sales/revenues/expenses

CHASE SALES, BUT ALWAYS FOLLOWING THE


PLANNED RESULTS

Manage accordingly to the prediction of sales


achievement, adjusting revenues and
expenses to ensure the results.
Forecasting Techniques

Judgmental methods
Qualitative

Market research methods

Time series methods

Casual methods Quantitative


 Sales-force composite
 Panels of experts
 Delphi method
 Markey testing
 Market survey
 Moving average
 Exponential smoothing
 Trend analysis
 Seasonality
◦ Use de-seasonalized data for forecast
◦ Forecast de-seasonalized demand
◦ Develop seasonal forecast by applying seasonal
index to base forecast
 Single Regression analysis
 Multiple Regression analysis
 Record data in the same terms as needed for
forecast
◦ Demand vs. shipment
◦ Time interval should be the same
 Record circumstances related to data
 Record demand separately for different
customer groups
Quarter Demand Dt
II, 1998 8000
III, 1998 13000 Forecast demand for the
IV, 1998 23000 next four quarters.
I, 1999 34000
II, 1999 10000
III, 1999 18000
IV, 1999 23000
I, 2000 38000
II, 2000 12000
III, 2000 13000
IV, 2000 32000
I, 2001 41000
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