Q1 is about to end, how is the first quarter goal accomplished?
A few days ago, I met the sales person in Zhejiang at the foot bath shop, and he was taking his subordinates to enjoy a massage. I asked, it turned out that they had already exceeded their first-quarter goals two weeks ago.
At the moment of the epidemic, it is reasonable to say that this performance is becoming more and more difficult to complete. Why did they complete it so easily? Only when I asked, did I know that this person used to do data analysis before, but now he changed his career to sales, and also used the analysis method for sales. Rely on data-driven sales business, accurately identify customers, prescribe the right medicine, and easily complete the signing.
Lao Li has been doing data analysis for so many years and has some understanding of the sales business. After consulting a number of sales leaders, he summarized a set of general sales analysis processes for everyone.
First, clarify the purpose of the analysis
There are two main purposes for companies to analyze sales data. One is to grasp the overall sales situation, which is usually obtained from the daily sales report and monthly report, to check the completion of the target and monitor whether there is any abnormality. Another purpose is to analyze specific issues, such as channel comparison analysis of new products entering the market, competitive product analysis, etc. If you're a sales executive, focus on getting the big picture.
Second, confirm the analysis content
Before doing analysis, we need to briefly understand the business background, such as product market conditions, competitive product data, key sales areas, and so on. Only when there is sufficient data and a full understanding of the business can it be easier to find ideas for data analysis. Here we suggest that you analyze from four aspects: overall sales analysis, regional layout analysis, product line analysis, and price system analysis.
Third, build an indicator system
1. Overall sales analysis
Sales/sales volume: Internally, it is mainly to compare the change trend year-on-year, month-on-month and within a certain period of time. Externally, it is mainly compared with competing products and industry standards.
Seasonal factors: Many products have low and high seasons. The simplest example is popsicles and clothes. Through the overall analysis, you can do a good job in the channel stocking rules and production operation planning in advance.
Product line: Through the overall product structure analysis, understand the overall product structure distribution and key product performance. The Boston matrix is recommended here.
Price system: Through the analysis of the overall price structure, understand the advantageous price range of the enterprise and make reasonable pricing.
2. Regional layout analysis
Regional distribution: analyze the company's sales areas and the performance of each region, search for key areas, discover potential markets, and propose regional layout strategies for the next stage.
Analysis of key areas: focus on analyzing the sales status of key areas, analyze the development trend and structural characteristics of the area, and provide reference for future development in key areas.
Analysis of regional sales changes: focus on the areas with obvious growth and decline, sum up experience and lessons, and effectively avoid potential threats.
Regional product analysis: The product structure in key regions is compared horizontally in time, and multi-factor composite analysis is carried out.
3. Product line analysis
Product line structure analysis: To analyze the distribution of product series and single product structure, it is recommended to use the 28 analysis method.
Analysis of key products: analyze key products, provide iterative advice, and meet customer needs.
Product-regional analysis: Through the analysis of the sales regional distribution of products, differentiate strategic products/technical products, national products/regional products, and further subdivide products.
4. Analysis of the
price system Analysis of the price system: Divide the actual price range division standard and find the dominant price.
Price-product analysis: trend analysis of the dominant price range, product composition and development status of the dominant price range, and analysis of the growth space of the dominant price range.
Price-regional analysis: Analysis of the price composition of each region, looking for the dominant price of each region and the strategic distribution of product lines at price levels.
Key indicators that can be referenced
Fourth, choose the analysis method
There are many methods of data analysis, the more common are 7, the comparison method, the quadrant method, the hypothesis method, the 28 method, the index method, the funnel method, and the multi-dimensional method. Analyze the problem.
Fifth, data visualization
Most sales staff, and even sales managers, are not professional data analysts. It is normal that they do not know how to code or use professional data analysis tools. Under normal circumstances, if there is not a lot of data, and Excel is relatively proficient, then use Excel to analyze directly, and don't spend money to learn other things.
If there is too much data and Excel can't handle it, then learn to use professional reporting tools, it will be faster to get started. Like Tableau, PowerBI in foreign countries, FineReport in China, etc. I usually use FineReport, the personal version is free, the pictures produced have no watermark, and the operation help documents are more comprehensive. The following is a visualization made with FineReport.
Visual display is not the end. In the process of continuously using reports to guide practice, don’t forget to update and iterate, and do iterative work in a timely manner according to business changes. The sales analysis process should ultimately be a closed loop, and data can continuously promote sales decisions. Bring performance improvement.