How to Conduct Sales Analysis

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To carry out sales analysis, data from programs and automated management systems containing information about the company's clients are used. It is important that managers know how to use existing tools for extracting and processing the collected data, and know the methods and schemes for eliminating problems.

All the tools (software and hardware) necessary for conducting sales analysis are available in any modern company engaged in trade. This includes, for example, modern cash fronk oil email list registers that automatically process any payments, or special equipment for optimizing the work of salespeople.

In general, regardless of how modern the equipment used at retail facilities is, the manager’s task is to be able to extract and process sales data and outline a strategy for further development.

Here are specific examples of sales analysis and possible solutions to the problems identified.

Method name The tasks to be solved How often is it carried out?
Analysis of turnover volumes, profit amounts, average check and number of purchases on different days of the week.
Find out:

- what are the development trends of the retail facility;

– which product groups are most (and least) in demand;

– are there any ways to adjust the product line;

– is it necessary to change anything in the existing pricing settings?

If any changes have been made, it should be determined whether the effect has been satisfactory.

Sales analysis can be carried out monthly or quarterly (it varies depending on the season).
Analysis of proceeds and the number of items sold by checks.
You will need:

– analyze the pricing policy at the retail facility;

– rethink the product range;

– see if the available space at the retail facility is being used to the maximum;

– identify the circle of potential buyers, the range of products in the basket and the average check amount;

– determine when the most significant purchases are made;

– think about the layout: place items that are often purchased together on adjacent shelves.

Once a month.
ABC analysis of sales, that is, the study of the ongoing turnover and profit levels.
The following is required:

– distribute all products into groups and identify the optimal promotion method for each;

– review the range of products – perhaps changes are needed;

– ensure that the retail facility’s area is used to the maximum;

– determine the standardized area for each product group.

Quarterly.
Sales analysis taking into account the elasticity coefficient of turnover.
It will be necessary to determine:

– are changes necessary in the product line and display system in certain retail outlets;

– for which product groups there is practically no demand.

Once the products have been categorized into groups, the following should be identified:

– how turnover depends on a particular group;

– to what extent do general changes in the market, consumer behavior, the use of new sales technologies, etc. influence different groups of goods;

– products for which there is high competition;

– seasonal goods;

– is it necessary to revise the pricing policy in a specific retail facility?

Quarterly or once per season.
Sales analysis based on consumer demand research (XYZ).
With its help you can find out:

– is the sales of certain product categories stable enough, taking into account the existing demand and price range;

– how to promote a particular group of products;

– how often orders are received for a particular product and how promptly stocks are replenished.

Once a month.
Analysis of sales from the point of view of maximum utilization of retail space. It is carried out in order to determine which of the retail facilities should be developed as the most promising, and which ones are better to close completely or to revise the distribution of the used areas. Once a quarter.
A properly conducted sales analysis will allow you to take appropriate measures, which will immediately affect the volume of turnover and profit. Moreover, studying the basic indicators is of great importance here. This must be done by analyzing the work of any outlet (even a single one that is not part of a large network). Let's take a closer look at what indicators to pay attention to when analyzing sales.