THE SEVEN STEPS OF SALES PLANNING By Alain Winandy WWW.AWAC.COM.BR WWW.INFOVAREJO.COM.BR

THE SEVEN STEPS OF SALES PLANNING Define a Promotional Calendar Analyze/Track sales records Project Sales Project Results Conciliate Sales and Results Detail the Plan Control, Evaluate, Adjust

Define a Promotional Calendar

Analyze/Track sales records

Project Sales

Project Results

Conciliate Sales and Results

Detail the Plan

Control, Evaluate, Adjust

SALES PLANNING STEP BY STEP 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

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) SALES PLANNING STEP BY STEP 1. Define a Promotional Calendar

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)

SALES PLANNING STEP BY STEP 2. Analyze/Track sales records Growth over last year (same month or event) Growth over last month Other Indicators

Growth over last year (same month or event)

Growth over last month

Other Indicators

SALES PLANNING STEP BY STEP 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 .

Based on the previous steps, project company’s total sale month-to-month. This will be the first projection, or projection of initial sales .

SALES PLANNING STEP BY STEP 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 Expenses projection = Projected month-to-month 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 Expenses projection = Projected month-to-month Results.

SALES PLANNING STEP BY STEP 5. Conciliate Sales and Results According to the monthly income statement, adjust: Sales Revenues Expenses To obtain the desired result .

According to the monthly income statement, adjust:

Sales

Revenues

Expenses

To obtain the desired result .

SALES PLANNING STEP BY STEP 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

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

SALES PLANNING STEP BY STEP: 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 .

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 .

By Alain Winandy WWW.AWAC.COM.BR WWW.INFOVAREJO.COM.BR THE SEVEN STEPS OF SALES PLANNING