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Next Years Sales Budget

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A brief Look at how to grow revenues faster by being smarter in 2010 - written for the Australian Market

A brief Look at how to grow revenues faster by being smarter in 2010 - written for the Australian Market

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  • 1. A FEW THOUGHTS ABOUT YOUR SALES BUDGET IN 2010
  • 2. THERE IS A FAIR CHANCE THAT IT WILL BE BIGGER In 2010, Australian marketing budgets are tipped to increase by 7% (versus a 2% increase 2009 vs 2008.) Strong sales revenue growth will be expected!! ColourGrid® Applications & Systems ©2003-2009 XAX Pty Ltd ColourGrid® ©2003 Intellectual Property Holdings Pty Ltd www.clutch.com.au ©2009 Clutch Pty Ltd 2 Author: Dr. Colin Benjamin . All rights reserved in all media
  • 3. IT WILL BE A STRETCH AS RESOURCES REMAIN STAGNANT Only 12% of companies expect their sales resources to grow in 2010 Unemployment is set to hit 8.5% in Australia next year from 5.7% this year (Sept 09 Qtr) ColourGrid® Applications & Systems ©2003-2009 XAX Pty Ltd ColourGrid® ©2003 Intellectual Property Holdings Pty Ltd www.clutch.com.au ©2009 Clutch Pty Ltd 3 Author: Dr. Colin Benjamin . All rights reserved in all media
  • 4. THINGS WILL BE TIGHT IN CONSUMER LAND Inflationary pressures and interest rate rises are set to headline in 2010. This will put pressure on price and margins to maintain and grow market share. ColourGrid® Applications & Systems ©2003-2009 XAX Pty Ltd ColourGrid® ©2003 Intellectual Property Holdings Pty Ltd www.clutch.com.au ©2009 Clutch Pty Ltd 4 Author: Dr. Colin Benjamin . All rights reserved in all media
  • 5. RETAILERS WILL BE A LITTLE TIMID With modest performance this year. At the store level, you can expect Retailer “push back” to aggressive sales tactics in 2010. ColourGrid® Applications & Systems ©2003-2009 XAX Pty Ltd ColourGrid® ©2003 Intellectual Property Holdings Pty Ltd www.clutch.com.au ©2009 Clutch Pty Ltd 5 Author: Dr. Colin Benjamin . All rights reserved in all media
  • 6. COMPETITORS WILL CLAW HARDER FOR “SHARE OF SHELF” Driving in store visibility without giving away margin will be the consistent challenge. Expect “In-Store” Wars. ColourGrid® Applications & Systems ©2003-2009 XAX Pty Ltd ColourGrid® ©2003 Intellectual Property Holdings Pty Ltd www.clutch.com.au ©2009 Clutch Pty Ltd 6 Author: Dr. Colin Benjamin . All rights reserved in all media
  • 7. PUSHING STOCK WEIGHT WILL COST YOU Pushing volume into the trade is likely to be a waste of effort or at minimum a waste of margin. ColourGrid® Applications & Systems ©2003-2009 XAX Pty Ltd ColourGrid® ©2003 Intellectual Property Holdings Pty Ltd www.clutch.com.au ©2009 Clutch Pty Ltd 7 Author: Dr. Colin Benjamin . All rights reserved in all media
  • 8. THE MUSHROOM FACTOR – LOOKING AT LAST YEARS SALES Those retailers who performed in 2009 will get an increased level of focus from suppliers in 2010. ColourGrid® Applications & Systems ©2003-2009 XAX Pty Ltd ColourGrid® ©2003 Intellectual Property Holdings Pty Ltd www.clutch.com.au ©2009 Clutch Pty Ltd 8 Author: Dr. Colin Benjamin . All rights reserved in all media
  • 9. THE MUSHROOM FACTOR – LOOKING AT LAST YEARS SALES Is Frank a great salesman…….. Or a terrible salesman in a great territory? ColourGrid® Applications & Systems ©2003-2009 XAX Pty Ltd ColourGrid® ©2003 Intellectual Property Holdings Pty Ltd www.clutch.com.au ©2009 Clutch Pty Ltd 9 Author: Dr. Colin Benjamin . All rights reserved in all media
  • 10. WHERE WILL YOU FOCUS? Will you focus your effort only where you had results this year, or also where you have plenty of sales opportunities in 2010? ColourGrid® Applications & Systems ©2003-2009 XAX Pty Ltd ColourGrid® ©2003 Intellectual Property Holdings Pty Ltd www.clutch.com.au ©2009 Clutch Pty Ltd 10 Author: Dr. Colin Benjamin . All rights reserved in all media
  • 11. FINDING SALES OPPORTUNITIES – COMPETING SMARTER Simple Fact #1: Every distribution point / outlet has a catchment of households. Those households could be ideal or a complete waste of time for your products / brands. ColourGrid® Applications & Systems ©2003-2009 XAX Pty Ltd ColourGrid® ©2003 Intellectual Property Holdings Pty Ltd www.clutch.com.au ©2009 Clutch Pty Ltd 11 Author: Dr. Colin Benjamin . All rights reserved in all media
  • 12. FINDING SALES OPPORTUNITIES – COMPETING SMARTER Simple Fact #2: Targeting outlets with ideal household catchments, will identify the distribution and sales gaps in 2009 and the opportunities in 2010. It will also tell you if Frank has been asleep at the wheel. ColourGrid® Applications & Systems ©2003-2009 XAX Pty Ltd ColourGrid® ©2003 Intellectual Property Holdings Pty Ltd www.clutch.com.au ©2009 Clutch Pty Ltd 12 Author: Dr. Colin Benjamin . All rights reserved in all media
  • 13. FINDING SALES OPPORTUNITIES – COMPETING SMARTER Simple Fact #3: Ideal households will have an ideal range; Targeting the right range in the right outlets will drive ROI AND Build retailer confidence and support. ColourGrid® Applications & Systems ©2003-2009 XAX Pty Ltd ColourGrid® ©2003 Intellectual Property Holdings Pty Ltd www.clutch.com.au ©2009 Clutch Pty Ltd 13 Author: Dr. Colin Benjamin . All rights reserved in all media
  • 14. FORM A NEW OPINION ABOUT PERFORMANCE Simple Fact #4: You only need to two sets of data: 1.  Last years Sales by Outlet 2.  Geographic or Household Segmentation Many companies have both, those that don’t, can readily access the second component from numerous sources. ColourGrid® Applications & Systems ©2003-2009 XAX Pty Ltd ColourGrid® ©2003 Intellectual Property Holdings Pty Ltd www.clutch.com.au ©2009 Clutch Pty Ltd 14 Author: Dr. Colin Benjamin . All rights reserved in all media
  • 15. CLOSING THE GAP IN JUST 5 STEPS – F.O.C.U.S. 1.  Full Analysis of 2009 sales by outlet 2.  Overlay Household / Geographic data to outlets. 3.  Classify the Ideal Households for your products 4.  Understand the best product range by each Household Type 5.  Select & target outlets with high densities of these households ColourGrid® Applications & Systems ©2003-2009 XAX Pty Ltd ColourGrid® ©2003 Intellectual Property Holdings Pty Ltd www.clutch.com.au ©2009 Clutch Pty Ltd 15 Author: Dr. Colin Benjamin . All rights reserved in all media
  • 16. MAKING THE DIFFERENCE IN 2010 – WHAT IT MEANS Driving Sales in 2010 this way will result in: 1.  Return on effort & resources through better targeting 2.  Objective measurement of sales performance 3.  Increased market share & improved retailer confidence ColourGrid® Applications & Systems ©2003-2009 XAX Pty Ltd ColourGrid® ©2003 Intellectual Property Holdings Pty Ltd www.clutch.com.au ©2009 Clutch Pty Ltd 16 Author: Dr. Colin Benjamin . All rights reserved in all media
  • 17. WHAT WILL YOU BE DOING In 2010 will you: Do what your competitors will do? OR Do something smarter & more profitable? To subdue the enemy without fighting is the acme of skill. Sun Tzu – the Art of War ColourGrid® Applications & Systems ©2003-2009 XAX Pty Ltd ColourGrid® ©2003 Intellectual Property Holdings Pty Ltd www.clutch.com.au ©2009 Clutch Pty Ltd 17 Author: Dr. Colin Benjamin . All rights reserved in all media
  • 18. THANKS FOR LISTENING !!! Scott McLaughlin Clutch C/- Next Reality Group Level 15, 461 Bourke St Melbourne 03 9604 8489 0407 200 970 scott.mclaughlin@clutch.com.au ColourGrid® Applications & Systems ©2003-2009 XAX Pty Ltd ColourGrid® ©2003 Intellectual Property Holdings Pty Ltd www.clutch.com.au ©2009 Clutch Pty Ltd 18 Author: Dr. Colin Benjamin . All rights reserved in all media