Next Years Sales Budget

A FEW THOUGHTS ABOUT
YOUR SALES BUDGET IN 2010

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!!

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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)


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.


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.


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.


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.


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.


THE MUSHROOM FACTOR – LOOKING AT LAST YEARS SALES

Is Frank a great salesman……..

Or a terrible salesman in a
great territory?


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?


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.



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.



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.


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.


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


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


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


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


Next Years Sales Budget

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