How to calculate monthly plan. What is a company's sales plan? Profit from Loyal Customers

“If you don’t know where you are going, then you will get there,” is a quote from a famous person that I have altered.

It fully reflects the main problem of the business. Entrepreneurs go to big money, to higher profits. But to what exact number no one knows.

And if the leader of the company does not know this, how can employees know this? That's right - no way.

Therefore, it is very important to set goals for yourself and your employees. One of the goal setting tools is sales plan. Without him now nowhere.

Reality, not a fairy tale

At one of my speeches for Alfa-Bank, I asked those sitting in the hall: “Who has a sales plan for the company?”

I was hoping to see a forest of hands because it's not just a base successful company, it is her an integral part of, I saw a different picture, only 10-20% raised their hands.

Businessmen do not understand the whole need for setting a plan and refer to “We cannot determine a sales plan”, “We set. It doesn't work for us” or “Sales are too different and we can't predict them”.

These are just basic objections. I would even say excuses to make a sales plan.

In order not to dwell on this topic for a long time, we will highlight the main reasons why the preparation of a sales plan should be mandatory, and then we will move on to several techniques for setting it up. So, the main advantages:

1. Clear and understandable;
2. Motivational scheme from specific achievements;
3. Forecast of actions and resources.

You can list many more benefits, but these are the main ones. Everything else is derivative. I think point B is necessary, that's clear.

Salespeople cannot exist without a purpose. They will work (earn) exactly as much as they are comfortable (necessary).

“Want more?! This is already your problem. Enough is enough for me,” they think, working without a sales plan.

Important. In order for you to see the effect after the implementation of the sales plan, you need to associate it with the motivational scheme of employees. Otherwise, everything was done in vain.

Everyone gets in the way

When you decide that you need to form a sales plan, you must consider a huge number of factors.

And you need to do this before you start to put it. Because, you can form an excellent plan, but it will not work, due to the fact that you have not foreseen external and internal factors.

Seasonality. It is rare to find a company whose sales stay at the same level or grow smoothly throughout the year.

We usually see spikes up and down depending on the month or quarter. Such jumps can be called “season/out of season”. You need to pay attention to them and make adjustments to the plan.

Team. With a high turnover of staff, you will always have different indicators. Alas, this is a fact.

This is due to the fact that a new employee always needs time to adapt. And if it so happened that your team is new or incomplete, then reconsider your final numbers.

The situation in the world. I do not really like to talk about the eternal crisis in the world. But it is likely that your sphere is now sinking due to the situation on planet Earth.

The reason for this can be both sanctions and the general behavior of people. This must be taken into account.

Competition. It is foolish to neglect other companies that are fighting for your customers.

The most obvious example is the arrival of a federal player on the market. In such cases, it usually takes away a large number of customers. Therefore, your sales will naturally fall.

In order not to go through all the possible factors, just learn a simple thought for yourself - your sales plan does not depend only on how much you sold last year.

There are many reasons why you can sell more (new premises, more advertising channels, sales training) or less (office refurbishment, site relocation, manager on vacation).

Plans are different

When we talk about a sales plan, we think of one thing. But it's not right. There are different types and forms of a sales plan, both for different purposes and for different people.

Let's take a look at all of this now. At the time of reading, determine what you will have at the beginning of the path.

Measurement

The sales plan must be measured in money. And point. But I think otherwise. You can also measure the sales plan in units or actions.

Although at first glance this is nonsense, because the most important thing in business is the amount of money received in the cash register. But not all businesses need to count only money.

We have a car dealer as a client and we have set a sales plan for managers in cars. Because there was no point in putting it in money.

Since there was a plan personal sales, for additional motivation to sell the increased configuration, additional bonuses were provided in it.

In the same salon there was a plan for the number of actions, namely the number of test drives carried out, which indirectly influenced the implementation of the plan.

How to measure

Duration

With a long period, from 5 years, it is difficult. Especially given the situation in the world. I call this kind of planning a forecast. This is a more appropriate word.

But the definition of a sales plan for the year, week and day is a must. For the year you put a plan first of all for yourself.

But for a week and a day for employees. This has a very good effect on efficiency, since your colleagues see every day whether they made a plan for that day / week or not.

And as a result, they decide what needs to be “plowed” before the month comes to an end in order to avoid failure to meet the sales plan.

Duration

Important. How to set a sales plan for long deal cycles? You set a plan in money not for one month, but for two, three.

And in order to make it easy to control, you need an “Action” plan for each of these months.

Personalization

Some companies have, in addition to general, personal sales plans. This situation is easy to notice in those companies where every man is “for himself”. This is good.

Indeed, in addition to the team game, you also give each employee to stand out from the background of everyone else and earn more by overfulfilling the sales plan.

It's even better when your entire sales department is divided into groups (shifts/directions).

Thus, in addition to being overall plan for sales per company, everyone has a personal sales plan, and each of the groups / shifts has a separate plan.

As a result, everyone fulfills their personal sales plans, if someone does not have time, then the group helps him.

And if some group from the entire department is threatened with failure to fulfill the sales plan, then it helps them reach the common cherished goal.

Personalization

Accuracy

Returning to our belief that "the sales plan consists of all the money that came into the company."

And again, we can divide this moment into different actions in order to raise the performance in the direction we need. For example:

1. For new clients;
2. For old clients;
3. By product;
4. According to accounts receivable;
5. On the return of departed customers.

Thus, we show our employees what is very important to us. And then, as a rule, they focus on one thing.

And most often it is either attracting new customers, or (worse) working only with old ones.

At this moment, they forget that they need to work with the accounts receivable that you have New Product, which needs to be sold, since it has a high margin, etc.

Indicators

plan setting techniques

Now the question in your head is not “What?” but “How?”. How to calculate the sales plan? There is not only different types plans, but different methods development.

I know only 5 of them. But if you make a general cut of the classic business, then two approaches will suffice, which I will now tell you about.

If in your case they do not fit, then write in the comments, we will help you with advice for free.

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From the fact

The easiest way to develop a sales plan is from the previous period. If we have a history of the company's development in the past, then we do everything based on it.

By history, I mean a completed sales plan. Ideally, this is also a conversion, an average check, the number of sales and other indicators.

First of all, you need to understand the dynamics based on the graph, whether you are falling or growing.

After that, you need to measure this dynamics in numbers in order to understand what kind of natural increase you will receive if you work at the same level.

Everyone's height is different. The younger the company, the larger it is, when the “adult” companies are more and more stable.

Then you either leave this dynamic or add 5-30% to it. It all depends on how easy or difficult past periods were.

If last month the analysis of the implementation of the sales plan showed that you added 15% to the plan and they even exceeded it, then you need to increase the plan by 30%.

If, on the contrary, the plan was not substantially fulfilled, then it is necessary to lower it. But do not forget to analyze external and internal factors.

Sales plan from actual indicators

From desire

There is a technique for decomposing a goal into parts, it is called a sales plan.

It will help a lot if there is no data for the past period. For example, you either did not lead them, or you have a new direction. In this case, let's go from the opposite, from what we want.

Naturally, we may want more than we can. That's why I'm talking about the decomposition of the sales plan.

Example. You want to make a company turnover of 10 million rubles per month. To understand whether this is real or not, we decompose the whole process into parts. We determine what we need to do to get this amount (figures from the head):

• 100 transactions with an average check of 100,000 rubles.
• 1000 applications with a 10% conversion into a purchase

This is the most primitive and simple example. But it is already clear from it how to act. Thanks to these values, we can estimate the chances of success.

Or adjust the goal if we realize that in our field this will not be possible to achieve.

For example, an average check of 100 tr. for us it is a fairy tale. Based on this, we need to either increase the conversion from an application to a purchase (for example, by implementing in), or build a more serious one.

Interesting. Decomposition is not only a tool for sales planning, it is also suitable for calculating the potential of any action. Including for evaluating the advertising channel.

Rules for a Successful Plan

Before you make a sales plan for your company, whether it is a plan “From the fact” or “from desire”, check through the decomposition.

Thus, you will not only once again make sure that it is real, it will also be useful for your employees. So that they see how many actions need to be done to get the result.

In addition to dividing actions into parts and taking into account important indicators (average margin, deal cycle, customer acquisition cost, etc.), you also need to take into account a few more basic points when calculating your sales plan.

I will talk about the most important ones that we celebrate during our practice.

Show daily execution. Employees need to see every day who has done how much.

This once again reminds them of the need to comply with the standards. It also creates healthy competition among all sales managers.

All this can be implemented both in the form of a table on A4 sheet, and on a TV in the center of a store or office, or in an online format.

Pay exactly as planned. If you pay an employee 1-2 times not according to plan, referring to the fact that he works and he will succeed, then consider that you have failed the idea. Since next time your employee will hope for the same outcome. And even offended if this does not happen.

Make the plan realistic. The point is obvious. But this affects a large number of leaders.

They set plans for their salespeople that they will NEVER do in their lives. Therefore, approach this matter responsibly and thoughtfully.

Don't discuss the plan. When approaching, it is customary for the team to discuss all actions. The only pity is that this does not apply to the sales plan.

Or maybe fortunately, since employees will always be unhappy with the distribution of amounts by month. They will always say "That's a lot". But sometimes there can still be exceptions.

Check resources and activities. You must also consider necessary resources and actions to achieve a successful outcome. After all, not everything depends on the sales department.

You must also have everything set up, you must have a product or a sufficient number of hands to produce it. Everything should be in abundance from all sides.

Briefly about the main

It is imperative to make a plan. This is not discussed if you are planning to build a stable and fast growing company.

We also figured out how to properly expose. It is not difficult to do this. The main thing is not to complicate the content of the sales plan. After all, there are many ways to write a sales plan, and some of them are based on complex formulas.

I'm not saying that the two methods discussed in this article are ideal. They are enough for a classic business.

Increasingly complex options and far-reaching strategic plan sales are needed when high turnover and a large company with huge amount processes.

Selling is the main activity of any business, so making a profit is directly related to sales volumes and set prices, and these indicators can be due to various factors. In order for a business to grow and develop, this activity needs to be studied, improved efficiency, and therefore planned.

The sales plan provides for setting certain goals and setting the direction of activities to achieve them. Let's see how this is implemented in the practice of sales planning.

Why you need a sales plan

In addition to improving the overall efficiency of the enterprise, sales planning solves serious issues for the well-being of the entire organization as a whole.

Forecasting future sales is the basis of all settlement activities in the enterprise. Based on the sales plan, other forecasts and calculations are made:

• production planning;
• plan for the purchase of raw materials;
• establishment of personnel policy;
• advertising planning, etc.

Thus, sales planning is the cornerstone of all planning activities of the company. It allows you to set short-term goals for business development, which determine the direction of the application of efforts.

NOTE! There is an expression: "The map is not the territory." The plan is not the actual sales volume. The element of risk, random factors, the unpredictability of the market has not been canceled. Nevertheless, planning sets the "bars", that is, the boundaries to which the development of the organization strives, expanding its capabilities and resources.

What to consider when planning sales

When compiling a preliminary sales plan, it is necessary to rely on factors that can affect the dynamics of their volume. Sales are influenced to varying degrees by 10 factors:

1. Personnel (employees providing production, sales, transportation, and other sales procedures).
2. Ways of sale - those channels that are used by the company for the implementation.
3. Prices are a very important factor, including the following components:
   • pricing policy at the enterprise;
   • the dynamics of prices for similar goods in the industry;
   • application of the system of bonuses (discounts, credits, etc.).
4. Position in the market - there is an increase or decrease.
5. Legislative justifications - the adoption of new laws, the abolition or amendment of old ones necessarily affects the business, and therefore sales.
6. The range of goods - its size, tendency to expand or decrease, demand, liquidity.
7. Seasonal – sales of many products are very susceptible to seasonal demand or its fall.
8. Competitor activity – the counteracting and stimulating influence of similar companies should not be overlooked.
9. The activities of the company itself are advertising, marketing, promotions, contests and other activities to stimulate sales.
10. Customers are the other side of the sales process, so you need to know as much as possible about the target audience, taking this data into account when planning:
    • their approximate number;
    • solvency;
    • the need for a product planned for sale (including fashion), etc.

IMPORTANT INFORMATION! In addition to the above factors, the volume of sales can be influenced by the belonging of goods to groups of interchangeable (then an increase in the price of one will cause an increased demand for the other) and complementary (here the dependence will be direct - less one of them is needed, which means that less “pair” will be needed) . For example, if the price of desktop computers increases, the demand for laptops will increase. And when sales fall dishwashers they will also buy less specialized household chemicals - “pills” for them.

Preparing for Sales Planning

What should you rely on when drawing up a sales plan? The preparation process depends on how experienced this company, that is, on whose mistakes she will have to improve - on her own or on others.

What will be the first step to drawing up a sales plan? Studying past sales figures for your company (if it exists and has been operating for several years) or similar ones in the industry. It is necessary to analyze the information taking into account the above factors. For example, the influence of seasonality is easy to determine by examining the breakdown of sales volume by months; the dynamics of the market and the enterprise itself as a whole are just as obvious.

IMPORTANT! You need to study financial information on sales for a long period, at least three years. Data for a shorter period may have insufficient reliability for planning, since it may contain errors in the operational and managerial nature, as well as not to exclude the element of chance.

Formation of indicators for planning

What information needs to be “pulled out” from the analyzed data? For an adequate sales plan, you need to know the following indicators:

1. Market Coverage your industry – can only be estimated as it is not possible to obtain data on all companies in the industry. An order from Rosstat for an analytical note can help, but its reliability will be approximate. The volume of the market is measured in rubles.
2. Degree of participation in this market share of the planner. Calculated as a percentage of the total market volume. To calculate, you need to divide your company's sales for the year under study by the market volume for this year and multiply by 100%.
3. Commodity dynamics- how much the assortment and quality of goods has changed (and in what direction).
4. Product cost- if it does not change from year to year, the price will still have to be increased to compensate for other factors, such as inflation.
5. The average price of such a product on the market.
6. Average monthly expenses of the company per unit of goods. To determine the sales volume this product divided by total sales (in rubles) and multiplied by the amount of total annual spending.
7. Your company's sales ratio(growth or decrease in volumes) - for the last few analyzed years, it is better to break it down by months.
8. inflation rate in the country is determined according to Rosstat.
9. The position of the national currency(devaluation) - taken into account if foreign currency purchases or imported components and parts are planned.

Sales Planning Perspective

Before proceeding with the specific preparation of the plan, it is necessary to clearly determine the time within which the tasks should be solved:

• strategic planning determines the direction of the company's development for 5-10 years ahead;
• ongoing planning allows you to build forecasts for no more than a five-year period, thereby adjusting the strategic plan;
• operational planning sets tasks for short time periods - year, quarter, month.

Future factors

We obtained all the necessary indicators for calculating the sales plan from the analysis of previous periods, that is, from open statistics. In addition to past information, it is necessary to take into account some forecasts for the future:

• whether the company is going to significantly expand or, conversely, curtail its activities;
• whether it is planned to increase the assortment or remove the goods from production;
• what will happen to non-price factors of demand (customer base and its features).

Sales plan calculation

For the correct calculation of indicators and budgeting for the sales plan, you need to calculate what profitability per unit of goods (marginality) we plan. For this, all the above calculations are made.

The calculation plan is based on statistical calculations and economic laws. Exceeding the indicators of the calculated plan will be optimistic planning, and understating - pessimistic. optimistic plan allows you not to set a "ceiling" of sales, but pessimistic- to outline the boundaries of difficult, crisis periods.

Features of sales planning

When implementing this large-scale action, we recommend not to forget the following nuances:

1. The sales plan for the next year should be drawn up no later than 1.5-2 months before the end of the current year.
2. The entire company is responsible for the plan, and not just the sales department, so the heads of all structural divisions are involved in planning.
3. If we are talking about expanding the range, it is necessary to draw up a plan for those goods for which there are clear data on their production, transportation, and direct sale.
4. The best sales plan cannot be realized without efficient and professional sales managers.
5. If the goal is to surpass previous indicators, it is necessary to qualitatively change the fundamental factors (production volume, cost of goods, sales market, etc.).
6. The key planning factor is the needs of the market, only secondarily - the organization's own capabilities.

There is a myth that it is impossible to draw up a plan for the work of a sales manager and effectively plan his work.

The question “how can you plan the actions of customers?” is set first of all by managers who sell well, but are too creative to control or are simply lazy, and secondly by managers who do not know how to manage the sales department and who were also once the same managers as in the first case. Therefore, the idea has taken root that it is very difficult or even impossible to plan the work of a manager.

Faced closely with the work of thousands of managers and hundreds of sales departments, I can safely say that only managers or departments where planning is set up in a quality manner can show a consistently high result! Therefore, as part of the development or creation of a sales department, first of all, it is necessary to seriously approach the preparation of a work plan for the manager and the entire sales department.

The main postulates of planning the work of a manager:

• 1. There are 6 hours in a working day;
• 2. Any action should be planned taking into account price/quality or in our case time/efficiency;
• 3. Focus on the Pareto principle, or the 20/80 principle;
• 4. 50% of the time to lay on the development of relationships.

Let us consider in more detail each of the postulates for drawing up a work plan for a sales manager:

1. There are 6 hours in a working day.

Of course, the official working day lasts 8 hours. But even the most organized have no more than six effectively used hours. A minimum of 2 hours is spent on coffee, cigarettes, conversations, personal affairs, reviewing the workplace, distractions from colleagues, etc. Of course, you can work more than 8 hours, but if you plan it, then the efficiency of work will gradually decrease. A person should have a personal life, personal interests, and once a week he can work overtime with a very important customer, but you don’t need to count on this, force majeure will still come out.

2. Plan any action taking into account price / quality or in our case, time / efficiency

When deciding on a particular method of work, it is necessary to correlate the time spent and the effectiveness of this action. I'll give you an example. Many textbooks say that before calling, it is imperative to study the client - what the media write about him, what kind of website he has, etc. I agree that if there are only 10 companies on the market and each call should be a bullseye shot, we have no right to make a mistake, then we need to use this principle.

But if there are thousands or even tens of thousands of clients in the database, is it really not easier to spend 1 minute on a call to find out everything, then what will you find out during 30 minutes of surfing? It's much easier for me to make a call, ask a few questions, and know everything I need to know about him.

Or second point. Most gurus say that nothing can be sold over the phone, the purpose of the call is only to make an appointment. 95% of the time it's bullshit. Life has changed, now a lot of goods and services are sold by phone, almost without meetings. Making an appointment without first understanding the prospects of the client, his needs and possible points of contact is simply unreasonable. Everything is very clearly calculated. First intuitively, then based on statistics.

3. Focus on the Pareto principle, or the 20/80 principle

It is clear that when a manager works for the first month, then for him any client is worth its weight in gold. But when he has a lot of them in his work, he needs to prioritize, rank them according to profitability and prospects. This does not mean that you do not need to pay attention to small customers. It just means that with a heavy workload, you need to devote more time to those who provide the main income.

4. Spend 50% of your time building relationships

In our country, it is difficult to sell without forming relationships, and in some industries it is almost impossible. Therefore, communication that is not directly related to the sale takes an experienced manager most of the time. This also needs to be taken into account. But make sure that the formed relationships develop sales. Relationships are important not only for revenue growth, but also for how pleasant it will be for the manager to communicate with the client. If communication is a burden to him, it will be difficult for them to sell effectively.

All of the above referred to planning "from above", incl. to control managers. Concerning personal plan, then approaches to planning the work of a salesperson may differ. There are two main approaches. The first approach is a planning system for creative and energetic people, those who find it difficult to sit in one place and do one thing. And a structured planning system for people who love clarity and consistency.

Now a little about the process of drawing up a work plan

The entire cycle of working with a client is divided into stages. The time for each stage is averaged. Depending on the industry, the work of a sales manager is planned. Depending on the term of the manager’s work in the company, clients at each stage are allocated certain time. At the beginning of the manager's work, all attention is paid to the first stage of communication, that is, acquaintance and the beginning of a relationship. This stage is the most important even for an experienced manager. The flow of new customers should not dry up. Therefore, the first stage, most often cold calls, first takes 80% of the manager’s time, and for experienced ones 10%.

Any store strives to increase sales. Therefore, its main document is the sales plan. Today, these are by no means "imaginary" numbers, but really important document, designed to match the potential and real income of the organization.

What is a sales plan for?

As you know, any store seeks to increase sales, and that is why the main document here is the sales plan. These are by no means “imaginary” figures that the head of the organization puts down in the table, guided by his whims and desires, but a truly important document designed to bring the potential and real income of the organization into line.

Many entrepreneurs make a number of serious mistakes in the preparation of a sales plan. For example, some make up such sales plans that are a priori impossible for employees to fulfill, even if they wish. Others - believe that the preparation of a sales plan is a waste of time, and "send" their employees to float freely.

All of these approaches are truly detrimental to business. Firstly, because the sales plan must be realistic for each employee, and not just present a "figure" to his attention, but indicate the actual amount of work in a certain period of time.

Secondly, without such a document as sales plan, work of any modern firm, regardless of the area in which it is conducted trading activity, will not be complete, systematized, successful.

Let's consider the main goals and objectives that a properly drawn up company will help to solve. sales plan.

1. Systematization of the “mode of work” of each employee. Regardless of how many “salesmen” there are in the company and what specific functions they perform, it is the sales plan that will help each employee develop their own mode of work and clearly follow it throughout the day, week, month. It will help the manager really save time. Here you can assign tasks to subordinates with the distribution of the degree of importance and the designation of responsible persons.
2. Motivation. Each of the company's employees will have their own sales plan for each reporting period. This document will certainly motivate every person to perform better, as the fulfillment of the sales plan will entail a cash bonus.
3. Planning and forecasting. Only an enterprise that sets specific goals for itself, that knows the direction of movement, that knows how to fulfill plans, will be competitive today. If every employee fulfills the sales plan, then the business will steadily develop and grow - this is the law.
4. Accounting and control. It is important to correctly evaluate the efforts of each employee, not only by the number of units sold, but also by other objective indicators (margin, total cost of goods sold).

In order to make a real and "working" sales plan, a businessman must be guided by certain requirements.

You can download an example of a sales plan 2018

Drawing up a sales plan is not just imaginary numbers, but truly calculated company goals for a certain period of time, to justify which factors such as:

• seasonality;
• Market changes and dynamics;
• The state of the industry as a whole;
• The price level for these goods or services;
• Financial capabilities of the organization;
• The rate of development of the company;
• Profit for similar past periods;
• Opportunities and indicators of each of the employees;
• Mistakes in planning made over the past period of time;
• Factors that affect the firm's budget;
• Human factor;
• activities of competitors;
• Payment by the company of taxes, obligatory payments, as well as changes in legislation.

In order to make an "adequate" sales plan, different methods can be used. For example, mathematical calculations based on sales statistics for past periods, calculating averages with corrections and amendments.

Another way is the total, in which it is necessary to add up the personal sales plans of each employee, their average results, multiply by each month, add a small percentage.

According to experts, there are many methods for drawing up a correct sales plan, but none of them can give an accurate, 100% result, which means that they need to be used in combination, that is, several methods at the same time. This will help you get the closest possible result.

Also, experts advise to draw up for the sales department, not one, but three sales plans at once.

1. The first is the maximum plan. This is an indicator that employees will be able to achieve at the end of the year under the best circumstances and investing maximum effort and time in their work.

2. Second sales plan- These are averages, that is, the norm. The norm should be above the minimum indicators, strive for its maximum. To calculate such a “norm”, you can use the formula = minimum sales + coefficient 1.2. That is, there will be growth, but at the same time, this growth will be “adequate” and logical.

3. The minimum plan must be made by the employees of the company in any case, since this plan is really acceptable and easily achievable. If employees and managers of the company in their work cannot even achieve the minimum plan, then such a result will be unsatisfactory and certain measures will need to be taken.

It is really difficult to draw up an “ideal” and feasible sales plan, because no business is immune from “surprises”, both positive and negative. But here you can designate the "ultimate" boundaries of the capabilities of your enterprise with the help of a sales plan.

When drawing up a sales plan for a company, experts advise to be guided by the following advice:

1. Try to make sure that the sales plan is not just a forecast, but " step by step instructions» how the firm can achieve the right indicators. Describe every month all the conditions under which the company will reach the proper level of sales: what to do, in what time, due to which to achieve these indicators.
2. Shouldn't be made up sales plan, based only on the results of the previous year and slightly raising the level of planned results. You can't miss the moment New Year The performance of the firm may be radically different from the previous year. In order for the sales plan to be as close as possible to the real one, write down in it the solution of all strategic tasks, the possibility of introducing new technologies into the work of the company or switching to sales according to a new scheme, etc.
3. A prerequisite for the preparation of a sales plan is a clear indication of the deadline for the implementation of the plan, a description of the result to be achieved, the actions through which it will be possible to implement, the list of performers of this plan.
4. When drawing up a sales plan, be based on the statistics of sales of goods or services of your company. To do this, "raise" all the reporting documents for the past few years of work, analyze them, display the average sales figures for each month based on the results of each year. Based on all these "averaged" data, you need to draw up a sales plan.
5. When drawing up a sales plan, the reasons for the decline in sales in past periods should be subject to mandatory analysis. For example, this may be a seasonal factor or the dismissal of employees in the sales department, vacations of employees, etc. Take into account and work out these indicators.
6. Drawing up a sales plan for the company should be with the participation of all employees of the sales department, who can objectively assess the "realism" of such a plan, their capabilities, and the timing of the plan. Listen to the opinions of employees and, if necessary, make the necessary amendments to the personal sales plan of each employee and the general plan.
7. If a truly ambitious sales plan is drawn up for the next year, then the head of the organization must be aware of how such high performance can be achieved, and set certain goals for these goals. financial resources. For example, for the employment of new managers in the sales department or

From this article you will learn:

• How to implement a sales plan in a company
• What are the methods of fulfilling the sales plan
• How to quickly execute a sales plan

One of the hallmarks of a successful business is having strategic planning. However, in addition to being able to set tasks, one must know how to execute a sales plan. In the article you will find information about the ways in which you can achieve your goals.

What are the objectives of the implementation of the sales plan

Every day, your product appears on the shelves, sellers help you make a choice, and cashiers make purchases. Your product is definitely selling, but are these volumes sufficient? Or can they be increased? Can salespeople not only meet the plan, but also increase the number of sales?
To answer these questions, you can calculate your profits and costs by determining the share of income in turnover. But in this way, you will not get an idea of ​​how sales volumes have changed, what problems exist in the company's work, and how to motivate employees to work even better.
The sales plan will be the solution to your problems. Planning is not only the definition of goals and objectives, but also the process of allocating resources to areas of work.

Summing up, we formulate the main goals of sales volume planning:

How to fulfill the sales plan in the store? First of all, determine the volume of goods that need to be sold in a certain period. The sales plan can be general (set for the entire team), or individual (calculated personally for each salesperson).
There are several important points to consider when developing a sales plan:

1. Feasibility. If it seems to you that the manager is not fulfilling the sales plan, and you want to improve performance, assess the feasibility of achieving your goals in this moment. It would be a mistake to take into account statistical data only for the past period, since many factors affect sales volumes. This may be seasonality, market relevance, competitive offers, the economic situation in the country. Take these aspects into account when drawing up your sales plan.
2. Flexibility. In order to fulfill the sales plan, you must take into account that it can be adjusted if necessary.
3. Specificity and measurability. In order to accurately fulfill the sales plan, it must contain specific numbers.
4. Time limitation. Without a lead time, it is you who will be to blame for the fact that the manager does not fulfill the sales plan. Always set specific deadlines.
5. Sufficiency of resources. When drawing up a monthly plan, you decided that the seller should sell 150 microwave ovens, but it is physically impossible for one manager to sell such a volume of products.
6. Unity of purpose. You should develop a certain system when drawing up a sales plan and consider your company as an interconnected structure of all departments.
7. permanence. Planning should not be interrupted. After the expiration of this plan, you should create a new, up-to-date sales plan.

Algorithm for the implementation of the sales plan

Stage 1. Distribute tasks.
To effectively fulfill the sales plan that was provided by management, you need to isolate its structure according to various indicators. This will allow employees to clearly understand how to fulfill the sales plan in the store.

Possible sales plan criteria:

• Regions - how many will be sold in each region.
• Deadline - How long does it take to complete the targets?
• Products - what and in what volume will go on sale.
• Customers or distribution channels - buyers and quantity of goods sold.
• Sellers - personal sales plan.
• The nature of sales (guaranteed and planned) - what volume of products and how will be sold.

Guaranteed sales do not depend on who represents the company, the demand for these products has already been formed. With planned sales, the profit depends on the actions of the seller. Considerable attention should be paid to this aspect if you plan to introduce new product, choose a new target audience or planning to enter a new wholesale or retail market.
Stage 2. Set a goal and increase motivation.
The manager does not fulfill the sales plan? But is he motivated to do so? Any employee of the company should have an incentive to do their job well. To do this, a direct dependence of his salary on the implementation of an individual sales plan is determined, while also taking into account the income of the company as a whole. Upon reaching the required indicators "in the assortment groups", the employee should be rewarded with a separate bonus. The sales plan can be considered fulfilled at 90-105%, with indicators of 105-120% it is considered overfulfilled.
Stage 3. Supervising and coordinating sales activities.
It is necessary to constantly exercise not only control over the implementation of each item of the plan, but also to check the very quality of planning.
If real sales for a certain indicator are significantly higher or lower than the set values, this may be the result of incorrect planning. In this case, it is worth conducting a causal analysis and making changes to the sales plan.
The reason that the plan manages to be overfulfilled may be an underestimation of the potential of the product itself, a particular region, a seller, certain marketing steps, or a plan was drawn up based on past performance. The reason for non-fulfillment of the plan may be that the manager does not fulfill the individual sales plan, he is not active enough and is not interested in its implementation. Only “guaranteed demand” does not need the “efforts” of salespeople; in other cases, it is possible to fulfill the general sales plan only with the effective daily implementation of the personal sales plan of each employee.

For sales managers, there are some effective tips on how to execute a store sales plan.
Tip 1. Sales funnel. Analyze how many people entered the store and how many became customers. For example, 100 people visited your store, and this indicator suits you, but only 10 made a purchase. If this figure does not correspond to the planned one, then you need to start working with the sales funnel - converting visitors into customers. If the problem is the low attendance of your point of sale, then you should start working from the first level of the funnel and engage in active customer acquisition.
Tip 2. Segmentation of buyers. After carefully studying the psychological types of buyers, group them and work with the most promising in terms of profit. With the right analysis, you will show the best sales volume by the end of the month.
Tip 3. Increase the average check. Another powerful piece of advice on how to meet your sales plan is to sell an additional or pre-checkout item. The cost of the offered products must be lower than the main purchase of the client.
Tip 4: Attentive customer service. According to statistics, only 30% of buyers coming to the store know exactly what they want to buy. Use it. Present your assortment to them, determine how much the client needs your products, actively work with objections.

Tip 5 Sales channel optimization. First of all, it is necessary to abandon the cost of not advertising, which does not allow you to fulfill the sales plan. The result is considered optimal when the cost of a given conversion (a call, a completed application, an item in the cart) is not higher than a given indicator. If you sell household appliances, then you can determine the optimal cost of advertising for a particular product, for example, you are ready to pay 500 rubles for a call from a website selling a microwave oven, and 50 rubles for a hair straightener. For the conversion, in each case, the maximum amount at which the sale is considered profitable is determined. These indicators need to be closely monitored. If a sales channel allows you to get a lot of conversions at a low cost, then you should refinance and allocate additional budget for the development of this channel.

Tip 6. Action "Bring a friend". You can implement this promotion in any way, the main thing is that you provide your customers with the opportunity to receive discounts and bonuses for bringing a new buyer.
Tip 7. Sale related products . Enough in a simple way Another way to fulfill the sales plan in the store is to sell related products, such as razor blades. It can also be selling in a set of goods that complement each other. Here it is very important to make really interesting offers to the buyer, because in any case he will buy this product. So why not have him buy it from you?

3 Methods to Fulfill Your Sales Plan Fast

Sales department competition

This method is effective if the department needs to organize an atmosphere of productive rivalry. As a rule, successful sellers are creative people, but at the same time a little selfish and capricious. Therefore, they periodically need to be "shaken", to encourage them to take action.
In each sales department there are periods when the mood of salespeople falls, faith in their own strengths, in the reality of fulfilling the monthly sales plan, disappears. At this point, it is good to hold an event that will allow each seller to show their abilities and prove their advantage over others. And if you promise an extraordinary award or gift, then the competition will be held with even greater activity. This will allow you to complete your plan on time.
Sometimes there are cases when the manager deliberately holds back the payment of customers. This is because in the current month he has already completed the sales plan, reached desired result, therefore, he transfers all processing to the next reporting period in order to be guaranteed to receive a bonus. As a rule, every salesperson eventually comes to this scheme, regardless of the motivation system in the department. The task of the manager is to closely monitor the state of affairs and monitor the dynamics of the work of each employee. With constant observation, you can easily notice changes.


How to fulfill the sales plan in the store using competitions?
Option 1. General team competition in the department.

• If the department was able to meet the sales plan with processing - free admission to the bowling alley.
• With an increase in a certain indicator throughout the department, for example, overfulfillment of the call plan by 30%, each employee receives a bonus of 3,000 rubles.
• If the income of the department exceeds a significant amount, for example, 10 million rubles, then the corporate party will take place in a fashionable restaurant (or it can be an entertainment trip, going to the theater or to a concert by a famous artist).

Option 2. Competition among sellers for a valuable prize.

• The seller who is able to exceed the sales plan receives an additional 15 thousand rubles (a certain percentage if the sales plan for all sellers is individual, and in rubles if the plan is the same).
• An employee who concludes more than 50 agreements is presented with an expensive modern phone.
• The seller who makes the most calls will receive the company's products as a gift.
• Anyone who makes a 140% sales plan in two months will fly to Greece on vacation.

Option 3. Superiority among sellers for an intangible prize.

• Additional days off at any time for a weekly sales volume of 400 thousand rubles.
• The title of the best seller of the month for exceeding the plan.
• Interview in corporate edition under the heading "Our Pride" at the very in large numbers meetings held.
• Reducing the length of the working day by an hour, subject to the signing of five agreements with VIP-class clients.

Promotions and special offers

This tool is one of the fastest and most effective if you are faced with the question of how to fulfill a sales plan. But they must not be abused. Therefore, it is necessary to perform a calculation of the effectiveness of this method.

Its advantages:

• Ease of implementation.
• The total profit will be calculated from the total sales volume. Therefore, even if you lower the price, by increasing the quantity you will be able to fulfill the sales target.
• Buyers always positively perceive promotions and sales.
• People are ready to receive information through which they can save.
• With the help of special offers, you reduce the time of the transaction, get the buyers' money faster, which allows you to fulfill the sales plan.
• Promotions and discounts increase the number of unplanned purchases (the so-called effect of spontaneous purchases).

How to execute a sales plan in a store efficiently and quickly? Use the following suggestions:

• Reduced price for a specific item.
• If you pay for the goods within three days - a 30% discount.
• Buy products from 50 thousand rubles - a 15% discount within a month.
• When buying one product - the second one is the same as a gift (promotion "1 + 1").
• When paying household appliances within three days - get a bonus of 100 rubles. to buy next time.

Special promotions for the set:

• When buying a sofa - an ottoman as a gift.
• Buy one product - get three similar ones for free.
• Paid for the purchase before the end of the month - received a two-year warranty as a gift.
• When you pay for the connection within a month, you get a year of subscription service for free as a bonus.

Promotions by payment terms:

• Within three days, make a 30% advance payment, you can pay the remaining amount after 30 days.
• If half of the cost is paid immediately, the remaining amount can be paid after 3 months.
• You can pick up the goods now and complete the payment within 10 days.
• Get a loan for the purchase without interest, overpayments, prepayments and guarantors.

Active work with the customer base

This is the most effective of all available tools for working with customers. How to fulfill the sales plan in the store? Leverage your existing customer base. Once you have already spent money on compiling it, not so that it now "lies dead weight."
Most companies have a fairly extensive, but a few running list buyers. The customer base is your past, present and potential customers. All of them (warm, cold or hot) are recorded by you in Excel / Word, in various documents, business cards or just in a diary and worked out using CRM.
If the manager does not fulfill the sales plan for the database, then it's time to put things in order in it. You must be aware of its value, because it takes a lot of time and effort to find any potential client. First you need to search for the right client, find out who is responsible for making the decision, then establish contact with him, determine his primary needs.
This is a rather long and laborious process, which most likely takes about 30% of the total payroll of the sales department. Therefore your client base just priceless, no matter if you're ready potential client to the purchase of your product. Take care of it, systematize it and use it to develop your business.