Next Years Sales Budget
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Transcript of Next Years Sales Budget
A FEW THOUGHTS ABOUT YOUR SALES BUDGET IN 2010
www.clutch.com.au ©2009 Clutch Pty Ltd 2 ColourGrid® Applications & Systems ©2003-2009 XAX Pty Ltd
ColourGrid® ©2003 Intellectual Property Holdings Pty Ltd Author: Dr. Colin Benjamin . All rights reserved in all media
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!!
www.clutch.com.au ©2009 Clutch Pty Ltd 3 ColourGrid® Applications & Systems ©2003-2009 XAX Pty Ltd
ColourGrid® ©2003 Intellectual Property Holdings Pty Ltd Author: Dr. Colin Benjamin . All rights reserved in all media
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)
www.clutch.com.au ©2009 Clutch Pty Ltd 4 ColourGrid® Applications & Systems ©2003-2009 XAX Pty Ltd
ColourGrid® ©2003 Intellectual Property Holdings Pty Ltd Author: Dr. Colin Benjamin . All rights reserved in all media
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.
www.clutch.com.au ©2009 Clutch Pty Ltd 5 ColourGrid® Applications & Systems ©2003-2009 XAX Pty Ltd
ColourGrid® ©2003 Intellectual Property Holdings Pty Ltd Author: Dr. Colin Benjamin . All rights reserved in all media
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.
www.clutch.com.au ©2009 Clutch Pty Ltd 6 ColourGrid® Applications & Systems ©2003-2009 XAX Pty Ltd
ColourGrid® ©2003 Intellectual Property Holdings Pty Ltd Author: Dr. Colin Benjamin . All rights reserved in all media
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.
www.clutch.com.au ©2009 Clutch Pty Ltd 7 ColourGrid® Applications & Systems ©2003-2009 XAX Pty Ltd
ColourGrid® ©2003 Intellectual Property Holdings Pty Ltd Author: Dr. Colin Benjamin . All rights reserved in all media
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.
www.clutch.com.au ©2009 Clutch Pty Ltd 8 ColourGrid® Applications & Systems ©2003-2009 XAX Pty Ltd
ColourGrid® ©2003 Intellectual Property Holdings Pty Ltd Author: Dr. Colin Benjamin . All rights reserved in all media
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.
www.clutch.com.au ©2009 Clutch Pty Ltd 9 ColourGrid® Applications & Systems ©2003-2009 XAX Pty Ltd
ColourGrid® ©2003 Intellectual Property Holdings Pty Ltd Author: Dr. Colin Benjamin . All rights reserved in all media
THE MUSHROOM FACTOR – LOOKING AT LAST YEARS SALES
Is Frank a great salesman……..
Or a terrible salesman in a great territory?
www.clutch.com.au ©2009 Clutch Pty Ltd 10 ColourGrid® Applications & Systems ©2003-2009 XAX Pty Ltd
ColourGrid® ©2003 Intellectual Property Holdings Pty Ltd Author: Dr. Colin Benjamin . All rights reserved in all media
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?
www.clutch.com.au ©2009 Clutch Pty Ltd 11 ColourGrid® Applications & Systems ©2003-2009 XAX Pty Ltd
ColourGrid® ©2003 Intellectual Property Holdings Pty Ltd Author: Dr. Colin Benjamin . All rights reserved in all media
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.
www.clutch.com.au ©2009 Clutch Pty Ltd 12 ColourGrid® Applications & Systems ©2003-2009 XAX Pty Ltd
ColourGrid® ©2003 Intellectual Property Holdings Pty Ltd Author: Dr. Colin Benjamin . All rights reserved in all media
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.
www.clutch.com.au ©2009 Clutch Pty Ltd 13 ColourGrid® Applications & Systems ©2003-2009 XAX Pty Ltd
ColourGrid® ©2003 Intellectual Property Holdings Pty Ltd Author: Dr. Colin Benjamin . All rights reserved in all media
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.
www.clutch.com.au ©2009 Clutch Pty Ltd 14 ColourGrid® Applications & Systems ©2003-2009 XAX Pty Ltd
ColourGrid® ©2003 Intellectual Property Holdings Pty Ltd Author: Dr. Colin Benjamin . All rights reserved in all media
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.
www.clutch.com.au ©2009 Clutch Pty Ltd 15 ColourGrid® Applications & Systems ©2003-2009 XAX Pty Ltd
ColourGrid® ©2003 Intellectual Property Holdings Pty Ltd Author: Dr. Colin Benjamin . All rights reserved in all media
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
www.clutch.com.au ©2009 Clutch Pty Ltd 16 ColourGrid® Applications & Systems ©2003-2009 XAX Pty Ltd
ColourGrid® ©2003 Intellectual Property Holdings Pty Ltd Author: Dr. Colin Benjamin . All rights reserved in all media
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
www.clutch.com.au ©2009 Clutch Pty Ltd 17 ColourGrid® Applications & Systems ©2003-2009 XAX Pty Ltd
ColourGrid® ©2003 Intellectual Property Holdings Pty Ltd Author: Dr. Colin Benjamin . All rights reserved in all media
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
www.clutch.com.au ©2009 Clutch Pty Ltd 18 ColourGrid® Applications & Systems ©2003-2009 XAX Pty Ltd
ColourGrid® ©2003 Intellectual Property Holdings Pty Ltd Author: Dr. Colin Benjamin . All rights reserved in all media
THANKS FOR LISTENING !!!
Scott McLaughlin Clutch
C/- Next Reality Group Level 15, 461 Bourke St
Melbourne
03 9604 8489 0407 200 970