Next Years Sales Budget

18
A FEW THOUGHTS ABOUT YOUR SALES BUDGET IN 2010

description

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

Transcript of Next Years Sales Budget

Page 1: Next Years Sales Budget

A FEW THOUGHTS ABOUT YOUR SALES BUDGET IN 2010

Page 2: Next Years Sales Budget

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!!

Page 3: Next Years Sales Budget

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)

Page 4: Next Years Sales Budget

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.

Page 5: Next Years Sales Budget

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.

Page 6: Next Years Sales Budget

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.

Page 7: Next Years Sales Budget

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.

Page 8: Next Years Sales Budget

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.

Page 9: Next Years Sales Budget

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?

Page 10: Next Years Sales Budget

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?

Page 11: Next Years Sales Budget

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.

Page 12: Next Years Sales Budget

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.

Page 13: Next Years Sales Budget

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.

Page 14: Next Years Sales Budget

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.

Page 15: Next Years Sales Budget

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

Page 16: Next Years Sales Budget

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

Page 17: Next Years Sales Budget

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

Page 18: Next Years Sales Budget

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

[email protected]