Let’s try to answer the following important question now: how to plan sales after process of sales is reconstructed. For certain you have to meet time and again performance of the monthly plan of sales on 74 % or on 128 % (in both cases the figure strongly differs from 100 %). How correctly to put monthly plans? And how they should correspond with quarter or annual plans?
Let’s begin with long-term planning. It is absolutely senseless to argue that the annual plan of sales is necessary. After all if it is not present how to plan circulating assets or advertising budgets? However the relation to planning for a year forward should be reconsidered.
Now more than ever earlier we do business during an epoch of constant and fast changes, during an epoch when operative reaction to new possibilities frequently brings much more money than steady following to the long-term strategic plan.
Imagine that you are engaged in trade in computer technics and in the market there is a new type of devices on which for short terms the great demand will be generated. You will start to sell new devices, and at the expense of it execute the annual plan of sales for 130 %. That you will do with this figure, considering that at the moment of the statement of the annual plan you yet did not know about a novelty, in many respects for which account you and have achieved considerable enhancement of sales. But whether it means that your company has worked superefficiently? No. Most likely, level of performance of the annual plan of sales will be not the only thing (and at all the most important!) an indicator against which you will lean at the analysis.
Or we can follow other example. You trade with metal constructions. In half a year after the statement of the annual plan of sales on the market of metal constructions there is a large company, by financial possibilities surpassing all players operating in the market, distributes commodity credits to the right and on the left, and the part of your clients from you leaves only because you cannot simply offer the same conditions. In the end of the year you find out that the annual plan of sales is executed by you on 72 %. It is sad. But whether is it the basis that all your employees concerning sales, have not received the annual bonuses? No, as at the moment of the statement of the annual plan of sales the alignment of forces in the market was another.
Thus, we have approached to very valuable rule ?3 which is seldom used to this day in practice: “the annual plan of sales should be exclusively a reference point for employees of the company, the accent in planning should be displaced on operating plans – quarter and monthly”.
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Search Google and other search engines. Visit social networks and check the accounts that are relevant to your topic. Go to the niche forums and join the discussion. All this will help you to build up a true vision of this market. Thus, giving you a real opportunity to make a smart and nicely balanced decision.
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