home Converter How a wholesale company's sales plan is formed. How to calculate and draw up a sales plan for a company

How a wholesale company's sales plan is formed. How to calculate and draw up a sales plan for a company

If the number of deals being closed isn't what you want, then the first step in your plan to increase sales should be to increase salespeople's awareness of the product.

Knowledge of the product gives 4 undeniable advantages over competitors.

1. Since the employee knows the product thoroughly, he will always be able to transform its characteristics into benefits for the buyer. Thus, the client will hear what will meet his expectations.

2. Knowledge of your product also implies awareness of the weaknesses and advantages of competitors' products. It is desirable that the company has a comparative table that clearly reveals the properties and nature of interaction with the buyer: benefits, packaging, delivery, installment plan, personal manager, website, after-sales service, etc.

3. When the product is complex and the employees are well versed in it, this gives the buyer the impression that they are facing an expert who solves his problem, and not the seller.

4. A detailed understanding of what you are selling means that you will be able to reasonably justify the price. It may be higher than competitors. A person should eventually come to the conclusion that it is better to pay a little more, but to avoid problems in the future.

In order for the plan to increase sales to be implemented, it is necessary:

have a product tutorial;
conduct regular trainings;
test the knowledge of sellers with a certain frequency;
reflect the need for product knowledge in .

Plan to Increase Sales: Build a Skill Model

The plan to increase sales includes activities that will formalize and effectively apply the specific skill model of the company.

A skills model is a set of regulations that includes instructions, scripts, and forms for evaluating the skills of a salesperson in a particular company. Of course, it will differ in content depending on the business segment. But in any case, the following components must be present.

Step-by-step instructions for each stage of closing a deal
for sellers
Development sheet template to understand if the employee applies the skills necessary to close the deal
Modular training system, for each stage of the funnel

Regardless of in which segment the business operates, according to the plan to increase sales, subordinates must demonstrate initial skills in 4 areas.

1. Identification and formation of needs. Occurs according to the algorithm for applying the SPIN question techniques.

2. Overcoming objections. Prepared responses to any customer objections should be available. And the seller at the same time follows the "Cross" method and can easily juggle these arguments.

3. Bargaining. In order to effectively bargain, it is necessary to easily operate with all the benefits that promise interaction with the selling side. Yielding in one, it is necessary to be able to improve conditions in another.

4. Closing. The seller must have a set of tools to speed up. These incentives should be invented and voiced by the company's management. The employee, in turn, remains not to forget them and skillfully use them.

Sales Boosting Plan: Make Employees Compete

The plan to increase sales assumes that measures will be taken to increase competition among sellers. This is facilitated by the implementation of the following management decisions.

1. Structure the department correctly. Create a division of at least 3 employees who will perform the same tasks and will be interchangeable.

At the same time, observe Golden Rule dividing sellers into groups and managing them if you already have more than 3 subordinates: 1st department (head + 3 managers) + 2nd department (head + 3 managers).

2. Establish an ongoing evaluation and recruitment process. You should always have replacement options in place to let go of old employees without headaches.

3. Formalize everything: business processes, skills model, scripts. In this case, you will clearly know how employees achieve results. And they will no longer be indispensable.

4. Don't "feed" underperforming employees. They should not receive much and not for anything or more of an owner. The main principles are that subordinates receive the main part of the income for the result and never receive more than the owner of the business.

5. Run contests. They contribute to the implementation of the plan to increase sales. It can be anything with a variety of conditions, for example, the first to close a two-week plan - get an iPhone.

Plan to Increase Sales: Motivate Salespeople the Right Way

The plan to increase sales affects the area of effective managers. The latter should be very "sensitive" to the results of the work. 3 things will help with this.

Complex reward system

First, never set the sales remuneration as a fully fixed salary. Well, this is generally understandable. Secondly, even if the payment for his efforts consists of several parts, the fixed part should be 2-3 times lower than the potential bonus.

The following proportion works best: hard part - 30% to have something to eat, soft part - 10% for the diligent performance of intermediate actions, bonuses - 60% for the result.

Complicated bonus system

It is important to understand that in business, some unfinished result is not a result. Therefore, it is not paid. This idea is transparently reflected in the principle of "large" thresholds. It can be reduced to the scheme:

made less than 80% - did not receive a bonus,
made from 80% to 100% - received conditionally 1% of the proceeds,
went beyond 100% - received conditionally 2%,
stepped over 120−130% - got 4%.

Quick Contests

It can be something from the category: you are the first to complete the daily volume - you take 1000 rubles from the cash desk. Stuff like this is very exciting. Especially if we are talking about strong and productive salespeople.

Plan to increase sales: set daily plans and monitor their implementation

The plan to increase sales includes the need to set daily plans and monitor their implementation.

The daily plans for each manager are the result of a detailed decomposition of the profit forecast. Control daily activity by three points and then sales will grow.

1. Employees must refer to their daily pay fact report several times a day. It is better to do it at the same time. This approach motivates and disciplines.

2. Monitor such an indicator as "percentage of the plan for the current day." This indicator shows whether the seller will be able to fulfill the plan if he continues to move at the same pace.

3. Monitor the implementation of quantitative indicators: calls, meetings, sent commercial offers, etc.

Sales Boosting Plan: Make the Most of Your Loyal Customers

The plan to increase sales will be fulfilled if the current base is fully utilized. AT efficient companies regular customers are dealt with on a regular basis. This is more of a research process, as a result of which certain decisions are made.

1. If you have a decent customer base, then it would be wrong not to track its status. ABCXYZ analysis is the best way to do this. Its implementation will allow dividing all regular customers into 9 categories according to 2 criteria: who pays more and who buys more often.

In particular, the best counterparties fall into AX, the worst into CZ. Then, in order to fulfill the plan to increase revenue, we encourage the migration of promising customers into the right category and get rid of the problem ones.

2. The implementation of a plan to increase revenue involves measuring the company's share in the buyer, that is, what part of your products takes in the total volume of purchases of the client.

To get this information, you need to find out from current buyers:

How much product the buyer takes from you, and how much from competitors.
What needs to be done to buy more from you.

3. The plan to increase the number of successfully closed deals also involves working with the so-called "dump" - missing / abandoned customers.

What to do:

Introduce reporting that indicates the reasons for the "drop off"
Create scripts that overcome the resistance of "disappeared" buyers depending on the reasons
Work with the "dump" on a regular basis

By lead groups;

correspondence is conducted directly from CRM;

leads are distributed among managers efficiently and impartially in case of non-fulfillment of tasks;

setting group tasks;

automation of issuing scripts.

2. Use of analytical information and reporting:

drafting ;
obtaining end-to-end analytics by channels to evaluate their effectiveness and adjust budgets;
work and receive reports on employees, on funnels, on channels, on new and old clients, etc.;
monitoring the achievement of goals (plan-fact).

We talked about what actions a plan to increase revenue should include. Take them into service and track the performance.

Correctly be able to expose sales program This is a very important function of any leader. The plan should motivate the employee to work and help improve his performance. At the same time, the plan should coincide with the interests of the business and the current market situation. It is not always easy to fulfill all these factors. In this article, we will talk about how to correctly set a sales plan for a specific employee, sales department, retail store. We will also touch on the issues of setting short-term and long-term plans a little.

Methods for setting plans

There are some common methods for setting sales plans. Each of them has its pros and cons, and each is applicable in a particular situation. It should be noted that the implementation or failure of the plan affects wages your subordinate. Long non-fulfillment leads to a lost bonus and negatively affects. unjustifiably low plans jeopardize the business, I have often come across that the business is working in the red, and at the same time all employees receive a big bonus.

In my opinion, the implementation of the sales plan should correspond to the success of the business. In this case, it is permissible to take into account the experience and qualifications of the employee. It makes no sense to put the same plan on the newly accepted seller and on the experienced one. The following are examples of setting sales plans.

Short and long term plans

The plan can be put up for a year or even a decade, or maybe for one day or even an hour. The method of setting it up depends on how long-term the plan is. Plans for short periods of time are considered operational and it is desirable that their exposure should be regulated. For example, all beginners are given the same plan for the first month. The development of long-term planning is carried out by the top management of the company, such plans are called strategic. Long-term plans are very individual and depend on variables such as the market situation, which is very difficult to predict over a long period of time.

ambitious plan

The essence of this technique is to put the plan twice as high as necessary. The calculation is made on the fact that the employee will certainly make 50% of the set plan. In short, this technique lays all the risks on the subordinate.

An ambitious plan is difficult to use consistently with the same employee. The employee will be in constant stress because of his non-fulfillment. Then the employee will get used to his lack of success and his motivation may decrease significantly.

Also, an ambitious sales plan is not set for someone who obviously cannot fulfill it for objective reasons. These may be: lack of resources or lack of competencies. You need to be very careful when setting an ambitious plan for newly hired employees. If an employee from the first days understands that he is not fulfilling your plans, either accustom him to constant failures, or he will simply quit.

Compare your plan with salary employee, in the case of constant ambitious plans, staff burnout often occurs, and employees leave due to lack of bonuses due to permanent.

An ambitious plan is good at startups when all employees have eyes on fire. It should only be used in conjunction with highly motivated employee and the availability of the necessary competencies and resources. For the implementation of an ambitious plan, it makes sense to promise in excess of profit and put it on strong money-motivated sellers.

Always a workable plan

A plan that is always carried out is the dream of any subordinate. Many salespeople and managers will not believe that there are companies where employees are given a clearly feasible sales plan. But I came across such people, the seller in such a company has a bonus reminiscent of an accountant's bonus. I must say right away that I have not met many such companies and, as a rule, these are medium-sized firms.

The biggest drawback of a plan that is always feasible is the lack of employee motivation to find and develop new sales tools. In sales, you need to constantly be on the lookout for new customers. In order to advance in this search, you need to try all the time. different methods and evaluate their effectiveness. By setting a plan that is always feasible, you teach employees to do the opposite. I actually saw a company that sold in, only sending it to the post office and waiting for a response. No, no, just a constant expectation that the client himself will find them. Managers were directly told that if the client did not call himself, then he did not need it. The company has already gone bankrupt and ceased to exist. The company died due to incorrect planning, but it happens that such a plan is set for individual employees. This does not destroy the company as a whole, but because of this, a separate link slows down the overall development. For example, the head of the sales department should be motivated to develop the sales department, and not just to always fulfill the same plan 100%

But if you thought that a plan that is always feasible is always bad, then it is not. There are times when it will help you. First of all, I recommend setting a feasible plan for employees who have just started working in their not highly qualified conditions. For example, if a salesperson with no work experience came to you, you should not set a big plan for him, set the plan that he will fulfill. This is especially true for daily plans, for example, if your task is to make one sale per day, then demand 1 sale from the intern in 3 days, and every day he must collect 5 warm contacts. And you, or help make sales out of these contacts.

I have also come across situations when the company or the market has changed dramatically in a negative direction for the seller. Such changes often lead to, in order to avoid it, feasible plans can be made and thereby support the staff. The plan is good because it can be gradually increased or decreased, it is very problematic to review the material motivation system every month.

tight plan

If the plan is always slightly higher than the previous fact, then it is called tense. An employee needs to do a little better each time. This is probably one of the most common methods of setting a plan. Everything is logical and the plan is achievable for the employee and growth is laid down. In general, such a strategy for setting a plan is good when an employee is just starting to work; growth compared to the previous period is quite logical and justified here.

But there are difficulties with experienced employees. Probably, you have met such a method of manipulation on the part of employees as purposeful non-fulfillment of the plan in order to reduce it. There is an opinion among sellers that if the plan is greatly overfulfilled, then it will be greatly increased, so it should not be overfulfilled. Experienced employees are well aware of the method of setting a plan and understand how to break it.

How to meet business needs

The above methods of setting sales plans do not take into account a very important thing - the needs of the business. Business lives with long-term plans and strategies, the budget is made for at least a year. , in which all actions are described in detail and a forecast of the results is made. And sometimes it happens that the laid plan ceases to be fulfilled and the backlog begins to accumulate. What to do with this backlog? The easiest way is to put it in the plans for the next months, but then there may be risks that we considered when setting up ambitious plans. At the same time, if you leave the plans unchanged, then all hope will fall on overfulfillment, and it does not happen so often.

There is no single answer to the situation described above, since there are a lot of additional criteria. However, it should be borne in mind that it is important to soberly assess the reasons for not fulfilling the plan and share responsibility between all participants in the process. It is important that responsibility is borne not only by subordinates involved in operational activities, but also by strategic management who were involved in planning. There are situations when the sales plan is in no way associated with the resources that are available for its implementation.

Presenting the plan to the seller

A plan that is exposed to a specific seller is an example short term plan. And I recommend setting a plan not only for a month, but also for every day. As mentioned above, it is best to develop clear regulations on setting sales plans and bring these regulations to all employees. This will give the seller guarantees and stability in the future.

Conducting interviews with experienced salespeople, I can say that every second complains about the correctness of the sales plan. Therefore, I recommend that you be very careful about setting plans for sales consultants and closely link this process with staff motivation.

Presenting a plan to the sales department

Presenting the plan to the sales department or retail store has its own specifics. The main point that should be paid attention to is bringing a long-term development strategy. Each month, the sales team must take a step to achieve a long-term strategy. Therefore, the presentation of a sales plan should coincide with the preparation of a plan of measures that will allow this plan to be fulfilled. The head of the sales department needs to develop, so he needs to be trained long term planning and link it to his career and professional growth prospects.

How to set a plan for high sales season

Almost all sales have a season and an off-season. The season of high sales is when the market comes to life and the demand for the goods sold increases sharply. For example, they buy more air conditioners with scrap, and heaters in winter. Naturally, seasonality is important to take into account when setting plans. An incorrectly set plan for the season can lead to too high or vice versa. low wages salespeople and managers.

Many executives find it difficult to set a plan during the high sales season. First of all, it is difficult for those who did not have work experience a year ago. Because if there was such an experience, then you can simply track the dynamics of sales last year. If there is no such experience, then I recommend talking with more experienced colleagues, as well as using open data on the Internet. For example, many large companies they publish data on revenue in the public domain, it’s not easy to find monthly data, but there is quarterly data.

The main goal of any trading enterprise is to make a profit. Profit directly depends on the volume of sales, which, in turn, is determined by many factors. The sum of these factors determines the sales potential of the company, and hence the amount of goods / services that can be sold by a particular company in a given market sector. To ensure the development of a business, you need to correctly assess your capabilities and plan its activities. Therefore, any commercial enterprise sooner or later faced with the question "how to make a sales plan." Properly developing a sales plan means setting specific goals and objectives, that is, structuring the activities of each department of the company, giving their work the necessary direction.

For start-up entrepreneurs, it is the minimum value that should form the basis of the sales plan. Types of planning are distinguished by timing:

Promising ( strategic planning for 5-10 years).
Current (developed for a year, taking into account the 5-year plan and clarifies its indicators).
Operational and production (allows you to divide the tasks of current planning into shorter time periods - annual, quarterly, monthly plan).

For start-up entrepreneurs, it is the minimum value that should form the basis of the sales plan.

How to plan

There are different approaches to creating a sales plan. Analysis methods used in calculating the planned sales volume are usually divided into subjective (a survey of buyers, sellers, management decisions) and objective (product testing on the market, analysis of sales of previous periods, demand analysis statistics).

When planning sales volume, the company should pay attention to the following factors:

Seasonal (depending on the season, season, month).
General dynamics of the market (it is developing or shrinking).
Competition.
Changes in legislation.
Increase / decrease in the product range.
Pricing policy of the organization.
Existing and planned clients/customers.
Development of distribution channels.
Employees (sales quotas).
The activity of the company in the market ().

Exponential Smoothing

Based on the analysis of historical data, an effective economic tool called "exponential smoothing" is used. It can be used to make short-term forecasts.

Using a smoothing constant (from 0 to 1), you can guess how much product will be needed in the same period next time (day of the week, month, quarter). The exponential smoothing model is calculated using the following formula:

Smoothing constant x Actual demand in the current period + (1 - Smoothing constant index) x Forecast for the current period.

For example, the store sold 750 toys in a week, with the previous forecast of 720, the constant is 0.3, the predicted demand for the next week is 0.3 x 750 + (1 - 0.3) x 720 = 729.

With an average level of sales, the constant is 0.2-0.4, during the period of increasing volume - 0.7-0.9 (for example, on holidays and pre-holiday days).

Time series analysis

Time series analysis also uses historical data, but allows you to identify longer-term trends. The analysis process includes the following steps:

Calculation of the trend (general trend of change in sales volume).
Definition of seasonal variation (regular fluctuations in sales).
Determination of residual variation (abnormal deviations associated with force majeure or one-time promotions that affected sales).

The multiplicative model is built according to the formula:

Sales Volume = Trend x Seasonal Variation x Residual Variation.

extrapolation method

The extrapolation method is based on the analysis of the average annual growth rates of sales for previous years. For example, if a company has been increasing its turnover by an average of 20% over the past 4 years, it can be assumed that next year the increase will be the same.

These and similar methods allow you to write a sales plan based on previous periods.

Create a sales plan

The principles of the normative formation of the plan are that the necessary parameters are fixed that you need to strive for: the number (amount) of sales per department/employee, wholesale purchases, retail or total sales. You can build a sales plan based on the desired increase in turnover (total sales). Similar example sales plan is shown below.

The first stage is to determine the seasonal dynamics of sales

This is the calculation of seasonality coefficients. Take for example small shop toys. To calculate the seasonal factor, you need to take the sums of sales for the previous year and get the average monthly value:

yy/mm	1	2	3	4	5	6	7	8	9	10	11	12	Total	Wed
2016	55000	65400	72000	71000	83000	85000	87000	78000	80000	85000	90000	95000	946400	78336,6
K (seasonal factor)	0,697	0,829	0,913	0,900	1,052	1,077	1,103	0,989	1,014	1,085	1,141	1,204	12

940,040 / 12 = 78,336.6 (average monthly sales).

The formula for calculating the seasonality coefficient (K):

K = N1 / SZ, where N1 is the amount of sales for a certain month, and SZ is the average annual value.

For example, for January 2016, K will be 55,000 / 78,336.6 = 0.697, for February - 0.829. For more reliable forecasting, data from previous years should be analyzed in a similar way.

The second stage is to determine the next goal

Based on indicators last year setting goals for the next year. For example, increase turnover by 15%.

940,040 + 15% = 1,081,046 is the expected turnover. Let's define SZ (average value) - 9,069 per month. To achieve this goal, a campaign to increase profits is planned ( , hiring additional staff, expansion of the range).

The third stage - we plan monthly

To calculate, it is necessary to multiply the obtained SZ by the corresponding seasonal factor:

yy/mm	1	2	3	4	5	6	7	8	9	10	11	12	Total	Wed
2016	55000	65400	72000	71000	83000	85000	87000	78000	80000	85000	90000	95000	940040	78 336,6
K (seasonal factor)	0,697	0,829	0,913	0,900	1,052	1,077	1,103	0,989	1,014	1,085	1,141	1,204	12
2017	63250	75210	82800	81650	95450	97750	100050	89700	92000	97750	103500	109250	1088360	90690,667

This approach allows us to get the numbers that the purchasing department and salespeople should be guided by in order to fulfill the intended plan. By dividing the plan into months, you can quickly monitor its implementation and make adjustments to the company's policy.

By dividing the plan into months, you can quickly monitor its implementation and make adjustments to the company's policy.

You can make sales quotas - this is the amount of goods that the seller / manager needs to sell. The presentation of planning results in the form will allow the manager and manager to better monitor its implementation.

The establishment of a sales plan (volume) can come both from the company's management (“from above”), and “from below” (in this case it is formed by the sales and purchasing departments). Practice shows that the most effective planning takes into account information from all these sources, since the direct tools - the collection and analysis of sales and supply data - are "located" by managers (heads of sales and purchase departments). They better represent the real state of affairs.

After drawing up the plan, it is necessary to take care of its organization (distribution of tasks by departments), additional motivation of employees, control of execution. In any case, the structure of the company determines the methods of planning the scope and monitoring the implementation of the plan. It is not possible to create a generic planning template. The planning system should be developed taking into account the needs of a particular company.

Creating a sales plan is important procedure for every company. The sales plan is the basis for the formation of the entire planning system at the enterprise, because other components of planning directly depend on the sales plan (purchase plan, production plan, cost plan, personnel plan, etc.)

Chinese folk wisdom says:

If you don't know where you are going, how will you know that you have come?

Having determined the direction of movement, we understand how we can implement and what will be required on the way to our goals.

We want to note right away that it is not possible to fully disclose the topic of planning at an enterprise within the framework of this article, because. This question is quite voluminous in content. A lot of good literature is devoted to this topic. We will only touch on the most important aspects of planning.

Let's take a step-by-step look at how a sales plan is formed in any enterprise.

How to prepare for a sales plan?

Planning starts with input. If your company has been on the market for more than a year, then you have statistics for the previous period. If a company is just starting out, then it can rely on the statistics of the work of existing companies whose activities are suitable for a particular market segment, of course, if such information is available.

Let's assume that we have data. After analyzing the figures with reference to months, we can assume the presence or absence of seasonality in this type of activity.

Products 1 /month	Wedsale	1	2	3	4	5	6	7	8	9	10	11	12	Total
Sales in units 2013	713	500	560	710	720	740	720	694	772	762	802	800	780	8560
Sales in RUB 2013	3589	2500	2800	3500	3750	3800	3500	3420	3910	3860	4010	4100	3920	43070
Coef. seasonality 2013	3589	0,7	0,78	0,98	1,04	1,06	0,98	0,95	1,09	1,08	1,12	1,14	1,09	43070
Sales in units 2014	787	360	380	410	736	810	870	920	986	932	964	1050	1020	9438
Sales in RUB 2014	3941	1800	1910	2100	3580	4100	4300	4750	4980	4710	4870	5200	4993	47293
Coef. seasonality 2014	3941	0,46	0,48	0,53	0,91	1,04	1,09	1,21	1,26	1,2	1,24	1,32	1,27	47293
Sales growth in %	9,8	-28	-32	-40	-5	8	23	39	27	22	21	27	27	9,8
Wed coefficient seasonality		0,58	0,63	0,76	0,98	1,05	1,04	1,08	1,18	1,14	1,18	1,23	1,18

Let's consider how the cell values are obtained. In line Sales 2013 columns 1-12 contains information on sales of goods for each month of 2013 in rubles. In column Total contained general sale for the whole year.

Our calculation formulas:

Wed sale = total / 12 months

Coef. seasonality \u003d Amount per month / Avg. sale

Sales growth in % = ((Prod. 2014 / Prod. 2013) - 1) * 100

Wed coefficient seasonality = (Seasonal factor 2013 + Seasonal factor 2014) / 2

With the naked eye, we see that the first three months of the year in 2013 and 2014 are not the most successful for this type of product, because. values Coef. seasonality

We would like to draw your attention to the fact that the number of units sold in 2014 increased by 10.3% compared to 2013, while the amount of revenue increased by only 9.8%. This fact tells us that the difference of 0.5% was compensated by the profit of the enterprise. It is necessary to carefully monitor this proportion in order to prevent a significant decrease in marginality both for the product and for the company as a whole.

In our case, only two years of information is used. For qualitative analysis this is not enough, because within these time periods (2013, 2014) there could be managerial and operational miscalculations that affected the final result. It is better to take statistics for more than 3 years. The more data for analysis, the smaller the final error in the calculations.

To fully calculate the sales plan, we need to get the following numbers:

Market size in the sector of your company;
Market share of your company;
The volume of increasing the range and (or) quality of products;
Purchase price of products;
The average market price of products;
Percentage of your company's sales growth (coefficient);
Average company expenses per month;
inflation rate;
The percentage of devaluation of the national currency.

Market size it is quite difficult to calculate, because Not all companies disclose information about their sales. You can order an analytical note from Rosstat, but the quality of the information provided will be very difficult to verify and will have to be trusted. Let's take the value Market volume = 25,000 rubles.

Having received the approximate volume of the market, you determine by a simple calculation Market share occupied by your company:

Market share in % = (Total sales in rubles for 2014 / Market volume) * 100 = (8560 / 25000) * 100 = 34.24%

The volume of assortment increase and (or) product quality we will consider as part of the calculation of the sales plan.

Let's take the value Middle Purchase price for Products 1 = 1.5 rubles

Let's take the value of the Average market price for the Products 1 = 6.2 rubles

Company Growth Percentage we will determine as part of the sales plan calculation.

For the convenience of calculations, we will analyze one nomenclature position within the framework of this article. In the future, you can combine information into item groups and then combine all the received data into a single sales plan. When calculating, we accept the fact that all costs of the enterprise (variable and fixed) are distributed in proportion to the sales volume of the nomenclature unit.

Wed expenses per month per unit products = ((Unit sales per year / Total sales per year) * Total costs per year) / 12

It is necessary to raise your company's data on average costs per month in order to determine the required margin per unit of production. We will assume that you have already found this number and take the value of Cp. expenses per month (variables + constants) = 550 rubles.

Now let's talk about the work schedule.

After seven years of studying people, we have identified several main postulates:

During the working day, you can productively make calls for no more than 2 (very rarely 4) hours.
Based on human biorhythms, it is possible to make days on which it is better for a manager to work paperwork rather than calling, because damage from violence against himself will affect his long recovery.
Be sure to hold planning meetings every morning, where the head of the department. sales will encourage employees and inspire to accomplishment (without threatening or criticizing). Within the framework of these meetings, positive and negative cases in the company are considered. Conducted training calls to clients.
Every day, you must devote at least 1 hour to training according to a pre-created program.
Every day you need to devote at least 2 hours to business correspondence with clients.
At least once a week, the head of the sales department should devote time to work on bugs with each sales manager in his department (at least an hour).
According to a pre-developed individual program, face-to-face meetings with clients should be held (this depends on the specifics). It is important for people to have live communication, because it helps a lot in developing sales skills and helps to expand personal contacts.
All planned activities and information received should be entered into a system that will help to centralize all data and allow you to quickly retrieve the necessary data. For this purpose, a CRM system is best suited.

Using the Bitrix 24 CRM system as an example, we will look at how you can calculate a sales plan for a manager.

The functionality of Bitrix 24 is quite extensive and allows you to solve a lot of questions that arise both for the head of the sales department and for an ordinary manager.

The CRM system has a database of contacts, which is presented in the form of Companies and Contacts (individuals). This base well protected from theft by unscrupulous employees. Your employees, changing the status of the Company, will systematically create an up-to-date picture of all your customers. So you can quickly analyze all stages of customer relationships, filter out those who require special treatment right now.
IP-telephony is built into this CRM system and your employees can make calls to customers directly from the program. In this case, (if required) all call records will be saved and you can listen to them directly from the history of communication with the client.
The system has the entities Lead (contacting the company or going to the company's website in order to clarify any issues) and Deal. These entities allow you to systematize the entire flow of information on each contact with the company or track all the stages of a transaction with your customers.
The system has the Tasks functionality that will help transfer information from management to employees and between employees to perform any actions aimed at concluding a deal, conducting a deal or others. This functionality also allows you to make temporary measurements of the execution of the task. This is especially valuable in service companies where pricing is based on time.
An email client is built into the Bitrix 24 CRM system and now all incoming and outgoing important letters will be in one place. You can not ignore the most important functionality - automatic analysis of the content of the letter in order to determine the person responsible for its execution.

This is only a small list of the functionality of the Bitrix 24 CRM system, which allows you to calculate the sales plan of a manager within a working day.

More information about the functionality of modern CRM-systems can be found in the section of the site “CRM Opportunities” .

Monitoring the implementation of the sales plan

You have made a sales plan. They distributed it among the managers. Now it is necessary to control the implementation of all activities. The sales plan is not only the numbers in the table. This is a whole list of activities and tasks that need to be completed in order to get the coveted figures in the report at the end of the reporting period.

It's good when all your employees are independent and conscious, in terms of work, people. If you have not very experienced or negligent employees, then constant monitoring is necessary. You can control all activities and the achievement of goals in different ways:

Hold permanent meetings;
Force employees to prepare reports;
Call and clarify matters by phone;
Write letters or require employees to send them to you;
Constantly generate reports in accounting programs such as 1C;
Keep paper journals, etc.

Most of the methods I have listed are morally and professionally obsolete. It takes a huge amount of time to carry out such methods of monitoring the implementation of the sales plan, which means it is reduced work time employee to achieve the plan, i.e. using such methods, you will inevitably not help, on the contrary, even interfere with the achievement of your financial goals. I propose to consider in detail what, at present, there are tools for monitoring the implementation of the sales plan.

Failure to fulfill the sales plan

Failure to meet the sales plan is a serious nuisance for any company. It is better to predict such an event than to deal with its consequences. Let's use the Bitrix 24 CRM system as an example, let's look at how you can predict the failure of the sales plan in your company. Bitrix 24 has a very good tool - “Company Pulse”. With it, you can monitor activity (creating tasks, calls, chat messages, transactions, etc.) in the system for different periods of time.

The first and rather approximate harbinger of this event is the low activity of users in the CRM system. If everything is done a little bit or just nothing is done, then you must figure out why this is happening.

The next Important report in the Bitrix 24 system is “Executed by managers”. This report shows the number of phone calls made (assuming calls were made through the system or events of the “Call” type were created) generated by emails, appointments. This information for the head of the sales department is simply priceless.

Let's try to analyze this report. Let's imagine that Vasily Petrov, Petr Skvortsov, Sergey Voronov are new sales managers who are currently being trained in the company. Of course, for them, the zero values of calls made, letters sent and tasks completed are normal. They have not yet been admitted to full-fledged work and you should not worry about their work.

Olga Belova is on sick leave and for her, too, low activity is quite natural. Nikolai Drozd is the leader in the number of actions performed in the system. At first glance, everything is fine with him, but you need to take a closer look. Why doesn't he have any incoming emails? Also, the head of the sales department should be alerted by only one scheduled meeting for reporting period, when, according to the plan, he should have 3 meetings with them.

To Ivan Rudov, in general, a lot of questions arise. Here, either the fact of non-use of the CRM system, or a frank disregard for their job responsibilities, is obvious.

As we can see, such a simple report gives serious food for thought for both the head of the sales department and the head of the company.

This is only a small part of all the reports that are available in the Bitrix 24 CRM system.

Let's talk about the reasons for not meeting the sales plan.

Analyzing hundreds of employees for more than seven years, we came to the unequivocal conclusion that most people do not do what they really want to do in life. This is the real scourge of our modern society. Naturally, in this situation, one should not expect great productivity from such specialists. If every day a person forces himself to perform a function that he does not like, then the results will not be very impressive. CRM systems will help expose most concealed facts and much will become clear to you as a leader even at the implementation stage, because there are employees who furiously prove that such a system will greatly complicate the work and will only interfere. This is our experience. Not all of them are bad workers. It often happens that people do not fully understand the essence of the issue and simply draw hasty conclusions.

The Bitrix 24 CRM system is an excellent tool for identifying signs of non-fulfillment of the sales plan even at the early stages, while you still have the opportunity to adjust the final results, but it does not solve all problems. Only A complex approach will allow you to bring your company to a new qualitative level of work.

Sales increase plan

Let's move on to the final part of our article. We told you how to prepare for the sales plan, how to calculate the sales plan for the year and break it down by months and managers. Showed the tools that will help implement the plan and monitor its implementation. Now let's talk about the technology to increase sales.

To increase sales, you need to follow the following strategy:

To increase sales, you must perform the following tactics:

A plan is developed for the number of calls for the manager per day, week, month, etc.;
A plan is being developed for the number of meetings with clients;
A plan is being developed for the number of deported commercial offers, letters, etc.;
A system of continuous training of employees is being developed;
A plan is developed to regularly call all customers;
Exemplary scripts for communication between employees and potential clients are being developed;
The logic of phone calls is being developed (not to be confused with scripts). How many times to call, at what time, after how much to call back;
Introduced into the company and regularly used CRM-system;
All tasks and instructions for employees are transferred to the CRM system;
It is necessary to start writing telephone conversations of employees to work on mistakes or resolve conflict situations;
Regularly (every day, every two or three days) it is necessary to hold planning meetings, which should not be confused with the “morning of the archery execution”. They should be as comfortable as possible and charge with positive;

Any store strives to increase sales. Therefore, its main document is the sales plan. Today, these are by no means “imaginary” figures, but a truly important document designed to bring the potential and real income of the organization into line.

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 program, 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 program.

Systematization of the “mode of work” of each employee. Regardless of how many “sales people” 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 really help to save time for the manager. Here you can assign tasks to subordinates with the distribution of the degree of importance and the designation of responsible persons.
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.
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.
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 program, 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 program, 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 one, 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, one hundred percent 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 program- 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: