Sales Analysis Checklist

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1. Steps of Sales Analysis Process.

• Calculate Working Capital Turnover. In order to gain helpful information on how efficiently your organization utilizes its working capital within a certain period of time, you need to calculate the turnover of your working capital. The turnover is calculated by dividing net sales by your average working capital. A lowered turnover indicates some inefficiency in your company. A high-level turnover could mean that the company involved too much capital in sales activities.
• Evaluate Annual Sales Growth. This measurement indicates an increase in sales over a certain period of time (e.g. monthly, annually). To calculate your annual sales growth you need to subtract sales revenue for the last year from the current year and divide this expression by the sales revenue from the last year. The result can be multiplied by 100 so you get the annual sale growth in percentage terms. Now you can use the indicator to investigate what products have shown an increase in sales and what products have been sold with declining. For the worst sold products you need to take actions to increase sales.
• Define an Affordable Growth Rate. The formula includes two components: net income and last year's earnings. You need to divide your company’s net income by last year's earnings and multiply this expression by 100. Now you can compare the annual sales growth with your affordable sales growth. If the first indicator is higher then you need to allocate additional financial resources in order to sustain your affordable growth. If the annual sales growth is lower then you need to consider reducing your sales investments for the upcoming year.
• Define Breakeven Percentage. You’ll need to divide your company’s gross profit by the total expenses and multiply by 100. This ratio indicates what sales volume is required for your company to break even. It helps you analyze your company’s sales performance and identify actions necessary to increase sales and profits while minimizing losses.
• Analyze Strengths and Weaknesses. Your company has some strengths and weaknesses. Your task is to define these characteristics, analyze their impact on sales and develop a strategy for increasing the company’s strengths and remedying shortcomings.
• Analyze Competitors. Now it’s time to analyze your competitors’ strengths and weaknesses to plan for marketing campaigns and promotion events. Also you’ll need to assess your company's market share – for this purpose you can investigate market trends and tendencies. Try to use information on seasonal variations, random events and cyclical sales to adjust your sales strategies and exploit development opportunities.
• Gather Customer Feedback. The feedback of your customers is a great source of information regarding recent sales. You’ll need to investigate opinions and viewpoints of selected individuals and focused customer groups to receive their feedback and learn more about your customers’ experience (how they purchase and use your products). Online surveys will help you gather valued information that you can use in forecasting your future sales figures.

2. Sales Improvement.

• Increase Salesperson Productivity. Salespersons are those people who move the selling process forward and have ...

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