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THE SEVEN STEPS OF SALES PLANNING By Alain Winandy WWW.AWAC.COM.BR WWW.INFOVAREJO.COM.BR

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THE SEVEN STEPS OF SALES PLANNING <ul><li>Define a Promotional Calendar </li></ul><ul><li>Analyze/Track sales records </li></ul><ul><li>Project Sales </li></ul><ul><li>Project Results </li></ul><ul><li>Conciliate Sales and Results </li></ul><ul><li>Detail the Plan </li></ul><ul><li>Control, Evaluate, Adjust </li></ul>

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SALES PLANNING STEP BY STEP 1. Define a Promotional Calendar <ul><li>Premise: Campaign aligned with Company strategy. </li></ul><ul><li>1. Classify events in order of importance: </li></ul><ul><ul><li>Very Important </li></ul></ul><ul><ul><li>Important </li></ul></ul><ul><ul><li>Less Important </li></ul></ul><ul><li>2. Define types of Campaigns: </li></ul><ul><ul><li>Main </li></ul></ul><ul><ul><li>Secondary </li></ul></ul><ul><ul><li>One-time </li></ul></ul><ul><ul><li>Regular </li></ul></ul>

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<ul><li>3. Define Campaign Details </li></ul><ul><ul><li>Strategy </li></ul></ul><ul><ul><li>Duration (start and end dates) </li></ul></ul><ul><ul><li>Investment </li></ul></ul><ul><li>4. Define Desired Real Growth: </li></ul><ul><ul><li>Projected inflation </li></ul></ul><ul><ul><li>Projected GDP growth </li></ul></ul><ul><ul><li>Trends (Competition, Target audience, Stores reform, Economy, other internal or external variables with significative effect) </li></ul></ul>SALES PLANNING STEP BY STEP 1. Define a Promotional Calendar

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SALES PLANNING STEP BY STEP 2. Analyze/Track sales records <ul><li>Growth over last year (same month or event) </li></ul><ul><li>Growth over last month </li></ul><ul><li>Other Indicators </li></ul>

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SALES PLANNING STEP BY STEP 3. Project Sales <ul><li>Based on the previous steps, project company’s total sale month-to-month. This will be the first projection, or projection of initial sales . </li></ul>

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SALES PLANNING STEP BY STEP 4. Project Results <ul><li>Project month-to-month revenues, company total : </li></ul><ul><ul><li>Margins </li></ul></ul><ul><ul><li>Subsidy (negotiated monthly, plus commercial contracts) </li></ul></ul><ul><ul><li>Working Capital result </li></ul></ul><ul><li>Project costs month-to-month, company total: </li></ul><ul><ul><li>Fixed costs </li></ul></ul><ul><ul><li>Variables costs </li></ul></ul><ul><ul><li>Sales projection, Revenue projection and Expenses projection = Projected month-to-month Results. </li></ul></ul>

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SALES PLANNING STEP BY STEP 5. Conciliate Sales and Results <ul><li>According to the monthly income statement, adjust: </li></ul><ul><li>Sales </li></ul><ul><li>Revenues </li></ul><ul><li>Expenses </li></ul><ul><li>To obtain the desired result . </li></ul>

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SALES PLANNING STEP BY STEP 6. Detail the Plan <ul><li>Detail the plan per Section , taking into account : </li></ul><ul><ul><li>Campaign Type </li></ul></ul><ul><ul><li>Seasonality </li></ul></ul><ul><ul><li>Trend (economy, growth, supply / market ...) </li></ul></ul><ul><li>Detail the plan per Store , Region, taking into account : </li></ul><ul><ul><li>Share/History </li></ul></ul><ul><ul><li>Trend (competition, target audience, reform/rebuildment...) </li></ul></ul><ul><li>Detail the plan per Day , taking into account : </li></ul><ul><ul><li>Share of sales per week of the month, per day of week (in history) </li></ul></ul><ul><ul><li>Event period </li></ul></ul><ul><ul><li>Campaign period </li></ul></ul>

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SALES PLANNING STEP BY STEP: 7. Control, Evaluate, Adjust <ul><li>Daily monitoring of total company sales by region, by store, by section, day by day </li></ul><ul><li>Weekly adjustment </li></ul><ul><li>Program adjustment of the following month based on recent record of sales/revenues/expenses </li></ul><ul><li>CHASE SALES, BUT ALWAYS FOLLOWING THE PLANNED RESULTS </li></ul><ul><li>Manage accordingly to the prediction of sales achievement, adjusting revenues and expenses to ensure the results . </li></ul>

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By Alain Winandy WWW.AWAC.COM.BR WWW.INFOVAREJO.COM.BR THE SEVEN STEPS OF SALES PLANNING