Michael Richter
International marketing and sales consultant
Hauptstrasse 27
DE-88422 Seekirch
Tel: +49(0)7582-933371
Fax: +49(0)7582-933372
E-Mail: michael.richter@marketing-und-vertrieb-international.de
Dictionary for strategic marketing - ... marketing is ...
Dictionary
Potential-oriented sales planning
The facts:
Many sales departments refuse potential-oriented indicators for their planning.
Instead they take into consideration figures from the past or 'targets' of the management - derived therefrom - in other wordS 'they drive forward, however, looking into the rear-view mirror'.
Normally this leads to the false conclusion that the so far strongest sales area would be the strongest - full stop !!
However, looking at this from the potential-orientation-point-of-view this is certainly wrong.
Finally this leads to the painful realization that for a long time already a higher turnover/profit would have been possible without causing essentially higher cost.
A potential-oriented sales planning helpes you to obtain product specific and client-/market segment specific indicators showing really achievable 'market potentials'.
Comparing this with existing sales figures for present clients and/or market segments you can derive from this sales chances for the short and long run.
(You should NOT concentrate on the loss of the past - simply use your chances better 'from NOW on' !!) - see also 'Sales planning - sales concept'
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