Stages of sales channel efficiency analysis
Posted: Mon Jan 27, 2025 10:00 am
The speed of sales of goods largely depends on how developed certain areas of product sales are. To find worthy sales methods, marketing research is necessary - market segmentation, evaluation of the effectiveness of various sales channels. This process goes through two main stages.
Stage 1. Select the direction of implementation
By segmenting the market, you can choose the areas in which you distribute your product. Distribution channels differ both by region and by consumer characteristics. Complex and mixed segmentation requires a more comprehensive analysis that combines various techniques. The specifics of the enterprise's activities determine one or two key types of sales channel monitoring.
The results are summarized in a control crypto email list table, reflecting the movement of products in a particular market segment and sales efficiency. For greater clarity, the data can be presented as a map. In this case, all bottlenecks in the product flow, where it is necessary to adjust pricing, will be clearly shown.
Product name Pricing type Demand cycle International deliveries Regional deliveries Small wholesale Intracity deliveries
"Dewdrop" Competitive Height A IN
"Star" Below market average Decline IN IN
"Lighthouse" Above market average Origin A A
"Firework" Skimming the cream Maturity A A A A
"Siren" Competitive Height IN A IN
Designations used:
A – high compliance of the product with the given market segment;
B – low compliance of the product with this market segment;
If the cell is not filled, the product does not correspond to its segment at all.
Marketing specialists evaluate each sales channel by its volume, costs, and net profit. Then, having studied the entire list of available channels, they look for additional sales opportunities, which also need to be evaluated in terms of efficiency.
Step 2: Evaluate sales directions
The quality of new sales channels is assessed taking into account the market orientation of the enterprise, its level of development, demand for products, and the effectiveness of interaction with the target audience.
Each channel is assessed according to the following parameters:
profitability;
compliance with consumer expectations;
the ability to control everything to the fullest extent (from pricing policy to the movement of goods);
degree of competition in the channel;
prospects.
By analyzing each channel in detail, you get a comprehensive picture of the distribution of the company's products in various directions. Evaluation and monitoring of channels is necessary in order to identify the most reliable implementation options and then find ways to increase your turnover in the market.
Knowing how the product moves through various channels and how effective sales are, a business manager can determine the most relevant areas and specific points, as well as understand how much demand there is for his products. Based on the results of monitoring, decisions are made regarding prices and events to stimulate demand in certain market segments.
By studying sales channels and their development over time, a company can identify the least effective ones in time and can abandon them in order to focus on expanding the customer base or other tasks.
Stage 1. Select the direction of implementation
By segmenting the market, you can choose the areas in which you distribute your product. Distribution channels differ both by region and by consumer characteristics. Complex and mixed segmentation requires a more comprehensive analysis that combines various techniques. The specifics of the enterprise's activities determine one or two key types of sales channel monitoring.
The results are summarized in a control crypto email list table, reflecting the movement of products in a particular market segment and sales efficiency. For greater clarity, the data can be presented as a map. In this case, all bottlenecks in the product flow, where it is necessary to adjust pricing, will be clearly shown.
Product name Pricing type Demand cycle International deliveries Regional deliveries Small wholesale Intracity deliveries
"Dewdrop" Competitive Height A IN
"Star" Below market average Decline IN IN
"Lighthouse" Above market average Origin A A
"Firework" Skimming the cream Maturity A A A A
"Siren" Competitive Height IN A IN
Designations used:
A – high compliance of the product with the given market segment;
B – low compliance of the product with this market segment;
If the cell is not filled, the product does not correspond to its segment at all.
Marketing specialists evaluate each sales channel by its volume, costs, and net profit. Then, having studied the entire list of available channels, they look for additional sales opportunities, which also need to be evaluated in terms of efficiency.
Step 2: Evaluate sales directions
The quality of new sales channels is assessed taking into account the market orientation of the enterprise, its level of development, demand for products, and the effectiveness of interaction with the target audience.
Each channel is assessed according to the following parameters:
profitability;
compliance with consumer expectations;
the ability to control everything to the fullest extent (from pricing policy to the movement of goods);
degree of competition in the channel;
prospects.
By analyzing each channel in detail, you get a comprehensive picture of the distribution of the company's products in various directions. Evaluation and monitoring of channels is necessary in order to identify the most reliable implementation options and then find ways to increase your turnover in the market.
Knowing how the product moves through various channels and how effective sales are, a business manager can determine the most relevant areas and specific points, as well as understand how much demand there is for his products. Based on the results of monitoring, decisions are made regarding prices and events to stimulate demand in certain market segments.
By studying sales channels and their development over time, a company can identify the least effective ones in time and can abandon them in order to focus on expanding the customer base or other tasks.