Sales analysis

Sales analysis
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Methods and techniques


Sales analysis is a process of analyzing information on sales of products manufactured by a given company in various cross-sections, eg a report on new customers who were acquired by specific sales representatives or the demand for specific goods produced by the company in particular groups of buyers. The purpose of sales research is to identify factors that facilitate or hinder the achievement of planned sales volumes and the performance of any corrective work.

The role of sales analysis

From these tables there are many important information that can be used in planning sales for the future, including:

  • indication of goods generating the largest profits,
  • the impact of individual employees on the company's results,
  • customer satisfaction with the offered assortment or services.

It happens that while the sale of products from the appearance is satisfactory, it can be covered by various problems that occur on the market. Precise sales analysis is able to disclose the emerging downward trend in the sale of the products concerned. For this reason, it is important to take immediate steps to help save the situation. These circumstances represent the so-called the rule of the iceberg.

Scope of sales analysis

Sales analysis can be carried out in the following segments:

  • "local markets and voivodships as well as domestic, foreign and global market
  • products, their quality, parameters and packaging
  • the type and number of buyers
  • prices and discounts
  • sales methods
  • sizes of orders
  • ways of financial settlement of orders. "

It is recommended that the scope and subject of the sales analysis be precisely defined in terms of the usefulness of the information, because too detailed analyzes take up too much time. The main focus should be on finding reasons for deviations from sales. The results of the analysis should be compared with data from previous years or with forecast data. Unforeseen decreases or price increases are able to affect the volume of sales achieved. The methods of conducting control are not really confusing, there is only a need to use simple arithmetic.


Downplaying and neglecting sales analysis can contribute to making inappropriate arrangements and decisions. The study can be conducted more multi-directionally, if computer information systems or computer programs are used; it also saves time. The methods of sales analysis must be chosen according to the type of company and the type of product.


Types of analyzes

Customer analysis

It is a database of clients, current, potential and also those who have already completed cooperation with a given company. It can be separated according to many criteria, such as cooperation time or the probability of making a purchase.

We should focus primarily on the most profitable group of clients and lead to closer cooperation with them.

This analysis also concerns the preferences, preferences and expectations of customers. It is primarily about the best matching of the assortment to the real needs of their recipients.

Sales cost analysis

Statistical data showing the costs associated with the sale of manufactured goods or services. They contain such values ​​as the assessment of fixed and unit costs. These are also costs related to marketing, product promotion, market research and customer preferences.

Analysis of sales profitability

It contains, first of all, many indicators concerning such issues as: number and size of transactions, gross profit, profit from products in specific sectors, etc.

Assessment of sales representatives

A very important part of the sales analysis is a summary as well as an assessment of the importance of the sellers, for example to what extent they contribute to the development and profits generated by the company. This is most often done by comparing the results of individual sellers in terms of: the number of products sold, the number of new and lost buyers, the degree of customer satisfaction, etc.

Analysis of the assortment

It contains data about the products sold by a given company, starting from those that bring the highest profits to those whose production should be considered. Attention should also be paid to introducing improvements and innovations.

selling prediction

Sales plan for the future, both short-term and long-term. It is needed to prepare the sales budget. The selection of the method of forecasting is determined primarily by the purpose and forecasting period, as well as the type of product. Forecasts are most often created by using several methods.

References