Sales Budgets

Sales Budget
Why a Sales Budget?

Benefits of Budgeting
a) Improved Planning: Action to be taken quantitative terms.

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Benefits of Budgeting
a) Improved Planning: Action to be taken is described in quantitative terms. b) Better coordination & communication: All departments have budgets which give future course of action interaction between departments. Eg. Increased Sales Increased Production Increased Finance Increased MIS / HR

Benefits of Budgeting
c) Control & performance evaluation Control & performance evaluation: Budgets outline objectives and responsibilities so performance evaluation and control is easy. Eg. Expense monitoring, d) Psychological benefits: Instills profit orientation / expense control / culture in organization

Types of Budgets
a) Sales Budget

Types of Budgets
a) Sales Budget Detailed Plan showing the Expected Sales for a Future Period . Developed based on expected revenue (Sforecast) Gives sales by geographically location / product service / sales people & customers First part of Master Budget; Usually forms the basis for other operational budgets like finance & production.
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Types of Budgets b) Selling Expense Budget Salaries / Commissions Traveling / Entertainment Training (new products)

Types of Budgets
b) Selling Expense Budget Salaries / Commissions Traveling / Entertainment Training (new products) c) Administrative Budget & Profit Budget, Rent, Electricity, Office Furniture, Stationery GP = sales revenue sales expenses

Methods of Budgeting for Sales Force

a) Affordability Method: Management develops SB depending on ability to spend on sales function; usually fall short of sales depts requirements b) Percentage of Sales Method: Multiply sales revenue by a given %; Sales revenue = Past revenue / forecasted figure / weighted average of both c) Competitive Parity: Based on budgeted figure of competitors or industry average; competitor comparable in size and revenue is chosen

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Types of Budgets d) Objective & Task: a), b), c) do not take cognizance of organizations objective in developing budget. Identify objective with employees Identify tasks for achieving objective Expenditure required Form budget e) Return Oriented Method: ROI, ROA, ROTA, ROAM (Assets Management)
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Successful Budgeting

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Successful Budgeting Involvement & Support of Top Management Support Budgeting & ensure all-round participation; should not be viewed as a pressure tactic but as an effective tool for performance; ii. Flexibility in Budgeting Should be adjustable to fast changing environmental conditions

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How to develop a Sales Budget

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How to develop a Sales Budget

1. Review and Analysis Collection of past data and study of variances between projected and actual 2. Identifying market opportunity and problems 3. Sales forecasting 4. Communication of Sales goals & objectives Involvement of sales people is essential for mutual agreement

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How to develop a Sales Budget

5.

Allocation of resources Selecting salespeople, tools of sales, financial resources 6. Preparing the budget Balance between sales force capability and market opportunities 7. Approval for the budget

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Sales Forecasts

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 Market Potential Vs Sales Potential

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Sales Forecasts

1. Market Potential: Maximum possible sales opportunities in part. mkt. segment, over a future period, assuring application of appropriate marketing methods. 2. Sales Potential: maximum possible sales opportunity for specific company in part. Mkt. segment over future period. MP : Total Industry SP : Part. Co.

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Sales Forecasts
3. Sales Forecast: In Re/Units, how much of a companys product can be sold over a future period, under a given marketing program on assumed set of external factors.

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Market Potential Analysis i. Market identification ii. Ability to buy iii. Willingness to buy Sources of Data: a) Secondary: Environment Analysis b) Primary: Customers spending patterns, preferences

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Why is SP different from SF?

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Why is SP different from SF?

i. ii. iii. iv. Inadequate Production Capacity Inadequate Distribution Inadequate Finances Profit Orientation: Profitable Sales vs. Possible Sales

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Analyzing Market Potential i. ii. Top down: Top mgmt. assesses market on basis of macro environmental data Bottom up: Micro enviro. factors of market like customer, products, ability to buy etc. are analyzed by lower management

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Sales Forecasting Method

i.

Qualitative Forecasts a) Judgment Methods b) Counting Methods

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Judgment Methods 1. Delphi Technique: Systematic Method for obtaining consensus from a group of experts. Nominal Group Technique: Experts from diverse backgrounds Jury of Executive Opinion: Opinions of executives at top level, based on experience & utilization Lacks scientific validity senior most opinion prevails.

2.

3.

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Counting Methods

1.

2.

3.

User Expectations: Usually for industrial products by directly getting data from customers. Sales Force Composite: Estimate of expected sales from every salesperson; can over/under estimate, lack broader perspective. Market Tests: Limited area consumer acceptance.

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Quantitative Forecasts 1. Time Series Analysis: Estimation of future trends based on past performance; Long Term Forecasts Sales = T (long term variations C (cyclical variations) S (Seasonal changes) I (Irregular changes in environment)

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Quantitative Forecasts 2. Moving Average: Sales forecasts on sales of previous period: assumes environmental irregularities in past will be there in present.
(Sales t Sales t 1 Sales t 2 ....... Sales t n n

Sales t 1

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Quantitative Forecasts 3. Exponential Smoothing Refines (2) More weightage to sales in recent periods vis-vis older periods.

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Quantitative Forecasts
4. Regression & Correlation (Multiple Regression) Correlation: Degree of relationship between sales & other variables. Regression: Identify factor that influence sales & predicts changes in one variable due to changes in other. Most popular & widely used method Identifies relationship between sales and other independent factors on which sales is dependant.

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Which method to use?

a) Accuracy: Quantitative better than qualitative, short term: exponential method is accurate; more than six months: exponential smoothing and moving averages more than one year: regression b) Costs c) Data availability d) Software availability: models and applications for forecasting need different types of data e) Companies experience in forecasting

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Forecasting is effective if it is:

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Forecasting is effective if it is:

a) b) c) d) e) f) Accurate Cost effective Comprehensible Timely Flexible Plausible: Has to be done with sincerity hence no manipulation of figures under pressure can be allowed; Top Management has to be willing to face accurate estimates even if they are not rosy. Durable: By using quantitative techniques, combining forecasting techniques; using software.

g)

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