From the course: Selling into Industries: Retail and Consumer Products
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Sell-through analysis and facing the facts
From the course: Selling into Industries: Retail and Consumer Products
Sell-through analysis and facing the facts
- As a salesperson there's nothing more fun than getting a purchase order. I've never lost that thrill. And then, experiencing the excitement of seeing it on the shelves or featured online. It's a great feeling when you see it, and then you point, and say: "There it is!" You believe in your product, and the buyer does, too, but now it comes down to the numbers. Although there're a variety of ways to interpret results, the simple phrase, the numbers don't lie, is so very true for both good and disappointing news. There can be many key performance indicators that a retailer tracks, but here are some that are pretty much on everyone's list. First, "What's the sell-through?" is a question that everyone holds their breath about. Quite simply, it's how many units have sold that day, week, or month. That then ties into calculating a sell-through percentage rate. For example, 50 units purchased, 10 units sold, equals 20%: 10 divided by 50. Each category at the retailer has sell-through rates…
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