http://www.driveyoursuccess.com The sales GAP analysis is a critical tool to defining opportunities at customers, within larger sales territories and within a company's entire market.
http://www.driveyoursuccess.com/2011/05/sample-sales-territory-gap-analysis-excel-sheet-with-pie-chart.html - Additional Source.
The following video explains how to calculate a company's market share by using a Gap Analysis.
A market share gap analysis is simply a statement of what business you have now versus what remains to be pursued. However, in order to define what remains to be pursued, your sales team must perform the analysis at the customer level first and then use multiple analyses to define the Gap within a given territory. Those territories are then combined in order to define your overall market share.
Using a Gap analysis at the customer account level will simplify how your company defines goals and objectives for its sales team. It will make your sales budgets and forecasts far more accurate because it will be a statement of account in terms of the business you must defend versus the business your salesperson should close.
Using the Gap analysis across multiple customers will help you and your sales team better manage sales territories and geographies.
The video starts by explaining why you should base your analysis by gross profit as gross profit is the key indicator of sales performance. Next, it explains how to account for the current sales at your customer's account versus what remains to be pursued.
Afterwards, the video shows how to combine multiple customer Gap analyses into a single territory Gap analysis. It ends by showing you how to use multiple territory analyses to define your overall market share.
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