The Sales Champ, Jonathan Petalver, and the Analytics Guru, Dan Meyer, will be conducting a two day workshop on Sales Analytics on July 24-25 in Ortigas.
One of the tips we will share with attendees is our strategies for assessing the size of your market. Every business, every product or service, every salesperson has a unique market that it is trying to capture.
As analytics guru, Bernard Marr said, “If you don’t understand the size and potential of your market you can easily jump to conclusions about how viable your business proposition is. Market size analytics is the process of working out how large the market is for your products and services, and whether there is sufficient growth potential.”
The size of your market can be measured terms of volume (how many units sold), value (money spent in that market) or frequency (how often a product or service is sold). It is important to start to gather data points like these and track them over time. You will be able to build a strategy built on numbers, not just gut feel or your best guess.
Useful data includes government data, trade association data, financial data from competitors, and customer surveys. You will be surprised how much data is available just by doing a google search. They you can look at sites that produce and share data for free. And finally you might even consider buying data for your analytics.
Another important tip Just because a market is large doesn’t mean it’s profitable – especially if most of the customers that want a particular product or service already have one and are unlikely to want another. A lot of people get caught up in the width of the market, but forget about the depth. Sales analytics will help you determine opportunity in both dimensions.
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