Sales planning review: what to consider, how to do it and what tools can help in the 2nd half of 2021


Sales planning review

We are already in June – that is, there goes the first semester. The closing of this initial stage in 2021 is also the time to stop to carry out the planning review, understanding what still makes sense among what was defined as the objective and what is the focus for the company’s growth until the end of the year.

If this review was previously essential, it becomes more important in the current context, since the scenario still involves a series of uncertainties due to the Covid pandemic-19.

In this sense, the planning review is an opportunity both to analyze the feasibility of reaching sales targets and to make the necessary adjustments and strengthen for a better second semester .

For that reason, in this article, we’ll talk about what factors to consider and how to review what was planned for 2021. In addition, we’ll also bring you some tool tips that can support you in the coming months.

External and internal factors to consider when reviewing sales planning

Before we talk about how, in a practical way, a planning review should be carried out, we want to highlight 3 external and internal factors to your management that need to be considered in addition to the analysis of the indicators of the commercial area in the first semester. Without taking these aspects into account, your company runs the risk of distancing itself from the desired result precisely because it cannot adapt to the moment in which we live. Understand better!

Economic situation

There is no doubt that Brazil, like much of the world, is going through an extremely delicate economic moment and the crisis needs to be taken into account. In June, the World Bank updated the Brazilian economy growth estimate to 4.5%. Sounds good, doesn’t it?

However, he also reiterated that the country should grow less than the average of the rest of the Latin American and Caribbean nations and well below the main economies in the region — mainly due to the flexibility of measures to mitigate the pandemic in the country. It is also important to say that the Brazilian GDP growth is being driven by agribusiness and imports, while the service sector (responsible for the largest number of jobs) remains stagnant.

It is also necessary to consider how the economic situation is affecting the different market verticals, since, while some are being seriously affected, others are responding better and managing to have good results, despite the critical moment. In this sense, if your company operates in more fragile sectors (such as tourism and physical retail, for example), or supplies companies in these segments, it is good to take into account a slower recovery to the level that existed in 2019.

Also read: Market trends: what they are and how to prepare your strategy for the new reality

Vaccination rhythm and end of social isolation

When structuring the plans for 2021, many of us imagined that, by this time of year, we would already have a good part of the population vaccinated. Which, unfortunately, did not happen for a number of reasons. Therefore, we continue with restrictive measures in many cities in the country and we expect this to continue until the last months of the year.

It is true that in relation to the total number of doses applied, Brazil is in 4th place, but what needs to be considered is the number that relates vaccination to the size of the country’s population — and in this ranking we are very poorly placed: 78th out of 190 nations and territories .

That is, until we get back to full functioning in many sectors of the economy and normal office life, we still have some time. And this should be considered in your planning review!

Team fatigue after more than a year of pandemic

Finally, after more than a year of pandemic and with no forecast of a concrete change in the scenario, one of the biggest challenges that still remain is dealing with the exhaustion of the sales team. And that affects the productivity and engagement of the team to achieve what it takes in this final stretch of 2021.

In fact, many experts have been warning about the effects of the pandemic on the mental health of professionals. Studies show that the levels of anxiety and depression have grown a lot and, according to Elke Van Hoof, a renowned researcher in the field of health psychology, the scenario will result in a tsunami of people unmotivated with work. Ignoring these factors will no doubt be revisiting the planning for a distorted version of reality.

How to do your planning review: see 4 essential tips

Well, now that you know some of the external and internal factors to consider, it’s time to get your hands dirty. Here are some tips for reviewing your planning for the remainder of 2021.

1. Scenario Analysis

As in the case of planning itself, its review should start with a deeper analysis of the scenario in which the company is operating. In addition to considering the broader economic context we’ve already talked about, you need to look at the market. Assessing the performance of the competition and understanding changes in consumer behavior will help guide the review of what was planned.

2. Validation of sales strategies

The planning review at this point also needs to include a reassessment of the sales strategies adopted at the beginning of the year. In this sense, it is important to try to understand if the adopted tactics are working or if they need adjustments – and for that, nothing is more ideal than looking at numbers that objectively validate what brought the best results.

Also read: Different models for distributing leads in remote sales

3. Resource Availability Assessment

After six months, the organization’s financial situation may have changed somewhat. Therefore, it is essential to understand whether the investments initially planned can still be made, or whether it will be necessary, for example, to reallocate resources from one area to another or even make some kind of cut.

Also assess the need for new sales tools and materials, as well as human resources, that is, the team that currently delivers the results and hires that need to be made, according to what is most urgent at the time.

4. Redefining deadlines and goals

Finally, one more crucial item in the planning review: review the deadlines and targets stipulated before 2021 begins. Are they adequate to the current picture and possibilities now looming or do they need to be revised? This is a question that the manager must ask to avoid negative surprises at the end of the year.

And here, the assessment needs to be realistic and responsible. Not reducing or increasing goals according to needs or opportunities can be very costly for the company’s permanence and competitiveness in the market.

Tools to support the second half of 2021

When reviewing the plan, it is important to keep in mind that we will not have an easy second semester as we would like. Many challenges that commercial managers have been facing continue to exist and, therefore, the context continues to demand a lot from leaders.

However, it is possible to achieve good results with focused work and using the right resources.


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