Sales controlling II: Effective tools for analyzing sales

The basics of sales controlling

• What can sales controlling really achieve? An overview of the most important areas of activity.
• You should definitely know these key figures: your management tools in sales.

Using annual reports wisely

• Why is it worthwhile for salespeople to work with annual reports?
• Analyze profitability and return on investment with ease – income statement and balance sheet explained!
• Use financial indicators as a basis for better sales decisions.
• How financial figures can be meaningfully incorporated into target agreements.

Get pricing and discounts under control

• Understanding margins and returns: What really matters?
• Assess discounts and bonuses realistically – weigh up opportunities vs. risks.
• Develop discount systems for mutual benefit.

Optimize communication in sales

• Plan and control direct advertising in a targeted manner – that way it remains profitable!
• Inspiring customers: The right use of events in sales.
• Social media in sales? Effective and efficient.

Understanding the customer journey

• How do your customers make customers —online, with AI, offline?
• Providing the right information at the right time in the right place.
• Performance management in cross-media sales.

Smart management of internal/external sales

• Clearly define phases and processes – so everyone knows what matters!
• Develop appropriate performance indicators for each phase.
• Use internal benchmarking to improve performance.
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