If you have read or heard about demand analysis and think. That it is only for large companies with high turnover, that it takes a lot of time or that. It is “a report that will go on the desk drawer”, then our article is definitely for you.
Quite often, rather abstract theses are heard. About demand analysis, recommendations can be difficult to transfer. To your business and use in work. We decid to analyze using a specific example how and why to evaluate demand for goods and services in even a small company.
Correct answer: let’s conduct an analysis
Open all leads in CRM (if you are currently. Keeping records in Excel, this will also work) or the Call. Log, if you use the end-to-end analytics of Calltracking.ru. It is best to take the last quarter or half-year as the period under study. So that statistical error, the influence of seasonality or other external factors will be minimiz.
First, we form a list of tags that we will ne. These could be:
Tags with request status: quality lead, bad lead, spam
Tags for products and services: cupcakes. Hearty pastries, Mousse cake, Berry cake, Swallow cake, Brownie cake
Tags with reasons for refusal from the client: no delivery, no requir product
Now it is necessary to mark all requests from clients with tags with the request status to make it easier to analyze.
Step 1: Analyze quality leads
We sort requests with the tag “quality lead” and mark them with tags by goods and services. Let’s assume that we have receiv statistics where we see that the “Berry” cake accounts for only 1% of all leads for the quarter. We check with orders from the CRM to make sure that this product is really sold in small volumes.
Probably, for the “Berry” cake, the confectionery shop buys expensive berries, which take up useful storage space, and because the products quickly spoil and are not sold on time, they are written off, which causes losses for the company.
Какое решение можно принять: на основе данных о количестве целевых обращений и продажах корректируем план закупок, думаем, что делать с запасами и нашей проблемной позицией из ассортимента: либо исключаем, либо наоборот — выделяем на нее рекламу. Возможно, жители нашего города просто пока не знают, насколько вкусный и невероятно эффектный торт есть в нашей кондитерской.
Step 2: Analyze unqualifi leads
We sort requests with the tag “unsuitable lead”. Using tags, we indicate what caus it: the requir product is not in stock, there is no delivery, the order cannot be fulfill at the requir time, etc. We group requests by tags and see that 20% of orders did not take place, since the bakery does not have a delivery service, and in another quarter of cases, customers request diet desserts, which were not in the bakery’s assortment.
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Step 3. Analyze the channels of requests
We look at the leads that didn’t suit us, but in the context of advertising channels. We see that there are applications from the same context, but a small percentage of conversion. If we dig deeper, for example, in Yandex.Direct, then we will understand from the tags that this is due to the lack of suitable product modifications: gluten-free and diet cakes.
But the blogger’s advertising work great: 30% of all purchases for the quarter were for the cupcakes that were prais in the stories.
In order to always have up-to-date data at hand buy bc data mexico lead and not spend a lot of time on analysis (especially on listening to incoming calls for these purposes), it is best to try to automate the process as much as possible. In terms of communication tools, you can tag calls, online chats and messengers, forms fill out on the website, letters from clients by mail.
The option is simple
Ask the sales manager to add a tag corresponding to the product to each request and call in the CRM. The downside is possible human error.
Semi-automatic option
If you use a call tracking service, then you most likely have access to the call recording and transcription function . This means that all calls are automatically convert to text. On the downside, you will still ne to skim through the text of calls and requests to add tags.
The most convenient option
We connect the end-to-end analytics and phone number it call tracking system . We make sure that call recording is enabl. Then we enable the automatic tagging function .
Autotagging works as follows:
You set up a list of tags that the system should track in all requests: be they calls, forms fill out on the website, online chats or emails.
The system pulls statuses from the CRM system in the form of tags (quality lead, unsuitable lead, spam, etc.) and assigns specifi tags to requests according to the product range
You will only have to make calculations if necessary.
