Fishbone Diagram Analysis of Unmet Sales KPI
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Fishbone Diagram Analysis of Unmet Sales KPI
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Personnel dimension
First-level reason: The sales team has uneven capabilities
The new sales training cycle is too short and the product knowledge is unfamiliar
Lack of practical accompanying visits and insufficient sales skills
Old sales lack continuous incentives and reduce work enthusiasm
Team loss and customer handover is not in place
First-level reason: Inadequate sales management
Insufficient daily follow-up and weak process control
Lack of standardized sales processes (SOPs)
Weekly and monthly reports are mere formality, and problems are not exposed in a timely manner
Product dimension
Primary reason: Insufficient product competitiveness
Compared with competing products, core functions are missing
High pricing, loss of price-sensitive customers
Product iteration is slow and customer needs are not responded in time
Product quality issues lead to customer complaints
Primary reason: product is out of touch with market
Product positioning is unclear and it is impossible to accurately reach target customers
The customer demand information conveyed by the marketing department is inaccurate
Channel dimension
Primary reason: Insufficient channel coverage
The direct sales team covers a limited area
Inadequate agent management and low channel enthusiasm
The construction of online sales channels lags behind
Primary reason: Low channel efficiency
Customer acquisition costs (CAC) continue to rise
Channel conversion rate is lower than industry average
Price dimension
Lack of flexibility in pricing strategies and lengthy discount approval processes
Lack of differentiated pricing, high-end/low-end customers use the same set of prices
When competitive products reduce prices, we lack a quick response mechanism
Promotion Dimension
Insufficient marketing efforts and low brand awareness
Promotion content does not match target customer needs
Lack of targeted industry cases and customer success stories
External environmental dimension
Macroeconomic downturn, customer budgets tighten
Industry competition intensifies and price wars are serious
Changes in policies and regulations have affected customers in some target industries
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