Mind the Gap

GAP analysis is all about identifying where you are now, where you want to be and the necessary steps to achieve this future outcome. CEO Andre Alford, takes a look at some of the questions and actions you need to take, to ensure your sales performance goes up a level.

Are your competitors racing ahead?

  • Consider conducting a conversion cost per customer audit, for each sales channel.
    • Which channels cost the least to gain a new customer?
    • Do some channels attract higher spending customers than others?

What is stopping your sales growth?

  • Identify issues preventing you for expanding your best performing sales channels at a quicker rate.
    • Is the lack of resources holding you back?
    • Is the lack of skills holding you back?
    • Is the lack of product knowledge holding you back?
    • Is the lack of money holding you back?

Identify what needs to change

  • Identify what skills you and your senior management team need, to support business expansion.
    • People management skills
    • Technology skills
    • Project management skills

What do your employees contribute?

  • How much profit do your employees contribute per hour per person?
    • Ask them if they have ideas to improve productivity.

Consider alternative solutions

  • Can the work be outsourced at a lower cost to your business? Have you shopped around for quotes?
  • Is it cheaper to bring in subcontractors? Get in some quotes.
  • How does it affect the customer if the work isn’t done at all?

If you would like a 1-2-1 with a Chartered Marketer to explore how to improve your sales, then please book here.

Published by Andre Alford

As a registered Chartered Marketer since 2013, Andre has supported the growth of four businesses totalling £61m in combined additional revenue. He has full service marketing experience ranging from product definition to organizing tradeshows, PR campaigns and advertising campaigns. Previously a Chartered Engineer too, Andre is a person of considerable vision that has enabled him to come up with multiple innovative ideas and patents. His management experience comes from managing large teams, large projects and from being a director on the board of a web-directory service. Andre’s management style is a coaching-type one, where he enjoys helping others to discover and exploit their natural talents.

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