Can you identify the seasonality of the products or services you offer? Understanding sales seasonality is essential to maintaining the financial balance of your business, as well as helping you manage your team.
We have prepared this post to help you understand what sales seasonality is and how it directly impacts sales results, so you can prepare to implement other strategies. If you want to know more, continue reading below.
seasonality in sales
What are the advantages of managing seasonality?
What is seasonality in sales?
A seasonal sale is directly linked to seasonal events, that is, occasions that occur at a certain time of the year. Such as holidays, seasons, the World Cup, among others. Have you noticed how sales increase at Christmas? Just like winter coats, which tend to sell more in winter.
Seasonality is the period when there is a high demand for certain products. Understanding how seasonality works in sales can help you control your business and devise strategies to maintain consistent profits.
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Types of seasonal sales
There are 4 types of seasonality that can influence your sales, whether of products or services:
Daily : food companies and restaurants have daily demands, usually at meal times, such as lunch and dinner;
Weekly : demands occur on certain days of the week;
Monthly : some companies have demand at the beginning of the month, when consumers receive payment. Others have better sales in the middle of the month, when customers usually pay;
Annual : they are easier to detect due to annual events, such as Mother's Day. In addition, there are companies that are more in demand at the end of the year, such as consultancies, to outline strategies for the following year.
Even with different sales periods, understand architects email list how the customer journey works , to delight them and know how to transform them into qualified leads.
7 tips to prepare yourself
Understand how to prepare for seasonal sales, aiming to keep your team engaged and stabilize profits to avoid sudden drops that could affect your business.
1. Know your company and the market
Understanding your segment’s market well is the most important factor in knowing how to deal with sales seasonality. This way, you can predict the main threats and find quick solutions to solve this problem.
Knowing your company and the products you sell allows you to visualize the best ways to get around the situation, such as launching new products, offering discounts, packages and more.
2. Understand your customer
Understanding your customer and their purchasing behavior will help you predict seasonal fluctuations in sales. It also allows you to develop strategies to reach new audiences. Learn how to provide good after-sales service to maintain the loyalty of new customers.
3. Analyzing your competition
Analyze your competitors, find out what they are doing and what is working. See how they deal with market fluctuations and seasonal events, so you can gain new insights.
4. Establish a realistic sales plan
Establishing a realistic sales plan is one way to maintain the stability of your business. This way, you won't get frustrated with unattainable goals that you haven't met , unlike sales that didn't reach the target they should have. In the latter case, you need to analyze the difficulties that caused the drop.
5. Encourage the sales team
Keep your sales team engaged and know when to motivate them to achieve the best goals. In addition, during low seasonality periods, invest in training to increase sales , improve service or implement new process optimization tools.
6. Have a variety of products
To maintain good sales throughout the year, have a mix of products or services that can stand out at the right times. This way, in addition to maintaining constant sales, you can have inventory control, so that you don't run out of or have excess products.
7. Invest in marketing
Investing in marketing can result in great sales. Take advantage of seasonality to your advantage and create campaigns that reach and meet the needs of your target audience. This way, you can analyze the conversion rate to plan the next steps.
What are the advantages of managing seasonality?
Knowing how to manage sales seasonality has several advantages, such as controlling inventory, logistics processes, team management, as well as maintaining the financial health of your company.
Cost reduction : knowing the seasonality of your products allows you to manage your business more assertively. This reduces costs for purchasing raw materials, production and even new hires;
Increased profits : with well-defined strategies and goals, it is possible to increase profits and still retain your customers ;
Healthier routine for employees : by understanding sales seasonality, teams can work calmly in both high and low demand periods;
Intelligent and efficient processes : well-structured companies that can deal with seasonal fluctuations achieve good results. In addition, they have defined and optimized processes that ensure efficiency at all stages.