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This episode comes with a
companion free download.

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Head over to
resilientretailclub.com/strategy

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to get our free guide in creating
a sales strategy for your business.

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Have you ever had one of those
weeks where sales are quiet and you

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immediately start questioning everything?

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Maybe you wonder if people have stopped
buying, if your marketing isn't working,

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or you've somehow lost your touch.

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The reality is that most independent
retailers get this all the time.

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They have quiet times and busy
times, and it can feel really random.

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The issue is if you don't have a plan,
every day can feel like a roller coaster.

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Today, I want to share a simple
framework I've used with hundreds

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of retailers to move from reactive
to proactive when it comes to sales.

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So sales genuinely can feel really
unpredictable, and every single

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retailer that I've worked with,
including ones all the way up to the

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multi-billion-dollar businesses, they
all have quiet days versus busy days.

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The only difference really is that
in the really big retailers, they

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have so many stores and so many
different sales channels that the

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inconsistency tends to get smoothed out.

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But if it's just you and you have
one store or one website or just a

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handful of sales channels, it can feel
really difficult, and it can be one

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of the biggest confidence killers.

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It can be a real emotional roller coaster.

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If you've got a good week, you
feel like you've cracked it, and

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if you've got a bad week, you feel
like everything is falling apart.

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So having a sales strategy, it doesn't
eliminate quiet periods entirely.

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But what it does do is help you understand
what's happening and what to do next.

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So I'm going to walk you through in this
episode the four steps that you need to

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take in order to create your sales plan.

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So step number one is to
set an actual sales goal.

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Imagine if you were entering into
an archery competition or maybe

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you were just messing around and
trying out for the first time.

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Could you hit your target if nobody
told you where it was or what it was?

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Yet that's exactly how many
retailers approach sales.

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If you were looking at an actual, real,
physical target, you of course would want

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to know what it was and where it was.

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But many people go into running their
business without an actual plan.

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People sometimes don't want to set
targets because they're worried

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about missing them, but a target
isn't there to make you feel bad.

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It's there to help you make decisions.

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In terms of how you actually set
yourself a sales target, you can start by

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looking at your last 12 months of sales
and then review your recent run rate.

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So your run rate is how you're currently
performing against the year, usually

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by looking about the last 12 weeks
versus the same period last year.

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So for example, if you took £40,000
last year and you're currently 20% up

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on the year, you might expect to end
up taking £48,000 this year because

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that is your historical data plus your
run rate combined together at 20% up

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to give you £48,000. So this can help
you start with a realistic forecast.

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Important note, this number
doesn't have to be perfect.

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I just quickly pulled
that example together.

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You may feel like you really need
to delve in and spend ages and ages

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setting this number in your business,
but the truth is you probably don't.

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You just need to get a sense
of what seems realistic.

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It's just there to help give you a
guide, an idea to understand where it's

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likely that your business is going.

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And the number should feel
exciting, but achievable.

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Some people do this exercise, and
they realise that their number against

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the year means that if they apply it
to last year's, it seems like a huge

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number that they couldn't possibly
hit, and it feels overwhelming.

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For other people, they realise that
their current run rate against the year

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is not so good, and if they want to
really hit their goals for the year,

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they have to see a big improvement.

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So both of those examples, you may
decide not to just do that simple

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calculation by looking at your
sales last year plus your run rate.

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You may actually decide to pick a
different number that feels more

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in line with what you want to do.

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It feels exciting, but not unachievable.

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So most retailers tend to either set
themselves wildly optimistic goals that

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they don't actually have any concrete
plan in order to how to hit them, or

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alternatively, many of them end up
not setting goals at all.

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So the sweet spot sits
somewhere in the middle.

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Set yourself a goal.

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Don't spend forever coming up with it.

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Set something that seems realistic that
you feel excited about going for, but

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doesn't feel completely unachievable.

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Once you've set yourself a yearly goal,
and obviously we're partly through the

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year here, so you can look at the next
12 months, or you could just look at

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what you think you're going to take for
the rest of this year, including what

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you've already taken in the first six months.

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The yearly target, it can feel too big
and too far away, and it's often better

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if you break it down into milestones.

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This could be as simple as
breaking it down to what you think

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you're going to take every month.

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But ultimately, for me, the best
sales plan, if I'm working

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with a client, is to end up with
a sales plan by month, by channel.

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So that is what do you think
you're going to take on your website?

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What do you think you're going to
take on your store, or per

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store if you have more than one?

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What do you think you're
going to take on Etsy?

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What wholesale sales do
you think you're going to sell?

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How much do you think you're going to
take through markets and events?

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And then what other
channels apply to your business?

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I've worked with people who
have up to 15 or 16 different

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channels if they're selling across
lots of different marketplaces

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and in lots of different ways.

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Or you might just have one, you
might just sell in your store, or

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you might just sell on your website.

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It is going to be as simple or as
complex as your business is.

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But if you do sell across multiple
channels, I do recommend that you set

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yourself targets per channel because
that will help you really understand

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what's going on, what's doing better than
expected, and what's maybe not doing as

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well. The hidden benefit of looking at
your sales by month is that you start

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to see the rhythm of your business.

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You see how cyclical it is.

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Retail, it varies a lot
from month to month.

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It varies a lot by season.

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But you should start seeing year on year,
the longer you run your business, that

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these patterns will actually repeat.

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So for example, February is a month where
a lot of people end up feeling the pinch.

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They feel panicked.

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They've come off the back of busy sales
all the way through the fourth quarter,

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sometimes into January, especially
if you've got a clearance sale going on.

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But then in February
you get that quiet time.

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So many retailers think that there's
something wrong, think that they've done

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something wrong, feel like they've really
messed up, where in fact February is just

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a quiet month for many, many businesses.

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So understanding that seasonality
reduces your stress dramatically and

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you can instead think about what kind
of big tasks you could do in February

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to move the business forward for the
rest of the year instead of stressing

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about the fact that the business is
quiet. So then the third step. So first

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step is to set your goal for the year.

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Second step is to set your goal
by your month and by your channel.

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Step three is to create
a trading calendar.

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And so a trading calendar is something
that helps you break down what

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activities you need to do to support
your targets once you have them.

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Otherwise, you're just
hoping that sales happen.

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So you build yourself your 12-month
sales view by channel and by month,

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and then you need to look at what's
actually going to support that.

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So the best trading calendar combines
everything that's happening in your

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business from external events to
product launches, to your own promotions

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to understand what's going on.

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And the way that I would suggest
that you do it, you can either

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do it by week or by month.

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You would go through and for
each one you would ask yourself,

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what are the key retail events
that are happening in this month?

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So in other words, that could be
something like Valentine's Day or

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Mother's Day, it could be Christmas.

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But what are the key holidays or
purchasing reasons that your customers

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will have in this particular month?

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What are your seasonal moments?

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What seasonal things would you expect?

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For example, do you always get a big
spike in the summer because everyone's

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getting ready to go to festivals?

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When are you going to do promotions?

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So do you always do a Black Friday
deal, for example, or do you run

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your sale in specific months?

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And what product launches might you have?

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So an example might be in January,
you know that the key driver's

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going to be your clearance sale.

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In February, you have got
Valentine's Day coming up.

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In March, in the UK, you have Mother's
Day, and then Easter in April, a summer

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launch in May, and so on and so forth.

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Once you have mapped out your 12
months like this, you are able to

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start seeing where there are gaps.

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Where are you overloaded with
lots of different messages?

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Do you have times where you're
doing a sale, but it's also a key

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selling period for your customer?

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Are you celebrating your business
birthday with a discount, but it's

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also the launch of brand-new products?

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The mapping out of your trading calendar
across the entire year allows you to

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see where there are too many messages,
but then equally, where are there gaps?

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Are there months where there are no
real reasons for customers to buy?

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And if that is the case, then you
need to make up your own campaigns.

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I think one of my
least favourite terms is the term picky

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bits, but I was admiring the fact that M&S
decided that the 27th of June or something

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like that was National Picky Bits Day,
which they've totally made up, but it's

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given them a reason and something to talk
about with their customer and something

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to hang their promotions together around.

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So if M&S can make up National
Picky Bits Day, you can make

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something up for your business too.

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So have a think about what it
might be and what message you want

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to pass on to your customer to
get them to think about buying.

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And there may be other ones that are
really relevant for your business.

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It could be Fairtrade Fortnight.

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It could be National
Independent Bookshop Day.

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Who knows what it is?

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But look for those reasons
for you to tie into something

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topical in your calendar or some
reason for people to buy from you.

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Your sales strategy and your marketing
strategy should be connected.

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The trading calendar becomes the
bridge between those two things.

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You may also, for example, see that
you have got product launches, key

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product launches, that that really
becomes your entire marketing strategy.

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If you have enough new product coming in,
you don't need to invent these

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other reasons for people to buy.

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The reason that they'll buy is that
you've got something new to offer them.

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It's not about being more creative, it's
often about just being more prepared.

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And if the idea of planning your year
out in advance makes you feel absolutely

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sick to your stomach, and for some people
they can't bear it, even if you just put

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the skeleton into place without trying
to put too much detail, it allows you to

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be spontaneous and to come up with new
ideas and different perspectives closer

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to the time, even though you haven't…

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You don't have to map it all out.

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You don't have to get
all of the detail right.

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But you just have to know each month,
and ideally each week, what it is

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that you're going to be talking about.

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It also won't take as long as you
think to map out a whole year.

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It sounds like such a long job, but
once you sit down, you could probably

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do it in an hour to an hour and a half.

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And the other really important thing
to remember is that although retailers,

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as I said, retail is very seasonal,
it shifts a lot throughout the year,

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then year on year it should be similar.

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So if you've done it once, then you
can no doubt whip the same trading

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calendar out each year and just update
the months instead of having to start

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from scratch each time. And then the
fourth part is to track what matters.

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So as I spoke about in last week's
podcast, there's already more information

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in Shopify than you will ever use.

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So it's not about creating more
reports or getting more analytic tools.

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It's just about tracking on a regular
basis how your sales are doing.

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On a weekly basis, you could
track your sales by channel, your

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year-on-year performance, your
progress against your target.

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You can also make yourself a note, this
is really useful, to understand what was

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happening in your business at the time.

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For example, depending on the retailer
that I worked for, we would find that

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the World Cup could either be a sales
driver because people wanting to go

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out and escape from the football, or
it could, for some retailers, it was

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a real sales impact because everyone
was just too absorbed in the football

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to think about going shopping.

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So depending on the year, depending
on the tournament, depending on

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the type of retailer that you are,
something as big as the World Cup

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may have impact on your sales.

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So make sure you're making a note of
that on a weekly basis because this

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time next year when you come back
and look at your sales, you'll wonder

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what happened, what was different.

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And if you don't have that noted down,
then it can be hard to piece it back

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together because we do forget a lot.

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Yes, you can look back at your diary,
at your calendar, but it's much easier

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to just simply make a note of your sales
each week and to note anything major,

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whether that's weather-related or big
events happening in the world, or simply

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something that you did in your business
so that you've got context for

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what your sales performance was when
you're looking at it in the future.

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And then on a monthly basis, have a
look at your sales versus your target.

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Take a look at your
sales versus last year.

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Take a look at things like your conversion
rate, your average order value, and your

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returning customer rate to help you keep
an idea of how your sales are doing

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each month. Future you will be grateful for
having these notes and this context.

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And looking at these things on a monthly
basis can make sure that

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you keep moving it in the right direction.

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So for example, if you're keeping an
eye on something like your average order

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value and you're doing work to improve
that, you're trying different things

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to increase your average order
value, if you track it once a month,

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you'll be able to really understand
whether or not it's

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working, whether you're actually
making progress towards your goal.

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So retail will never be
completely predictable.

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There will always be peaks and troughs.

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The goal isn't about
having better forecasting.

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It's about making better decisions.

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So in terms of your four-step plan
to setting yourself a sales strategy,

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create a sales plan, number one.

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Number two, create monthly
targets by channel.

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Number three, build
yourself a trading calendar.

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Number four, track and
review consistently.

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So a lot of the time people think there
is a magic answer when it comes to growing

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sales, but usually what moves the needle
is having a simple repeatable system.

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And then also if you have it all mapped
out like this, it will help you when

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your confidence does take a knock.

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If you're having a wobble, if you've
got it all mapped out, you know what

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your next steps are, then you're able
to move forward and do what needs to

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be done as opposed to feeling stuck and
not knowing what to do or feeling very

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reactive thinking, "Right, well, sales
weren't great this week, so maybe I'm

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00:15:09,404 --> 00:15:13,174
just terrible at this," instead of being
able to say, "Okay, well, I've got a plan.

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I've got a new campaign
coming up next week.

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00:15:16,634 --> 00:15:18,294
I've got new products that I'm launching.

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I know what I'm talking about," and
having that real clarity of vision in

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terms of what you need to do, where
you need to go, and the actions that

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you need to take to get yourself there.

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00:15:27,154 --> 00:15:30,474
So ask yourself now which of
these four steps is missing from

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your business right now, and pick
one and implement it this week.

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00:15:34,339 --> 00:15:37,989
And if you want a clear, simple
guide to creating a simple sales

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strategy for your business,

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00:15:39,319 --> 00:15:42,489
head over to
resilientretailclub.com/strategy

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00:15:42,659 --> 00:15:44,889
and download our free guide today.

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00:15:44,949 --> 00:15:50,269
That is resilientretailclub.com/strategy,
and get our little simple guide to setting

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00:15:50,289 --> 00:15:53,039
up a sales strategy for your business.

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00:15:53,359 --> 00:15:54,679
Thank you so much for listening.

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00:15:54,689 --> 00:15:58,589
Why not take a moment to like,
follow, or subscribe to the podcast?

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00:15:58,629 --> 00:16:01,009
And you'll be the first to know
about each new episode when

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00:16:01,009 --> 00:16:02,499
it comes out every Thursday.

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00:16:02,569 --> 00:16:03,379
See you next week.