sales planning

Sales Planning is a measure of sales controlling and describes the division of an entire sales period into individual sub-periods with the aim of holistic sales optimization.

In the individual sub-periods, certain products are promoted with corresponding incentive systems (e.g. discounts). When defining the individual periods, the timing and sequence is of particular importance. If time periods for individual products are too long, saturation effects occur. In contrast, if time periods are too short, customer confusion or dissatisfaction can arise. The sequence of the individual periods can be either pro-cyclical or counter-cyclical.