The company is a market leader in its areas of specialisation
and retains a large sales force to carry out extensive
one-to-one calling on GPs, group meetings and promotional programmes.
It was unsure of the relative return attributal to the
different types of sales activity and wished to carry out analysis to
improve understanding.
Forecast Solutions was selected to carry out a demand analysis based on
extensive historical sales data and information on sales activities.
The study was carried out at brick, region and national level
to explore through detailed regression analysis the effects of sales
call frequency, missed calls over various time frames, organised group
meetings and promotional activity. Both internal and
total market data were used and care was taken to allow for seasonal
characteristics in market size and share.
The study identified the most profitable types of sales call activity
that were successful in driving market share, helping the company to
focus the efforts of the sales team.
