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How to Create Better Sales Reports for Your Business


Sales reports are effective tools for providing critical data to businesses that affect their success. When done correctly, they can provide you with insight into your sales team’s performance, how well your products and services are performing, and how far you are from meeting your sales goals.

You can then make better business decisions with this information. This includes developing effective strategies for optimising your sales process, growing your business, and identifying your ideal customers.

That being said, before you can create effective sales reports, you must first fully understand what a sales report is and what kind of information it can provide.

What Is a Sales Report? 

A sales report is a log of your business sales activities within a specified time period. This information is organized in such a way that it communicates meaningful information about your sales goals. Depending on what is important to your business, it could include: 

  • Customer retention figures 
  • Sales pipeline coverage 
  • Sales quota revenue 
  • Daily sales revenue 
  • Opportunity win rate
  • New accounts 
  • Market share stats
  • Weekly sales revenue 

Getting Started: Essentials for Creating a Solid Sales Report

In today’s ever-changing business terrain, second-guessing critical business data puts your business at risk of failure. Therefore, to get the most out of your business sales report’s data, the tracking tools and techniques you select must be capable of providing useful data that you can use to gain insight into your customers’ most pressing needs and measure performance.

Sales tracking is a continuous business task, and knowing how to do it effectively is essential. Here are five steps you can take to get the most out of your sales reports.

1. Strive for Accuracy 

Your sales tracking data will only be useful if it is accurate. Only then will you be able to use the data collected to spot trends in your business sales activities.

To that end, try to collect data as soon as possible after a sale. This may appear to be excessive, but keep in mind that you are collecting large datasets, and it is critical to ensure that your data is complete. 

A point of sale solution, also known as a POS system, has proven to be an excellent way for many businesses to capture critical sales data. As a bonus, these systems include a variety of features that can be useful throughout the sales process. A restaurant POS system, for example, includes advanced features that allow restaurant owners to track inventory, sold items, special offers, and more.

2. Create Standard Tracking Procedures 

Set a standard for data collection when tracking sales activity in your company because you won’t be able to include every possible data set in your sales report. The key is to concentrate solely on data that will assist your company in meeting its sales targets.

This will ultimately assist you in gathering and analysing the appropriate data. It will also assist you in outlining the scope of your report, such as the time period to be reported on. After all, if the sales data is not unified, how can you expect everyone on your team to understand it?

You might find it useful to consider why you want to collect sales data in the first place. Do you want to spot patterns in your sales process? Do you want to know how effective your advertising campaigns are? Once you have determined your why, select metrics that reflect it.

If your goal is to determine the success of a promotional campaign, for example, a key metric to track is the number of customers who enter a code at checkout if your promotional campaign is for a discount sale.

As a bonus, consistent data collection frees up valuable business time. It also aids in the onboarding of new employees. Even the most talented sales representatives need time to learn your business’s distinct sales process, which starts with a set of standards.

3. Keep Things Simple 

It may be tempting to cram more numbers into your sales report, but more numbers do not always equate to better sales reports. The real challenge is creating a sales report that conveys the correct data. 

To that end, make certain that only relevant sales data is gathered, filtered, and analysed. Make every effort to keep your sales report as simple as possible. This way, you can concentrate on the important data and let the data speak for itself.

That said, a standard sales report should include key performance indicators (KPIs) such as net sales, number of goods sold, customer acquisition costs, and profits. Depending on your sales objectives, you may also want to include metrics for team performance, sales growth, new opportunities, and other factors.

You should also specify the time frame for the reports. It is usually a good idea to compare two different time periods of equal length. For example, compare the previous quarter’s sales report to the current quarter’s.

4. Choose the Right Visuals

Now that you have gathered the essential data for your report, you will need to figure out how to visually convey that information to anyone who might read it. With the right visuals, you can ensure that your business sales reports are easily understood by anyone who reads them.

Depending on the dataset that is informing your report, it could mean using more graphs than charts and vice versa. A pie chart is a great way to represent percentages and a simple line chart can fully flesh out the sales growth in a month. 

Regardless of what elements you choose and how you use them, keep in mind that the goal is for your sales report to be understood in an organic, intuitive way. 

Conclusion: Using Data to Increase Sales

Sales data analytics is being used by forward-thinking businesses to expand the frontier of value creation for their sales activities, leading to remarkable results in employee management, lead generation, pricing, cross-selling, and business profits.

This demonstrates how well-crafted sales reports can provide valuable insights that can help your business generate significant margin growth in sales as a result of better decisions. 

However, this is only possible if you can do three things exceptionally well: focus on areas where analytics can add the most value to your sales funnel, track these metrics, and use this data to develop smart growth strategies.

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