Identifying buying behaviors to drive sales
Editors note: this is part two of a series.
For simplicitys sake, lets assume you have six products with only one size of each, but as a next step
you should really understand where your sales would come from.
Lets examine this hypothetical example:
Source of Sales
The figure below expresses this data in a chart.
As the pie chart shows, the restaurant chain captures sales of fairly diverse products by a variety of
customer types: 20 percent of your revenues come from green salads, 20 percent from smoothies and 22
percent from double burgers.
As a next step lets take a look at those consumers. A traditional strategy might look at customers in a
block of Adults 16-45 or something similar. However a core strategy would seek to understand the true
About the author
Marcelo Salup's 30+ years career in advertising covers a wide range of everything. A wide range of roles -he began his career on the creative side, won 2 Addies, changed to media, included strategic planning and consumer insight and has been an agency owner several times. A wide range of venues: Spain, Latin America, International and the U.S. A wide range of clients that go from automotive through banking, electronics, fast food, soft drinks and much more. His professional philosophy can be summed up in four words: “Only performance is real”. Today, he runs a successful strategic planning consulting, Iffective.Website