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Sales management · Performance evaluation

Find out which few customers and products carry the whole business.

Sales volume analysis shows how sales moved by product, territory, customer and rep. Pareto analysis then ranks customers and products by revenue and margin to show where the money concentrates. This page covers the tables to build from your invoices and the decisions each table should change.

Tell us what you needor call +91 80958 58589

Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

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In one paragraph

Sales volume analysis shows how sales moved by product, territory, customer and rep. Pareto analysis then ranks customers and products by revenue and margin to show where the money concentrates. This page covers the tables to build from your invoices and the decisions each table should change.

A building-materials distributor in Nagpur exports a year of invoices from Tally and sorts the customers by value. Six dealers are above half the total. The owner had been splitting rep time evenly across sixty dealers.

Two tables do this job. The volume table compares each product, territory, customer and rep this period with the last one and with what was possible. The Pareto table sorts the same rows from largest to smallest and adds a running total, so you can see exactly where the line crosses eighty per cent.

The owner or the accounts head builds them, and the sales manager reads them. They replace the feeling that things are fine because the month's total is up. A total can rise while your best five customers shrink.

This sits before the profitability page, which asks what each of those rows costs to serve, and next to territory planning, which decides who covers what.

Where this sits

Topic 12 of 14 in sales management: performance evaluation. Judging reps and the business fairly and regularly.

The topic before
Territory management

If you want this done for you

You can see last month's sales and nothing about why it happened.

Read the revenue analytics and intelligence page

The work

What this is actually like.

  • “Growing and losing ground at the same time”

    Your sales of a product can rise by a tenth while the market for it rose by a fifth. The volume table needs a column for potential, even a rough one from the dealer's own stock count, or every rise looks like good news.

  • “Run it twice, on revenue and on margin”

    The top ten customers by value are not always the top ten by gross margin. One big buyer on thin rates can rank first on the first list and nowhere on the second. Decisions about coverage need the margin list.

  • “Distributor-level and retailer-level are different tables”

    Your invoices go to the distributor, but the shelf is the retailer. If you have secondary sales data from the distributor, run the table again on it. Primary sales look healthy while stock piles up in the godown.

  • “The tail is not automatically waste”

    A long tail of small buyers may be future big ones, or it may be a time sink. Look at how long each has been a customer and whether their orders are growing before you drop anyone. The table only tells you where to look.

What we do

What you end up with.

The documents this topic produces, what each one is for, and how you know it is finished.

  1. The raw data sheet

    Invoice date, customer, product, quantity, value, rep and territory, exported from your billing software or from the GSTR-1 file for the period. Filled by accounts, checked by the sales manager against the ledger total.

    Result: Finished when the sheet total matches your sales ledger for the same dates.

  2. The volume trend table

    Rows for each product, territory, customer and rep. Columns for this period, last period, the same period last year, the change and a potential figure. Built by whoever knows the data best.

    Result: Finished when every row with a fall of more than you can explain has a reason written beside it.

  3. The Pareto table

    Customers ranked from largest to smallest by revenue, then again by gross margin, with a cumulative percentage column. A second copy for products.

    Result: Finished when you can state in one sentence how many customers make up eighty per cent.

  4. The coverage decision

    A list of the vital few with the named person responsible for each, and the visit rhythm agreed. Everything outside the list gets a lighter, cheaper route such as a call, WhatsApp or a distributor.

    Result: Finished when every top customer has an owner on your side, and the owner knows it.

  5. The refresh note

    One page saying when the tables are rebuilt and by whom, so the next run takes an hour and not a day.

    Result: Finished when the next run date is in a calendar.

Why us

Why owners pick GullySales over an agency.

  • Marketing and sales, as one job

    Most agencies stop at the enquiry. We also fix what happens after it: the reply, the follow-up, the quote and the CRM.

  • The person on the first call does the work

    No account managers in between. You are never handed to someone you have not met.

  • A baseline before anything starts

    Your numbers are written down on day one, so every later report compares against something honest.

  • The fee in writing, split three ways

    Our time, your media spend and production on separate lines. You always see what goes to us.

  • No guarantees we cannot keep

    The term is agreed in writing and never a default twelve months. We never promise a ranking or a lead count, because nobody controls those.

  • One office, and we say so

    Nagarbhavi, Bengaluru. We work across India by call and WhatsApp and travel when a session needs to be in person.

#257, 3rd floor, Sri Nanjundeshwara Complex, Nagarbhavi 8th Block, Outer Ring Road. How we work.

Your brief

Tell us what you need, and we will read it before we call.

Eight short steps about your business, what you want and who decides. Most questions are a tap, and you can skip any you would rather answer on the call.

Tell us what you needor call +91 80958 58589

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Do I need exactly an 80/20 split?
No. The numbers are a way of speaking. Your split may be seventy-thirty or ninety-ten. What matters is that you see how concentrated you are and act on it.
How far back should the data go?
Take two full years if you have them, because a single year may include a bad monsoon or a one-off order. If you only have one year, treat the result as a first draft.
Can I do this in Excel?
Yes. A pivot table on the invoice export, sorted largest to smallest, with a running total column, is the whole method. Nobody needs special software to start.
When should I speak to my CA?
When the numbers do not match the ledger, or when you want to separate GST, returns and credit notes properly. Your CA can tell you how to clean the export before you analyse it.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts. For sales work it is mostly our time, with production only where scripts, decks or CRM setup need it.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
Fixes to reply time and follow-up are the quickest to show, because the enquiries already exist. Process, CRM and training changes show as the team uses them. Each one is tracked against the baseline.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
To start, last month's enquiries in any format and time with whoever handles them. After that, access to the accounts the work touches, such as the website, Google Business Profile or CRM.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

Where to go next

The work that carries this topic further.

Services

The rest of performance evaluation

Or read all of sales management.

Your next practical step

Tell us what you are trying to grow, and we will read it before we call.

Eight short steps, mostly taps. Skip anything you would rather answer on the call.

Tell us what you need