Using daily and/or weekly sales reports with your team may be the single most powerful action you can take to increase your team’s performance. Don’t believe us? We’ll convince you with an example from another sector – fitness. Let’s say a friend of yours has a goal of losing 10 pounds of fat, or gaining 5 pounds of muscle, over the next 2 months. Your friend excitedly tells you their plan, and all of the actions they plan to take to achieve their goal. “I’m going to cut out carbs, start walking everyday, and drink tons of water” he says with a smile on his face. “I think it’s great that you’re committing to fitness,” you reply. “How are you going to keep track of your goals?”
At this point, if your friend said something like, “Well, I’m not going to until I’m about 6 weeks in. But I’m going to try really hard so I know I’ll hit my goal,” you would probably question your friend’s judgement. You would think – yes, it’s all and well to try hard, but if you can’t keep track of your progress, how will you know if:
- What you’re doing is working at all?
- Whether you’re doing the right things, but you need to do more of them?
- Whether you need to change course radically to hit your goal?
To use another example, one secret that good cooks use is to taste their food constantly as they are preparing it. They know that if you only start tasting the dish near the very end of the cooking process, the food is too far along to change much. So they taste test frequently throughout the whole process.
These personal life examples may seem obvious, but when it comes to building businesses and driving revenue, many teams miss these lessons.
What Is A Sales Report?
A sales report, or sales analysis report, gives an overview of the state of the sales activities within a company. It shows the different trends happening in the sales volume over a certain time, but also analyzes the different steps of the sales funnel and the performance of sales executives. They give a snapshot of the company’s exercise at a specific moment in time to assess the situation and determine the best decision to make and the type of action to undertake. Sales reports help in finding potential new market opportunities where they could improve the results.
They can be of various forms: a daily sales report format will track metrics that are relevant on a daily basis: number of phone calls or meetings set up by a rep, number of leads created. A typical weekly sales report template can monitor the number of deals closed by the team or the revenue generated. A monthly sales report format will provide a bigger picture of the activity of each sales rep or the team as a whole on various tasks.
There are also different types of sales reports that will focus on different aspects: the sales performance in general, detailing the revenue generated, the sales volume evolution, measuring it against the sales target pre-set, the customer lifetime value, etc. There are also reports focusing on the sales representative themselves and their sales cycle performance, from lead generation to closing a deal.
What Is The Purpose of Sales Reports?
Think of sales reporting as your “navigational aide” for steering your sales team in the right direction. Modern sales analytics software will help you to get actionable sales insights to drive future revenue and crush quotas. They make things crystal clear for your sales team as far as what’s important and what they should be working on.
If a sales team sets an ambitious quarterly goal of closing six figures in new revenue streams, and then check the progress about two months in… only to realize that they’re way off target from hitting their goal. They were probably busting their butts to make their goal become reality, but just working hard isn’t enough.
You need to work hard, on the right things, at the right time. In other words, you need to work hard with intention and awareness. And that’s what daily and weekly sales reports help you achieve. They give you indications of how your team is performing on a constant basis, so that you can course correct things as needed.
As long as you’re not overloading your team with too many KPIs, by using reports you can show your staff, “Hey, these numbers are crucial to our success. So we’re going to keep track of them on a frequent basis.”. When your team has a set of simple, clear KPI examples they need to execute on, they can invest all of their energy into drumming up revenue – instead of wasting time thinking about what they should focus on next.
For example, let’s say that you’ve been doing an aggressive cold calling campaign to drum up new business. If you use a weekly report, you might find after a week that NOBODY has made any significant progress. Knowing this, you can switch to another strategy in time to still hit your monthly revenue goal.
Granted, all of this information depends in large part on your sales cycles. If you have a massively expensive enterprise software package that often takes half a year to close, then a monthly report would be your version of a weekly report, and your weekly report would be similar to a daily report for other businesses with shorter sales cycles.
Now that we’ve hopefully convinced you of the importance of using daily and weekly reports, let’s move on to some examples – we’ll even finish with some monthly reports!
How To Make A Sales Report?
When you write a report you need to keep your final objectives in mind. To master the report writing, there are a couple of crucial question that you need to ask yourself: who are you reporting for, and why? Is this a weekly check-up or an assessment of a situation or a campaign project? What is the time period of the report? What is the main message you want to share?
Once these questions have found an answer, you can easily articulate your report accordingly. Here’s how to do it:
- Define your audience: before writing, think about who will read and what they need to know. Consider their background as well and if they are familiar with the jargon you might use.
- Define the purpose of your report: sharing monthly advancement with top management, or just having the weekly overview and analysis of the sales objectives with your team. Both reports will have a different structure and the info you will share will also be very different.
- Decide on a time period: that means that you can create a daily as well as a monthly report, or choose to display the data of the last quarter or year.
- Gather the right data: since you have set specific KPIs to track, you now just need to compile them all together and analyze them with the help of business analytics tools. They are specifically designed to ease your data analysis and create compelling sales reports in no time.
- Visualize and communicate your findings: the most important part, once you have analyzed and dug out insights from your data, is to convey this information to your audience. Using a professional dashboard that works with real-time data will always let you up to date when sharing your insights.
- Provide context: an aspect often forgotten, when we are deep in the reporting mindset, is that numbers never tell the full story. Provide some background and a bigger picture to the figures, especially if you are presenting a weekly sales report template for instance: how was the situation been the month, the quarter? Is the general trend going up or down?
- Get creative! When building your report, add a little bit of fun or a more personal touch that will catch the attention of your audience and make you more confident while presenting!
How To Write A Sales Report To Your Boss
All of the steps mentioned above apply when writing a daily, weekly or monthly sales report to your boss. However, this time your audience is already defined and specific – you are writing for direct and/or top-management. So here’s what you should additionnally consider when writing to your boss:
- Focus on what matters to your boss: choose the right metrics. During the writing, you will have to keep in mind why your boss needs the report, and focus on giving the precise information she or he needs to make the best data-driven decisions possible. When gathering the data, select the very metrics that matter to them: sales growth, the targets previously set and the state of achievement, the sales revenue over the month or the year, etc. Remember that data is the centerpiece of your report so spend some time collecting and organizing it clearly.
- Visualize the data to communicate it better. To make it easy to grasp in a simple glance, instead of adding up one after another a succession of graphs, you should opt for the overview that provides a dashboard. To visualize all of your metrics together in an effective way, dashboards are key – and you can take some inspiration from different dashboard examples and templates. The advantage of using such dashboards is that you will always present up-to-date information, as they work with real-time data. No more stress over synchronization and updating files a hundred times!
- Don’t forget the executive summary. To finish with, do not forget to add an executive summary. That summary might be at the beginning of the report, before you introduce your data and findings, that will still be the last thing you will write. Indeed, it will summarize the major insights drawn out, but also question the next steps. Top-management do not always have time to go in details, so this is why you need a summary paragraph that lists the salient points.
6 Daily Sales Report Examples And KPIs
When it comes to daily reports, you don’t want to get too focused on outcome dependent metrics. Instead, you want to focus more on process metrics. What’s the difference?
An outcome metric is something like revenue earned, or accounts closed, which your sales rep can’t directly control. A process metric is something your sales rep can directly control, like how many calls they’ve made, emails they’ve sent, or meetings they’ve set up.
On a daily basis, your reps are simply going to have some bad days and some good days due to reasons beyond their control. So, seeing that a rep has one low earning day, and then calling them into your office, would be a little premature, and arguably an example of micromanagement.
However, if several days in a row are pretty bad, or if a week goes by where your reps aren’t performing at their normal standards, that’s a pretty good sign that you might want to ask them what’s going on. Maybe they need to learn some new skills – or maybe their dog just died and they’re in a bad spot. Either way, it’s your role as a manager to support them. Hereafter are some examples of KPIs you can track in a daily sales report template.
1) Number of sales/closed deals
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Quite straightforward, this KPI counts the number of sales performed on the day. This is particularly important for small retailers who have a lot of items with low-added value, and who hence need to close as many deals as possible to make a profitable margin.
2) Number of meetings set up by rep
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While you can’t actually force a potential customer to set up a meeting with you through sheer force of will, you can mostly control how many meetings you set up. Take note that we’re not keeping track of phone calls and/or emails send out explicitly, as while those KPIs can measure effort, they can also be manipulated quite easily.
And this contains an important lesson about KPIs, even daily ones – they have to serve your overall goals. If your daily KPI measures something that doesn’t contribute to your overall goal, it’s not valuable. All in all, it’s hard to have too many sales meetings set up, and that’s what makes this KPI useful for displaying in a daily report.
3) Number of opportunities created
An opportunity is basically a lead that gets qualified, because of the good response and interaction it had – meaning, this is no junk email address nor fake phone number. An opportunity can be a conversation that ends on a meeting, paving the way to further sales interaction.
4) Number of client conversations by rep
This is the equivalent of: “How many phone conversations and in-person meetings is each rep having, each day?”. Again, all else being equal, a rep who spends more time talking to customers is going to generate more results for your business than a rep who isn’t.
This is assuming that you are qualifying your leads properly of course, which at times can be easier said than done.
5) Number of touch points created by rep
This is a tie-in metric that looks at:
- How many emails were sent to a potential customer that has at least shown interest
- How many phone conversations were had, and/or voice mails left with potential customers who have shown interest
With this metric, we’re trying to provide an overall “effort” KPI for each rep without making things too easy to manipulate. That’s why it can be useful to specify that in order for an email or phone conversation to count, there has to have been prior contact with a customer identifying them as a lead.
6) Number of new leads created by rep
This is a pretty straightforward report. If you’re worried about reps boosting their numbers with low-quality leads, you can identify specific qualifications for leads and base your report off those numbers.
6 Weekly Sales Report Examples And KPIs
A week is arguably the perfect unit of time to measure individual sales rep performance by. A month is often too long of a time frame, leading you to miss out on course correction opportunities until after the fact. And a single day is often too short to see any real, meaningful outcome dependent information. Of course the perfect time to measure sales rep performance depends on your business model, too.
1) Sales Volume by channel
This is a bit of a more “strategic” KPI that can also be used effectively on longer time scales. Essentially, this report shows you what physical areas and methods of customer acquisition are pulling in the most revenue.
The total sales volume can make it easy to see where you should be prioritizing your sales efforts so that you can adjust accordingly.
2) Revenue closed by rep
While a week may be slightly too short to get a meaningful revenue metric (depending on the length of your sales cycle), this is still a useful report to run. For shorter sales cycles, you’ll certainly be able to see trends by rep over 2-3 weeks.
For longer sales cycles, this report may provide some insight into what times of the month your reps tend to close sales, increasing the accuracy of your future projections.
3) Opportunity-to-Win Ratio by rep
This report displays a straightforward sales KPI that shows how effective each of your reps are at closing their opportunities. While some variance is to be expected, if one rep is dramatically better than the others, it’s possible they’re getting the best leads. Or, it’s possible that this rep has some skills they could teach the rest of your reps.
If a rep isn’t closing at the same rate as his or her colleagues, this could just be a fluke – at least on a weekly basis. But if these weekly reports continue to indicate the same trend, it could be time to help this rep out.
4) Client meetings attended by rep
This is very good for a weekly sales report format. While in a day, it’s hard to get meaningful conclusions from how many meetings are being attended by each rep, a week timeline shows a different story.
These meetings can either be virtual or in person, but either way, successful sales reps are going to be having them consistently, and this report will show you how they’re doing.
5) Lead-to-opportunity ratio
Tracking this metric weekly will let you evaluate the number of unqualified versus qualified leads. A qualified lead usually is an opportunity, ie. positive interaction that leads to a face-to-face meeting or a phone call, opening favorable circumstances for a closing a sale. The lead-to-opportunity ratio tells you the amount of leads you need to stay on track with your objectives in terms of revenue. Once you have a baseline ratio, you know how many leads you need to create to reach your target growth – and at the same time, you have a revenue that is predictable.
6) Lead conversion ratio
As the name states, this report will track the number of leads that end up in a “win”, ie. that turn into paying customers. This is one of the most important ratio for a sales team, as it gives a baseline to determine the number of leads the team needs to meet business objectives. It will depend of each company and industry, but generally, a low lead-to-conversion ratio will alert you on the weakness of your sales pipeline.
4 Monthly Sales Report Examples And Templates
To dig a bit deeper, we will also briefly introduce some monthly sales reports that can be of help. A month will provide a broader feeling of how your sales reps are performing in the long run, even though, as we mentioned earlier, it can be too long for you to implement correction to avoid missing out on opportunities before it is too late.
1) Sales cycle length report
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This monthly report is covering the totality of your reps’ sales funnel, from the opportunity to a closed deal. It will outline the performance of each rep and point out how good they are at closing deals, and how long it takes them to get there.
Visualizing these metrics will help you in determining the strengths and weaknesses of each individual, providing you with the information you need to respond accordingly.
2) Sales conversion report
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Here’s a report which is complementary to the previous one: you are able to see how effective your reps are at converting the leads into sealed deals, after hitting every step of the funnel to get there.
By analyzing each stage of this funnel, you have the opportunity to identify where an issue may occur and address it, so as to increase your sales conversions
3) Sales & Order report
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Another monthly sales report template that can be helpful for online retailers. With so many orders to handle, it can be sometimes difficult to keep track of everything that is sent out – but mostly returned. Increasing sales volumes is what every retailer aims at, but managing to keep the return process in the loop will help you greatly on many levels. First, you can see in which quantity your items are returned and secondly analyze why. This is key to figure out where the problem lies and troubleshoot it as fast as possible.
That way, you can easily increase your customers’ satisfaction, and we all know that a satisfied customer is coming back – better: it can also recommend your products and services to his friends and family. And that’s pretty much what you want to achieve.
4) Sales performance report
As a final monthly sales report template, we chose one that displays are broad overview of your performance, combining a lot of different KPIs – which is useful if you decide to create a monthly report. The one displayed here however goes further, as it shows data over one year; but you can take data just over one month.
From the number of customers you have acquired during that time span to the costs it takes to get them, from the average revenue each of them brings you to the lifetime value they have, it provides you with an at-a-glance information too quickly see if your teams are meeting their goals.
In The End, What Is In A Sales Report?
To sum up this long and rich article, here is a list of what you can find in a sales report:
- An overview of the sales operations and activity of the company
- Specific sales KPIs tracked and analyzed to assess said activity
- A determined time period over which the KPIs are analyzed
- Graphs and charts to visualize all the data collected
- An executive summary for top-management
In this blog post, we outlined:
- That daily and/or weekly sales reports are crucial, as they allow you to work hard with intention and awareness
- Examples of daily, weekly and monthly sales report KPIs that you can use with your sales team
As we’ve said in other posts, it’s important not to overwhelm yourself with new business processes all at once. Instead, choose the KPIs that you think will be the most useful for you and your team, and implement those. Then, after a month or more of using those reports, you can add on to your sales reporting – or keep it where it is. For more reports, you can have a look at our previous article on sales graphs and charts about it and find some more inspiration!
Knowing where to start with reports is the precondition to create effective sales dashboards that will enhance your decision-making and bring your business forward. To see by yourself and start building your own reports, give a go to our 14-day free trial!