The absolute worst-case scenario in a business is when sales slowly erode over time (death from a thousand cuts) and it becomes too late to fix the problem, or you don’t know what the issue is. It’s possibly better to have a sharp revenue shock from a crisis (loss of a major customer, rapid falling demand) as it can be easier to decide what to do. There are also other events you can predict by keeping an eye and ear out for changing business conditions, such as rising interest rates, future delays in the supply chain or impacts on your industry, or needing to comply with environmental legislation.
The first step towards business resilience is identifying your business drivers and setting a series of red flag thresholds to trigger action before it’s too late.
Identifying your drivers
Sales revenue tends to be the main indicator of how well a business is doing, and an early warning system helps avoid a precipitous drop.
Sales drivers and their issues can be:
- acquisition (fewer calls, queries, demo’s, meetings booked, foot traffic)
- retention (more customers switching to competitors)
- average sale (cheaper competitors and discounting)
- gross profit (increase in costs or selling lower margin items)
- web traffic and leads (distracted customers)
- conversion (fewer customers buying as a percentage of leads)
- accounts receivable (customers paying late)
- unhappy employees (increase in sickness, absenteeism or staff turnover)
- social media participation (less relevance).
Every industry will have its own specific characteristics and may not be linked to immediate sales. Builders could monitor new building consents, retailers review inventory turnover, manufacturers check waste or returns, professionals keep up-to-date with new regulations, farmers keep an eye on market prices, etc.
Setting red flags
Automate data you want to measure and set thresholds (such as new customers drop 10% or more in a month). If an indicator drops below a certain level, this triggers to investigate why.
Accounting software will make it easier to monitor buying trends, cost of goods sold, gross profit, lifetime value and product or service costs. Marketing CRM software, search engine and social media platforms will help detect a slowing of demand.
Action points