How to Write a Sales Report

by Heather Burdo - Updated June 27, 2018
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When writing a sales report that can be easily understood, it's important to create a clear report that gives critical details. Having a sales report is beneficial to showcase accurate sales tracking. To write a successful sales report, you must think about your audience and what information to share, and choose a specific time period and the right visuals.

Think About Your Audience

Before drafting a sales report, think about your audience and consider the information they need. Information that would intrigue the vice president of marketing will be different than what the chief financial officer would be interested in. The vice president of marketing will want to know how well sales representatives are converting leads into sales, along with details regarding marketing campaigns that have the most conversion rates and return of investment. A chief financial officer will want major sales numbers and expenses.

What Information to Share

First, you must identify the main audience for your sales report. Next, decide what data will create a clear picture of how the team is performing. Choose specific information to share, such as meeting sales goals; revenue and expenses within a certain time period; services and products that are selling the most; sales forecasts for the next month and quarter; potential areas for improvement and opportunities; and any challenges.

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Choose a Time Period

Rather than sharing all of the sales numbers from the inception of the company, choose a time period to focus on. For example, choose a monthly or quarterly report, or a yearly review. The report will be easier for the audience to understand if it is time-focused and presents an accurate comparison.

Including the Right Visuals

As you dig through a plethora of data, it's important to focus on specific engaging information. Think of how you want to present the data in a way that will capture the attention of your audience. Visuals are a great way to do this. The best way to include visuals in a sales report is to make sure the graphics are actionable, digestible and understandable. For example, a bar graph can show how specific products or services are doing over a certain amount of time because it's easy to read and straightforward.

What Should a Sales Report Include?

A sales report should include dates of the period that will be covered, including dates of sales within that specific time. Think about the main accomplishment and start the report with the most significant numbers. Follow this with a description of how much the target or goal has been met or even exceeded. The sales numbers should also be included in a daily, weekly, monthly, quarterly or yearly report. This figure includes a summary of how a sales number increased or decreased in comparison to the previous number. Be sure to include relevant statistics that show increases or decreases, along with any problems throughout the sales period.

About the Author

Heather Burdo has been personally involved in business for six years. Her passion is to help small business owners and entrepreneurs through engaging and insightful content.

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