Calculate Market Share: Sales GAP Analysis Customer, Territory & Market

The following video explains how to calculate a company's market share by using a Gap Analysis.

A market share gap analysis is simply a statement of what business you have now versus what remains to be pursued. However, in order to define what remains to be pursued, your sales team must perform the analysis at the customer level first and then use multiple analyses to define the Gap within a given territory. Those territories are then combined in order to define your overall market share.

Using a Gap analysis at the customer account level will simplify how your company defines goals and objectives for its sales team. It will make your sales budgets and forecasts far more accurate because it will be a statement of account in terms of the business you must defend versus the business your salesperson should close.

Using the Gap analysis across multiple customers will help you and your sales team better manage sales territories and geographies.

The video starts by explaining why you should base your analysis by gross profit as gross profit is the key indicator of sales performance. Next, it explains how to account for the current sales at your customer's account versus what remains to be pursued.

Afterwards, the video shows how to combine multiple customer Gap analyses into a single territory Gap analysis. It ends by showing you how to use multiple territory analyses to define your overall market share.

[beaumoulton]

I feel like I hit the jackpot when I landed on one of your videos earlier. I've watched several since and I'm blown away with the information! Thank you for providing this and others. Obviously a very intelligent business person, and a catalyst for business owners/entrepreneurs that truly want to succeed in the marketplace.

[stephensilver]

Well done Ian, just found your videos so far I'm impressed.  Great explanation.

[megarishin]

Beautifully explained in a simplified manner, thanks a lot.

[gingerross]

Hi Ian. Thanks so much for ur video. I have a business analysis assignment which I need help with. Pls can you help ?

[CaseyLewis]

So how do you really discover what the OEM is selling in each model/line? That discover process seems to be key.