we are in a strategic planning time in which companies carry out growth projections, income, costs and, above all, in which transcendental decisions are made for the future. However, unlike other occasions, this year, the variable of "uncertainty" has been added, since, although there is speculation about the month "exact" in which everything will return to "normality", given that great pharmacists have shown advances in the Covid-19 vaccine and even governments have published vaccination calendars, the truth is that everything can change unexpectedly.

In this case, the company would have to think that, by 2021, it has a turnover of $ 700 hypothetically insured and, if its growth goal was 20% on the 2020 turnover, it should invoice $ 1,200. This means that I would have to get $ 500.

Now, how are you getting that income? At this point, there are two possible options:

  • acquire them through current customers, based on two actions:

      1. acquire them through new customers, considering:

        1. the capture of new customers is and will be for all companies, the priority issue to generate wealth, therefore, we must consider the following elements within the projections:

        3. the average ticket. It is the fact that will allow us to know how much value each sale will have and thereby calculate the sales we need to be able to reach our goal.
        4. the closure percentage. It is important because it indicates how many businesses we close from the opportunities we generate (in the case of e-commerce, what percentage of people arriving at the site make an online purchase).
        5. cost per sale. This is a relevant point, since here we add the marketing efforts, the commissions in case it is a sale through a call center or a sales team and any other cost that is included to close a sale.
        6. operational capacity. This data should be considered to know if our company has sufficient operational capacity to meet the requests for quotes, calls or anyone that applies to the sales process. In case of not having enough operational capacity to meet the number of monthly opportunities necessary to achieve the goals, it will be necessary to hire more resource and this leads us to modify our acquisition cost.

          7. In addition to the previous points, it is important