LEADERSHIP
G A P A N A LY S I S
Taking gaping opportunities Gap analysis has evolved in recent years and is now used as a proactive tool to identify missed customer opportunities and help to boost sales and profits
G
ap analysis has been
even greater insights.
business as to what it actually does and,
used to assess business’
“It is no longer a case of ‘You are buying
therefore, what they, as a dealer, can provide
current versus potential
our paper; did you know we can also supply
to support that activity. Rather than blanket
performance for many
your toilet rolls?’,” says Tim Beaumont, chief
cold-calling, more time will be spent
years and, for some
executive of Nemo Office Club. “Dealers are
studying what product sales do and do
dealers, it is a crucial tool. However, gap
proactively adapting to identify new gaps
not arrive against expectations, and then
analysis has evolved over recent years to
in specific customer types, taking account
identifying a means to obtain that extra
reflect the rapid change in product mix
of both changing demands and broader
business.”
and customer demand - as well as taking
product availability in our industry.”
advantage of the wealth of data that is
This means salespeople are having to
Nemo Office Club works with dealers to segment customers into categories,
available thanks to the increase in online
evolve their methods too. “Salespeople
review sales and target gaps in purchases
sales. This means it can be used to provide
are becoming more analytical, sizing up a
through marketing, including specific
[18] SUMMER 2022
www.dealersupport.co.uk
