如果我问你，你企业的 Top 10产品是什么，你肯定可以回答吧？如果我再问你，你企业的 Bottom 10产品是什么，你也应该有答案吧？你觉得这些产品会位居 Top 10 或者是 Bottom 10 的原因是什么呢？
我经常会询问我的企业客户这两道 Top 10 以及 Bottom 10 的问题。很多时候发现这些企业客户都是靠“猜测”给我答案：「我觉得这应该是我们最 Top的产品」；而且我也发现，企业在提供 Bottom 10 答案的时候，都有一定的难度。
原因很简单，这些“猜测”(Gut Feeling) 出来的答案，特别是 Top Selling 产品的“猜测”，都正好是企业的主推产品 (signature products)。因为是主推产品，企业在这些产品身上所花的资源都比其他非主推产品多，所以这些产品能成为 High Selling 产品，是理所当然的事。加上如果曾经有消费者提供了比较正面的反馈，那么就更加巩固了企业心目中这些就是 Top Selling产品的认知。
其实根据企业对市场的敏感度，要猜测 Top Selling的产品（1-2种产品）并不难；难在于如何能猜测 Top 10 或 Bottom 10 那么多的产品出来。如果想要知道到底哪些产品才是企业真正的 Top 10 或者 Bottom 10，只要去分析销售数据就可以了。
所有企业都在面对着「资源有限」和「时间不够」这两个令人烦恼的问题。如果企业手握了明确的信息，就可以更容易的去重新调整资源和时间、更好的去谋划推广策略、决定是否需要打通更多渠道、还是将原来的渠道挖深，来强化 Top 10 的销量。同样的，如果企业知道哪些是 Bottom 10 的滞销产品，就可以更容易的去比较成本效益，决定是否需要提升产品让它起死回生，还有考虑该产品是否还有保留的必要。
销售数据除了可以让企业知道畅销以及滞销产品之外，其实还能让企业洞察更多有关消费者的消费习惯。让我们来看看几个简单的例子：
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销售数据能够告诉企业的不止是总销售额以及Top 10 还是 Bottom 10的成绩。数据中隐藏了不少有关消费者的信息，只要跳出「数据只是数目字」这个框框，配合企业对市场的敏感度，绝对不难做到活用数据，洞察消费习惯的目的。
想读懂消费者不是难事，而是要用对方法。无论是企业的决策人还是执行的团队，都应该持续学习如何找到参考消费者的需求和行为，才能做到更精准的营销策略，才不至于浪费资源和时间。
