Sell-through shows how fast a product leaves the shelf. Track it for each SKU every month. Then act on three signals: slow, fast and stuck. This post gives you the forecast sheet and the signals.
Learn these skills in the course Product Management (MX-PM), module 4.
Who This Is For
Product and sales managers with stock that moves slowly.
The Sell-Through Formula
Sell-through rate = units sold ÷ units in stock at the start × 100. Use one month for both numbers.
The Forecast Sheet per SKU
| SKU | Stock at Start | Units Sold | Sell-Through | Forecast Next Month | Action |
|---|---|---|---|---|---|
| Air fryer 4 L | 500 | 100 | 20% | 110 | Slow: brief sales, add a bundle |
| Air fryer 6 L | 300 | 240 | 80% | 260 | Fast: reorder now |
| Air fryer 8 L | 200 | 10 | 5% | 10 | Stuck: move to a channel that sells it |
The figures are illustrative.
The Three Signals to Act On
- Slow: sell-through below your target for two months. Check the price, the display and the sales brief.
- Fast: sell-through above target. Reorder before the stock runs out.
- Stuck: almost no sales. Move the stock, bundle it or stop the SKU.
Common Mistakes to Avoid
- Looking at sales only, not stock. A good sales month can still leave too much stock.
- One forecast for all SKUs. Each SKU moves differently.
- Waiting six months to act on a stuck SKU. Cash stays in the warehouse.
Try It This Week
Choose your top ten SKUs. Work out last month’s sell-through for each. Mark one slow, one fast and one stuck.
Frequently Asked Questions
What is a good sell-through rate?
It depends on the product and the channel. Set a target per category, and compare month to month.
What is an SKU?
A stock keeping unit: one item in one size or variant.
Next Step
Read the full outline of Product Management (MX-PM). Public classes: 17 and 18 February 2027; 17 and 18 March 2027. All dates are on the Training Calendar. For a group from your company, get a quote for in-house training. More Work Tips are in the skill area Product. Read also:
