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Also,  "actual sales results" are impacted by external forces:

Your Competition

-in-franchise,

-cross-franchise,

Looking deeper into "your battle field of competition", consider:

Your products vs cross-franchise Competition 

OEM incentives & Ad spending

-in-franchise,

-cross-franchise,

Your dealer's inventory profile, 

Your dealer's inventory profile vs its competition,

-in-franchise,

-cross-franchise,

Your dealer's traditional ad spending history,

Your dealer's competition ad spending history,

etc...