Sales promotion and personal selling is a fine art of convincing your potential client that your product and/or service is the best one available or it is the best priced product and/or service on the market. Your objectives for your sales promotion will be based on the behavior and not the attitude of you buyer. Immediate purchase of your product and/or service is the overall goal of your sales promotion regardless of what you are attempting to sale. Your target audience will fall in 1 of the 4 buyer type profiles.
- Loyal Customers – people who buy or use your product and/or service.
- Competitor’s Customers – people who buy a competitor’s product and/or service most or all of the time.
- Brand Switchers – people who buy a variety of products and/or use a variety of different service companies.
- Price Buyers – people who consistently buy the least expensive brand product and/or service.
Your company marketing manager will have to determine the means in which he or she will focus the sales promotions. Methods chosen must meet the objectives to ensure a successful campaign. Tools used by companies to promote their business concise of several different venues. Coupons and rebates, premiums, loyalty marketing program, frequent buyer program, sampling, contest and sweepstakes, point-of-purchasing promotions, online sales promotions, trade allowances, and push money offer. Some or all can and should be used in your sales promotional campaign at strategic times and seasons to allow for maximum penetration into a new ventured marketplace.
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