There is no one recipe that marketing experts can give you to make your
products or services a great sales success.
Various business operation parameters must be utilised to influence sales,
and you and your helpers will be the ones who decide which parameters to use.
Optimisation of sales
Ideally, a total optimisation of sales management would be to add the necessary
resources to each parameter at the right time. The big questions are: What are
the necessary resources? When is the right time?
These parameters help you optimise your sales management:
1) Fundamental sales management tools:
- Product design - product/service
- Packaging - design, homogeneity,
signalling environmental friendliness, recyclability, usefulness
- Product range - wide, deep, trade
- Price - pricing, psychological
prices, sale, market-based price, etc.
- Payment terms - cash, credit,
- Service - obligations to buyer,
right of return, e-services, pre-delivery, after-sales
- Location - near customers, near
- Staff - conduct, knowledge,
expertise, specialisation, attitude
- Distribution - direct/indirect
sales, retail concept, co-operative purchasing association, sales van,
packaging, physical transportation, etc.
2) Communication parameters
Communication parameters are the parameters that you can use to promote
- Advertising - advertisements,
printed matter, internet, catalogues, brochures, magazines, flyers,
cinema/TV/radio commercials, traffic adverts, shop displays, exhibition
guides, signing, promotional gifts, etc.
- Sales promotion - sample products,
introductory offer, demonstration, delivery on approval, in-store displays…
- Public relations - publicity,
storytelling, press releases, events, educational material…
- Fair and exhibition showcasing
- Sponsorship - providing sponsorship
for culture, sports, and environment
- Personal sales promotion - sales
letters, cold calling, direct mailing
Everyone has an invisible sign hanging from their neck saying, ´Make me feel important.´ Never forget this message when working with people.
- Mary Kay Ash, founder of Mary Kay Cosmetics