Sales communications methods

Producers of goods or services who distribute them directly to the final consumer rely heavily on the skills and efforts of their sales teams to generate sales revenues. If distribution is through an intermediary, then each organisation must rely on the sales efforts of every organisation in the channel to work towards expanding sales.

Poor sales from one organisation will feedback through a distribution channel. For example, if a retail outlet is unable to sell its stock of chocolate bars, it will reduce its order for them from the wholesaler. As stocks build up, the wholesaler will reduce its order from the manufacturer of the chocolate bar. Eventually the manufacturer may take the decision to reduce production and either switch resources to another item, or axe the product altogether.

If sales teams in each organisation involved in a channel of distribution are to be effective in making and expanding sales, they will need to be fully informed of product details, new lines, discounts offered, and the various selling techniques they can use to make a sale. The objective of various sales communications methods is to do just that: to inform and motivate sales teams to generate sales.

Sales communication methods include:

Sales campaigns: these can be used to promote an individual product or the product range of a particular manufacturer. A campaign may be agreed between the manufacturer, wholesalers, retailers, and agents in a distribution chain. The sales forces within these organisations will promote the product vigorously, offering price discounts for bulk orders, and distributing promotional materials such as posters, leaflets, or even free gifts and samples to give away. The campaign will also usually be supported by heavy advertising on TV and through other media, such as newspapers and magazines.

Sales conferences: these can either be internal to an organisation or, more likely, will involve sales staff from different organisations sharing a common interest in the promotion of a particular product. New product developments and sales techniques can be discussed in lectures and seminars.

Sales meetings: these are internal meetings of sales teams, often from different regions, used to discuss sales performance and set targets for improvement. Meetings may be confined to regional managers of sales teams who will then 'cascade' with their sales teams. Pyramid selling relies heavily on sales meetings, with outsiders often being invited in an attempt to recruit them into the sales teams.

Sales letters and memos: these can be sent out to sales teams on a regular basis to update staff on sales performance, provide product information, news of price discounts and new product lines, sales campaigns, future conferences, and meetings.

Trade fairs and exhibitions: often combined with sales conferences, these are used primarily to promote products directly to consumers -especially to industrial buyers. They are also a useful forum for sales teams from different organisations to investigate rival products and discuss selling techniques. Technical staff will be on hand to demonstrate products and gauge consumer reaction. Well-known examples include the Stitching and Knitting Show, the Motor Show, the Ideal Home Exhibition, and Confex, a trade fair to advertise the services of firms who specialise in the organisation and design of exhibitions, stands and advertising.

Дата добавления: 2015-12-08