How to organize sales
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In a market economy, the success of a particular trading company depends on many factors. One of the main ones is a well-built marketing strategy and thoughtful management of the most important part of marketing - sales. Successful sale of goods is their continuous promotion. How to organize sales?
Instruction manual
1
It is not enough to create the product itself for demand to appear. People do not make purchases until they are convinced that they need this particular product and do not stimulate its purchase.
We all know the traditional quizzes in newspapers and magazines during the subscription campaigns, the gifts in the form of hundreds of tiny toys inside the Kinder Surprise chocolate eggs. A rare large store does not use discount cards or does not suit the sale of "three for the price of two." All these are incentive measures and methods of sales promotion. In general, they can be combined into several groups.
2
Price discounts. They are many:
• discounts that are provided subject to the purchase of a certain amount of goods, • bonus discounts - for regular customers (3-5%), discounts on strictly agreed days of the week (for example, from the cost of tickets to the planetarium on weekdays, to tickets to the cinema for sessions in the morning), • discounts on seasonal goods (sale of winter shoes in the summer months), • discounts dedicated to holiday dates (company anniversary, national holiday), • discounts for select categories of buyers (pensioners, military personnel, newlyweds, etc.), • discounts on models of products of previous years with the release of more modern designs, • discount when paying for goods in cash, • discount when purchasing a new product with the deduction of the old model (exchange of goods), • discount for "instant sale" (for example, for 1 hour in a certain department of the shopping center prices are reduced - to attract buyers).
This technique may turn out to be effective, since, according to marketing experts, up to 70% of visitors to large retail outlets make a purchase decision while in the store. Moreover, the output reveals that three quarters of all purchases were simply not planned.
• discount when buying a set of goods (the amount will be lower than the price of a single product).
3
Coupon distribution.
Coupon - a kind of certificate that gives the buyer the right to certain savings when purchasing a particular product. Coupons are very popular in many countries. They limit price reductions only to those buyers who are really price-sensitive, and allow adjusting the time frame for sales promotion. Coupons also contribute to the testing of new products and help to put into practice the principle of customer exclusivity.
4
All kinds of bonuses and free samples.
The prize may be encouraged by a buyer who has acquired a certain number of commodity units or products for a certain amount. A kind of bonus can be branded packaging, which can be used by the consumer in the future (for example, wooden barrels made from honey, beautiful ceramic containers). When new products are introduced to the market (new brands of food products, perfumes), "sampling" promotions are often realized - free distribution of samples.
5
Often, games are used to stimulate sales: contests, lotteries or quizzes.
In our country, these forms, as tools for promoting sales, are often very effective. Market researchers also see the reason for this: one of the features of the national mentality and the inherent mental structure of Russian consciousness is faith in miracles.
note
In many cases, methods of sales promotion "work" only with the support of other means of marketing communications. So, holding contests requires informing the target audience, and this is impossible without advertising.
Useful advice
To stimulate sales, there are special types of so-called “reinforcement” of goods. This may be a consumer loan, free related services for transportation, assembly, consulting support, etc. The promise of various guarantees is effective: the replacement of a defective product, an unconditional refund for the product if it does not fit the buyer, etc.
