Push the #Business 2 Pull the #Customers

In the digitized era we have beard minimum time to find out the process of traditional selling where Seller is having vital positions. This twenty first century is the eye witness to the edge of competitiveness among not only the quality of the product but also the service. My only concern can we just improve the quality of a particular product & services make the difference of that particular brand?

It may or may not!!!

Let’s figure-out the facts.

The Fact is different depends upon the segment to whom we are targeting. Here I need to discuss the innovations (#Innovation lead to #Business) which originally the only way to change the business. There may be several areas which organizations continuously trying to innovate in general but a a marketing person I like to be Change the person who are really one of our key ambassadors- i.e Sales people.

One of my seniors’ colleagues (She is now in a very reputed Cement Co, having the position of Director for both Sales & Marketing) once share me her thoughts in Patna, Bihar office that- Sales team & their feedback is very often consider for the conceptualized the Trade Marketing strategic in better way. Here I will trying to discussed the basis difference between Sales Promotions Program (SPP) & Marketing Communication Program. (MCP)

Sales promotion programs are vital components of comprehensive marketing strategies, using the appeal of lower prices or complimentary goods to gain market share from competitors. Sales promotions can be aimed at business customers or end consumers, but the goal of any promotion is to stimulate push demand, offering customers bargains that they cannot refuse. Promotions can lure customers away from their preferred brands or convince existing customers to buy larger volumes of their favorite brands.

Sales promotion is one of the elements of the promotional mix. (The primary elements in the promotional mix are advertising, personal selling, direct marketing and publicity/public relations). Sales promotion uses both media and non-media marketing communications for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability.

Sales promotions can be directed at the customer, sales staff, or distribution channel members (such as retailers). Sales promotions targeted at the consumer are called consumer sales promotions. Sales promotions targeted at retailers and wholesale are called trade sales promotions.

Sales promotion includes several communications activities that attempt to provide added value or incentives to consumers, wholesalers, retailers, or other organizational customers to stimulate immediate sales. These efforts can attempt to stimulate product interest, trial, or purchase. Examples of devices used in sales promotion include coupons, samples, premiums, point-of-purchase (POP) displays, contests, rebates, and sweepstakes.

Sales promotion programs are used by product resellers to attract business from price-conscious customers. The idea is that when a company offers a reduced price, the customer will perceive a greater value proposition from a purchase.

It is important to understand the differences & similarities in the purpose of sales promotions as well as marketing communications programs. As we all refer to sales promotions “push” & marketing as a “pull”. These descriptions are applicable to sequential steps used to create a sale. We often expressed as AIDA : Attention, Interest, Desired & Actions. Marketing activities generates interest & awareness, whereas sales promotion stimulates purchases by targeting prospects for the product or service being promoted & by offering extra incentives to buy.

Sometimes the meaning & purpose of these marketing communications vehicles becomes lost in political disputes over expenditures & shares of budgets. For purpose of marketing planning, budget allocations & implementation, it is necessary to properly organize, manage & coordinate these activities being employed in marketing mix.

Either we agree or not but the fact is that in earlier times, sales promotion was regards as an inconsequential activity used by sales departments to energize their sales programs. But today ,marketing-driven businesses recognize that sales pro-motions plays an effective role in stimulating the consumer’s decision making process.

Ironically, “Point of Decision” - purchases are the logical result of gathering knowledge. Sales promotion provides the stimuli in a variety of situations. Thus, Sales promotions must be regards as an integral part of the total marketing communications system in which it is incorporated.

Best results are obtained when sales publicity & marketing relations are viewed by management as activities that start internally & reach outward.

In my recent visit to Nepal I have found sales promotions programs are more actively success stories to the small organizations to create a history of SUCCESS story in their brackets but very interestingly all these are not in the line of marketing communications, which may be traditionally differ than the global market.

Thanks a lot viewer/reader for your valuable time to read this article. Will be grateful to get your like, feedback & suggestion in the comment section.

Do you agree that we have to push the business in an innovative method to pull the customers in our business brackets?

Feel free to write back or get in touch with me on twitter as SinghSight @PriyadrshiSingh