Any trader would like to sell more. But just how? There is no general answer to the question. A successful sale depends on many factors, be it the design of the products on offer, the rest of the range, the price, possible discounts, advertising, the commitment of the sales staff and other sales-promoting measures. This article deals with the most important examples.
What does “sales promotion” actually mean and what position does it have in a company and in retail? Science has already dealt extensively with this question. According to this, sales promotion is one of the marketing instruments in a company’s marketing mix. At the same time, however, sales promotion, like actual sales, advertising and public relations (PR), is part of the communication measures.
The boundaries are fluid. Sales promotion and advertising in particular are closely related. While the former mainly has a short-term effect, medium and long-term goals such as the positioning and profiling of a product can also be achieved with advertising.
Sales promotions are not just limited to the customer and actions to induce him to buy. For example, it is important to train your own employees beforehand so that they have the necessary knowledge and helpful knowledge about the products on offer. To do this, they not only need motivation, but also suitable information material. This is the only way to achieve the most important goal of sales promotion measures: Selling more products.
Advertising and the design of the packaging are playing an increasingly important role. By definition, sales promotions are also limited to a limited period of time. They are also used to reduce the usually high cost of a sales pitch. They should therefore help to achieve the best possible cost-benefit ratio.
As already mentioned, the boundaries between sales promotion measures and classic advertising are fluid. One characteristic, however, is that measures aimed at boosting sales usually seek direct contact with the target group. To do this, they work, for example, with promotional prices or coupons, which can then be redeemed on site.
Promotion prices: Actions such as a discount for the cheaper product if two are bought, or the sale of five products, but only four of which have to be paid for.
Special conditions: These include, for example, temporary discounts and special financial assistance from retailers.
Special packaging: Classical here are, for example, packaging with more content (“20 percent more!”), Large, eye-catching stickers with information about special offers, packages made up of several products, or also special offers.
Awards etc .: This area includes collecting points, competitions and other types of rewards (New German: Incentives).
To sue: For example, advertising in local newspapers with coupons that can then be redeemed for a discount on site.
In addition, there are all measures at the point of sale (POS) that also serve to promote sales. For example, the placement of a product on the shelves plays a major role and determines whether and how much of it can be sold. As a rule, an expansion of the available sales area also has a positive effect. In addition, there is the sales-promoting effect through eye-catching displays, posters, stickers, etc., which are intended to draw attention to a product. However, the space for such actions and measures is usually limited. So only a selection of the products on offer can be highlighted and therefore sold more.
Another sales-promoting measure may be the use of a suitable machine for certain products. You not only save personnel costs, but also enable sales outside of fixed opening times. According to the Federal Association of the German Vending Machine Industry (BDV), diversity is growing here.
Digital offers like QR codes are another way to drive sales. Customers can use it to find out about a product independently and do not have to wait for a salesperson to have time for them. QR codes, which can be used to call up additional technical information, for example, make shopping easier and have a positive effect on purchasing decisions. They show that sales promotions do not have to be expensive to have a positive effect. Pre-purchases can be boosted and sales increased in just a few simple steps.
- What IT experts have to consider when talking to customers
Software sales today are hardly possible without the knowledge of an IT expert. But talking to customers needs to be learned for computer scientists. The following tips show how IT specialists respond optimally to the customer in sales talks.
- Be human
Be open and honest: Appear human in customer relationships.
- Good preparation
Be well prepared for the questions: What are the key facts and what should be addressed?
React flexibly: Determine what the customer needs right now and what is important to him.
Don’t wait for the customer to take the first step: Consultants should be active in the customer relationship and contact them on their own initiative.
Be with integrity: Make no promises that cannot be technically fulfilled.
- To listen
Listening and lengthening your concentration span: Listen to the customer and don’t give a technical presentation or give unsolicited advice at the first key word.
- Correct response behavior
Don’t answer too quickly: Before answering, check that the customer’s thought has been captured correctly.
- Summarize results
Specify: Derive concrete to-dos from the conversation, follow up and report back. This means that everyone can keep track of what has been discussed.
- Positive charisma
Enjoying the topic and the people: That creates a positive charisma.