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Influence on Sales

There is no one recipe marketing experts can give you to make your products or services a great sales success. Or maybe..

Various business operation parameters must be utilized to influence sales. You and your helpers will be the ones who decide which parameters to use.

Optimization

Ideally, a total optimisation of sales 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?

As a help to answer these two questions you can use the below parameters as inputs:

1) Fundamental sales affecting parameters:

Product design - product/service quality
Packaging - design, homogeneity, signalling environmental friendliness, recyclability, usefulness
Product range - wide, deep, trade specific
Price - pricing, psychological prices, sale, market-based price, etc.
Payment terms - cash, credit, discounts, etc.
Service - obligations to buyer, right of return, e-services, pre-delivery, after-sales
Location - near customers, near wholesaler
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

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