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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
- Go to next business issue: SWOT analysis