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Sales Management

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

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

Optimisation of sales

Ideally, a total optimisation of sales management 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?

These parameters help you optimise your sales management:

1) Fundamental sales management tools:

• 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, arbitrary
• 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

 Communication parameters are the parameters that you can use to promote your products:

• 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

Everyone has an invisible sign hanging from their neck saying, ´Make me feel important.´ Never forget this message when working with people.
- Mary Kay Ash, founder of Mary Kay Cosmetics