Sales Promotion in Industrial Marketing

Sales promotion is an activity used by the industrial marketer to boost  the immediate sales of a product or service. It is used to increase the  sales by impressing the customers, rewarding them and also motivating  the sales force to get more business. There are different techniques  used in a industrial sales promotion activity like a free-sample campaign, offering  free gifts, arranging demonstrations or exhibitions, organizing  competitions with attractive prizes, temporary price reductions, door-to-door  calling, telemarketing, using personal letters, etc.

More than any other element of the promotional mix, sales promotion is  about “action”. It is about stimulating customers to buy a product. It is not  designed to be informative — a role which advertising is much better  suited to.

Need for Sales Promotion in Industrial Marketing

  • To introduce a new product in the market.
  • To influence the public with the help of new uses of the product.
  • To increase the frequency of purchase by each buyer.
  • To encourage dealers to stock more goods.
  • To withstand in the competitive field.
  • To increase the sales by imparting special training to salesmen and by  window display.

Sales Promotion Methods in Industrial Marketing

There are many sales promotional methods available for industrial  marketers. Some of the techniques they can use are as follows:

Trade Shows (or Exhibitions)

Trade shows present the manufacturers an occasion to exhibit and  demonstrate their products to a large number of customers in a short  period of time. They are the second most important promotional activity  for industrial marketers after personal selling. Trade shows are generally  organized by trade associations annually at a particular location or at  some exhibitions where in companies lease some space to display and  demonstrate their products to the potential customers.

Trade shows offers several advantages for industrial marketers like:

  • One-to-one contact with the potential buyers and existing  customers that increases the awareness on company and its  products
  • Occasion to sell the products to the customer directly where no  intermediaries are involved
  • Building database of prospective customers
  • Building goodwill and relationship with the potential buyers
  • Demonstrating non-portable (bulky) equipment that is otherwise  difficult to take to each prospect
  • Discovering new and innovative products of competitors
  • Opportunity to get new product ideas due to customer interactions
  • A good break for the newly joined salespersons who get on the job  training by interacting with varied customers
  • Generating leads for new business

There are certain disadvantages also with trade shows like:

  • It is one of the expensive form of promotion
  • It is very difficult to identify the potential customer among the huge  audience visiting the exhibition
  • Pulling/attracting the customers to visit one place is very difficult

Catalogs

Catalogs are the printed form of direct marketing promotional tools used  by industrial marketers to provide information about their products  especially if they have long product lines with different shapes, sizes or  other features. The company sales force meets the potential buyers and  explains the product features by offering catalogs. Based on the different  catalogs collected from different suppliers, a potential buyer compares  the features of different products and seeks quotations from the supplier  who provides best quality product at economical price. Hence, a catalog  should try to provide all the relevant information that a buyer is seeking  from the company about a particular product (specific catalog) or all the  products in general (general catalog). A catalog commonly contains  information like product specifications, performance data, service  requirements, application of products, illustrations and drawings, etc.

Samples

Samples are the free or charged offerings given to the prospective  buyers as a part of product development program. Samples are used  mostly to make an entry in the prospective customer’s place. Eg. A  medical representative offering a sample of tablets to the doctor that can  be distributed to the needy patients.

There are various ways in which a sample can be distributed. A  promotional literature can be sent through post, anti-virus software is  offered free through Internet, free shampoo sachets are offered through  dealers when some product is purchased, cars are offered for a test  drive when personal visits are made to a dealer. Sometimes samples are  charged by the suppliers to ensure that customers really test them and  also to control the huge costs involved in offering them free.

Samples have a chance of being misused or taken away by the  salesperson and “sample hounds” who are not genuine prospects for the  products. Sometimes samples cannot be distributed because of the cost  involved, weight, bulkiness, toxicity and intricate design.

Promotional Letters

This is one of the effective form of promotion where in personalized  letters are sent to individual customers along with catalogs and coupons  giving technical specifications about an existing or new products which  are to be launched. Letters to customers at regular periods is a good way  of keeping in touch with them particularly in case of products that are  purchased infrequently. The cost of promotional letter is very less  compared to the personal visits made by the sales force and it also  receives good attention. Since good correspondence and writing skills  are the requisite for this, there should be special correspondence section  who can take advise from salesperson regarding the kind of letters to be  sent and to whom it should be addressed.

Sales Contests

There are various sales contests that are held by different industrial  organizations in order to boost the morale of their employees and other  intermediaries. Depending on the amount of sales generated, employees  and dealers are offered incentives in the form of cash prizes, gifts or  foreign trips.

Seminars

Seminars are conducted by the industrial marketers by making audio-visual  presentation through the technical experts of the company. The  seminar is followed by a question and answer session for the benefit of  buying organizations where technical information is provided to them  relating to their nature of activity. This helps in creating a  favorable  image about the company and also to establish new contacts with  various technical people from the buying organization.

Promotional Novelties

These are the small gift items given by the company to existing and  potential customers with their company name and logo printed on it. The  common promotional novelties include diaries, key chains, calendars,  pens, bags etc. Promotional novelties should be generally inexpensive,  unusual and eye-catching, useful to the customers and have multiple  impacts. Promotional novelties are offered according to the type of  customers – costly for senior management, medium for middle  management and low cost for junior management positions.

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