The marketing motto is both logical and laconic: you need to produce what will be sold, and not sell what is produced. Focusing on the needs of the buyer is the main thing in trade, but the success of sales depends on many components: the quality of the product itself, its price, advertising support. A well-functioning distribution system plays a decisive role in making a profit for the manufacturer.
Instructions
Step 1
Sales is always planning and control over the movement of goods from the place of production to the points of sale. The goal is to meet the needs of customers with a benefit for the enterprise. Increasing sales is possible with a clear organization of work in all links of the product distribution chain. In doing so, we must not forget about the importance of a high level of customer service.
Step 2
Sales will be successful if the company works to speed up order fulfillment and ensure the ability to deliver urgently. At the same time, it gives guarantees of the return acceptance of the goods upon detection of a defect, its replacement as soon as possible or compensation for the loss incurred by the consumer.
Step 3
The efficiency of sales operations is significantly influenced by a well-organized own warehouse network, which makes it possible to have the necessary stock of products for the entire advertised range. A highly efficient, professional service and support service with clear schemes for the delivery of goods at affordable prices is the face of the company. It is not for nothing that this service is becoming more and more active and tempting for the consumer as part of the corporate identity.
Step 4
A significant issue for marketers is the impact of sales methods on the increase in turnover. They can be direct and with the services of intermediaries. Each option has its own advantages and disadvantages. The manufacturer analyzes its market situation and makes the best choice.
Step 5
Direct marketing is a sale with direct contact with a consumer, including through its own distribution network, information in the media. In the second case (the so-called indirect marketing), products are sold through wholesale and retail intermediaries. Within the framework of this type of marketing, intensive, selective (selective) and exclusive sales are also practiced. Intensive marketing involves a large number of intermediaries in the trade, when many small customers fall within the reach of a company's marketing program. Such a policy can be effective, although control over the purchasing power in this case is complicated, and advertising requires additional investments.
Step 6
With selective marketing (more often used in the sale of technically complex products), on the contrary, the number of resellers is limited in the name of quality service. Exclusive sale is the opening of a trading house (branded trading houses). Taking into account the specific market situation, it is useful to use mixed forms of organizing goods movement.
Step 7
An important role in improving the sales system is played by the constant consideration of the reasons for dissatisfaction with direct customers, intermediaries and ordinary consumers with manufactured products. The purpose of such accounting should be not only the correction of the database of potential consumers, but also a detailed fixation of the main reasons for refusing to conclude sales contracts and the assessment of lost profits.
The reasons for refusal to cooperate may be different: the price of the goods is not adequate to the quality, the form and procedure of payment are not satisfied, the lack of discounts is alarming, the warranty period is short, the delivery conditions are not satisfied, and so on. All reasons are grouped, summarized by the sales department specialists and passed on to the management for making effective decisions. The effectiveness of such reports has been proven in practice.
Step 8
The effectiveness of sales operations is largely determined by the clarity and transparency of accounting and control over them. It is impossible to correctly plan financial flows without knowing the potential of warehouse stocks, terms and volumes of cash inflow from consumers under contracts. By itself, the automation of sales activities will not give anything - analysis and prompt changes in the planning and organizational work of the company are important.
