The goal of stimulating sales is to achieve a quick effect on the consumer, encouraging him to buy, which means that it targets results in the short term, unlike the rest of the marketing mix elements whose impact is in the long term.
Three types of means and techniques are used to stimulate sales, which are directed to the final consumer, distributor and sales force:
1. Consumer-oriented sales promotions: designed to motivate the consumer to buy. It may be directed to the consumer at his home or in various sales outlets.
2. Sales promotion means directed to distributors and intermediaries: The purpose of commercial sales promotion is to encourage the intermediary to store the commodity. Also designed to gain seller support and improve sales efforts.
3. Sales Promotion Means for Salesmen: Targeted at salesmen within the facility, these methods are designed to motivate salesmen and make their sales efforts more effective.
=> We will confine ourselves in this article only to the means and methods of stimulating sales directed to the customer and the final consumer.
Methods of stimulating sales directed to the consumer
There are many ways to promote sales directed to the consumer. We mention the following as the most important of these methods:It is free samples of the product that are given to the consumer without charge to give him the opportunity to try the product, and this method is generally considered the most effective way to urge the consumer to try new products, although it is expensive. The sample may be delivered personally at homes, by mail, inside the store, or an advertisement in a magazine.
2. Coupons
It is also known as coupons, which are vouchers whose holder is entitled to obtain a specific discount to purchase a product, and they are among the widespread and effective methods of promoting and increasing sales. In recent years, it has increased in demand by consumers, which explains its increased use by producers and traders as a tool to stimulate sales.
3. Cash Refund Offer
It is considered a reduction in the price after making the purchase, and the consumer sends proof of his purchase of the product to the company, which sends part of the money that the consumer paid.
4. Price-off deals
This method aims to encourage the consumer to buy in larger quantities, and a total price for the number of units is set that is less than the total price of the units if they are sold separately under the slogan “Get two pieces for the price of one.” This method is very effective for stimulating short-term demand. On the other hand, it is an opportunity for the establishment to get rid of its existing inventory of this product, and limit the influence of competitors working in the same commodity.
5. Bonus packs
It consists in presenting the product in a larger size than usual, but at the same price. Therefore, this method is very effective for consumers who are characterized by their high price sensitivity, as is the case in promotional coupons.
6. Opportunity Sales Sold
It may depend on getting rid of commodities whose season is about to run out, or those that are likely to be damaged due to the long period of storage. Although the store sacrifices part of the price of the commodity, by following this policy, the risks of obsolescence and damage that may be incurred by a great loss are reduced. It is understood that this discount must be associated with a limited period of time in order to be considered a promotional method, otherwise it is considered a price policy if it is of an indefinite period.
7. Contests & Prizes
It gives the consumer an opportunity to win a specific prize, whether in cash or in kind, as a result of purchasing a specific commodity or a number of units from it.
8. Activate sales through Free Gifts
Gifts are given free of charge to everyone who buys a specific commodity or more, and it is known to the consumer before purchasing, and this type is called promotional gifts. As for the other type, it is presented as a gift to the organization’s clients, such as: annual calendars, pens, etc., and this is called souvenir gifts, and the name of the organization that distributes it is usually written on it. The value of the gift is not related to the value of the product purchased, it can be higher or lower.
9. Free taste
Some stores may advertise a free tasting campaign for goods within their stores, and here they provide display tables on which the goods to be tasted by consumers are placed. This method is used for new goods or goods that the consumer does not know or whose sales are low.
10. Lottery Sweepstakes
It is a lottery drawing, which is a method to encourage buying and dealing with the concerned store, and this matter provides an opportunity for the consumer to enter a lottery to obtain certain prizes in return for purchasing goods and with certain price limits. This method is easy and the possibility of getting prizes is for everyone because the buyers represent a random sample that all enter for a chance to get the prize.
11. Trade shows
Holding exhibitions in certain seasons, where each merchant is allocated a special part of the exhibition in which he displays his products, and there is often a high demand from consumers for these exhibitions, and therefore we find interest in them in terms of external appearance and good interior design. It is a good opportunity to sell large quantities of products. It is necessary to reduce prices significantly during the exhibition period and to conclude large deals between merchants among themselves.
Conclusion
These were the most important methods of stimulating sales that are used as a direct incentive to buy or try a good or service and can be directed to the consumer.
Sales promotion is a complementary activity to personal selling and advertising activities, and cannot be relied upon alone. It aims to achieve a direct and rapid effect unlike other elements of the promotional mix that may have an effect in the long term.