What are the Tools used in sales force promotions?

¨       Sales meetings

Sales meetings are generally organized for sales people form one area, region or district more frequently, usually once a month, once in two months, or quarterly. These meetings bring together sales people from different territories of the nation and are considered a popular way of educating sales people. There is a varying mixture of business and pleasure.

Educational material of sales meetings generally focuses on product knowledge , selling skills and motivation of the sales force. The programme often includes formal lectures, quiz shows, etc. The purpose is to generate interest and enthusiasm and the winners are awarded prizes and certificates.

• Max Healthcare

Objective: to celebrate the annual day of Max-India and instill a sense of pride amongst the employees for being exclusive Max-team members.

City: Delhi

Strategy: presentations, reviews and their vision for the future marked the evening. An address by the chairman, Mr.Analjit Singh and the award ceremony were the highlights. The vent itself was held in park royal, Delhi. Live feed of the evening was transmitted on audio-visual screens. This exclusive live relay added to excitement among the invitees. 

¨       Sales Manuals

Training materials such as manuals, visual aids, flip charts, programmes, learning books are most useful to sales people. Sales manual may be long or short depending upon the type of the products manufactured and sold by the company. The sales manuals usually contain product details, applications, manufacturing processes, prices, sales techniques etc.  Some companies also have house journals that reports about the company programmes, new products, research activities, new polices, awards, promotions, etc.

In any firm where personal selling is critical for the sale of the product incentives to the sales people become very important. Incentive programmes most often used by the company include paid vacations within or outside the company, cash rewards, prizes, honour awards, merit certificates for excellent performance etc.

¨       Training

¨       Sales contests

¨       Incentives

¨       Awards and prizes

¨       Premiums (gifts)

Consumer-cum-Dealer-cum-Sales force sales promotions:

Nokia

Promotoion: perfect 10 contest

Objective: to attract channel partners, salespersons., an prospective buyers

City: 15 cities

Strategy: the contest was three fold – for consumers, dealers, and sales personnel. A large number of activities were organized. Dealer road shows, mass media consumer competition and intensive merchandising were undertaken. Lucky draws were conducted and the participants get to win some great prizes also.