The effectiveness of product sales depends not only on the uniqueness of the product and its ability to solve the client's problem. Here, the right organization is needed, for which the sales policy exists. After all, not only the effectiveness of the company's activities, but even its existence ultimately depends on it.
Contact Fractus if you need to formulate sales policy principles for your business.
Sales policy: features
Sales policy is the company's activity aimed at organizing the provision of the buyer with products by choosing the optimal scheme for this. The organization affects the entire chain, starting with the product leaving the factory and ending with the consumer putting it in the basket:
pre-sale preparation;
packaging;
assortment;
intermediaries;
transportation;
sales themselves;
warehousing and maintaining stocks;
revision;
service;
channels and more.
There are several goals: to make a profit, satisfy anguilla email list 7582 contact leads customer needs, increase their loyalty and commitment, strengthen market positions, gain market share, attract new consumers, etc.
Sales policy: features
Marketing methods
The company's sales policy uses three methods:
Direct/immediate . Carried out without intermediaries, in the scheme only the manufacturer-buyer. This approach is effective when there is a sufficient quantity or excess of products, the presence of warehouses at the manufacturer, price fluctuations, limited regional sales, the need for after-sales service;
Indirect . In addition to the manufacturer and the buyer, intermediaries participate in the scheme. Products are promoted in this way when they are produced in small batches and frequently, as well as in sales that cover large regions;
Combined/mixed . The two methods listed above are used in combination. A good option for large firms.
Distribution channels
Such channels are companies or individuals who participate in the movement of goods to the buyer. They are classified by the number of levels:
zero level . The "producer-consumer" scheme. Direct marketing approaches are used:
single-level channel . A retailer or broker is added to the above scheme;
two-level channel . The scheme is supplemented with a wholesale channel;
three-level . Another channel appears – a small wholesaler.
They also define such a concept as the width of the distribution channel – the number of participants at each stage: the more of them there are, the wider the market coverage.
How Policy is Developed
The development of any policy within a company is preceded by analysis. And sales policy in marketing is no exception. It affects the market, the product, competitors and the company itself. Thanks to the data obtained, it is easy to determine the distribution goals - the basis.
This is followed by the development of rules and standards, the organization of the sales department, the definition of distribution channels for goods, the organization of transportation, the selection of intermediaries, the development of a product policy (including the characteristics of the product range, the scale of production, the development of innovations), as well as a pricing policy. And the last stage is monitoring the results according to the criteria defined by the company.
How Policy is Developed
Marketing Policy Development by Fractus
Need to develop a sales policy but lack the personnel? Contact Fractus.
Our marketers will help you solve the problem personally for your business. And you will receive an effective organization of processes that you can apply in practice. We will be happy to help!
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Sales policy: the intricacies of organizing sales
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