A Sales Promotion is marketing communication activities, other than advertising, personal selling, and public relations. It is basically the purpose of a short-term incentive that motivates consumers or members of the distribution channel to purchase a good or service immediately, either by lowering the price or adding value to a product. TRESemmé would usually lower the price of their hair care products to attract their target market, which is known as consumer sales promotion. Another thing they would do to attract their consumers is to add more benefits to their hair care product which will make their consumers wonder if the benefits of the product is good, making them buy the hair care product out of wonder. TRESemmé's products for trade sales promotion would be targeted to their wholesaler's and retailers. There are several types of consumers that TRESemmé's consumer sales promotion must know of because of the competition the price buyers (people who consistently buy the least expensive brand), brand switchers (people who buy a variety of products in the category), competitor's customers (people who buy a competitor's product most or all of the time), and loyal customers (people who buy your product most or all of the time).
In order for a sales to be a success, TRESemmé must know how to make it more convenient for consumers to buy their hair products. Using coupons and rebates is a great idea because coupons will attract the consumer to buy a hair product from TRESemmé since it is on sale; also if a consumer buys one of TRESemmé's products and realizes that they don't want it anymore, they can return it back if they haven't opened it or used it. TRESemmé uses a premium for some of their products for example, if a consumer buys a shampoo, there are deals where they can get a free conditioner along with it. Who wouldn't buy a shampoo if they can get free conditioner with it too? Sampling is another thing that TRESemmé does with its products. They have small bottle of their gels, shampoos, conditioners, etc. and they give it to customers that are willing to try them out. If the customers ends up liking it, then they are more likely to buy the product from TRESemmé. Point-of-Purchase Promotion is used when TRESemmé wants to advertise their products in the most effective ways. They usually display the most attracting products in front of a shelf to attract their consumers. Online sales promotion is what TRESemmé does in their website. When a customer buys something online, puts it in their shopping cart and is almost ready for checkout, they can first put in a promotion code to get some percentage off of the products they want to buy.
TRESemmé must be aware of relationship selling to sell their products easily. They must focus on the key ingredients in identifying prospects and developing them as long-term satisfied customers. TRESemmé would need to build long-term branded relationships with consumers and buyers so that they can build mutual trust between the buyer and the seller. If the consumer is planning on buying one of TRESemmé's product, they most likely will if they have a sense of relationship with the company. It costs businesses six times more to gain a new customer than to retain a current one, which counts for TRESemmé too. TRESemmé would need to let their customers know as much as they want about the product without lying about anything.
Of course, there are several steps needed in the Selling Process knows as the sales cycle. TRESemmé needs to:
- Generate Leads
- Qualify Leads
- Approach the customer and probe needs
- Develop and Propose Solutions
- Handle objections
- Close the sale
- Follow up
There 7 steps are very important because they lead to the final purchase of a consumer buying a product from TRESemmé. TRESemmé must have all these 7 steps in order to be able to sell their products efficiently to their customers.
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