Sales Marketing Strategy
Every product has to have a sales marketing strategy to support it. You can sometimes advertise a couple of
items together like a table and seats, but any device for which you do not have a sales marketing strategy is
doomed to failure.
Let me put it simply, if you went out one day and saw that someone was selling his entire stock of bicycle tyres
cheap because they were going bankrupt and you bought them, who would know except you and the person you purchased
them from? And he is not going to want them back!
You may say: 'But I would not do that. I would put an advert in the paper'. Well, that is your marketing
promoting strategy. I am not saying that it is a decent one, but at least it is something. Something to build on in
The first thing to think about is who your target market is and how can you best reach them. The answers to
these two questions will permit you to make a decision about whether you are going to concentrate on on or off line
sales. Never forget that the overwhelming bulk of sales are off line, although the on line market is growing every
If you have a shed load of bicycle tyres, for instance, you would probably get better off promoting them in the
classifieds section of the local paper. Or you could advertise a one-off garage sale of cheap bicycle tyres or you
could take them to a car boot sale. In your spare time, you could create a small website, but in this instance off
line sales are more likely than on line sales.
If however, you hook up with a bicycle tyre firm that is willing to drop-ship (ie deliver) from their warehouse
for you then a car boot or garage sale is useless to you. In this example, you should go straight on line, create
an automated sales and payment processing page and promote it on line by the various methods on hand.
If you really want to, you could back up the on line sales with a bit of off line advertising. For instance, you
could put a postcard in the newsagent's window advertising that your website has a stock of cheap bicycle tyres
that can become delivered to the customers' door. Then just add the URL of your website.
Your sales promoting strategy must be customized to what you are trying to sell. In other words, you have to
have a great deal of promoting tactics so that you can pick the ones that are right for your product. No one sales
advertising strategy is ever going to fit all the products. Therefore, if you rely on only one sales marketing
strategy you will not succeed.
In summary, when you have your good product ready for sale, sit down and think about who will purchase it and
how you can reach them - ie how you can tell them that you have what they would like. Then draw up a plan - yes, I
mean set something down! Set down how you are going to achieve this and set down when the stages of your sales
promoting strategy have to become completed by.
It is just by having a solid sales advertising strategy that you can cite that you will succeed in marketing.
Failing to plan is tantamount to planning to fail.
by +Owen Jones