What Is the Relationship Between Sales & Promotion?
The terms sales and promotion commonly get used together as if they are synonymous, but they have different meanings depending on the circumstances. Both fall under the general category of marketing for a business. Understand the relationship between sales and promotion so that you can craft an effective and thorough marketing plan for your business.
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Sales
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Selling is the overall process of contacting and convincing potential buyers to purchase the product or service. One way to sell is to simply walk up to a customer, say hello, relate to the person and eventually start talking about the product to convert a sale. This method is sometimes called relationship selling. Another option is cold calling on the telephone like telemarketers and phone sales personnel. Some businesses sell by providing consumers with general information they need that isn't directly related to the product or service.
Promotion
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Promotion is just one method of selling to potential customers. A promotion is the process of publicizing a product using advertising tools. The main point of a promotion is to sell the product or service. Advertising promotions include placing television, print, radio and Internet advertisements. Some companies try guerrilla-style promotions like handing out fliers and product samples on the street.
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How Are They Related?
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Marketers use the terms sales and promotion together often because they are very closely connected. In short, one way to get a sale is to promote while the promotion of the business' offering is supposed to lead to a sale. Also, certain selling strategies can often lead to results in the short-term while a promotion may produce results in the long-term and have long-term repercussions (positive or negative). Promotion is an element of the 4-part marketing mix (price, place, product and promotion) and the main purpose of the marketing mix is to bring sales to the business.
Sales Promotions
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It is also useful to explore the meaning of a sales promotion to understand the relationship between sales and promotion strategies. A sales promotion is a specially designed program that attempts to lure immediate sales. For instance, some product manufacturers advertise buy-one-get-one-half-off offers and coupons to motivate the consumer to act before the expiration date.
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