Coherent production and trading processes onAn enterprise with a significant profit is impossible without a productive sales organization. The main goal that the sales department in each organization should set for itself is the optimal choice of implementation options taking into account the planned sales volumes in a particular market segment.
Thus, the profit is derived from meeting the effective consumer demand, taking into account its own economic interest.
The role of sales in market conditions
Simply put, it can be said that sales is a directional activity for the sale of finished products, which includes many diverse functions.
- Effective study of needs and consumer preferences.
- If necessary, it is the sales networkcontributes to the adjustment of production processes aimed at improving the quality characteristics of the product. In addition, its pre-sales preparation is being improved (appearance and properties of packaging, sorting, packaging, and much more).
- The maximum approximation of all features of the product to the taste preferences of consumers allows the manufacturer to significantly increase their competitiveness in the market.
- The optimal sales system determines the best performance of the production process. It brings in the end the greatest profit.
Features of sales policy in the implementation of the means of production
Organization of sales involves firstsuccessful promotion of manufactured products or purchased goods on the market and clear organization of settlements for them. The market system of relations determines the individual approach to the whole system of building production relations and personal contacts with consumers. The most important role is played by the specialization of personnel engaged in sales activities in the sale of specific products (to a greater extent this applies to high-tech and previously unknown goods).
Система сбыта товаров потребления имеет significant differences from the sale of funds and items of production. In the latter case, the entire infrastructure is made up of a relatively small number of knowledgeable consumers. The result of the close relationship of the enterprise-producers with customers is a certain type of contractual relationship, as well as a pricing system with a fairly fixed percentage of profit. With this variant of the sales market, in order to increase sales it is necessary to regularly visit regular customers who have potential interest and have extensive knowledge about the product and its use.
The relationship of subjects of the consumption market
Sales is a relationship betweenentities operating in commodity-money exchange areas to meet their commercial needs. In this system, the object is the commodity, and the market subjects are the sellers and buyers, as well as a variety of intermediaries, contributing to the acceleration of the functioning of all commodity-production relations. The main task of competitor analysis is to obtain the necessary data to ensure an advantage in this area.
Choosing the best solutions
When researching strengths and weaknessescompetitors are studying the segments of the market they occupy. When considering the reaction of consumers to the means used by competitors, an analysis of product improvements, pricing policies, trademarks and advertising companies, the development of related services, etc. are carried out. The material, financial and labor capacities of the opponents and the organization of the management of production and trading activities are studied very carefully. As a result, there is a choice:
- optimal options for achieving the most favorable position on the market;
- strategic pricing areas for competitive advantage;
- trends in the quality of products, goods and services.
Examine potential
In addition to studying the competitors, carefulthe study must also subject the market itself to the sale of goods, the motivation of consumer behavior within it, and the factors that determine their actions, as well as the structure and nature of consumption and consumer demand. The actual result of this analysis is the identification of specific types of customers, the development of models of their behavior in different situations and the expected indicator of demand. The best way to reduce commercial risk is to get a product that closely matches the needs of customers.
Detailing the work of market forecastingpreferences, it is necessary to group all consumers and select the most appropriate segments, which will be targeted marketing policy of the enterprise. Taking into account the fact that sales is one of the main functions of marketing, it is precisely the strategic development of the tasks and methods for their solution that increase the possibility of managing the consumption process. This is done by adjusting consumer preferences and consumer properties of goods.
Sales of products and its promotion
Sales are stimulated using appropriate impact methods that accelerate and reinforce the interest of individual segments of the commodity exchange market.
Sales can be increased by encouraging people to buy through:
- preferential pricing and promotions;
- demonstration shows;
- distribution of probes, samples and coupons;
- offers to return spent funds;
- bright and attractive packaging materials;
- organizing various contests and test coupons;
- offers of premium items and more.
Sales Growth Policy
Stimulation of the trade sphere occurs due touse of credits for the purchase, distribution of free goods under certain conditions, conducting joint advertising campaigns and dealer contests. The interest of the sales and production personnel in the organization is achieved by the introduction of bonus and competitive programs, as well as by holding conferences.
Для стимулирования торговых посредников товары make it easily recognizable, they are given a memorable image. The manufacturer is trying to increase the volume of deliveries and increase the interest of agents in active sales.
Choosing the best leverage onConsumer largely depends on the specific situation, but the accuracy and adequacy of marketing research can significantly increase the likelihood of gaining a leading position in the market for goods. Highly effective sales is a set of the most effective methods for the sale of consumer goods, ensuring the competitiveness of the company.
