Reaching Sales Representatives
Determine if you want the sales promotion to be a short-term or long-term promotion. For a product just being introduced, you will want to use a long-term promotion to help establish the product in the sales representatives' minds. A product that is at the end of life would be a short-term promotion as you are trying to get old product off shelves.
Create a spiff-based promotion for your product that will entice sales representatives to want to push your product. The spiff can be done on a per-unit basis where every unit sold gets a bonus, or you can create a spiff based on volume where the bonus is not paid until a certain volume of sales is reached.
Develop a registration system that will require sales representatives to sign up to be part of the sales promotion. The registration will not only track sales volume for each representative, it can also be used as a contact database for future sales promotions involving sales representatives.
Create marketing material that outlines the complete program to sales representatives, gives registration information and offers sales pitch information that representatives can use when trying to sell your product.
Stay in touch with registered sales representatives with weekly sales pitch information updates, and updates on how each representative is performing in the promotion. This will help to stoke the competitive fires among the sales representatives and drive revenue.
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Promoting to Retail Customers
Focus your promotion on one product, or one family of products. If you make the promotion too broad, then retail customers may get confused and not participate. If the promotion works for one product, then you can replicate it for other products as well.
Determine which kind of retail sales promotion strategy you want to use. Some of the popular retail promotions are buy one, get one free as well as free sample, buy a product and get a free accessory or a mail-in rebate.
Create a comprehensive set of rules for the promotion and include those rules on all of the promotional material. Work with your company's legal department to ensure that the rules of your promotion are complete and effective.
Develop a website where customers can register to receive promotional rewards and find out more information about the product and company. Ask customers to give their email address for future promotions. Designate a toll-free phone number where customers can call and ask for more information on the promotion.
Create a retail display that gives all of the details of the promotion to be placed in all of your retail outlets.