N4 Entrepreneurship & Business Management 3.2.2 Sales promotion


Sales promotion refers to any activity where direct contact is made with the customer while promoting your products or services. This could include sampling or demonstrations, to add an extra incentive to buy. This technique can only be used on a short-term basis.


Sales examples


• Coupons • Free samples Buy one – get one free • Competitions • Demonstrations in shops • Specials


An example of a sales promotion Benefits of sales promotion


• Encourage purchases of new products • Encourage buying of several units at the same time • Identify new customers • Get rid of “out of season stock”


3.2.3 Personal selling


Knowing your particular product or service well is essential in any personal selling situation. A customer will ask you all sorts of questions and your ability to answer them satisfactorily will influence the customer’s decision whether to buy or not.


Knowledge includes the following: • Know the features and benefits of your products or services very well. Not only what the product is or has, but also what it does for the customer.


• Know your business, delivery times, guarantees, etc.


• Know all the prices and possible discounts of your products.


• Read newspapers daily so that you know what is happening in the marketplace. This includes any information about your competition, their products and their selling prices.


• Know all the different selling techniques, including how to approach a customer and eventually how to close the deal.


Develop a selling system Personal selling takes place on a daily basis in most businesses. Dealing with all types of customers and therefore different personalities is not very easy. Sometimes people go


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