Sales - what is it? System, organization and market for products

2024 Author: Howard Calhoun | [email protected]. Last modified: 2023-12-17 10:16

Well-coordinated production and trade processes at the enterprise, which bring significant profit, are impossible without a productive sales organization. The main goal that should be set by the sales department in each organization is the optimal choice of implementation options, taking into account the planned sales volumes in a particular market segment.

Thus, profit is derived by satisfying solvent consumer demand, taking into account one's own economic interest.

The role of marketing in market conditions

Simplistically, we can say that sales is a directed activity for the sale of finished products, which includes many diverse functions.

1. Effective learning of needs and consumer preferences.
2. If necessary, it is the distribution network that contributes to the adjustment of production processes aimed at improving the quality characteristics of the goods. In addition, its pre-sale preparation is being improved (appearance and properties of packaging, sorting, packaging, and much more).
3. Maximum approximation of all featuresproduct to the taste preferences of consumers allows the manufacturer to significantly increase its competitiveness in the market.
4. The optimal distribution system determines the best performance of the production process. This brings the most profit in the end.

Features of the marketing policy in the implementation of means of production

Sales organization involves, first of all, the successful promotion of manufactured products or purchased goods to the market and a clear organization of mutual settlements for them. The market system of relations determines an individual approach to the entire system of building industrial relations and personal contacts with consumers. The most important role is played by the specialization of sales personnel in the sale of specific products (to a greater extent this applies to high-tech and previously unknown goods).

The system of marketing consumer goods has significant differences from the sale of funds and production items. In the latter case, the entire infrastructure consists of a relatively small number of knowledgeable consumers. The result of close relationships between manufacturers and 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 consumers who have potential interest and have great knowledge about the product and itsuse.

Relationship between subjects of the consumer market

Sales is a system of relationships between entities operating in the commodity-money spheres of exchange to meet their commercial needs. In this system, the object is the product, and the market actors are sellers and buyers, as well as various intermediaries that accelerate the functioning of all commodity-production relations. The main task of competitor analysis is to obtain the necessary data in order to provide an advantage in this area.

Choosing optimal solutions

When studying the strengths and weaknesses of rivals, the study of the market segments they occupy is carried out. When considering the reaction of consumers to the means used by competitors, the analysis of product improvements, pricing policy, brands and advertising companies, the development of related services, and so on are carried out. The material, financial and labor capabilities of opponents and the organization of management of production and trade activities are being studied very carefully. As a result, a choice appears:

• optimal options for achieving the most advantageous position in the market;
• strategic pricing directions for competitive advantage;
• trends in the quality of products, goods and services.

Exploring Potential Opportunities

In addition to studying competitors, it is necessary to subject andthe commodity market itself, the motivation of consumer behavior within its limits and the factors that determine their actions, as well as the structure and nature of consumption and consumer demand. The actual result of such an analysis is the identification of specific types of customers, the development of models of their behavior in various situations and the expected demand indicator. The best way to mitigate commercial risk is to get a product that meets customer needs as closely as possible.

Detailing the work of predicting market preferences, it is necessary to group all consumers and select the most appropriate segments, which will be targeted by the marketing policy of the enterprise. Taking into account the fact that sales is one of the main functions of marketing, it is the strategic development of the tasks and methods for solving them that increase the possibility of managing the consumption process. This is done by adjusting consumer preferences and consumer properties of goods.

Product sales and promotion

Sales are stimulated using methods of appropriate influence, accelerating and enhancing the interest of individual segments of the commodity exchange market.

Sales can be increased by encouraging people to buy at the expense of:

• preferential pricing and promotions;
• demonstrations;
• distributing samples, samples and coupons;
• offers for money back;
• bright and eye-catching packaging materials;
• organization of various competitions and test cards;
• premium offers and more.

Sales Growth Policy

Stimulation of the trade sphere occurs through the use of credits for the purchase, the distribution of free goods under certain conditions, joint promotions and dealer contests. The interest of sales and production personnel in the organization is achieved by the introduction of bonus and competitive programs, as well as by holding conferences.

To stimulate resellers, products are made easily recognizable, they are given a memorable image. The manufacturer is trying to increase the volume of supplies and increase the interest of agents in active sales.

The choice of the best levers of influence on the consumer largely depends on the specific situation, but the accuracy and adequacy of marketing research can significantly increase the likelihood of winning a leading position in the sales market. High-performance sales is a set of the most effective methods for the sale of consumer goods, ensuring the competitiveness of the company.