1. MARKETING/ Sale Strategy.
The salesstrategyseekstoachieve the following objectives:
1. To increase the salesmarginof cleancook stovesand widenthe salesanddistributionchannel
and networks.
2. Reachingthe targetsand goalssetquarterlybyestablishing,maintainingandexpanding
customerbase for the cleancookstove market.
3. Servicingthe needsof yourexistingcustomersandincreasingbusinessopportunitiesthrough
variousroutestomarket.
4. Settingsalestargetsforindividual retailingrepswithcompetitivesale contentstoaugmentsale
process
5. Recruitmentandtrainingsales staff,allocatingareastosalesrepresentativesat strategic
territories.
6. Possiblydealingwithsome majorcustomeraccounts,relationshipselling,keyaccount
management,andcustomerfeedbackcollection.
7. Increase sustenance of cookcleaneducationcampaign,adoptionof cleancookstoves,sales
promotionsandsalesvanads.
Sale promotion.
Free DeliveryservicesforcustomerinandroundAccra and subsidizethe costof deliveryforclientsat
distance locations.
Provides specialtyadvertisementsouvenirstorewardloyaltyortostimulate saleseg- Aprons,T’Shirts
or gifts.
Provide free healthoreye screeningservicesforclients,distributors’artisansandwomengroups
associatedwithcleancookstoves tomotive salesplayersalongthe value chain.
SalesCommunicationand Advertisement.
AdoptsalesvanPA communicationsystemwithjinglestoeducate andstimulate sales.
Printmerchandisedpictorial imagesof smoke induce healthdefectsespecially inpregnantwomen and
girl child.
Videodocumentaryof cleancookdemonstrationintertwinedwithcommunitybasededucation/
awarenesscreationsinlocal dialectsshownin some majorselectedterritories.
Organize periodiccommunityeventsandparticipate inlocal eventslikefestivalstoeducate and
stimulate purchase
Rural communitystakeholderrationalizationandsale stimulationdrive amongwomengroupsand trade
association,marketqueens,womenfinancial susugroups ect.

2. SalesLoyalty programs and discounts
DiscountforGold taggedclients. Seasonal Discount:Whenproductsare boughtwithinaspecifictime-
frame. Conditional Discount:Whenthe productspurchasedare usedorreconditioned. Quantity
Discount:Whentwoor more of the same product are purchasedatthe same time.
Incentivize YourSalesPartners and Marketingforce.
Recruitmentof salesforce andtheirpaymentstructure mustbe commissionbased.Itisimportantwhen
designingcompensationstructuresthatthese include clearrewardsforintendedresults.Salesforce
networkingbasedontargetaudience orgeographical segmentations shouldbe considered.
I recommendsales commissionstructure “shake up”the salesforce.Mostcommissionschedulesare
tieredwhere the salespersonreceivesalowercommissionrate ashissalesincrease.If you’re usingthat
approach,flipthe incentive ratiofromtoptobottomby makingthe highercommissionsapplicableto
the greatervolume of sales.
Howeverfora temporaryboostinrevenues,create asalescontestwhere the networksof salespeople
compete fora cash prize, cookingutensils,orsome otherdesiredperquisiteif theyreachatargeted
level of salesornewaccounts.If successful,follow one contestafteranotherwithadifferentprize each
time
Hard SellingStrategy.
It involves- doortodoorsales, bysalesagentsat homes,marketplaces,amongothers byrecruitedsales
force.
CollectiveHardSalesStrategy:Itinvolvesanetworkof communitybase salesforce withprincipal
communityofficialora respectedmemberwithinthe communitytoorganize groups.The gathering
wouldbe educatedandinfluence towardspurchase of the products.Itistime andcost effective. Public
gatheringsalestrialsandeducationatmarkets,festivalseventsamongothers helpstoeliminate of
perceptual orpsychological ProductRiskordoubts- SalesTrials
Socialize at both industryand non-industryevents.( SpeakingandstimulatingsalesdrivesatSME/Non
formal sectormanagementconventions)
1. ParticipatinginSME industrymanagementfunctions,associationfunctions orgatherings,women
customeradvocacy platforms,SME business platforms,initiatingorchampioningcommunitybase safe
delivery girl childissues andsmoke free cookingconcept. Thisseekstogenerate salesleadsandto
make cook cleanproductpronouncements.
To communicate brand of cook cleanstove to have directmarketaudience atcommunitymaternity
weighingcenters. Healthworkertoengineereducation,awareness campaigns oncookcleanstoves atts
whilesthe salesforce coordinateandfacilitatesotherarrangementstowardssales,follow upsand
deliveryof the product.
Mediapublicationsand sales drive.

3. Write and publisharticlesonproductsandservices of cleancook,impactsonsocioeconomic
empowermentof women,environmental,health,livelihood,sustainability etc. Itisessential tostimulate
corporate worldsupport,to facilitate masspurchase of cookcleanstovesforthe vulnerablegroups,to
assistfundraisingand to access corporate social responsibilitycollaborationfromorganizationswiththe
same vision.
Generatingmediasalesdrivetoaugmentmarketingprowesswherecorporate institutions,government,
NGO’sand general publicwoulddonatesintoaccountstosupportmasspurchase of cleancookstoves
for people withsmokeoruncleancookinginducesdisease, pregnantwomen,widows,and those
affectedbynatural disastersegfloods etc.
Write proposal formediatime slotegGBC to campaign,educate andpromote sales initiativesof clean
cook stoves.Hidingundershadowinitiativeprogramslike childeducation, healthandsafetyof girl child,
pregnancyandsafe delivery, householdsmokeinducesillnessprevention,etc.
CustomerCentric sales drive adoption.
ChurnManagementthroughchurn diagnostictestsexplorationacrossdesignatedsale territoriessales.
Sale complaintmanagementandfeedbackcollection. Ongoingsalesmarketingresearchtomonitor
competitoractions
Organic growth and Create a Referral Program
Designa referral programthatrewardscustomersforbringingothersintothe customerbase.Referral
rewardscan be in the formof discounts,gifts,invitationstospecial events,or“closeddoor”salesevents
where onlycertaincustomersare invitedtoparticipate andtake advantage of savings,exclusive
products,or otherpreferredcustomerperks.
A referral programcan borrowideasandschemesfromthe raving fan concept, butwill be executedina
simplerandmore general fashion.Manycustomershave friends,coworkers,andfamilymemberswho
require the same productsandservices,soreferral is anatural processof growingthe customerbase by
usingexistingcustomersasa resource forcommunityoutreach.
Note.The above salesstrategiesshouldbe translated intoaction plan for implementationtoachieve
desirable results.