Sales Promotion tools are best used for inducing the first "Trial" for a new customer to a product or service as well as to induce a "Retrial" of those customers who took the first trial. The video highlights the most popular tools for promoting "Trial" as well as useful tools for "Retrial" buying behaviour of customers.

1. Sales Ki Pathshala, 10th March 2021 Sanjay Singh, The Sales Coach

2. What is
Sales
Promotion?
• Sales Promotion is any activity initiated by the Seller to
boost it’s Sales directly.
• It is different from Personal Selling , Advertising or
Public Relations.
• The concept of BTL (Below the Line) and ATL (Above
the Line) must be well understood.
• The expense incurred in Sales Promotion is taken as
part of the Sales Acquisition Cost and is never treated as
an investment for Marketing (brand building).

3. Objective of Sales Promotion
• Trial • Retrial

4. Sales
Promotion
Tools for
inducing Trial
• Free Sampling
• Free Gifts / Merchandise
• Coupons
• Voucher Code
• Combo offers with fast moving brands
• Venue Marketing
• Sweepstakes
• Lottery / Lucky Draw
• Member Gets Member (MGM)
• Trade Shows for B2B Business Model
• Knowledge Forums for B2B Busines Model
• Trade in (Bring Old , Buy New)
• Email Marketing
• Social Conversations on SMM – Webinars , Blogs, Forums

5. Sales
Promotion
Tools for Retrial
• Do It Yourself Kits
(Dove DIY on face and skin care)
• Empowerment Programs
(Chefs teach you how to use microwave
oven)
• Feedback Forms Redemption Program
(Domino Pizza shares free vouchers for
redemption on next purchase)
• User packaging redemption
(Bring 6 used packages of Maggi and take
one new Maggi noodles)

6. Why is Sales
Promotion important?
To promote downward movement in the
AIDA Funnel

7. Budgeting for Sales
Promotion
This is an “Expense” and not an “Investment”!

8. Do you have a Sales Promotion Plan for your territory?

9. More Awareness =
More Interested =
More Desirable =
More Action

10. Every
Wednesday,
4 – 5 PM

11. Thanks!
Reach out to me on sanjay@consult4sales.com