Besides stimulation of buyer activity, you also have to ensure loyalty of the salesperson, and this task belongs to the priority category by the very definition. To win support of the personnel in places of sale, you may either employ a material incentive system (contests and promotions with the prize fund) or use a more complicated yet not less efficient method of informing the salespeople.
In addition, one should not forget about the efficient branding and P.O.S. materials which will allow you to emphasize attention on the brand name and, using bright visual materials, point to the product represented on the store shelf among many other products.
Among the methods used in trade promotion the
following are the most common:
- Mystery shopper: controlling the quality of service and product loyalty on the spot, and measures to improve these indices
- Merchandising: ensuring correct placement of merchandise in sales outlets, ensuring completeness of the assortment range, controlling the placement of P.O.S. materials
- System of increasing salesperson’s loyalty: a complex of methods aimed at ensuring maximum favoring of product’s sales by salespeople
