Today business world there is an initial propagation of product launch and an advertisement produces in war level leave an impact on customer. There is completion to inscribe the brand image and brand name into the target customer into its selected niche area. Advertisements direct relates to the sales serves building awareness of product, establish brand equity and generates sales.
Increase in Sales and profit directly relates in the idea, product service involvement and the investment done in its advertisement. Increase in Advertisement increases the intensity on increased demand or creates consumer loyalty. This loyalty of customer holds the demand pointing it to fall with minor rise in price. This is an impact of Advertisement on sales. Advertisement makes the consumer to finalize with the product name so he is not reluctant to buy the product in sales person visit. Advertisements significantly fixed the brand image and make a significant product positioning.
As advertisement has a direct impact on sales, like wise the strategy incorporated in the sales and marketing division had direct impact in increased sales
The above promotional tools are targeted to the potential customer for the product. In this context it is imperial to know how the potential target customer feels of the company and of its products. Most companies measure its effectiveness through awareness survey and the tracking studies. They want precise and concrete evidence that marketing investment is paying off.
Different measurement tools are being used to estimate the sales efforts. The most important is the strategy of the sales being is enforced in the field. If systematic and the strategic planning is enforced it gives birth in the profit generation.
The strategy incorporates the training of the sales person equipping him of the management tools e.g. Kinesis, Time management, communication and language skills (way to speak in different ways convey message),Total quality management, reengineering, change management and other motivational training in the stipulated intervals. The benefit will be in enhanced scale – saves time, increase customer and revenue as well.
Steve W Martin in his article-“Why Sales and Marketing are at Odd- or Even war (blogsHBR.org sept29 2010 – Sales person need to formulate strategy based on the people who are his prospect. They need intuition to say” what to say” and “how to say” in the competitive situation.
He considered strategy incorporation important in his articles. Before sales one need to know how many people involved with designation or in particular role considering the hypothesis about the selfish intention which motivate customer to buy. He also says- Interviewing customer to gauge his behavior and finally he speaks of appraising- when deal is lost-why, when, how, in which circumstances it was lost- all question answered will restrict or reducing the failure in future.
Danney Landigham in his article “The new since of Sales Force productivity” (sept2006, www.hbr.org)says – sales leader reinvented the new approach in respond to the challenge in market environment. They focused on art of selling, not only gut feelings, data’s analysis, processes and tools to analyze and pursue sales in spite of hiring the talented sales personal they use the existing sales representatives and in fetch the growth of 50 % per sales representative.
Periodical assessment is ultimately necessary for Cause and Customer feedback to show the cause of profitability or its decline.
The strategy fails when the operative part is neglected on its norms. Today companies are having its own Corporate Marketing division who takes sole responsibility of corporate communication with the client, maintaining the bond with the customers sending them the company gifts time to time. They are taking incorporated stand with the strategy building and building brand image. It’s the inability of the companies to fail to get the sustainable profitability in lack of sufficient information and required assessment.