Indeed, initially, as a new product is introduced on the market, the volume of sales is rather small. The main reasons for this are the fact that people don't know about it or that they use a different product. The price element is not necessarily relevant here and the first goal is to get the product known. This is done through extensive media advertising.
On the other hand, once the product reached the maturity and decline stages, sales promotion become essential in keeping the interest of the consumer alive. The company can expect to increase its volume levels by lower prices and remain at a certain level of net sales.
The example of Harley Davidson is relevant in pointing out the B2C aspect. The advertising component is still strong: if we go back at the case study, we note that the H.O.G. is also in charge of the entire promotional material, going from t-shirts to pins, everything to emphasize the riding experience. On the other hand, sales promotions have not yet made their way strongly in the company's promotional mix. The reason for this is quite simple: Harley is not only a motorcycle, it is a brand.
The B2B relationship is somewhat different, in the sense that, as I have previously described the case of the software company, you do not have sales promotions and not much advertising, but strong publicity. In a business environment, a good service is discovered and told around quickly enough to make anybody want to emphasize this aspect.
As such, we may state that the sales promotion, while important in B2C (although not necessarily relevant in Harley's case), becomes unnecessary in B2B, mainly because of the final recipient of the product or service and of what he usually wants from a product. A company has enough resource to be unresponsive to a sales promotion. On the other hand, advertising is similarly important in both cases, but there is a plus for publicity in the case of B2B, due to reasons already previously described.
The Role of " Salespersonship"
Approach and communication are, in my opinion, the two fundamental keys for a successful sales person. In my opinion, in a business-to-business...
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