The sales policy is the main component of the successful development of the enterprise, since each organization is created for the production of products, their sale and profit. The lack of sales of products leads to the senseless existence of the enterprise itself.
Sales policy factors
When developing a marketing policy, there are important factors to consider. The vital activity of the enterprise is influenced not only by the internal environment (interaction of departments and services for the production of products, its storage, sale to the end consumer), but also by the external one. This is the infrastructure of the region, its economic development, the state of transport roads.
There are many more end users in a large economic region than in underdeveloped regions. But in large metropolitan areas there is a factor of strong competitive enterprises. Therefore, it is necessary to develop the geographical sector of the sales market. In this regard, the question arises of investing additional funds in advertising in other regions, as well as an increase in the price of the product itself due to an increase in transport costs, the development and use of product packaging in order to avoid spoilage due to changing climatic conditions. In this case, it may be necessary to attract intermediaries to increase sales.
Stages of forming a sales policy
For effective sales activities, it is necessary to draw up a phased plan for the implementation of a sales policy. It is necessary to determine realistic, achievable sales goals, regardless of whether they will be achieved in the long or short term. This is a guaranteed volume of sales of goods in a dedicated market segment, sales revenues, sales time, control of goods turnover, etc., depending on the main goals of the enterprise. The next step is to analyze the influence of the external and internal environment, develop measures to neutralize negative factors and their implementation, create and control distribution channels for products in the market sector, select intermediaries for the distribution of goods.
Considering the distribution channels, you need to understand that there are direct deliveries, when the manufacturer personally sells the manufactured products, and those that are formed in connection with the involvement of intermediaries.
The last, and quite significant stage in the sales policy is the organization and uninterrupted operation of the product quality system. It is practically impossible to sell low-quality and uncompetitive products.
The company independently selects the most effective method to achieve the result - it all depends on the production, financial, economic capabilities of the organization and its position in the market. These factors are to be examined and addressed through the organization's marketing policy.
