Sales Promotion and Consumer Loyalty: A Study of Nigerian Tecommunication Industry Oyeniyi Omotayo Abstract In today’s competitive business world customers are considered to be kings. Customers have several choices to make among alternative products, and they exercise a high level of influ.

As sales in almost all sectors continue to suffer, here’s my promised overview of the six universal principles of sales and marketing effectiveness – principles that are relevant to all types of sales organisations, irrespective of size, sophistication or location.

No doubt you’ve heard certain individuals express the view that sales and marketing is a specialist art in which only the few – the naturally gifted few – can excel. Those individuals are often the salespeople who change jobs every two to three years, leaving a trail of disappointed employers in their wake.

If we are to connect the powerful commercial ideas of a business to the necessary levels of sales or customer retention, we need to discard such rarefied views of the sales and marketing function. We need to treat it, instead, as a process that is 95% graft and science, 5% natural ability.

The six universal principles of effectiveness

There are six universal principles of sales and marketing effectiveness that impact the performance of all sales organisations. The precise weight that each principle will bring to bear on final results will vary between markets and, to some extent, between companies. A critical foundation is forming a common view of those weights between customers, senior management and front-line management.

Here are the six principles:

• Knowledge – having a full understanding of the marketplace and how your products serve its needs. Do your homework. This is usually the basis of your competitive advantage.
• Strategy – providing a focus and direction for the sales and marketing effort commonly understood through the company.
• Structure – the division of work among individuals and the coordination of the work once it has been divided. Even if you only have one salesperson, tasks have differing priorities.
• Marketing operations – relating customers’ needs to your products, and driving customers to being positively disposed towards your products. In many businesses this is largely driven by consistency and service delivery.
• Sales operations – making it easy for customers to buy your products.
• People – recruiting, integrating and developing commercial people to achieve maximum performance (and removing any underperforming people quickly).

To take control of the sales and marketing function, we need to incorporate all of these principles into the process and actively manage them.

For more information on how to grow your sales, email me or call me on 020 7099 2621. Also see the TCii case study “Establishing a sales capability”.

This is “Sales Promotions”, section 12.2 from the book Marketing Principles (v. 1.0). For details on it (including licensing), click here.

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This content was accessible as of December 29, 2012, and it was downloaded then by Andy Schmitz in an effort to preserve the availability of this book.

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