A firm's success often hinges on the competent management of its sales force. Sales managers have responsibilities in a number of areas. Sales promotion techniques are used primarily to enhance and supplement other promotion methods. Sales Promotion Objectives. Sales promotion activities may be used singly or in combination, both offensively and defensively, to achieve one goal or a set of goals.
Marketers use sales promotion activities and materials for a number of purposes.
Any sales promotion objective should be in keeping with the organization's general goals and with its marketing and promotion objectives. Sales Promotion Methods. Most sales promotion methods can be classified as promotion techniques either for consumer sales or for trade sales. A consumer sales promotion method attracts consumers to particular retail stores and motivates them to purchase certain new or established products. A trade sales promotion method encourages wholesalers and retailers to stock and actively promote a manufacturer's products.