Sales-training Programmes

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An increasingly popular trade promotion is to provide training for retail store personnel. This method is used specially for consumer durables like personal computers, exercise equipment, etc. the increased complexity of these products has made it important for manufacturers to ensure that the proper factual information and persuasive themes are reaching consumers at the point of purchase. For personnel at large retail stores, manufacturers can hold special classes that feature product information, demonstrations, and training about sales techniques. Another method to give information would be the use of videotapes and brochures.

 

Hewlett Packard

Promotion: Mystery shopper program

Objective: to revitalize the distribution chain, audit retailers and the competitive situation.

City: Delhi, Mumbai, Ahmedabad and many more

Strategy: aimed at the dealers, the objective of this promotion was top revitalize the distribution chain, audit retailer and competitive situation. Mystery shoppers visited the retail outlets to ascertain merchandising and retailer-consumer interaction.

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