Tools and Programmes for Dealers/Distributors Sales Promotion:
i. Free Display:
There is provision of free display of material either at the point of purchase (POP) or at the point of sale (POS), depending on one’s view point. Display reaches consumers when they are buying and actually spending their money.
ii. Retail Demonstrations:
These are arranged by manufactures for preparing and distributing the products as a retail sample, for example, Nescafe Instant Coffee was served to consumers for trying the sample on the spot of demonstration regarding the method of using the product.
iii. Trade Deals:
These are offered to encourage retailers to give additional selling support to the product, e.g., tooth paste sold with 30% to 40% margin.
iv. Buying Allowance:
Sellers give buying allowance of a certain amount of money for a product bought.
v. Buy-Back Allowance:
It is offered to encourage repurchase of a product immediately after another trade deal. A buy back is a resale opportunity.
vi. Advertising and Display Allowance:
These are also offered to retailers to popularise the product and brand name of the manufacturer.
vii. Contests:
Sales contests are held for salesmen. These are usually aimed at increasing the performance of the sales persons.
viii. Dealer Loader:
A gift for an order is a premium given to the retailer for buying certain quantities of goods or for special display done by the retailer.
ix. Training for Salesmen:
Periodical training programmes are conducted by dealers and distributors for salesmen to give them a better knowledge of a product and its usage. Dealer sales promotion provides the selling devices. Sales promotion devices at the point of purchase inform, remind, and stimulate buyers to purchase products.