Promotions in orders during sales visits
Promotions in orders placed during sales visits are standard in the relationship between manufacturers, distributors and stores. As consumers, we understand perfectly why we are eager to take advantage of promotions and often expect sellers to organise them. Although the decision-making process for B2B purchases differs from the consumer market, many promotional mechanisms apply directly.
Promotions in orders – four main goals
Sales reps like to use promotions in order negotiations during sales visits because the benefits of using them lead to increased sales volumes. And even if this does not directly translate into sales targets being met, it looks good and certainly reduces potential stock gaps in the stores. However, the good mood of sales staff is not enough to justify the use of this business tool. So, what are the goals of sales managers who decide to include order promotions in their sales strategy?
The first is the aforementioned increase in the volume of goods sold. The apparently loss-making reduction in margin should be compensated by the quantity of goods sold. At the same time, the consumer’s basket (and awareness) becomes more saturated with the promoted brand’s products, influencing consumer behaviour and habits.
Secondly, promotions help to build customer loyalty in the B2B sector. Special offers and loyalty programmes, such as regular discounts for frequent customers or rewards for repeat orders, help to retain customers and reduce their tendency to switch suppliers.
Thirdly, promotions are often used to support the launch of new products. For example, new products can be offered in promotional packages with popular items, allowing customers to try them with minimal risk. These promotions help to build market share quickly and increase awareness of new products.
Fourthly, the aim of promotions is competitive struggle. Challenging competitors with promotions is the basis for price wars in which the rest of the market has to keep up, and less informed consumers watch with satisfaction as this leads to at least a temporary drop in average prices for certain goods.
In B2B sales in markets as competitive as FMCG, DIY or consumer electronics, effective execution of strategies and sales plans is critical. Even the best marketing campaigns and promotions will not be successful if they are not implemented and controlled while the sales force is in the field. Therefore, sales forces should be equipped with tools to effectively use promotions in the field and to close orders during sales visits.
Among the tools available to the organiser of promotions to achieve sales targets, we find benefits designed to motivate stores to take specific actions. The most popular are:
Discounts – an amount (expressed in nominal or percentage terms) deducted from the value of the order (this or the next). Freebies – goods that are provided free of charge with the order when the promotion is carried out and that the point of sale can normally sell. Gifts – items outside of the product range that provide a benefit to the store’s order manager. These can be valuable items or services designed to motivate decision-makers to increase order values (including loyalty programmes).
How to make a good promotion in B2B?
To be effective and profitable (without disrupting sales plans and strategy), B2B promotions, especially those run by sales reps in sectors such as FMCG (Fast-Moving Consumer Goods) or DIY (Do It Yourself), need to meet a number of conditions:
Clear and understandable promotion terms in the order
The terms of the promotion in the order must be clear and easy to understand for both the sales representative and the customer. Exact requirements regarding order quantity, purchase value or specific products covered by the promotion should be specified. Many companies deviate from this rule and use complex promotion algorithms with many conditions and exceptions, also using cascading and progressive promotions to optimise the ROI of promotional and marketing campaigns.
Attractiveness
The promotion must be attractive to the customer, offering real benefits such as discounts, freebies or additional services. It should be in such a way that the customer has a clear idea of the value of the offer.
Ease of implementation
The implementation of the promotion by the sales rep, especially the calculation, should be simple and not burden them with additional work. Automation of the order qualification process for the promotion, integration with SFA systems and mobile applications can greatly facilitate this process.
Limited duration
Promotions should have a clearly defined period of validity to create a sense of urgency and encourage quick action. It is good if promotions are available for a limited time to encourage immediate purchases.
Customer-specific customisation
Effective promotions are tailored to the specific needs and expectations of customers. By analysing sales data and purchasing preferences, it is possible to create more personalised offers that better meet recipients’ needs.
Information and material support
Sales representatives should be well prepared to communicate the terms of the promotion and its benefits. Access to promotion files, brochures and sales support tools is critical. An example of functionality that supports promotions in orders is the cross-selling and up-selling module.
Effectiveness monitoring and measurement
Good promotions should be monitored for effectiveness. SFA systems should enable real-time tracking of promotion results and analysis of their impact on sales. This allows for quick responses and necessary adjustments.
Technical support
For the convenience of the sales representative working with promotions, it is essential to use technology, such as mobile sales applications, that support sales representatives in implementing promotions, automatic status updates of promotions, and notification systems that remind them of available promotions. From an administrative perspective, it is important to provide applications that support the easy creation of promotions and their association with the appropriate orders, objects, salespeople, price lists, products, etc.
Compliance with corporate policies
Promotions must be consistent with the overall sales strategy and company policy, including pricing and discounting policies. They should support the company’s long-term goals, not just short-term gains.
Following these guidelines in the planning and execution of sales force promotions can significantly increase their effectiveness and bring tangible benefits to both the company and its customers.
eLeader Mobile Visit and promotions module in orders
From a sales manager’s point of view, it is important that the SFA system supporting the sales force handles promotions in such a “transparent” way that they can focus on the offer and the negotiation, not on calculating discounts and checking if the promotion really applies.
The SFA system eLeader Mobile Visit is an example of how a system-based promotion creator can be used to effectively create and run promotions. It allows an administrator (sales director or regional sales manager) to configure the conditions under which and when the promotion should be activated. The central eLeader Mobile Visit application offers pre-defined promotions in jobs, which can then be modified. It is also possible to create any number of promotions from scratch.
Promotions in SFA / FFM mobile application
Of particular interest to sales reps is the ability to efficiently apply promotions to orders without worrying about confusing promotion terms or errors in calculating amounts or quantities of products. Especially as some promotions can be very complex and often require written guidelines for implementers.
The SFA application automatically calculates order elements and constantly checks if the promotion is fulfilled and how much is missing to fulfil the promotion (e.g. how many more products need to be ordered or for what amount – to get a discount, gift or freebie).
eLeader Mobile Visit provides a mobile catalogue of current and upcoming promotions, allowing for the planning of sales activities, viewing of contractors eligible for the promotion and familiarisation with its parameters. The application also monitors the order fulfilment process, informing the user of all possible promotions and their fulfilment percentage in a given situation.
Examples of promotions in orders:
Quantity promotion with freebie issuance (FMCG)
When the customer orders a minimum of 1200 kg of certain food products, they receive a freebie in the form of an additional product, e.g. 5 litres of juice. Promotion terms can include different units of measure, such as kilograms or cartons. This type of promotion motivates customers to make larger purchases and provides a direct benefit that can significantly increase sales in a short period of time.
Value promotion with a discount on promotional products (DIY)
When the order value of tools and building materials reaches PLN 2000, the customer automatically receives a 5% discount on the entire order. This promotion encourages customers to increase the value of their basket in order to benefit from an attractive discount. Clear conditions and a limited promotion period create a sense of urgency and encourage quicker purchase decisions.
Quantity promotion with gift issuance (FMCG)
SPA gift voucher for orders of at least 3 pallets of any brandX product with a volume greater than 1L or in 200ml jars, provided they are not in categories A and C. The order must also exceed the amount Y. It is possible to receive a maximum of two gifts per quarter.
Take your promotions to the next level
Handling promotions in orders in the field is one of the functionalities of SFA systems that combine greater efficiency with better working comfort for sales representatives.
The SFA eLeader Mobile Visit system provides access to the latest data on products and customer preferences. This allows sales representatives to create more accurate and personalized promotional offers, increasing their effectiveness and appeal to customers. Up-to-date data also helps to quickly adapt promotional strategies to changing market conditions.
The promotions module in the eLeader Mobile Visit system allows for real-time monitoring of the effectiveness of promotions in orders. This allows sales reps to track the results of their promotions in real time and respond immediately to any irregularities. Real-time tracking enables the optimisation of promotions and quick corrections, resulting in better sales results.
Integrating the promotions module with personalised surveys and sales rep KPIs allows for more accurate measurement and analysis of the effectiveness of promotions. The result is a better understanding of customer needs and expectations, as well as the ability to tailor promotions to individual sales rep goals and performance. This in turn leads to increased promotional effectiveness and customer satisfaction.
Thanks to the promotions module in the SFA eLeader Mobile Visit system, companies are able to compete more effectively in the market place. The system enables precise planning and execution of promotions, resulting in more positive purchasing decisions by customers. Optimising sales strategies based on the data and analytical tools available in the system allows for more effective use of resources and increased profits.
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