Question

Describe why it is important to select the most appropriate sales approach for the product/ service.
Suggest one or more sales approaches that might be appropriate for the following products/ services:

Product/ service	Sales approach
A new cheese spread
Perfume
Practice management software (eg doctor’s surgery)
Gourmet cakes
Physiotherapy services

Answer 1

The objective of a sales approach is to promote the key features and effectiveness of a product or service. Sales approach or promotion is basically the voice of the company. Through this mechanism, the company wants to reach out to its customers and highlight the value proposition offered through the product or service.

Promotional tool for a product or service must be selected on the basis of the nature of the offering. This is because if the promotional tool is not in sync with the nature of the product, then the value proposition of the product will not be effectively communicated or portrayed to the consumers. Consumers make the opinion about the product by judging its promotional campaign first. If the promotional campaign or the sales approach is not effective in bringing out the key features of the product, then the whole objective of sales approach will become a flop.

Sales approach for:

• Cheese spread: blind tasting promoting the unique taste of the cheese
• Perfume: Highlighting the smell that the perfume resembles
• Practice management software: Preparing a demo of the software
• Gourmet cakes: Free sample tasting
• Physiotherapy services: Highlighting the features and effectiveness of the services, also sharing the success stories of patients