Importance & Objectives of Sales Promotion

The main purpose of sales promotion is to accelerate sales through special selling efforts. Sellers use incentive type promotions to attract new customers, to reward loyal customers and to increase repurchase rates of occasional users. At the salesmen level, the objective of sales promotion is to achieve more sales. At the retailer's level, the purpose is to sell a particular product of a manufacturer. At the consumers level, the main aim is to enable them to buy more of a product more frequently and to introduce new uses for the product. A good sales promotional programme will remove the consumers dissatisfaction with respect to retail selling.

Objectives of Sales Promotion
1. To increase the buying response at the customers level.
2. To attract new customers
3. To ensure dealer effectiveness
4. To make aware the public about the new product and its advantages
5. To capture the major share of the market
6. To meet the competition of other firms
7. To effect off season sales to boost sales
8. To create brand image
9. To create additional talking points about the products to sales persons.
10. To remove customer's dissatisfactions.
11. To bridge the gap between advertising and personal selling.
12. To maintain communications with large market segments
13. To create a favourable attitude towards the product
14. To stock more at the level of traders.