Intensive Sales Strategy

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It involves attracting as many intermediaries as possible, regardless of their work format. The main advantage of this strategy is maximum market coverage. The disadvantage here is related to more complex control of the sales process.

The product will be available to the consumer everywhere, but its movement becomes more difficult to monitor. An example is the distribution of chewing gum in a variety of places.

Selective Marketing Strategy
It implies a conscious reduction in the number of intermediaries. This takes into account the type of end customers, the location of stores and the quality of service provided. The main advantage of the selective strategy is the complete control over the sales process by the supplier.

However, due to the limited number netherlands email list of intermediaries, the market coverage may be incomplete. An example is the sale of complex equipment through specialized stores or the sale of branded cosmetics in boutiques.

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Exclusive Distribution Strategy
This type of sales strategy can be implemented through exclusive distribution or franchising. In the first case, the market is assigned to a specific dealer, who is given sales plans.

In a franchise, the partner pays for the right to exclusively trade in the market for a specified period, but no sales plan is set for him. An example of such a sales strategy is McDonald's.

Communication Sales Strategies
Determine the type of interaction with partners within the distribution channels. There are two main approaches here:

The push strategy is aimed at intermediaries to motivate the inclusion of the supplier's products in the assortment list and their active promotion. For this purpose, such methods as discounts, bonuses, product loans and the organization of joint events are used. As the supplier's dependence on the intermediary increases, it has to pay more for the latter's services.

The pull strategy is focused on buyers. Its goal is to create a desire to buy or a need for a product in buyers so that they themselves motivate intermediaries to include the supplier's positions in the assortment. Such methods as large-scale promotion campaigns, the introduction of technical improvements and active advertising are used here. The pull strategy is highly effective, but requires significant costs, so it cannot be used by all enterprises.

Manufacturers can do without intermediaries if they are ready to take on additional sales tasks, including maintaining sales staff, developing a network of representative offices, and managing local stocks. However, this will significantly increase costs.