Sales channels: how to find an effective one
Channels are one of the most important components of a marketing strategy. They help consumers interact with a company and move from the interest stage to the purchase stage. There are different types of channels. And they can change, become more effective or become irrelevant.
Entrepreneur Yuriy Dubkov notes that currently, the most effective is a multi-channel sales strategy that allows you to influence many consumers. It is worth noting that it is difficult to imagine modern advertising without digital tools. To ensure that marketing efforts deliver results, it is essential to regularly monitor the effectiveness of specific channels and adjust the strategy if necessary.
Types of sales channels
Depending on the type of business and how it operates, professionals may use different methods to attract potential clients. There are two main types of distribution channels:
- Active selling. Assume that the company will independently seek out consumers and personally offer its product.
- Passive selling. In this case, the initiator of the communication with the company is the consumer himself. They may become interested after seeing an advert or having searched for the product.
Active sales channels can be divided into direct and telephone sales. The former involves face-to-face meetings with potential customers. A specialist meets the consumer and offers the product directly. In the case of telephone sales, communication occurs through calls to the target group’s representatives. There is also an option where the company delegates some of its attraction responsibilities to intermediaries. This approach is known as the dealer channel. It works well when a company needs to enter a new market quickly.
Passive sales take the form of advertising and referrals. In the first case, the company promotes itself through various platforms and expects consumers to respond. Recommendations are word-of-mouth when a company’s customers tell their family and friends about its benefits.
Criteria for assessing the effectiveness of the sales channel
Choosing a channel depends on several criteria, including the nature of the products, the characteristics of the target audience and the business objectives. In addition, it is necessary to assess the marketing budget and, based on this, select a method of promotion.
When considering which channel to use, it is essential to take into account its reach. For example, social networks allow you to present your company and product to many people. In the case of active sales, it will take a lot of time and resources to achieve such results. It is also necessary to evaluate the resources to be spent on promotion. In opinion of Yuriy Dubkov it’s not only a question of paying for the advertising campaign itself but also for the work of specialists who will develop a promotional strategy and support it.
After analysing all the characteristics of the different sales channels, the company should choose the best option to create an effective way of turning a consumer into a loyal customer.
