Register now or log in to join your professional community.
It varies from business (entity) to business (entity), from business/industry sector to another, market to market and it depends to a large extent on what products/services you are selling >> Taking all these things into account, do you see your business more dependent on "push" sales techniques ??? or more on "pull" sales techniques and why ??
In Sales specially in FMCG we have to rely on both Push and Pull strategies. Push means that you make your products available and displayed in the shelves of a Retailer regardless of its demand. Pull means that you make the potential customers aware of your products and its distinct features through different mediums of promotion and advertising.
When a customer walks into a shop to consider your product for purchase after getting influenced by your promotion campaign if it is not available there or if available but not in full colors and designs. Customer will hardly consider for its purchase. So by pull we drive the customer to go to the shopping place and by push we force the middlemen to keep and display the product. This combination of Pull and Push normally works and make a product successful.
I believe in pull sales technique as by that brand also become equity where as push sales brand may not get such equity and respect to the brand and company remains either equal or more in pull sales , so better is pull;l sales by different techniques.
Having worked in different sectors I feel pull sales basically suit industries into service sector while for others it is the other way round. Having said that, it all depends on the scenario in which your industry is in and other factors
Pull sales is always be the better sales, push sales mean we are dumping the stock.
A mix of Push and Pull works well but it mainly depends on the brand. For example Apple follows pull strategy, whereas it's competitors engage in push. Push startegy is good if the company wants to spread brand awareness and once established, it can move to Pull strategy. One main thing to be considered for pull though is that the brand/product must be really well known with unmatched features/benefits and the most important customer support.
