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Running head: DRIVING SALES
1
Driving Sales
Stephanie Ferguson
Capella University
December 9, 2022
DRIVING SALES
2
Marketing Strategy
Creating the right marketing and sale strategy is essential in today’s highly competitive market. Attention should be focused on the targeted market segments and what is required to successfully satisfy the needs of the customer so that operations which are not contributing to growth can be eliminated to improve both efficiency and profitability. This can best be achieved by conducting surveys and market research regularly to stay ahead of shifting trends and consumer wants and needs(
Markgraf, 2016). This consumer focused approached will boost brand image, created a positive consumer experience and build a positive reputation thus attracting more customers. Once the results of market research have revealed what the customers want that data can be used to refine product design and promotion. Promoting the features that consumers are looking for will give an edge over simply promoting the product and removing features that people are not interested can reduce costs. Ad should be run to reach to the widest audience possible using both television and social media and should promote those features seen as most desirable such as technological innovations, quality, and value.
Social media should be at the forefront of any marketing and sales strategy. Approximately 82% of the United States population has a presence on social media and worldwide that number expands to over 4 billion people(Dixon, 2022). It is where it is most likely to reach the target audience, those who are always looking to stay on the forefront of technology: those wanting faster phones and internet services, the segment looking to stay in touch with family and friends across large distances, and those who want to be on trend with the latest and greatest device on the market. There is no faster, easier and more effective way to reach them all at once then through utilizing social media.
DRIVING SALES
3
Sales Plan and Tactics
The cellular phone market is particularly competitive. Because most companies carry the same products any sales plan must take into account how to not only retain customers but to draw in new customers from competitors. The primary focus is to bring in new accounts and to sell new lines of service to existing customers with the goal being a 15% increase in both growth and retention over the previous year. Meeting this goal will increase the consistent revenue stream via monthly service charges. This is best achieved through use of incentives and building customer loyalty. The secondary objective is to increase the sale of accessories and peripherals by 10% quarterly over the period results from the previous year. An increase in this area will increase one time profits and is also an opportunity for service upsell, such as tablets, mobile hotspots and smart watches. The final goal is to expand business services by 10% through upgrades of existing services and obtaining new clients. Business services have strong potential for multiple areas of growth; broadband, company phone service, both cellular and voip, networking and account management.
Reaching these goals should start with customer incentives. Customers are concerned with value and in the current market getting something at a reduced price is a strong draw. Promotions should include both new and existing customers. One such promotion would allow customers who purchase a new phones, upgrade or add a new line of service to select a protective case and screen protector and receive 50% off those accessories, or 25% off a pair of branded earbuds such as Samsung or Airpods. Such limited time promotions will help create a sense of urgency for consumers who might be considering an upgrade or changing providers and don’t want to miss out on the best deals.
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