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The tools of advertising, sales promotion, publicity and directing selling when used together contribute towards business promotion. Each major tool includes a wide variety of activities. Many companies use all four of these marketing tools to achieve business promotion objectives but place different emphasis on each of them. Industrial companies typically spend more on direct selling than on advertising or publicity. In contrast, consumer product companies are likely to place more prominence on advertising and sales promotion to reach the vast numbers of customers in their target markets. In direct selling, salespeople and managers are faced with several challenges related to selling effort decisions. They ask themselves questions such as; how much sales effort should be devoted to each customer? How should time be divided among customers and prospects? Whatever, the marketing strategies that will be adopted by the departmental manager, ultimately what will determine sales is the personality of the individual salesperson. The average salesperson must be a very strong listener so as to be able to sense customers needs, interpret signs and messages, evaluate the results and respond effectively. The strong listener works hard at listening and attending to the message relayed and exhibits active body states while the weak listener who shows no energy output, rather fakes attention. The weak listener is easily distracted but the strong one resists distractions and learns how to concentrate. He keeps an open mind and interprets information quickly so as to RESPOND appropriately. Responses provide feedback to the other party, emphasize understanding and encourage further elaboration. Therefore, a good listener should respond well after summarizing the needs of the buyer mentally, so that a sale might be made, after they have reached a point of understanding. Stephen is an Business Organizing Expert . He researches and studies on big and small business strategies . Website:- Business Management Solutions for efficient business operations.
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