Sales Orientation
This article covers meaning, importance & example of Sales Orientation from marketing perspective.
What is Sales Orientation?
Sales Orientation is a business strategy of making profits by focusing on persuasion of people to buy the products instead of understanding the customer needs. In sales orientation, emphasis is put on advertising and improving the abilities of the sales force. Under sales orientation strategy, a company give higher incentives to the sales team, who have to be aggressive in getting customers.
Importance of Sales Orientation
In an extremely competitive business environment, it is sometimes important for a company to be aggressive in the market against competitors. In this strategy, a company invests heavily in advertising as well as sales-driven incentives to maximize profits. This approach is often known as sales orientation. The product and the production capacity precede the customer. In order to reach out to many buyers, overcoming competition, advertising campaigns are used which suggests the Sales Orientation. This orientation does not pay too much attention to the needs of the customer. It simply tries to push the product already produced via advertising or sales force.
Though sales orientation help in the short run, they fail to sustain in the long run as the customers become more and more knowledgeable and demand more variety and better quality. In highly competitive environments, sales-oriented businesses usually fail and market orientation succeeds.
Sales Orientation Features
The characteristics of a sales-oriented business are:
1. More reliance on promotional activity to sell the products/services the company has already produced.
2. Aggressive selling tactics to over power competitors.
3. More share of the original budget is given to the promotion of the products & services.
4. It focusses mostly on short term planning.
Example of Sales Orientation
Example of a sales-oriented approach can be of “one plus one free” offers given to the customers. This approach doesn’t try to understand the needs of the customer like increase in the quality of the product, better design, low price, etc., instead tries to push the sales of the product by providing exciting offers to the customers.
Hence, this concludes the definition of Sales Orientation along with its overview.
Browse the definition and meaning of more similar terms. The Management Dictionary covers over 1800 business concepts from 5 categories.
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