Sales pressure is Anti-branding

If you are working in a company’s sales department, probably you are looking at your calendar this week. The last week of this month is about to be over, and you are most likely under pressure to meet your sales target. Sorry, I cannot help you much. But, if your Sales Manager or your boss’s boss is reading this, it might change his/her mind for better or worse!

The fact: sales target is not meant to be achieved at the end of the day! It’s an upper limit to push you work harder. Once you achieve this target, your management is like: oops, we should have raised it at a level where the sales force would be on their toes. Sales target is fixed to make you look like a “close to achievement” or “yet to achieve” sort of guy or girl. Sales target is fixed to make you look like a “little failure” case, so that your Sales Manager can push you harder with the fear of an invisible whip in his hand, because Sales Manager’s boss (most likely the Marketing Director) is also having a similar invisible whip waiting to be lashed on the Sales Manager down the chain!

Being under pressure for sales, we often launch hurriedly planned promotion, discounts, bonus packs etc. to meet sales target in the shortest possible time. Out of 4P (product, price, place, and promotion), I believe price is the element where any change would elicit the quickest response. What happens when you opt for a quick fix is that, probably you would be diluting your long-term reputation or causing a short-term price chaos at the expense of a brand’s solid standing in the market. If this quick-fix phenomenon is frequent in every month, assume that you are falling into a vicious cycle of short-fixing your brand that would be extremely difficult to break-up. The more you keep falling into this pit, the harder it becomes for you to give your brand a solid foundation for its next level. Marketing Directors should think otherwise in this case. Invest in patience, do not go for quick fixes. You might miss your sales target this time, but do not dilute your brand via hurriedly planned short-run programs.

Bottom line: Stick to your branding campaign, because a strong brand will naturally result in sales for an organization. Branding campaign may hurt you once, but will let you gain forever. Otherwise, stick to your sales pressure. It will let you gain once, but hurt you forever.

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About 1mmarketing

Working as Associate Professor, School of Business, United International University, Bangladesh; a North-American graduate, with doctoral studies from UUM, Malaysia, cherishing a wide-view of the world, with multiple interests in culture, people, traveling, and specifically marketing science. I have a colorful and diversified background with a blend of corporate experience, research, consulting, training, public speaking and teaching. I love to write about marketing issues that affect our lives, and talk about its direction that would promote the greatest human welfare.
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2 Responses to Sales pressure is Anti-branding

  1. Rubayed says:

    Sir, what if the branding campaign itself is wrong?

    • 1mmarketing says:

      there is a “rationality” assumption in every managerial effort. Companies try their best to make sure that knowledge and expertise are applied to find the best possible solution.

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