Sales Promotion Techniques

Most sellers misuse discounts. They drop them too late. Talk to the wrong person. Add pressure. Miss their number. I’ve taught 1,000s of reps how to do it right. Here are 7 ways to use incentives without looking desperate: I’m not anti-incentives. I’m anti-commission breath. And that’s exactly what shows up when sellers drop a 30% discount on the 29th of the month…only to find out their champion still needs two more approvals and a legal review. It doesn’t close the deal. It just creates pressure. On you and your buyer. Here’s a better way. 1. Incentives are not discounts Don’t pitch 30% off like a used car dealer. Offer something valuable with a story behind it: → A month free → Preferred pricing → Bonus feature access It has to be legit—and tied to a reason (like quarter-end, new logo program, etc). 2. Talk to the decision maker If your buyer can’t actually sign, an incentive won’t help. You need someone who can say yes—or who can push it through. 3. Ask about their process first “What’s your timeline for getting this done?” If it’s next quarter, ask if an incentive would help them pull it forward. If they say yes, you might have a deal to accelerate. 4. Don’t offer anything if the timing isn’t natural You’re not trying to force urgency. So say: “I don’t want to show you this if it’s not something that’s realistic for you.” Let them opt in. 5. Always qualify timing “If we were able to offer something strong, do you think you’d be able to move forward this month?” You want buy-in before they see price. Not after. 6. Map the path to signature Lay out the mutual action plan: - Who needs to review the proposal? - When does legal need it? - How long does procurement take? If it’s not doable, don’t offer it yet. 7. Bring it up early in the month Waiting until the end will kill the deal. Even motivated buyers run out of time. So if you’re going to offer an incentive—do it with 2–3 weeks to spare. Not 2–3 days. TAKEAWAY Discounts don’t create urgency. Timing does. Know their process. Earn the yes. Stay out of panic mode. Close without pressure. Sell with trust.

Sales folks, take note! Spamming a target company's employees with your services and requests for meetings will result in your company making its way onto a buyer's blocklist. As a buyer in the localization industry, I receive dozens of emails and LinkedIn requests every single day from vendors looking to showcase translation, AI, QA services, and more. It's not humanly possible to give personal replies to every outreach. When vendors can't get through to me, they often reach out to everyone on my team... and sometimes to many others across my company. I'd love for this practice to stop. It wastes valuable company time and makes a vendor appear desperate and non-strategic. Here's what to do instead: 1. Appeal to ego! Invite a target company’s decision-maker to a panel, or start a vlog series and ask buyers to appear and discuss industry topics. It’s also a great opportunity to reposition your company as a thought leader. 2. Offer genuine insight, not just services. Share a case study, white paper, or benchmarking data that’s actually useful to the buyer’s role, and do it without a sales pitch. 3. Build a reputation before you build a pipeline. Comment thoughtfully on posts. Contribute to community conversations. If you consistently show up with value, you’re far more likely to get noticed. 4. Target smarter, not broader. Don’t shotgun your message to an entire company. Learn the org. Understand the buyer’s scope. Then send one well-researched, personalized note that shows you actually did your homework. 5. Focus on mutual value. Can you help solve a known pain point or offer perspective on something changing in the market? Frame your outreach around collaboration, not consumption. 6. Use timing to your advantage. Keep tabs on when companies are hiring for roles associated with your offerings, launching in new markets, or attending conferences. That’s when buyers are more receptive to new solutions. 7. Lead with generosity. Offer a no-strings-attached resource, intro, or suggestion that doesn’t benefit you directly. Reciprocity is a powerful trust builder. And please! Don't ever ever call me on the phone! ;)

Old school sales tactics are broken. Nobody responds to a hard sell anymore... The best pitches don't feel like sales calls, they feel like a diagnosis. When I first started Lever, I'd get on calls and try to convince people they needed what we offered. It felt forced and no one cared. But everything changed when I stopped trying to convince and started trying to understand. When you do that, the sale becomes natural. Not because you convince them, but because they can see you get their problem better than anyone else. And there are a few things that make that possible: 1. Define A Clear ICP (Ideal Customer Profile) Know exactly who you're selling to. Figure out: → Who this is built for? → What stage they're at? → What they're struggling with? → Who this isn't for? 2. Understand Their Pain Points Show you understand what they're going through. Ask: → "What's your setup now?" → "What's broken?" → "What's that costing you?" → "What changes if this gets solved?" 3. Create An Irresistible Offer Everything flows from your offer. If it's weak, nothing else matters. Make it valuable, clear, and tied to the outcome they want. 4. Build An Ecosystem That Drives Leads Build systems that generate attention, nurture it, and convert it. → Content, outbound, ads → Newsletters, lead magnets, funnels → Calls, product pages 5. Remove Risk With Proof Don't just talk. Show evidence. → Results with context → The process you followed → Predictable timelines Skip the pitch until you've earned trust with proof. 6. Make The Next Step Easy End every conversation with clarity: → "Here's what I'd do next." → "Want me to map this out for you?" No pressure. Just direction. 7. Ask for Referrals Great work leads to referrals naturally. → Deliver a clear win → Remind them who you help → Make it easy to introduce others Sales get easier when you stop trying to convince people and start helping them see what's possible. If you want more breakdowns on building trust and turning conversations into clients, subscribe to our free newsletter, Building Leverage. Each week, we'll give you quick tools to grow your influence and close more deals without feeling pushy. Subscribe here: https://bit.ly/47q7i9v

HOW TO SELL ANYTHING (15+ years in sales distilled) Build credibility before you pitch → Show you understand their problems first. → Share insights, not just your product. → Don’t start with “Our product is the best!” Let customers advocate for you → Use testimonials and success stories. → Let happy clients do the talking. → Don’t exaggerate or make up results. Be radically transparent → Admit what your product can and can’t do. → Set clear expectations upfront. → Don’t oversell or hide limitations. Personalize every interaction → Tailor your conversation to their needs. → Focus on what matters to them. → Don’t send generic emails or demos. Sell value, not optimism → Highlight outcomes: time saved, revenue gained, stress reduced. → Focus on tangible results. → Don’t use empty phrases like “amazing” or “life-changing.” Time it right → Engage when the problem is urgent. → Be patient and ready. → Don’t push when they don’t need it yet. Follow up with relevance → Share tips, updates, or helpful insights. → Keep your follow-ups useful. → Don’t check in randomly or just say “Just checking in.” Respect the buyer’s process → Understand their evaluation steps and stakeholders. → Guide them without rushing. → Don’t ignore their process or pressure them. Expect rejection → Treat “no” as feedback, not failure. → Learn, refine, and move on. → Don’t take it personally or give up. Stay consistent → Show up regularly and deliver on promises. → Build trust over time. → Don’t be inconsistent or disappear for weeks. 📌 Save this. This is how real sales works. 🚀 Experienced sellers, what’s the one thing every newbie should know?

Do You Win on Value — Or Compete on Price? "Price is only an issue when value is a mystery." Too many sales teams think they’re losing on price. The truth? They’re losing on value because they didn’t make it clear, personal, and worth paying for. Competing on price is a race to the bottom. Winning on value is a race no competitor can win against you. The gap often lies in: - How you position your solution. - How you connect it to the buyer’s world. - How you prove the ROI before they ever ask the price. Here’s how to shift from discounting to differentiating… 1. When a Prospect Mentions Budget ↳ Instead of "We can match that price." ↳ Say "Let’s review what you’re getting for that budget and see if it meets your real needs." 2. When Competing Against Low-Cost Providers ↳ Instead of "We’ll beat their number." ↳ Say "Let’s compare the outcomes you’ll achieve with each option." 3. When Positioning Your Offer ↳ Instead of "Here’s our product." ↳ Say "Here’s how we solve the exact problem costing you the most." 4. When Negotiating ↳ Instead of "We can come down on price." ↳ Say "We can adjust the scope to fit your budget without losing impact." 5. When Justifying the Investment ↳ Instead of "It’s the best price we can offer." ↳ Say "Here’s the measurable ROI you can expect and why it’s worth more than the cost." 6. When Facing a Price Objection ↳ Instead of "What price would work for you?" ↳ Say "What result would make this investment an easy decision?" 7. When Closing the Deal ↳ Instead of "Sign now and I’ll give you a discount." ↳ Say "Let’s lock this in so you start getting the results we’ve discussed." 8. When Training Your Team ↳ Instead of "Don’t lose the deal over a few dollars." ↳ Say "Don’t lose the value by chasing the cheapest number." 9. When Forecasting Revenue ↳ Instead of "We’ll make up the margin in volume." ↳ Say "We’ll maintain margin by selling on value and retention." 10. When Building Culture ↳ Instead of "Close whatever you can." ↳ Say "Win deals we can keep, grow, and be proud of." - Good sales teams match prices. - Great sales teams match solutions to problems that matter. - Good sales teams chase discounts. - Great sales teams protect value and win with it. If you’re winning only on price, you’re not really winning. Build value so strong they can’t imagine doing business without you. "Lead Different. Sell Smarter. Win with Purpose." --- ♻️ Share this post with a sales leader who needs to hear it. Follow me for more strategies to grow your team and results and drop a comment about how you sell on value… 👇 👉 Follow me on LinkedIn: https://lnkd.in/eA7csH2q 👉 Beyond The Funnel Newsletter: https://lnkd.in/ed3iMb8x 👉 My latest e-Book: https://lnkd.in/eytkJd7Y PS: Thanks for reading!

Are discounts hurting your brand’s image, and performance? Before you start tossing around discounts just to get customers to buy, take a step back. Are you building a discount brand, or do you want to retain that premium image? I often see brands “train” their customers to only shop with them during heavy discount periods. This is NOT a winning strategy. Often times this dilutes margins and pulls revenue forward at the expense of predictable and stable 30/60/90 days sales. You also attract a different type of buyer (discount shopper), who usually has lower CLV and churns faster. Here’s how to get creative with your offers without slashing prices: 1. Test the Wording Instead of defaulting to percentage discounts, experiment with more strategic language in your offers. For example, if you’re a subscription business, try a "double hit" offer, where customers can bundle two subscriptions to save on shipping or receive a slight added value. This approach keeps the offer compelling without lowering your brand’s perceived value. Wording like “Double Your Order, Save on Shipping” gives the feel of an exclusive offer while still protecting margins. 2. Offer Freebies Instead For premium brands, offering a freebie can be far more powerful than offering discounts. At MANSSION, for example, free ring sizers are provided with each purchase, which adds value without devaluing the product. This approach makes customers feel they’re getting something special and unexpected. This tactic works especially well for building brand loyalty, as customers associate the “extra” with your brand’s generosity. 3. Escalate Offers for Retention Rather than immediately offering a discount to customers who haven’t repurchased, consider using a tiered incentive system. Start with a small offer, like free shipping or a minor add-on, and gradually escalate only if they remain inactive. This gives you a retention lever without conditioning customers to expect discounts right away. It also preserves the brand’s premium positioning, rewarding patience with stronger offers over time. 4. Focus on Value, Not Price Instead of simply lowering prices, focus on delivering additional value. Consider bundling products at a slightly reduced price, offering loyalty program perks, or providing exclusive early access to new products. The goal is to give customers a reason to keep buying from you without eroding your brand image. When value is defined by unique experiences or exclusive access, customers perceive your brand as generous and premium—not discounted. Key Takeaway: You don’t have to race to the bottom with discounts. A well-thought-out offer that preserves your brand’s integrity is far more powerful. Remember: Value > Price.

Promotions are the heartbeat of trade marketing, driving sales, boosting visibility, and creating win-win partnerships with retailers. But behind every successful promotion lies a blend of strategy and numbers. Here’s a snapshot of the most impactful types of promotions and the metrics that bring them to life: 1️⃣ Discount Promotions What it does: Temporary price reductions to attract price-sensitive shoppers and clear inventory. Why it works: Increased volume sales at the right discount percentage. Formula: Discount % = ((Old Price - New Price) / Old Price) × 100 2️⃣ Buy One, Get One (BOGO) What it does: Encourages bulk purchases and introduces new products. Why it works: Customers love a freebie, and it drives trial. Formula: Effective Discount = (Free Units / Total Units) × 100 3️⃣ Bundle Offers What it does: Combines products at a discounted price, increasing basket size. Why it works: Clears less popular SKUs while adding value. Formula: Bundle Discount = (Standalone Prices - Bundle Price) / Standalone Prices × 100 4️⃣ Coupons and Rebates What it does: Drives repeat purchases and customer loyalty. Why it works: Incentivizes shoppers to return. Formula: Redemption Rate = (Coupons Redeemed / Coupons Issued) × 100 5️⃣ In-Store Sampling What it does: Gives shoppers a chance to try products before buying. Why it works: Builds trust and awareness. Key Metric: Conversion Rate = (Post-Sampling Sales - Baseline Sales) / Baseline Sales × 100 6️⃣ Seasonal Promotions What it does: Captures the spirit of holidays and festivals. Why it works: Creates urgency and leverages seasonal demand. Formula: ROI = (Incremental Sales - Cost of Promotion) / Cost of Promotion × 100 7️⃣ Trade-In Offers What it does: Encourages customers to upgrade and swap out competitor products. Why it works: Keeps your brand at the forefront. Key Metric: Uptake % = (Traded Units / Target Units) × 100 Each promotion type is a calculated step towards growth. With the right mix of strategy, creativity, and data-driven decisions, trade marketing promotions can transform visibility into profitability.

"Abhi toh maal pada hai, agli baar dekhenge..." "Abhi toh papa nahi hain, tab tak aage se aao..." "Abhi busy hoon, 2 baje ke baad aana..." "March closing hai, fresh month se start karenge..." If you’ve been in sales, you’ve definitely heard these lines—whether from retailers dodging secondary sales or distributors avoiding primary targets. Sales is not just about selling; it's about handling objections diplomatically and turning ‘no’ into ‘yes’ with strategy and persistence. When a distributor is not achieving your Primary Sales targets, how do you tackle it? Here’s what works for me: ✅ Check the actual stock – Don’t rely on assumptions. Physically verify stock levels at the distributor’s warehouse and ensure their concern is valid. ✅ Sit with the stockist and discuss numbers – Break down their inventory, pending orders, and secondary movement. Show them a clear path to liquidate stock before fresh orders. ✅ Talk about investment smartly – If capital is a concern, work with them on cash flow planning, easy credit solutions, or rotation-based stocking models. ✅ Understand their perspective – Is it stock issues, cash flow, demand fluctuation, or fear of overstocking? Identify the real reason before pushing. ✅ Push secondary sales aggressively – If stock moves faster at retail, the distributor will have no choice but to place a fresh order. ✅ Use data smartly – Show them sales trends, high-demand SKUs, and potential opportunities in underpenetrated markets. ✅ Create urgency – Highlight upcoming price hikes, limited-period schemes, or seasonal sales trends to encourage ordering. ✅ Implement stock rotation – Ensure old stock moves out first (FIFO model), so they don’t feel burdened with unsold inventory. ✅ Leverage schemes & incentives – Offer smart schemes (cash discounts, extra margins, volume-based incentives) to make ordering attractive. ✅ Align with distributor & sales team – Ensure the sales reps are actively pushing your brand and not just sitting on stock. ✅ Optimize beat planning – Ensure your distributor has efficient market coverage so that their existing stock moves quickly. ✅ Strengthen the relationship – A distributor isn’t just a stockist; they’re a business partner. Regular check-ins, problem-solving, and trust-building go a long way. Every distributor has their own challenges, and every retailer has their own tantrums. The key is to balance persistence with relationship-building and make sure your product moves at every level. #Sales #FMCG #SalesStrategies #Distribution #Marketing

Laziest sales coaching you can get → Add value. What does "add value" mean? Who knows. Better coaching → specific tactics that increase likelihood of winning a deal. Here are some unique examples: 1. The marked up case study/white paper → do you send case studies or white papers in deal cycles? Stop. Nobody reads them...unless, you have read it first, highlighted the relevant parts, put some notes in the margin, and sent it to the buyer with a note like, "I know you don't have 10 mins to read this so I took the parts you should see and marked them for you. Should be a 2 min read now." 2. The demo preview video → do you keep your product behind a curtain, hidden until you can show it on a call? Stop. Nobody cares that much about your demo that they will get pissed about a spoiler. Take the AWESOMEST part of your demo, make it into a <3 minute video and send it to the buyer committee prior to the demo. Get them excited to show up, as well as a little context. 3. Interview users → do you get outside the buying committee and talk to actual users to enrich your exec convos? Start. You can start a groundswell, but more importantly, you can help execs understand what's going on in their teams better by being a neutral third party interviewing the people experiencing the pain you solve. 4. The "new school" business case → do you do ROI analysis and business case decks you present to your buyers? Stop. Follow my main man Nate Nasralla and do a new school, 1 page business case that connects the dots for buyers...it also becomes like a little mini-AE fairy that floats through your buyer's company sprinkling magic fairy dust on everyone when you aren't even in the room. 5. Give them a lead → Have you ever given a buyer leads? Start. First time I gave a buyer a hot lead, I won the deal. Second time. Same thing. Third time. Same thing. Fourth time...I won the deal and got a referral back. (Actually, I can't really remember what happened the first 4 times, but I do know I won a lot of deals I did this with). Buyers love seeing you as a partner. No better way than to grow their business. Those are 5 very tactical ways to "add value" in a deal...or better yet, make someone happy which might just increase the likelihood you win. Sales is still very skill driven (i.e. you need to have strong talent combined with the how-to's of selling). The inner game is starting to become more important (i.e. is your mind right?). But, I'm seeing that CREATIVE sellers with skills and a strong inner game are dominating right now.