In-store promoters bring in new customers and assist the company in meeting revenue targets. The Sales Promoter is in charge of product presentations, answering questions, approaching potential customers, and understanding the needs and problems of the customers.

Sales promoters must have excellent communication and listening skills, as well as an observational spirit and selling abilities. This position does not require a higher education degree.

Sales promoters are in charge of carrying out tactical aspects of a marketing strategy in order to meet key performance indicators or goals.

In a retail store, sales promoters are brand sales representatives. A product manufacturer or brand hires and deploys in-store promoters on the shop floor to increase sales. Sales promoters must maximise company profits while also broadening the scope of the business.

A sales promoter is also responsible for setting sales goals and then working towards meeting them in the long run.

Sales Product consistently seeks new product knowledge to act as an expert for the customer. They provide honest and confident feedback to customers regarding merchandise style and fit.

As effective as in-store promoters are, you need an experienced representative to promote the product, as they are your most effective advocate.

Here we will address the training aspects that make a good sales promoter.

Promoters should:

• Understand sales basics and the 4P’s
• Have a deep insight into the product
• Offer competent advice (how to prepare the product, how to use the product, product storage, possible side effects)
• Demonstrate excellent customer service

The basic foundation of selling is to provide the customer with the 4P’s: the right choice of product, at the right place, at the right prices, with the right promotions. A good sales promoter will understand this, but also know the 4P’s of the product in-depth:

• Product: Not only should an effective promoter have extensive knowledge of the product, but they should also be familiar with the entire product line and the category of products it falls into. They should also be familiar with competitors’ products.

• Placement: Effective promoters will know where to strategically place their table for in-store promotions. Ideally, it will be located near the product and in high-shopper-density areas where your promo will be easily seen. The idea is to disrupt the shoppers on their shopping trip. Clearly, defined promoters will also know the rules for the positioning of specific goods. This is so that they always comply with the retailer or venue they operate at.

• Price: Price knowledge is critical, as customers often ask about the discount offered, the regular product price, and the promotional price. Price is a large factor in a customer’s purchase decision, so if you can prove that the discount you’re offering is a good deal or that your product is priced cheaper than your competitor’s, you have a better chance of convincing the customer to buy your product.

• Promotion: Most importantly, marketers and promoters should be aware of all aspects of the promotion, from the advantages it provides to the customer to the marketing materials and point-of-purchase displays planned for the promotion.