If you are going to start a sales strategy in the online field, you will have to ask yourself a very important question: What strategy interests you and should you follow? The answer will depend on several factors for example:
- The positioning Y recognition of your brand / company
- The image of your brand
- The market in which you operate
- The company’s ability to make economic efforts
And a long list of variables that must be taken into account before making a decision of this caliber.
In this post we present the two main sales strategies: the strategy Push or «push« and strategy Pull or «of attraction«. What is raised with this Push Pull dichotomy it is if we choose to “push” or if, on the contrary, we will be in favor of users “pulling” and the company is then in charge of attracting its users to the brand.
The first approach (the push) consists of finding a unmet or unmet need and propose a proposal that, under insistence by the company, manages to satisfy it. In the second approach (pull), it is about having a product or service with which you can look for potential users that you get them to feel attracted by what you offer and want to buy it.
Push Pull: what is a pull sales strategy
Within the Push Pull debate, the Pull strategy is presented as a “pull” strategy and is especially common in recent years. It’s based on strengthen the brand image and its main objective make the brand powerful in such a way that it is not necessary to propose a Push strategy to achieve sales because in this case they arrive by themselves because users are attracted to our company.
They are already interested in our products or services because we already have a reputation or prestige that has generated that feeling and we can reach a point where the demand is higher than the supply.
Push Pull: Examples of Pull Selling Strategy
This rivalry between push pull strategies it occurs in the case of brands as recognized as Apple. Let’s take an example of Pull: Do you remember what happens when Apple launches a new iPhone? Days before, in stores around the world, queues begin to form to such an extent that people go with tents and sleeping bags waiting for the launch day for wanting to be the first to have the new device.
Such is the fanaticism of Apple fans that according to the American chain, two Apple fans came to pay, at the launch of the iPhone 6, $2,500 to the two people who preceded them in line because they were the first in line and in this way they secured their position.
Another example: Google. Is it necessary to advertise or are we the ones who go to the great search engine almost automatically?
Push Pull: When to use the Pull
These examples help us understand the type of companies that can use this type of sales strategy. They are companies that they manage to be present in the mind of the consumer almost instantly and that the user already has an interest in them.
The objective of the Pull sales strategy is for the consumer to claim and ask for their products or services at the point of sale where they are offered. Implementing this type of strategy logically requires a significant prior effort. To get to this point, as a company we will have to have a product or service as differentiated as possible and that has or may have an interest on the part of our target audience.
In the push pull debate, it is highly advisable to use a pull selling strategy when you have a few very loyal customers, brand loyal and with a great interest in your products or services. Regarding the market in which it competes, it is It is important for brands to be differentiated and it is not an overly homogeneous product in which the user is indifferent to one or the other.
Push Pull: What is a Push Selling Strategy
The other part of this Push Pull fight is represented by the Push strategy, also known to be a push strategy or ‘pressure’. The reason for this name is because it focuses from the organization / company to the marketit will be pushed from the company to the market, to the end user.
For us to understand each other, it is about the strategy that supposes an effort, supposes working, insisting and touch all the necessary doors to achieve interested users in what we offer that they end up becoming. The best analogy would be to imagine the typical insurance company that on Monday sends you a commercial to your door to inform you of the new rates they have, on Wednesday they call you on the landline to ask if they fit you and on Friday, if they do missing, they contact you again on the mobile phone.
Push Pull: When to use the Push
In the Push Pull debate, the Push is used when there is no great demand to expect the product or service you offer or when there is an excess supply and really the users don’t know you too much and you know that they will not be the ones who come for your product or service spontaneously but you will have to fight.
The company will then have to choose to go out to the market to sell and pressure with the aim of achieving the conversion of users impacted by our advertising. We will have to focus our efforts on propose a good and persevering communication strategy and promotion on users. For this type of approach, it is good to use incentives interesting that can help arouse the interest of users.
It is highly advisable to use a push sales strategy when the product or service offered does not have a differential positioning but is little differentiated from the rest that is offered in the market since this type of strategies are mainly based on being present in a mix of channelson the insistence in search of a space in the mind of the consumer Y You compete on price in most cases.
Push Pull Sales Strategies: What’s Mine?
Bearing this in mind this Push Pull fight, it is time to assess, analyze and decide what type of sales strategy you can apply at this time and is best for you according to your situation, your resources and the objectives of your company. In your case, a strategy of pressure and push (Push) or perhaps an attraction strategy (Pull)?
I end, as always, with a sentence. Today is from , founder of and says: «There is only one boss: the customer. And he can fire everyone in the company, from the president to the bottom, simply by spending his money elsewhere.«.
You like the post? Check out this video where Ruben Cane tells you the main differences between push and pull strategies:
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