One of the great challenges of companies and is to find the ideal alternative to promote your products or services among the different existing sales channels.
Choosing an efficient channel totally influences the success of a sale, since it is the means by which the customer will relate to the business.
To better identify and address this challenge, it is necessary to have a well defined and understand the of your business. But it is also necessary to know well the particularities of each channel and how they work.
Together, these actions allow you to adjust the strategy and direct it towards the use of a single channel or several, depending on your .
In this post, you will learn:
What are sales channels?
Sales channels are the means by which products and services are presented to customers. . That is, the website, the media or the platform that allows the client to have contact with what you offer.
It can also be the way a person discovers the products/services, becomes a customer and makes a purchase.
Within this concept, we also have dissemination channels, which are the means by which we can promote our product without necessarily selling it.
It seems a bit confusing, right? Mainly because these concepts can be mixed.
Sales channels are not only a showcase for customers who already have the intention to buy, but also a form of advertising so that people see your products and become your customers. .
That is why it is so important to choose the best sales channel. After all, it will be part of your marketing and outreach strategy!
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What are the best sales channels?
To know which one is the most efficient for your You have to analyze the relationship between the objective of the venture, the understanding of your audience and the knowledge of the sales channels that work today.
For this reason, it is practically impossible to say which one is the best and which one works for any type of business, since each company has its particularities and specific needs.
Here we are going to present the different possibilities and explain the functionality of the most used sales channels. Thus, you will be able to understand and reconcile the information with the purpose of your business.
Let’s start?
Offline sales channels
1. Point of sale
Points of sale or POS are the best known and traditionally spread physical channels. Within the concept of Point of Sale are the own store, franchises and distributors.
Own store: It is the sales channel commonly used in retail and between . It requires large investments, maintenance and, if planned well, it brings very good results in the medium and long term.
To achieve this, attention must be paid to its location, organization, environmental design and product layout.
These are fundamental aspects that can be achieved with a good and they will be crucial for .
Examples of own stores: beauty clinics, supermarkets, clothing stores.
franchises: they are extensions of a business, with authorization to open a unit of the same using the and the products or services it offers.
The franchisor is the one who assigns the rights and provides the company’s technological and market knowledge in exchange for an initial fee and royalties on the franchisee’s billing.
It is a sales channel used by startups that work well and are in the process of growth. In other words, it is a way of expanding the scope of the company and disseminating a .
It is a model that tends to be more successful, due to the benefit that the franchisor’s information provides to the franchisee. However, it requires a very high and does not allow .
Examples of franchises: McDonald’s, Domino’s Pizza and 100 Montaditos
Dealers: they make the bridge between the product and the consumers, covering a large area of commerce. They sell and resell third-party products, always keeping an inventory available.
For a company that wants to expand its sales, this is a very interesting option if it achieves good agreements with the distributor. This assumes credit risks, but it is a business alternative with many opportunities for success.
Examples of distributors: vehicle dealers.
2. Direct sale
Very common in several Latin American countries and in Spain, the It is a commercial model in which there is direct personal contact between the person who sells the products/services and the consumer, without connection to a fixed commercial establishment.
It is an excellent alternative to for product resellers. It allows flexibility and can bring many benefits, as long as it is well planned.
Examples of direct sales: , .
3.Telemarketing
Telemarketing is a sales channel based on telephone calls. Companies use it to contact and market products and services.
The goal can be as much to sell or schedule a personal conversation as it is to maintain customer relationships.
The advantage is that this channel is a form of direct and personalized contact with . On the other hand, if it is used in the wrong way, it becomes very annoying for people. It can contribute to the loss of your company’s reputation and customer confidence.
To have a successful telemarketing, it is necessary that the commercial team understands the business and the target audience, in addition to having a very well defined strategy.
Online sales channels
1. Marketplace
The It is a virtual platform that allows various advertisers to register and market their products and services through them.
Typically, companies that have a marketplace website charge advertisers a commission, which can vary.
In other words, the higher the visibility, the higher the commission your company will have to pay.
If you want to use the marketplace as a sales channel, the advantages are many.
However, your company needs to be prepared to comply with market regulations and the demand that will be generated. Remembering that the responsibility for the guarantee and delivery of the product is all yours.
2. Ecommerce
Unlike the marketplace, the (literal translation of the abbreviation ecommerce) is an online store that sells products from a single company.
They are sales channels with great growth potential and already reflect the success of many ventures.
Having an ecommerce gives you the freedom to customize the website, the payment method, the display of products and promotions.
E-commerce examples: , .
3. Affiliate Programs
The are the people who promote third-party products and services on their websites, blogs and social networks, in exchange for commissions.
Therefore, when you choose to sell your products with an Affiliate program, they will be your sales channels.
This model is the most recommended for those who have a can sell more, without knowing about marketing and with a low initial investment.
Producers can find on free digital platforms, such as . Registering your products in For example, you can count on Affiliates to be successful in your sales.
In these cases, the platform, in addition to being very well prepared to host digital products, mediates the entire relationship between Producers and Affiliates. Offer the products, generate the disclosure links and deliver the commissions safely.
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4. Google Ads
This is a very famous channel in the digital environment, in addition to being super efficient for those who use it by following the necessary recommendations.
All its fame is due to the fact that Google is the largest online services company in the world, which allows advertisers to reach their ideal audience and users to be impacted only by ads that are relevant to them.
It is not just a channel for those who want to sell products. You can use it to generate traffic to your website and make your brand known.
There are two main ways to advertise in Google Ads: the search network and the display network.
The search network displays text ads when the user searches for a term related to your ad. Google search engines calculate, through an analysis, which ad will be shown and the position in which it will be in each new search made.
Sponsored ads appear before organic search and are identified as “Ad” next to the page link, as you can see below:
The display network has more than two million partner sites so that your image ads are shown in their strategic areas. They can be news portals, blogs and other specialized websites.
In addition, it allows you to create video ads to display on YouTube and associated web pages.
With so many advantages, it’s hard to think about the negative points of Ads, isn’t it? But they exist.
The first is competition. Due to the large number of campaigns carried out on Google, it can become a barrier for companies.
Another drawback is that in the cost-per-click (CPC) strategy, for example, some users may click on the ad, visit the website, but not make a purchase.
That is why it is very important to follow Google’s recommendations, which will help you succeed in your sales.
If you want to know more about how Google Ads works, click on the image below and read our complete guide.
5.Google Shopping
This channel is related to Google Ads, but it is a different strategy and deserves special attention.
Google Shopping shows products that are for sale in the online marketplace (and available as ads in Ads) followed by the product name, price, and store. It’s a great way to take advantage of merchant sales.
Shopping ads appear on top of organic search and ads, and are displayed in a carousel fashion, like this:
To advertise on Google Shopping, your business must have an ecommerce. If it doesn’t, you need to format your product information and send it to Google (in this article, you’ll find all the ).
These data will be important for you to complete an important step: registration in .
Afterwards, it is only necessary to integrate the Merchant Center to your Ads account and create a Google Shopping campaign.
The benefits are the same as advertising in Google Ads. But in this way, users will be able to see, in addition to the text, the photo of your product and the featured price in the search results.
6. Social Networks
The They are not only environments for relationships and entertainment, but they are also excellent business tools. They have shown significant results in sales for the companies that use them.
But how to use them as sales channels?
Let’s see!
In you can create . On these pages, it is possible to place the description of your business, integrate the website, create the manage interactions, post about your business, boost your posts, and make announcements.
Also, a new…
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