Sales Promotion and Personal Selling

BMW: Sales Promotion and Personal Selling

Sales promotion, as its name states, is an art; the art of generating sales within an organization and also to attract more customers by using the different media, commonly companies specialized on the promotional world.  Sales promotion and personal selling are, in a common sense, the two wings of a bird, of course, without both of them, it would not fly.  In Personal selling faces buyers convincing them to purchase the product, through very fluent and strategic oral communication skills.  It is one of the oldest methods of a company to promote a product.  Sales promotion and personal selling have the immense responsibility of attracting customers towards the new product on advertising, making the work more efficient and the company more profitable.

Bavarian Motors Works, most commonly BMW, is a German company founded in 1917 as a motorcycle and engine manufacturer.  BMW is considered the parent company of Roll Royce manufacturer of motors and luxury cars.  Motorcycles under the brands BMW Motorrad and Husqvarna are the most popular among all produced. In 2010 the BMW group produced 1,481,253 automobiles and 112,271 motorcycles across all its brands.  Why such huge selling? The answer is simple; the promotional strategy “ Focus on a Diferenciation” of this company is based on the distinctive design and promotional advances, offering a product of technological exclusivity, promoting a company of technological legacy, quality, performance and uniqueness by using the different communication media available, such as, TV, radio, Magazines, Newspapers, internet, and public events. As a leader in the way of promoting the product, BMW focuses on customer’s satisfaction.  “No charge maintenance”, “Mileage Rewards Club”, Driving Pleasure Guaranteed” and “The Ultimate Driving Experience” are among the most popular promotional logos used by the company with excellent selling rates.  The company finest goal is to create an advanced marketing structure to strengthen both sales and the customer’s confidence, encouraging the improvement of company and customer relationship.  Usually the “Zero downpayment, Zero security deposit, no charge excess wear and use, and delivery charges are some of the promotions accompanying the product in promotional events.  But no doubt, the best way of promoting the product is the reliance on customer’s criteria.

Conclusions

With no hesitation, today people drive a BMW more confidently than other brand.  It is one of the most purchased cars nowadays thanks to the awesome Sell promotion and Personal Selling strategy this company uses.  But more importantly is that the likeness of the promotion and the proved quality of the product has given the best jury, the customer, the reason to give BMW the title of the best and most desirable automobile for all gender, and to think of BMW as the car of the future.