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Active Sales
Active sales represent a method of selling goods or services where the initiative comes from the seller. An active sales manager actively seeks potential clients, analyzes their needs, consults them, presents products, and closes deals. In the process of active sales, the seller attracts the attention of buyers who were not planning to make a purchase or were unaware of the product's existence. This contrasts with passive sales, where the consumer makes the decision to purchase on their own and approaches the company or visits the store.
Comparison of Active and Passive Sales
- Finding Customers: always in active sales, never in passive sales.
- Location: active sales occur in stores, company offices, at clients' locations, or in public places, while passive sales are limited to stores and offices.
- Identifying Needs: mandatory in active sales, often in passive sales.
- Influence on Choice: always present in active sales, often in passive sales.
- Negotiating Price: possible in both cases.
Where Active Sales Are Used
Active sales are most popular in the B2B sector, especially in narrow and highly competitive industries. In such cases, the costs of developing a sales department often prove to be more effective than investments in marketing and advertising. Active sales are also used in various situations that require a special approach to the client and the product.
Types of Products for Active Sales
Active sales find their application in promoting the following categories of products:
- Expensive Goods and Services: the high labor and time costs for attracting a single client make active sales preferable in industries with large transaction values.
- Technically Complex Products: sometimes potential buyers lack sufficient knowledge about the features of IT solutions or are even unaware of them. The sales manager must identify such clients, conduct a presentation, and train them on how to use the equipment or software.
- Inexpensive Products: for example, services from internet providers. If a client becomes a regular, the revenue from the overall volume of orders can offset the acquisition costs.
- Low-Cost High-Margin Products: the work of sales representatives and network agents involves active sales of inexpensive products.
Almost all products you see in local stores have emerged thanks to active sales. Sales representatives cover various points to offer their products, which typically surpass the competitors' offerings.