Plan Your Year-End Promotions Right Now
* Be prepared to invoice and accept prepayment for orders shipped in January ’09.
* Theme your promotions to the season. Even though holiday shopping is primarily a consumer event, the shopper’s mind-set can influence B-to-B purchases as well.
* Make sure your Web site has all the appropriate offers, creative, video and other items necessary to really merchandise your seasonal offers online.
* Start your employee training soon. Review the successes and failures of last year, and realize you may have new reps that have never sold through a year-end season.
Holiday shopping isn’t restricted to the B-to-C world. But in B-to-B, it looks more like “year-end budget spending.” Get ready to take advantage of any seasonal spending.
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Terence Jukes is president of Ability Commerce, a 140-person firm that designs, builds and runs e-commerce and related marketing programs for catalog companies. He can be reached at TerryJ@AbilityCommerce.com.