Marketing
Your
Product
Revised June 2010
How to Sell Your Product
The 4 P’s of Selling are key elements to
selling your product
Product: What are you selling?
Price: How much will you sell for?
Promotion: How will you sell the product?
Place: Where will you sell the product?
Show Me the Money!
Selling price depends on…
How much your competitors charge
How much your customers are willing
to pay
How much it costs to produce the
product
Whether your company has additional
value or image that can raise the price
What is Promotion?
Any form of
communication a
business or
organization uses
to inform, persuade
or remind people
about its products
and improve its
public image
Types of Promotion
Advertising
Television, radio, news media or
online
Meant to pre-sell items to
customers
Not targeted to one particular
audience
Visual Merchandising
Displays and store layout
Point-of-purchase materials
Personal Selling Popular restaurant chain Arby’s
decorated Atlanta billboards to
Speaking with a buyer about promote its new motto, “I’m thinking
your product Arby’s.”
Catching Customers’ Eyes
Front entrance display —
your product is the first thing
customers will see
Interior displays — at the
end of shelves, signs, and
pins or promotional
materials worn by
salespeople
Settings — situational-type
displays of people using the
product
Coupon dispensers
Salespeople handing out
free items
Everyone Likes Freebies!
Point of Purchase
Materials
Used to promote the
product
Include:
Coupons, contests, rebates
Hats, bandannas, pins, or
other wearable materials
Office supplies, such as
stickers, pens, pencils, and
notepads
Free samples or
demonstrations
Who to Sell to?
Sell to your target market
Group of customers at whom your business is
focusing its marketing efforts
Sell to your most desirable customers
Remember to sell the benefits, not the facts
Know your target market:
Demographic
Psychological characteristics
What’s important to them?
Differentiate Your Product
Make your product something that will stand
out in customers’ minds
Ways to Differentiate:
Value-added products
Bigger and better than the competition
Unique touches
Physical appearance of packaging and label
Product availability
Services your company provides
Believable images
Make it fun, kid-friendly, and close-to-home
Shop ‘Til You Drop
Places to Sell Your Product
Where does your target
market shop?
Stores and on your
company’s website
Experiences
“Pick your own” food
products
Value-added
Samples and
demonstrations
Get your customers
involved in the product!