Managing Action Inhibitors to Increase Sales

Abstract

A vast array of factors can influence the purchase decision. Focuses on a specific subset of influential factors we term inhibitors. Recognizing and disarming inhibitors by removing, neutralizing or using them to one′s advantage is crucial in terms of garnering sales. In addition, it can lead to added customer satisfaction. An effective marketing strategy and sales effort will take account of inhibitors for several reasons: to increase sales; to increase a customer′s perception of value and thus allow for a higher price; to increase product value realization. From the company′s perspective, greater value to cost ratios permit higher prices, greater units of sales, or both. The net results are: greater aggregate contribution margins; sometimes a reduction in business risk; and the greater value generation.

Citation

Groth, J.C. (1994), "Managing Action Inhibitors to Increase Sales", Marketing Intelligence & Planning, Vol. 12 No. 4, pp. 4-9. https://doi.org/10.1108/02634509410060686