When marketers promote products to and dealers they implement external sales promotion to intermediaries.

In the context of marketing, external sales promotions targeted at intermediaries, such as wholesalers and retailers, are critical for fostering relationships and encouraging sales. This type of promotion, often referred to as trade promotions, is designed to incentivize intermediaries to boost the distribution and selling of a product. Here are several key components and strategies associated with external sales promotions:

1. Discounts and Allowances: Providing allowances to intermediaries can help reduce their costs, making it more appealing for them to stock and promote the product.

2. Trade Shows and Exhibitions: Participating in trade shows gives businesses an opportunity to showcase their products directly to dealers, facilitating direct interaction and sales.

3. Gifts and Incentives: Marketers may offer gifts, promotional items, or even contests for dealers to motivate them to increase product sales.

4. Training Programs: Offering training sessions for sales staff at intermediaries can enhance their product knowledge, ultimately leading to more effective selling.

5. Point-of-Purchase Displays: Providing attractive displays can help intermediaries better showcase products in-store, drawing consumer attention and increasing sales.

External promotions play a crucial role in the supply chain, helping to create an effective partnership between manufacturers and intermediaries, driving overall sales, and enhancing market reach.