Practices of a Trading Corporation Sales Staff in Introducing New Products to Customers: Basis for Drafting Sales Communication Plan

Author(s)	Ms. Emiliana Plaza Mabaga, Romulo N. Ulibas
Country	Philippines
Abstract	The study explored how sales staff at a trading corporation communicate with customers when introducing new generic products. Aimed at informing an effective sales communication plan, it addressed a gap in structured business-to-business communication strategies during product launches. Using an explanatory mixed-method approach, the researcher combined survey, observations, interviews, and focus group discussions with nine sales representatives and 60 customers. Results showed that email, websites, and in-person meetings were common channels, but inconsistent messaging reduced the effectiveness. Customers valued clear pricing, efficient order and delivery processes, and value-focused messaging. Digital tools like video conferencing were underutilized. The study recommends a unified communication plan that aligns channels, consistent messaging, and digital tools with customer needs to boost engagement.
Keywords	Sales Staff, Communication Practices, New Products Introduction, Sales Communication Plan, Hierarchy of Effects.
Field	Business Administration
Published In	Volume 7, Issue 2, March-April 2025
Published On	2025-04-16
DOI	https://doi.org/10.36948/ijfmr.2025.v07i02.41193
Short DOI	https://doi.org/g9f4tc

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International Journal For Multidisciplinary Research