Summary, the fundamental strategy in establishing narrower bows of collaboration with the manufacturer being useful synergies with the distributor and eliminating the duplicities, turns but us into an anonymous without differentiation and too vulnerable manufacturer to the aims of the distributor. It is evident, that it enters the most excellent factors to generate sales this having a good product, good packaging and a good price. Despite this it is not going to guarantee the sales to us. We observe for a long time, that many of the manufacturers who plead for the mark realise an incomplete management of the sale. The majority of these companies negotiates a group of prices with the great surfaces, deferred discounts and decides a series of supplies, promotions, desatacados and others.

Nevertheless, they forget – or they consider simply that he is not profitable to realise a suitable management of the point of sale. It is possible to be demonstrated that he is relatively simple to secure increases among the 10-15% (following the situation in that we are) of the sales with a correct management of the point of sale. This management must consist of: 1. To secure a suitable exhibition of the product that generates more sales. We insist on the importance of the moment at which the consumer is in front of the linear one, because he is then where the decisions are taken mainly from purchase (esteem that in winch to 70%). Another excellent aspect is the exhibition, esteem that the increase of sales with two facings instead of one usually goes up to around 50% and a 80% in the 3 case of facings. 2. To guarantee the nonbreakage of stocks.

The stock breakage is a guarantee of loss of sales. 3. To manage the proposals of orders of proactive form along with the Platoon leader, will allow us to anticipate us to the demand and to assure to us that it is realised the order and the provision in time. 4. The employee or pasillero is a key figure within our scheme of sales, because he is going to be the nexus of union between our mark and the consumer. We must obtain that he is our better salesman. 5. To monitor the competition. To know what makes the competition and power react in time before its movements to negotiate the sale of proactive form contributing to each Point of sale the necessary tools for the sale. Together with this it is possible to stress the fact of being able to direct strategies of sale differentiated by point of sale applying political from prices, promotional and animation based on the circumstances. This confers a greater effectiveness to us in the sale and efficiency in economic terms that finally are translated in an improvement of the account of results.