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

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.