You can also strategise by directing where sales and promotions take place. For instance, you will place your merchandising displays in the most visible places to your audience, where they are most likely to trigger a purchase of your product/service. Point-of-sale displays, increased shelf space and bolder displays can influence customers to buy your product over your competitors'. You can send marketing teams to stores/locations where your product/service is sold, to provide demonstrations and expert advice to potential customers and boost sales. You can also target the trade itself and offer them discounts and benefits to stocking and selling your products/services –this will likely increase their efforts to promote them to customers. To decide which sales and promotions strategies to use, you need to have clear objectives to determine which will best achieve them.