Class: Senior Secondary School 1 (SS1 / SSS 1)
Term: 3rd Term
Week: 10
Age: 15 years
Duration: 45 minutes
Subject: Salesmanship
Curriculum Theme: Trade
Previous Lesson: Sales Promotion: Meaning of Promotion, Types and Reasons.
Topic: SALES PROMOTION
Subject Matter: Usefulness of sales promotion, Objectives of promotion, Sales incentives such as gift items and cash discounts, Advantages and disadvantages of promotion

Specific Objectives

By the end of the lesson, pupils should be able to:

Cognitive Domain:

Define sales promotion.
State the usefulness of sales promotion.
List the objectives of sales promotion.
Identify different sales incentives.
Outline the advantages and disadvantages of sales promotion.

Affective Domain:

Appreciate the role of sales promotion in encouraging sales.
Understand the impact of various sales incentives on consumer behaviour.

Psychomotor Domain:

Categorize different types of sales promotion incentives.
Illustrate examples of sales promotion activities.

Discuss how sales promotion influences buying decisions.

Reference Materials

The following resources were used in planning this lesson:

9 Years Basic Education Curriculum (Senior Secondary Education) for Business Studies.
State Unified Scheme of Work for Senior Secondary Schools.
Anyanwu, A. (2018). Comprehensive Salesmanship for Senior Secondary Schools. Ibadan: University Press PLC.

Instructional Materials

The teacher will teach this lesson with the aid of:

Charts showing examples of sales promotion activities.
Sample gift items.
Discount coupons.

Rationale for the Lesson

This lesson helps pupils understand how businesses attract customers and increase sales through various promotional activities. It enables pupils to recognize common sales incentives they encounter daily and grasp their importance in the market.

Prerequisite/Previous Knowledge

Pupils are expected to have basic knowledge of marketing, buying, and selling from previous lessons.

Lesson Content/Board Summary

SALES PROMOTION

Definition of Sales Promotion

Sales promotion refers to short-term incentives or activities designed to encourage the purchase or sale of a product or service. It aims to stimulate immediate sales by adding extra value to the product for a limited period.

Usefulness of Sales Promotion

Sales promotion is useful for businesses for the following reasons:

It helps to introduce new products to the market.
It encourages customers to try a product for the first time.
It helps to clear old stock or slow-moving goods.
It boosts sales during off-peak seasons.
It attracts new customers and retains existing ones.
It helps a business to gain a competitive advantage.

Objectives of Sales Promotion

The main objectives of sales promotion include:

To increase sales volume.
To build brand awareness.
To encourage repeat purchases.
To support advertising campaigns.
To counter competitors’ activities.
To encourage product trial.

Sales Incentives

Sales incentives are rewards or benefits offered to customers to motivate them to buy a product or service. They are a core part of sales promotion.

The following are common sales incentives:

Gift Items: Free products or merchandise given to customers upon purchase (e.g., a free mug with coffee, a free pen with a book).
Cash Discounts: A reduction in the price of a product or service, often for prompt payment or bulk purchase.
Coupons: Vouchers that offer a specific discount on a product.
Contests and Sweepstakes: Opportunities for customers to win prizes based on skill or chance.
Samples: Small quantities of a product given free to customers to encourage trial.
Loyalty Programs: Rewards for repeat customers (e.g., points systems, exclusive discounts).

Advantages of Sales Promotion

Sales promotion offers the following advantages:

It generates immediate sales.
It is flexible and can be adapted to specific situations.
It helps to clear excess inventory.
It can attract new customers quickly.
It provides measurable results in the short term.
It supports other marketing activities like advertising.

Disadvantages of Sales Promotion

Despite its advantages, sales promotion has some disadvantages:

It can lead to a decrease in brand loyalty if customers only buy when there is a promotion.
It may reduce profit margins due to price reductions or added costs.
Customers might wait for promotions instead of buying at full price.
It can create a perception of cheapness or low quality for the product.
Frequent promotions can be costly for businesses.
It may not build long-term customer relationships.

Teaching Methods/Instructional Techniques

Discussion, Lecture, Demonstration, Question and Answer, Visual Aids

Instructional Procedures

Step 1: Introduction

Time: 5 minutes
Teaching Skill: Set Induction
Teacher’s Activity: The teacher asks pupils to recall what they understand by marketing and how businesses try to make people buy their products. The teacher then introduces the topic “Sales Promotion” as one of the ways businesses encourage sales.
Pupils’ Activity: Pupils respond to questions and listen attentively.
Learning Point: Pupils are prepared for the lesson and connect it to prior knowledge.

Step 2: Definition and Usefulness of Sales Promotion

Time: 10 minutes
Teaching Skill: Explanation/Discussion
Teacher’s Activity: The teacher explains the meaning of sales promotion and discusses its usefulness, using examples from the pupils’ daily experiences (e.g., “buy one get one free,” “discount sales”).
Pupils’ Activity: Pupils listen, ask questions, and contribute examples of sales promotion they have observed.
Learning Point: Pupils understand the definition and importance of sales promotion.

Step 3: Objectives of Sales Promotion

Time: 7 minutes
Teaching Skill: Explanation/Listing
Teacher’s Activity: The teacher explains the various objectives that businesses aim to achieve through sales promotion, such as increasing sales, introducing new products, and building brand awareness.
Pupils’ Activity: Pupils take notes and identify key objectives.
Learning Point: Pupils can state the reasons why businesses engage in sales promotion.

Step 4: Sales Incentives

Time: 8 minutes
Teaching Skill: Demonstration/Explanation
Teacher’s Activity: The teacher explains different types of sales incentives, such as gift items and cash discounts, using the instructional materials (e.g., showing sample gift items, discount coupons).
Pupils’ Activity: Pupils observe the materials, ask questions, and discuss how these incentives work.
Learning Point: Pupils can identify and explain common sales incentives.

Step 5: Advantages of Sales Promotion

Time: 5 minutes
Teaching Skill: Discussion/Brainstorming
Teacher’s Activity: The teacher leads a discussion on the benefits of sales promotion for both businesses and consumers.
Pupils’ Activity: Pupils contribute ideas on the advantages and take notes.
Learning Point: Pupils understand the positive aspects of sales promotion.

Step 6: Disadvantages of Sales Promotion

Time: 5 minutes
Teaching Skill: Discussion/Analysis
Teacher’s Activity: The teacher discusses the potential drawbacks or disadvantages of sales promotion, helping pupils to consider both sides of the strategy.
Pupils’ Activity: Pupils participate in the discussion, identify the disadvantages, and note them down.
Learning Point: Pupils understand the negative aspects of sales promotion.

Step 7: Evaluation/Review

Time: 5 minutes

Teaching Skill: Questioning/Assessment

Teacher’s Activity: The teacher evaluates the learning by asking the following questions:

Define sales promotion.
Mention three reasons why businesses use sales promotion.
State two objectives of sales promotion.
List two examples of sales incentives.
Outline two advantages and two disadvantages of sales promotion.

Pupils’ Activity: Pupils answer orally and in writing.

Learning Point: Pupils demonstrate understanding of the lesson.

Step 8: Conclusion

Time: 5 minutes
Teaching Skill: Summarization/Assignment
Teacher’s Activity: The teacher summarizes the key points of the lesson, emphasizing the importance of sales promotion in encouraging sales. The teacher then assigns homework.
Pupils’ Activity: Pupils listen to the summary and copy the homework assignment.
Learning Point: Pupils consolidate their understanding of the lesson.

Lesson Keywords

Sales Promotion – Short-term activities to encourage product purchase or sale.
Incentives – Rewards or benefits offered to motivate action.
Gift Items – Free products given to customers with a purchase.
Cash Discounts – A reduction in the price of a product or service.
Objectives – The goals or aims that a business wants to achieve.

Differentiation

For pupils who grasp concepts quickly, the teacher can challenge them to think of specific examples of sales promotions they have seen for different types of products. For pupils needing more support, the teacher will provide clearer examples and visual aids, and encourage peer-to-peer explanation.

Note for teachers using this lesson plan

Teachers should ensure pupils clearly understand the difference between sales promotion and other promotional tools like advertising. Encourage pupils to bring in examples of sales promotion flyers or coupons they find to make the lesson more practical and relatable.