INNOVATTIVE SALES OF “E@SY LEASING“ PRODUCT IN THE B&H LEASING MARKET

The paper is aimed at analyzing and determining whether the strategy of differentiation through introducing a new innovative product, „Easy Leasing“ results in the competitive advantage in the market. By means of new technological achievements, the „Easy Leasing“ product allows a more efficient and faster processing of the application for financing through leasing, and by means of intensive promotion allows better sales. The differentiation strategy used by VB Leasing relies on the process optimization through new technological achievements, and in this way achieves the differentiation. “Easy Leasing” allows improvement of business efficiency in the B2B segment and thus leads to the company’s greater profitability. This service requires a more intensive Internet use for e-sales, and allows a reduction of the time necessary for selling the product. Due to market development and globalization, supply is becoming greater than demand; consequently, the role of marketing is increasing, with sales acquiring a vital role. The crisis impact on the leasing market is obvious, and its consequences will inevitably be reflected on the economic environment where leasing companies do business in the forthcoming period as well. If a leasing company wants to maintain its market share, all the company functions should be directed toward achieving the set goals. Sales has a central role in leasing companies, both from the aspect of implementing the business marketing concept and from the aspect of ensuring revenues for covering all the business costs and the remainder for business profit. The paper will also provide a review of the role of sales force, which is the link between the “Easy Leasing” product and final service users.