Personal Selling at Enviro-Cars Ltd

SALES PLANNING AND
OPERATIONS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
AC 1.1 Explain how personal selling at Enviro-Cars Ltd supports other promotional activities
................................................................................................................................................1
AC 1.2 Compare buyer behaviour and the decesion making process in different situations
with special reference to Enviro-Cars Ltd..............................................................................2
AC 1.3 Analyze the role of sales teams in overall marketing strategy for Envir-Cars Lmt...3
TASK 2............................................................................................................................................4
TASK 3..........................................................................................................................................10
AC 3.1 Explain with examples, how sales and strategies can be aligned with corporate
objectives in organizations like Plastic Products..................................................................10
AC 3.4 Explain how Plastic Products Ltd. can organise Sales activities in order to control of
sales output...........................................................................................................................13
AC 4.2 Investigate opportunities for using exhibitions/ trade-fairs in chosen emerging market
..............................................................................................................................................14
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
Sale is one of the most crucial parts of a business operation. A success of a business
activity depends on high profitability and sales maximization. The key aim of the sales operation
is to enhance product demand within the economy by creating interesting offers for audiences
(Wacker and Lummus, 2012). It is defined as a process where management regularly review
demand projections, develop strategies to meet them in order to attain favourable financial
impact. The current study will develop an extensive study on the topic in order to closely analyze
the factors and issues associated with sales and development within market. Analysis of different
case scenario will be used to determine different aspects of the study. The report will be focused
on creating a practical and detailed understanding about the given topic.
TASK 1
AC 1.1 Explain how personal selling at Enviro-Cars Ltd supports other promotional activities
Personal selling refers to presenting products and services of the company in a well-
defined and attractive manner for making sales and developing a strong consumer relationship
within the market (Yu, Ramanathan and Nath, 2014). The present case reflects a business
scenario of Enviro-Cars which is a creative business idea however the growth and development
of business demands high integration of personal selling for increasing sales of the products and
enhancing organizational profit as well. The business objective of the company in this declining
sales environment is to expand sales by selling new and second hand products within the
economy. In order to achieve the objectives, personal selling may help the company effectively
by the following ways: Direct approach: Creativity and fresh talent is a key requirement of for salesmanship.
The company may train the employees to target prospective buyers and enhance sales
within the market (Zanjani and Nourelfath, 2014). Personal selling will be an effective
and direct approach of company. It will help in delivering better results through personal
influence. Best utilization of resources: Enviro-Cars are presently dealing with the business
problems whereby most of its experienced employees has left the company and majority
of workforce are new and less experienced people. However, employees are the face of
the company as they directly deal with the consumers. Thus training existing employees
1

of the company for business growth and development will contribute highly in building a
positive brand image within the market and saving cost of operations as well (Caffarella
and Daffron, 2013). Customized promotion: Personal selling may be a slow yet very effective approach for
the company. The consumers may be targeted as per their own needs and demands.
Personal selling activities will help in supporting concentrated targeting where sales
person will present and promote the product analysing personal requirements of the
prospective buyer. For example demand for car at low range by the consumers may be
met by the seller by presenting second hand product to the buyer
AC 1.2 Compare buyer behaviour and the decision making process in different situations with
special reference to Enviro-Cars Ltd
Consumer’s needs and demands are influenced by variety of factors and elements present
in the market. It helps a buyer in creating a wide and effective impact on product selection and
examining the factors associated with the same. As per the given case Enviro-Cars Company is
focusing on enhancing its sales by expanding its product range of new and second hand cars
(Dewsnap and Jobber, 2012). Evaluating consumer buying behaviour is significant for the
company. Kotler's black box model is an effective approach for analysing the same. The model
represents a process whereby consumer's motivational factors are analyzed and addressed.
2
Illustration 1: Kotler’s black box model
(Source: Converse, 2010)

Using the stated model, company may effectively analyze the factors which may
influence the buying decisions of the consumers and the impact of the same may be analyzed on
the buyer motivation. For example recession in the market may influence the social behaviour
towards low spending. To motivate such buyers the company has developed a product range of
second hand cars. This may influence consumers who need affordable environmental cars.
Similarly, personal selling team may analyze the perceptions of the buyers and may link the
same with product price, brand and usability to change their decision process (Márcio Tavares
Thomé and et.al., 2012). To develop consumer behaviour of a student, stimuli of lifestyle may be
linked with his needs thus developing their behaviour and meeting organizational needs may be
made possible by the sales team.
The above analysis develops an effective and clear understanding about buyers needs and
decision making process however buying behaviour in B2B and B2C differs widely for the
organizations. Consumer behaviour for business to business operations differs from consumer
buying behaviour. This is because consumers buy the product for final consumption while
business purchase is for resale or further manufacturing. Hence, business buying behaviour is
focussed and rational as compared to consumer buying process. For example for second hand car
business Enviro-Cars will make rational decisions regarding car features, price etc. however
buying behaviour. In addition the decision making process for B2B is complex and involves
multi levels decisions for the company. The size of business consignment is large thus cost
associated is high as well. Thus decision making process demands an integrated decision
regarding inventory and finance. Furthermore, B2B buying behaviour is relationship driven and
not product driven. Thus, relationship development and personal selling approach is adopted by
the companies in order to enhance sales of the business.
AC 1.3 Analyze the role of sales teams in overall marketing strategy for Envir-Cars Lmt
The sales team of company is an integral part of the business. It helps in interconnecting
organizational objectives and strategic development of the business. Sales force plays a
significant role in planning effectual marketing tactic for business so that they are able to attract
and retain customers for long term in business (Noonan, 2010). Sales team develop an effective
base shaping the marketing strategy of the company by meeting the short term targets developed.
The sales team in Enviro-Cars will play the following role in developing its marketing strategy:
3

 Supporting marketing plan: Sales team of Enviro-Cars will help in developing an
effective level of communication between buyers and management. For this purpose the
sales team will play an active participation in planning, organizing, controlling and
implementing the plan for the business development (Usui, 2011). The sales
representatives will understand the needs of the buyers and communicate the same to
management to develop product range and features. In addition to this it will help the
management to develop marketing strategies to target both B2B and B2C markets. Meeting objectives: The objective of the company is to enhance sales within the market.
For this purpose effective marketing strategies will help the business widely. Personal
selling is one of the crucial marketing strategies and sales team will achieve the same by
organizing the d sales department in an effective manner. Proper distribution of roles and
responsibilities will help in effective achievement of goals and will lead to better
management as well. Moreover, the team will develop and attain targets and tactics for
meeting strategic goals of the company to ensure overall growth of the business. Represent organization: Sales team is the face of the company which is effective for the
business growth and development. Every sales executive will help in influencing the
buyers to develop their buying decisions in favour of the product (Ambrose, 2014). This
will help the company in developing an effective brand image of the firm for the target
buyers. Sales team will be the face of the company hence will contribute widely in its
marketing strategies.
 Attaining overall marketing objectives: Sales force of the company helps in analysing,
attaining and understating the issues faced by the business units and focuses on
developing effective result for the same. The sales force helps management in filling gaps
between expected and actual performance of the company. It contributes widely in
strategic planning and development.
TASK 2
Covered in PPT
4