Key Principles of Sales Management and Sales Structures

This report discusses the key principles of sales management in relation to the importance of sales planning, methods of selling, and sale reporting. It also explores the benefits of sales structures and how they are organized using specific organizational examples. The report focuses on Barclays, a British multinational investment bank and financial service company, and highlights the significance of sales planning, different methods of selling, and the principles of successful selling. Additionally, it emphasizes the importance of developing sales strategies for profitability and incorporating account management within sales structures.

Order Sales
Management

INTRODUCTION...............................................................................................................................3
TASK 1.................................................................................................................................................3
P1 key principles of sales management in relation to the importance of sales planning, methods of
selling and sale reporting.......................................................................................................................3
TASK 2.................................................................................................................................................6
P2 benefits of sales structures and how they are organised using specific organisational examples.. 6
P3 importance and the advantages of the concept of ‘selling through’ others....................................8
TASK 3.................................................................................................................................................9
P4 key principles and techniques for successful selling and how they contribute to building and
managing customer relationships in application to specific organisational examples........................9
TASK 4...............................................................................................................................................12
P5 Importance of developing sales strategies that yield highest profitability and incorporating
account management within sales structures...................................................................................12
CONCLUSION..................................................................................................................................13
REFERENCES..................................................................................................................................14

INTRODUCTION
Sale is the function in an business firm which conduct for generating revenue or
income as well as it is needed to be manage in proper manner. Moreover, an organisation
final result is depended on the performance of sales division. In addition to this, sales
management is explained as planning, direction as well as controlling personal selling which
include selecting, recruiting, equipping, routing, paying, supervising and several other tasks
applied for personal sales force (Minner and Transchel, 2017). Furthermore, sales
management specifically contribute in accomplishing marketing objectives of business firm.
Within an organisation sales manager set objectives related to personal selling as well as
formulate personal selling policies and strategies. Motive behind all this is to enhance sale
and generating revenue for long term sustainability of company.
This report is based on Barclays which is British multinational investment bank and
financial service company. Apart from investment banking, respective company organised
within four core business i.e., personal banking, corporate banking, investment management
and wealth management. Barclays was founded in 1690 on 17th November as well as it is
headquartered at London, England UK. Along with this, respective report will going to
discuss key principles of sales management in relation to importance of sales planning,
methods of selling and sale reporting. Moreover, benefits of sales structure in relation of
Barclays will elaborate as well as importance and advantages related of selling through other
will highlight within this assignment. Moreover, principles and techniques related to
successful selling will discuss and they contribute in managing customer relation. In the end
importance of developing sales strategy which yield highest profitability and incorporating
account management within sales structure will discuss.
TASK 1
P1 key principles of sales management in relation to the importance of sales planning,
methods of selling and sale reporting.
In an organisation sales management is seen as segment of marketing mix which deals
with formation of sales strategies such as product pricing & merchandising, sales promotion
activities, distribution function, planning, staffing, motivating as well as controlling sales
staff for accomplishing desired sales objectives in better manner (Monden, 2019).

Significance of sales planning – For Barclays sales planning is important because it
assist them in foreseeing potential risk so that respective company can try as well as mitigate
them beforehand. Sales planning provide assistance in formulating a battle okay but also puts
control through assistance and determine current status of products. In addition to this, sales
planning play significant role in working of Barclays while products and services are offered
within several market (Nguyen, de Leeuw and Dullaert, 2018). It also assist business firm in
devising their strategy as per the culture, requirement as well as need of every customer in
market area. There are several significance of sale planning within Barclays explanation of
these are as follows :-
 Targeting customers – With the assistance of proper sales planning and business firm
able target customers in effective manner because while doing planning company
decide to whom they will target. Thus, by targeted customers company analyse that
how to deal with them and what are there needs as well as wants.
 Enhancing sale and profitability – By planning sales in effective manner company
identify the customers to whom they have to target. Along with this, it is assisting
Barclays in analysing the customer need and wants so they can fulfil these in effective
manner. Because it will result in enhancing sale and profitability of respective
organisation.
 Growth and development – Sales planning provide assistance to organisation in their
growth and development because every activity related to sales will conduct in proper
manner according to the planning. This result in growth of business firm as well as
development also by enhancing sales. In simple term it can be said that, before
implementing any strategy or planning aim of business firm is their growth as well as
development.
Thus, above mention are importance of sales planning in relation of Barclays as it help them
in enhancing their sale as well as generating high revenue. so that, positive outcomes will be
gained in better manner.
Method of selling – there are mainly two method of selling i.e., B2B and B2C which
Barclays use for serving their customers in effective manner and accomplishing competitive
advantages (Syam and Sharma, 2018). Explanation of these are as follows :-
 B2B (business to business) – It is form of transaction which take place within
business like involving manufacturer and wholesaler or wholesaler and retailer.
Although, B2B is related to business which conduct within companies, rather then

within company and individual consumer. Barclays established in well manner within
new economy as world 5th largest internet bank. As they are looking forward for
establishing Barclays B2B.com as they result provider of internet business services
(B2B: Banking on Barclays, 2020). Today, buyers of Barclays use B2B.com e-
procurement services which will be beneficial from lower processing cost, better
prices and enhancing management information. Moreover, supplier will get
advantages from access of new customers without any usual customer recruitment cist
and enhance operational efficiency by aggregation of orders.
 B2C (Business to customer) – It is related to the sales model in that which business
target individual consumers. Within B2C se lling company directly interact with
customers for selling their goods and services within effective manner (Yang and
Zhu, 2020). In relation of Barclays they directly approach customers for investment
banking and other services. Thus, major selling approach of Barclays company in
B2C (business to customer) and within this main motive of company is to make
customers need as well as want satisfy in proper manner.
Above mention are two major selling method which Barclays use for serving their customers
in effective manner that can be business or individual both(Hamdan and Cheaitou, 2017). In
addition to this, there are several principles of sales management which vary in response to
consumer as well as business buying behaviour. Explanation of sales management principles
in relation of Barclays are mention below :-
 Follow golden rule of sales management – It is important for employees of Barclay’s
to make sure that they treat customers in same manner as they want to be treated.
Because everyone wants as well as need to be treated with respect. Thus, it is
important for Barclay’s to have professional, mature staff as well as treat them as
mature human beings. Such practices will provide assistance to respective company in
making customer satisfy by serving them in effective manner.
 Manage on objective information – It is important for Barclay’s manager to discuss
objective with their staff members in effective manner so they will be able to conduct
operations in better manner and accomplishing predetermined objectives (Atan and et.
al., 2017). In addition to this, it is essential to provide training and development
sessions to staff as it will assist them in enhancing their skills and knowledge which
result in accomplishment of goals.
 Be goal oriented – It is important for staff of Barclay’s Company to be goal oriented
so that they can conduct operations in such manner which result in accomplishing

predetermined goals in effective manner. Thus, it is responsibility of sales manager to
decide goals and discuss it will team members for accomplishment.
 Be direct and to the point – It is responsibility of manager in Barclay’s Company to
direct other staff members so they will be able to conduct operations properly as well
as serve their customers in effective manner. Thus, in simple term it can said that
giving direction will provide assistance in accomplishing goals and objectives in
better manner without any difficulties.
Thus, there principles of sales management provide assistance to Barclay’s in both business
to business selling as well as business to customer selling. With the assistance of this,
respective company will able to serve business and customers in appropriate manner as per
the requirement and also help in making them satisfy (Barbon and et. al., 2019). Because they
are the one who play important for company such as long term sustainability, growth, loyal
customers, high profitability and in several other manner.
TASK 2
P2 benefits of sales structures and how they are organised using specific organisational
examples.
Sales structure is considered as design for faction of the sales team in a company. An
organization management can use inside sales model or approach or they may adopt outside
sales model or approach for developing a sales structure. Company which have huge sales as
well as outperform marketplace then they must need to have sales procedure which are in
systematic as well as structured form properly. Moreover, sales structure aid a company in
streamlining the structure or chain of command in a workplace that leads to proper
implementation of decision making procedure. The sales structure of Barclay is mentioned
below along with the example of direct sales as well as selling by others.
Direct sales is determined as a types of sales which include selling of products and
services to the potential customers directly in which there is not interference of retailers. In
respective of this type of sales, it takes place either at the home, work or online medium.
Direct sales provide opportunity to company to minimise different middleman from the
distribution process of the products and services. In this process the products or services will
directly go from the manufacturing unit to distributors and after that it will finally reach to the
potential customers. The products which are sold through the medium of direct sales are not
generally available at the retail stores. In respect of Barclay, they provide or sell numbers of

products through the medium of direct sales that means there is less or no involvement of
middleman in the distribution process. Through this respective company able to reduce as
well as eliminate unnecessary amount or cost which incurred in selling of its products. In
addition to this there are several companies who send their representative directly to the
stores so that they attract customers and sell their products to them.
Sell conducted by others is considered as most cost effective method for a company to
reach to their potential customers as comparison to conducting direct sales. Respective kind
of transactions takes place when a potential customer buys a specific products or services
from retailer. In this process payment is made by customers to retailer and then they will
conduct payment to distributors or company. In context of Barclay a specific percentage of a
particular service or products are sell by retailers after that is shipped by their suppliers. This
is generally denoted in the form of percentage as well as it also helps respective company to
reach their potential customers in successful manner and through it they also able to attain
sales target successfully.
Company reaches their target market by adopting effective sales structure at the
workplace and this is generally based on the product, market and geography. For this a
company need to develop a sales team as well as provide training to them properly so that
they attain their target successfully. Moreover it will also help in reaching right customers at
the right time for selling product, through which a company able to increase their
performance as well as profitability ratio.
According to the perspective of Emma Brudner, arranging the business group by
geology is another method of arriving at the market since this permit the salesmen in the
group to assemble nature with a specific geographic area (The 4 Most Common Sales Org
Structure [+ Pros/Cons], 2020). This should be possible by setting up a compatibility with
neighbourhood organizations inside the area which is advantageous on the grounds that it can
help in building up a comprehension about rivals in the region just as track target clients. The
team lead can undoubtedly assess the general execution of the salesmen and the market
potential that a specific area has. Salespeople inside specific geology can create mastery in
having the option to work cross-functionally. Along these lines, through this, the organization
can arrive at its objective market and satisfy their requirements in a proficient way.
Furthermore, selling by other is also essential concept which helps a company to
eliminate unnecessary middleman and cost from the distribution system. If an organization

sells their products and services to other business then them able to develop strong as well as
long term relationship among them which help in attaining goal by huge sells. In order to
reach potential customers by different geographical reason company need to provide proper
selling to employee. In addition to this if a company want to deal with the retailers then they
need to access to a huge numbers of customers without having any kind of investing into any
types of sales or marketing procedure. In respect of this there will be immediate access to the
customers as well as it will also prospect to visit retail store for purchasing or buying of
products and services which is offer by particular company. In context of Barclay sometime
they negotiate along with the retailers to stock their products as well as not of its any
competitors.
Aside from this, the general duty of selling the items is on the retailer and so as to
urge them to sell the items, particular organization gives them preparing to the business group
inside the organization. Another favourable position of 'selling through others' is that the
organization can help its general showcasing financial plan (The Advantages of Selling
Goods Through a Retail Distribution Channel, 2019). This should be possible by running
joint crusades with different brands that offer comparative administrations. This aide in
creating mindfulness among the clients about accessibility of items inside the market. This
prompts an expansion in the general benefit just as incomes of the organization. Additionally,
by viably using a current retail arrange, the organization can extend its general land reach and
draw in clients from various fragments. Likewise, the company doesn't need to hold up under
the expense of conveying the items or products to the clients since they can purchase the
equivalent effectively through a retail location. In addition to this it will also help a company
in attaining their desire goal or target of sales in successful as well as impressive manner.
P3 importance and the advantages of the concept of ‘selling through’ others.
Selling through is explained as percent of selling goods that sold by retailer and
shipped from their manufacturer or supplier (Guesalaga, 2016). It can be expressed in
percentage and provide support to business firm to sale their more products and services. In
addition to this, selling through is primarily calculated within set time frame that consist
mainly one-month period. Moreover, in financial institutions company directly approach their
customers as they generally don’t use selling through others. Because they believe in
approaching customers by there own in more effective manner. But at some level selling
through other also work for them and in this approach, company use their sales person to
approach customers and sell their products and services within effective manner. As this

approach gives positive impact on the mind of customers and result in increasing sales
(Gallino, Moreno and Stamatopoulos, 2017). Main motive of Barclay’s behind adopting
selling through other is to enhance their sales and generating more profits. This result in
gaining several benefits as well as advantages to respective organisation. In addition to this,
considering concept related to selling through other provide assistance to Barclays in
approach large number of customers as well as gaining several advantages. There are several
advantages of selling through other explanation of these in relation of Barclay’s are mention
below :-
 Larger customer base – Barclay’s company will have the option to build its clients
base by thinking about selling through idea (Gören, 2018). This will help in lead to
have positive effect on organization and backing in expanding deals of association.
Retailer and distributer will have wide scope of client base and these clients can be
effortlessly focused by Vodafone association with the help of selling through idea.
 Understand market – Sales person have proper understanding about market and
customers which help them in approaching within more effective manner and also
enhancing sales of company (Geiger, 2017). Selling through retailers will help in
offering products to customers as they who whom to reach as well as which will be
the most significant way to sell products to prospective buyers.
 Marketing - Selling through methodology is compelling and significant in leading
advertising or selling rehearses. This will assist clients with gaining more data about
organization items and administrations just as pick the most reasonable alternative.
Distributers are giving right and precise data to clients alongside their necessities.
This will be useful for Vodafone association to playing out its promoting and deals
exercises. Separate can exploit affecting clients through extraordinary nature of items
and administrations.
TASK 3
P4 key principles and techniques for successful selling and how they contribute to building
and managing customer relationships in application to specific organisational examples.
Sales can be comprehensively viewed as the backbone of a company as it lays down
the foundation to development of healthy relations with the public at large. There are certain
principles of selling which are taken into due consideration by an organisation in order to
ensure that customers are influenced in a positive manner and thereby long term relations are

built with them (Mahakian and Parikh, Oracle International Corp, 2020). Sales principles are
considered to be more effective than sales objectives or policy in capturing the attention of
public at large towards the products and services offered by the firm in market place. In this
relation, the management of Barclays Bank also applies the principles of successful selling to
maintain effective customer relationship. Thus, the principles of selling are explained in
detailed manner in context of Barclays Bank as follows:-
Selling is all about relationships - Within the bounds of commercial world,
development of a long term relation is quite essential for an organisation. There exists
gigantic rivalry prevailing within the bounds of commercial centre. This gives rise to the need
of developing relations with customers in the long run so that they can be retained for a
considerable period of time frame (Paschen, Wilson and Ferreira, 2020). For the development
of effective relation with the clients, it is important for the management of Barclays Bank to
identify the needs and demands of clients, thereby undertaking measures through which these
can be duly fulfilled in predefined course of time. Building compatibility with the customers
is possible by indicating genuine interest in addressing their demands. This instils a sense of
trust and loyalty within the clients, prompting the development of healthy relations with
them.
Sale is not about product, but their problem - It is considered to be important for
an entity to advance the image of the brand along with its offerings in front of the customers.
This duly prompts them to undergo a purchase of the organisational offerings. This principle
of sales stresses upon the premise that sales is just not concerned with physical sale of an
item but the eradication of problems or challenges encountered by the customers in the long
run (Kruse, Commentsold Inc, 2020). In this relation, Barclays Bank identifies the probable
problems that may be faced by the customers so as to make measures through which these
can be duly addressed in due course of time. This enables the bank to develop sound relations
with the clientele.
Price and value go hand in hand - Price is not the only thing that matters to the
company while doing selling to the customers. This principle of selling prompts the
importance of value that is created for customers via the sale of its products and services in
market place (Terada, Yamanaka and Oda, FANUC Corp, 2020). The intent of each and
every organisation functioning as a part of the economy in today’s time is to maximise the
value for customers so as to attain extensive satisfaction from them and build healthy
relations with them. With respect to this, the management of Barclays Bank takes several

measures such as provision of additional facilities and online services to enable the customers
to see the value of bank’s offerings and not just the price.
No sale until it is closed - The intent of every organisation is to collect the
information about prospective leads so that healthy relations can be developed with them
enabling them to undergo a purchase of the organisational offerings. However, it is also
significant that the company realises the relevance of closing the leads at frequent intervals of
time and not just keeping the leads in pipeline (Deng, Nichols and Sun, 2020). By setting
sound communication with the leads, the management of Barclays Bank seeks to close the
leads in due course of time and develop long lasting relations with the clients.
Those who listen, win - For an organisation to carry out successful selling, it is
important for the firm to give ears to customers all the time. This provides assistance to the
corporation in gaining knowledge of the customer pains and challenges. By gaining
knowledge of the issues faced by the clientele, an entity is able to develop strategies or take
initiatives through which such problems can be solved in rapid course of time (Ding and
Song, 2020). When clients recognise the efforts taken on the part of company to address their
issues, they tend to exhibit loyalty and dedication towards the firm. This helps Barclays Bank
in building relationship with clients in the long run.
Techniques used in selling
A number of techniques are used by companies across the globe for the purpose of carrying
out successful selling. In this relation, it is important to take into account the effectiveness of
these techniques in building the financial performance of the entity in the long run.
Social networking - In today’s digital era, social media and its usage has become
really very common. Almost every second individual at least leverages social media for
commercial or entertainment purposes. In this relation, it has been identified that social media
networking can also serve as one of the most prominent and effective techniques for
businesses to carry out successful selling. Social media networking allows companies to set
interaction with the clients providing them key information about the corporation and its
offerings (Jokinen, 2020). Also, it enables the companies to take feedbacks from the clients at
regular intervals of time. Thus, this serves as one of the most effective techniques that are
used by the organisations like Barclays Bank to carry out successful selling and increase its
growth & development prospects.
Regular interaction with the customers - This is yet another effective technique by
way of which an organisation is able to successfully carry out selling. Frequent

communication with individuals allows the business to convert the prospective leads into
clients for the company (Tian, 2020). Looking on this, the management of Barclays Bank
develops a friendly atmosphere at workplace whereby customers are greeted well face to face
or on calls. Further, it is acknowledged that the entity takes every possible measure and
initiative to build a rapport with the customers so that they can be easily persuaded to
undergo a purchase. Thus, this increases the sales prospects for Barclays Bank enabling them
to take a forefront at the marketplace thereby attaining a competitive edge over the rivals
also.
TASK 4
P5 Importance of developing sales strategies that yield highest profitability and incorporating
account management within sales structures.
It is important for each and every organisation to take into account the different types
of tactics in order to devise and develop a sales strategy that is capable of increasing the
revenues for the company and building a strong image of the brand in the minds of
customers. Such strategy is able to guarantee high output and profitability for the firm in the
long run (Friend, Johnson and Ranjan, 2020). The management of Barclays Bank also
develops an effective sales strategy aimed at deriving positive outcomes for the firm. Thus,
the significance of developing sales strategy in the light of Barclays Bank is given as under:-
Increment of sales and profits - The main importance of devising and implementing
a sound sales strategy is considered as the increment in existent level of revenues as well as
profits of the company. An effective strategy implies that the organisation is able to set a
strong relationship with the prospective leads and thereby with the help of tactics can
persuade their purchase behaviour in the favour of the company (Anbarasi and Praveen
Kumar, 2020). This provides Barclays Bank with the opportunity to boost its financial
performance in the long run.
Building strong brand image and awareness - A carefully and strategically crafted
sales strategy allows an organisation to create awareness about the brand along with its
offerings amidst the public at large. With the help of sales tactics and strategy, firm will be
able to tap the purchase behaviour of consumers (Deng, Nichols and Sun, 2020). This would
imply strengthening of the bond that exists between the clientele and Barclays Bank. This in
the long run will empower the corporation to achieve its long drawn goals and objectives in
predefined course of time.

Building rapport with the customers - Development of sales strategy allows an
organisation to have strong relations with the customers. This happens by setting interaction
with them at frequent intervals of time. Through this, the organisation provides knowledge of
its products and services to the potential leads. Also, feedback on the organisational offerings
can be undertaken by the company. Thus, a carefully drafted sales strategy enables Barclays
Bank to keep customers at its forefront, thereby enabling acceleration of its existing financial
performance (Shaikh, Tiwari and Cárdenas-Barrón, 2020).
CONCLUSION
After going through overall discussion, it has been summarised that sales management
is important part of an organisation as it provide assistance in growth as well as development
of business. sales management is explained as planning, direction as well as controlling
personal selling which include selecting, recruiting, equipping, routing, paying, supervising
and several other tasks applied for personal sales force. Furthermore, sales management
specifically contribute in accomplishing marketing objectives of business firm. Within an
organisation sales manager set objectives related to personal selling as well as formulate
personal selling policies and strategies. Along with this, there are distinct principles of sales
management which aids an business firm in conduct their business operations in better
manner. Moreover, sales reporting play essential role as it help sales manager in tracking
overall sales performance and different activities related to the same which take place in
company. In an organisation sales structure is related to the design of sales group or team and
it can be done based on market, product or geography due to which business firm can reach
their targeted market in better manner. In addition to this, there are several techniques which
utilise for selling products in better manner within market area. Furthermore, such type of
techniques also result in facilitating strong relation among customer and company. Thus, in
simple term it can be said that, if sale strategy develop in better manner will have huge
contribution within overall company profitability. In the end, different methods related to
finance opted by company with the motive of strong and successful customer portfolio as
well as it provide assistance in gaining competitive advantages against competitors.

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