Sales Operations and Personal Selling Strategies

This assignment examines the role of personal selling in managing Primark's sales operations. It explores the effectiveness of personal selling strategies and analyzes the value derived from participation in trade fairs for designing new fashion trends. The research draws upon various sources, including books, journals, and online resources, to provide recommendations for Primark to enhance its sales performance.

SALES PLANNING AND OPERATIONS

Table of Contents
INTRODUCTION...........................................................................................................................4
Role of personal selling in the marketing ..................................................................................4
Recommending strategies to improve the personal selling process............................................5
Explaining which type of specific skills are required during recruitment of sales people.........6
Describing how personal selling will help boosting the sales of the sports ranges....................7
Recommending prominent trade exhibitions/trade fairs ............................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

Index of Tables
Table 1: Gantt chart.........................................................................................................................8

INTRODUCTION
Sales and operations planning (S&OP) is an integrated process which helps management
of organization to achieve the effective level of manufacturing outcomes to sale its products and
services to customers in the market (Dougherty, 2006). The present file describes skills of sales
people during recruitment and selection of them. It explains the prominent trade fair as well as
describes its plans of activities. Further, it introduces the role of personal selling for organisation
in the market. In addition to this, it represents advantages and disadvantages of various strategies
for Primark organization. It explains how personal selling of corporation will help the boosting
the sales of sport range.
M1 Role of personal selling in the marketing
Personal selling play important role for organisation to develop in the marketing and
promotional strategies in the market. Further, it is oral communication with consumers to sell the
cloths of Primark in the market (Gray, 2007). It also contribute effective role for corporation to
increase relationship with customers.
Role of personal selling
There are many roles sales person which help to manage its sales operations in a
appropriate manner. It is described as follows.
The role of personal selling are:
Prospecting: Role of personal selling helps the employees to find out new customers for increase
its sales revenues of Primark in the textile sector (Hair and et. al., 2008.). Further, it also aids the
organisational employees to increase consumer stack of organisation.
Communicating: Personal selling helps Sales staff members to learn communication skills
which aid to communicate with existing and new customers product range. It also help the
employees to describes about the specification of products to consumers which provides
understanding for them to purchase any type of fashionable clothes from Primark store (Ivert
and Jonsson, 2010).
Selling: Role of personal selling contribute effective role for sales staff members to contact with
the customer, answering questions which help to enhance sales of Primark in the market. Further,
It aids the organisation to increase its market share and growth in textile industry of UK.
Servicing: Personal selling guides the sales employees to provide effective support and service
to the customers in the period up to delivery and after sale (Jones and et.al., 2005). As per case

study, it helps the Primark to increase frequency of customers by giving them better facilities. It
aids the organisation to increase brand value as well as image in the mind of consumers.
Information gathering: Role of personal selling plays important role for sales staff members to
obtain information about the market from consumers and other resources. It helps the Premark to
take appropriate feedback from service users regarding present services (Peterson, 2010).
Further, it also guides the management of organisation to develop better marketing strategies.
Allocating: Personal selling helps to provide rational understanding regarding allocation of
resources to sales employees of Premark. It guides staff members of firm to sell available stock
in the product shortage situation. Along with this, it aids the employees to manage their work in
the organization.
D1 Recommending strategies to improve the personal selling process
Improvement of personal selling process is necessary for management of Primark to
increase its consumer stack. Generally, there are many ways to improve personal selling for
organization in the textile sector.
Recommendations
Primark organization should use effective schemes like discounts and card membership
for consumers in a regular time intervals (Storbacka and et. al., 2009). This process can help the
firm to enhance the frequency of customers in a appropriate manner.
Advantages and disadvantages
Discount and card membership schemes can help the Primark to increase its market share
in the textile sector of UK. On the other side, it consumes so much time of employees which
creates complexities to mange their work.
As per case study, sales employees of do not communicate effectively to its consumer
due to lack of communication skills (Kjellsdotter and Jonsson, 2014). So management of
Primark should emphasize on improving interaction abilities of staff members through providing
them effective training.
Advantages and disadvantages
This method can aid the sales employees of organization to understand needs of
consumers. Further, it can provide better help to fulfil requirements of customers in the
corporation (Thomé, Sousa and Carmo, 2014). However, training procedure can be very costly
for Primark which can increase its expenditure.

Sales employees of organisation should behave very politely which can provide better
satisfaction to answer the question of consumers.
Advantages and disadvantages
This process can help the management of Primark to raise its market share as comparison
of its competitors in the textile sector. On the other side, consumers can take wrong advantages
which can increase issues for sales employees and organisation.
As per case study, Management of Primark do not provide effective services as
comparison of its competitors which affect its sales in the market. So corporation should provide
effective services like proper guaranty on sales to the consumers (Scott, 2007). In addition to
this, Primark should also focus on effective market research which can help to identify lifestyle
and dynamic changes of customers trends.
Advantages and disadvantages
This approach can provide effective opportunities for Primark to design fashionable
clothes as per demand of consumers which can help to increase its sales in the market
(Kjellsdotter, L and et.al., 2015). In addition to this, it can help the Primark to increase numbers
of consumers as compared with previous years. However, this process is very time consuming
and costly and it does not ensure that results of research are appropriate or not due to
inappropriate research skills of researchers.
M3 Explaining which type of specific skills are required during recruitment of sales people
There are many type of skills are required to recruit sales people in Primark organisation.
It is described as follows.
Better knowledge of industry: This skill is necessary for the organisation to manage sales of
activities of organisation. In addition, with help of this ability, sales person can solve more
doubts of consumers in a better way (Albro, 2014). For example, better knowledge of textile
sector can help the sales staff members to increase sales of Primark by showing latest collection
clothes.
Communication skills: Interaction skills of sales staff members helps to interact with consumers
in the organisation. For example, it can help the employees of organisation to understand views
of customers which can provide reliability to show the appropriate collection of fashionable
clothes. Further, it can contribute effective role for Primark to increase its profit by increasing
revenues in the market.

Consideration of buyer response: This skill is also essential for sales employees to handle sales
activities of organisation. In addition to this, it can help the staff members to identify buyer
response in the Primark (Ivert and Jonsson, 2010). For example, if consumers want to purchase
specified clothes as per its demand then sales person should show collection of textile products
as per its needs. Otherwise, consumer will not take interest in other clothes of Primark. So this
skill can help the organisation to increase its sales by understanding buyer response.
How will these skills differ from others
sales person skills of Primark are differs from others because another sales employees
like mobile seller requires only brief knowledge to sales its electronics products. On the other
side, sales staff members of should have detail knowledge about textile products. So they can
understand needs of consumers in appropriate manner (Peterson, 2010). Further, in the
mobilePeterson, R., 2010 selling do not needs of more communication because consumers
already have knowledge about these products. On the other side, more interaction is required to
satisfy demands of service users in the Primark.
D2 Describing how personal selling will help boosting the sales of the sports ranges
Personal selling will help to boost the sales of sport ranges products of Primark by using
many strategies.
By understand needs of consumers: This process can help the management of Primark to
increase its sales by analysing needs as well as desire of consumers. For example, organisation
can conduct market research analyse the needs of consumers in sport range products (Gray,
2007). This method can play important role for Primark to design these type of products as per
consumer demands. In addition to this, it can help the corporation to increase its income as
comparison of previous years by enhancing sales of sport range products.
By providing effective discounts: Management of Primark can provide effective discounts and
membership in specific time frames. This process can attract the teenagers, students as well as
young consumers to purchase more sport range products (Hair and et. al., 2008.). Along with
this, it can help the organisation to earn effective profit by enhancing sales of its clothes. It can
also aid the Primark to increase frequency of consumers in the textile market.
High quality products: This approach can help the organisation to manage its sales operations in
a appropriate manner. Generally, Primark can provide effective quality products to the
consumers in affordable price. This strategy can help the management of enterprise to attract

elite as well as premium class customers towards organisation which can directly enhances sales
of sport range products. In addition to this, it can contribute effective role for Primark to increase
its brand value and image front of its consumers. This way, organisation can increase its market
share and growth in the textile market.
D3 Recommending prominent trade exhibitions/trade fairs
Management of Primark should attend Norwich Bead and Textile Fair which is going to
organize on 24th April 2016 (Norwich Bead and Textile Fair. 2016). Generally, there are many
reasons to participate in a trade fair which are described as follows.
Participation in trade fair can provide effective knowledge to management of Primark
regarding new textile products. It can play important role for organization to design new
fashionable clothes as per latest trend. In addition to this, it can aid the corporation to increase its
sales as compared with its rivals in the textile market. It can attract the consumers towards
Primark which can help to boost its sales (Storbacka and et. al., 2009). Further, it can aid the
organisation to develop effective relationship with new customers for sustainable amount of
time.
To attend this trade, organisation has to 6 days to prepare its activities in a better ways.
Table 1: Gantt chart
Activities Time frame
1 2 3 4 5 6
Planning of attending
event
Management of
resources
Development of
strategies
Controlling activities
Implementation
Evaluation

As per above Gantt chart, these activities will help the management of organisation to
attend trade fair in United Kingdom. In the first step, organisation will prepare its plans to
participate in trade fair to see new designs of fashionable products. This process will consume at
least 2 days to prepare complete plan. Then after, it will find out resources like fashion designers
and managers to attend exhibition. This activity will take two days to manage all resources in a
appropriate manner. In the next step, management of organisation will prepare its strategies to
adopt new designs which will help to develop new fashionable clothes. This activity will
consume at least two days for its completion. Then after, management of organisation will ensure
that taken step are appropriate or not which will take two days. In addition to this, employees and
managers of Primark will attend this textile fair which will consume one day. In next step,
management of organisation evaluate its all design of textile products. In addition, this process
will help the corporation to design new fashionable products which will take at least one day.
Along with this, Norwich Bead and Textile Fair can help the organisation to achieve
marketing objectives by designing new fashionable clothes. It can help Primark corporation to
increase its sales as comparison of previous years (Thomé, Sousa and Carmo, 2014). Further, it
can play important role for organisation to increase its market share and growth in the textile
industry of UK.
Budget
To achieve whole activities, organization has to invest approximate 1000 pounds.
Milestones
Primark organisation needs appropriate experienced fashion designers, budget, proper
planning and management of proper operations to achieve its milestones in six days.
CONCLUSION
From the report, it is found that role of personal selling help the organisation to manage
its sales operations. Further, suggested recommendations of researcher help the Primark to
increase its sales in the market. It can be concluded that participation of trade fair provides
effective understanding to organisation for designing new fashionable clothes.

REFERENCES
Books and journals
Dougherty, R. J., 2006. Sales and Operations Planning: Best Practices ; Lessons Learned from
Worldwide Companies. Trafford Publishing.
Gray, D. C., 2007. Sales and Operations Planning Standard System: With Reference Software.
Trafford Publishing.
Hair, J. and et. al., 2008. Sales Management: Building Customer Relationships and
Partnerships. Cengage Learning.
Ivert, K. L. and Jonsson, P., 2010. The potential benefits of advanced planning and scheduling
systems in sales and operations planning. Industrial Management & Data Systems. 110(5).
pp. 659 – 681
Jones, E. and et.al., 2005. The changing environment of selling and sales management. Journal
of Personal Selling and Sales Management.25 (2). pp. 105–111.
Kjellsdotter, L. and Jonsson, P., 2014. When should advanced planning and scheduling systems
be used in sales and operations planning?. International Journal of Operations &
Production Management. 34(10). pp.1338 – 1362
Kjellsdotter, L and et.al., 2015. Contingency between S & OP design and planning environment.
International Journal of Physical Distribution & Logistics Management. 45(8). pp.747 -
773
Peterson, R., 2010. Personal selling: an introduction. Wiley.
Scott, G. G., 2007. Effective Selling and Sales Management: How to Sell Successfully and
Create a Top Sales Organization. Iuniverse.
Storbacka, K. and et. al., 2009. The changing role of sales: viewing sales as a strategic, cross‐
functional process. European Journal of Marketing. 43(7/8). pp. 890 – 906
Thomé, A.,Sousa, R and Carmo, R., 2014. Complexity as contingency in sales and operations
planning. Industrial Management & Data Systems. 114(5). pp.678 – 695
Online
Albro, S., 2014. Sales skills. [Online]. Available Through:<http://blog.topohq.com/sales-skills-
18-skills-every-salesperson-master/>. [Accessed on 1st April 2016].
Norwich Bead and Textile Fair. 2016. [Online]. Available
Through:<http://10times.com/norwich-bead-and-textile-fair>. [Accessed on 1st April
2016].

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