Sales Management: Principles, Structures, and Selling Through Others

This document discusses the key principles of sales management, benefits of sales structures, and the importance of selling through others. It also covers sales planning methods and the advantages of selling through retailers.

SALES MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
P1 key principles of sales management .................................................................................1
lP2 Benefits of sales structures and how they are organized using specific organizational
examples.................................................................................................................................4
lP3 Importance and the advantages of the concept of ‘selling through' others......................5
lP4 key principles and techniques for successful selling .....................................................6
lP5 Importance of developing sales strategies ......................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

·INTRODUCTION
Sales management is the process of developing a sales force, coordinating sales
operations, and implementing sales techniques that allow a business to consistently hit, and even
surpass, its sales targets. 3 UK is a British telecommunications and internet service provider
operating as a subsidiary of CK Hutchison Holdings. This report is based on the scenario of 3
UK company, working as a sales manager the director of the company has asked to make a
report on the important area which is mention below1.
This report highlights the principle of the sales management in the organization. After
that the report goes on to explain the importance and advantage of the sales structure and the
way through which sales structure can be applied in the organization. After that the report
highlight the advantages of the concept of ‘selling through' others. After that the report goes on
to explain the Principle and Technique of selling the product of the company in the market. In
the end the report highlights the importance of selling strategy which help in improving the
productivity and incorporating the accounts in sales structure.
·MAIN BODY
·P1 key principles of sales management
There are in total 16 principle of sales management which looks at every aspect related to
the sales in the organization whether sales planning, method of selling and sale reporting. !6
principle of sales management are as follow:
Manage your people: Manager in the organization has to make sure that they used to
give proper appreciation to all the employee in the group environment. Also, manager has to
make sure that manager is criticizing employee at the time of the training and providing
coaching on the basis one on one.
Lead by example: It is the another principle in which the sales manager in the
organization has to make sure that he guides all the sales person in the organization. It will help
the Three UK in bring a sort of the respect in workplace2. This will also improve the decision-
making related to sales.
1 3 UK overview. 2019 [ONLINE]. Available through <http://www.three.co.uk/>.
2 Ingram, T. N. And et.al., 2015. Sales management: Analysis and decision making.
Routledge.
1

Instill discipline in organization: Three UK has to make sure that they bring the quality
of the discipline in the organization it will generally help the organization in structuring all sort
of the sales function in the organization. On the basis of the principle of discipline sales plan can
be made in the organization.
Follow rule of sales management: Three UK has to make sure that they are treating the
consumer in a way they desire to be treated. Employee of Three UK has to make sure that they
treat all the consumer with the respect they used to desire.
Manage on objective information: Manager has to make sure that they used to take all
the sales decision in the organization on the basis of the objective information rather then their
opinion. As it may happen that the opinion of manager is not accepted by all the employee.
Using objective information will also help the company in bringing a sort of the trust and respect
in the organization.
Be goal oriented: Three UK sales manager has to make sure that all the sales person in
the organization used to perform their activity with keeping the goal in their mind. Sales
manager of Three UK has to make sure that they establish goal and try to insist other salesperson
to achieve the same. Organization has to make sure that all the sales strategy are developed on
basis of this goal. This will eventually help the sales manager at the time of sales planning in the
organization as it will pass on the
Get on floor: Sales manger in Three UK has to make sure that they are on the floor and
listening to the salesperson presentation and suggestion. This suggestion can be used by the
company at the time of making sales plan3.
Direct and on to the point: Sales manager or the sales department head at Three UK has
to make sure that When giving your salespeople coaching or training, it’s essential to be
straightforward.
Catch them doing something right: It is very important for Three UK management to
provide the feedback to all the salespeople in the organization as the biggest reason behind
salesperson leaving the job is that they feel unsuccessful. Positive feedback is 10 time effective
as compare to negative feedback.
3 Malek, S. L., Sarin, S. and Jaworski, B. J., 2018. Sales management control systems:
review, synthesis, and directions for future exploration. Journal of Personal Selling & Sales
Management. 38(1). pp.30-55.
2

Don't settle for status quo: Sales manager in UK three has to make sure that sales
person always can improve from their past performance as almost all the employee used to work
for maintaining the performance level in the organization.
Know your people well enough to motivate them individually: Sales manager has to
make sure that they are having idea about need and requirement of all the employee so that on
the basis of same manager can motivate them.
BE Firm but fair: Sales manager in Three UK has to make sure that they used to treat
all the employee in the equal and fair way in the organization4.
Give them Quality time: Sales person has to make sure that they used to delegate some
duties to the salesperson in the organization.
Business is business: Sales person has to make sure that the manager is avoiding the
personnel relationship with the staff and just keeping professional relationship with them.
Let them known the expectation: Salesperson in the organization should have the
proper idea about the expectation of the company from them. So that on the basis of same they
can perform activity in the organization.
Make it fun: Make your store an enjoyable place to work. You want your people to get
up in the morning wanting to come to work and reach their performance targets and goals 5.
Method sales planning
There are many methods which are used in the process of the sales planning. Some of them are
as follows:
Sales forecasting: It is the process in which the organization used to estimate the future
sales of the company. On the basis of the same company used to make different decision
regarding manufacturing of product in the organization6.
4 Cummins, S., Peltier, J. W. and Dixon, A., 2016. Omni-channel research framework in
the context of personal selling and sales management: A review and research
extensions. Journal of Research in Interactive Marketing. 10(1). pp.2-16.
5 Principle of sales management. 2015 .[ONLINE]. Available
through<https://www.jckonline.com/magazine-article/principles-of-sales-management-part-1/>
6 Jobber, D., Lancaster, G. and Le Meunier-FitzHugh, K., 2019. Selling and sales
management. Pearson UK.
3

Demand management: it is the planning tool which is used to uncertain the demand of
the company product in the market. On the basis of the demand of the product in the market,
organization used to plan the different sales activity to fulfill the same.
Sales reporting
Different type of sales reporting method are as follows:
Promotional sales report: This report used to measure the different type of the
promotional efforts which are made in the organization7.
Coupon sales report: This sales report used to include all type of sales which has been
made with the help of the coupon.
Common sales report: This sales report used to include all the sale which has been done
without any discount or coupon.
l壱P2 Benefits of sales structures and how they are organised using specific organisational
examples
Their are many Advantages which are brought by the sales Structure to the organization.
Some of the Advantages are as follows:
Clarity of the Responsibility: Sales structure help the organization in passing on the
clear message to all the employee in the organization. As Sales structure help the organization in
giving the different responsibility to the different employee in the organization about the
different product lines and the market (Malek, Sarin and Jaworski, 2018). This help the
organization in building good working environment as all the employee in the organization is
having the proper idea about the activity which need to be performed in the organization.
Good flow of communication and coordination: It is another advantage which is
brought by the sales structure to the organization as sales structure used to define the position of
all the salesperson in Three UK it help the organization in bringing the good flow of the
communication and coordination in the organization as all the salesperson are having the idea
about where they have to report at the time of the query or any issue.
Increase efficiency: It is one of the biggest benefit which is brought by the sales
structure to the organization as with the help of the proper sales structure it generally gets easier
7 Malininas, S and et.al., 2017. Sales management in range of supply and storadge of
UAB «ZEELANDIA». Journal of Management. 31(2). pp.97-104.
4

for the organization to increase the efficiency in the organization. As it is easy for the
organization in find out the element which is causing the problem in the sales process of the
company. On the basis of the problem organization can take the corrective action in the
organization 8.
Organization of Sales Structure
There are four different way through which the sales structure of the organization can be
organized in the organization. Different organization uses the different way to organize the sales
structure in the organization.
Geography based sales: It is the type of the sales structure in which salesperson are
given the opportunity to understand the market in which organization is intending to sale the
product. After knowing the market salesperson uses the different approach. For Example:
Lakme, Vodafone uses the same sales strategy in the organization.
Product based sales: It is the type of the sales structure in which salesperson in the
organization used to develop good amount of the knowledge of the organizational product and
on the basis of that different approaches are used by organization. For example: Siemens
Healthiness, Cardinal Health are the company uses this sales structure.
Client based Approach: This is the type of the sales structure which is designed on the
basis of the client or can be said the consumer of the organization.9
l壱P3 Importance and the advantages of the concept of ‘selling through' others.
Selling through other is the procedure in which the maximum amount of the product of
the company is sold with the help of the retailer after being shipped by its supplier. A sell
through occur when the company sell the product to the retailer and the consumer used to buy
the product from the retailer. Their are many benefit and the importance which is brought by
selling through other concept. .
Importance
8 Nagle, T. T. and Müller, G., 2017. The strategy and tactics of pricing: A guide to
growing more profitably. Routledge.
9 Isselmann DiSantis, K. and et.al., 2017. Sensitizing black adult and youth consumers to
targeted food marketing tactics in their environments. International journal of
environmental research and public health. 14(11). p.1316.
5

It is very important for all the organization in the competitive era to chose a concept of
selling through other in the organization as it will help the company in being competitive in the
Market as all the competitor takes the help of the retailer to sell the product of the company in
the market. For Example: Lake me one of the most renowned company in the cosmetic sector
used to sell the product of the company at their store but as the competitor of the company used
to sell the product of the company with the help of the retailer also they have also started to sell
the product of the company with the help of the retailer also in the market (Jobber, Lancaster
and Le Meunier-FitzHugh, 2019). Another importance which is brought by the Selling through
other concept is that it help the organization in improving the customer satisfaction as consumer
generally used to get the relevant location to buy the product and also it helps the consumer in
getting the place where they can have a query of the same. Another importance which are
brought by Selling through other concept is that it improves the relation of the company in the
market as retailer are one of the important part of the the supply chain in real.
Advantages
Wide Customer Base: The biggest advantage of selling through other is that it increases
the customer base for the organization as retailer has build up a variety of the market with the
help of their connection and all of them are having the idea how to reach them all. Also as it is
not possible for Three UK to open the stores every where to sell the product of the company
retailer help them to reach the customer which they are intending to reach ultimately.
Distribution Channel: This concept will help Three UK to improve the distribution
channel of the organization as with the help of this concept organization is able to enter the
market which at some point of time becoming a challenge for the organization to enter in the
past10. As if you are using selling through other concept than Three UK can sell the product in
that market also without even not having any sort of the physical presence in that market.
Market Information: Using Selling through other not only help the company in selling
the product to customer but also help company in getting the information of the market .As
retailer in the market used to be in touch with the customer on the regular basis they are having
the proper idea about the need and requirement of the customer in the market. On the basis of
10 Chishti, Z., Afiniti Europe Technologies Ltd, 2017. Techniques for benchmarking
pairing strategies in a contact center system. U.S. Patent 9,712,676.
6

the information which is provided by the retailer Three UK can develop the product accordingly
to satisfy the need of the customer.
Cost saving: This concept also help the company in saving the cost of the company as
organization has to open less number of own store in the nation.
l壱P4 key principles and techniques for successful selling
Principle of selling
Those who listen, win: This principle specify that for selling the product of the company
salesperson has to make sure that they are listing all the query of the customer in the market as it
is the myth about the selling that the person who listen the query of the customer and try to find
out the solution of the same is the one who used to sell the product of the company in the
market. This principle will also help three UK in building the bond between the customer as
customer feel that their problem is heard by the organization.
Selling is all about relationships: It is the second principle which specify that selling
the product is all related to building a relationship with the customer in the market. As it is the
myth that the customer will only purchase the product of the company if they trust company,
respect company and like the company and all of this only can happen by building a
relationship11.
The sale is not about your product, but their problem: This principle explain that
salesperson has to make sure that all the employee used to understand the problem which is
faced by the customer and on the basis of that employee need to find out the best solution with
the help of the company product. As it will give the message to consumer that the company is
concern about them.
Price and value go hand in hand: All the sales person has to make sure that the product
which is offered by the comp-any is offered at a reasonable rate to the consumer in the market
but also has to make sure that they does not comprise at the quality side of the product. As all the
consumer look for the product who is good at quality side and also offer value.
11 Thaichon, P and et.al., 2018. Hybrid sales structures in the age of e-commerce. Journal
of Personal Selling & Sales Management. 38(3). pp.277-302.
7

There is no sale unless you can close it: This principle specify that the salesperson has
to keep in mind that their was no sales on the person unless he has approached the consumer
(Isselmann DiSantis and et.al., 2017).
Technique of selling
Features and benefit: Every sales person has to make sure that they used to promote the
benefit and feature of the product to the consumer in such a way that the consumer feel that the
deal of the product is very good for the consumer. As every consumer always look for the
product which is of profit.
Needs and Solution: All the sales men at Three UK has to make sure that they promote
the product of the organization to the consumer after going through the need of the customer and
on the basis of explaining the product as the solution of the need.
Social Selling: Three UK has to make sure that they use social media as one of the
important technique to sell the product of the company in the market as it is the platform which
used to see the large number of the customer in the market (Agnihotri and et.al., 2016).
CRM: customer relationship management is the software which is used by all the
organization to maintain good relationship with the customer of the organization by streamlining
different process, so that sales and customer relation can be improved. 3 UK also uses this
technique as one of the main technique in the sales process of the company. 3 UK uses
operational CRM as a CRM to maintain the relationship with the customer in the organization.
This CRM used to help 3 UK in touching sales automation, marketing automation and service
automation.
l壱P5 Importance of developing sales strategies
Sales strategies is the approach to selling that allow an organization sales force to
position the company and its product(s) to target customers in a meaningful, differentiated way.
Most strategies involve a detailed plan of best practices and processes set out by management 12.
Sales strategies used to provide the variety of the benefit for the organization. Some benefit are
as follow:
12 Agnihotri, R and et.al., 2016. The Sales Center: A Structure Addressing Multiple
Dynamics Facing Business Education. Journal of the Academy of Business Education,
17.
8

Sales strategy help the organization in addressing the need of the customer at every
stage of the operation. As there is huge difference in understanding the new customer and old
customer as the need of both of them used to differ from each other. Sales strategy will help
three UK in understanding both stage customer very effectively in the organization. As customer
are the key factor for all the organization it will eventually help in increasing the profitability for
the organization. Sales strategy will provide the organization with the different basics on the
basis of which sales person in the organization can plan the different activity to understand the
different need of the current as well as the previous customer of the organization.
Human resource management: It is the another benefit which is brought by the sales
strategy to the organization as sales strategy help the organization in managing the Human
resource very effectively in the organization. As sales strategy used to define the goal and target
which need to be achieved by the organization and the way through which it can be achieved in
the organization. Sales strategy help the organization in having the knowledge about the way
through which the sales target can be achieved by the organization. On the basis of the
information which has been derived with the help of the sales strategy the organization try to
find out the best available talent from the market. This eventually help the company in building
good human resource in the organization. Also organization try to provide the training to the old
employee to build the skills in them to carry out the operation of the business. (Braun, 2016).
Efficiency of work: Sales strategies used to improve the level of the efficiency in Three
UK as sales strategy used to show the path way through which the employee in the organization
can achieve the objective of the organization. This eventually means that it generally takes the
less amount of time for the employee to complete the task in the organization as all the employee
in the organization clear about the different activity which has to be performed by them in
achieving the goal of the business13.
Account management: As sales strategy used to define the budget which is provided for
the department to complete the task and on the basis of which all the function in the organization
is helped the organization in managing the accounts very successfully in the organization. As 3
UK can take the information of the sales strategy as the basis to manage the different account in
the organization.
13 Cole, T., 2017. Selling the Holocaust: From Auschwitz to Schindler; how history is
bought, packaged and sold. Routledge.
9

·CONCLUSION
After going through the above report it has been summarized that there are 16 key
principle of the sales management in total. After that the report summarized that sales structure
and selling through other concept used to bring the variety of the benefit for the organization as
it improves the efficiency and also increases the market area coverage of the organization. After
that the report goes on to summarized that there are many selling principle and the technique
which can be used by the organization to improve the level of the customer satisfactions and the
organization performance. In the end the report summarized the different benefit of sales
strategies for the organization.
10

·REFERENCES
Books and Journal
Ingram, T. N. And et.al., 2015. Sales management: Analysis and decision making. Routledge.
Malek, S. L., Sarin, S. and Jaworski, B. J., 2018. Sales management control systems: review,
synthesis, and directions for future exploration. Journal of Personal Selling & Sales
Management. 38(1). pp.30-55.
Cummins, S., Peltier, J. W. and Dixon, A., 2016. Omni-channel research framework in the
context of personal selling and sales management: A review and research extensions.
Journal of Research in Interactive Marketing. 10(1). pp.2-16.
Jobber, D., Lancaster, G. and Le Meunier-FitzHugh, K., 2019. Selling and sales management.
Pearson UK.
Malininas, S and et.al., 2017. Sales management in range of supply and storadge of UAB
«ZEELANDIA». Journal of Management. 31(2). pp.97-104.
Nagle, T. T. and Müller, G., 2017. The strategy and tactics of pricing: A guide to growing more
profitably. Routledge.
Isselmann DiSantis, K. and et.al., 2017. Sensitizing black adult and youth consumers to targeted
food marketing tactics in their environments. International journal of environmental
research and public health. 14(11). p.1316.
Chishti, Z., Afiniti Europe Technologies Ltd, 2017. Techniques for benchmarking pairing
strategies in a contact center system. U.S. Patent 9,712,676.
Thaichon, P and et.al., 2018. Hybrid sales structures in the age of e-commerce. Journal of
Personal Selling & Sales Management. 38(3). pp.277-302.
Agnihotri, R and et.al., 2016. The Sales Center: A Structure Addressing Multiple Dynamics
Facing Business Education. Journal of the Academy of Business Education, 17.
Braun, V., 2016. Selling the “perfect” vulva. In Cosmetic Surgery (pp. 149-166). Routledge.
Cole, T., 2017. Selling the Holocaust: From Auschwitz to Schindler; how history is bought,
packaged and sold. Routledge.
Online
Principle of sales management. 2015 .[ONLINE]. Available
through<https://www.jckonline.com/magazine-article/principles-of-sales-management-part-1/>
·3 UK overview. 2019 [ONLINE]. Available through <http://www.three.co.uk/>.
11