Sales Management: Principles, Importance, and Strategies

This document provides an overview of sales management in the context of Marriott hotels. It covers the key principles and importance of sales management, sales structure and its importance in the hospitality industry, the importance of sales-oriented staff, various sales distribution channels, and principles and techniques of selling and building relationships with customers. It also discusses the importance of sales strategies for success in the hospitality industry.

SALES
MANAGEMENT

Table of Contents
INTRODUCTION......................................................................................................................3
TASK 1......................................................................................................................................3
P1 Key principles of sales management and its importance, planning and various reporting
methods...................................................................................................................................3
TASK 2......................................................................................................................................4
P2 Sales structure and its importance in hospitality industry.................................................4
P3 Importance of sales oriented staff.....................................................................................5
P4 Various sales distribution channels...................................................................................7
TASK 3......................................................................................................................................8
P5 Principles and techniques of selling and building relationship with customers................8
TASK 4......................................................................................................................................9
P6 importance of sales strategies............................................................................................9
CONCLUSION........................................................................................................................10
REFERENCES.........................................................................................................................11
Books and journals...............................................................................................................11

INTRODUCTION
Sales management is process of developing sales power, coordinator sales operations
and implementing sales techniques that will help business to constantly maintain its profit
and productivity. Sales management which business used to generate output in form of
revenues, these revenues are utilised by other departments for their functioning. Sales
management act as a backbone for whole form where it sell products by attracting customers
and manage all the functioning related to sales and allied activities. This report is based on
Marriott hotels which is located in US (Byun, 2018). It is American international hotel
industry which is operating in more than 20 Nations, it also cover Asia and Europe with it. It
has more than 1 lakh bedrooms for their customers and hotel in every tourism city. This was
founded by J. Willard Marriott in 1927. This report will show different theories of sales
management which will help business structure generating more revenue. This report will
also include various tools and techniques which are used in selling and establishing good
associations with customers within hotel industry.
TASK 1
P1 Key principles of sales management and its importance, planning and various reporting
methods
Management of sales can be evaluated as a function in which business organisation
will influencing the sales person and sources for generation of revenue in a way to achieve
the mission in appropriate way. In context of Marriott, sales management staff of the hotel
has their main focus on managing the sales executive in suitable way for boosting the sales
and increasing profitability level of firm. There are number of factors of sales management
which are discussed as:
Sales Planning: Sales planning can be determined as a forecasting of upcoming sales
program which firm want to execute to achieve its sales objectives in a given time period. In
context of Marriott hotel, the manager of firm plan for appropriate sales targets which firm
want to achieve within a specified time period. This will help it generate good revenue and
execute proper sales strategy for the products which it wants to launch.
Recruitment of Sales staff: This is the process of hiring talented employees in
organisation where HR department have their main focus on identifying the qualities and
capabilities of new employees and guide them to perform the job with their full quality. In

reference to Marriott hotel, the supervisor of sales will guide these employees and identify
the selling qualities in them to fulfil the objectives of sales department. Knowledgeable sales
persons will be identified from all and used to fill the vacant posts in organisation.
Sales Reporting: Sales reporting in a firm can be defined as a process of identifying the
difference between total revenue and cost implemented by firm for generating that revenue in
hotel. Top level management play more importance in finding the entire performance of sale
group by matching it with standards determined at previous stages which help in increasing
productivity in work of police department (Cuevas, 2018).
Significance of Sales management
 This help firm in launching new products in market as it identify and analyse the
market situation with its research and development. This is easier for firm to open
new product and services in market. Marriott can also use this for opening new
branches and expanding its market share.
 A proper supervision in sales management also helps in decreasing the cost by using
resources in effective way. This will also help you in handling and delivering of
product and services with full efficiency hotels like create will also get benefit of low
cost in operations which will increase customer satisfaction as well as profit of hotel.
 Sales management also develop the form services according to the needs of customers
this will help married hotel attracting more and more customers towards its services.
TASK 2
P2 Sales structure and its importance in hospitality industry
Sales structure can be defined as a process which an organisation follows to execute it
sales operations for generating revenues in a given time period. The structure may be varied
from different organisation as they are based upon the product and services of organisation
which is offered by its customer.
There are four types of structure which organisation can follow for its sales operations
which are Geographical organisation structure, product sales force structure, product market

structure and functional structure all these are related to sales structure which can be used by
firm for selling it product in market (Cusumano, 2020).
Number of benefits of a proper sales structure in organisation which are
mentioned below:
Low cost: a proper sales management structure will help in lowering the cost of
production it use resources effectively in a managed way which will reduce the chance
chances of wastage of resources which will ultimately leads in cost benefits.
Load duplication of efforts: a proper sales structure will help in reducing the
duplication in efforts with customers this is because it organised the buyers in a perfect form
with the according to Territory of firm where there is decline in duplication of efforts because
of specified buyers.
Customer satisfaction: this will also help in customer satisfaction as sales
representatives will understand the needs of customers and will help them in building a strong
relationship with those customers who are frequently buying the product of company and
boost the sales.
Efficiency in selling activity: selling activity is that function which is basic for
survival of organisation and there is hard need to increase its efficiency which is done by
proper structure in sales management (Deeter-Schmelz, 2016).
Marriott hotel can use sales structure for success in their organisation, it will help
them in identification of customer needs of customers and market base structure which is also
known as customer sales force structure where the sales representative define customers
according to their product and then implement proper strategies selling the product to
customers. This can easily control management operation by strategic planning and locating
the product to different market. Manager of Marriott international hotel can develop different
strategies which could be used to identify potential customers and provide them good
services for utilising resources in proper manner and generating revenue from its sales
operation
P3 Importance of sales oriented staff
Sales personnel play important role in organisation as they help in generating more
revenue and profitability which is important for survival.it is the main responsibility of

management to hire that manager which can help firm in effectively management of who are
desire to work in organisation (Viio and Grönroos, 2016). These sales persons help firm in
attracting the customers and making them loyal to organisation where they serve organisation
in a long period of time. Manager of firm have responsibility to list out all these employees in
organisation to work sales person. These all must be dedicated to sales function of
organisation which have to be formed buy them. In context of Marriott hotel, sales manager
of firm is working towards the achievement of objectives of firm and will also recruit the
sales persons which are essential for providing services which are offered by this hotel, they
also help firm in getting fulfilment of marketing needs as marketing is also a functions which
should be performed by the department of sales. As they have to attract customers in context
of selling the product and services which is offered by hotel.
Benefits of having work force which is sales oriented
 This will help in increasing the performance level and sales-oriented staff will focus
on generating revenue and increasing the sale of the firm more and more they are
motivated toward the sales of product which in direct impact on the performance level
increase it (Syam. and Sharma, 2018).
 Revenue from will also up as sales director will only focus on increasing the revenue.
Dear prime focuses to maximize their product hospitality industry. Hear good policies
will help Marriott hotel to be benefited from this motivation of employee in their
performance.
 A well planned sales orientation trend always help in employee retention this is
because proper workforce planning in increasing the revenue from operations of sales
management where the revenue help in fulfilling the requirements of employees
which ultimately feed them and give the motivation to remain with organisation for
long period of time.
 This will also in help married in promotion of their product and increase in market
share as sales oriented employees always promote product and services in market
which help it in acquiring large market share.
 There is one more benefit of sales oriented work force is that it will help managing
good brand image this is because a sales oriented stock always promote the firm
product where there is more chances to increase in revenue firm which will increase

its profitability for long period of time at a profitable firm always have a good brand
value in market.
P4 Various sales distribution channels
A manager has to choose between various distribution channels options which are available
for them in the market so that they can increase profits of the firm by increasing sales
(Sharma, 2016). When Marriot hotels are studied company have successfully adopted four
kinds of distribution channels for its sales. Those are mentioned below:
Manufacturer: in hospitality industry sales distribution channel have an important role to
play. There are a number of products this industry used which a manufacturer creates then
send it to wholesalers from the wholesalers they are forwarded to retailer, a retailer is one
who finally send the goods to the end consumers.Through this distribution channel the
products as well as services are directly sent to end consumer without any middlemen.
Marriot uses this concept of distribution channel for giving services in bulk quantity.
Wholesaler: These channels of distribution are used by Marriott hotels when there is no
contact with and consumer of the company. Wholesaler are basically the stockist who buy
products from a manufacturer in bulk quantity (Jiang and Gu, 2016). Marriot uses this form
of distribution channel with the help of advanced technologies offer a number of new
products from this distribution channel.
Retailer: there are a number of promotion tools and techniques such as advertising, publicity,
promotions and many more adopted by supervisors and managers of Marriot hotels in order
to gain vast range of customers for them. They majorly focus on changing trends and
perceptions of consumers in the market. This is a continuous process in order to satisfy their
customers. Many times, they offer a number of free samples in order to gain new customers
and sustain the old customers for a longer period of time. It is an effective step in building a
brand image for the company. Customers from its competitors can be gained through this
process.
Online: A manager in company is required to be aware of all the new technologies
innovations as well as products or services which are brought in the market. There are many
instances when company uses different online platforms and social media networks in order
to reach their customers. Various segmentation of market strategies also uses latest
technologies which benefit then. The segmentation is including lifestyle, trip planning,

outdoor events and many more. These kind of interactive marketing helps to improve
consumer satisfaction as feedback can be used to improve the services provided in the market
by organisation (Johnson, 2016).
TASK 3
P5 Principles and techniques of selling and building relationship with customers
A number of methods and techniques present in market which helps an organization
in successful selling along with maintaining good relationships with their customers. Some of
such strategies used by Marriot hotels are mentioned below:
Efficient and active: it is required by every organisation to provide a number of efficient
services to their customers in order to work successfully in the industry. In context of Marriot
group of hotels, company pays its major focus on maintaining good relationship with their
customer keeping them happy and satisfied in order to stay in the industry for longer period
of time.
Vast customer range: Hospitality sector requires specially skilled and trained staff so that
they can provide customers with all their requirements and services. Every organisation has
to face problems while providing services to their customers effectively. Efficient staff is
very helpful in attracting customers. When considering Marriot hotels, managers pay major
focus on providing customers with innovative as well as new products introduced in market.
This makes them different from their competitors (Johnston and Marshall 2016).
Transaction plus retailing: It is major objective of business to attain competitive advantage
in the market by providing the customers with better goods as well as services. When taking
Marriot hotel is into consideration Marriot focuses on building its brand and then attracting
its customers.
Strategies: In order to provide optimum quality of services and products to the customers the
managers and supervisors at Marriot group of hotels three pair such a strategy which can
fulfil their objective. They do it by creating good and what the relationships with customers
and satisfying them. It helps companies to build a brand image, stay at the top in competitive
market, increase revenue as well as increase its profits.

TASK 4
P6 importance of sales strategies.
It is important for a marketing supervisor in a hospitality industry to maintain a good
strategy in order to achieve all the objectives and aims related to their sales. They need to
make sure that all the guest that arrives to them are satisfied. They are required to carefully
meet all their needs. It also helps company to gain good position in competitive market.
Strategies at Marriott are prepared in such a way that all these can be achieved by company.
Some of such strategies adopted by company are mentioned below:
Perfect sales pitch: it is required by manager of the company to make sure that employees
are always motivated so that they can reach all the objectives and goals set up for them.
When taking Marriot hotel is into consideration there are a number of benefits provided to its
employees such as accommodation, health benefits, insurance etc.
Be Flexible: as per today’s market scenario it can be identified that lifestyle and changing
taste and preferences of customers have a major impact on every business. This has made it
important for every manager to look after the changing styles in the market continuously in
order to satisfy their customers. A number of issues can be faced by any company during
adopting such new styles and requirements of the customers (Lancaster and Massingham,
2017). In context of Marriot hotels, Manager is majorly focusing-on this strategy to grow
their sales.
Aligned sales and marketing: Major focus by every business organization is paid on bringing
their marketing as well as sales in the same line. Marketing is responsible to increase sales for
a company. Also sales department helps marketing department to provide with a game or
objective. When focusing on Marriott hotels marketing team as well as sales team of the
complete work together to achieve a similar aim and objective.
Customer needs analysis: It is the duty of manager to critically analyses all the requirements
of the customers and fulfil them. The managers at Marriot hotels, focus majorly on the needs
of their customers which are identified as well as unidentified. This helps company to gain
competitive advantage and stay in industry for longer period of time.
Seasonal Pricing: this is majorly effective strategy in hospitality industry. It is adopted by
managers in order to increase their revenues. More attention is paid during holiday seasons in
order to attract more customers. When the Marriot hotel is into consideration price based

okay shoes and seasons are moulded in a way to attract more customers. Various special
services are also provided to customers during this period. Competition is majorly high in
seasonal periods when sales is at its peak.
The above discussion clearly describes the importance of sales strategy for the company.
Major focus by Marriot hotels is given on the strategy of seasonal pricing. This helps them to
take major advantage of the times when there is in hike in hospitality industry. This helps in
attaining loyalty of customers as company offers various packages and benefits to customers
during this period (Monden, 2019). This also helps company to compete successfully against
their competitors in the market.
CONCLUSION
The following report concludes that sales management is an important and
significant role in any organisation specially in hospitality industry. Through This an
organisation is capable of achieving all the goals and objectives in this predetermined time
period. The importance of sales management in coordinating with every salesperson have
been discussed in this report. Training and development of every member in sales team of an
organisation is an important part in any organisation. There are a number of sales structures
that which helps in improving sales as well as helps company to increase their profitability.
Marriott aims at achieving competitive advantage in the market building a brand image that
any other company in their industry. The firm focus on goodwill and good reputation of their
firm in the market. They provide with a number of services like accommodation, food and
beverages, pukka seats and many more to provide maximum satisfaction to the customer.
There are a number of steps taken by the organisation in order to gain loyalty from their
customers so that they can sustain in this market for a longer period of time. This report
makes it clear that managers at Marriott hotels are aiming at providing customer satisfaction
and also wish to achieve employee’s satisfaction in order to increase retention rate of
employees. This will help company to attain their sales target resulting in increased profits
for the company.

REFERENCES
Books and journals
Byun, D. H., 2018. Development of a Sales Support Application Based on E-Business
Cards. The Journal of the Korea Contents Association. 18(5). pp.464-471.
Cuevas, J.M., 2018. The transformation of professional selling: Implications for leading the
modern sales organization. Industrial Marketing Management. 69. pp.198-208.
Cusumano, M. A., 2020. The Japanese automobile industry: Technology and management at
Nissan and Toyota. Brill.
Deeter-Schmelz, D. R., 2016. Personal selling and sales management abstracts. Journal of
Personal Selling & Sales Management. 36(2). pp.206-220.
Jiang, W. and Gu, Q., 2016. How abusive supervision and abusive supervisory climate
influence salesperson creativity and sales team effectiveness in China. Management
Decision.
Johnson, J. S., 2016. Improving online panel data usage in sales research. Journal of Personal
Selling & Sales Management. 36(1). pp.74-85.
Johnston, M. W. and Marshall, G. W., 2016. Sales force management: Leadership,
innovation, technology. Routledge.
Lancaster, G. and Massingham, L., 2017. Sales management. In Essentials of Marketing
Management (pp. 233-259). Routledge.
Monden, Y., 2019. Toyota management system: Linking the seven key functional areas.
Routledge.
Sharma, A., 2016. What personal selling and sales management recommendations from
developed markets are relevant in emerging markets? Journal of Personal Selling &
Sales Management. 36(2). pp.89-104.
Syam, N. and Sharma, A., 2018. Waiting for a sales renaissance in the fourth industrial
revolution: Machine learning and artificial intelligence in sales research and
practice. Industrial Marketing Management. 69. pp.135-146.
Viio, P. and Grönroos, C., 2016. How buyer–seller relationship orientation affects adaptation
of sales processes to the buying process. Industrial Marketing Management.52.
pp.37-46.