Sales Management Principles and Strategies for Thomas Cook

This report focuses on the key principles of sales management, different sales structures, the importance of sales-oriented staff, and sales strategies for profitability in the context of Thomas Cook. It also provides expert guidance on building and managing guest relationships. The report includes an evaluation of the principles and techniques for successful selling, as well as recommendations for improving sales structure and approach to enhance financial stability.

Management

Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Key principles of sales management with their evaluation....................................................3
Different types of sales structure using specific hospitality examples and their benefits......5
Importance of having sales orientated staff and different distribution channel.....................6
Key principles and techniques for successful selling and their contribution to Brief and
Guidance building and managing guest relationships............................................................7
CONCLUSION................................................................................................................................8
TASK 2............................................................................................................................................8
Introduction............................................................................................................................8
Importance of developing sales strategies that yield profitability and incorporate account
management with sales structure............................................................................................8
Evaluation of core finance principle and successful portfolio management that lead to increase
profitability and competitive edge........................................................................................10
Recommendation for sales structure and approach to improve financial stability...............11
Conclusion............................................................................................................................12
REFERENCES..............................................................................................................................12

INTRODUCTION
Sales management is the process for developing an effective sales force, generating better
coordination among sales operations and to implement sale techniques for triumph sales target of
company. In an organisation, there are various departments perform their role for manufacturing
an effective product or service so sales management process is developed for ensuring that the
sales target of organisation are achieved in decided time period (Agnihotri and et. al., 2016). This
report is based from perspective of Thomas Cook group that is a British global travel group. It is
well-known for tourism service among all over the world and the headquarter of Thomas cook is
situated in London, United Kingdom. Moreover, this report highlights on principle of sales
management and the implement of different types of sales structure related with specific
hospitality example. Importance of having sales oriented staff and various sales distribution
channels will also include in this report.
TASK 1
Key principles of sales management with their evaluation
Sales management refers to the coordination as well as control of individuals and resources
that are required by the organisation for performing their work in an effective and efficient
manner. In context of Thomas cook the goals of sale organisation is to enhance sale volume and
profits for organisation. Some principles that are implemented by sales management are mention
as follow:
 To become goal oriented- The main function of sale manager is to formulate goals and
constantly focus on team efforts to achieve organisation goals and objectives. It is usually
depend on objective information that make entitled better opinion for completing all work
towards accomplish of company goals. This is also identified by management of Thomas

cook that all information must be gather through analysing fact and performance statistic
to complete all work with use of proper information.
 Manage on objective information- When the sales force feel contempt under their sales
manager it is because sale manager manage their work according to their opinion. But in
context of Thomas cook sales management and its employees focus on completing their
task with the objective information because it leads organisation to perform all work in an
effective manner (Cuevas, 2018). Training, discipline and coaching are the key aspects
that are used for completing all task according to provided information. It refers there are
various task performed by management and all of them are improved by organisation to
complete work in an accurate manner.
 Communicate direct towards the point- Thomas cook focus that when sales people are
offering coaching and training then they interact directly towards straight forward (Deac,
Dobrin and Gîrneață, 2016). The main motive to interact with individuals is to reduce
complexity and confusion so individuals understand proper meaning related with
products. It results all task which are performed directly deal with consumers. So better
and effective benefits are accomplish by management is to concise buyer about product
for generating their interest in buying of service.
 Lead by example- With providing positive example about the product to individuals it is
identified by management that better and effective results are gained by organisation.
This determines organisation need to develop policy which demonstrate positive example
for company. Thomas cook sales manager follow strict policies because it helps them to
complete all work according to decided steps. So it results sales and profits both are
increased for organisation by satisfying individual needs and wants.
Evaluation of principle towards response to organisation behaviour and consumer
According to the present market conditions it is monitored that regular interaction is
required by sales management with customers and organisation behaviour. This refers there are
various task is performed by management with support of principle but all of them are different
from each other. Along with this each principle also respond differently for consumer and
organisational behaviour. First principle of goal oriented is beneficial for organisation because it
aids Thomas cook to achieve their goals in minimum time period. Along with another principle
management by objective information with business that leads to provide services according to

customer requirement. So Thomas cook manage and utilise sales management principle for
satisfying customer’s needs in an organised manner (Evans, Stonehouse and Campbell, 2012).
Different types of sales structure using specific hospitality examples and their benefits
This is the responsibility of top authorities engage in Thomas Cook to perform all work
according to appropriate sale team structure. There are various task performed by management
that leads for developing business and culture with help of right sales management tools. Some
sales structure that is implemented by organisation is mention as below:
Sales structure- The island model
According to the island model of sale structure organisation leads to perform all work
with traditional approach which is formulated according to sell or die environment. This also
relates with sales representative in which it is essential for generating responsible sales by
completing work according to process of sale step. Example- Thomas cook sale management
make calls to prospect to perform business in order to get close through managing each business
on one-on-one basis.
The assembly line sales structure
The history of assembly line sale structure generate the industrial revolution and after that
it formulate Ford’s famous model T. that is specialise with labour force and it is also increasing
the production process for generating maximum efficiency. Moreover, it is also used by
organisation to generate materials that cultivates individuals for performing each task according
to sales cycle (Goebel, Deeter-Schmelz and Kennedy, 2013). Example- Thomas cook and
Marriott hotel are also enhancing the sale of their services with implementing assembly line sale
line structure because it help individuals to generate team as well as Sales development
representative that helps to make effective decision process.
Benefits of sales structure
The first benefit of implementing Island sale structure it is easy for management to
manage and monitor oversight on business with perspective of one to one basis. This results all
functions and operations are performed by management that is leading business to complete their
task in an accurate manner as all task are managed through monitoring work on regular basis.
The another benefit which is obtained by management with Island sale structure is to generate
simple sale process that is to make one or two call for closing organisational product.

Benefit from assembly line sale structure aids management to generate better predication
about business process which is leading organisation to perform all work in an accurate manner
by using information (Havaldar and Cavale, 2017). Further, according to the present market
conditions there are various problem and challenge faced by management so by sale of each
product according to decided steps problem related with accomplish sales target are achieve in an
accurate manner.
Importance of having sales orientated staff and different distribution channel
The ideal business demonstrates that there must be a balance between sales and marketing
team but it is not possible. This is because market conditions are too dynamic so Thomas cook
management face complexity to modify strategy in each short time period. Therefore, sometime
sale oriented staff is more effective for accomplishing organisational target in decided time span.
Some importance of sales oriented staff is mention as below:
 Business growth- Sales person communicate directly with the potential customer and
they utilise personal knowledge that aids individuals for delivering and stratifying
customer’s need in an appropriate manner. This is also used for attracting customers
through providing credibility to business.
 Tap into new and existing market- This is an essential factor which is essential for
generating large customer base by entering into market with more efficiency (Hitomi,
2017). It also refers that Thomas cook is providing their services among all market so by
formulating strategy according to overall market management adopt large customer in
existing as well as new market.
Different channel distribution
The term distribution channel describes different methods, platform and ways that are
used to make booking in a hotel. The distribution channel for hospitality industry is hotel’s
booking engine, phone reservation and online booking methods. In the context of Thomas cook
distribution online and agent are most specific methods which are used for hotel booking. Some
methods for managing organisation channel is mention as follow:
Branding on social media
Social media is a crowded platform so Thomas cook utilise effective branding technique
that is used by management for demonstrating company brand with unique and creative
approach.

Home Website
By pleasing visual with the help of clean and transparent website it is easy to provide and
offer better guest experience that encourage visitor to make booking in organisation (Homburg,
Schäfer and Schneider, 2012). Along with this it is also identified by management that with
positive customer feedback more customers are attracted through reviewing them on constant
basis.
Key principles and techniques for successful selling and their contribution to Brief and Guidance
building and managing guest relationships
Hospitality industry is enhancing their business size with rapid speed that is leading
business to commercialise all services. So to deal with an intense competitive market
organisation is focused to involve and retain customers in organisation and it also enhances
revenue for Thomas cook by increasing sale of their services. Some of the effective sale
technique that are used for selling products and to maintain guest relationship.
 Get better at listening- Most of the sales individual make mistake of excess talking with
prospect or customers (Horak and Nihalani, 2016). So to increase sale the first positive
aspect for organisation is to develop better listening skill it results that all individuals
talk about products but Thomas cook sale representative listen customer requirements
and then define benefits of their service according to customer requirement. Moreover,
by making two way interaction organisation is also able to formulate better relationship
with customers. Example- Customer’s need are fulfilled by listening there requirements
and then Thomas cook make arrangements for providing service as per customer desire.
 To add more value- With adding more value in the organisation products it is easy to
satisfy all needs of individuals. In the present scenario, Thomas cook is focused to offer
their services that are more effective and leads company to sell them by matching
company services with current market trends (Johnson, 2015). Example- In present
scenario, tourism industry is performing their business with international approach. So
it is used by management to work with involving wow factor through which customers
feel more satisfied through providing right value products.
 Know and aware about subject- One of the most important aspect that is related with
business leads to generate better results if the sale person is aware about the subject.
From the perspective of Thomas cook supervisor provide better training to all

individuals which is leading employees for satisfying individual need and wants. Along
with this it is also identified that through interacting with industry professional.
Example- With generating better relationship between individuals and leaders it is easy
to share or transfer all information. The main motive to enhance knowledge about
subject is to develop positive and better relations with individuals. So all individuals
generate better results for organisation.
CONCLUSION
With the all above mention information it is concluded that sales management play an
important role in the organisation for accomplishing sale target decided by top management.
There are various principles related with sales management along with their evaluation is
included to understand their response towards consumer and organisation behaviour. Moreover,
with analysis of benefit related with sales structure organisation is able to gain better position in
hospitality. In the last, key principle and techniques for developing better relations with guest or
visitor is included in this report.
TASK 2
Introduction
Sales management interact with other departments of the organisation also and all of them
work towards accomplishment of organisational goals and objectives (Laudon and Laudon,
2016). This report is focus to understand the importance of developing strategies that generate
more profitability for business. In the last, formulation of sales strategies with high profitability
and finance principle to enhance profitability is focused in upcoming report along with
discussing recommendations for sales structure.
Importance of developing sales strategies that yield profitability and incorporate account
management with sales structure
With the adopt and implement of existing sales structure an organisation is able to attain
huge profitability that works as positive aspect for each business. With the increase in the sale
structure for organisation it is also easy for management to use all technique in an appropriate
manner because this lead organisation to attract buyers and satisfying individual need by
managing strategy that work according to existing trend. Moreover, there are various sales
strategy is implemented by management to accomplish more benefits by utilising right sales

structure. Some sales strategy that is implemented by management to manage business is
mention as follow:
 Hotel group sales strategy- This strategy is required by the organisation for completing
all task with normal marketing and sales methods (Malek, Sarin and Jaworski, 2018).
Thomas cook also implement hotel group sales strategy in local market because it leads
management to work with both methods. Along with this Thomas cook local strategy is
also cost effective so it helps management to increase profits by selling products at low
cost. Moreover, it is also important for marketplace work with target audience. In order
to related hotel group sale strategy with the sale structure organisation focuses to transfer
all information with the help of encouraging individuals to match between both
perspective.
 Direct sales strategy- With the implement of direct sale strategy it is easy for
organisation to check that direct booking leads Thomas cook to stay more number of
guest. Moreover, sales management team of respective organisation is focused to
implement direct booking methods because it helps to generate more revenue. Social and
digital media strategy is implemented by Thomas cook that leads organisation to earn
more profits (Miao and Evans, 2012). As it is a cost effective strategy and also leads
management is able to attract more crowd by making creative sales strategy that gain
attention of active social user. In context of sales structure direct sale strategy lead
individual to work with online booking system.
 Destination marketing sales strategy- This type of sale strategy attract individuals by
engaging different operators in the business. Thomas cook is performing their business at
different locations. So to compete with the local organisation management engage
tourism operator specifically small company in their operations. This results more
number of customers engage in the consumption of services which increases profits for
organisation. Destination marketing campaign is the technique that also leads sales
management team to work as per decided sales structure. Inbound tourism market also
generate more sales for organisation by adopting destination sales strategy.

Evaluation of core finance principle and successful portfolio management that lead to increase
profitability and competitive edge
With a particular sale structure that is undertaken by management is to perform all business
in an effective manner through managing business as per geography and territory structure. This
is also used by management for enhancing performance of organisation. This is also used by
management for increasing its product value. The range relates with company structure as it also
increase revenue which boost company profits (Razmochaeva, Klionskiy and Chernokulsky,
2018). There are various subscription relates that make more areas to work with right principle.
This also generates individuals to make better frames as it is used for framing and considering
various species.
The management of Thomas cook is focused to implement primal sales financial principle
which is making better consideration according to organisation structure. Finance play an
important role which successful makes right advantage as it result to generate right territory as it
is managing business to work with right chances (Reid and et. al., 2017). This critical analyse
make management to work with right techniques and efforts as it make consideration of work to
obtain market area. Example- Thomas cook is performing their work by providing special
service to customers.
It is basic that a business system is resolved which could boost the productivity of the
organization in its new scope of administrations. Consequently, inside the Topography
Authoritative Structure, the business methodology would be Online Deals Technique. The
equivalent would be a basic component of corporate bookkeeping relates with Thomas cook and
could be utilized adequately by to complete work in a profitability way.
The equivalent would be channelised through Online networking, where advertising efforts
on entries like Facebook, Twitter and Instagram would be created for an enormous scope. The
substance of these battles would make a mindfulness above all else, about the company\'s CSR
works on, mirroring the prepared zones that are identified with creation of formulating
competitive edge in market. Besides, all the conceivable medical advantages, the value run and
convincing recordings would likewise be exposed to make an intrigue to the market and improve
the deals.
It is profoundly significant that organizations enjoy a business structure which could
improve budgetary reasonability and guarantee vital bit of leeway over contenders. Concerning it

is used by organisation to make competitive edge in market. the geographic hierarchical structure
is extremely urgent for the item as first, it is a significant fitting structure for focusing on people
that dwell around prepared soil (Sharma, 2016). In addition, this likewise partitions the market
into areas, which sets aside cash specifically for showcasing and advancement and guarantee
viable channel for earning more profits with selected item in a suitable way. Thusly, it is
suggested that this procedure would lead Thomas cook to upgrade the money related feasibility
through increasing vital progressions over number of contenders.
Recommendation for sales structure and approach to improve financial stability
According to the existing market conditions there are different recommendation related with
business that is leading organisation to gain better position in market. This also refers
management of Thomas cook expand their work by analysing and introducing different needs for
organisation. Therefore, it is recommend to organisation to implement sale structure such as The
island structure is implemented by management than organisation also need to develop strategy
by using the principle of goal oriented. This result all task leads organisation to achieve better
position in market (Smith and Zook, 2012). The another recommendation relates with assembly
line structure as this structure perform all task with sequential aspect. But the service and product
industry both are different from each other. So structure used by organisation work with different
methods as it is leading management in developing structure related with product and service.
From the perspective of Thomas cook it is a service sector industry and it leads management to
expand its size with performing work according to service based structure. Therefore, another
recommendation is to engage individuals among all operations and functions that is leading
management for accomplishing better position in market. Customer relationship management is a
method that is more effective for organisation. This both methods is leading individuals to
undertake aspects of right sales structure that is enhancing financial stability for organisation.
Income the executives deals procedure is implemented by Thomas cook to enhance profits that
make better kind of deals procedure plans to boost the quantity of rooms booked anytime in the
year, paying little mind to the normal travel traffic at that specific point in time (Syam and
Sharma, 2018). Ordinarily, an income the executives plan requires lodging administrators to drop
room rates during the low season so as to energize appointments, while raising rates during high
traffic times. During these minutes, visitors will pay higher rates to get a room, so it's
advantageous raising rates to produce more income per accessible room.

Conclusion
With the all above report it is identified by management that is used for developing
effective sales strategies as it is used in making high profits as it is used to perform work with
right sales structure. Along with this there are various core finance principle is implemented by
management to manage successful portfolio for developing competitive edge in market. In the
last, recommendation for sales structure to improve financial viability is used to evaluate better
position in market.
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