Sales Management: Principles, Benefits, Techniques, and Strategies

This document provides an overview of sales management in the hospitality industry, focusing on the key principles, benefits, techniques, and strategies. It discusses the importance of sales structures, sales-oriented staff, and sales distribution channels. It also explores the key principles and techniques for successful selling and the significance of sales strategy in higher profitability and incorporating account management.

SALES MANAGEMENT
TABLE OF CONTENT

INTRODUCTION.......................................................................................................................................3
LO 1............................................................................................................................................................3
P1 Key principles of sales management..................................................................................................3
LO 2............................................................................................................................................................4
P 2 Benefits of sales structures................................................................................................................4
P 3 Importance of having sales orientated staff.......................................................................................5
P 4 Sales distribution channels................................................................................................................6
LO 3.............................................................................................................................................................7
P 5 Key principles and techniques for successful selling.........................................................................7
LO4.............................................................................................................................................................8
P6 Importance of sales strategy in higher profitability and incorporating account management.............8
CONCLUSION...........................................................................................................................................9
REFERENCES..........................................................................................................................................10

INTRODUCTION
Sales management is a comprehensive part in the functioning of the organisation because
sales are the manner in which the company earns revenue and this is the reason why an
organisation functions (Johnston and Marshall, 2016). Marriott Hotel is an extremely illustrious
hotel that operates on a wide scale on a global level. In this report, it will be evaluated that what
are the critical sales management principles and the benefits of sales structure especially in
hospitality industry. Further, the importance of a sales oriented staff and the use of different
distribution channels in hospitality industry will be discussed. Lastly, the key techniques for
increasing sales and the importance of using correct sales strategies will also be identified in the
report.
LO 1
P1 Key principles of sales management
Sales management is basically managing coordination and control between the key
personnel that is associated with the sales of the business and helps in achievement of the goals
of the organisation. In Marriott Hotel, sales management is basically done by focusing on three
key principles of sales management so as to ensure that maximum numbers of customers are
attracted to the hotel. These are:
Sales Planning: This is basically setting up of the sales targets that are to be met and the
forecasting of the figures that will be achieved approximately at the end of a designated time
period. This is an extremely important component for Marriot Hotel because it helps the in
giving direction to the employees regarding the targets that they are to achieve and also projects
the potential earning that hotel might generate (Malek, Sarin and Jaworski, 2018). Therefore,
collectively, it helps in future estimation of the expected profitability of the hotel and this is
extremely important in ascertaining the performance and achievement of objectives.
Methods of Selling: There are a variety of mechanisms that can be used in order to improve the
selling techniques and enhance the customer attraction. The one- off selling, the relationship
selling and the customer- centric selling are three major techniques that Marriott Hotel utilises in

order to enhance their sales. These are important for the hotel because all the three techniques are
used to attract different types of customers. One off selling helps in giving individual attention to
the customers that come to hotels, relationship selling helps in entering into collaborations with
other organisations and customer centric method is utilised in the manner of different packages
and offers that are given to the customers of different categories.
Sales Reporting: Through this, the key performance indicators of the company can be identified
where the sales are maximum for the organisations and this is mandatory so that strategies can be
performed accordingly (Cummins, Peltier and Dixon, 2016). For Marriott Hotel this are critical
in ascertaining that what are the factors that are leading towards maximum revenue generation
and then such factors can be evasively implemented over the entire organisation where sales are
low. Therefore, this aspect is also extremely crucial for the Marriott hotel in increasing their
overall sales and revenue generation.
LO 2
P 2 Benefits of sales structures
There are a lot of benefits which are present in the sale structure in an organization so
that there is a direction in which the sales industry can function which is good for a long run in
the market. There are a lot of improvement in the organization and the profit margins of the
organization increases which is a very good factor for the company. Marriott hotel has a well
designed sales structure for them so that they can function effectively and productivity in terms
of having a high customer base in the organization (Razmochaeva and Klionskiy, 2019).
 This is going to get clarity of functioning in the hotel which is a very important factor in
the hotel so that the organization can make the expected profit each year. The sales
department has to have meetings so that they can make the organization have more
functioning for them which is a very important factor for them. The competition in the
market for the organization is going to reduce which is a great factor for the company.
 There are goals and planning which is done by the sales department of the organization as
well so that there is a better functioning and the organization will be achieve what they

desire in the market. The management will be able to guide the sales and the efforts
which are required by them to increase the selling of the rooms in the hotel.
 There are new ideas which can generate in these meetings which are going to be very
good for the organization (Lips, 2019). These are cost friendly for the organization and
the organization will be able to have a better functioning for themselves which is a very
important factor.
 There is an understanding of the customer’s well which can decide the prices of the
services in Marriott hotel so that they can service the customers with the best of services.
This is going to help Marriott hotel to keep their reputation in the market which is a very
important factor for the organization. There are a lot of communication gaps which need
to be filled in the organization and responsibilities which need to be taken so that there is
a better functioning.
P 3 Importance of having sales orientated staff
It is very important to have a motivated or orientated staff in the sales so that the
organization can benefit from it. Marriott hotel has been in this industry from a long run that is
why they have an experience to deal with the sales in the organization. There are loyal customers
which the organization is having which are why there is a high profit margin of the hotel in the
market (Corboş, Popescu and Bunea, 2019). There is a requirement of all the members of the
sales department to have a face to face meeting so that they can have a same direction to function
in which is going to be very good for the organization. There has to be a positive atmosphere for
the sales department to function in so that they can support each other and the best of results can
be taken out of the organization. The goals of the organization can be met from time to time
because of the sales department in the organization because they get in the customers who are
expected by the hotel. The sales department makes the customers aware of the services and
products which the hotel is providing to them so that they can feel comfortable and wanted to
stay in these chains.
This factor is going to make the organization have motivated sales and better functioning
for a long run in the market. There is going to be a great advantage for Marriott hotel chain in the
market if they have a strong sales team because the customer base will also increase of the hotel.

There will be direct information and contact of the hotel with the customers and the right
services and expectations of the customers can be done. Sales of the organization will increase
which is a great factor for the organization and the organization will be able to have a better
functioning and direction for themselves (Rustenburg and Steenbeek, 2019). This will add up to
a strong portfolio of the company and the organization will be able to overcome the competition
which is increasing rapidly in the industry.
P 4 Sales distribution channels
Marriott hotel is having a lot of channels for distribution for the customers to receive the
services and products of the hotel. The different sales distribution techniques which the hotel is
using are as follows.
 Direct sales
There are direct sales of the services and products of the hotel because over years the hotel
has got loyal customers in the hotel which is a very important factor for the hotel. The hotel
knows and understands the expectations of the customers which are coming in the hotel so that
there is a better functioning of themselves which is good for the sales of the hotel. There are
feedbacks which can be taken from the customers which can help the organization to improve
further and get more customers in the hotel. The main is to get more customers in the hotel and
increase the sales of the hotel so that there is a better functioning. This can also be done by mails,
telephone and the details of the customers which the hotel gathers from the customers when they
check in so that there are higher profit margins.
 Online Networks
Marriott hotel chain has understood the importance of online networks which is why the
hotel is having a direct contact with the customers so that they can have a better functioning for
themselves (Gotoh and Wakako, 2018). Online there are sales and discounts which are provided
to the customers directly from the hotel without the customers having to pay extra for the
services they receive in the hotel. The hotel gets their share and the hotel is having a better
functioning for themselves which is a great factor for the hotel. This provides the customers all

the information they require and the satisfaction level of the customers is higher in this channel
of sales distribution of Marriott hotel.
 Agents
Marriott hotel has agents to do their work and get customers in the organization so that they
can have a better functioning for themselves which is going to be very helpful. Agents take their
own commission from it which can affect the customer base in the organization. There are a lot
of feedbacks which do not reach the hotel as well which can be a great disadvantage for the
organization in the market (Cuevas, 2018).
LO 3
P 5 Key principles and techniques for successful selling
It is very essential to understand the needs and wants of customers by effective methods
to collect and formulate that data into effective strategies. Marriot hotel can adopt discounts
which help to increase the customer relationship and increase the number of loyal guests in the
hotel effectively. Being the luxury hotel it is very essential to provide high quality services with
extraordinary products to increase satisfaction level of guests and motivate them to improve
brand image of the hotel (Johnston and Marshall, 2016). This helps to increase the sales of the
hotel and also attract more customers due to increase in brand value to attain maximum profit
margins effectively. The key resource to increase selling is developing high performance
workforce in the hospitality industry as the demand and competition is increasing rapidly and
with the globalization it also increases the threat of high competition to hotel Marriott. Hotel
also breeds to increase the consistency of their performance and quality by setting quality
standards. As hotel Marriott uses benchmarking and key performance indicators to analyse the
performance of the organisation in comparison to set the standards. This also helps to increase
the perceived values of customers to become loyal and increase sales of the hotel effectively. Use
of technology and digital tools increases the efficiency to reduce cost of services and increases
quality to satisfy guests and retain them to become loyal to the hotel. It is also very essential for
the business organization to develop healthy working environment which supports the
organization culture in order to achieve objectives. As the main objective of Marriott hotel is
customer satisfaction and better experience with the help of effective marketing techniques hotel

increases the information to formulate productive strategy and increase relationship with guests
effectively. Marriot hotel uses digital equipments to train an employee which increases the
performance of all the activities and collaboratively support to maintain high quality of
accommodation according to asked price. As load prices and high quality services is also one of
the key selling techniques which increases the sales and profit margins to attain core competency
effectively (Wang, 2019). This also improves customer engagement level and helps to attract
more guests in the hotel effectively.
LO4
P6 Importance of sales strategy in higher profitability and incorporating account management
Sales strategy is important in growth and survival of business as it helps in formulating
various steps that need to be taken by company in order to increase its sales and profitability. It
helps in planning in advance about the way and method that can be used by Marriott hotel to
yield higher profit margin (Bonthala and et.al., 2016). Company analysis and evaluates recent
trends and technology on the basis of formulated marketing and sales strategies. Marriott has
formulated sales strategies to increase its brand image, sales volume and customer’s satisfaction
for long term growth and survival. Sales strategy of Marriott also helps in effective account
management by deciding in advance budget that is need to influence customers and its target
sales during particular year. Therefore account can be managing effective about total sales
volume, profitability and performance of firm in particular years.
Core finance principle and successful portfolio management helps in increasing
profitability and competitive positioning of Marriott. Company has followed standard financial
principle while formulating sales strategies for effective perform and higher sales volume within
limited time and cost. It helps in effective utilization of capital into various investments such as
Marriot has effective invested in marketing strategies and innovative technology to increase its
customer’s satisfaction and loyalty (Son and Bae, 2017). On the other hand product portfolio
management helps manger of Marriott to effectively decide to invest in resources that have
minimum risk and maximum output. Such as creating its own website to attract large number of
customer within limited risk, time and cost that helps in increasing sales volume and profitability
of company. Management of portfolio promote long term grow and sustainability of firm in the
market and helps in increasing brand image.
It can be stated that sales structure and approaches that are used by Marriott manager helps in
improving financial viability. Sales structure helps in defining roles and responsibilities of each
employee within sales team thus helps in effective coordination and achievement of desired
goals or set target of sales volume. It helps in improving performance of each employees and
effective supervision so that corrective action can be taken in case of deviation (Ruuskanen,

2019). Sales structure of Marriott also helps in encouraging new ideas and innovation within
firm so that it can get competitive advantages and increase its profitability to meet operation
payments, debt commitment and growth of organization. Sales team work together to grab
various able opportunities and face various challenges and problem that arise in market for
financial viability of Marriott
CONCLUSION
The above report illustrated that there are various key principle of sales management that
are related to Marriot sales planning, method of sales and sales reporting. There are many
benefits of sales organizational structure and sales oriented staff in growth and success of
Marriott. Key principles are used by Marriott to build strong relationship with guest and increase
its sales volume and profitability. At last it can be concluded from above analysis that sales
strategies are important in increase sales volume, profitability and customer’s satisfaction of
Marriott.

REFERENCES
Books and Journals
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on the company's competitiveness. Calitatea. 20(S2). pp.197-201.
Cuevas, J.M., 2018. The transformation of professional selling: Implications for leading the
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context of personal selling and sales management. Journal of Research in Interactive
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management device, sales management system, and sales management method. U.S.
Patent Application 15/554,102.
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technology. Routledge.
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