Sales Management in Hospitality Sector

This report discusses the key principles, sales structures, and reporting methods in sales management in the hospitality sector. It highlights the importance of having a sales-oriented staff and explores different sales distribution channels. The report also analyzes and applies successful selling principles within the hospitality industry.

Sales Management

Table of Contents
INTRODUCTION...........................................................................................................................2
MAIN BODY...................................................................................................................................3
TASK 1............................................................................................................................................3
P1 Determining key principles, sales planning importances, selling and reporting methods in
sales management........................................................................................................................3
TASK 2............................................................................................................................................5
P2 Evaluation of sales structures and their benefits with specific examples in hospitality
industry........................................................................................................................................5
P3 Various importances of having sales oriented staff in hospitality sector within
organisational context.................................................................................................................7
P4 Assessment of different sales distribution channels and their uses with relevant examples. 8
TASK 3............................................................................................................................................9
P5 Analysis and application of successful selling principles within hospitality sector..............9
TASK 4..........................................................................................................................................11
P6 Importance of sales strategies for profitability & incorporation in accounting management
...................................................................................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES:.............................................................................................................................13

INTRODUCTION
Market competition in today's world is increasing day by day with launch of new
products & technology. Therefore, main purpose of organisation is good sales management of
product or service with increased profitability. Sales management is a process of development,
coordination and implementation of sales activities with appropriate use of techniques or
strategies to achieve sale target goals. Corporations in hospitality industry such as Premier Inn, a
well established British chain of hotel headquartered at Dunstable, United Kingdom use different
sales management tools to operate hotel at different locations. The following report comprise of
different key principles, sales structures, reporting methods with important benefits in sales
management.
MAIN BODY
TASK 1
P1 Determining key principles, sales planning importances, selling and reporting methods in
sales management
Success selling require proper management tools to be applied by organisation to manage
cost of sales, long distribution channels, increase profit margins etc. Management of sales is
wide concept that focuses mainly on achievement of business goals as well as increase in sales-
volume with systematic handling of sales persons. In relation with Premier Inn, following basic
principles of good sales management leadership are adopted by managers discussed below:
Key principles of Good sales management
Consistency: This is primary principle of successful selling within organisation as
application of every management philosophy need consistent following of set guidelines or rules
by sales managers to achieve company target effectively. In context of Premier Inn, leaders have
set time deadlines for sales workers to be accurate in reaching office from morning till evening
for effective sales management.
Delegation of work authority: Main purpose behind adopting this principle within
organization is to achieve sales targets through teamwork as every activity cannot be only
performed by single individual (Akturk, Ketzenberg and Heim,2018). Micromanagement of sales
is adopted by Premier Inn to delegate task authority to staff members. Delegation therefore
provide sales employees freedom of taking self decisions and use creativity in sales.

Equality: This principle lay emphasis on fair treatment to every employee performing
sales activities at workplace. Every employee should be equally responsible and accountable
within organisation in a fair manner. Premier Inn, provide various training programs to different
background staff members for promoting gender equality, freedom of speech and reduce
discrimination at work etc.
Conviction: This is very significant yet tough principle to follow by a sales manager.
This is defined as choosing best alternative option with anticipating apparatus. In relevance with
Premier Inn, this step require proper evaluation of consumer market trends & product analysis.
Before application of above principles sales manager need to know different factors such
as pros and cons of product, location they are selling and use of product. Sales management is
important for chosen firm to successfully sell company product or services mentioned in
following points:
Helpful in launching new product: Sales management give direction to manager on how
and when to bring new product in market. In relation with Premier Inn, before launching a new
product or service in market it is important for manager to follow key sales principles useful for
minimum wastage of resources, attract consumers at large, launch new technology or product in
hospitality sector etc.
Reduce selling cost expenditure: Chosen firm is able to minimise overall expenditures of
firm by optimum utilisation of scarce resources. In relation to respective company, Premier Inn
have come up with various innovative technologies that has helped them promote product easily
with less manual labour work.
Enhances profitability: Sales management help regulate various sales activities it help
organisation reach up to expected profit margins as per set standard budgets.
Sales management consist of two significant aspects too that help manager run business
operations that are sales planning and reporting methods stated below:
Sales planning: This is an effective process of formulating suitable strategy for future
sales targets by ways of total goods sold, anticipated sales, pricing strategy, etc. So, Premier Inn
create consistent sales planning written blueprints that comprise of sales tactics, resources to be
utilized, time duration, market analysis etc.
Sales reporting: This is a documents record that keep track of daily sales, employee
performances, achieved targets on consistent basis etc. for proper management of company sales.

In reference with Premier Inn, mangers use these reports to make effective decisions and
maintain regular sales records for reducing duplication of work and remunerate potential
employees at workplace.
TASK 2
P2 Evaluation of sales structures and their benefits with specific examples in hospitality industry
Organisation main aim of selling a product or service is earning profits and building a
good reputation of firm. This can be achieved if correct sales structure is selected by an
individual to have systematic control over management of business operations. With use of
appropriate structure, Premier Inn can take good decisions for future productivity, attract
maximum visitors to hotel experience, provide good quality services in long run etc.
Sales structure of Premier Inn
The HR department of chosen Hotel differentiate various job positions to recruit
sustainable candidates with required skill or talent. This help manager design a good sales
structure for company to carry on activities explained below:

Acquiring and recruitment of skilful candidates: Organisations aim at providing quality
services to guests of hotel with timely check-ins or checkouts, respectful welcome to travellers
visiting Premier Inn experience, clean rooms and hygienic environment (Yost, Zhang and Qi,
2021). Therefore, superior a managers focus on hiring experiences sales people, hotel
management students or freshers with appropriate knowledge of hospitality firms etc. after
recruitment of suitable candidates, various role and responsibilities are defined clearly related to
work tasks.
Training and development: After hiring employees, it is responsibility of sales manager
to train employees as per their capabilities on how to handle visitors of hotel on regular basis.
Main aim of this step in sales structure is to give excellent customer experience to end users by
Premier Inn staff having appropriate skills to fulfil guest requirements. Training programs
therefore comprise of solving consumer queries, listening to guest issues, identifying customer
perception etc.
Different types of sales structures
Geographical sales structure: This structure is followed by organisation with expanded
chain of regional outlets or hotels. The structure consist of various divisions that is region, state,
country or locality etc.
Market oriented: This structure is created on basis of market demand or trends ongoing.
This is bifurcated into segments of competition, consumer perspectives & substitute goods
running in market.
Product oriented: This sales structure is designed on product line basis of chosen
corporation (Wei, Lu and Zhao, 2020). Selected hospitality firm use this sales structure when
they have to modify company products according to visitor wants.
Benefits of sales structure Flexible assigning of job tasks: Good sales structure help HR manager delegate authority
and responsibility to as per defined roles within sales department. Above sales structure
chart adopted by Premier in consist of three main roles that is vice- president, sales
managers and sales representatives. Performance appraisal: Employee progress with dynamic changes in organisational
environment is necessary for continuous sales and profitability. In relation to Premier Inn,

use sales structure fro assigning tasks to employees that has to be completed within given
deadline.
 Knowledge and skill enhancement: Employees working at organisation need defined and
well designed sales structure that can easily be followed by them to achieve target sales
objectives (Saxena and Lamest, 2018).
P3 Various importances of having sales oriented staff in hospitality sector within organisational
context
Selling concept main purpose is to increase sales based on market trends. More sales
transactions is on high priority under this concept rather than consumer needs or wants. This is
stated that it takes large scale selling and promotional efforts to make consumers want a product
or service. In relation with Premier Inn, have used different strategies to do aggressive selling in
consideration with risk factor. Managers have observed various advantages and importance of
applying selling concept strategies mentioned below:
Advantage and Importances of selling concepts
Problem solving: This help managers understand consumer requirement form products.
In context of Premier Inn, market researchers have used selling concept to take successful
reviews from consumers and make appropriate changes of improvement.
Enhances creativity: Selling concept give chance to sales man to use their innovative
ideas and creative ways to influence consumers in market.
Employment opportunity: There are various fields in sales and marketing field in which
freshers or management employees can apply for job opportunities (Rapp and et. al., 2017).
Premier Inn too provide flexible benefits, incentives with good pay to sales people motivated to
enhance organisational productivity.
Maintain good relationship: Sales managers have effective skill to create a good
network by establishing excellent relationship with travel guests and suppliers of organisation.
Premier Inn organizes various engaging events for potential guests of hotel for retaining them in
long run.
Increase in sales: New competitive firms are entering into consumer market that have
potential to track and target consumers. Therefore, Premier Inn uses selling concept to showcase
their product service in specific segments such as travel bloggers, tourists, couples, business
professionals, family planning of vacation packages etc.

Reduce issue of unsold stocks: Primary motive of selling concept is selling each and
every product to consumer directly meeting up their requirements. Therefore, it benefits manager
in eliminating leftover stock inventory and sell every product with consistent revenue generation.
In relation with Premier Inn, managers have benefited a lot with above sales principles &
strategies as products or service of hotel when sold directly (Motta, 2017). In this way,
organisation is able to do both sales and marketing together with influencing consumers in
purchasing their packages.
P4 Assessment of different sales distribution channels and their uses with relevant examples
Market expansion is necessary for growth of an organisation within competition industry
market. Therefore, these are various reasons why an enterprise its market base that are new
product launch, target new regions or localities, become a globally renowned corporation etc.
Also, systematic supply chain system is helpful for company while expansion period that
comprise of different distribution channels discussed in following points:
Direct selling: This distribution channel type is defined as sale of goods or service
directly form retail stores to consumers through one to one demonstration, personal contact,
internet sales and door to door selling methods. In relation with Premier Inn, uses this channel to
sell off tour packages over social media directly, affiliate marketing of existing offers or
discounting vouchers.
Intermediary selling: Intermediary parties consist of wholesalers, agencies, retailers etc.
used by manufacturers of organisation to circulate their product in different regions (Marshall
and et. al.,2020). In context of premier Inn, having long British hotel chain coordinate with
different hotel managers across UK to supply their products at large.
Dual distribution: This form of selling channel consist of various marketing
arrangements done by manufacturers and wholesalers to provide timely services to customers in
market. This distribution includes both resale & direct sale-services. In relevance with Premier
Inn, have started various franchises to regulate hotel operations.
Reverse distribution: This form of supply channel involves removal of dead stocks,
outdated, unsold and damaged items with collection of resources that can be replaced by
damaged goods. This is an expensive method of distribution channel that involves management
of product return flows.

Amongst various channel of distribution Premier Inn have been using appropriate supply
chain systems to monitor hotel function across UK (Li and et. al., 2019). These channels
represent relationship between manufacturer and consumer with application of suitable
strategies.
TASK 3
P5 Analysis and application of successful selling principles within hospitality sector
Every organisation have different sales strategies for successful selling of product or
service. Selling principles don't change from time to time. As for successful selling,
understanding of principles is the must. It is important for manager to make sure every staff
member in sales department use principles of sales management as it has various importances.
There are some principles which are used by Premium Inn hotel. These are discussed below:
Selling is all about relationship: As a hospitality industry, the main of the Premium Inn
hotel is increase customer satisfaction and increase there profits. The ability of winning sales can
ultimately results in increasing form of relationship with buyer. In context with Premium Inn
hotel, makes effective relationship between customers by handling there complaints and solving
terse issues. They make healthy relationships with the guests who visits the hotel and this may
results in increasing profitability an revenues (Kearsey, 2020). For building effective
relationships, the hotels needs to includes a mixture of building rapport, show genuine interest,
building trust and identifying needs and demands of customers and works on them. If hotels have
identifies this then they cam increase in customer satisfaction.
Sale is not about product but a problem: To increase the sales of hotel and satisfy
customer. Premium inn hotel first identifying the needs of people and what problems they are
facing toward the products and services offered. There needs and demands should always come
first and later po focus on the problems are issues they faces. The key to success in sales and
offering a product or services is the needs to identifying the open behind buying decision. Hotels
needs to first thinks about the emotional reasons of customers. And identify that trick which can
tap to the emotional part of buying decision and can justify value features and benefits etc.
Price and value go hand in hand: Price and amount is the major factor to which
customer attracts. Premium inn hotel focus on it pricing strategy and allows may offers and
discounts to the customers (Hendges and et. al.,2019). Hotel focus on providing quality of goods

and there prices are also very reasonable. This helps them in building good relationship between
customers and staff members.
Know social media outlets: Now a days, social media is the biggest platform in which
hotel and other industry promote their brand and products. For example- Premium inn always
updates there offers and discounts at there Instagram handle and there application. They make
healthy connection with the customers by chatting with them and solving their problems and
issues.
These are some of the principles which helps the Premium in hotel in managing an
building effective relationship between customers and guests. These principles helps the hotel in
increasing profits and revenue (Gammoh and et. al., 2018). Hotels identifies customers needs and
demands. This may results in increasing customer satisfaction and profits of the company. Hotels
handles customers complaints regarding the services they provides. They provides better
facilities to them and there staff members are also make connection with guests who visits there.
This helps the company in managing customer relationships.
TASK 4
P6 Importance of sales strategies for profitability & incorporation in accounting management
Sales strategy formulation is activity of manager to set clear objectives for directing sales
representatives with important selling information. There are various factors that are covered
under these strategies that include goals, key performance indicators, sales processes, buyer's
persona, competitor analysis, sales methodologies and product positioning etc. Based on above
aspects, sales strategies are created that primarily consist of seasonal pricing, enhancement of
sales, market analysis etc. In context with Premier Inn, have used digital promotion strategy to
maximize sales profits.
Sales representatives are trained on how to use digital platforms to promote company
product or service. These platforms consist of YouTube channels, travel blogs, personal website
containing hotel details and offers, Google ad-words, Instagram and other social media
applications etc.
Importance of sales strategies

 Sales strategies are useful for manager to know consumer requirement form chosen
hospitality organisation. Also this help them identify their own product by ways of online
feedback surveys, review, direct discussions etc.
 In relation to Premier Inn, managers come up with good strategies that help them convert
unique features of their product service into benefits for potential visitors (Blal, Singal
and Templin, 2018).
 Strategies are also helpful for chosen firm when they launch a new technology or service
with maintaining existing ones for introducing them into hospitality sector.
Account management is post sales role which is centred around fostering consumer
relationship. Business organisations utilise this strategic method in order to retain existing
consumers at every part of their entrepreneurial journey. Business organisations incorporate
account management in sales structure in order to upsurge their revenue and formulating loyal
consumer base. Strategic account management is centred around creating value for account over
and above specific opportunities which usually includes value co-creation, enhancement of
consumer satisfaction, operational and structural alignment with account direction needs .
Premier Inn needs to incorporate account management in their sales structure as it focuses on
creating long term relation with the client and acts as a liaison of the consumer with aim of
becoming trusted consultant. Significance of incorporation of account management in sales
structure of business firm in context of Premier Inn are provided below: Increased revenue and consumer retention rates: Account management revolves around
using sales resources to retain consumers and help increase revenue and profitability of
the company. Account mangers understand particular needs of their client which
increases consumer satisfaction during every counteraction with the company.
Consumers are dependent on account managers which ensures consumer retention. This
helps the company increase their sales and consumer retention rates. Premier Inn needs to
integrate account management in sales in order to increase consumer retention and gain
long term success in their industry. Increased control over accounts: Account managers focus on building long lasting and
closely connected relations with their consumers which provides them a more profound
understanding of consumer interests and preferences. This information can help the
understand needs of every needs of every consumer in a detailed oriented manner.

Business organisations are able to develop strategies and policies which strengthen
relation with their consumer and provide services which exceed consumer expectations.
Premier in needs to integrate account management in their sales structure in order to
create strong bonds with their consumers base and provide exceptional services to every
consumer. This is specially important for the company as every costumer in the
hospitality industry has different needs and it is important for Premier Inn to understand
consumer expectations in order to provide satisfactory consumer experience.
 Enhanced business opportunities: One of the primary objectives of account management
is to provide business opportunities with the help of up-sells and cross-sells. Account
management ensures effective management of relationship between consumers,
consumer support and sales and provides long term and help the company retain clients
for long time period. This aspect of account management is highly beneficial for business
organisations as it helps the company stay in their industry with stable profitability for a
long time period.
From the above discussion it is analysed that Premier Inn needs to construct sales strategy
which integrates account management as it will help the company retain consumers for a long
time period, provide detailed information about consumers to give exceptional services and
enhance consumer experience. Integration of account management in sales structure is also
important as it helps the company build loyal consumer base and survive in highly competitive
hospitality industry for a longer time period.
Monitoring of daily sales performances is another strategy to make improvements in
customer experiences and sales processes. Hereby, core finance principles in accounting &
portfolio management impact profits and derive competitive advantage to firm in following
ways:
Diversification: This help organisation reduce risk of losses or uncertainties by ways of
diversifying fund investment into multiple sectors of chosen firm than just one domain. In
relation with Premier Inn, managers have been using funds to invest in chain of hotels across
different locations.
Average sum planning: It has been observed that market fluctuations require good
amount of spending on regular basis. Therefore, Premier Inn does consistent savings to cover up

costs and use provisions for new technological changes (Bavik, 2020). Average value is hereby
calculated on sum value of product with total number of goods fro making definite plans.
Focus on control strategies: This principle focus on keeping portfolio of strategies under
control for enhancing profitability of organisation. This principle include monitoring of strategic
procedures as per set standards and budgets.
Maintain liquidity: It is important for Premier Inn to maintain enough stocks in form of
assets or liabilities that can easily be converted into cash for functioning of consistent business
deals and liquidity of organisation.
From above analysis, it has been observed that above finance principles in accounting
management within organisational context help management earn higher profits. In addition,
these strategies also help manager attain goals within specific time period to get competitive
advantage over other hospitality firms in industry.
CONCLUSION
The above report concludes various aspects of sales management required by manager of
chosen firm to achieve company goal objectives effectively. There is a brief analysis on how
different sales principles, techniques and strategic methods are important for organisation to
enhance level of productivity and profitability. The assessment also help manger of chosen
organisation take better decisions in choosing appropriate sales structure for maximum product
selling. So, various discussions have been made on adopting sales strategies and procedures that
include social media promotions.

REFERENCES:
(Books and Journals)
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pricing: an analytical study. International Journal of Production Research, 57(4), pp.1066-
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