Sales Management: Principles, Structures, and Techniques

This document provides an in-depth analysis of sales management, including the key principles, benefits of sales structures, importance of 'selling through' others, and techniques for successful selling. It covers topics such as sales planning, sales structures, sales strategies, and more. The document is relevant for students studying sales management or anyone interested in understanding the principles and techniques of successful selling.

SALES MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
P1 key principles of sales management .....................................................................................1
P2 Benefits of sales structures and how they are organised using specific organisational
examples......................................................................................................................................3
P3 Importance and the advantages of the concept of ‘selling through' others............................4
P4 key principles and techniques for successful selling ...........................................................5
P5 Importance of developing sales strategies ............................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Sales management is the process of developing a sales force, coordinating sales operations, and
implementing sales techniques that allow a business to consistently hit, and even surpass,
its sales targets. 3 UK is a British telecommunications and internet service provider operating as
a subsidiary of CK Hutchison Holdings. This report highlights the principle of the sales
management in the organization. After that the report goes on to explain the importance and
advantage of the sales structure and the way through which sales structure can be applied in the
organization. After that the report highlight the advantages of the concept of ‘selling through'
others. After that the report goes on to explain the Principle and Technique of selling the product
of the company in the market. In the end the report highlights the importance of selling strategy
which help in improving the productivity and incorporating the accounts in sales structure.
MAIN BODY
P1 key principles of sales management
There are in total 16 principle of sales management which looks at every aspect related to the
sales in the organization whether sales planning, method of selling and sale reporting. !6
principle of sales management is as follow:
Manage your people: Manager in the organization has to make sure that they used to give
proper appreciation to all the employee in the group environment. Also, manager has to make
sure that manager is criticizing employee at the time of the training and providing coaching one
on one.
Lead by example: It is another principle in which the sales manager in the organization has to
make sure that he guides all the sales person in the organization. It will help the Three UK in
bring a sort of the respect in workplace. This will also improve the decision making related to
sales.
Instill discipline in organization: Three UK has to make sure that they bring the quality of the
discipline in the organization it will generally help the organization in structuring all sort of the
sales function in the organization. On the basis of the principle of discipline sales plan can be
made in the organization.
Follow rule of sales management: Three UK has to make sure that they are treating the
consumer in a way they desire to be treated. Employee of Three UK has to make sure that they
treat all the consumer with the respect they used to desire.
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Manage on objective information: Manager has to make sure that they used to take all the sales
decision in the organization on the basis of the objective information rather than their opinion.
As it may happen that the opinion of manager is not accepted by all the employee. Using
objective information will also help the company in bringing a sort of the trust and respect in the
organization.
Be goal oriented: Three UK sales manager has to make sure that all the sales person in the
organization used to perform their activity with keeping the goal in their mind. Sales manager of
Three UK has to make sure that they establish goal and try to insist another salesperson to
achieve the same. Organization has to make sure that all the sales strategy is develop on basis of
this goal.
Get on floor: Sales manager in Three UK has to make sure that they are on the floor and
listening to the salesperson presentation and suggestion. This suggestion can be used by the
company at the time of making sales plan (Ingram and et.al., 2015).
Direct and on to the point: Sales manager or the sales department head at Three UK has to
make sure that When giving your salespeople coaching or training, it’s essential to be
straightforward.
Catch them doing something right: It is very important for Three UK management to provide
the feedback to all the salespeople in the organization as the biggest reason behind salesperson
leaving the job is that they feel unsuccessful. Positive feedback is 10 time effective as compare
to negative feedback.
Don't settle for status quo: Sales manager in UK three has to make sure that sales person
always can improve from their past performance as almost all the employee used to work for
maintaining the performance level in the organization.
Know your people well enough to motivate them individually: Sales manager has to make
sure that they are having idea about need and requirement of all the employee so that on the basis
of same manager can motivate them.
BE Firm but fair: Sales manager in Three UK has to make sure that they used to treat all the
employee in the equal and fair way in the organization.
Give them Quality time: Sales person has to make sure that they used to delegate some duties
to the salesperson in the organization.
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Business is business: Sales person has to make sure that the manager is avoiding the personnel
relationship with the staff and just keeping professional relationship with them.
Let them known the expectation: Salesperson in the organization should have the proper idea
about the expectation of the company from them. So that on the basis of same they can perform
activity in the organization.
Make it fun: Make your store an enjoyable place to work. You want your people to get up in the
morning wanting to come to work and reach their performance targets and goals (Principle of
sales management. 2015).
P2 Benefits of sales structures and how they are organised using specific organisational
examples
There are many Advantages which are brought by the sales Structure to the organization. Some
of the Advantages are as follows:
Clarity of the Responsibility: Sales structure help the organization in passing on the clear
message to all the employee in the organization. As Sales structure help the organization in
giving the different responsibility to the different employee in the organization about the
different product lines and the market (Malek, Sarin and Jaworski, 2018). This help the
organization in building good working environment as all the employee in the organization is
having the proper idea about the activity which need to be performed in the organization.
Good flow of communication and coordination: It is another advantage which is brought by
the sales structure to the organization as sales structure used to define the position of all the
salesperson in Three UK it helps the organization in bringing the good flow of the
communication and coordination in the organization as all the salesperson are having the idea
about where they have to report at the time of the query or any issue.
Increase efficiency: It is one of the biggest benefits which is brought by the sales structure to the
organization as with the help of the proper sales structure it generally gets easier for the
organization to increase the efficiency in the organization. As it is easy for the organization in
find out the element which is causing the problem in the sales process of the company. On the
basis of the problem organization can take the corrective action in the organization.
Organization of Sales Structure
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There are four different way through which the sales structure of the organization can be
organized in the organization. Different organization uses the different way to organized the
sales structure in the organization.
Geography based sales: It is the type of the sales structure in which salesperson are given the
opportunity to understand the market in which organization is intending to sale the product. After
knowing the market salesperson uses the different approach. For Example: Lakme, Vodafone
uses the same sales strategy in the organization.
Product based sales: It is the type of the sales structure in which salesperson in the organization
used to develop good amount of the knowledge of the organizational product and on the basis of
that different approaches are used by organization. For example: Siemens Healthiness, Cardinal
Health are the company uses this sales structure.
Client based Approach: This is the type of the sales structure which is designed on the basis of
the client or can be said the consumer of the organization (Cummins, Peltier and Dixon, 2016).
P3 Importance and the advantages of the concept of ‘selling through' others.
Selling through other is the procedure in which the maximum amount of the product of the
company is sold with the help of the retailer after being shipped by its supplier. A sell through
occur when the company sell the product to the retailer and the consumer used to buy the product
from the retailer. There are many benefits and the importance which is brought by selling
through other concept.
Importance
It is very important for all the organization in the competitive era to choose a concept of selling
through other in the organization as it will help the company in being competitive in the Market
as all the competitor takes the help of the retailer to sell the product of the company in the
market. For Example: Lake me one of the most renowned company in the cosmetic sector used
to sell the product of the company at their store but as the competitor of the company used to sell
the product of the company with the help of the retailer also they have also started to sell the
product of the company with the help of the retailer also in the market (Jobber, Lancaster and Le
Meunier-FitzHugh, 2019). Another importance which is brought by the Selling through other
concept is that it helps the organization in improving the customer satisfaction as consumer
generally used to get the relevant location to buy the product and also it helps the consumer in
getting the place where they can have a query of the same. Another importance which are
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brought by Selling through other concept is that it improves the relation of the company in the
market as retailer are one of the important parts of the supply chain in real.
Advantages
Wide Customer Base: The biggest advantage of selling through other is that it increases the
customer base for the organization as retailer has built up a variety of the market with the help of
their connection and all of them are having the idea how to reach them all. Also, as it is not
possible for Three UK to open the stores everywhere to sell the product of the company retailer
help them to reach the customer which they are intending to reach ultimately.
Distribution Channel: This concept will help Three UK to improve the distribution channel of
the organization as with the help of this concept organization is able to enter the market which at
some point of time becoming a challenge for the organization to enter in the past. As if you are
using selling through other concept than Three UK can sell the product in that market also
without even not having any sort of the physical presence in that market.
Market Information: Using Selling through other not only help the company in selling the
product to customer but also help company in getting the information of the market (Malininas
and et.al., 2017). As retailer in the market used to be in touch with the customer on the regular
basis they are having the proper idea about the need and requirement of the customer in the
market. On the basis of the information which is provided by the retailer Three UK can develop
the product accordingly to satisfy the need of the customer.
Cost saving: This concept also helps the company in saving the cost of the company as
organization has to open a smaller number of own stores in the nation.
P4 key principles and techniques for successful selling
Principle of selling
Those who listen, win: This principle specify that for selling the product of the company
salesperson has to make sure that they are listing all the query of the customer in the market as it
is the myth about the selling that the person who listen the query of the customer and try to find
out the solution of the same is the one who used to sell the product of the company in the market.
This principle will also help three UK in building the bond between the customer as customer
feel that their problem is heard by the organization (Nagle and Müller, 2017).
Selling is all about relationships: It is the second principle which specify that selling the
product is all related to building a relationship with the customer in the market. As it is the myth
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that the customer will only purchase the product of the company if they trust company, respect
company and like the company and all of this only can happen by building a relationship.
The sale is not about your product, but their problem: This principle explain that salesperson
has to make sure that all the employee used to understand the problem which is faced by the
customer and on the basis of that employee need to find out the best solution with the help of the
company product. As it will give the message to consumer that the company is concern about
them.
Price and value go hand in hand: All the sales person has to make sure that the product which
is offered by the comp-any is offered at a reasonable rate to the consumer in the market but also
has to make sure that they do not comprise at the quality side of the product. As all the consumer
look for the product who is good at quality side and also offer value.
There is no sale unless you can close it: This principle specify that the salesperson has to keep
in mind that there were no sales on the person unless he has approached the consumer (Isselmann
DiSantis and et.al., 2017).
Technique of selling
Features and benefit: Every sales person has to make sure that they used to promote the benefit
and feature of the product to the consumer in such a way that the consumer feel that the deal of
the product is very good for the consumer. As every consumer always look for the product which
is of profit.
Needs and Solution: All the sales men at Three UK has to make sure that they promote the
product of the organization to the consumer after going through the need of the customer and on
the basis of explaining the product as the solution of the need.
Social Selling: Three UK has to make sure that they use social media as one of the important
techniques to sell the product of the company in the market as it is the platform which used to
see the large number of the customer in the market (Agnihotri and et.al., 2016).
P5 Importance of developing sales strategies
Sales strategies is the approach to selling that allow an organization sales force to position the
company and its product(s) to target customers in a meaningful, differentiated way. Most
strategies involve a detailed plan of best practices and processes set out by management. Sales
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strategies used to provide the variety of the benefit for the organization. Some of the benefit are
as follow:
Sales strategy help the organization in addressing the need of the customer at every stage of
the operation. As there is huge difference in understanding the new customer and old customer as
the need of both of them used to differ from each other. Sales strategy will help three UK in
understanding both stage customer very effectively in the organization. As customer are the key
factor for all the organization it will eventually help in increasing the profitability for the
organization.
Human resource management: It is another benefit which is brought by the sales strategy to
the organization as sales strategy help the organization in managing the Human resource very
effectively in the organization. As sales strategy used to define the goal and target which need to
be achieve by the organization and the way through which it can be achieved in the organization.
Sales strategy help the organization in having the knowledge about the way through which the
sales target can be achieved by the organization. It helps the organization in finding out the best
talent through which operation of the business can be carried out (Braun, 2016).
Efficiency of work: Sales strategies used to improve the level of the efficiency in Three UK as
sales strategy used to shown the path way through which the employee in the organization can
achieve the objective of the organization. This eventually means that it generally takes the less
amount of time for the employee to complete the task in the organization.
Account management: As sales strategy used to define the budget which is provided for the
department to complete the task and on the basis of which all the function in the organization is
helped the organization in managing the accounts very successfully in the organization.
CONCLUSION
After going through the above report, it has been summarized that there are 16 key principle of
the sales management in total. After that the report summarized that sales structure and selling
through other concept used to bring the variety of the benefit for the organization as it improves
the efficiency and also increases the market area coverage of the organization. After that the
report goes on to summarized that there are many selling principle and the technique which can
be used by the organization to improve the level of the customer satisfactions and the
organization performance. In the end the report summarized the different benefit of sales
strategies for the organization.
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REFERENCES
Books and Journal
Ingram, T. N. And et.al., 2015. Sales management: Analysis and decision making. Routledge.
Malek, S. L., Sarin, S. and Jaworski, B. J., 2018. Sales management control systems: review,
synthesis, and directions for future exploration. Journal of Personal Selling & Sales
Management. 38(1). pp.30-55.
Cummins, S., Peltier, J. W. and Dixon, A., 2016. Omni-channel research framework in the
context of personal selling and sales management: A review and research extensions.
Journal of Research in Interactive Marketing. 10(1). pp.2-16.
Jobber, D., Lancaster, G. and Le Meunier-FitzHugh, K., 2019. Selling and sales management.
Pearson UK.
Malininas, S and et.al., 2017. Sales management in range of supply and storage of UAB
«ZEELANDIA». Journal of Management. 31(2). pp.97-104.
Nagle, T. T. and Müller, G., 2017. The strategy and tactics of pricing: A guide to growing more
profitably. Routledge.
Isselmann DiSantis, K. and et.al., 2017. Sensitizing black adult and youth consumers to targeted
food marketing tactics in their environments. International journal of environmental
research and public health. 14(11). p.1316.
Chishti, Z., Afiniti Europe Technologies Ltd, 2017. Techniques for benchmarking pairing
strategies in a contact center system. U.S. Patent 9,712,676.
Thaichon, P and et.al., 2018. Hybrid sales structures in the age of e-commerce. Journal of
Personal Selling & Sales Management. 38(3). pp.277-302.
Agnihotri, R and et.al., 2016. The Sales Center: A Structure Addressing Multiple Dynamics
Facing Business Education. Journal of the Academy of Business Education, 17.
Braun, V., 2016. Selling the “perfect” vulva. In Cosmetic Surgery (pp. 149-166). Routledge.
Cole, T., 2017. Selling the Holocaust: From Auschwitz to Schindler; how history is bought,
packaged and sold. Routledge.
Online
Principle of sales management. 2015.[ONLINE]. Available
through<https://www.jckonline.com/magazine-article/principles-of-sales-management-part-1/>
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