Sales Management: Principles, Structures, and Techniques

This document provides an in-depth analysis of sales management in the context of the hospitality industry. It covers key principles of sales, benefits of sales structures, importance of sales-oriented staff, different sales distribution channels, and techniques for selling and maintaining customer relationships.

Sales Management

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
P1) Explain the key principles as sales in relation to sales planning, methods of selling and
sales reporting.............................................................................................................................1
M1) Analysis of principles of sales management which is different in response to consumers
and business behaviour...............................................................................................................3
TASK 2............................................................................................................................................3
P2) Evaluate benefits of sales structures and how they are organised........................................3
P3) Examine the importance of sales oriented staff in hospitality industry................................4
P4) Asses the use of different sales distribution channel. ..........................................................5
M2) Critically evaluate different types of sales structure. ........................................................5
P5) evaluation of key principles and techniques for selling and in maintaining relationship
with customers............................................................................................................................6
M3) Critically evaluate the application of successful selling principle and techniques.............7
P6) importance of developing sales strategies for highest profitability......................................8
M4) Evaluate financial principles and successful portfolio management that leads to high
profitability..................................................................................................................................9
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Sales management has been define as the process of developing a sales force and
coordinating sales operations of the business while implementing sales technique that will allow
business to achieve desired targets for sales. This has been associated with the boosting sales
performance of any size of business and operations in order to induced constant growth and
success. With the support of this, business and its employees ensures better understanding of
results, predict future performance and develops strategy for control while covering there aspect
that are sales operations, sales strategy and sales analysis (Harrington, S.W., 2020). Sales
management has been seen as one of the segment of form's marketing mix as this deals with the
creation of product merchandise, sales promotion activities, distribution and controlling of the
sales personnel so that sales objectives can be attained in effective manner. This is the crucial
function of management which is essential for the success and growth of the business. Its is a
continues process and a systematic approach which is also deals with a relationship selling as
company make a effort for developing strong customer relationship so that product and services
can be sell effectively. This report is based on Turtle Bay which is established by Ajith
Jayawickrema in 2011 that seeks to provide a grate meal along fun nights for eaters and drinkers
across UK. This report includes analysis and understanding of sales management, importance of
sales structure along sales oriented staff. Moreover evaluation of sales principles in successfully
selling and understanding of the finance of selling.
MAIN BODY
TASK 1
P1) Explain the key principles as sales in relation to sales planning, methods of selling and sales
reporting.
Sales management is define as the process which has been associated with the applicable
of technology and prominent usage of sales techniques and methods in order to effectively
manage sale in a company. This is the essential aspect for company and operations as this
provides support in to enhance net sales with help of company's offering which help in obtaining
higher profit and income. Sales management is important for the Turtle bay restaurant in order to
enhance reach and competition through the effective usage of distribution channel so that cost
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get reduce and income get enhanced. There are some sales principles which has been explained
below:
To be goal oriented: This principle of sales management in which mangers set goals for
the team and also assist in setting goals for individual sale person. In turtle bay restaurant, sale
manager has been develop the goals and objectives for teams and help them in to attain with the
optimum usage of telecommunication effectively (Waheed, A. and Yang, J., 2019). furthermore,
the employees in sales department also communicate significant numbers and goals through that
organisation will be able to manage objectives with that also find out desire targets aligned with
objective of the company. For this company has been proceed with sales planning as this
impotent for achieving higher income and profitability in a efficient manner.
Manage people individually: For the successful management it is necessary to manage
people individually so that improvement can be done in effective manner. It is important for
turtle bay restaurant as this offers significant rise in company's environment which provides help
in to enhancing and accomplishing desire results. Thus, managing people on individual grounds
which provides support in to increase efficiency in working of employees that help gaining high
income through sell of products and services of products and services.
Manager make a difference: This is refers to the effectiveness of customers services and
company's sales that directly reflects the efficiency of sales manger and supervisor. it has been
depicts the time that has been used for training for employees by which company is able reduce
the turnover and enhancing productivity while building strong customers base (Arifin, S., 2020) .
This has been also associated with sales planning which is being utilised for reducing the gaps
between manager's thoughts and opinions.
Methods of selling and sales reporting:
there are various methods of selling which provides support to the company in promoting
products and services in the markets. Some of the methods is discussed below:
Sales reporting: this is the method of selling which is associated with trends that may arise
within the sales the volume of company within the specified period of time. It is considered as
form which has been reflects the trends the company's sales volume. In terms of turtle bay,
manager has to find existing and new trend so that best possible policies and actions can be
determined.
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Consultative selling: This is refers to the method in which there is communication between
customers and sales person. It is associated with the strategic question among and skills so that
customers gets involve and to solve their quarries (Basheleishvili, I. and Bardavelidze, A., 2018).
This is used by turtle bay in order to get accurate feedbacks from customers for product and
services.
M1) Analysis of principles of sales management which is different in response to consumers and
business behaviour.
There are several key principles of sales management which helps in providing smooth
running operations and functioning of business. In regards of the principles that applied to the
company and useful in achieve desire sales target and objective in proper manner. Furthermore,
there are three significant aspects which has become necessary for the effective sales
management process and this includes sales strategy, sales research and sales operations. These
all are being utilised by the sales team which has significant impact over the buying decision
making of customers and also useful in effective operation and preparation.
TASK 2
P2) Evaluate benefits of sales structures and how they are organised.
Sales structure is defined as the segmentation of sales staff on the basis of skills, interest
and abilities so that better results can be be obtained. Sometimes employees do not perform with
their full potential and effectiveness that can impact the company's profitability and productivity.
For this company has develop various strategies and policies in order make structure more
flexible and effective (Rouziou, M., 2019) . In regards to this, there are various types of structure
classified on the basis of size and industry. Some of them are explained below:
Geography based structure: Various organisation has utilised this structure as this leads better
productivity and higher profitability. For instance, sales of the company is based geographical
area then it allow salesperson to examine the area so that better strategies and approaches can be
made which can help in influencing customer base of particular location. With the use of this,
turtle bay is able to effectively satisfy the need as per the preference in taste and cousin of local
customers at different outlets.
Product based structure: If the company sells several different products and services, this
structure help the salesperson in to align with products and services. In this turtle bay restaurant
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this structure will made as the per the cousins and types of foods they provides to the customers .
This will help in promote restaurants in various and attract potential customers base.
market based structure : this is also known as customer base structure which is based on the
customer base presence in the market. In this customers have various needs and requirements
that need to be fulfil by the company in order to maintain goods reputation and image within the
market place. This structure requires communication on a constant basis with sales team in order
to ensures that all clients are getting same type of services along with quality. With this, turtle
bat restaurant mat face some issue as this structure is difficult but provides ability to enhance
customers satisfaction.
P3) Examine the importance of sales oriented staff in hospitality industry.
Sale oriented approach to business, position the sales team along with marketing
promotion of products through market research in order to carter the need of customers. Sales
oriented staff focused of effective selling of products and services while considering the
customer's needs and wants (Popp, and. et. al., 2020). There are various benefits of having sales
oriented staff within the company and some of them are discussed below:
Reflect customers value: When a business is having sales oriented staff they have been reflects
the customers value to the company so that they can fulfilled through satisfying their needs and
requirements (Stankic, R., Sadric, N. and Perovic, N., 2019) Sales staff has been growing the
company through acquiring potential customers, developing existing customers and retaining
profitable customers.
Add value in sales process: The sales process has been integrate with steps which offers
appropriate information and guidance to customers which help them in to make batter buying
decision for their requirements and ensures that, they have to be in favourable terms for
company. In this sales oriented staff ensures that customers are being provided with the right
information that can add value to guest.
Refine strategy and goals: Sales staff is consist of specific gaols and objectives for the sales and
customers retention targets that help in to enhance sales and maximize the profitability of
company. They have been gather the local knowledge through research trend in order to develop
strategy for obtaining opportunities prevailing in the market place. In which they have been
ensures that strategies has been align with the strategy which are realistic and achievable so that
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time and money can be consume and desired goals and objectives are accomplished in effective
manner.
P4) Asses the use of different sales distribution channel.
A distribution channel refers to the chain of business and intermediaries which is used for
transfer goods and services to final customers. This is also define as path through which all
products and services are must travel in order to arrive at end consumers. It is also describes as
the pathway of payments which is make by the end user to original seller (Lu, Q.S. and Miller,
R., 2019). Distribution channel may be short or long which is based on the number
intermediators required by products and services for arriving at end user. This helps in increasing
the number of ways through which consumer can reach to commodity tend to enhance company's
sales. But along with this, it can create the complexity for the company which reduce the
effectiveness of distribution management. The distribution channel used by turtle bay is
described below:
Direct selling: This is the type of distribution channel which eliminates the
intermediaries fro the process of distribution of products and services. Its means there not third
party or retailer which sell the company's product to consumers . Turtle bay is a restaurant with
40 outlets across UK, in which it has pursue direct selling to customers at it sites only. With the
support of this, restaurant is not need to divide its revenue or profit with third party along with
this, it also facilitates financial flexibility to set lower prices in order to attract customers and
gain competitive advantage. Turtle bay is able to adequately control its distribution cost and still
get aces to its target and potential customers and obtain a optimum level of profitability. But
along with this also created rigidity to expand the reach of products and services that directly
impact the sale of an organisation.
M2) Critically evaluate different types of sales structure.
As per the above discussion it is identified that sales structure is important for
organisation and this is executed as because this provides support in to targeting the customers
on the basis of predetermine structure through which confusion get reduced and save time
(Mattiacci, and. et. al., 2019). With the perspective of turtle bay restaurant, it has been using
geographical structure which help the company in to target the customer in the geographical area
of restaurant. With this approaches and strategies can be made through which company can
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influence the customers buying decision of particular location. Turtle bay has been conducting
the research in the area of its outlets and offer the products and services as per the need, taste and
preferences of customers.
P5) evaluation of key principles and techniques for selling and in maintaining relationship with
customers
Key principles are define as the rules, norms, values which has been develop in order get
desirable outputs of an individual and team which is being utilised for finding out specified
actions. Effective principles are necessary for developing objectives and policies. The principles
of selling are discussed below:
Principles for selling
Selling is all about relationship: Within the business for the effective sale it is important
for the firm to develop a strong relationship with customers. As an effective and healthy
relationship impact the mind set of the customers towards the particular product or service. It has
been analyse that there is tough competition within the market in which to attract customers it is
essential for company a good relationship with the audience (Dewsnap, and. et. al., 2020). With
the perspective of turtle bay restaurant, for maintaining a healthy relationship this has been
represent prominent interest of customer while obtaining their trust with the support of their
values. Restaurant tend to provides their best services along with food and beverages and in
stipulated period of time which is useful in developing healthy and effective relationship with
the guest.
The sales is not about product but their problem: It is essential for the company to keep
the customers priority while summarising value that is associated with the services of company.
For every business effective sale is about improving profitability and image within the market
place with support of products and services. In terms of turtle bay restaurants, they has been
considering the demand and reason behind purchasing of customers it may be prices, effective
service, quality and taste of food. This will influence the buying decision making of customers
and restaurants undertaken the prominent points on the basis of value feature and benefits for sell
their products ans services(Guenzi, P. and Habel, J., 2020). Other then this,company need to
resile the problems regarding defective portion of the products and services they offer to
customer that support in to build better relationship.
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Price and value go hand in hand: Products offer by the company to customer develop a
competition with the market market which could not impact the features but creates changes in
price. Price defines the value for the product which is created by the company and also represent
that what it can offer to potential buyers. If the customers thinks that the product is expensive it
means company did not create a value for product. In relation to turtle bay restaurant, they has
been created a value for their services through provides the memorable experience which is
atmosphere in restaurants in affordable prices.
Techniques used in selling
Focus on right leads: When a company ficus on the right leads it tend to provides better
success rates, larger average deals and higher customers base for the longer period of time. This
is associated with the understanding of what makes a lead suitable for the company (Deeter-
Schmelz, D.R., Lauer, T.P. and Rudd, J.M., 2019) . This started with knowing that who are the
targeting customers and determine their needs and demand and how a company can align their
offering with customers requirements. In context to turtle bay they has been conduct a survey
and collect the formation about demand of local customers through which they have been
adapting the trend of lower sugar and the prevalence of vegan and vegetarian food.
Make the customer hero: Customer is an individual which has been purchase the goods
from the business. Every organisation has been work to sell their offering and maximize the
profits that can happen only when customer is attracted towards the product and ready to buy
that. For this guest are considered as the necessary aspect that help in to save company while
providing success and growth (Han, X. and Chen, Q., 2021). In this, the role of company is to
help customers through providing goods and services through which it can endure the success
and longer sustainability.
M3) Critically evaluate the application of successful selling principle and techniques.
As per the above analysis it has been identify that are various selling principles and
techniques that has been used by the company in order to enhance the sale and growth of the
company. In addition to this turtle bay is using adequate principle and techniques which is
helping this restaurant in improving its sales and in building strong competitive advantage. With
the help selling principles turtle bay ensures strong customers relationship which helps in to
increase sale and add value to restaurant (Inks, S.A., Avila, R.A. and Talbert, G., 2019).
Moreover, it direct towards understanding the requirements of customers needs and prioritize
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them. With the help of this restaurant ensures it growth and longer sustainability with strong
customer base.
P6) importance of developing sales strategies for highest profitability
Turtle bay restaurant has emerging in markets in terms of target customers and provides
food, drinks and fun nights to people at UK as this has opened 40 more sites or restaurant across
Britain and creates fun, happy ambience environment for the customers. In regard to this,
company need to plan sales strategy so that better quality and satisfaction can be provided to
customers. There are various importance of sales strategy that have been discussed below:
Enhance sales and profitability: the most basic benefit of sales strategy is to enhance and
maintain high sales and profitability in specified period of time. There are several factors
including reducing cost and expenses and financial planning that can be obtained while setting
the targets in terms of improving the sales(Bellurkar, N.J., 2018). With the perspective turtle bay
restaurants, it makes the sales strategy which includes proper allocation of resources and right
mode of promotion so that sales and profitability can be increase.
Understand target customers: This is one of the biggest advantage of sales strategy which is
useful for turtle bay restaurants, as strategy help in to better understand the need of the customers
so that company can fulfilled the need of the customers and satisfy to optimum level. For that
company has to focus on prominent utilisation of resource so that sales can be increased
efficiently.
Higher customers awareness: Sales strategy generate the awareness among the customers so
that while focusing on the trendy products and services which is provided by the company. Sales
strategy for this also help in to build a strong relationship with the customers that help in to build
strong customer base . This has been essential for the higher sales and maximum profit for the
company. Turtle bat restaurant will enhance customers awareness with the prominent use of
promotional techniques for its services and different types which it provides at one place.
Competitive advantage: This is refers to a attribute which enables a company to stand higher
then its competitors at market place. This has been associated with the superior margin as
compared to the competitors and develop high value for the firm and its shareholders. Sales
strategy has been build and help in to enhance competitive advantage as it provides proper
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planing for sales, promotion and hire the right people at right place which facilitates effective
outcomes and results.
M4) Evaluate financial principles and successful portfolio management that leads to high
profitability.
It has bee identify that, there are various financial principles and sales strategy which
leads to the higher profitability(Wang, and. et. al., 2019). These principles and strategies has be
utilised in terms of arranging business policies and process that us used to accomplish the goals
and objectives of sales targets. Along with this, portfolio management enables organisation to
more effectively prioritize the project and more efficiently allocate the resources in different task
so that better outcomes can be received. It helps in to reduce the waste and cost do that
profitability can be increased. Financial principles are being opt by various in order to resolve the
problems and issues related to finance of company and help in to increase the annual turnover.
Selling is all bout maintaining a good and healthy relationship with customers that significantly
impact the sales of the company and facilitated higher profitability.
CONCLUSION
As per the above discussion it has been concluded that sales management define as the
process of developing sales force and coordination sales operations while implementing sales
techniques in order to achieve sales targets and objectives. There are various principles of the
sales management which help the company in to achieved the targets in a effective manner.
Moreover, sales structure is essential for the company this reduces the confusion and enhanced
the effectiveness with adequate structure, company save time and cost. Selling principles are the
one which outline certain, values, rules and norms that has been uti8lised for the successful
selling of company. With this, for the successful selling there are several financial principles as
well that help in to enhance annual turnover.
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REFERENCES
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Arifin, S., 2020. Sales Management: Strategi Penjualan dengan Pendekatan Personal. Salma
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Basheleishvili, I. and Bardavelidze, A., 2018. Net Platform-based Sales Management System
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Rouziou, M., 2019. The contingent value of pay inequalities in sales organizations: integrating
literatures in economics, management, and psychology. AMS Review, 9(3), pp.184-204.
Popp, and. et. al., 2020. An examination of the effects of outsourcing ticket sales force
management. International Journal of Sports Marketing and Sponsorship.
Stankic, R., Sadric, N. and Perovic, N., 2019. Sales management in the digital environment. In X
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Herzegovina, 3-6 October 2019. Proceedings (pp. 1835-1839). University of East
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Mattiacci, and. et. al., 2019. Sales capabilities in the wine industry: an analysis of the current
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Dewsnap, and. et. al., 2020. Flexibility in marketing & sales interfacing processes. Industrial
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Guenzi, P. and Habel, J., 2020. Mastering the digital transformation of sales. California
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Deeter-Schmelz, D.R., Lauer, T.P. and Rudd, J.M., 2019. Understanding cross-cultural sales
manager–salesperson relationships in the Asia-Pacific Rim region: a grounded theory
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Bellurkar, N.J., 2018. Automation of Sales Management Reporting.
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