Sales Management: Principles, Structures, and Strategies

This report explains the sales management of DHL Company and the different techniques adopted by the company for enhancing their sales. It covers the principles of sales management, sales structures, and the importance of selling through others. The report also discusses the finance of selling and effective sales strategies. Subject: Sales Management, Course Code: N/A, Course Name: N/A, College/University: N/A

Sales Management

EXECUTIVE SUMMARY
This report explains the sales management of DHL Company and the different techniques
adopted by the company for enhancing their sales. With this the report covers the sales structures
in various organisational contexts. Also, it explains the concept of selling through others with the
principles of selling applied in the environment of the company. Along with this, there is an
inclusion of the finance of selling which will describe the effective strategies that will earn
highest profits for the company.

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Principles of Sales Management. ....................................................................................................3
TASK 2............................................................................................................................................6
Sales structures and it’s effective implementation in the organisation. ..........................................6
TASK 3 ...........................................................................................................................................7
Importance of Selling through others. ............................................................................................7
TASK 4............................................................................................................................................9
Principles of Selling.........................................................................................................................9
TASK 5...........................................................................................................................................11
Importance of sales strategies........................................................................................................11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14
Books and Journals........................................................................................................................14
.......................................................................................................................................................14

INTRODUCTION
Sales management is the process of managing the core sales activities and coordinating
them effectively with the management. Sales motive is to maintain a constant level of profit and
productivity. Sales management is used in the business activity to generate the effective output in
the form of revenues which will be utilised in the functioning of the other departments of the
company. Sales management act as the backbone of the company which support the activities of
selling by collaborative working with other operational units of the company. This report is based
on DHL international group which is located in UK. The company was founded by Adrian
Dalsey in 1969 and delivers over 1.3 billion parcels across the globe in a year (Ahmad and
Saidalavi, 2018). It is a German courier parcel company which also provide express mail service
to its customers which has divisions in logistics. This report will show the implications of
different principles of sales management across the structure of the company. This report will
also cover the key principles and techniques for successful selling. Furthermore, it covers the
contribution of sales towards the management of customer relationships and enhancing the
revenues of the company. Lastly, it will cover the sales strategies that yield the profitability and
productivity of the company.
TASK 1
Principles of Sales Management.
Sales management is an activity used to attain the organisational goals through effective
selling. This includes the coordination, controlling of resources and workforce towards the
achievement of higher profitability. The organisation has wide range of sales goals which
includes increased sales volume, continuous productivity and profitability (Solinap, Talite and
Haro, 2018). In context with DHL, the company is running an effective sales management
technique that has enhanced their operations across the globe. Sales managements have the
following elements:
Sales planning: Sales planning describes the management goals regarding the future sales and
setting the targets accordingly. DHL Company targets their sales after evaluating the external
environment and customer preference. The company mainly focuses on the customers and their
dynamic demand regarding their services. There are some of the sales management principles in
relation to sales planning which are explained below:

 Sales Planning must be Simple: Sales plan must be easy to understand and manage by
the workforce effectively. Sales planning are performed by the sales department and they
define the targets according to the employee’s capability (Ameer and Halinen, 2019). As
the plan must be simple enough so that everyone in the organisation is able to understand
them and follow them to achieve the goals effectively and efficiently. DHL Company
defines their sales targets after evaluating their resources and employees skills for
achieving the goals of company.
 Sales Plan must be Analytical: The sales plan must be measured easily so that it will be
easy for the workforce to manage the resources for achieving it effectively. Analytical
plans are easy to measure and compare them when the plan is fulfilled. As the
comparison is possible the deviations can be analysed and the loop holes can be filled.
DHL Company defines the sales target in figures that are not too complex to achieve after
analysing the external factors of the industry.
 Sales Planning must Standardized: Sales planning must be follow certain standards of
working which will enhance the working of the operations of the company. Standards are
so important for making a worthy plan and it is better to set standard targets for effective
management of business. DHL Company focuses on certain standards which will define
the different management techniques for sales controlling and monitoring. That is why
the company is able to achieve its goals successfully.
It is important to make plans according to set principles as that helps to make better plans
and also to explain the employees and make them work with full dedication and
achieving the goals of the organisation.
Sales planning process
 Setting goals: The first step of sales planning process is setting goals for the sales
enhancement. DHL aims at setting goals which are realistic and attainable in nature.
 Analysing environment: The next step is to analyse the working environment of the
company. DHL have encouraged cooperation and teamwork in their working
environment. Due to this the workers are focused towards achieving the sales objectives.
 Developing Plan: The sales plan must highlight the sales strategy and resources required
in order to implement the strategy. DHL aim at developing the plan that will enhance the
sales and revenue of the company.

 Executing the plan: The company can execute plan by combing the resources with
human efforts which will enhance the efficiency and effectiveness of their working
operations.
 Evaluation of Plan: DHL can evaluate the sales plan by using various techniques. These
techniques will highlight the key performance indicators of the plan. Also, this will help
in eliminating the discrepancies of the plan.
Importance of sales management.
Sales management will help in overall evaluation of the distribution of the sales of the
companu. Also, DHL uses the sales management technique in order to identify the sales level and
to estimate the revenues out of it. With this it helps in managing the sales force which is oriented
towards the goal attainment of the company. This will help in establishing effective brand image
of DHL. The company uses sales management in order to motivate their sales force towards
attaining high standard of performance. DHL uses sales management for evaluating the
performance of the sales force and devise strategies for enhancing their efficiency.
Sales Reporting: It is the responsibility of the sales team to maintain the record of the sales
volume in order to devise effective strategies to enhance them. The key performance indicators
of the sales reflect the coordinated efforts of the sales team (Bălan, 2017). In relation to DHL, the
company uses sales reporting to determine the deviations caused to make certain improvements
to enhance the productivity. The key sales management principles in context with sales reporting
are as follows:
 Performance reflector: Sales reporting are a performance reflector of the sales team
who is working effectively to achieve the sale objectives of the company. DHL uses sales
reporting technique to compare them with past records to make certain improvements
required to achieve the desired goals. This is a method to identify that the sales team is
working in an efficient manner and are achieving the goals and targets that are given to
them on time.
 Analytical and improves productivity: Sales reporting must be analytical which will
enhance the productivity of the company. Being able to analyse the DHL uses this as a
tool which will encourage the workforce for higher productivity and profitability. As the
report is made it is easy to know the working and also it improves the productivity by
improving the area that requires improvement.

Methods of Selling: Selling is a transaction that involves exchange of good and services in
return of money by meeting the customers satisfaction. There are many methods opted by DHL
for selling their services across the globe (Pendala, 2016). These methods are explained below:
 Consultative Selling: It is a method which has the main focus on the customer rather
than just sells the product. As the company focuses more on customers it is able to carter
their needs better and provide them with what they want. This increases there sales of the
company as they understand the needs of customers and serve them accordingly. This
method is used by DHL to meet the customers’ expectations from their brand regarding
the services offered by them.
 Creative Selling: This method involves using tactics to attract the large customer base
which will enhance their productivity. Innovation is very important and useful thing to be
used in business as it attracts more customer's and boost the sales of the organisation by
doing something new which convenience the customers more. DHL uses this to maintain
their competitive edge in the external environment.
 Cross Selling: It is another method of sale that is followed by the organisation to
increase its sales and achieve profitable position in the market. This method involves the
sale of additional products to existing customers (Son and Bae, 2017). This method is
used to serve the customers better by giving them new products and fulfilling their
requirements. This is an effective marketing approach used by DHL to maintain their
global image and enhance their revenues through increased sales volume.
Hence, these are the key principles opted by the company in managing their sales effectively.
These methods are useful for DHL to boost the sales and achieve the targets that were set by the
organisation.
TASK 2
Sales structures and it’s effective implementation in the organisation.
Sales structure can be defined as segmentation of the sales team of the company. DHL
Company divides the sales team into specialized groups which will work effectively towards the
desired goals of the company. The structure of sales differs in different organisations according
to the products and service they are offering (Beuk, 2016). There are four types of structure
which are opted by organizations in managing their sales operations. There are geographical

organisation structure, product sales force organisation, product market structure organisation
and functional structure which are used by firm to sell their product to customers.
Different sales structures
The sales structures are as follows:
 Geographic Structure: In this structure the company assigns a specific region to each
sales representative. This will help in reducing the cost and duplication of efforts for the
company.
 Product sales force structure: In this the company defines the sales force responsibility
on the basis of the products rather than the geographical area. This will help in enhancing
the products expertise of the sales representative.
 Market Based structure: In this the sales representatives are grouped by the industry or
the customer. This will help the sales force in understanding the needs of the customer
and develop effective relationships.
Benefits of proper sales structure in organisation are explained below:
 Low cost: A proper sales management structure helps in minimising the operating cost
for the company. As the minimum workforce will work effectively to enhance the
revenues of the company. As the sales team is divided in segments they don't require
much training so it helps the company to save cost. This also reduces the chances of
wastage of resources and enhances the profitability of the company.
 Less Duplication of Efforts: A proper sales structure will reduce the duplication as the
buyers are segmented according to their territory. The team is working region wise that is
why there are less chances of repetition of anything which is beneficial for the
organisation. This will reduce the efforts of the seller as they will segment the specialised
buyer and offer services accordingly.
 Customer Satisfaction: This will help in enhancing the level of customer satisfaction by
meeting their expectations effectively. Herein, the customers are served according to their
needs and place they belong to so the satisfaction level of customers is more by following
the sales structure (Steenberg, 2016). DHL satisfies their customers which has enhanced
their profitability and helps in product development.
 Efficiency in Selling Activity: This will enhance the efficiency in selling activity which
will reduce their chances of wastage of resources. Resources are scarce and it is

important to use them optimally for betterment of the organisation as well as
environment. This will also help in maintaining the competitive advantage in the industry.
DHL group can use the sales structure for enhancing their growth opportunities. This will
help the company in identification and evaluation of the needs and preferences of the customers
to serve them in a better way (Bocconcelli, Cioppi and Pagano, 2017). This is known as customer
sales force structure which is used to enhance the sales volume and revenues of the company.
This structure will define the customers according to their services requirements and then
develop strategies to sell their service to the customers. The company can use control
management and strategic planning methods to locate their services for different customers
across the globe. Manager can opt this strategy to identify potential customers for their brand and
transform them into the permanent customers through effectively service offerings.
TASK 3
Importance of Selling through others.
Sales personnel play a significant role in the generation of the revenues for the company.
The company has the responsibility to hire effective managers which can help the firm in
enhancing their operations across the globe. Sales person develops strategies that attracts the
customers and maintain a strong customer base. Manager has the responsibility to use different
methods to attract the potential customers and retain the existing customers. The sales personnel
are dedicated towards their target and try to achieve tem effectively to sustain their competitive
advantage. In context with DHL, sales manager of the company is working towards the
achievement of the organisational goals and also recruit effective personnel to work for the
achievement of short term sales target (Bondalakunta, Chityala and Seelam, 2016). The sales
manager provides proper training to their team members so that they can form an effective team
in a short span. Also, it is important to fulfil the marketing needs of the company as marketing
helps to inform the customers about the products and creates awareness about it.
Benefits of sales oriented workforce.
 Sales oriented workforce enhances the performance level of the company and helps in
achieving the targets. The firm focuses on generating revenues which will help in
motivating the employee for sustaining the productivity level. This will also enhance the

workforce diversity across the organisations. This will also help in building an effective
image for the customers.
 Revenue generation can be achieved by developing the effective strategies which will
help in enhancing the performance of the employees of the company. Revenues will
motivate the employees to work effectively. The generated revenues will help in the
product development and implementation of strategies.
 Sales oriented staff is focused towards maintaining a good brand image of the company.
This will help in enhancing the value added products of the firm which can be offered to
the customers (Thaichon, Quach and Palmatier, 2018). This staff will help the company
in getting an effective staff who is focused towards the working environment of the
company.
 This will also help in promotion of the product of the company. The promotional
techniques will persuade the customers to make an immediate purchase of product of the
company. The promotion of the product will build an effective perception of the company
in the minds of the customers.
 The market share of the company will also get enhanced as the promotional techniques
will encourage motivation among the employees of the company. These promotional
techniques will help in building a customer force that will persuade the customer for
immediate purchase.
 This will also help in creating effective customer relationship which will innovate the
products according to the customer’s preference. This will encourage the workforce to
work effectively towards the attainment of goals of the company (Vijaivargia and Garg,
2019). In context with DHL, the company focuses on maintaining effective relationship
with its customers and competitors.
In context with DHL, the company uses different strategies which will attract and retain a
loyal customer base which will enhance their growth prospects. The manager provides training to
their employees which will enhance their sales operations across the globe. The manager
implements different techniques to retain and motivate the workforce which will help them in
attainment of goals of the company.
Selling Through others
Selling through others can be done in two ways:

 Traditional Selling: The traditional selling can be described from zero level distribution
channels to three level distribution channel system. In this the company uses retailer,
wholesaler, agent as a means for connecting and delivering the goods to the customers.
This will help in establishing effective relationships.
 Modern Channels: This can be defined as the channels which help in connecting with
the customers through digital means. DHL aims at connecting with the customers by
selling their services through online platforms. As this will help them in encouraging
modernisation in their working environment.
TASK 4
Principles of Selling
Selling is an art of offering the products to the customers to satisfy their expectations from
the product. The manager follows certain principles of selling which can be explained as follows:
 Selling involves building relationship: The selling concept involves the customer
relationship. The sale amount does not matter but the management of customer’s
relationship is the key motive of the company (Brockman and Reynolds Co, 2017). The
company is working in the external environment where they face severe competition.
This includes a combination of image building, identification of needs of customers,
enhancing the trust and adding value products. The company offers these combinations
which enhances the customer’s relationship.
 The sale does not involve the product but focuses on the customer problem: This
principle defines that the sale focuses on the problem of the customers. This will help in
enhancing the customer’s relationship by satisfying their needs and wants. The key
success for the sales operations is to identify the reason of buying decision of customers.
The manager can identify the problem of the customer by targeting their emotional reason
which will help in understanding the customers effectively. The customer problems are
solved effectively which will ensure that the customer gets satisfied.
 Price and value are interrelated: The Company is working in the external competitive
environment which enhances their working operations across the globe. The price of the
product is fixed according to the value oriented with it. The prices must be set after
evaluating the customer’s preferences which will help them in getting a clear picture of

their expectations. In context with DHL, the company mainly focuses on the value
oriented products and services which will help in enhancing the customer goals and
objectives.
 There is no sale unless you close it: The seller has to close the sale effectively in order
to make sure that the customer does not shift to another brand. The responsibility of the
seller to convince the buyer in such a way that the buyer immediately purchases the
product (Essl, Kosfeld and Von Bieberstein, 2018). The customer always tries to search
the minimum priced product with best quality and for that they search more than one
seller. Now to close the sale, the seller has to convince the buyer for immediate purchase.
 Those who listen, win: The selling is all about listening the customer preference and
problems effectively to provide them efficient products for meeting their requirements.
The seller has the duty to convince the customer after listening their reason for buying the
product. The seller has the duty to make sure that the customer needs are fulfilled on time
and they get fully satisfied with the brand.
Hence, these are the principles of selling adopted by different organisation for enhancing
their sales volume. The seller adopts these principles which will also helps them in building
customer relationship. It is important to maintain effective customer relationship so that the
company can serve them in a better way. the main focus of the mangers is on the selling and
promotion of the products which will enhance the competitive image worldwide.
Selling strategies.
For closing the sale, it is important to adopt the effective sales strategies which will enhance the
sales volume of the company. These strategies are explained below:
 Set specific goals: In context with DHL, the company focuses on setting the goals which
can be measurable and easily achieved by the sales team. The company sets the goals according
to the production volume and the external market trends which will help them in setting a
specific sales target (Guduru, Mohammed and Sare, 2016). This will also help in maintaining the
sale volume of the company by meeting the quality standards which will help in achieving the
desired goals.
 Analysing Past Sales: The Company must analyse their past sales in order to set the
targets for the sale. Past sales will helps in reflecting the deviations of the workforce which will
ensure the further improvements. Also, DHL focuses on analysing the past sale for the purpose of

increasing the operational performance in the working environment of the company. This
analysis will also help the company in achieving higher market share with maximum returns.
 Commence by targeting small markets: DHL group focuses on targeting small markets
which will help the company in getting connected with local customer groups which will
promote their product. The company also targets those customer groups that easy to convince so
that they can purchase the product. The company must target the small market in order to
maintain productivity. This target marketing will ensure that the company will targets the
segments of the customer group and divide them on the basis of their geographical location.
 Research on customers: It is important for the company to keep updated regarding their
customers preference which helps in enhancing their sales volume. This will also help DHL
group in sustaining their growth level. This will increase the efficiency level of their operations
and workforce. DHL company adopts this strategy to attract the large customer base towards
their brand which will sustain their market share in the industry. The research will help in
developing the products according to the needs of the customers which will ultimately enhance
their market share.
 Listen to the prospects: The Company must listen to their prospects and analyse them
effectively (Hoff, SAP SE, 2018). The DHL Company focuses on searching the customer
preference and evaluating them so that they can produce the product accordingly. This will help
the company in achieving their SMART sales objective which will enhance their growth
prospects.
Hence, these are the strategies adopted by the company for enhancing their business
operations. This will help in the entering the global market which will enhance their operations
and production. This will sustain their competitive advantage for the company.
TASK 5
Importance of sales strategies
DHL group works in an international where it is important to maintain a good strategy.
These strategies help in achieving the desired goals which will enhance their sales volume. This
will ensure the customer satisfaction and efficient management of operations of the company. It
also helps the company in maintaining a good image in the competitive industry. Strategies are
prepared in such a way that it can be achieved easily. Some of the strategies are as follows:

 Perfect sales pitch: The Company must devise the strategies in such a way that it will
motivate the employees to achieve the sales target effectively. In context with DHL, the
company takes into consideration the benefits associated with services offered to
customers. The sales pitch of the company must be high in order to achieve the target for
the company. This will also motivate the workforce to ensure proper growth and survival
of the company in the competitive environment.
 Flexible: As per current market scenario it can be defined as the taste, preference of the
customer and their changing lifestyle that affects the buying motives. The manager of
DHL Company focuses on understanding the buying motive of the customers in order to
achieve the sales targets (Lazuardi, 2019). During this the company can face some of the
issue as the customers are dynamic in nature. The operations of the company must be
flexible in order to sustain the company's competitive edge.
 Aligned sales and marketing: The Company’s main focus is to maintain a balance
between the sale and marketing. As sales involves the selling but marketing involves the
promotion of the product of the company. The marketing strategies help in attracting the
potential customers towards the brand. The marketing will ensure the updates of the
current competitive environment. this will also help in promoting the product of the
company.
 Customers’ needs analysis: It is the duty of the manager to critically analyse the
requirements of the customer from the product. The products will enhance the satisfaction
level of the customers and also attract the potential customers in future. DHL Company
focuses on the identified and unidentified needs of the customers. The company also
focuses on the customer needs to make sure that their customers will retain in their base
for longer duration.
 Seasonal Pricing: This is an effective strategy that affects a large customer base. This
will help DHL company in enhancing their operations across the globe. The company
‘spays more attention during holidays which will attract the customer’s base which will
enhance their satisfaction level. Competition is majorly high during seasonal business but
sales are also at peak level which enhance the growth prospects of the company. seasonal
pricing will also ensure that the company will earn a higher profit by selling effective
products to the company.

The above discussion clearly describes the importance of strategies in enhancing the sales
operations of the company (Mellado-Cid, Jory and Ngo, 2019). DHL group focus on the festival
season which enhances their courier services and they take major advantage which enhances
their market share in the industry. This also helps those attracting loyal customers to whom they
can offer various packages and this will enhance their productivity.
Principles of selling
The principles of selling includes after sales services, conflict handling and many more
which help the company in enhancing the satisfaction of the customers. DHL uses these
strategies for clearing the conflicts and issues of the customers. As this will keep them satisfy
with the services of the company. Then the customers will retain for longer duration. This will
also develop effective customer’s relationship and will enhance the customer base.

CONCLUSION
From the above report it can be concluded that sales management is important for a
company to maintain their efficiency level. This will help the company in achieving their desired
goals and objective. This report also provides an understanding of the importance of training and
development for the sales workforce. There are different sales structures opted by the company
in order to sustain their success. The firm focuses on the maintaining the goodwill and reputation
which will help them in sustaining a competitive edge. The company provides a number of
services like courier services and many more. Also, there are many steps taken by the marketer in
promoting the products of the company across the globe. This report provides a clear
understanding of the managers of DHL towards the customer satisfaction and innovative product
development. This also helps the company in maintain their sales targets resulting in higher
profitability and productivity. This report also focuses on the sales and selling concepts. This
report explains about the balance between the selling and marketing techniques adopted by the
organisation.

REFERENCES
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