Sales Management: Principles and Techniques for Successful Selling

This document discusses the key principles and techniques of sales management, focusing on the significance of sales planning, sales reporting, and methods of selling. It also explores the concept of 'selling through others' and its advantages. The document provides an introduction to the product range of Mokin, a brand offering an ultra latency wireless display transmitter with a USB-C HUB. It highlights the importance of building and managing customer relationships in sales.

Sales Management
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Table of Contents
Introduction......................................................................................................................................3
TASK 1............................................................................................................................................3
Key principles of sales management in context to significance of sales planning, sales
reporting and methods of selling............................................................................................3
Relation of sales management................................................................................................4
TASK 2............................................................................................................................................5
An introduction to product or service range supported by company data and industry trends.
................................................................................................................................................5
Principles & Techniques..................................................................................................................5
Describe & explain the key principles and techniques of successful selling relevant to the
company.................................................................................................................................5
Describe the concept of ‘selling through others’ and explain the importance and advantages of
using this sales technique. Use relevant examples to enhance your answer..........................7
Critically Analyse how these principles and techniques contribution to building & managing
customer relationships............................................................................................................8
Evaluate sales structures relevant to the product range..........................................................8
Critically assess the implementation of different sales structures, illustrating with specific
organisational examples.........................................................................................................9
Explain sales strategies maximising profitability as a critical element of corporate account
management within a defined sales structure.........................................................................9
Evaluate and recommend how an efficient sales structure can improve financial viability, and
assist a strategic advantage over competitors.......................................................................10
A set of conclusions and recommendations feeding through to an executive summary......10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
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Introduction
Sales management is a process in which a organisation is willing to develop their own sales
force and implementation of various techniques of sales in order to enhance present level of sales
of their product. It is an essential requirement in the present scenario to ensure continuous
growth of a company. In this report there is a company named Mokin that is launching its first
Ultra latency wireless display transmitter with a USB-C HUB. In the present situation of
economic slowdown due to COVID-19 it has become very crucial to have a some effective sales
strategies in order to survive (Malek, Sarin,. and Jaworski, 2018). The report consists of
different types of product range and information of sales script so that overall sales of the
organisation can be enhanced. Lastly some recommendations have been provided to enhance the
sales for this organisation.
TASK 1
Key principles of sales management in context to significance of sales planning, sales reporting
and methods of selling.
Sales management define as one of the most important function of an organization which
is included in the sales of product with the motive of increase of profit and revenue.. For this,
revenue manager of the organization is responsible for increasing the sales of the company which
leads towards the enhancement of revenue (Pushkar. and Pandey, 2019). There are some specific
sales management principles which is required to follow by the management team of MOKIN so
that they can get favourable outcomes in an effective manner. Some of the most essential
principle adopted by the company are as follows:-
Manager makes important difference: It has been said that the quantum of sales is
produced by the company which shows the skill of sales manager. by an enterprise clearly
demonstrate the skills, capabilities and potential of Sales Manager of a company. Along with
this, it has been said that with the help of skilled sales manager company will be able to get
positive outcomes, minimise the employees turnover ratio, as well as increases the quality of
goods. In this context, sales manager of MOKIN takes everything in account &maintains
positive behaviour with their workforce so they can attain their goals and objectives.
Lead by creating example: A skilled and capable sales manager within the organization
develop a discipline culture in which they tend their attitude for setting examples in front of the
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staff members. In reference to MOKIN, managers of the company develop various strategies
and policies as well as adopt them so they can maintain the workplace positive at the competitive
marketplace.
Relation of sales management
For every business entity, it has been said that the success of an organization is highly
dependent on the interrelationship among the organization and sales manager of the company.
Interrelationship among sales management principles are going to be discussed as follows:
Effective Sales force: It is required by the management team to hire skilled candidates so
that they can easily assist them in order to achieve their goals and objectives in an effective
manner. In the present context of MOKIN, managers of the company provides adequate training
and development session to their existing staff members so they can act in a positive manner in
complex or adverse situation (Reid. and et. al., 2017). This as a result assist companies in
increasing their sales in a favourable way.
Improvement of effective reporting system :It has been identified that reporting is one of
the most essential internal element of sales management. With the assistance of effective
reporting process an organization can enhance the validity as well as reliability of employees
performance in terms of sales (SEZGİN,. and TELİNGÜN, 2016). In relation to MOKIN,
manager creates an optimal reporting procedure in order to identify the performance of staff
members which as a result aid them in taking any sort of taking decisions. This as a result helps
them in order to increase their sales and profitability at the marketplace.
It has been identified that the buying behaviour of customers plays very essential role in
the enhancement f sales of an organization. It is categorized into two main categories:
(A) B2B
(B)B2C
Consumer purchasing behaviour procedure
In the present changing environment, needs and requirements of customers are modifying
on a regular basis . Consumer become more sensitive and mature towards the quality, price as
well as characteristic of the goods. In the present context of MOKIN company focuses on
satisfying the needs of customers and for this they examine the marketplace on a regular basis.
This will assist them in fulfilling all their requirements in an effective manner.
Business purchasing behaviour procedure
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In context of buying behaviour of business, it is said that managers need to effectively
communicate with their client companies so they can fulfil the requirements and demands
effectively (Syam,. and Sharma, 2018). Therefore, managers need to conduct effective
communication with their clients so they can identify their needs and provide them goods and
services accordingly.
TASK 2
An introduction to product or service range supported by company data and industry trends.
Mokin is a brand that is offering a ultra latency wirelesses display transmitter that is a
complete hub of a technology. It I basically meant for fulfilment of the requirements of
transmission of the message in a limited period of time and with minimum amount of delay.
Mokin is a brand that is offering a feature of compatibility & various features in order to
save the power as they possess a power saving design and it is helping in making it more
companions for the USB-C devices of their customers or users.
Mokin is a one roof or on stop solution for people who are willing to gap completely
wireless and they want to have a compatibility solution to all their wireless requirements.
Principles & Techniques
Describe & explain the key principles and techniques of successful selling relevant to the
company.
While there has to be a successful selling of a particular portfolio or a product each
business organisation is willing to develop something different and a unique strategy that can
help them in attainment of a competitive advantage. It can help such business organisations in
increasing their sales in more effective manner. There are various key aspects along with the
techniques and principles that have to be considered. In case of Mokin, there will be use of
certain principles to make sure that their wireless technology is actually reaching to customers
and target people:
Key principles of successful selling:
 Selling is relating to building long term relationships: It can be said that it si a principle
aspect of every seeling function in each organisation. In Mokin also there has to be spate
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sales force that has to be made by the management of the company in order to build some
effective and long term relationships with their customers (Ullah, Ranjha, . and Rehan, .,
2018). If in one go a sales person is able to create a positive impact on the prospective
customer about their product and by means of some informal talks build up a relationship
with that customer then it is going to be very profitable n long run as one satisfied
customer with the product is always willing to be associated with the brand and its
products whenever there is a requirements of such product in near future.
 Price and value go hand in hand: In case of present changing scenario of companies
and industries it can be clearly observed that there has been complete transformation in
the way in which now companies are willing to transfer the value of product to their
customers. There has been complete shift in which customers are realising or acquiring
the value from a product they are paying for. There has been lot of competition in the
external market as similar products are offered by many different brands at really very
high competitive prices. In case of Mokin, it is the responsibility of sales department and
sale manager that they have to make sure that they are taking only that price that so
accordance with the overall utility and value which they are offering in their products. It
is the most essential requirements in order to increase sales of a particular product and to
actually convince customers to buy a product. The wireless technology started by this
brand is completely new and different so there are possibilities that a slightly higher
process can be charged but then also it must be in accordance with the overall utility of
the product so that customers may feel that they are getting according to what they are
paying.
Techniques of successful selling:
 Magnify overall pain of customers & make the cost present, real & unbearable: The
most commonly used techniques that acn be used by the selling and marketing team of
Mokin is that they have to understand what are various obstacles in the external market
such as in terms of high competition, strategy of pricing and competition from the exiting
rivalries who are offering price or product based competitors. After having a deep
insights of these topics only there must be further formation of strategies by Mokin.
 Help them sell themselves (AKA: Sales Aikido): In present case of mokin and their
wireless technology it can be said that the selling department should understand that the
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most competent sales force is actually never involved into “selling” or they are never a
part of convincing anyone with regards to their product instead they have to make
customer understand and feel that they will be getting a higher value for the price they are
paying and part from this if customer does not possess a need for that product than
attempts have to be made to realise a customer about requirements of such product.
 Don’t Over-Personalize the promotional campaign for enhancing the sales: In every
organisation there should be efforts made in regards with that there is never be high
personalisation that should be a part of any sales campaign. Instead there should be all the
strategies that are revolving around the target market and target customers. Such as it can
be said that for Mokin there must be customer personalisation which means customers
must feel the need of wireless technology of Mokin and then there must be more focus on
increasing the sales of such product with help of high customer interest.
Describe the concept of ‘selling through others’ and explain the importance and advantages of
using this sales technique. Use relevant examples to enhance your answer.
“Sales through others” is a very popular phenomenon that is used for purpose of increasing
sales by many organisations. It is a type of sales technique that is adopted by many organisations.
The basic concept on which this technique is based on consist of that the retailer will be
purchasing the product and stock from various manufacturer or wholesalers and then they poses
the responsibility of selling those products and helping them to reach out to their target segment
of buyers or the final customers.
Selling through others is a word of mouth that is related with increasing overall
productivity and brand reputation without many efforts that is being done by the selling or
marketing department of the company. Additionally, it can also be said that this is a term that is
associated with the suppliers to sell their products successfully with the overall value and benefit
that is being offered to the users of their products. Such as in case of Mokin the wireless
technology will be actually offering a complete solution to their customer to fulfil the
requirements with the transmitter as it will be helping their user in going completely wireless. It
offers features such as all the cool gadgets of their customers can be gone completely wireless. It
can also help in porting their printers, mouse, keyboards,, headphones etc. Also the Micro SD
card that is connected will be very helpful on keeping everything connected for ensuring a
smooth delivery. Plus the portable feather of Mokin is also very helpful in carrying it from
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anywhere at any time without any burden for the person carrying it. All such features of the
product will be actually very helpful in increasing and enhancement of the present sales of the
organisation without nay much efforts that has to be done by the marketing or selling department
of the organisation. As whenever the customers will be use the product the feature and benefit
actually offered will automatically lead to promotion of their products and increasing are sales.
Critically Analyse how these principles and techniques contribution to building &
managing customer relationships.
It can be critically analysed from the above discussed points that there are some of these
techniques and principles that can be very helpful for Mokin in enhancement of their sales
according to their prices. It will also lead to offering their customers higher value in terms of the
greater benefits and features that is present in their products (Homburg, Schäfer,. and Schneider,
2012). The concept of selling from other and the sales Aikido are related with offering high
value to the target segment of customers.
There has been only 34 days that are remaining of the campaign that was started by Mokin
in order to provide their users with the very first wireless display transmitter in the limited period
of time with a minimum amount of delay (Razmochaeva., Klionskiy and Chernokulsky, 2018).
They have been able to successfully make launch of their product and popularise it with the help
of innovation that is made by them very first time. So the above discussed two techniques that
are offering high value and selling through others can be very helpful for Mokin in enhancement
of their sales.
Evaluate sales structures relevant to the product range.
The overall sales structure of a particular organisation is related with the segmentation that
they have done in course of their business dealings or target market. There are many features that
are taken into consideration by an organisation while decided of their sales structure as it varies
with every brand and a product category. In the present case, Mokin is an ultra latency wireless
display that is used for the purpose of transmitting of USB-c HUB that is a complete display
technology. In the case of mokin there has to be enhancement of the overall sales structure of the
company that has to be analysed for achievement of high sales and a higher customer response.
Customers have to be effectively targeted by Mokin (Deac, Dobrin, . and Gîrneață, ., 2016).
There will be a target base of customers that is basically into corporate or are into use of
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wireless technology so that they will be able to use and can realise the importance of a portable
and a wireless devices for their regular use in their business dealings.
Critically assess the implementation of different sales structures, illustrating with specific
organisational examples.
` In the present scenario, it can be said that the overall sales structure of Mokin that will be
applied by the company will be based on their geographical structure or segmentation. It will
help in categorization of their customers based in the location in which they are living. It will
help in having clarity as to how there will be approaching strategies of customers that have to be
formed by the organisation in their course of business dealings. It will further lead to market
specialisation that will be developed by Mokin in order to enhance their sales as after the
customer have been segmented based on their key and overall requirements and needs there will
be more ease for the marketing department to form their strategies of approaching these
customers at a given point of time (Cummins, Peltier, and Dixon, 2016). Geographical
segmentation is a very effective tool that can be used by organisations in order to target the
customer base accordance with their specific location.
Explain sales strategies maximising profitability as a critical element of corporate account
management within a defined sales structure.
It can be said that a sales strategy is comprise of a effective strategy to establishing
connection with their customers there will be a proper structure that will be established in which
there will be a differentiation made of the whole target base of customer and according to that
differentiation each category has to be approached with some amount of customising techniques
and strategies (Adebisi, Adejuyigbe, . and Amos, 2020). Such as in case of corporate there will
be a sample product that will be send to some randomly selected individuals. Once, people will
be satisfied after using the product then it is going to lead towards mouth publicity and as
corporate worked is very wide and having no boundaries it is going to lead high sales as people
are going to recommend to their friends, social groups, superiors, subordinates, colleagues.
Sample of satisfied customer will be helping in creation of a more customers and generation of
lead with just minimum investment of some free samples being structured in high densely
populated companies having a minimum of 250 employees working at a particular point of time.
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In case of Mokin, there will be increase in sales with help of use of various social media
platforms of digital media tools such as marketing campaigns that has already been started will
be expanded to areas such as facebook, Instagram so that large number of customers can be
approached at a given point of time (Ingram, . and et. al., 2015). There will be use of a complete
only strategy for approaching the customers.
Evaluate and recommend how an efficient sales structure can improve financial viability, and
assist a strategic advantage over competitors.
It is very crucial that companies that are involved into sales structure can make improvements in
having moiré viability and strategic advantage from their different set of customers (Achhra,
Tsikine,. and Paykis,). In case of Mokin, there will be A sales structure plays a very effective
role in enhancement of sales as it helps in structural transformation of overall strategy in such a
way that there is a complete clarity for the sales department as to in which direction the company
has to frame their strategies in order to achieve higher growth and higher sales.
A set of conclusions and recommendations feeding through to an executive summary.
Conclusion: It can be summarised that, Mokin has to make efforts to enhance their sales
in development of customer relationships and adoption of unique selling propositions so that a
effective approach that is used for development of value according to the price paid by
customers.
Recommendations: In present case it is recommended that Mokin has to develop a
product according to their target base of customers. Now as there is a wireless technology that is
being used by this brand so its use is revolving around people who are in requirement of regular
of this wireless display transmitter with a USB-C hub.
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CONCLUSION
From the above report it can be said that sales management is playing a very crucial role as
it is helping in actually enhancement of present revenue of a organisation. It helps in to
segmentation of the market and further formation of sales techniques based on the requirements
of target market. It is also very useful in launching of the new product that is a wireless USB for
the target market.
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REFERENCES
Books and Journals
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Responsibility and Brand Switching Behaviour of Subscribers of Mobile Network
Providers in Akure Metropolis, Ondo State, Nigeria. American Scientific Research
Journal for Engineering, Technology, and Sciences (ASRJETS), 66(1), pp.35-46.
Cummins, S., Peltier, J. W. and Dixon, A., 2016. Omni-channel research framework in the
context of personal selling and sales management. Journal of Research in Interactive
Marketing.
Deac, V., Dobrin, C. and Gîrneață, A., 2016. Customer Perceived Value-An Essential Element in
Sales Management. Business Excellence and Management, 6(1), pp.43-55.
Homburg, C., Schäfer, H. and Schneider, J., 2012. Sales excellence: Systematic sales
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Ingram, T. N. and et. al., 2015. Sales management: Analysis and decision making. Routledge.
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Pushkar, B.K. and Pandey, S., 2019. Role of Promotional Strategies in Rural Market.
Razmochaeva, N. V., Klionskiy, D. M. and Chernokulsky, V. V., 2018, September. The
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