Sales Management: Principles, Structure, and Strategies for Success

This document provides insights into sales management principles, the importance of sales structure in the hospitality industry, the need for sales-oriented human resources, different channels for sales distribution, and techniques to build long-term relationships with consumers. It also discusses various strategies for successful sales.

SALES
MANAGEMENT

Table of Contents
INTRODUCTION..........................................................................................................................3
TASK 1...........................................................................................................................................3
P1 Important principles of sales management along with planning, reporting and importance 3
TASK 2...........................................................................................................................................4
P2 Sales structure along with its necessity in a hospitality industry..........................................4
P3 Need for sales oriented human resource...............................................................................5
P4 Different channels for sales distribution...............................................................................7
TASK 3...........................................................................................................................................8
P5 Various techniques as well as principles to sell and build long time relationship with
consumers...................................................................................................................................8
TASK 4...........................................................................................................................................8
P6 Different importance of strategies for sale...........................................................................8
CONCLUSION.............................................................................................................................10
REFERENCES ............................................................................................................................11

INTRODUCTION
Sales management refers to a process in which development of sales, sales operations, as
well as implementation of different techniques of a business takes place in order to increase
their productivity and profits as well. Sales management which business used to generate output
in form of revenues, these revenues are utilised by other departments for their functioning. Sales
management act as a backbone for whole form where it sell products by attracting customers
and manage all the functioning related to sales and allied activities. This report is based on
Marriott hotels which is located in US (Jones, 2020). It is American international hotel industry
which is operating in more than 20 Nations, it also cover Asia and Europe with it. It has more
than 1 lakh bedrooms for their customers and hotel in every tourism city. This was founded by J.
Willard Marriott in 1927. This report will show different theories of sales management which
will help business structure generating more revenue. This report will also include various tools
and techniques which are used in selling and establishing good associations with customers
within hotel industry.
TASK 1
P1 Important principles of sales management along with planning, reporting and importance
Management of sales can be evaluated as a function in which business organisation will
influencing the sales person and sources for generation of revenue in a way to achieve the
mission in appropriate way. In context of Marriott, sales management staff of the hotel has their
main focus on managing the sales executive in suitable way for boosting the sales and
increasing profitability level of firm. There are number of factors of sales management which
are discussed as:
Sales Planning: Sales planning can be determined as a forecasting of upcoming sales
program which firm want to execute to achieve its sales objectives in a given time period. In
context of Marriott hotel, the manager of firm plan for appropriate sales targets which firm want
to achieve within a specified time period. This will help it generate good revenue and execute
proper sales strategy for the products which it wants to launch.
Recruitment of Sales staff: This is the process of hiring talented employees in
organisation where HR department have their main focus on identifying the qualities and
capabilities of new employees and guide them to perform the job with their full quality. In

reference to Marriott hotel, the supervisor of sales will guide these employees and identify the
selling qualities in them to fulfil the objectives of sales department. Knowledgeable sales
persons will be identified from all and used to fill the vacant posts in organisation.
Sales Reporting: Sales reporting in a firm can be defined as a process of identifying the
difference between total revenue and cost implemented by firm for generating that revenue in
hotel. Top level management play more importance in finding the entire performance of sale
group by matching it with standards determined at previous stages which help in increasing
productivity in work of police department (Lemken and Rowe, 2019).
Significance of Sales management
 This help firm in launching new products in market as it identify and analyse the market
situation with its research and development. This is easier for firm to open new product
and services in market. Marriott can also use this for opening new branches and
expanding its market share.
 A proper supervision in sales management also helps in decreasing the cost by using
resources in effective way. This will also help you in handling and delivering of product
and services with full efficiency hotels like create will also get benefit of low cost in
operations which will increase customer satisfaction as well as profit of hotel.
 Sales management also develop the form services according to the needs of customers
this will help married hotel attracting more and more customers towards its services.
TASK 2
P2 Sales structure along with its necessity in a hospitality industry
Sales structure can be defined as a process which an organisation follows to execute it
sales operations for generating revenues in a given time period. The structure may be varied
from different organisation as they are based upon the product and services of organisation
which is offered by its customer.
There are four types of structure which organisation can follow for its sales operations
which are Geographical organisation structure, product sales force structure, product market

structure and functional structure all these are related to sales structure which can be used by
firm for selling it product in market (Deepak and Jeyakumar, 2019).
Number of benefits of a proper sales structure in organisation which are mentioned
below:
Low cost: a proper sales management structure will help in lowering the cost of
production it use resources effectively in a managed way which will reduce the chance chances
of wastage of resources which will ultimately leads in cost benefits.
Load duplication of efforts: a proper sales structure will help in reducing the duplication
in efforts with customers this is because it organised the buyers in a perfect form with the
according to Territory of firm where there is decline in duplication of efforts because of
specified buyers.
Customer satisfaction: this will also help in customer satisfaction as sales representatives
will understand the needs of customers and will help them in building a strong relationship with
those customers who are frequently buying the product of company and boost the sales.
Efficiency in selling activity: selling activity is that function which is basic for survival
of organisation and there is hard need to increase its efficiency which is done by proper structure
in sales management .
Marriott hotel can use sales structure for success in their organisation, it will help them
in identification of customer needs of customers and market base structure which is also known
as customer sales force structure where the sales representative define customers according to
their product and then implement proper strategies selling the product to customers. This can
easily control management operation by strategic planning and locating the product to different
market. Manager of Marriott international hotel can develop different strategies which could be
used to identify potential customers and provide them good services for utilising resources in
proper manner and generating revenue from its sales operation
P3 Need for sales oriented human resource
Sales personnel play important role in organisation as they help in generating more
revenue and profitability which is important for survival.it is the main responsibility of
management to hire that manager which can help firm in effectively management of who are
desire to work in organisation (Brady and et. al., 2019). These sales persons help firm in
attracting the customers and making them loyal to organisation where they serve organisation in

a long period of time. Manager of firm have responsibility to list out all these employees in
organisation to work sales person. These all must be dedicated to sales function of organisation
which have to be formed buy them. In context of Marriott hotel, sales manager of firm is
working towards the achievement of objectives of firm and will also recruit the sales persons
which are essential for providing services which are offered by this hotel, they also help firm in
getting fulfilment of marketing needs as marketing is also a functions which should be
performed by the department of sales. As they have to attract customers in context of selling the
product and services which is offered by hotel.
Advantages of having a sales oriented work force
 This will help in increasing the performance level and sales-oriented staff will focus on
generating revenue and increasing the sale of the firm more and more they are motivated
toward the sales of product which in direct impact on the performance level increase it
(Mgiba, 2019).
 Revenue from will also up as sales director will only focus on increasing the revenue.
Dear prime focuses to maximize their product hospitality industry. Hear good policies
will help Marriott hotel to be benefited from this motivation of employee in their
performance.
 A well planned sales orientation trend always help in employee retention this is because
proper workforce planning in increasing the revenue from operations of sales
management where the revenue help in fulfilling the requirements of employees which
ultimately feed them and give the motivation to remain with organisation for long period
of time.
 This will also in help married in promotion of their product and increase in market share
as sales oriented employees always promote product and services in market which help it
in acquiring large market share.
 There is one more benefit of sales oriented work force is that it will help managing good
brand image this is because a sales oriented stock always promote the firm product
where there is more chances to increase in revenue firm which will increase its
profitability for long period of time at a profitable firm always have a good brand value
in market.

P4 Different channels for sales distribution
A manager has to choose between various distribution channels options which are available for
them in the market so that they can increase profits of the firm by increasing sales (Yin, Wang
and Shi, 2019). When Marriot hotels are studied company have successfully adopted four kinds
of distribution channels for its sales. Those are mentioned below:
Manufacturer: in hospitality industry sales distribution channel have an important role to play.
There are a number of products this industry used which a manufacturer creates then send it to
wholesalers from the wholesalers they are forwarded to retailer, a retailer is one who finally
send the goods to the end consumers.Through this distribution channel the products as well as
services are directly sent to end consumer without any middlemen. Marriot uses this concept of
distribution channel for giving services in bulk quantity.
Wholesaler: These channels of distribution are used by Marriott hotels when there is no contact
with and consumer of the company. Wholesaler are basically the stockist who buy products
from a manufacturer in bulk quantity . Marriot uses this form of distribution channel with the
help of advanced technologies offer a number of new products from this distribution channel.
Retailer: there are a number of promotion tools and techniques such as advertising, publicity,
promotions and many more adopted by supervisors and managers of Marriot hotels in a
requirement to to gain vast range of customers for them. They majorly focus on changing trends
and perceptions of consumers in the market. This is a continuous process in order to satisfy their
customers. Many times, they offer a number of free samples in order to gain new customers and
sustain the old customers for a longer period of time (Magnotta, Peev and Steffes, 2020). It is an
effective step in building a brand image for the company. Customers from its competitors can be
gained through this process.
Online: A manager in company is required to be knowledgable about changes going on in
market along with various innovations and technologies. There are many instances when
company uses different online platforms and social media networks in order to reach their
customers. Various segmentation of market strategies also uses latest technologies which benefit
then. The segmentation is including lifestyle, trip planning, outdoor events and many more.
These various tools of interactive marketing efficiently helps to improve consumer satisfaction
as feedback can be used to improve the services provided in the market by organisation
(Johnson, 2016).

TASK 3
P5 Various techniques as well as principles to sell and build long time relationship with
consumers
A number of methods and techniques present in market which helps an organization in
successful selling along with maintaining good relationships with their customers. Some of such
strategies used by Marriot hotels are mentioned below:
Efficient and active: it is required by every organisation to provide a number of efficient
services to their customers in order to work successfully in the industry. In context of Marriot
group of hotels, company pays its major focus on maintaining good relationship with their
customer keeping them happy and satisfied in order to stay in the industry for longer period of
time.
Vast customer range: Hospitality sector requires specially skilled and trained staff so that they
can provide customers with all their requirements and services. Every organisation has to face
problems while providing services to their customers effectively. Efficient staff is very helpful
in attracting customers. When considering Marriot hotels, managers pay major focus on
providing customers with innovative as well as new products introduced in market. This makes
them different from their competitors (SIM, 2020).
Transaction plus retailing: It is major objective of business to attain competitive advantage in
the market by providing the customers with better goods as well as services. When taking
Marriot hotel is into consideration Marriot focuses on building its brand and then attracting its
customers.
Strategies: In order to provide optimum quality of services and products to the customers the
managers and supervisors at Marriot group of hotels three pair such a strategy which can fulfil
their objective. They do it by creating good and what the relationships with customers and
satisfying them. It helps companies to build a brand image, stay at the top in competitive
market, increase revenue as well as increase its profits.
TASK 4
P6 Different importance of strategies for sale
It is important for a marketing supervisor in a hospitality industry to maintain a good
strategy in order to achieve all the objectives and aims related to their sales. They need to make

sure that all the guest that arrives to them are satisfied. They are required to carefully meet all
their needs. It also helps company to gain good position in competitive market. Strategies at
Marriott are prepared in such a way that all these can be achieved by company. Some of such
strategies adopted by company are mentioned below:
Perfect sales pitch: it is required by manager of the company to make sure that employees are
always motivated so that they can reach all the objectives and goals set up for them. When
taking Marriot hotel is into consideration there are a number of benefits provided to its
employees such as accommodation, health benefits, insurance etc.
Be Flexible: as per present scenario of market it can be easily identified that lifestyle and
changing taste and preferences of customers have a major impact on every business. This has
made it important for every manager to continuously look after changing trends and values in
market to give maximum value to their customers. A number of issues can be faced by any
company during adopting such new styles and requirements of the customers (Shih, 2019) .
When taking Marriot Hotels into consideration various strategies on which manager focuses are
for increase in sales are:
Aligned sales and marketing: Major focus by every business organization is paid on bringing
their marketing as well as sales in the same line. Marketing is responsible to increase sales for a
company. Also sales department helps marketing department to provide with a game or
objective. When focusing on Marriott hotels marketing team as well as sales team of the
complete work together to achieve a similar aim and objective.
Customer needs analysis: It is the duty of manager to critically analyses all the requirements of
the customers and fulfil them. The managers at Marriot hotels, focus majorly on the needs of
their customers which are identified as well as unidentified. This helps company to gain
competitive advantage and stay in industry for longer period of time.
Seasonal Pricing: this is majorly effective strategy in hospitality industry. It is adopted by
managers in order to increase their revenues. More attention is paid during holiday seasons in
order to attract more customers. When the Marriot hotel is into consideration price based okay
shoes and seasons are moulded in a way to attract more customers. Various special services are
also provided to customers during this period. Competition is majorly high in seasonal periods
when sales is at its peak.

The above discussion clearly describes the importance of sales strategy for the company.
Major focus by Marriot hotels is given on the strategy of seasonal pricing. This helps them to
take major advantage of the times when there is in hike in hospitality industry. This helps in
attaining loyalty of customers as company offers various packages and benefits to customers
during this period (David, Brennecke and Rank, 2020). This also helps company to compete
successfully against their competitors in the market.
CONCLUSION
The following report helps in concluding that sales management is an essential
element in any organisation specially in hospitality industry. Through This an organisation can
easily achieve all of its aims as well as objectives in this predetermined time period. The
importance of sales management required in order to coordinate with a sales person is clearly
explained in the report. Training as well as development of every member in sales team of an
organisation is an important part in any organisation. There are a number of sales structures that
which helps in improving sales as well as helps company to increase their profitability. Marriott
aims at achieving competitive advantage in the market building a brand image that any other
company in their industry. The firm focus on brand value and market reputation of their firm in
the market. They provide with a number of services like restaurants, dine out, accommodation,
rentals and many more to provide maximum satisfaction to the customer. There are a number of
steps taken by the organisation in order to gain loyalty from their customers so that they can
sustain in this market for a longer period of time. This report makes it clear that managers at
Marriott hotels are aiming at providing customer satisfaction and also wish to achieve
employee’s satisfaction in order to increase retention rate of employees. This will help company
to attain their sales target resulting in increased profits for the company.

REFERENCES
Books and journals
Jones, R.P., 2020. Passion meets procrastination: comparative study of negative sales associate
behaviours. International Journal of Retail & Distribution Management.
Lemken, R. and Rowe, J., 2019, May. Confronting the Customer–Engagement Paradox in
Sales–Leader Succession: An Abstract. In Academy of Marketing Science Annual
Conference (pp. 319-320). Springer, Cham.
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Brady, L.L. and et. al., 2019. A Meta-Analysis on Positive Psychology Correlates of Sales
Performance. In Examining the Role of Well-being in the Marketing Discipline.
Emerald Publishing Limited.
Mgiba, F.M., 2019. Social Network Theory, Sigma Six, and Customer Experience
Management: Common Elements that Aid Positive Sales-marketing Interface: A
Review of the Literature. International Review of Management and Marketing, 9(5),
pp.165-172.
Yin, T., Wang, W. and Shi, W., 2019. A study on fraud reviews: Incentives to manipulate and
effect on sales. China Communications, 16(3), pp.165-178.
SIM, B., 2020. Asset management.
Magnotta, S.R., Peev, P. and Steffes, E., 2020. Everyone’sa Winner: The Initiation and
Effectiveness of an Intracollegiate Sales Competition. Journal of Marketing Education,
p.0273475320947774.
Shih, M., 2019. Investor skepticism and the incremental effects of small positive sales
surprises. Journal of Economics and Business, 106, p.105847.
David, N., Brennecke, J. and Rank, O., 2020. Extrinsic motivation as a determinant of
knowledge exchange in sales teams: A social network approach. Human Resource
Management, 59(4), pp.339-358.