Sales Management Principles and Sales Structures

INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Sales Management Principles.....................................................................................................1
Define Sales structures................................................................................................................6
Explain the concept of “Selling through other”..........................................................................9
Explain what is meant by “Successful Selling”?......................................................................10
Define what is meant by customer Relationship Management:................................................10
Selling techniques as a means of engaging in successful selling reps of B&M.......................12
Development of sales strategies................................................................................................13
Sales account management.......................................................................................................14
Challenges that affects buyer-seller relations...........................................................................14
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................16

INTRODUCTION
Sales management is refers as the process of designing a Sales force, co-ordinating
operations, application & implementing techniques of sales that helps a business in constantly hit
sales targets. It is an important segment of marketing mix that with developing sales strategies,
promotional activities, distribution facilities, planning, organising, directing, managing and
motivating sales personnel to reach highest sales volume (Sales Management, 2019).
B&M is British retailer store which is founded in 1978 by Malcolm Billington with its
headquarter in Luxembourg Agnihotri, R. and et. al., 2016). It is the fast growing discount
retailer with 28000 employees over 650 high streets across UK.
In this report principles of sales management and their importance their difference in
response to B-to-B and B-to-C marketing. Further sales planning process and techniques are used
in context of B&M. Moreover, types of sales structures with strength & weaknesses and how
they are beneficial for respective business are considered within the report. Concept of selling
through process with its importance, techniques of successful selling are also addressed in report.
In addition sales development strategies are discussed and successful financial selling in order to
increase profit of B&M.
Sales Management Principles
Sales management: It is defined as business discipline that focuses on practical
implication of sales techniques and management of sales operation of firm. It is refers as
main objective of business entities that brings revenues for organisations.
Sales planning: It is defined as the process of making sales plans and organise activities in
effective manner that are essential and mandatory for accomplishment of business
objectives. Successful sales planning can be achieved through integrating it with finance &
operation, Involve e-marketing in sales planning process and come up with exhaustive lists
to all barriers towards success.
Methods of selling: These are defined as techniques that help in long term planning for
retaining customers and rising sales volume & revenues of business explained as follows:
Consultative Selling: It is problem solving method through which sales person
helps customers to improve their interest by selling of right products & services.
This leads to build better long term sales relationships.

Creative Selling: It is another important selling method based on production new
and useful ideas in order to impress prospective buyers and make them remember
to sales message.
Traditional Selling: This method of selling is based on statement that “selling is
art of communication for persuasion”. It is significant selling tool that has
prominent impact on business objectives.
Cross Selling: It is consists as situation where sales person gets referral from
colleagues within firm to raise business revenues of relationships by selling
parallel goods & services of business organisation.
Sales reporting: It is refers as the record of sales activity over limited period of time it
helps in providing overview of sale activities within a company.
There are four basic principles of sales management, in terms of B&M are critically
analysed below:
Consistency: It is an essential principle of sales management. In terms of sales
mangers of respective business should ensure employees consistently following
the rules and guidelines established by seniors. Consistency doesn't mean
inflexibility. Thus, sales mangers of B&M should also allow flexibility which is
important for enhancing moral of teams.
Delegation:It is related to delegating freedom or independence to teams in order
to build trust among members of teams. In terms of respective organisation sales
managers should manage new occupied employees closely and give freedom to
more skilled employees for reducing their liabilities (Agnihotri and et. al., 2016).
Equality: This principle is based on equality in terms of same standards and fair
accountability of team members towards seniors. Mangers of respective
organisation should distribute equal sales targets to employees in order to increase
their moral that helps in sales and profit maximisation.
Conviction: It is another significant principle of sales management judgement on
letting someone go, unwelcoming etc. managers of respective business should
show some empathy while taking judgement over sales management of teams.
Sales Planning Process

It is the process of setting sales targets, identifying steps for meeting these specified
targets. In terms of B&M following are the steps of sales planning process:
Analysing market conditions: The first and most important stage of sales
planning process is related with identifying current position of business in
respective market, availability of competitors, what are the opportunities for
sustaining in sector (Chapman, Schetzsle and Wahlers, 2016). In terms of B&M
sales manager should conduct marketing research to evaluate market position,
how much the risk from competitors, what is position of organisation in industry.
This will help in making better goals for rising sale of business.
Setting goals: Second phase of this process is about getting goals and objectives
of sales plan. In terms of mangers of respective business should focus on making
effective and smart goals that are specific and unique from its competitors. These
goals should be long-terms, not too high or too short. This helps in maintaining
effectiveness in objectives which reducing chances of failing plans. For instance
the goal of B&M is to maximise 10% sales within fixed time period of 10
months.
Developing plan: Third step in this process is related to identify risk and barriers
in achievement of above goals and objectives. Sales managers of respective
business should design & develop effective strategies and ways how to achieve
sales maximise goal of business (Corboş, Popescu and Bune, 2019)). For instance
offering lower prices for its products in order to achieve sales targets.
Executive of plan: This phase of sale planning process is related to monitoring
and directing the plan and taking modification if required. Managers of B&M
should ensure lower pricing strategies and how they are effective in achievement
of set objectives of company. For instance measuring the plan and rectifying any
activity is needed.
Evaluate the plan: The last step of sales management process is associated with
measuring the outcome of plan as compared to estimated objectives.
Management of respective organisation should evaluate the plan after measuring
with forecasting results. This will helps in saving the time, cost and efforts of
company.