Sales Management: Principles, Techniques, and Strategies

Sales Management
Project

Table of Contents
Executive summary..........................................................................................................................3
INTRODUCTION...........................................................................................................................4
Overview of the company................................................................................................................4
Key principles of Sales Management..............................................................................................4
Concept of consumer and business buying behaviour to the key principles of sales
management and differences..................................................................................................5
Benefits of sales structures and how they are organised..................................................................9
The importance and the advantages of the concept of ‘selling through’ others............................11
Critically evaluate the implementation of different types of sales structures......................12
Principles and techniques of successful selling and analyse the contribution of these techniques
to CRM of company.......................................................................................................................13
Critically analyse the successful selling techniques in application to Mark and Spencer....14
Critical evaluation based upon a comprehensive understanding of sales management, structure
and selling techniques...........................................................................................................15
Importance of developing sales strategies that yield highest profitability and incorporating
account management within sales structures.................................................................................16
Finance principles and successful portfolio management can lead to increased profitability
and a competitive edge.........................................................................................................17
Recommendations on how sales structures and approaches can improve financial viability18
CONCLUSION..............................................................................................................................19
REFERENCE.................................................................................................................................20

Executive summary
The aim of this report is to provide with a comprehensive overview of sales management,
the methodology and structures. This report includes the understanding of the principles of sales
management depicting the relation among planning, selling methods and sales reporting with the
relative merits of how sales structures are organised and the importance of selling through others.
Along with this, it also explains the different principles of successful selling with an
understanding of the finance of selling demonstrating how well the company may get a
competitive advantage, therefore facilitating productivity and profitability. The report concludes
with a suggestion to Marks & Spencer, indicating what may be done to enhance overall sales,
development and profitability.

INTRODUCTION
Sales management is the act of creating a sales staff, integrating sales procedures and
adopting sales strategies which enables a company to regularly meet, if not exceed, its sales
objectives. It helps a company's business goals to be accomplished. Personal selling objectives
are defined by sales managers who also develop personal selling practices and tactics. It is
significant for leaders and also personnel to recognize management since it contributes in
increasing the awareness of various products and resources in producing requirements. Marks &
Spencer is taken as the base company. Marks & Spencer is a multinational retailer which was
established in 1884 by Michael Marks and Thomas Spencer in the United Kingdom. In this
report, it covers the several areas of sales management, tactics and techniques used by the firm to
approach an international market. The emphasis will also be on how the company can contact
multiple sorts of customers and handle concerns in order to maintain positive relationships. In
addition, several sorts of proposals that could assist the company progress for the next years
would be provided.
Overview of the company
Marks & Spencer is specialized in selling of cloths, food products and home products.
Along with this, they are also listed on the London Stock Exchange list. The firm is catering their
services across the globe with 1463 locations. The number of employees working under this
organisation is 78,000 and its revenue is generated £10,181.9 million in 20202 with its operating
income of £ 254.8 million in the same year.
Key principles of Sales Management
Sales planning: Sales planning is a forecasting approach used to investigate company
requirements sales targets as well as other aspects in attempt to sell items. Optimised sales
planning includes a number of elements or qualities, such as establishing objectives,
contemplating continual improvement, incorporating group decision-making and others
(Kerzner, 2018). A sale planning is necessary in context to Marks & Spencer because the
company has several product subgroups. With a variety of goods, Marks & Spencer's business

planning is considerably more difficult as much more investigation, decision-making and
execution is necessary.
Methods of selling: There are several selling methods available, including tactics such as
One-Off, Relationship, System Selling and others. One off selling is a way by which sellers may
offer items to clients individually. Relationship selling is a technique of purchasing and selling
goods between two firms (Cummins and et. al., 2020). System selling is a technique whereby a
variety of actions are used to promote products to the market. For illustration, M&M employs
this approach as the company seeks to offer goods both online and offline and it also has the
power to provide offerings including both regional and worldwide markets.
Sales reporting: A Sales Report depicts a digital and physical documentation of many sorts
of events, payments and other data relevant to an organization and its products. The sales
management team is responsible for analysing the sales team's key performance indicators. The
managers could identify the causes of variations and make required modifications to enhance
performance by evaluating these data. Sales reports are routinely forwarded to upper
management in order for them to evaluate the entire effectiveness of the sales team and
salespersons separately.
The selected organisation's sales strategy is largely focused on the company's ability to
bring innovative approach and enhance its products and services for diverse consumers.
Furthermore, the organization's emphasis is on progressive expansion that means adding new
goods to its product range on a consistent basis. Its approach further emphasizes on industry
analysis in terms of learning what sort of price, performance and goods others provide in attempt
to separate itself more (Feng, Patel and Sivakumar, 2020). The selected firm also proposes
restricting commodity output in effort to generate shortages by restricted resources.
Concept of consumer and business buying behaviour to the key principles of sales management
and differences
Sales planning: The idea of sales planning differs in the framework of huge enterprises
and particular customers as of the size in changes too. Continuing in the path of major
corporations Marks and Spencer serves as a facilitator for the explanation of commodities,
machinery and some other resources. It is a large-scale transaction in which massive purchasing
and transactions are made. In the context to particular users, although the selected firm must

engage with intermediate individuals who assist in offering goods at a greater rate but in lesser
numbers (Wang and et. al., 2021). The primary distinction among corporate and customer sales
strategy is that in the former, number and income play a significant role, but in the latter, content
is much more essential. Sales planning process is often performed in the second phase of plan
which is only possible when the firm has a strategic marketing. Firstly, the setting of sales
process objectives wll takes place where the objective will be well defined for the sales team.
Then all the necessary action will be determined and forecasted and then organised them. After
this, the actions are now planned and organised and ready to implement and then measuring all
the results and outcomes from the sales plan whether the plan is successful or not. Revaluating
plan will examine the outcomes and tells where the plan went wrong.
Stages of sales planning
Sales planning assist in the planning of unexpected hazards so that they may be overcome. It
provides a standard as to where they need to go, how one can get there, and enables them to alter
the plan as needed. Also, it stimulates creative thinking and assists in focusing on the broader
vision. The stages of planning in context to the selected organisation are mentioned below:
Analyze: The selected organisation will first analyse all the marketing conditions, its
competitors, number of suppliers and many more. This will assists them to evaluate the current