Sales Management: Principles, Structures, and Techniques

Sales Management

Executive Summary
Evolution of e-commerce and globalisation have changes the way business and customers
interacts with each other and has lead the business firms to adapt to these changes through
brining necessary amendments in the selling process. Below mentioned report is to review and
adapt to the sales management approach for an organisation with regards to the change in culture
and trends in the buying habits of consumers. Further mentioned report includes the principles of
sales management, evaluation of how sales structure are organised and analyse the principles of
successful selling.

Table of Contents
Executive Summary.........................................................................................................................1
Introduction......................................................................................................................................1
Principles of Sales management and consumer/business buying behaviour...................................1
Concept of Sales Management...............................................................................................1
Key principles of Sales management.....................................................................................1
How sales management principles varies from B2C and B2B...............................................4
Sales structures and selling though others.......................................................................................6
Concept of Sales structures in Vodafone................................................................................6
Types of sales structure....................................................................................................................6
Concept of direct selling and selling through others in Vodafone.........................................7
Significance of selling through others....................................................................................8
Critical evaluation of implementation of the sales structures in relation with Product,
Geography and Market...........................................................................................................9
Advantages and importance of selling through others.........................................................11
Key Principles and techniques of successful selling......................................................................12
Successful selling.................................................................................................................12
key principles of successful selling that contribute to building and managing a successful
Customer...............................................................................................................................12
Techniques for effective selling...........................................................................................13
Application and analysis of effective selling principles and technique to Vodafone...........14
Developing sales strategies and financing successful selling........................................................14
Sales strategy along with the examples................................................................................14
Use of terms of payment to enhance the profitability inn Vodafone...................................16
Sales management account through product sales or customer based structure to enhance the
sales and profitability of Vodafone......................................................................................17
Conclusion.....................................................................................................................................17
References:.....................................................................................................................................19

Books and Journals...............................................................................................................19

Introduction
Sales management can be defined as the process of acquiring a sales force, management of the
sales operation and applying the sales techniques with the aim of maximising the sales of a
business firm and generated adequate profit for the survival of business. Sales management
process is effective in boosting up the declining sales and revenue of the company no matter
what type of organisation or industry in which they operate. Apart from raising the sales revenue,
sales management also allows company to keep up the pace with the changing trends and rising
competition in the market (Wittenburg and et. al., 2019). Vodafone Group Plc, headquartered at
Newbury was founded was back in 1991 which a multinational telecommunication company
majorly operates in Asia, Africa, Europe and Oceania. British Multinational firm provides
services like fixed line telephone, mobile services, digital television, internet of things, IPTV and
broadband etc, to majorly 22 countries and partner network services in 48 countries across globe.
Further report covers the understanding of principles of sales management, merits of distinct
sales structure and importance of selling through others in the context of Vodafone. Furthermore,
it has been demonstrated the understanding of finance of selling and analyse the principles of
selling.
Principles of Sales management and consumer/business buying behaviour
Concept of Sales Management
Sales management referred to as a business discipline which is concerned with administration of
sales operation of the company along with planning, controlling and implementation of sales
techniques into sales programmes. Sales managers in the company are responsible for planning,
recruiting, training, organising and supervising the workforce, defining objectives for the team,
controlling the sales process and ensure that final results are met with the firm’s vision and
objective (Zhou and et. al., 2019). It is regarded as the important function of each business as net
sales through selling of company’s offerings and net profit results from the sales are crucial for
leading the firm ahead and for its continuous survival.
Key principles of Sales management
In the context of Vodafone, Sales management is defined as the process of administrating
the sales personnel and resources involved in the selling process of the company. The prime role
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of sales manager is to plan, implement and control the sales programmes along with hiring,
training and managing, motivating and evaluating the performance of sales force with the goal of
maximising the efficiency and increasing the sales of Vodafone. Below mentioned are the key
principles used by Vodafone to boost up their sales are:
Sales planning: Sales planning process is crucial for the success of organisation in achieving
sales targets as it is the key function of sales management which involves forecasting of sales,
demand management, defining profit based sales targets and execution steps of a sales plan
(Ben-Daya, Hassini and Bahroun, 2019). Sales planning help Vodafone in organising the
activities that need to be carried out to achieve the long term objectives of business. There are
several steps which is involved in the sales planning process which is as mentioned below:
 Analyse: This stage is crucial for Vodafone as at this company identified its position in
the relevant market, defined customers, sources of revenue, expectations of sales from
other sources and analysis of market trends, technology, competition etc. Vodafone is a
leading multinational company operating majorly in Asia, Europe, Oceania and Africa.
Most of the sales of Vodafone comes from the B2C market segment where customers are
using mobile and internet services of Vodafone since ages. Vodafone is now planning to
generate the revenue from B2C customer segment which includes IT firms, government
institutions, and corporate customers.
 Setting goals: While setting out a goal for increasing the sales revenue, Vodafone must
prepare goals which are easily attainable and should be relevant to the long term vision
and mission of the company (Xin, 2021). In order to make a short term goals, Vodafone
may use the parameter of SMART which is an acronym for specific, measurable,
attainable, and relevant and time bound. This criteria will help Vodafone in making target
oriented objectives.
 Develop plan: After setting out the short term goals for increasing the sales revenue of
Vodafone, sales manager crafts out the several strategies and plan which will assist the
company during the entire sales programmes. Not only this, it is essential to take into
account several risk factors such as rising competition, attractive low tariff offers by
rivalry companies, change in the buying trends etc. Apart from this, there must be action
plan which is called tactics to support and implement the strategies.
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