Key Principles and Techniques for Successful Selling and Building Customer Relationships

This report discusses the key principles and techniques for successful selling and building customer relationships. It explores the importance of sales planning, methods of selling, and sales reporting. It also evaluates the benefits of different sales structures and the concept of 'selling through' others. Additionally, it examines the principles and techniques for successful selling and how they contribute to effective customer relationship building. The report focuses on the case of Vodafone in the UK.

Sales Management
(Unit 39)

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
P1 Key principles of sales management in relation to sales planning, methods of selling and
sales reporting..............................................................................................................................3
LO2..................................................................................................................................................5
P2 Evaluation of benefits of sales structure and the way they are organised..............................5
P3 Importance and advantages of concept of ‘selling through’ others........................................7
LO3..................................................................................................................................................9
P4 Key principles and techniques for successful selling and the way they contribute in
effective building of customer’s relationship..............................................................................9
LO4................................................................................................................................................11
P5 Importance of development of sales strategy and account management within sales
structures....................................................................................................................................11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Selling refers to the art and the sales management is considered as an indispensable
activity of the business organization in order to achieve the desired organizational objectives. It
involves different kinds of activities which involves high level of risk. Thus, the top level
management gives major priority of this activity. The sales team determines the success of the
organization. The structure of the business organization is developed after considering the
various aspects of the business. The sales management is basically the techniques of utilizing the
times, efforts and financial resources for developing the business and making it profitable to
boost the economy. This report presents about the discipline of sales management in respect to
the organization taken, namely, Vodafone in UK. This report provides anin-depth detail about
the various principles of sales management which is being followed by the organization in
respect to its reporting, planning and selling activities. It covers the various forms of sales
structures and how are they being managed and organized. It also states about the principle of
successful selling and understanding the importance of creating sales strategies that yield highest
profitability.Thus, this report will help in gaining knowledge about the effectiveness ofsales
management for accomplishing goals.
LO1
P1 Key principles of sales management in relation to sales planning, methods of selling and sales
reporting
Sales management refers to the effective management, coordination and control over the
people and resources with the core objective of attaining the desired goals. The sales related
goals of the organization can be wide such as increase in the sales volume, continuous growth
and so forth. Some of the principles are stated below.
Managing the people individually
To be successful in sales management, it is important to not to manage people in a group
(Hase and Busch, 2018). It is appropriate to praise someone in a group but whenever you are
training and taking disciplinary action it should be done one by one in private otherwise it will
affect the morale of the employees.
Lead by example
A successful manger leads by providing a positive example to its staff. This will cause an
increase in the motivational level and effective and creative mind set of the staff. This will help

the organization in effectively formulating and implementing the sales plan which will result into
success.
Implementing discipline in the organization
It is essential for the sales manager to ensure that the people work and the working
environment is well disciplined as per the set rules and policies. It should be well written on the
walls so that it comes to the notice of people. This will also assist the management in effectively
planning the reporting the sales.
Managing on objective information
The situation when the sales people despise their sales managers, this occurs because the
sales managers will rather do his or her job on the basis of the opinion instead of objective
information (Lancaster and Massingham, 2017). But everyone is entitled to the opinion which
has no place in sales management. Thus, the coaching, training and the discipline all should be
based on the facts and the performance must be objective. This will result into effective
management of the sales in respect to planning, various methods of selling and sales reporting so
that crucial steps can be taken to improve it.
To be goal oriented
As a sales manager of Vodafone, it is the responsibility to establish certain goals and
instating employees to achieve them. The only thing that is common among the salespeople is
the quest to accomplish the desired goals. This will help in instill the mentality of goal oriented
among the staff so that achieving goals becomes the main target of the main purpose of being in
the business. Ensuring that this principle is followed will lead to effective planning in developing
goals which are achievable, implementing different of selling activities and method in order to
attract the customers to purchase the product and reporting the performance based on the targets
achieved.
Evaluating how principles of sales management differs while responding to consumers and
business buying behaviour
Structure and strategy: It is very essential for the organization for tracking its products
and the customers which will help in knowing the preferences of the customers so that products
can be provided with further improvements. Thus, Vodafone concentrates on predicting the
changing needs and preferences f its customers which helps it in taking right strategic business
decisions at the right time.

Strictly disciplined responsibilities: It is very necessary for the business organization for
focussing on the spotting the customers in need of continuous attention from their business
(Rėklaitis and Pilelienė, 2019). This can be easily carried out by identifying the target market.
Vodafone continuously works on it by effectively managing its target market.
Gathering appropriate information at the right time: The business entity should not only be
confined to the zooming in and out the beneficial data in association to customers relation. The
organization like Vodafone focusses on its customers individually.
Anticipating apparatus: It is essential for the business organization for keeping up with the
changing trends in order to prosper. This will require complete analysis and evaluation of the
customers trends and behaviour along with focussing on the right product at the reasonable
prices.
Adaptability to examine: Just conducting data analysis is not sufficient for the business to
carrying out the work smoothly. This will require business to plot what if questions and boosting
the ideas which will result into enhancing the business ideas.
Skill to link: The organization needs to classify the information into two, the customers and the
business which will assist in bringing out the maximum potential.
B2B is transferring the data, work from one company to another. This known as e-biz for
transferring products. When the products and services are provided directly to the customers
from an organization is known as B2C while B2B refers to the exchange between the two
organizations. Its B2B services includes enterprise mobility which involves connectivity
security, business communication, cloud store and it also includes segments like large corporate,
government, small business etc.
LO2
P2 Evaluation of benefits of sales structure and the way they are organised
It can be stated that well organised sales structure helps in adapting various external
environmental changes that are necessary for growth and expansion of enterprise. Vodafone
manager have defined organisational structure so that company mission, vision can be achieved
in best possible manner within limited time frame. Some of the benefits of organisational
structure that have been used by Vodafone to achieve its objectives are better coordination of
employees that is various individual that work in organisation can coordinate with each others
due to definite organisational structure (Bush and et.al., 2017). It also helps in clarifying roles

and responsibilities which need to be performed by each employees within firm so that particular
objective can be achieved in minimum cost. Definite organisational structure of Vodafone has
helped in reducing chances of conflict and confusion among various individual regarding task,
activities need to be performed thus contribute in effective completion of task. Due to
appropriate sales organisation structure employee’s engagement and productivity have increased
as they are able to share their innovative, ideas and learning to each others. Sales organisation
also contributed in transparency decision making thus satisfying needs and requirements of each
employee and better achievements of goals. Therefore company through definite organisational
structure is able to delivered best services to customers and enhance its market share. There are
various benefits of different types of organisational structure within firm that can be illustrated as
follows:
Geographical organisation structure: Vodafone have use geographical sales organisation
structure as it have set specific sales need to be generated and task need to be performed from
specific location so that overall objectives can be achieved (Schwepker, 2017). Vodafone has its
operation worldwide so it has made sales structure on basis of geographical location so that best
services can be given to customers within limited time and cost. Therefore it can be stated that
low cost is one of the most important benefit of sales structure of company.
Product sales structure: It is types of organisational structure in which task of each individual
is coordinated on basis of products or group of products it offer to customers rather than
geographical location. The benefit of such organisation structure for Vodafone is that employees
become specialised about knowledge of product and services in which firm deals so that
customers can given accurate information. At the same time management can guide employees
the way particular products need to be sold so that customers can be influenced to make
purchased.
Market based structure: Company have assigned task to employees or design organisation
structure on basis of its customers and industry. Vodafone by using market based structure can
easily met customers requirements as sales forces of firm quickly understand exact demand and
needs of specific individual in market (Fornari, 2018). It helps in building strong relationship
and customer’s loyalty thus contributes toward effective growth and success of organisation.
Another benefits of market based sales structure is that strategies can be changed or modified as
per needs, trends and preference of market. Company can easily adapt to various changes such as

recent trends taste, preference of individual through use of market based structure as it closely
understand requirements of people that live in particular market.
Function structure: It is another types of organisational structure in which each individual is
given particular task and responsibilities that it need to perform so that company can attain its
specific objectives. Thus, it can be stated that sales structure is made on basis of key roles,
function that need to be performed by specific individual within firm. There are various
individual that have specialised knowledge related to function that they perform so Vodafone is
able to deliver qualitative services as per expectancy of customers. Such as product specialist or
person that having expertise in influencing employees as it function is to motivate customers to
choose Vodafone services as compared to others. Therefore, benefits of function structure is that
it is more effective and efficient selling activities that are used by firm to meet needs of
individual in best possible manner.
P3 Importance and advantages of concept of ‘selling through’ others
Selling through others is a concept that explained that company sell its products and
services through others such as wholesalers, retailers so that customers can be delivered with
services within limited time frame and cost. Vodafone has its operation across worldwide so it
have used selling through other concept in order to retained existing customers and attract new
prospect for effective growth and success of enterprise (Ogilvie and et.al., 2017). Company sales
its services and products through retailers that helps in maintain good relationship with large
number of customers. Retail distribution or B2B has contributed in increasing overall sales
volume and number of customers within firm. Vodafone was not able to expand business by
increasing sales forces but by selling products and services through others. Therefore importance
and advantages of concept of selling through others for Vodafone are illustrated below:
Reach or better satisfaction of customers requirements: Company through retailer have able
to reach each customers located in different geographical location within minimum time frame
and cost. Vodafone customers can easily select various services, offers launch by company at
local outlet thus it provides ease and comfort to make selection and fulfil their respective
requirements. It has also reduced overall cost of investment of company in different location so
that customers needs can be effectively satisfied.
Increase in number of customers: It is another benefit provided by selling through other
concept which state that such medium helps in attracting new as well as existing customers to

select company services. Such retailers of Vodafone maintain good and strong relationship with
customers and resolve their problem, grievance within limited time frame thus save company to
make investment in sales and marketing campaign (Grigorova, 2019). Therefore company can
easily reduce its operational expenses and fulfil requirements of customers in best possible
manner for growth and sustainability of enterprise.
Enhance overall sales volume: Another advantages or importance of selling through other is
that overall sales volume and profitability of firm increase as lot of customers are motivated to
select services because of physical presence of enterprise. Retailer in order to enhance their share
of profit margin emphasis to provide best and effective services to customers for effective
achievement of goals and increase in sales volume.
Marketing: It can be illustrated that sell through also provide advantages of promotion or
marketing of products and services of company to various customers. Retailer makes efforts to
influence customers or make aware customers about different services that company is providing
so that their requirements can be meet in effective manner. Vodafone have to make less effort to
create more awareness about existing services among customers because of selling through other
concepts.
Understanding of market: Other seller have more and better understanding of market situation,
taste and preference of each individual thus helps Vodafone to make necessary changes in
strategies to retained maximum customers satisfaction (Antczak and Sypniewska, 2017).
Company need not have to conduct niches market research because of selling through other
concept thus it saves efforts, time and money of company.
Quick and better services: Vodafone through other selling concept is able to delivered services
to large scale of customers quickly and effectively. Thus it contributed towards retention of
satisfaction and loyalty of customers and contributed in enhancing profitability and market share
of enterprise. Therefore it can be stated that there are various advantages of selling through
concept for Vodafone.

LO3
P4 Key principles and techniques for successful selling and the way they contribute in effective
building of customer’s relationship
There are certain key principle and techniques that have been followed by marketing
manager of Vodafone in order to increase its sales volume and build strong relationship with
customers. Few principles that are considered by marketing manager of firm are as follows:
Selling is about relationships: Marketing manages have used this formulate in order to induce
its sales volume for long term by making more and more efforts to build strong relationship with
customers. Vodafone manager emphasis on meeting needs, resolving problem, grievance that are
faced by people rather than forcing them to buy services (Ptok, Jindal and Reinartz, 2018).
Therefore it through maintaining strong relationship with customers has enhanced its sales
volume and market share in telecommunication industry.
Sales are related to resolving of problem that is faced by people rather than products or
services: Vodafone manager has evaluated and analysis the reason behind people to select
particular services of company so that effective strategies can be formulated to motivate
customers to prefer services of firm rather than other competitors in market. Such as marketer by
finding that due to changing trends and expansion of business across worldwide connection plays
important roles in life of various individuals. Thus, marketing manager through indentifying that
people that stay away from each other’s wants to have better and quick connection to share
information.
Changes in price lead to change in value: It can be stated that customers demand changes as
per changes in price of services and their values changes in mind of customers respectively.
Values refers to number of services that company offers to its customers in exchange of specific
prices therefore marketing manager in order to retain customers satisfaction have set its prices as
per value of services so that needs of individual can be satisfied in best possible manners (Ke,
and et.al., 2018). Company always emphasis on provide best to best services to customers for
earning more amount of profitability and market share.
Effective listening: It is another and most important principles that have been considered by
marketing manager of Vodafone to increase sales and build strong relationship with customers. It
always listens to feedback, grievance and comments of people through use of social sites and
makes specific changes so that wants of individual can be fulfilled in best possible manner.

Different techniques that are used by Vodafone manager in order to improve sales and
relationship with customers can also be explained as follows:
Research about customers: Vodafone marketing manager in order to build strong relationship
with customers and enhance its sales have conducted research about customers preference and
taste so that services can be delivered as per their expectancy. Marketing manager has use social
media to cater existing requirements of people to find appropriate solution so that their wants can
be satisfied effectively.
Sales prospecting techniques: Marketing manager in order to grab attention of customers and
increase interest of them in functioning of company have uses three techniques of sales
prospecting such as make customers hero, does not have over personalised campaign and use we
phrase in order to influence maximum number of people to make select service of Vodafone
(Harrison and Hair, 2017). Company by making small change in its phrase have meet expectancy
of customers and enhance its overall profitability.
Sales techniques that create values: It is another technique which is used by marketing
manager of Vodafone to develop strong relationship with customers. It has created awareness
among customer about key features and benefits of using services of Vodafone so that they can
take accurate decision regarding their purchase. Sales person used different techniques; ideas to
influence different individuals as each person have different needs and requirements. Therefore it
emphasis to create more and more value for end user so that it is motivate to make always prefer
services of company rather than various competitors in telecommunication. Main two point that
have been considered by marketing manager of Vodafone is that services are unique and
important for customers.
Digital sales techniques: Marketing manager of Vodafone in order to promote services of its
company have make use of digital technology or send SMS about various offers that company
have launched so that customers can choose best possible options. Maximum number of
individual are using smart phone to make their recharges so company have provide crucial
information about charges of various services and time period for which people can use it to
easily connect to different people (Kujala, 2016). Therefore, digital techniques have contributed
in building strong relationship with customers and increasing overall sales of firm.

LO4
P5 Importance of development of sales strategy and account management within sales structures
Every organisation formulate various strategies and plans in advance to influence number
of people to select or prefer services of Vodafone so that it can easily expand its business
operation and achieve objectives. Sales is one of the crucial function that is performed by each
enterprise for effective operation of business and achievements of goals for which it have been
established (Sharma and Sagar, 2018). There are various importance of development of sales
strategy for Vodafone such as yield more profitability and account management within sales
structures.
Increasing competition level: It can be stated that there is continuous increase in level of
competition in telecommunication industry as there are many company that are offering best and
qualitative services at reasonable rates to induce customers to select its services. Therefore
Vodafone marketing manager by planning in advance can protect company from threat of
competition and contributed in retention of its market share and profitability for longer period of
time.
Changing taste and preference of people: There are various changes in taste and preference of
individual due to different factors such as prices, services offered by other competitors,
availability of substitute products or services (Mazzarol and Reboud, 2020). Marketing manager
of Vodafone through better understanding of needs, wants of each customer have formulate
better strategies and plan in order to gain competitive advantages and fulfil their requirements
beyond their expectancy.
Technological development: Due to economic development, raising living standard and
education of people there are several changes and transformation in technology. Customers are
also getting more and more aware and knowledge about recent technology and medium that can
be used to satisfied their respective requirements. Therefore development of strategies by
marketing manager of Vodafone have helped in use of most innovative and best method to create
awareness or provide information to people so that overall profitability can be enhanced.
To sustain and grow in market: Vodafone prepares strategies in order to sustain and grow in
competitive market for long run thus contributes in effective achievement of objectives. Before
making various strategies it conducts market research in order to find opportunities and threat in
market so that company can expand business with minimum amount of risk and cost. It helps

company to adapt recent changes of external environment, gain satisfaction of maximum number
of customers and get competitive positioning in telecommunication industry.
To make optimum utilisation of opportunities: Company through formulating strategies in
advance is able to cope up with future circumstance in advance is able to make optimum
utilisation of opportunities (Hinterhuber and Cespedes, 2019). It is able to meet customers’
needs, expectancy and gain maximum utilisation of opportunities that are able in market for
earning more and more profitability and market share.
The way core finance and principle and Portfolio management contributed in enhancing
profitability
Finance is need to performed day to day activities such as procurement of resource,
movement of products so that it can be delivered to end users. There are five principle of finance
that has been followed by manager of Vodafone to retain its customers and earn profit margin.
Such as:
Principle of risk and return: Vodafone manager enumerates total amount of risk and return
that is involved in particular project so that better strategies can be planned to minimum amount
of risk and enhanced return for achievement of objectives.
Time value of money: It can be stated that value of money changes as per time therefore
manager have set its pricing strategies as per values of services it render to customers for earning
sufficient amount of profitability.
Cash flow principle: It state that there should be sufficient amount of cash flow within
Vodafone so that various operating expense can be meet and revenue can be earned (Ke and
et.al., 2018). Manager through following cash flow principle have maintain its market position
in telecommunication industry.
Principle of diversity: Marketing manager of Vodafone have planned strategies to make
investment in diverse areas so that risk can be minimised and profitability can be enhanced.
Manager through implementing principle of diversity have helped company in maximising its
share of profitability and market share.
Effective portfolio management by manager has helped in better utilisation of various
available market opportunities and expansion of business. Manager effectively analysis strength,
weakness, return and opportunities of particular project for company so that appropriate plan can
be made for growth and expansion of business (Fornari, 2018). It can also be stated that better

project management portfolio helps in forecasting current and future cost so that finance can be
arranged for implementation of objective and achievement of goals. Company through effective
portfolio management is able to arrange various resources that are required for accomplishment
of project and satisfaction of customers’ needs. Thus, it can be stated that effective finance
principle and successful portfolio management has contributed company in gaining competitive
advantages.
CONCLUSION
It can be concluded from above analysis and illustration that sales management is a
process that includes management of strategies of firm so that standard or specific outcome can
be gained within minimum cost. There are various key principle of sales management that have
been considered by marketing manage of Vodafone for sales reporting, deciding method of
selling and further planning to increase sales of firm. It can also be illustrated from above report
that there are various benefits of sales organisation structure and selling through others for
company. There were various key principles and techniques which were used by manager to
build and manage customer’s relationship so that it can retain its market share for longer period
of time. At last it can be concluded from above report that development of various sales
strategies by marketing manager of Vodafone have contributed in expansion of business and
gaining competitive advantages.

REFERENCES
Books and Journals
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Springer, Cham.
Hinterhuber, A. and Cespedes, F., 2019. 4 The role of the sales force in pricing strategy
implementation. Pricing Strategy Implementation: Translating Pricing Strategy into
Results, p.4.
Ke, Y., and et.al., 2018. Does Short Selling Improve Analyst Forecast Quality?.
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