Key Principles and Techniques for Successful Selling and Building Customer Relationships

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.