Sales Management: Principles, Structures, and Techniques

Sales Management

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
LO 1.................................................................................................................................................3
P1 Key Principles of Sales Management Relating to Sales Planning, Sales Reporting and
Methods of Selling.......................................................................................................................3
LO 2.................................................................................................................................................6
P2 Advantages of Sales Structures and How They are Organised within Marks and Spencer...6
P3 Significance and Benefits of the Concept of ‘Selling Through’ Others.................................7
LO 3.................................................................................................................................................8
P4 Evaluating Key Techniques and Principles for Successful Selling and How They
Contribute Towards Creating and Managing Customer Relations Within Marks and Spencer..8
LO 4...............................................................................................................................................10
P5 Significance of Developing Sales Strategies and Incorporating Account Management
Within Sales Structures..............................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
The term sales is used to describe all activities of a business organisation that are related
to the selling of manufactured products, services or goods by the business organisation. Sales
management is the strategic business process through which the business organisation focuses its
efforts on the practical application of managing the business’s sales operations and making use
of all the various sales techniques efficiently in order for the business to be able to conduct its
operations successfully within the operational industries (Cummins, Peltier and Dixon, 2016).
This report analyses the sales management operations of Marks and Spencer, which is an
international retail business organisation that was founded in 1884, 136 years ago and has
successfully operated within the global retail industries since. Marks and Spencer specialises in
selling to the retail customers clothing, food and home products. Marks and Spencer currently
operates from its headquarters in London, England and through its varied and diversified
international operations operates around 1463 different retail establishments across numerous
countries around the world.
MAIN BODY
LO 1
P1 Key Principles of Sales Management Relating to Sales Planning, Sales Reporting and
Methods of Selling
Sales management is a strategic business operation through which the business
organisation such as Marks and Spencer controls and coordinates the various individuals within
the business in addition to its organisational resources with the intention to effectively and
efficiently accomplish the sales objectives and goals of the business organisation. The sales
objective of the business organisation can be related to a wide range of goals such as increased
profit ranges, enhanced sales volumes or continuous growth of sales within the business
organisation. The key principles of sales management are as follows:

Individual Management: Successful sales managers are required to manage the various
salespersons in one on one sessions, giving them individual attention and focus in order for them
to be become effective and successful at their sales operations (Johnston and Marshall, 2016).
This includes the training given to the salespersons, providing constructive criticism, taking
disciplinary actions etc.
Lead by Example: Successful sales managers are also required to lead their subordinates and co-
workers through their own personal example, by following all the organisational rules and
policies, operational procedures of the organisation and accomplishing the sales objectives nd
quota of the individual.
Discipline: Competent sales managers are also needed to instil discipline within the various
salespersons of the business organisation such as Marks and Spencer, for them to be able to
accomplish and achieve their sales quotas in an effective and efficient manner.
Fair: Successful sales managers are also required to be fair to all of their co-worker and
subordinate sales persons, treating them just as they wish to be treated themselves and
implementing organisational rules and policies towards all the employees in a fair and equal
manner.
Goal Oriented: Successful sales managers are required to be goal oriented (Chapman, Schetzsle
and Wahlers, 2016). They are required to effectively plan their sales strategies and assess
whether their chosen sales strategy can help them achieve their sales goals and objectives or not.
The significant elements of sales management are as follows:
Sales Planning: Sales planning is the strategic business operations of designing, strategizing and
setting sales objectives, goals, targets, quotas and forecasting sales within a business organisation
such as Marks and Spencer.
Sales Reporting: Sales reporting relates to the strategic sales operations of sales manager
analysing the key performance indicators of their sales teams and salespersons in order to
analyse the sales performance of their subordinates and any sort of deviations from the
standardised expectations. Through this analysis, the sales manager can make the necessary