Sales Management Principles and Techniques for B&M

Sales management

Table of Contents
INTRODUCTION...........................................................................................................................1
Sales Management Principles.....................................................................................................1
Define Sales structures................................................................................................................6
Some of principles of Sales structure which helps to developing sales B&M organisation.......7
Three types of sales structure are:...............................................................................................7
Explains about how organisation can be benefited through above three sales structure............8
Explain the concept of “Selling through other”..........................................................................9
The importance of Selling through others...................................................................................9
Explain what is meant by “Successful Selling”?......................................................................10
Define what is meant by customer Relationship Management:................................................10
Selling techniques as a means of engaging in successful selling reps of B&M.......................11
Development of sales strategies................................................................................................12
Sales account management.......................................................................................................13
Challenges that affects buyer-seller relations...........................................................................14
REFERENCES..............................................................................................................................18

INTRODUCTION
Sales management is refers as the process of designing a Sales force, co-ordinating
operations, application & implementing techniques of sales that helps a business in constantly hit
sales targets (Agnihotri and et. al., 2016). It is an important segment of marketing mix that with
developing sales strategies, promotional activities, distribution facilities, planning, organising,
directing, managing and motivating sales personnel to reach highest sales volume (Sales
Management, 2019).
B&M is British retailer store which is founded in 1978 by Malcolm Billington with its
headquarter in Luxembourg . It is the fast growing discount retailer with 28000 employees over
650 high streets across UK.
In this report principles of sales management and their importance their difference in
response to B-to-B and B-to-C marketing. Further sales planning process and techniques are used
in context of B&M. Moreover, types of sales structures with strength & weaknesses and how
they are beneficial for respective business are considered within the report. Concept of selling
through process with its importance, techniques of successful selling are also addressed in report.
In addition sales development strategies are discussed and successful financial selling in order to
increase profit of B&M.
Sales Management Principles
Sales management: It is defined as business discipline that focuses on practical implication of
sales techniques and management of sales operation of firm (Chapman, Schetzsle and Wahlers,
2016). It is refers as main objective of business entities that brings revenues for organisations.
Sales planning: It is defined as the process of making sales plans and organise activities in
effective manner that are essential and mandatory for accomplishment of business objectives
(Corboş, Popescu and Bune, 2019). Successful sales planning can be achieved through
integrating it with finance & operation, Involve e-marketing in sales planning process and come
up with exhaustive lists to all barriers towards success (Cron, 2017).
Methods of selling: These are defined as techniques that help in long term planning for retaining
customers and rising sales volume & revenues of business explained as follows:
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Consultative Selling: It is problem solving method through which sales person helps customers
to improve their interest by selling of right products & services. This leads to build better long
term sales relationships.
Creative Selling: It is another important selling method based on production new and useful
ideas in order to impress prospective buyers and make them remember to sales message.
Traditional Selling: This method of selling is based on statement that “selling is art of
communication for persuasion”. It is significant selling tool that has prominent impact on
business objectives (Cummins, Peltier and Dixon, 2016).
Cross Selling: It is consists as situation where sales person gets referral from colleagues within
firm to raise business revenues of relationships by selling parallel goods & services of business
organisation.
Sales reporting: It is refers as the record of sales activity over limited period of time it helps in
providing overview of sale activities within a company (Dugan and et. al., 2020).
There are four basic principles of sales management, in terms of B&M are critically
analysed below:
Consistency: It is an essential principle of sales management. In terms of sales mangers of
respective business should ensure employees consistently following the rules and guidelines
established by seniors. Consistency doesn't mean inflexibility. Thus, sales mangers of B&M
should also allow flexibility which is important for enhancing moral of teams.
Delegation:It is related to delegating freedom or independence to teams in order to build trust
among members of teams. In terms of respective organisation sales managers should manage
new occupied employees closely and give freedom to more skilled employees for reducing their
liabilities (Gustafson, Pomirleanu and John-Mariadoss, 2018).
Equality: This principle is based on equality in terms of same standards and fair accountability
of team members towards seniors. Mangers of respective organisation should distribute equal
sales targets to employees in order to increase their moral that helps in sales and profit
maximisation.
Conviction: It is another significant principle of sales management judgement on letting
someone go, unwelcoming etc. managers of respective business should show some empathy
while taking judgement over sales management of teams.
Sales Planning Process
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It is the process of setting sales targets, identifying steps for meeting these specified
targets (Horak and Nihalani, 2016). In terms of B&M following are the steps of sales planning
process:
Analysing market conditions: The first and most important stage of sales planning process is
related with identifying current position of business in respective market, availability of
competitors, what are the opportunities for sustaining in sector . In terms of B&M sales manager
should conduct marketing research to evaluate market position, how much the risk from
competitors, what is position of organisation in industry. This will help in making better goals
for rising sale of business.
Setting goals: Second phase of this process is about getting goals and objectives of sales plan. In
terms of mangers of respective business should focus on making effective and smart goals that
are specific and unique from its competitors. These goals should be long-terms, not too high or
too short. In terms of B&M setting goals in order to maintain effectiveness in objectives which
reducing chances of failing plans.
Developing plan: Third step in this process is related to identify risk and barriers in achievement
of above goals and objectives. Sales managers of respective business should design & develop
effective strategies and ways how to achieve sales maximise goal of business (Johnston and
Marshall, 2016). For instance offering lower prices for its products in order to achieve sales
targets.
Executive of plan: This phase of sale planning process is related to monitoring and directing the
plan and taking modification if required. Managers of B&M should ensure lower pricing
strategies and how they are effective in achievement of set objectives of company. For instance
measuring the plan and rectifying any activity is needed.
Evaluate the plan: The last step of sales management process is associated with measuring the
outcome of plan as compared to estimated objectives. Management of B&M evaluate the plan
after measuring with forecasting results that helps in saving the time, cost and efforts of
company. It reflects successful implementation of sales process and provide effective outcomes.
Selling Techniques
These are the methods that help in achievement of sales targets of a business. In terms of
B&M some methods for achieving sales objectives of “sales increment” are considered below:
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Consultative selling: This is the significant method of selling that concentrates on experience of
potential customers about how they feel and see during their interaction with sales persons
(Johnson, 2016). In terms of respective business management should focus on effective tanning
and developing of staffs. Thus, they can attract more customers and increase the sale of business.
Following are the two approaches of it in order to focus on customer needs and wants:
Research: This involves gathering data about gather data about company size, social media
behaviours , needs and wants of customers, buying habits of them etc. if mangers of respective
organisation are uses this selling technique, will help in increasing customers base that
automatically leads to maximum sales of business (Malek, Sarin and Jaworski, 2018).
Ask: Another important consultative technique of selling is related to use of whom, where, what,
when, how rather than do, are, you, can while asking questions. The main motive of asking
questions is to be slowly discovering the leads goals, plans for reaching these goals . Using this
technique of selling helps the respective firm in obtaining their end objectives of business
(Misra, 2019).
Up-selling: This is another important selling technique associated with satisfying the needs and
wants of customers completely. In terms of B&M us selling technique is used to turn effective
shoppers into very profitable customers and keep them going back which result in loyal &
permanent customers that raise the profits and market share of firm..For instance a single scoop
of ice-cream in customer's head, a double scoop will satisfy them completely. In terms of
respective organisation there are two methods of this technique are considered as follows:
Provide consistence value: In terms of increasing sales of B&M managers can provide after
sales services to its customers for competing their sales. This helps in rising customers base and
maximise the sale of business.
Identify customers who have need: This is another up-selling tool that helps in rising sales
volumes of organisation. In terms of B&M this selling technique used to understand what a
customers wants to buy from them and then respective firm sell them bigger and better vision in
the future. This helps in plan sales targets better and setting timeline to pitch the update to them.
As per this method managers of B&M should identify those people who have needed their
products and services. This leads to accomplishment of business goals .
Although above discussion it is observe that consultative selling is effective method for
rising sales volumes of firm. In terms of respective organisation it helps in strengthen the
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