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Sales Planning and Operations Marketing Strategy

   

Added on  2019-12-18

13 Pages3185 Words222 Views
Sales Planning andOperations

TABLE OF CONTENTINTRODUCTION................................................................................................................................3TASK 1.................................................................................................................................................31.1 Significance of personal selling in supporting the promotional mix in context to John Lewis.31.2 Impact of sales people on buyer behaviour in both business to customers (B2C) and in business to business (B2B) with reference to John Lewis..........................................................41.3 Role of sales team in marketing strategy in John Lewis.......................................................4TASK 2.................................................................................................................................................5Covered in PPT...........................................................................................................................5TASK-3.................................................................................................................................................53.1 Sale strategy for develop the objective.................................................................................53.2 Importance of Recruitment and selection.............................................................................53.3 Role of motivation,remuneration,Training............................................................................63.4 Activity for the controlling the output...................................................................................63.5 Use of database in effective sales management....................................................................6TASK 4.................................................................................................................................................84.1 Development of a sales plan.................................................................................................84.2 Benefit in trade fairs by launching new brand of John Lewis...............................................84.3 Using exhibitions and trade fairs to increase sales................................................................9CONCLUSION....................................................................................................................................9REFERENCES...................................................................................................................................10

INTRODUCTIONSales planning and operations are the vital key solution to the lock of success. The report isaimed to provide understanding of the significance of sales in marketing strategies and evaluate theprinciples of selling procedure of a product or service. Role and goals of management of salesdepartment is also evaluated in this report. Planning of sales activity for a service or product is donein order to further analyse the importance and duties of sales persons. The report is drawn in contextto John Lewis a leading fashion hub in UK and other countries. The company has increased marketshare and growth and is better known for its partnership policies. It gives equal opportunity ofspeaking to all its partners and have a say about their perspectives and suggestions (Ivert, and et. al.,2015). The report uses John lewis for deeper understanding of the role and duties of sales andmarketing. TASK 11.1 Significance of personal selling in supporting the promotional mix in context to John LewisSelling is an essential part of promotional mix. It is the art of persuading people to purchasetheir product or service. It involves personal interaction of a team member with the people toconvey the message of their product or service. It is an organised, calculated and regular procedure.It plays a key role in marketing tool especially when the business involves interaction with otherhigh valued business. The following are the major aspects of personal selling which supportspromotional mix activities :Persuasive Proposals–Sales members make use of their interpersonal skills in order toconvince consumer by delivering the correct and systematic message of the company to theconsumers. They understand the needs and demands of individual customers andaccordingly persuade them for their purpose.Sale of complex products–Complex products bring many queries of customers. Sales persondeals with those queries and clears them. Management of sales cycles–Sales cycles are important for the company which are managedby them.Development of customer relationship- Relationship with customer helps to retain the beliefand trust of customers in the company. Personal selling aids in this development.

1.2 Impact of sales people on buyer behaviour in both business to customers (B2C) and in businessto business (B2B) with reference to John LewisThe buying procedure in both kind of business involves three steps:Awareness, Evaluationand final decision (MT Thomé, Soucasaux Sousa and FRRS do Carmo, 2014). The sales people ofJohn Lewis are responsible to make the whole procedure smoother. The sales people have differentimpacts on both these which could be understood by the following factors :Buyer behaviour- In B2B decisions made are more task oriented and specific aboutattributes rather than emotional and in B2C decisions are more emotional. Sales person inthe cited company focuses on these points to persuade both buyers. Buyer consumer relation -B2B involves more personal meeting and negotiations with thesales persons and in B2C they may go for mass media interactions and negotiations in largegroups. Communication procedure – This process in B2B is often time consuming and thecomplexity is more high than B2C. The communication with normal customers is easy andshort spanned and sales person of the cited company easily apply their powers of persuasionto convince them. 1.3 Role of sales team in marketing strategy in John LewisThe sales team of the quoted company is responsible for performing many tasks such as :Advice marketing team- Sales team people takes feedback from the customers and analysetheir needs. They suggest the marketing team to focus on the required aspects. Accordingly,the marketing strategy is made.Perform marketing duties- The sales people interact with the consumers and do themarketing of the offered service or product. Market segmentation – In some services or products it is essential to do the segmenting ofthe customers. It is the responsibility of the sales people to do the market segmenting.Pricing and distribution – As sales persons interacts directly to the customers they havebetter knowledge of pricing and distribution of the products and services. They provide thenecessary modi factions in pricing and deciding where sell of the company would bebeneficial and where it will not.Customer service – They take the responsibility of assuring the quality of service to thebuyers (Renz, 2016).

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