Sales Management: Principles, Techniques, and Strategies

This report explores the principles, techniques, and strategies of sales management. It highlights the importance of sales in promoting products and building customer relationships. The concept of 'selling through others' is explained, along with its advantages. The report also covers sales structure and strategies for maximizing profitability. Suitable for students studying sales management or professionals in the field.

Sales Management

Executive Summary
Main purpose of this report is to identify the importance of sales in promoting of product
at marketplace. There are different principles of marketing used that helps All Hail The Biscuit
in successfully development of product in marketplace.

Table of Contents
Executive Summary.........................................................................................................................2
INTRODUCTION...........................................................................................................................4
Principles and Techniques...............................................................................................................5
A Key principles and Techniques of successful selling for All Hail The Biscuit..................5
B Analyse how these principles and techniques contribute to build and manage customer
relationships. ..........................................................................................................................6
Selling through others......................................................................................................................7
Explain the concept of 'selling through others' and also examine the importance and
advantages of using this sales techniques. .............................................................................7
Sales Structure .............................................................................................................................8
A Evaluate the sales structure relevant to the product range..................................................8
B Assess the implementation of different sales structure, illustrate with specific organisation
example...................................................................................................................................9
C Explain sales strategies maximising profitability as a critical element of corporate account
management within a defined sales structure.......................................................................10
D Evaluate and recommend how an efficient sales structure can improve financial viability
and assist a strategic advantage over competitors................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Sales management is a activity of developing a sales force, organising sales operation and
implementing the techniques of sales that helps the organisation to attain the sales target
(Coetzee, 2019). Sales management helps to contribute in achieving goals and objectives of the
organisation. The sales manager sets their objectives, policies and strategies of personal selling.
In company sales is the only function which helps to generate income. The objective sales
management is to Increase sales volume and improve the profit of the Firm. This could be done
by proper planning, coordinating and controlling. Sales management become a market leader
when they work for increasing sales and profits. The function of sales management is to prepare
a sales plan and identify the candidate who can execute the plan. There are three key aspects of
managing the sales process they are Sales operation, sales strategy, Sales analysis. It makes
product or services available to the customers and also support the business to run for long term.
The importance of sales management is to meet competition and improve the methods of in
reducing cost and increasing profit. Sales people have to build a strong relationship with people
to sell them a product or services. The jobs in Sales position are of Sales head, sales person, sales
manager, sales executive and sales service personnel. The role and nature of selling is to make
money. Companies spend large amount to provide training to their sales employees so that they
can effectively sale (Geoffery Lancaster & David Jobber, 2015).
The chosen organisation for this report is All Hail The Biscuit. All Hail The Biscuit was
launched in 2019, it is a restaurant which shares a love of biscuits and offers breakfast to their
customers. There main aim is to open a restaurant and serve breakfast and lunch through which
they can grab an opportunity to start implementing their concept. Recently All Hail The Biscuit
has announced that they are growing their business by opening a restaurant for lunch and
Breakfast in Miami Township. The customers can grab the cup of coffee, salads, Brisket Biscuit
by enjoying their dining service. They are offering a simple cooked food with various ingredients
through which they can attract more customers. They are also rewarding the people who hep
them in establishing their business as they need help from the people it could be in terms of
monetary or non monetary. They are rewarding coffee mugs, cooking classes and private dinners
to people who will help them. They will also wrote the names of the people on hall of fame
inside the restaurant. This is their way to say thank you to people who support them in growing
their business.

In this project All Hail The Biscuit have to develop the sales strategies and also focus on
the principles of successful selling for increasing their profit and growth. The aim of this report
is to focus on the principles of successful selling and importance of developing sales strategy to
earn huge profit. The report also consist the importance and advantages of using sales technique
and also ascertain the concept of selling through others. It also covers the sales structure and its
implementation.
Principles and Techniques
A Key principles and Techniques of successful selling for All Hail The Biscuit
Principles of Selling
There are various principles of selling they are outlined below-
 Utilising Technology-
Utilising Technology is the key principles of successful selling if All Hail The Biscuit
understands how and when they have to supercharge their sales methods with technology. They
can include the instruments like electronic signing apps, CRM solutions, meeting software and
many more. For successful selling the organisation must access the customer data.
 Creating a positive sales culture-
All Hail The Biscuit have to build a positive culture that motivates the principles of successful
selling. In any sales operation, an effective sales leadership is must required to set a clear path
for the growth and success. A positive sales culture brings a sales professionalism of the
company to understand the role they have to play in the business.
 Retention-
Retention of customers is a principle of successful selling in today's modern business. All Hail
The Biscuit have to keep focus on their current customers rather than to find a new customers.
They have to build a strong customer base so that they will be loyal towards the organisation
(Inyang, 2017). All Hail The Biscuit should keep their customers engaged by providing them
bonus, rewards or discounts. Rewarding clients could be a effective way to keep them happy and
attractive towards the organisation.
 Social Media Outlets-
In today's Modern Culture, social media is the wave of the future. Every organisation is on the
social media platform to promote their business, it increases the sales and growth. Social Media

is also a key principle for successful selling for businesses. The goal of the All Hail The Biscuit
is to develop a content to engage the viewer, promotes the brand and attract the customers to buy
the products through the websites.
 Collecting Data-
All Hail The Biscuit must have the knowledge of sales so that they can create a credibility. The
organisation should make sure to go over past notes, details, feedback from the clients. It helps
the organisation to increase their sales and also they can improve their sales technique.
Pepper and Roger's Identify, Differentiate, Interact and Customize Model
Pepper and Roger's Model has developed IDIC, it is a model which provides blueprint for
implementing the CRM in different situations.
Illustration 1: Pepper and Roger's Identify, Differentiate, Interact and
Customize Model
(Source: Pepper and Roger's Identify, Differentiate, Interact and Customize Model, 2021)
The model have Four step they are as follows-
Identify-
For every Business there main aim is to identify the customers. The customers can be
identified by collecting information such as name, purchase history and their address. The
Organisation collects data to understand the needs, requirements and desire of customers so teht
they can fulfil it easily.
Differentiate-
The next step for an organisation is to differentiate their customers according to their
projected and current lifetime value. The Company must differentiate customer on the basis of
their value as it helps in identifying the most valuable customers on which they can focus and
target for increasing their growth (Peppers and Rogers, 2016).

Interacting-
In Third Stage The Company apply CRM strategies by which they can interact with their
customers. When organisation analyse and categorised their customers they can develop
customised Interactions.
Customize-
After customer interaction an organisation can analyse for developing more customised
services. The goals of customisation is to fulfil the needs and expectation of customers so that a
healthy relationship must be maintained between company and customers.
Techniques of selling
A sales technique is used by the company to increase revenue and help them to sell more
effectively. The techniques for successful selling of All Hail The Biscuit are as follows-
 Marketing technique-
The All Hail The Biscuit can use the marketing technique to increase their sells. The sales and
marketing team come together to increase the growth of the company (Jobber, 2020). The
company can promote their products through advertisement. It increases the brand value of the
company and also attracts the customers.
 Emotional Technique-
Emotions is also an one of the tool of selling technique. All Hail The Biscuit can use this
technique to increase their sells by providing the information of how they reuse the waste
products and make the useful products. The company is creating an awareness among the society
to reuse the waste items and make them useful.
 Sampling Technique-
The company can use the sampling technique by providing the samples of their products to the
customers so that they can give the review and advise if there is any issue regarding the products.
The feedback of the customers helps the company to make the necessary changes related to the
products and improve their quality.
Quality Competitive Index Model
The Main Focus of Quality Competitive Index Model is on three activities such as
Retention, acquisition and Penetration. The model starts putting the customers external
environment at priority, the experience of customer get impacted with the business goals, pain
points and other factors. These Factors affects the buying behaviours of customers. For any

business to survive for a long period of time it is important to retain customers. It could be done
by proving various facilities that attract them (Shin, 2017).
B Analyse how these principles and techniques contribute to build and manage customer
relationships.
These principles and techniques contributes to build and manage customer relationship
through-
 Asking for feedbacks-
The company must take the opinion of the customers, it helps them to make the necessary
change in the product if required. All Hail The Biscuit should invite the customer feedback to
show them that their opinion matters for them. They can take the feedback of their reuse items
from the waste products. Customers feedback helps the company to find the solutions of the
problem. The company should meet the needs of the customers, it increases the growth of the
business (Kristen Bell DeTienne and et. al., 2019).
 Providing discounts-
The company can also build the relationship with the customers by providing them discounts on
their products. The discounts helps the organisation to attract the customers and also increase the
purchasing power of the customers. All Hail The Discount can offer the discounts on their
products so that they can grab more and more customers.
 Providing free sample-
The company should provide a free sample to the customers so that if the customers like their
product they can buy the product from the company. Free sample helps to increase the sales and
also improves the quality of the product based on the feedback of the customers.
 Address the negative feedback-
All Hail The Biscuit should also address the negative feedbacks of the customers, it helps them
to develop their products or services. The company should not feel offended if any customer give
negative feedback they should also address them and take the appropriate actions to solve the
problem.
 Handling queries-
The company should also handle the problems and queries of the customers. They should
address the queries so that they can fulfil the needs and requirements of the customers and make
the product according to them.

Buttle's CRM Value Chain Model
The Buttel's CRM Value Chain Model is designed to give more attention to customers
and make them feel valuable. The customers are treated differently as they helps in generating
profit and increase the productivity of Business. By using this model an Organisation can
develop a long term relationship with its customers and they also gain loyalty.
Illustration 2: Buttle's CRM Value Chain Model
(Source: Buttle's CRM Value Chain Model, 2020)
There are few steps which must be focused for attracting customers they are-
Customer Portfolio Analysis-
With the help of this step an organisation can identify the most valuable customers.
Customer Intimacy-
By identifying the most valuable customers the second process is to fulfil the needs and
requirements of consumers. The Company have to determine the ways by which they can serve
them best.
Network Developments-
For satisfying the needs and requirements of customers all the functions of organisation have to
work collectively so that consumers get highly satisfied with their services and products offered
by Company (Badsi, Ghomari and Zemmouchi-Ghomari, 2017).
Value proposition developments-
For developing value proposition the company have to combine the network with its
products and services which helps in giving value to its customers. For attracting more customers
the company must provide discounts and offers that also helps in increasing its profitability.
Managing the relationships-

After all these process, the last one is to manage the relationship with customers. It is the
responsibility of organisation to create strong relationship with customers by providing discounts
and launching innovative products.
Selling through others
Explain the concept of 'selling through others' and also examine the importance and advantages
of using this sales techniques.
Selling through others is one of the most effective way to reach end to end customers
than selling directly to them. Selling through others generally means involving the other parties
like retailer, supplier and other intermediaries (Jobber, 2020). This helps to reach more
customers and also increases the profit of the company. Selling through others helps to get access
to strong customer base without any investment in sales. It helps to get access of group of
customers who visit to purchase the products in retails shops. Selling through others puts
responsibility of selling the product on Intermediaries. The importance and advantages of selling
through others are as follows-
 Increases Reach-
Selling goods through others increases the reach of the business. If the company hires a
sales team it will be very expensive for them to cover all the territories. Reaching to more and
more customers involves the significant investment and efforts of All Hail The Biscuit. By the
help of retailers, the company can expand the geographical operations easily and in faster way.
 Grab more Customers-
Dealing with other intermediaries gives access to increase customer base without any
investment in a sales and marketing programs (Jobber, 2020). The more and more customers get
attracted who visit the retail outlets to buy the product served by the All Hail The Biscuit.
 Enhance Selling-
Selling the products through retailer, the company must provide a product training to
retail sales team so that they should have the relevant knowledge about the products of All Hail
the Biscuit. The retailer have the responsibility to sell the products and generate revenues. For
example, they can promote their products through advertisement it also increases the sale.
 Marketing Campaign-

The retailer and the company can run the joint campaign to create awareness to the
customers and prospects that the products are available in the retail outlets. The marketing
campaign helps All Hail The Biscuit to increase their sales and enhance the growth of the
business. Through marketing campaign the business can attract more customers and increase
their customer base (Stephen Diorio, 2020).
Sales Structure
A Evaluate the sales structure relevant to the product range
Sales structure is the design of the sales team. There are different types of sales structures
which are relevant to product range they are as follows-
 Geography structure-
Geographical structure allows the company to build a familiarity with a specific geographic
location. They can build a relationship with local businesses, get to know their local competitors
and track target account.
 Product line organisation structure-
If the company sells different type of products it helps them to align sales people to those
products or services. It allows the company to be expert on a specific products and they can
better communicate its value.
 Customer size organisation structure-
In this organisation structure, the team should be aware that it would be more difficult to manage
the resources. There should be a proper communication between the team members to ensure
that all customers have received the same quality of service.
 Industry Organisation structure-
Industry organisation structure is one of the expensive structure of sales. Different industries use
product or services in a different ways. The company must know how to position offerings in the
industries by organising sales team accordingly.
B Assess the implementation of different sales structure, illustrate with specific organisation
example
All Hail The Biscuit must use the product structure, as it focuses on different product or
services and also functioning as individual unit within the organisation (Maani, and et. al., 2019).
The product structure have the advantages and disadvantages for the business they are-

Advantages
 It focuses on specific market segment.
 It also meet the needs of the customer more effectively.
 Product structure responds to market changes more quickly.
 It also encourage the competition among the each department.
Disadvantages-
 Coordination is required when there is more sales representative having same
geographical account.
 The company may face the higher cost due to duplication of effort within geographies.
C Explain sales strategies maximising profitability as a critical element of corporate account
management within a defined sales structure
There are different sales strategies to maximise the profit they are as follows-
 Increase the Marketing-
The company can increase the sales by boosting the marketing techniques. The organisation
should target the particular geographical location and run the ads and promotion in the particular
locations and check the results whether the customers are willingly buying the product or not
before spending the entire budget (Scott Edinger, 2020).
 Review price strategies-
If the product or services of the company is price sensitive than they have to pay attention on the
pricing strategies. The company have to find out whether they have to raise or lower the prices of
the products. The price of the products matters the most in selling. If the company charges high
price it creates a higher perceived value in the minds of the customers and also increases the
margin of the company (Tang, Holmes and Foley, 2020). If the company offers the product at
low price it increases the revenue.
 Expand distribution channels-
Expanding the distribution channels can boost the sales and revenues without any requirement of
change in marketing or pricing. The company can study the effects of using direct mail, retailers,
wholesalers, distributors and online selling to assess how these method can affect the sales
volume and profit margin of the company.
 Developing relationship and cross promotions-

The company should look out the business that don't compete but have the same target customers
and also develops the cross promotion. The company should also use the social media programs
to develop a strong relationship with the customers. More the products of the company are
promoted, the more sales and revenues will generate.
D Evaluate and recommend how an efficient sales structure can improve financial viability and
assist a strategic advantage over competitors
Through the sales structure the company can increase its financial viability by applying
various strategies that could help to maximise the sales revenue and profitability. The company
can look at reducing business costs or increasing their turnover. The small improvement in the
businesses may lead to great difference in profit margin. These sales structure helps to look out
the more changes required in business. For example, Entering into new market, develop new
products or services to increase their profit.
The strategic advantage over competitors are as outlined below-
 Sales structure helps All Hail The Biscuit in attaining of competitive advantages because
with the help of this, they can easily attract larger customers base.
 Effective sales structure facilitate All Hail The Biscuit in increasing of brand or product
awareness among customers and marketplace this turn to impact in increasing of
profitability am sales ratio.
Gartner's Competency Model
This model was provided by Gartner Inc., it is a leading company of IT and research.
This model is a framework for leaders of product management for targeting customer
relationship management with purpose of improving present and future functionality of a goods
and services (Andriole, 2018). With this model an organisation can identify and understand the
competencies for CRM so that they can be successful in future.
CONCLUSION
From the above report it is been concluded that, the company must use the following
techniques of successful selling to increase their sales. These techniques helps to increase the
brand value and the growth of the company. The company should also implement the sales
strategies to boost their sales. By implementing sales strategy the company can increase their
sales and profit. The organisation can also increase their customer base and attract more

customers by their product. Firm must use sales strategy to attract customers they should build a
strong relationship with them so that they feel sales person is genuine.

REFERENCES
Books and Journals
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Intervention Design and Protocols for Multi-Cultural Contexts (pp. 217-240). Springer,
Cham.
Inyang, E., 2017. Three Essays on the Role of Sales Strategy in Salesperson
Performance (Doctoral dissertation).
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Textbook: Chapter 1- Geoffery Lancaster & David Jobber (2015) Selling and Sales Management
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