Sales Management: Principles, Techniques, and Strategies for Cusa Coffee

This document provides an overview of sales management principles, techniques, and strategies for Cusa Coffee. It covers definitions of sales management, key principles, and techniques of successful selling. It also discusses the concept of selling through others and evaluates sales structures relevant to the product range. The document is relevant for students studying sales management or anyone interested in understanding the sales process for Cusa Coffee.

Sales Management

Table of Contents
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Definitions of sales management contextualized to the product range.......................................1
Examination of the key principles of sales management, focused upon planning, selling and
reporting with an example of a business to business and business to consumer.........................1
TASK 2............................................................................................................................................3
Introduction to the product or service range supported by company data and industry trends...3
Description and explanation of the key principles and techniques of successful selling relevant
to the company.............................................................................................................................4
Description of the concept of selling through others along with importance and advantages of
using this selling technique..........................................................................................................4
Evaluation of the sales structures relevant to the product range.................................................5
Critical assessment of the implementation of different sales structure.......................................6
Explanation of sales strategies maximizing profitability as a critical element of corporate
account management defined sales structure...............................................................................6
Evaluation and recommendation regarding the way in which an efficient sales structure can
improve financial viability and assist a strategic advantage over competitors............................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Sales management can be defined as the process of managing and maintaining all the activities
which are performed by an organization for the purpose of meeting the goals such as higher
revenues (Chapman and Wahlers, 2017). There are various activities involved in it that includes
planning, organizing, controlling etc. The product which is selected for this report is Cusa Coffee
which is an instant coffee. It is made with revolutionary botanical extraction technology so that it
can provide good taste to the consumers. This report is segregated in two parts first one is a
script and second one is a report. The topics covered in both of them are demonstration of the
understanding of sales management principles, the way in which sales structure is organized and
importance of selling through others etc. Apart from this, analysis and application of principles
of successful selling and understanding of finance of selling is also covered in this project.
TASK 1
Definitions of sales management contextualized to the product range
Sales management is the process of formulating such strategies that may result in enhanced
performance of the company. It is very important for all the entities to make sure that they are
managing all the activities so that long term goals such as higher profits, enhanced revenues etc.
could be accomplished successfully. There are various ranges of products which are offered by
Cusa Coffee. These are light and medium roast coffees. In order to manage their sales, the entity
is paying attention towards the requirements of the clients who are targeted to sale them. All the
items that are offered by it could be made with hot as well as cold water so that customers can
enjoy them according to their requirements and choices. The main target of Cusa Coffee is to
make the instant coffee more convenient than ever (Chapman, Schetzsle and Wahlers, 2016).
Examination of the key principles of sales management, focused upon planning, selling and
reporting with an example of a business to business and business to consumer
Sales management is required to be focused by all the organizations so that they can perform
all their operations successfully. There are various principles of it that can help all the
organizations to maintain their sales in business to business and business to customer sales. By
paying attention towards all of them a business will be able to meet all the targeted goals as well
as the future objectives that are formed for development of business. Cusa Coffee is also required
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to make sure that it is also focusing upon the principles of sales management as it is required for
it to achieve sustainability for itself.
Consistency is the first principle of sales management that guides the brands to be
consistent so that customers could be satisfied. This principle if mainly focused with planning
because without planning it is not possible for a business entity to be consistent in the operational
activities. It is also followed by Cusa Coffee so that it can meet the expectations of its clients
while selling its products to them directly through business to customer selling. With the help of
it, all the planning activities are executed in systematic manner which helps to reach the targeted
goals (Chapman and Wahlers, 2019).
Delegation is another sales management principle that states that all the sales managers
and other staff members that are working for an entity should be delegated towards their work so
that they can contribute in the attainment of organizational goals. While handling tasks in
business to business selling the mangers of Cusa Coffee will be responsible to distribute their
responsibilities among other staff so that they can perform all the tasks successfully. This
principle is highly focused with selling all the products so that sales could be increased.
Equality is also a principle of sales management in which the managers are required to
treat all the staff members equally so that they engagement level could be increased. While
selling goods through business to customer channel it is essential for the management in Cusa
Coffee to make sure that all the employees are treated equally. It will help to perform all the
activities properly with higher level of planning. This principle will help Cusa Coffee to increase
contribution of workforce in the attainment of all the business goals.
Conviction is the last principle of sales management in which the sales managers of all
the companies are required to face hard choices and rough conversation. It states that all the
activities that are performed by an organisation should be recorded so that it can be analysed that
business is progressing or not. It is required to be followed when Cusa Coffee will be selling its
products to the supermarkets to sell to the customers which is a business to business channel.
According to this principle the sales manager is responsible to handle the sales team properly so
that all the targets could be accomplished successfully (Cummins, Peltier and Dixon, 2016).
Sales script among sales representative and a client in the 3 day event is as follows:
Client: Hello, I would like to know about the product that you are representing.
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Sales representative: Hello sir! I am representing Cusa Coffee which is the instant
coffee and it comes in two variants which are light and medium roasted.
Client: Don’t you think that instant coffee doesn’t taste good? No matter how gourmet it
is, it always tastes inferior brewed from ground beans.
Sales representative: I totally agree with you sir, but Cusa Coffee is the solution for the
problem as it is world’s first cold brew instant coffee.
Client: What are you trying to say I don’t understand?
Sales representative: It’s ok sir. Let me explain you. It is a mixture of amazing coffee
beans and revolutionary botanical extraction technology which provides best cups of coffee you
ever had.
Client: That sounds good and if it can provide a best cup of coffee same as we make at
home or order at coffee shop then it will definitely want to give it a try.
Sales representative: Sure sir.
Client: Thank you!
TASK 2
Introduction to the product or service range supported by company data and industry trends
Cusa Coffee is the product of Cusa Tea and Coffee which is Boulder Start Up. It was
introduced by Jim Lamancusa who is the founder of the organization. It comes in two different
ranges which are medium and low roasted. It is a cold brew coffee which is offered by the entity.
According to the founder when amazing coffee beans are mixed with a patented botanical
extraction technology then the Cusa coffee was invented. This new startup is getting funding and
its financers are in creasing massively because of the new idea and quality of all the products that
are offered by it (Deeter-Schmelz, 2019).
The coffee industry is growing massively and the consumers of it are in creasing around
the world. All the instant coffees are not able to meet the taste of homemade of café’s coffee. It
is one of the biggest concerns of the buyers when they buy products like Cusa Coffee. In order to
deal with all the issues that may take place in future for the entity the founder has planned to use
a new and improved technology that will make the instant cold brew coffee taste better. It is the
patented botanical technology which is facilitating Cusa Coffee to attract large number of
investors and generate funding.
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Description and explanation of the key principles and techniques of successful selling relevant to
the company
For all the organizations it is very important to make sure that they are able to sell all their
products successfully in the market so that all the long-term goals could be accomplished. As
Cusa Coffee is a new startup therefore it is essential for it to determine different principles and
techniques which could be used by it to sale all its items successfully in the market. Description
of some of them is as follows:
Gathering social information: It is one of the main principles of successful planning
which is required to be focused by Cusa Coffee. In order to attain the targeted sales in the market
it is very important for the entity to gather social information so that details about customer’s
preferences and requirements could be collected. With the help of it all the desired level of sales
could be made.
Using latest technology: In order to be the successful seller in the industry it is essential
for all the companies to make sure that they are using latest technology so that all the items could
be sold successfully. It is the principles which is also required to be focused by Cusa Coffee and
it is also using a new technology which is the latest botanical technique which will help it to
attract large number of customers and maximize its sales.
Specificity: It is one of the major techniques of successful selling in which all the entities
such as Cusa Coffee are required to be specific about the product that will be sold in future. By
using it the organization will be able to sale all its items successfully and attain success (Johnston
and Marshall, 2016).
Continuous improvisation: It is also a technique of successful selling in which all the
organizations like Cusa Coffee are required to make sure that they are making improvements in
their products on continuous basis. By paying attention towards it an organization can maximize
its sales and attract large number of targeted audiences.
Description of the concept of selling through others along with importance and advantages of
using this selling technique
Selling through others is a selling technique which could be used by organizations to sell
all their items with the help of a mediator or retailers. If it is selected by companies then they can
maximize their sales as there will be various parties that will be working to sale all the items in
the market. It could be selected by Cusa Coffee for the purpose of selling all the coffees of it in
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market and reach maximum number of clients. With the help of it, there will be various channels
that will help to offer the coffee to large number of targeted audiences. Importance and
advantages of this selling technique to the organization are as follows:
Importance of selling through others:
 It is important for start up businesses because with the help of it they can reach to
maximum number of customers (Johnston and Marshall, 2016).
 It is essential for Cusa Coffee because it can help to meet the long-term goals such as
higher sales, profits and successfully established business.
Advantage of selling through others:
 Selling through other is very beneficial for Cusa Coffee because it can facilitate it to
increase its distribution channel and be easily available to the targeted audiences.
 By making all the coffees available in the supermarkets Cusa Coffee will be able to
establish itself successfully in the market.
Evaluation of the sales structures relevant to the product range
Sales structure can be defined as the design which is followed by an organization for the
sales team so that all the members can perform all their jobs properly. In order to maximize the
sales of coffee in the market it is very important for Cusa Coffee to adopt best suitable structure.
There are various types of them which could be selected by the organization. Description of them
is as follows:
Geography: In this type of sales structure an organization hire individuals from the areas
where products will be sold. Main purpose of using it is to maximize sales by reaching maximum
number of customers. By selecting it Cusa Coffee will be able to target large number of
customers as the sales officers will have detailed information of taste and preferences of all the
clients from their area and they can increase sales (Malek, Sarin and Jaworski, 2018).
Product line: Under this type of structure an organization select different individuals
who are having expertise in selling the items. For the management post such individuals are
selected who are having detailed information of the products that are sold by n entity. It could be
adopted by Cusa Coffee because it can help the organization to communicate with all the
customers easily and resolve all their queries regarding products.
From both the above described sales structures Cusa Coffee should selected product line
structure as it will help it to satisfy needs of all the clients. As it is a startup therefore it is not
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possible for it to expand business in different locations at initial level therefore geography
structure cannot be adopted by it.
Critical assessment of the implementation of different sales structure
There are various types of sales structures such as geography, product line etc. These are
implemented by organizations according to their choices. In order to implement any one of them
it is very important for the entities to make sure that they are gathering details of each one of
them (Matsuo, 2018).
Geography sales structure is implemented by large organizations when they are planning
to enhance sales in some specific locations. For example, when Waitrose Limited will be willing
to maximize sales in the cities or countries where it is operating business then it will be very
important for it to hire sales executives from there. It will help them to fulfil all the requirements
of clients as the sales officers will be familiar with the customers.
Product line sales structure is implemented by small and start up businesses such as Cusa
Coffee so that it can reach to the maximum number of customers in its local market. By using
this structure entity can resolve all queries of targeted audiences and fulfil all the requirements
because it guides to hire such individuals who are having detailed information of products.
Explanation of sales strategies maximizing profitability as a critical element of corporate account
management defined sales structure
As Cusa Coffee is a start up therefore product line sales structure is the best suitable one
structure for it. In order to implement it successfully it is very important for the organization to
adopt different sales strategies so that profits could be maximized. Some of them which could be
adopted by the entity while implementing it are as follows:
Knowing the product: It is the first sales strategy which could be used while
implementing sales structure of product line so that profits could be maximized by Cusa Coffee.
Under this strategy all the sales officers will be required to be aware of the product so that they
can aware customers about all the features of them. With the help of it, the organization will be
able to enhance its profits as it will help to deliver accurate information to the clients and
motivate them to buy more and more (Skowron, 2017).
Knowing the customers: It is another strategy which could be adopted by Cusa Coffee
while implement product line sales structure. With the help of it, profits could be increased
because it is highly focused with gathering detailed information of requirements of customers so
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that all their needs could be fulfilled. This strategy will be beneficial for the entity as it will help
the entity to offer such items to the customers that they are willing to buy. By adopting it the
organization can maximize its sales which will also help to generate higher profits.
Engaging communication: It is also a strategy which could be focused by Cusa Coffee
so that it can generate higher profits. With the help of it the organization can pay attention
towards communication between the customers and the entity. It will be beneficial to aware all
the targeted audiences regarding benefits and characteristics of all the items that will be sold to
them (Spillecke and Brettel, 2017).
By adopting all the above described strategies of sales Cusa Coffee will be able to
maximize its profitability as all of them help to target large number of customers and maximize
sales.
Evaluation and recommendation regarding the way in which an efficient sales structure can
improve financial viability and assist a strategic advantage over competitors
When an organization will be adopting efficient sales structure then it can help to improve
financial viability and assist a strategic advantage over competitors. Recommendation to Cusa
Coffee for the appropriate sales structure are as follows:
 Cusa Coffee should focus upon Product Line sales structure as it will help the
organization to maximize its profits and acquire financial viability (Syam and Sharma,
2018).
 When the entity will be able to aware all the customers about benefits of its products then
it can help it to attain competitive advantage and deal with high level of competition.
CONCLUSION
From the above project report it has been concluded that sales management is the process of
controlling and monitoring all the steps that are taken by the managers for the purpose of
managing all the sales related activities. Consistency, delegation, equality and conviction are
some of the principles of sales management that are required to be focused by all the
organizations. Some other principle and techniques that can also be used to sale products
successfully are specificity, social information, latest technology, continuous improvisation etc.
In order to improve sales companies can also selected selling through others technique which can
help to reach maximum number of customers and increase sales. There are various sales
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structures such as geography, product line etc. Business entities can select any one of them so
that the predetermined objectives could be accomplished.
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REFERENCES
Books and Journals:
Chapman, J. and Wahlers, R., 2017. The MARS Sales Management Simulation: 10+ Years
Later.
Chapman, J., Schetzsle, S. and Wahlers, R., 2016. An innovative, experiential-learning project
for sales management and professional selling students. Marketing Education Review.
26(1). pp.45-50.
Chapman, J. D. and Wahlers, R.G., 2019. Peer Evaluations for Extended Group Projects for a
Sales Management Course.
Cummins, S., Peltier, J. W. and Dixon, A., 2016. Omni-channel research framework in the
context of personal selling and sales management. Journal of Research in Interactive
Marketing.
Deeter-Schmelz, D. R., 2019. Personal Selling and Sales Management Abstracts. Journal of
Personal Selling & Sales Management. 39(2). pp.189-200.
Johnston, M. W. and Marshall, G. W., 2016. Introduction to Sales Management in the Twenty-
First Century. In Sales Force Management (pp. 29-54). Routledge.
Johnston, M.W. and Marshall, G. W., 2016. Sales force management: Leadership, innovation,
technology. Routledge.
Malek, S. L., Sarin, S. and Jaworski, B. J., 2018. Sales management control systems: review,
synthesis, and directions for future exploration. Journal of Personal Selling & Sales
Management. 38(1). pp.30-55.
Matsuo, M., 2018. Sales management: Learning and innovation in Japan. Journal of Marketing
Channels. 25(4). pp.241-244.
Skowron, A. A., 2017. Project of the database system supporting sales management in the Prima
Poland company (Doctoral dissertation, Katedra Systemów Zarządzania).
Spillecke, S. and Brettel, M., 2017. The Effects of Informal Sales Management Controls on the
Learning and Entrepreneurial Orientation Within Sales. In The Customer is NOT Always
Right? Marketing Orientationsin a Dynamic Business World (pp. 336-336). Springer,
Cham.
Syam, N. and Sharma, A., 2018. Waiting for a sales renaissance in the fourth industrial
revolution: Machine learning and artificial intelligence in sales research and
practice. Industrial Marketing Management. 69. pp.135-146.
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