Sales Management: Principles, Techniques, and Strategies 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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