Sales Management Principles and Techniques for All Hail Biscuits

This document discusses the key principles and techniques of successful selling for All Hail Biscuits. It explores the importance of building and managing customer relationships and explains the concept of 'selling through' others. The document also analyzes different sales structures and strategies for maximizing profitability.

Sales management part
2

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 2............................................................................................................................................3
Describe and explain the key principles and techniques of successful selling relevant to the
company. ....................................................................................................................................3
Critically Analyse how these principles and techniques contribute to building and managing
customer relationships.................................................................................................................5
Explain the importance and the advantages of the concept of ‘selling through’ others..............6
Sales Structures..........................................................................................................................7
Critically assess the implementation of different sales structures,............................................8
Describe sales strategies maximising profitability as a critical element of corporate account
management within a defined sales structure..............................................................................8
Evaluate and recommendations...................................................................................................9
CONCLUSION ...............................................................................................................................9
REFERNCES:................................................................................................................................10
Books and Journals:..................................................................................................................10

INTRODUCTION
Sales management is a vital concept performs by every business firm. Every business is
running to earn profit and rendering goods to achieve highest target of sales. Organisation
mainly focus on building sales strategies due to high competition into market. Every other firm
use different techniques and approaches which assist in boosting sales into long run. Sales are
depended on customers, trends, behaviour and culture of people. Different people have different
choices while selecting for product that differs in market. Organisation build relations with
customers and make proper evaluation of product so that people will surely get aware about its
feasibility and relevance. The report has taken an organisation of kickstarter group that is All
hail biscuits, the company influenced about their product quality in breakfast and lunch items. It
is a growing project of kisckstater group which is now taking a lead into market as it has slower
downed the operation during COVID-19 pandemic(Avila, and Inks, 2017). The report will
consist effective principles and techniques to rebuilt their sales by understanding effective sales
structure selling concept, selling through other. Also, how these c0oncept make contribution in
profitability will be evaluate significantly. Through the help of strategies, the project will think
of its expansion into different food departments. Effective ales forces, planning and execution
will specify how the area will it be expand into long run.
MAIN BODY
TASK 2
Describe and explain the key principles and techniques of successful selling relevant to the
company.
Organisations are running and established for making immense efforts for boosting their
sales into whole wide market. It is a continuous procedure that needs to be maintain into business
practices. The organisation make effective efforts in building coordination among employees and
sales function. Without achieving sales targets, there is no chance to get the revenue and
company could come in situation of facing losses. Sales management is a broader concept that
defines various tasks and activities needs to be manage together(Beeler, Zablah, and Johnston,
2017). Here employees and marketing team play important role in setting fruitful strategies,
portfolio, target market, pricing and discounted schemes. There are various principles related to
successful selling of Al hail biscuits these are described below:

Sales planning: sales planning is initial stage which an organisation move with great
capabilities. Making plans for what to sales, ow to sales and where to sales will result in higher
profitability and achieving sales target. These plans helps in making the product grow to the
large market. As for All hail biscuits, they need to make significant plan to attract customers
towards their food for which, they needs to undertake several important steps that re described
below: Analysis: The main task need to perform by Al hail biscuits is to first analyse what does
the company required more to consist into their food department which helps in
refreshing effective quality and quantity of goods hence, results in making sales. Setting Goals: After analysing it is required to set goal a show the requirements and
change will be come into organisation. These goals must be attainable and try to make
them shorter for insisting short term achievements(Durugbo, 2020). Al hail biscuits has
designed goals to to achieve 10% rise in sales of biscuits and morning breakfast at
restaurant. Developing Plans: plans must get develop to achieve sales target by ensuring fuller
neutralisation of resources and engaging effective workforces also, need to build
coordination among them so that these targets will get achieve easily.
 Executing: After engaging effective sales and marketing team. There should be timely
execution of plans developed for making sales. Al hail biscuits needs to execute
marketing strategies through promotions and focusing on client retention.
Methods of Selling: selling is not an easy task so that it require proper methods to make it in
large numbers. Effective methods of selling will contribute in developing sales for present and
future aspects for Al hail biscuits. Consultative Selling: Under this step of selling method, isomers are focused at priority
basis. This ensure that products and services are derringer as per customers demand
which satisfy their utility and provide money worth. Al hail biscuits could take it as a
advantage of providing customer satisfaction lead to their retention (Ferdinand, and
Killa, 2018) Whereas, they should tackle critical issues while determining each
customer need and wok accordingly. Traditional / Compelling: this method of selling is quite outdated and are in no use into
current scenario. Through which, organisations were try to make sales irrespective of

customer demand, price and their utility. In this companies only try to earn profit
however, this approach will not be significant for Al hail biscuits as it could lack the
organisation from achieving future sales and customers loyalty will not get achieve.
Sales Reporting: it is the principle of maintaining control the sales management and check what
position have achieved into targeted period. This will help Al hail biscuits by monitoring
performance and sales have made during period so that improvement in strategies and employees
performance would get more encourage.
Importance of sales management:
 It provides path and clear ways on how to make sales into organisation
 it provide assistance to employees and managers by eliminating any chaos and confusion
while working for the target.
 Sales management helps ion reducing loss of outdated stock, inventory maintenance and
reduce uncertainty of unsold stock (Fischbach, Lee, and Kandaurova, 2018).
 It helps in maintaining cost of marketing and delivering
 Proper sales management helps in gaining opportunities to make strategies for new
product and growth.
Critically Analyse how these principles and techniques contribute to building and managing
customer relationships.
Sales management principles and techniques contribute in managing customer relations
as these principles drive effective solution to get of with problems come in understanding
customer behaviour. It is necessary to build these relations for Al hail biscuits through below
mentioned criteria:
Successful Selling and Selling Techniques: sales must be successful for gaining higher
revenue, but this concept is focusing on other aspects also (Fu, 2018). Successful selling meant
to put highlights on getting customer loyalty towards organisation. Making sales is easy but
making customers retain and stick to organisation product is tough but essential so that not not
sale will enhance but it get convert into successful selling.
Customer Relationship Management: maintaining relations with customers is
important to make their retention which get achieve by providing discounted schemes, special
treatment and many more benefits. All hail biscuits provide special samples of newly launched
biscuits to their existing customers which make them more concerned about its products as well

as create an attractive image fro new customers.
Analysis of selling approaches and techniques used by sales reps: selling approaches
and techniques have fruitful impact on increasing sales by evaluating past records. These are
not work in theoretical aspect but work into practical if used appropriately. Al hail biscuits had
maintain sales and customer relation before Covid-19 crises that resulted in the excitement
among customers for their come back. These techniques must be execute into systematic way by
analysing before making any sales decision that what it impact on market, getting negative
impact will arise need for making changes as per modern trends and customer preference.
Explain the importance and the advantages of the concept of ‘selling through’ others
Companies deal with large market and number of individual while performing into
market competition to take a stand into every part into world. Selling through others lowers
down the issues in reaching to every part together. As this concept is established to produce
assistance in making sales through mediators where organisation could not reach to customers
directly. Selling through others termed means to have a supply chain that goes with
manufacturer to suppliers and then move on to retailer (HR, and Aithal, 2020). Basically it
consist to make sales on a specific amount of percentage decided by manufacturer. Through this
concept, Al hail biscuits could achieve their targets and objectives related to increase sales and
customers attention. They could provide their biscuits to other retailers and wholesalers who
have business into different parts of city. This could be done by undertaking two ways that are
described below:
Traditional selling/distribution channels: in the recent time, many organisations might have
forgotten the traditional selling method but some have still consist in the existence. Through this
way Al hail biscuits need to first move on to dealing with manufacturers and suppliers to have
materials for their restaurant and then move on to distribution to retailers and wholesalers. This
will give rise to higher sales into the market and encourage expansion (XIONG, 2020).
Modern/Digital distribution channels: Under this way of selling method, organisation could
not make sales through distributors offline retailers rather they make it with E-commerce
business. Where digital sources will be use to reach towards large number of people and get
interact with them directly. Through this modern technique, Al hail biscuits needs to grab online

platforms, websites, application or other e-commerce platforms like Amazon, Alibaba and many
more.
There are a lot of benefits indulging with the concept of selling through others these are
defined below:
Effective reach: The concept of selling through others is effective to make reach towards large
customers at the same time. This approach of sales techniques is essential as it is difficult for the
o0ergansioation to expand and aware customers bout their products into whole wide world. Al
hail biscuits will get their regular customers by using this concept which is beneficial for them to
make unexpected profit.
Reduces responsibility of selling: Once the manufacturer or seller delivers their responsibilities
of product to the retailers. they get free from the loss of unsold goods as it become the
responsibility of retailers(Itani, Agnihotri, and Dingus, 2017). Al hail biscuits will get their own
profits without facing issues of regulate promotion each customers.
Reduces marketing costs: git is one of the best benefit indulging in the concept as organisation
are always in need of techniques that could lowers the cost and higher profits. Through making
sales with retailers and online channels. Marketing will not be the cost taking factors as it will
not needed for Al hail biscuits when they are focusing on online ways of selling.
Sales Structures
Sales structure is reliable format which defines effective paths and directions in which
sales could get achieve. Every work into organisation must be classified into simpler manner so
that it would not arise any cause of confusion and work load. Having an appropriate sales
structure provide any benefits into organisational context in building employees relations,
customers services, quick facilities, problem solving and many more. Al hail biscuits is a group
of project that make render their tastier biscuits and breakfast including coffee, sandwich and
other items. As the company wants to set up lunch and dinner facilities within restaurant will be
having large food products requires more of effective workforce through which each department
would get clear about their working criteria. There are mainly three structures of sale which are
described below:
Product Sales Structures: This type of sale structure is suitable when companies have different
selling units and varieties of products. Al hail biscuits needs to setup different departments for

food like vthye provide taste according to the age, income, and cultural aspect. For example,
vegetarian and non-vegetarian departments needs to be segregate so that no consumers would get
hesitate in eating into one common restaurant.
Geographical Sales Structures: Under this structure, Al hail biscuits needs to divide their sales
structure as per the targeted area where they decide to make expansion (Meynerts-Stiller, and
Rohloff, 2019). The project would mainly serve area around UK so that different team must be
allotted for different areas.
Functional Sales Structure: Under this, the work and activities of sales must be assigns as per
the function and matching capability of teams. Through which efficiency get empowered and
lowering the risk of failure.
Critically assess the implementation of different sales structures,
According to the understanding of different methods and ways of sales structure. It
evaluated that the organisation must prevail the most effective strategies for making sales. These
structure will give positive sights when regulate within overall department By effective
communication and guidance. As the restaurant Al hail biscuits wants to serve large number of
area, they need to develop and prepare employees to understand working criteria in order to
handle all department into easy manner (Swai, 2018). The main motive to have this structure is
to divide and perform sales work with less e burdened and prominent skills.
Describe sales strategies maximising profitability as a critical element of corporate account
management within a defined sales structure.
It needs to be ensure that strategies formulated by organisation must be that must
effective that it surely give rise top high profits and benefits for them. For that instance, Al hail
biscuits need to undertake following criteria into their sales structures:
Use of key account management and terms of payment in valid sales structures:
organisation have formulated effective strategies to incorporate direct sales into market
for achieving their goals and mission of being the highest earner. The company have various
choices in selected best structure within product, geographical and functional context (Singh,
Singh, and Banerji, 2018). Al hail biscuits needs ahas targets to serve into whole UK market
which is considered to be a wider area as compare to the newly run project of biscuits and lunch
into restaurant. They need to be very clear with with the mode of payment and need to include
both online and offline methods to make customer convenient.

Management of relationship by benefits to B2B customers:
Al hail biscuits decided to build relations and take advantage of concept of selling
through others. For that instance, these relation will only be maintained when company attained
a good image and revenue into market. Other business, wholesalers and retailers will only
believe in taking their goods when they seen reputed image and accountability of the
organisation into market.
Evaluate and recommendations
It has been evaluate that sales management has much importance to attain higher growth
and profit within competitive market. So, it is recommended for Al hail biscuits to follow each
guidelines of sales principles and make fuller utilisation of opportunities getting through other
business. It is necessary to have appropriate structures for employees welfare and their retention
also. There should be proper payment methods, taste of foods, quality and affordable prices
must be decided for achieving targets. As the project have initial stage into market, the price and
marketing will be needed at an extra level so that, company will get active in market with its
main features of reasonable standards of price.
CONCLUSION
Its has been concluded with the report that sales management is all depended upon its
effective principles to take into concern for every organisation. To get sales target achieve with
together efforts of workforce, there should be evaluation of proper sales strategies and
approaches of sales structures. As there have recommendations to how achievement would get
made to gain competitive advantage.

REFERNCES:
Books and Journals:
Avila, R.A. and Inks, S.A., 2017. The evolution of the sales process: Relationship selling versus
the challenger sales.
Beeler, L., Zablah, A. and Johnston, W.J., 2017. How critical events shape the evolution of sales
organizations: A case study of a business-to-business services firm. Journal of Business
Research, 74, pp.66-76.
Durugbo, C.M., 2020. After-sales services and aftermarket support: a systematic review, theory
and future research directions. International Journal of Production Research, 58(6),
pp.1857-1892.
Ferdinand, A.T. and Killa, M.F., 2018. The Pareto sales network asset: A networked power
perspective. Ferdinand, AT, & Killa, MF (2018). The Pareto Sales Network Asset: A
Networked Power Perspective. Business: Theory and Practice, 19(11).
Fischbach, S., Lee, S.H. and Kandaurova, M., 2018. Sales Rock! Constructing product value: An
anthropomorphizing classroom project. Journal of Education for Business, 93(8),
pp.430-435.
Fu, Y., 2018. Essays on Empirical Operations Management in Retail Sales and
Service (Doctoral dissertation, University of Pennsylvania).
HR, G. and Aithal, S., 2020. Sales Personnel Attrition Control and Retention–An Integrated
Framework for Lifestyle Retailers in India (RSPR-LS).
Itani, O.S., Agnihotri, R. and Dingus, R., 2017. Social media use in B2b sales and its impact on
competitive intelligence collection and adaptive selling: Examining the role of learning
orientation as an enabler. Industrial Marketing Management, 66, pp.64-79.
Meynerts-Stiller, K. and Rohloff, C., 2019. Sales and Procurement. In Post-Merger
Management. Emerald Publishing Limited.
Singh, R., Singh, R.K. and Banerji, D., 2018. Emotion regulation–natural reward strategy
linkage and its impact on sales performance: the mediating impact of salesmanship
skills. Journal of Business & Industrial Marketing.
Swai, L., 2018. Effective Management of Sales and Tax Collection using EFD Machines, The
Case study of Ilala Region (Doctoral dissertation).

XIONG, S.C., 2020. Research on Sales Business Control Problem. DEStech Transactions on
Economics, Business and Management, (eeim).