BTEC HND Business Unit 39: Sales Management Report on Boeing UK

This report delves into the intricacies of B2B sales management, exploring key principles such as sales planning, selling methods, and sales reporting. It examines the differences between B2B and B2C sales, emphasizing the importance of understanding the B2B sales process, which involves multiple decision-makers and a focus on buyer rationality. The report uses Boeing UK as a case study, providing an overview of the company's structure, sales trends, and product offerings. It analyzes sales management concepts, including sales planning, target audience identification, and the use of key performance indicators (KPIs). The report also discusses the principles of selling, encompassing prospecting, pre-approach, presentation, and closing techniques. Furthermore, it evaluates the benefits of various sales structures and the concept of 'selling through others'. The report concludes with a discussion of sales reporting metrics and references supporting the analysis.

B2B SALES MANAGEMENT

B2B SALES MANAGEMENT
Selling product and services of a business to another business reflects
the act of B2B selling. The differences of B2B to B2C selling are the
extensive sales cycle, developed price point, multiple touch points. The
process of B2B sales involves numerous decision makers due to the
complexity in price points (Sharma and Syam 2018). The practice of B2B
selling aims to target rationality of buyers (Johnston and Marshall
2016).

B2B SALES PROCESS
 Account
management
 B2B customer
engagement
strategy
 Query resolution
 Strategic
preparation (Liu,
Leach and
Chugh 2015).
 B2B customer
mapping
 Problem
resolution
 Cause
Identification
 Consequences
Identification
 Priorities and
financial aids
 Performance
improvement
 Competitors’
knowledge
 Expected
outcome
 Ensuring
accurate
timeline
 Success criteria
 Revise
 Proposal issued
 Delivery-
Installation
 Post sales
activities
 Referral
extraction
DISCOVER DIAGNOSE DESIGN DELIVER

ORGANIZATION-ABOUT
 Boeing UK is one of the subsidiaries of American multinational aerospace corporation (Boeing.co.uk 2019).
The vision of the company is to become best in the Enduring Global Industrial Champion and Aerospace
(Boeing.co.uk 2019)
The mission of the company is to protect, connect, inspire and explore world by the innovation in Aerospace
(Boeing.co.uk 2019).
 The president of Boeing International is Michael Arthur (Boeing.co.uk 2019).
2,500 employees (approximately) (Boeing.co.uk 2019)
Operates in 65 plus locations of United Kingdom and Ireland, like, Fleet, Yeovil, Manchester, Bristol, Frimley, Gosport,
Farnborough and Salisbury (Boeing.co.uk 2019).
Headquarters is located at Westminster, London, United Kingdom (Boeing.co.uk 2019)

ORGANIZATION- ABOUT
Avaiall UK- Offers aftersales services of supply chain management for defense industries and aerospace
sector (Boeing.co.uk 2019)
Jeppesen UK- Provider of tool related to operational plan, flight planning software and products, navigation
information. (Boeing.co.uk 2019)
Aviation Training International Limited (ATIL)- Offers ground crew and air crew members, maintenance
training and development program to United Kingdom Army Air Corps Apache (Boeing.co.uk 2019).
Tapestry Solutions- Offers services for government, commercial customer and defense with the associated
information management software on a global scale (Boeing.co.uk 2019).
AcerData- Provider of the integrated software solutions for engine record scanning and fleet planning, lease
management (Boeing.co.uk 2019).
Continental Datagraphics- Offers technical publications, software solutions and lifecycle services
((Boeing.co.uk 2019).

SALES TRENDS
• Boeing achieved 101.1 billion dollars revenue from the recorded deliveries of commercial airplane with
higher defense and high service volume (Johnston and Marshall 2016).
• Strong operating performance with 10.7 million dollars operating earnings with 16.01 dollars earnings per
share (Johnston and Marshall 2016)
• Growth in cash flow related to operating income amounted up to 15.3 billion dollars (Johnston and
Marshall 2016)
• Maintained marketable securities and cash of around 8.6 billion dollars, resulting in strong liquidity state of
the organization (Johnston and Marshall 2016)
• Non-US clients accounted for 56 percent of revenues in 2018 (Johnston and Marshall 2016)

SALES TRENDS
(Source: Johnston and Marshall 2016)

DEFINITION
The discipline concentrated on applicability of tools and techniques of
sales and sales operation of firms is known as sales management.
Commercial business is driven by the outcome of sale of services and
products and revenue of organization (Ingram et al. 2015).
Boeing Company is known for selling military aircraft, commercial
aircraft and services like defense systems, communication system,
training and logistics based on performance. Using selling techniques
and skilled functional sales and marketing team for offering the
product and services to businesses depicts sales management of
company (Boeing.co.uk 2019).

B2B SALES MANAGEMENT- CONCEPT
 Selling services and goods among two business entities
 Customers in B2B sales are businesses (Ingram et al. 2015).
 Focus in directed on relationship
 Bulk buyers
 Complex and length business cycle (Ingram et al. 2015).
 Buying decision is based on logical and planned needs

PRODUCT AND SERVICE OFFERINGS
Commercial Airplane
• Next-Generation 737
• 767
• 787
• 737 MAX (Boeing.co.uk 2019)
• 777
• Boeing Business Jets
• 747-8
• 777X (Boeing.co.uk 2019)
• Boeing Commercial Aviation
Services
• Boeing Flight Services (Boeing.co.uk
2019)
Boeing Defense UK
• CH-47 Chinook
• AH-64 Apache
• C-17
(Boeing.co.uk
2019)
• P-8A Poseidon
(Boeing.co.uk
2019)
Boeing Global
Services
• Boeing
Commercial
Aviation
Services
(Boeing.co.
uk 2019)
• Boeing
Flight
Services
(Boeing.co.
uk 2019)

SALES MANAGEMENT- PRODUCT RANGES
Sales Planning:
• Targeting audience- B2B clients (Aircraft businesses)
• Resources- Financial resources, business contacts, supplier of equipment,
manufacturing factory and skilled aviation staff and IT resources (Pham 2018)
• Marketing plan- B2B advertisements through word-of-mouth, events and seminars
• Business Plan- Complex and lengthier for addressing numerous touch points
(Pham 2018)
Recruitment plan will include people with experience in aviation industry
Key Performance Indicators will include revenue from the sales in UK and in
subsidiaries (Pham 2018)

KEY PRINCIPLES OF SALES
MANAGEMENT-SALES PLANNING
The effective procedure which involves the elements of demand
management, sales forecasting, setting target and written
implementation steps regarding the sales plan (Ingram et al. 2015).
• Prediction of achievable revenue (Ingram et al. 2015).
• Efficient and optimum allocation of resources
• Planning for the future growth (Ingram et al. 2015).

KEY PRINCIPLES OF SALES
MANAGEMENT-SELLING
Selling involves a procedure that has seven steps, from identification of
the consumers to closing the account (Ingram et al. 2015).
References???

KEY PRINCIPLES OF SALES
MANAGEMENT- SELLING
• Prospecting and Qualifying: Prospects for this company are aircraft businesses and
the qualifying process will undergo responding to the needs of numerous touch
points (Zimmerman and Blythe 2017)
• Pre-approach: Seeking appointment from business customers (Lussier and Hall 2018)
• Approach: Depending on the client demand, premium approach, product approach
and question approach
• Presentation- Presenting the product offerings and service association to the touch
points of businesses (Lussier and Hall 2018)
• Handling Objectives
• Closing: Inducement close for the Aircraft businesses (Lussier and Hall 2018)
• Follow-up: After sales maintenance and software services from Boeing subsidiaries

KEY PRINCIPLES OF SALES
MANAGEMENT- SALES REPORTING
• Number of accounts in pipeline
• Deal size
• Conversion rate (Sharma and Syam 2018)
• Sales velocity/sales cycle time

References
• Boeing.co.uk 2019. Boeing: Boeing UK - Home. [Online] Available at: https://www.boeing.co.uk
• Ingram, T.N., LaForge, R.W., Williams, M.R. and Schwepker Jr, C.H., 2015. Sales management: Analysis and
decision making. Routledge.
• 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.
• Liu, A., Leach, M. and Chugh, R., 2015. A sales process framework to regain B2B customers. Journal of Business
& Industrial Marketing, 30(8), pp.906-914.
• Loveland, K., 2015. MKTG 300-07 Principles of Marketing.
• Lussier, B. and Hall, Z.R., 2018. Cooperation in B2B relationships: Factors that influence customers' perceptions
of salesperson cooperation. Industrial Marketing Management, 69, pp.209-220.
• Pham, T.A., 2018. Business to Business Marketing: Syllabus: Spring 2018.
• Sharma, A. and Syam, N., 2018. Sales and customer development: An agenda for inquiry. Industrial Marketing
Management, 69, pp.133-134.
• Zimmerman, A. and Blythe, J., 2017. Business to business marketing management: A global perspective.
Routledge.