Sales Management Report: Principles and Strategies for Hospitality

This report provides a comprehensive analysis of sales management principles and strategies within the hospitality industry, using Marriott as a primary case study. It begins by defining sales management and outlining key principles such as consistency, delegation, equality, and conviction, emphasizing their practical application. The report then delves into the importance of sales planning, reporting methods, and the evaluation of sales structures, including product, geographic, and market-based approaches. It stresses the significance of sales-oriented staff in enhancing market growth and customer relationships. Furthermore, the report assesses various sales distribution channels, such as online travel agents and tour operators, and their impact on revenue generation. It concludes by analyzing techniques for successful selling, building guest relationships, and developing sales strategies to maximize profitability, including the integration of account management within sales structures. The report underscores the critical role of effective sales management in achieving organizational goals within the competitive hospitality market.

Unit 32: Sales Management

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Determining key principles, sales planning importances, selling and reporting methods in
sales management...................................................................................................................3
P2. Evaluate the merits of how sales structures and how they are organised using specific
hospitality examples...............................................................................................................5
P3. Explain the importance of having sales orientated staff within the hospitality industry. 6
P4. Assess the use of different sales distribution channels for specific hospitality examples.7
TASK 3............................................................................................................................................8
P5. Analyse the key principles and techniques for successful selling and how they contribute
to building and managing guest relationships in application to specific hospitality
organisational examples.........................................................................................................8
TASK 4............................................................................................................................................9
P6. Explain the importance of developing sales strategies that yield highest profitability and
incorporating account management within sales structures...................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
In current time market competition is increasing daily as new products or services are
introduced in regular manner which enables high competition in marketplace. In order to face
this fierce competition a business is required to manage their sales in such a way that aim of
gaining high profit and customer can be accomplished. Sales management is defined as the
process in which measurements to attain sales target are established(Bălan, 2017). This is the
process under which continuous implementation of sales techniques in order to make a path for
attaining sales targets. In service industry sales is defined as selling of services and this report is
highlighting various concepts of sales management in the background of Marriott. Marriott is a
multinational hotel chain headquartered in US. The hotel chain is using various strategies in
relation to managing their sales and to attain appropriate benefits out of these strategies. This
report involves principles of selling that can be used by Marriott in order to maximise their sales
and benefits of sales structure along with different channels which can be used by Marriott for
attracting and retaining customers.
TASK 1
P1 Determining key principles, sales planning importances, selling and reporting methods in
sales management
For managing sales in successful manner various tools and tactics are used by businesses.
This helps the business to manage cost of sales and profits margin in direct manner. Sales
management is a wide concept which is helpful for the business to attain aims and objective by
intensifying sales target. In order to meet appropriate sales target sales persons are required to be
handled in proper manner. In the context of Marriott the organisation is following various sales
management principles in order to manage sales in significant manner and the same are
elaborated as under:
Key principles of Good sales management
Consistency: This is regarded as the primal principle of sales management in which
various philosophies are applied in order to bring consistency over following rules and regulation
established within business. Consistency is defined as adopting consistent rules and regulations
so that prominence can be attained within business functions. In the context of Marriott leaders

have given deadlines to sales personnel so that they can manage their whole day schedule in
appropriate manner in which sales target can be attained as well.
Delegation of work authority: Major purpose of using this principle is linked with
attaining sales targets by managing team activities and aligning every single person with
attaining sales target. Micro sales management is adopted by Marriott and in this manner
managers are delegating responsibilities to each and every staff member. This is helpful for
Marriott to bring creativity within business functions.
Equality: This principle of sales management is emphasised over giving fair treatment to
each and every employee those are associated with selling activities(Boles, 2019). Each and
every employee working within an organisation is required to be treated in similar and fair
manner. In the context of Marriott equal treatment is given to every working employee which is
helpful in promoting gender equality and bridging gap in relation to discrimination and freedom
of speech.
Conviction: This is defined as the principle which is followed by sales manager. This is
an alternative option which is helpful in analysing market trends and analysing product in
appropriate manner. For Marriott appropriate evaluation of market and customers are performed
so that business objectives can be dealt in easy manner and sales related target can be attained.
In order to implement aforementioned principles sales manager is required to examine
various factors that are directly linked with product. Sales management is regarded as the
essential concept which is essential for an organisation to manage sales target. Some of the
aspects are elaborated as under:
Assisting in launching new product: Sales management is helpful in giving direction to
manager regarding complexities and positive aspects related with introducing new product into
market. In the context of Marriott when the organisation is planning to provide new services in
the marketplace this is essential for the business that they analyse resources and use them in
optimal manner so that any wastage can be avoided. In the industry of hospitality the larger
attraction for customers are usage of high technologies and prominent facilities for leisure.
Cut down selling cost expenditure: With the help of sales management selling cost
expenditure can be minimised and all the acquired resources can be used in fuller manner. In the
relation of Marriott different innovative technologies are used by them in order to minimise
manual working and to provide efficiency in obtaining sales target.

Enhances profitability: Sales management is helpful in regulating different sales
activities in which high profit margin can be earned by the organisation. This is helpful in
meeting expected level of profits and within standard budget the same can be obtained.
Sales management is associated with two major aspects which are helpful for manager to
execute business operations in sufficient manner(Garrett and Gopalakrishna, 2019). These are
elaborated as under:
Sales planning: This is defined as an effective procedure which is helpful in introducing
suitable strategy so that future sales forecast can be executed. In this manner examination of
services sold by Marriott, their pricing strategy can be performed. In this manner for Marriott
continuous sales planning is helpful the organisation to analyse market in significant manner and
to manage the same in provided time duration.
Sales reporting: This is a document in written which is associated with tracking sales,
employee performance and daily accomplished target in daily manner. In the context of Marriott
with the help of sales reporting work duplication can be minimised and appropriate remuneration
of employees can be calculated.
P2. Evaluate the merits of how sales structures and how they are organised using specific
hospitality examples.
Sale structure refers to the segmentation of the sales team in the specific groups that how
they will achieve the specific goal so that they can perform well to achieve the set sales targets. It
includes the size of the sales team, customer and the industry so that they can make their sales
structure accordingly. It is related to the various in-bound sales and objectives so that business
attain their objectivity in a systematic manner in order to gain high profitability. It influence the
employees to give their best in the various business activities. In context to Marriott, It is
operating their business in the international market and it is important to have the systematic
sales structure so that supply chain can effectively work in order to gain higher profit. Company
should focus on sales promotion technique so that large group of customer can be attracted in
order to increase the sale of the company.
Product sales structure: When the company is dealing with the various product range
then it best suited in the company to use the product sales structure. It also helps in spreading
awareness of product and services and their advantages that will help the customer to buy the
product. In context of Marriott, It is offering wide product rage as it sale rooms, food&beverage

and other services etc. It is important to give the awareness of their product and services so that
customer can make the effective choice.
Geographic Structure: It is the company used sales structure by the sales personnel in
which they are divided in to small group of roles and responsibilities on the basis of geographical
location (Gruner And et. al., 2019). It is also called the regional sales in which a sales manager is
assigned with the particular region so that they can work effectively in order to cover the large
market. In context to Marriott, They are operating their hotels in different geographical location
and covering he large market and it will leads to earn the high revenue and profitability.
Market based structure: It is also called as the customer base structure as it is beneficial
to those business which is having their good brand image in the market with unique identity. In
context to Marriott, the company is having the huge presence in the large market and serving
their customer with diversified range of products and services. It is the duty of the sales person to
emphasise on their sales promotion technique so that they can increase their sale in the large
market.
P3. Explain the importance of having sales orientated staff within the hospitality industry.
Effective orientated staff is the essential part of every organisation in order to fulfil the
objectivity of the business. It is important to move towards growth due to high competition in the
large market. In context of Marriott, Potential employee who is sale directed will help in finding
the ways which will increase the sale of the company. There are certain point which enlist the
importance of sales oriented staff is explained as follows:
Enhance the level of market growth: When the company is operating their business
with their potential employees who is having the sufficient knowledge of the market so that they
can contribute in the growth and success of the company (Ikramov, Mamajonov and
Toshpulatov, 2019). In context of Marriott, It is important to have the sales oriented staff who
can give their best in attaining the specific goal.
Helps in understanding the product and services- It is important to understand the
customer and their needs so that sales person will get to know the strength and weaknesses of h
market and then manufacture the product so that they will meet the current trends of the market.
Create balanced relationship with customer- When the customer is having the good
relationship with the customer it will help in increasing the brand value of the firm and this is the

duty of the sales person to promote the various good and services so that they can satisfy the
customer and leads to create the good relationship among them.
P4. Assess the use of different sales distribution channels for specific hospitality examples.
Distribution channel is the medium of passing the goods and services to their final buyer
that includes the wholesalers, retailer and distributor. In context of Marriott, It is import to have
the proper distribution channel in the large market so that good s and services can be rendered to
their potential customers. It helps the company to full fill their goals by using the various method
of distribution in an effective manner. There are various distribution channel are describe below:
 Online travel agents: It is the distribution channel which help in increasing the revenue of
the company by using the revenues management strategies that includes the
Booking.com, Orbitz.com etc. These online travel agent will help in attracting the large
group of customer at the market place and help in meeting the profitability in the
business(Kimixay and et. al., 2019). In context of Marriott, It will help the company to
generate the higher revenue as large population is using the mobile and exploring in the
internet so it will increase the sale of the company
 Tour operators: It is the distribution channel in which tour and travel packages is being
designed with the consideration of guest expectation and their personalization. It is the
new way of planning the trip and getting prior booking at various point of time. In
context to Marriott, It will help in attracting the large group of customer as it is proven to
be the successful tool in increasing the sale of the company by introducing the different
packages in order to meet the different needs of the clients.
 Hotel website: It is the channel which require low cost and it is proven to be a most
convenient channel that everyone can access in just one click in order to book their
trip(Nunnari and Nunnari, 2017). It helps in Increasing the brand value of company it
give the description of their products and services so that customer can make the better
choice in selecting the accommodation.
 Global distribution system: It is the channels which help the client to book the tickets and
room of hotel in order to make the better trip. It is the sale distribution channel which
improve the process of booking. In context of Marriott, It will help the company to book

their tickets and rooms in an easy approach that the consideration of planning the best
trip.
TASK 3
P5. Analyse the key principles and techniques for successful selling and how they contribute to
building and managing guest relationships in application to specific hospitality
organisational examples.
There are various method of selling the product and services an renderers to their
potential customer in order to increase the sale of the company so that they can retain in the
market for a longer period of time(Pöyry, Parvinen and Martens, 2021). It is important to
understand the various techniques and principles of selling and in context of Marriott, Following
principles and technique which helps in enhancing the sale of the company is explained as
follows:
 Price and value go hand in hand- It is factors which can take the organization to higher
sale and may decrease the sale so it is important for every firm to understand the
competition so that they can fix their price accordingly in order to attract the large group
of customer. In context of Marriott, the prices of the products and services should not be
very high that can impact the sale of the company. It must be with in the purchasing
power of the customer so that they make the effective sale and leads move the company
towards growth.
 Listen to the costumer- It is the factor that must be considered by working on the large
scale as customer are the one who make the final purchase of products and service so it is
important to listen the customer in order to full fill the various needs and demands of
them and it will leads to increase the overall sale of he company(Quoc, 2018). In context
of Marriott, the sales person must build the strong bond with buyer so that they can give
their genuine suggestion in order to increase the sale of the company. With the effective
listening, Company will able to deliver the quality services.
 Selling is relationship- Selling is the concept of building relation by their potential
customer as they buy the product when they completely satisfy with the sales persons and
show interest in making purchase of the final products and it will leads to build and

maintain the good relationship between seller and the buyer. In context of Marriott, It is
important to builed the strong relationship with the employees so that they contribute in
increasing the sale of the company.
TASK 4
P6. Explain the importance of developing sales strategies that yield highest profitability and
incorporating account management within sales structures.
Sales development is the process of identifying and creating the sales opportunities so
that business can achieve their set sales targets in order to meet the objectivity of the business. If
the company is able to use the various sales promotion activities(Zongqian, Yanying and Yiwu,
2017). It will help in giving the opportunity to the business to enhance their profit and
productivity in order to achieve the higher sale. In context to Marriott, Sales development will
help in increasing the sale of the company by using the various sales promotion techniques in
order to attract the large group of customer. There are various sales strategies that can be used by
the Marriott so that they can enhance their profitability and can incorporate account
management:
 Membership rewards: It is the sales strategy which is commonly offered by the top
class hotel in which they give the membership to their customer with some
complementary offers and benefits so that they can avail the best services in order to
attract the large group of customer. Marriott is ensuring to offer to membership to their
loyal customer so that they can leads to increase the sale of the company. Multiple fronts: It is important to have multiple fronts so that company can resolve the
various problem at a point of time and help in attracting the large group of customer so
that sale of the company will increase.
The importance of developing Sales Strategies is as follows-
 Increasing the level of profits- When the company in working on enhancing the ale
strategy so that they can enhance their sale. It will leads to increase the overall
profitability of the company (Shreffler, Schmidt and Weiner, 2018).
 Identifying the scope for marketing- When the company is giving the best in attaining
the higher sale in the market then they introduce the sales strategies so that they can

easily identify the areas where sale can be increased ans also get to know the overall
scope of the marketing.
 Enhancing the level of sales It can be said that if the company is using the right sales
strategies so that they can enhanced their sale by using sales promotion technique to
attract the large group of customer. Marriott cam increase their sale by using the right
sales techniques.
CONCLUSION
It is concluded from the above report that Sales management is the important aspect as it
is the combination of various sales strategies and technique of sale development so that company
can will able to meet the competitive advantage in the large market. In this context, Hospitality
sector have the various department and sectors that involve travel and tourism, Food and
beverages that needs effective sales structure and strategies in order to meet the high sale in the
market. Sale oriented staff is very important so that they can effectively identify the various
needs and contribute in the sale increment so that company can move towards growth.

REFERENCES
Books and Journals
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