Sales Management Report: Sales Planning, Structures, and Techniques

This report delves into the core principles of sales management, exploring sales planning, methods of selling, and sales reporting, with a specific focus on the UK-based company ARGOS. The report examines the importance of effective product development, optimized distribution, and improved financial determination in sales planning. It evaluates various sales strategies, including home delivery, in-store improvements, and new store openings, and their impact on customer reach and network optimization. The report further analyzes the benefits of different sales structures, such as geographical, product-based, customer-based, and industry-based structures, and how they are organized using specific organizational examples. It also explores the concept of 'selling through' others and evaluates key principles and techniques for successful selling, including maintaining and building customer relationships. The report also discusses the importance of developing sales strategies that yield the highest profitability and the incorporation of account management in sales structures, analyzing core finance principles and successful management portfolios. Finally, the report provides recommendations on how sales approaches and structures can improve financial viability, offering a comprehensive overview of sales management practices within an organizational context.

Sales Management

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key principles of sales management in relation to the importance of sales planning,
methods of selling and sale reporting..........................................................................................1
Importance of Sales Planning.....................................................................................................1
M1 Evaluation Of Sales Strategies.............................................................................................3
TASK 2............................................................................................................................................4
P2) Evaluate the benefits of sales structures and how they are organised using specific
organisational examples..............................................................................................................4
P3. Describe advantage and importance of concept of 'selling through' others..........................6
D1) Produce a coherent, fully justified critical evaluation based upon the a comprehensive
understanding of sales management, structure and selling techniques within an organisational
context.........................................................................................................................................8
TASK3.............................................................................................................................................8
P4.Evaluate key principles and techniques for successful selling and in how they contribute to
maintaining and building customer relationships.......................................................................8
M3. Critically evaluate application of successful selling techniques and principles in
utilisation to particular examples related to organisation.........................................................10
P5. Describe importance of developing strategies which are related to sales that yield highest
profitability and in addition describe incorporating account management in structures of sales.
...................................................................................................................................................11
M4. Analyse how core finance principles and successful management portfolio that can lead
to increase in competitive edge and profitability......................................................................13
D2. Critically examine and put out recommendation on how sales approaches and structures
that can improve financial viability...........................................................................................13

CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Sales management is the coordination of people and resources focusing on the practical
implication of the sales techniques and the management of the sales operation of the
organisation. It is an important function of the business as it increases sales volume, contribution
to the profit and continuous growth to business (Corboş, Popescu and Bunea, 2019). This
includes sales and demand forecast, establishing objectives, budgeting, training, compensation
and sales performance evaluation. Main objective of the sales management is to sale of the
product and services to the right customers and at a right time and results in a profit driven
activity of the business. This following report is based on the company ARGOS headquartered in
UK which is acquired by the SAINSBURY supermarket chain. This company trades in both
physical shops and online for the consumer goods. Report below consist of a principles of sales
management, merits of sales structures and selling through others. Furthermore it also includes
principles of successful selling and understanding of finance selling.
MAIN BODY
TASK 1
P1 Key principles of sales management in relation to the importance of sales planning, methods
of selling and sale reporting.
Sales management refers to the applied techniques of sales methods and managing
company's sales functioning. In addition to this, it is a process of coordinating with sales
operations, developing and managing sales force, implementing sales methods and techniques to
carry out the business effectively for long-run in order to achieve sales targets. Organisation
must implement sales strategies by analysing and examining them to increase sales performance
of business.
Importance of Sales Planning
Effective Product Development – Argos has implemented sales force administration
plan which involves company's sales workforce to be in contact with consumers and viewing
competition to calculate whether organization's product line is functioning or not. It has added a
new product line, thus modified, altered the existing products and added certain features to them
from the line of products to increase profits.
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Optimizes Distribution – Company examines sales reports to get information about
selling the products to evaluates and examines the dispersal patterns and to increase the product
usage. Argos is using online platforms to maximize online sales and informing customers about
products which enhances their confidence to shop more. Organization provides retailing training
and has increased outlet promotions to enhance the channels of distribution to attain profits.
Improved financial Determination – Argos has various top selling commodities into
the market which is creating a burden on producing value, hence on profits. Company is selling
low-margin goods on high selling dimensions to attain increased profits and to analyse the total
sales contribution.
Increase in Per Capita Income - Arbos has formulated different sales strategies and
methods to maximize its profits thus to attain the set sales targets. To enhance it company has
implied sales management programs to recruit, providing proper training and guiding sales staff
for improved productivity. Organization also gives product knowledge, coaching and their skills
needed to work efficiently.
Reducing Cost Of Sales And Distribution - Arbos has reduced the distribution
channels to cut down unwanted cost thus to minimize its revenue loss which has also arise due to
ineffective communication control hence better conveying leads to increase in productivity. It
has increased direct contact with consumer to gain more customer base to expand its business
which provides more control.
Methods Of Selling
Home Delivering Convenience Enhanced - Arbos has adapted several selling methods
to enhance its selling patterns. Consumers buy in bulk when home delivery convince is provided
to them thus enhances their ease of ordering goods online. It is much more convenient for
customers as it makes them to avoid standing in line and hence saves their time. Company also
provides easy accessibility of online offers to attract more individuals and provides coupon
convenience which will give them to avail the services.
In Store Operational Improvements - Company gets to provides extra benefits to
consumers by providing them extra in store experience. It also increases inventory options and
customers get too see the products which encourages them more to buy products. Arbos offer
personalized assistance which helps to find the quality of goods to build the trust on the
organization.
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New Stores Extending Customer Reach - Arbos has increased its customer base by starting
new stores and different product lines into the market which also builds trustable relationship
between its company and consumers. It draws audience attention towards the brand which helps
to increase potential customers thus total revenue. It helps in retaining more customers and
capturing them to insulate business.
Infrastructure Changes for Network Optimization - Company is providing fast services
to its customers which increase its sales. Network optimization provides better understanding of
the market and better understanding of consumers’ needs and wants. Arbos conducts competitive
analysis to gain more knowledge about the market standards and to increase sales and profits. It
has adapted creative selling strategies to gain more customers which enhances product and needs
oriented selling of goods. Company keeps on changing its modifying sales programs to
maximize productivity of its sales team. Thus it increases the profitability of the business for
long run and maximizes its sales.
M1 Evaluation Of Sales Strategies
Arbos has formulated effective sales programs and methods to evaluate the sales of its team
which notifies about the employees performance. Effective measures are examined to increase
the organization’s sales. Company has created more awareness about its products by digital
platforms, offers and providing them coupons to inform about the brand. It helps to positioning
the brand into market and innovative sales tools are used to achieve results. Supervisors
motivates and guides the sales force for increasing better productivity of the enterprise. It
provides proper training and hires right employees for the job which provides better practices
and improved working procedures. It also performs cold calling to its customers to inform and
educate them about products. Sales strategies enhances the sales and thus helps in achieving the
organizational targets into the set time period. Inbound sales offer buyers awareness,
consideration and decision making for buying the commodities. By building sales plans it
formulates the plans outlines set goals, best working practices and procedures to designed for the
better alignment of teams which creates consistency. Arbos implements new and innovative
approaches for boosting the employees which maximizes productivity. It actively aligns the sales
and marketing for the better branding of its products and services into the industry and invest
more in sales development and building teams in order to attain its set targets and success by
increasing the sales patterns.
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TASK 2
P2) Evaluate the benefits of sales structures and how they are organised using specific
organisational examples
Sales structure refers to the segmentation of the sales team on the basis of their specialization.
Dividing the team into a specialised groups are determined on the basis of region that company
serve, number of product and services that are offered, type of industry and customers and size of
sales team. In regards of this various policies and strategies are adopted by the company in order
to make structure more flexible and effective. For this various types of sales structures are
described under in context to the company Argos. Geographical based structure : This structure suits the business that have many offices
and units in the different geographical areas. It depends on the size of the organisation
every team unit report to the executive that supervise the several locations. Each units
operates separate sites according to the local demand but also directed by the business
policy (Dewsnap and et. al., 2020). It is helpful for the organisation that are operating in
the large geographical areas. It allow salesperson in examine the market areas that helps
in formulating strategies according to the taste and preferences of the customers in
different region. It is helpful in terms of reducing confusion among the sales person
related to their allotted region. In the context to the Argos company, this structure is used
and beneficiary as this company have a overall 883 retail shops that is managed by the
company effectively. This is favourable in terms of clarifying the significant obligation,
policies and strategies regarding their product and also plays a important role in order to
support the sales team. Product based structure : It is the framework in which company is organised their
separate division on the basis of their product and service line. Sales team is structured in
accordance with the different product line. It helps in making effective strategy and
policies as it allow sales persons to gather more information and knowledge about the
particular product (Dugan and et. al., 2020). This makes easy for the company to make
effective reputation and image in the market place. For example if the company is having
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wide rage of product line then group of individual is assigned in a different products. In
perspective of Argos company, this company produced consumer goods in wide rage of
the product line and this structure is favourable as every product line is structured with
the different sales team. This provides support in to the effective implication of the plans
and to get a feedback of the particular product in order to deliver better goods and
services. Customer based structure : Its depending on the consumer base that is exist in the
market area and to whom company serves. This is useful when a company is having a
different types of target customers according to the different product line of the firm. It is
helpful in to know about the customers taste, preferences and requirements that is need to
considered them all in order to make the company reputation and the brand image within
the market palace. It is effective if the sales person is quite expert in order to deal with
the different types of the customers (Ferrell and et. al., 2019). That provides effective
development in the sales unit. In the perspective of the Argos, its having a wide rage of
geographical area covered with the wide customer rage. this structure is beneficial as its
leads to impact the prominent result of market that provide support in to the effective
decision making, motivation and grabbing opportunity which is useful in participating in
the market and effective performance.
 Industry based structure : This is refers to the framework of designing sales team on the
basis of the industry in which company serves, for example if a company is dealing in
banking, retailing and manufacturing then a company will have a different sales unit for
different industry. Specialization industry allow sales person to gain greater insight of the
particular industry (Gabler and et. al., 2019). As well as also monitor the changes in the
trends and preferences that might effects the sale of the product and services that will
affect the profitability and efficiency of the company. This is useful in to gain the
customer knowledge which is the most important aspect in the sales management of the
company. Argos is dealing only in a retailing industry, so this structure is not valuable for
the this company. As it will increase the complexity and become harder to perform its
operations in a systematic manner. But overall it is beneficial for the company who is
dealing in a multi industries.
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P3. Describe advantage and importance of concept of 'selling through' others.
Significance of selling through others
Cost-Effective Approach - Arbos has formulated cost effective approach to cut down the
extra cost for the goods and services. Company has implemented and performed feasible analysis
by considering all alternatives and potential options. It allows for the better decsion making in
order to attain to improve the productivity and efficient working procedures. In addition to this, it
has been used by companies to check and enhance the performance of the organizations into the
marketplace. It is a systematic approach to perform a cost benefit analysis to define the costs and
evaluates arising expenditures for production of goods and services.
Managing Distributors - Arbos maintains organizational operational system for targeting
and gaining more customer base. It is convenient for consumers thus time saving and retains the
potential audience. The right distributing system will provide more benefits to customers and
company gets to offer more products and services into its targeted market. Company formulates
certain paln of action for enhance its selling and persuade buyers to purchase oftenly.
Distributors uses impressive displays to draw attention of their customers regarding the new
product. It increases the production level reagrding the goods and efficiently creating demand
which maximizes the profitability of the enterprise.
Enhancing Customer Base - Arbos is approaching their customers through online and
offline platforms to enhance its buyers into market. It is creating brand awareness through
different channels by informing and educating its consumers.Company website provides various
offers for enhancing their buying experience in order to build trust and attain loyal customers for
the brand. Whereas by selling products online it trains work force to increase interaction with
customers to know the needs and wants thus to provide them better services in order to build
customer satisfaction in them. Organization is conducting better programs and strategies to order
to attain new customers for increasing its growth and profitability for long-run activities.
Increases Marketing Level - Arbos has implemented innovative marketing strategies to
promote their brand more into the industry by conducting various promotional activities. In
addition to this, company is advertising its product through several mediums to attain more and
more attention. Marketing to better connectivity of the brand and the buyers for influencing thus
motivates them to buy the specified goods and services of their preference. Organization
promotes its brand by hoardings, online platforms, television, and company's website. By
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maximizing marketing level it increases sales and profitability which helps in expanding
business around the globe to increase the total revenue of the company.
Benefits of selling through others
Established Customer Support - Arbos is selling its goods and services by established
customer support in order to gain more consumers in the market. It helps in providing customer
satisfaction thus in knowing the needs and wants of the buyers for increasing sales and
production of their commodities. Companies with good customer base helps to build a
relationship between them which increases the company’s profitability and encourages their
workers for better productivity thus in attaining more success. It also helps in expansion of
business and generates new opportunities for organization.
Quick Route To Market - Arbos has decreased its channel of distribution to reach its
customers effectively thus which minimizes the extra cost in distribution. It meets customer
demand and supplies the product into the market in a short duration. Company apply this quick
rout to market benefit as it is more efficient when applied and increases customer satisfaction by
providing goods and services at shorter period of time.
Selling Through Expertise - Arbos sells the products through experts which helps them
to easily sell their goods as they know market. They convince buyers and builds trust which
increases brand's goodwill into marketplace. Experts sells products in a short period of time as
they have already made their customer base into industry. Organizations hires skilled and trained
workforce in order to maximize the selling pattern of their commodities. They achieve their sales
targets which increases the brand value and set standards into market. Sellers easily draws the
buyers concerns which is making an impact on minimizing or maximizing the sales.
M2) critically evaluate the implementation of different types sales structure using specific
organisational examples
There are different types of sales structure in the organisation based on the product,
customer, industry and geographical area which are very beneficial for the company. As they
provide the framework to design the sales team for effectively participation in the market and to
increases the sales revenue. In the context of the Argos company, geographical, product and
customer based structures are valuable for the company as its having the wide rage of area with
the wide rage of the product line and customers. This provide support in to identify the
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customers requirements, trends and habits that results in improvement in the performance and in
providing better product and services. These structure will help in to the systematic and effective
process of the sales departments on the which sales revenue and profitability is depend. In
addition, industry based structure in not useful for this company as it only deals in retailing
industry (Gallino, Moreno and Stamatopoulos, 2017). This structure influenced the operations
negatively as its effects the smooth running of the sales management and increases the
complexity. It is identified that prominent sales structure is beneficial and implemented in the
organisation as theses are helpful in reducing stress and confusion from the mind set of the sales
unit and company as well.
D1) Produce a coherent, fully justified critical evaluation based upon the a comprehensive
understanding of sales management, structure and selling techniques within an
organisational context.
It is undertaken as process that focuses on the practical methods, tools and techniques of
sales that provides the maintenance of the operations of the company. It considered as major and
important business function that is liable for the net sales of the company on which company's
profitability is depends (Gotoh and Wakako, 2018). Company can achieve its expected outcome
by offering accurate product and services with support of sales structure and techniques.
Effective analysis of sales techniques is helps in dealing with the target customers and provide
them optimum level of satisfaction. From that company will build the reputation and a brand
image in the market place. Argos use the best selling techniques including focusing on the right
lead and building customer trust.
TASK3
P4.Evaluate key principles and techniques for successful selling and in how they contribute to
maintaining and building customer relationships.
There are various principles and techniques that are use in developing and selling skills
that helps in selling of products to anyone. Key principles represent important values, rules and
norms in relation to get desirable outcome for team members which is further use for identifying
important action. By effective principles it leads to importance about policies and objectives. So
basic principles that are used for making successful selling are discuss below:
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 Selling is all about relationship: Developing healthy relation in business environment is
very important in relation to selling of products to their end users. As healthy relation and
respectful nature leads to impact on mind set and sales of products on their customers. It
is examine as there is immense competition in market segment so for this company needs
to attract customers by developing and maintaining effective relationship among them
(Hase and Busch, 2018). In context of maintaining well & healthy relationship Argos
need to analyse the prerequisite developing report and highlight important curiosity of
customers by considering their trust and loyalty by their values. So for this manager of
company have responsibility to offer their best services and products to their customers in
specific time period as it is important in terms of building and managing relationship with
customers in effective manner. Value and Price go hand in hand: The variety of products that is provided by firm leads
to growing in competition in market that makes extreme changes in price factor. The
amount that is offered by enterprise needs to describe well known products and also
giving to their important buyers. Furthermore, when customer think as product which is
offered by firm is high in rate so this leads to decrease in value of company (Mikhailov
and Razmochaeva, 2018). As when a salesperson stake on certain price factor so this
leads to failure in result of selling process as customer think that company which provide
price to them are not relevant for them and they also feel as these are quite expensive.
 Sales is not about product, but their problems: For each and every company sale is
defines as increase the brand image of organisation with help of leading services and
products. It is important for every company to keep the requirement on top most priority
in basis of outlining the values which are considered as services of firm. In regards to
Argos, it is significant for company to get effective experience in relation to sales and
principles that involves various factors considering demand and identifying reason behind
purchasing of product. By this, there is impact on decision of buyers and company has
responsibility to undertake important point which is related to selling of products which
are in defective part and explain about benefits and features about product. Respective
company require to resolve many issues which considers services and products which
they provide to their buyers and also help them by managing and developing healthy and
prosperous customer relationship.
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