Sales Management in 21st Century: A Hospitality Industry Report

This report examines sales management within the context of the hospitality industry, using Trafalgar as a case study. It explores core principles like sales planning, techniques, and reporting, alongside the advantages of sales structures and staff orientation. The report details various sales distribution channels and their significance. Key principles and methods for successful selling are determined, emphasizing customer relationship building. Finally, the report explains the importance of developing profitable sales strategies, including account management, to achieve business goals. The report emphasizes the importance of sales planning, staff training, and the use of technology to boost revenue and customer satisfaction. It also discusses the significance of aligning sales strategies with customer needs and preferences to enhance overall profitability.

SALES
MANAGEMENT

Table of Contents
INTRODUCTION................................................................................................................................4
TASK 1.................................................................................................................................................4
P1 Explore the main principles of sales management in relation to the significance of sales
planning, techniques of selling as well as sales reporting...............................................................4
TASK 2.................................................................................................................................................5
P2 Describe the advantage of sales structure and how they are organised using specific
hospitality industry...........................................................................................................................5
P3 Define the significance of having sales oriented staff within the hospitality sector. .................5
P4 Assess the use of different sales distribution channel for specific hospitality example.............6
TASK 3.................................................................................................................................................6
P5 Determine the key principles and methods for successful selling and how they contribute to
building and managing customer relationships in application to specific organisational examples.
.........................................................................................................................................................6
TASK 4.................................................................................................................................................7
P6 Explain the importance of developing sales strategies that yield highest profitability and
incorporating account management within sales structures............................................................7
CONCLUSION....................................................................................................................................8
REFERENCES.....................................................................................................................................9
Books and Journals..........................................................................................................................9

INTRODUCTION
Sales management is considered as a process in which the manager focuses on emerging a
sales force, managing the operations and functions related to sales as well as executing the best
method of sales that helps the business organisation in achieving sales target within pre-decided
period of time (Johnston and Marshall, 2016). In addition of this, they focuses on sales their
products and services in order to earn more and more revenue. Beside from this, it is a method of
using resources, money as well as time that helps in operate the business smoothly. In context of
Trafalgar , it is the small tourism company which is located in London. The manager of this
company focuses on give superior tourism facility to its visitors in order to boost future sales and
growth of company. In addition to this, they forecast the demand and execute their activities in such
a manner that helps in attracting ample of customer. It increases the sales as well as profitability
level in future period of time.
TASK 1
P1 Explore the main principles of sales management in relation to the significance of
sales planning, techniques of selling as well as sales reporting.
Sales management is the process of monitoring and controlling the resources and person that
helps them in accomplishing goal and objective in an effective manner (Powers, 2016). The main
goal is to increase the revenue and profitability level. In context of Trafalgar, there are some
significant elements of sales management which is going to be mentioned below:
 Sales Planning: Sales planning is the process of setting sales target, predicting the demand
or sales in future period of time. The manager of Trafalgar focuses on developing effective
sales target in order achieve goal in short span of time.
 Recruitment of Sales staff: Herein, the manager of Trafalgar emphasised on hiring the
right person according to the vacant position opening in the company.
 Sales reporting: This report is prepared for analysing the whole performance of the sales
team. The top management of Trafalgar assess the overall performance of the person
working in the company. Also, they find deviation in order to make necessary decision
related to increasing productivity and profitability level at marketplace.
Importance of Sales Management
 Through the sales management, the company can introduce the innovative products at
marketplace. In relation of Trafalgar, the management team focuses on introducing
innovative tourism services for its visitors.
 The sales management can decrease the cost in relation of selling, managing as well as
distribution of products and services in the market. In context of Trafalgar, they focuses on
reducing the cost related to the services provided by the firm in order to boost the profit as
well as sales in future period of time.
 It also assist in boosting the GDP of the country that helps in increasing the revenue of the

Trafalgar tourism company (Syam and Sharma, 2018).
TASK 2
P2 Describe the advantage of sales structure and how they are organised using specific hospitality
industry.
Trafalgar adopt the horizontal sales structure in order to manage the sales which helps in
providing the power to its subordinates in taking effective decision which will be beneficial for the
business firm. The main focus of this company is to earn more and more profit for the success and
development of company within marketplace.
Recruiting: The manager of the company focuses on hiring the talented and capable employees
according to their job profile and requirement. In context of Trafalgar, the manager hire those
subordinates who provide the best tourism services to its customer in order to earn more and more
revenue (Hase and Busch, 2018).
Training and Development: In relation of Trafalgar, the manager of this company provide
the on job as well as off job training to its subordinates in order to increase their performance level
within business organisation. The training helps the employees in providing effective services to its
customer in order to attract them. In addition to this, they offer unique and specific tourism services
to its consumer in order to gain competitive advantage over rival firms. Beside form this, the
manager of Trafalgar tourism company offer medical benefits, insurance and many more in order to
motivate them towards achieving goal and objective within pre-decided period of time.
Benefits of Sales Structure
 The main advantage of having an effective sales structure is it works like an opportunity for
developing the talent of employees at workplace.
 The sales structure define the role and responsibilities of subordinates towards performing
their work within business organisation.
 Herein, the sales structure helps in identifying the performance of individual person working
in the company.
P3 Define the significance of having sales oriented staff within the hospitality sector.
Every organisation requires a team which is committed towards its goals and puts the best
efforts for organisation’s welfare. It is a responsibility of company’s manager to hire the team
members who can generate more leads for company’s profitability (Viio and Grönroos, 2016). Sales
oriented staff referrers to the kind of workforce which is determined to gain more sales by acquiring
more clients for the organisation. An effective manager will see some mandatory qualities in the
candidate company who is about to be hired for the sales force team such as ability to win the trust
of customers, convincing them to buy products or services of the company. A sales oriented staff
can help the organisation in achieving their sales measures and the profit ratio in target market. In
context of Trafalgar, the company focuses on having team members in its sales department who can

deliver essential details about their tourism packages and the benefits to their clients in an
impressive way so that they don’t have to think twice before buying. The company also takes care
of its team by providing better rewards for their valuable efforts
P4 Assess the use of different sales distribution channel for specific hospitality example.
We can consider four main type of sales distribution channel which includes:
 Wholesalers
 Retailers
 Distributers& Internet
These distribution channels play a major role in hospitality. With reference of Trafalgar, the motive
of these distribution channels is to gain enhanced profitability, optimal use of resources and
compete in the market. Use of updated technology makes it essential to stay updated on web
through online marketing and social media channels to acquire potential customers for the
organisation. Market segmentation also helps in this by implying various strategies such as trip
planning, acknowledging special interests and lifestyles and effective use of technology. Interactive
marketing enhances the chances of satisfying customer needs with the availability of services
accordingly (Xiao and Dong, 2016).
TASK 3
P5 Determine the key principles and methods for successful selling and how they contribute to
building and managing customer relationships in application to specific organisational
examples.
There are different principles as well as method of selling in successful manner in related to
the Trafalgar tourism company which is going to mentioned below:
Efficient and active: The services which is given by the company must be effective as well as
efficient. In context of Trafalgar, they focuses on providing effective services to its customer in
order to retain for a longer period of time. In addition to this, they make good relationship with its
customer in order to increase the loyalty and trust of customer towards the business firm (Deeter-
Schmelz, 2016)
Extensive range of customers: It is necessary for company to have a highly skilled and talented
employees in order to attract large number of customer towards the company. Apart from this, the
company faces problems when they want to introduce innovative services in order to attract the
visitors. In context of Trafalgar, they focuses on offer superior quality services to its customer in
order to satisfy them.
Knowledge of Market: it is important for the manager of company to have a knowledge regarding

the market trends and changes. The marketer make effective strategy in order to gain knowledge
regarding the need and wants of customer in order to satisfy them.
Transaction Plus retailing: The main motive of the company is to achieve leading position by
selling successfully at marketplace. In relation of Trafalgar, they want to promote their brand image
and reputation of company.
Strategy: The marketer of Trafalgar focuses on making effective strategy, policies and procedures
in order to offer best services to its visitor for increasing the experience level of visitors in future
period of time (Moncrief, 2017). Apart from this, they want to build good relationship with its
customer by providing them services according to their needs and wants. Also, it helps in increasing
the goodwill and reputation of company in front of customer.
In context of Trafalgar, there are different techniques which is used by the manager in order to
maintaining good relationship with its customer. It helps them in increasing the sales and
profitability level in the future period of time.
TASK 4
P6 Explain the importance of developing sales strategies that yield highest profitability and
incorporating account management within sales structures.
It is important for manager to make an effective strategies, policies and procedure for
boosting the sales as well as profitability level at marketplace (Pierce and Irwin, 2016). In addition
to this, it is necessary to identify the need and wants of consumer in order to accomplish goal and
objective within given period of time. There are different sales strategies which is adopted by the
company to increase the sales as well as profitability level which is going to be mentioned below:
 Be flexible: Herein, it is important for the sales manager to prepare for the changes made
within marketplace. There are a lot of issues and problems occurs in satisfying the changing
need and wants of customer. In addition to this, the manager of Trafalgar focuses on
satisfying the changing need and wants of consumer in an effective manner.
 Seasonal Pricing: It is one of the popular sales strategy which is used by the marketer in
order to increase the sales as well as profitability level within market. In assistance of this,
the marketing manager charge a price according to the season as well as occasion. This is
the most common solution to manage the customer as well as demand. In reference of
Trafalgar, the manage impose the price according to the season. And also use this strategy in
managing demand and customer in an effective manner.
 Perfect sales pitch: It is important for marketer to have a confidence in their services which
is provided to its customer. In context of Trafalgar, the manager are fully confident in
providing their services in order to gain competitive advantage at marketplace.
 From the above mentioned sales strategy, the manager of Trafalgar tourism company adopt
the seasonal pricing method in order to increase the sales as well as profitability level at
marketplace. It helps them in satisfying the need and wants of customer in an effective
manner. And also, it helps in retaining customer for a longer period of time (Monden, 2019).

CONCLUSION
From the above mentioned report, it has been analysed that for sales management it is
necessary to make an effective strategy for accomplishing goal and objective within given period of
time. In addition to this, the sales management plays an important role for the success and growth of
business in future time period. Apart from this, there are different sales structure which helps in
increasing the sales as well as profitability level. The main focus of Trafalgar is to achieve the
leading position within market. Also, the manager of this company focuses on maintaining brand
image as well as reputation of company. In assistance of this, they offer superior quality tourism
services in order to attract ample of customer. It helps them in retaining customer for a longer
period of time.

REFERENCES
Books and Journals
Johnston, M. W. and Marshall, G. W., 2016. Sales force management: Leadership, innovation,
technology. Routledge.
Syam, N. and Sharma, A., 2018. Waiting for a sales renaissance in the fourth industrial revolution:
Machine learning and artificial intelligence in sales research and practice. Industrial Marketing
Management. 69. pp.135-146.
Hase, S. and Busch, C., 2018. Sales management. In The Quintessence of Sales (pp. 77-122).
Springer, Cham.
Deeter-Schmelz, D. R., 2016. Personal selling and sales management abstracts. Journal of Personal
Selling & Sales Management. 36(2). pp.206-220.
Moncrief, W. C., 2017. Are sales as we know it dying… or merely transforming?. Journal of
Personal Selling & Sales Management. 37(4). pp.271-279.
Pierce, D. and Irwin, R., 2016. Competency assessment for entry-level sport ticket sales
professionals. Journal of Applied Sport Management. 8(2).
Monden, Y., 2019. Toyota management system: Linking the seven key functional areas. Routledge.
Powers, T. L., 2016. History of selling and sales management. Routledge Companion to Marketing
History, Routledge, London, New York, NY, pp.225-238.
Viio, P. and Grönroos, C., 2016. How buyer–seller relationship orientation affects adaptation of
sales processes to the buying process. Industrial Marketing Management. 52. pp.37-46.
Xiao, H. X., Ji, X. and Dong, J. F., 2016. Advanced Encryption Standard algorithm applied
research in medical reagent sales management. In International Journal of Engineering Research in
Africa (Vol. 21, pp. 209-214). Trans Tech Publications Ltd.