Sales Management Report: Analyzing Sales Structures and Techniques

This report provides a comprehensive analysis of sales management principles and practices, focusing on the case of PESS Co. Ltd., a shoemaking firm. The report begins with an executive summary and introduction to sales management, emphasizing its role in business growth and profitability. It then delves into the evaluation of sales structures relevant to product ranges, examining different structures such as geographic and market-based structures, and assessing their implementation with organizational examples. The report further explores the concept of selling through others, discussing its importance, benefits, and drawbacks, along with the use of various sales techniques. The analysis extends to the principles and techniques contributing to building and managing customer relationships, providing real-world examples. Finally, the report discusses the importance of sales strategies that yield the highest profitability and evaluates how core principles and successful portfolio management can lead to increased financial viability, culminating in recommendations for improving sales structures and overall financial performance. The report uses the PESS Co. Ltd. case study to exemplify the application of sales management in a practical business context.

Unit 39: Sales
Management

EXECUTIVE SUMMARY
Organisation is wider and broader and it is important to focus on product as well as
service so that objectives are achieved. Sales management is a process which includes coordinating
sales, sales force & implementing of sales techniques. In this competitive market, it is essential to
focus on sales & profit ratio so that it is easy to access opportunity. This report gives brief
information about how business is depended on sales. To generate sales, effective strategies are
required in order to fulfil needs of customers. So, sales management is needed to obtain positive
results.

Table of Contents
EXECUTIVE SUMMARY .................................................................................................................2
INTRODUCTION ...............................................................................................................................4
MAIN BODY ......................................................................................................................................4
TASK 1.................................................................................................................................................4
P1 Brief introduction about organisation & products & examine the sales management concept
(Covered in PPT).............................................................................................................................4
TASK 2.................................................................................................................................................4
P2 Discuss & evaluate sales structure with relevant to product range ...........................................4
M2 Assess implementation of different sales structures with organisational examples ................6
D1 Explain understanding of sales management, structure, technique ..........................................7
P3 Explain concept of Selling through others & discuss importance, benefits of using sales
techniques with relevant examples ...............................................................................................7
TASK 3.................................................................................................................................................8
P4 Briefly analyse the principles & technique contribution in building & managing customer
relationships. Give examples...........................................................................................................8
M3 Analyse application of selling principles & techniques to organisation ..................................9
TASK 4.................................................................................................................................................9
P5 Discuss importance of sales strategies that yield highest profitability& incorporating within
sales structures.................................................................................................................................9
M4 Evaluate how core principles & successful portfolio management can leads to increased
profitability......................................................................................................................................9
D2 Examine and make recommendations how sales structures can improve financial viability . 10
CONCLUSION .................................................................................................................................10
REFERENCES...................................................................................................................................11
Books & Journal:...........................................................................................................................11

INTRODUCTION
Sales management is defined as process of implementing & developing of coordination of
sales, training or development around sales department to generate business profit (Abdi, 2018). In
this flexible market, it is necessary to focus on how sales can be done so that revenue increases.
Main aim of this report is to understand the concept of sales management within business
perspectives. PESS., Co.Ltd. Is a shoemaking firm located in Japan. Mission statement of firm is to
bring best eco products to public. Vision of entity is to provide safety to environment by using
natural resources. This report comprises of principles and techniques of successful selling,
contribution of technique in building customer relationships, selling through others and sales
structures.
MAIN BODY
TASK 1
P1 Brief introduction about organisation & products & examine the sales management concept
(Covered in PPT)
M1 Critically evaluate principles of sales management will be different in response to consumer &
business buying behaviour process (Covered in PPT)
TASK 2
P2 Discuss & evaluate sales structure with relevant to product range
In organisation, sales play important role in growth as well as development. A sales structure
refers to dividing of sales team into particular groups. Sales structure is crucial which is to be
known so that it is easy to execute business activities in proper manner. PESS, as they deals in shoe
manufacturing & products it is necessary for them to focus on sale structure so that decisions are
made easily. Main benefit of sales structure is that it assists in completion of work & assigning of
duties in proper manner. Furthermore, marketing department of firm make assure that sales
structure is being implemented in most efficient manner. For example- it is seen that PESS divides
their sales team into different roles such as selling team, problem solving people, lead generation

team etc. It is duty of manager to make assure that all roles and responsibilities are being divided
with proper considerations.
Sales structure of PESS
Human resource manager of firm is well aware about how sales and other business functions
are required to be carried out. It has been also stated that it is critically essential to focus on such
different sales segmentation so that goals are accomplished. There are various benefits of sales
structure which are discussed as follows-
 Assigning roles- It is main benefit of sales structure in which main aim is to assign duties in
proper manner and fulfil the responsibilities accordingly. With help of sales structure, it is
easy to assign roles depending on their skills & capabilities.
 Performance measurement- It is also benefit of sales management in which it become easy
to analyse analyse and examine performance of employees as well as management. Through
analysis of performance management, decisions for improvement are being undertaken in
proper manner.
 Increases skills & knowledge- It is another advantage of sales structure in which skills as
well as knowledge of both employers & employees increases because it is easy to achieve

strategical objectives in proper manner.
Limitations
 One loop hole, leads to conflict- Main disadvantage of sales structure is that one problem
can leads to big issue. So, to organize a sales structure it is essential to have relevant
knowledge about employees & management which is a time consuming process.
 External & internal factors- Due to flexible market situations, it is difficult to access
internal as well as external factors which negatively impacts upon working environment of
management.
Thus, it is analysed that it is essential to focus on implementation of sales structure so that
sales activities, operations & functions are carried out in most efficient way. Furthermore, human
resource manager of firm need to be well aware about these sales structures so that resources are
used accordingly.
M2 Assess implementation of different sales structures with organisational examples
In organisation, implementation of sales structure is a difficult task and which require deep
knowledge of business related factors and employees. PESS need to develop a good sales team
structure on basis of which they are able to develop organisational goals easily. Furthermore, it is
also analysed that there are several tips which are focused to be focused which are given as follows-
 Using right data- The management of PESS need to use data in well organised way so that
credentials are used in proper manner. Data is a powerful tool which is needed to be used
within effective manner. The HR of firm can gather credentials through using different
sources which assist in implementation of sales structure.
 Analyse the layers & shared credits- It is another important point which is to be focused
as in this it is necessary to access the layers between VP of sales team & sales management
so that effective relationship is developed.
There are various types of sales structure which are further explained below-
Geographic structure
 It is a type of sales structure in which sales team divide and assign duties according to
certain geographic area. In reference of PESS, they segment their sales team based on this
structure.
Market based-
 It is another form of structure in which sales team is being divided on basis of product and
customers or enterprise. Main focus is on building of effective relationship in proper
manner.

Thus, there are several types of sales structure on basis of which implementation is done &
accordingly activities are executed.
D1 Explain understanding of sales management, structure, technique
Sales management, structure and technique all are important which is to be focused with
proper considerations so that strategies are implemented effectively. Sales management is broader
and wider concept which focuses on sales & activities. Whereas sales strategies & techniques
reflects the way sales operations are to executed.
P3 Explain concept of Selling through others & discuss importance, benefits of using sales
techniques with relevant examples
In business, selling is important without which it is not possible to generate profit or revenue
within organisation. The concept of selling is wider which includes various types of activities and
procedures. Selling through others refers to selling technique in which it includes customers
purchasing from retailers instead of directly from firm. In relation of selected firm, they have been
involving in adapting of these techniques as well as principles.
In this flexible market, it is crucial to understand the importance of sales techniques so that
it is easier to adopt the effective kinds of sales channels. Businesses adopts various types of
distribution channels on basis of which they are able to access customers.
PESS, as they are shoes manufacturer wide number of people are involved within business
and also to reach to customers at larger scale selling through others is important. It is because
without using of this concept it is difficult for them to access new opportunities & sell their product
at larger level. Moreover, it is examined that they need to update their sales strategies so that
benefits are achieved accordingly. There are various to adopt selling through others concept which
is described as follows-
Advantages
 Main advantage of selling through others is that it increases the goodwill of a firm at higher
scale. In relation PESS, as it is new firm they need to reach to customers as far as possible
(Ilkka, 2017).
 Further, involving number of people leads to accessing to new opportunities and customers
easily. In context of chosen firm, it is easy for company to implement strategies in effective
manner.
Disadvantages

 Drawback of selling through other is that commission is to be paid to wide number of
people. This can negatively affects the working operations of PESS.
 Another limitation of this is that conflicts can be arises any time due to difference in
opinions or external elements (Abdi, 2018).
Benefits of sales techniques
In business, it is crucial to use sales techniques because they help in executing of sales
procedures in proper manner. Furthermore, it has been analysed that it is necessary for manager of
PESS to be well aware of these sales approaches so that benefits are achieved in appropriate way.
In relation of chosen firm, it is analysed that it is necessary to use different techniques relying on
different situations. For example- PESS can use sales technique which will assist them in reducing
of complex problems and issues (Akdağ, 2019).
Scanning of business environment is needed to be done so that it is easy to make decisions
about how to use sales technique within business perspectives. Furthermore, appropriate metrics are
also to be used so that performance of techniques which has been applied is measured in correct
way (Hirvonen, 2019).
So, it is examined that it is essential for new and old enterprises to be aware of how to
convert leads into sales so that revenue is generated. Moreover, to achieve it proper implementation
of strategies is necessary at wider scale.
TASK 3
P4 Briefly analyse the principles & technique contribution in building & managing customer
relationships. Give examples
In business, both principles and technique have a wider contribution in building of
managing customer relationships. This is because when selling principles as well as techniques are
used sales person are able to track or analyse needs & demands of customers properly. It is critically
essential to use them both at same level so that competitive advantage is achieved. So, PESS
marketing & sales department uses them with proper considerations so that it is easy to generate
revenue within business. For example- Tesco & Sainsbury uses social selling technique to target
their audience. Further, PESS too uses social selling technique as through Instagram they are able to
track user's data & their product reviews which helps them to make changes in effective manner
(Razmochaeva, 2018).
In relation of Sainsbury, they focuses on selling principle of price & value go hand in hand.
Because they are able to target middle class people with aim of providing better quality of services

& products effectively. Principles and techniques are important which are to be considered in proper
manner so that decision and strategies are being undertaken in proper manner. For example- Nike
and Adidas uses social selling as most effective technique of selling as it helps them in achieving of
competitive benefits at appropriate level. In this competitive and contemporary market, it is crucial
to focus on how to retain customers for longer period which can be done through managing of
Agnelli family customer relationship. The principle- selling is all about relationship is beneficial
and effective which is to be used proper considerations so that it is easy to build a positive relations
with customers. Further, it is critically important to focus on these principles because they guides
firm regarding concept of selling within business. Furthermore, it is also seen that without using of
selling techniques it is not possible for sales person to properly do selling. Thus, contribution of
these principles as well as technique is wider within organisation context (Ponnekanti, 2017).
M3 Analyse application of selling principles & techniques to organisation
Selling principles and techniques are used at wider in PESS. For example- to convert leads
to into sales principles of sales management are needed to be adopted so that objectives are
achieved. It is critically crucial for organisation to use both techniques & principles in proper
manner (Player-Koro, 2018).
TASK 4
P5 Discuss importance of sales strategies that yield highest profitability& incorporating within sales
structures
Sales strategies are important for development of business activities and procedures. To use
sales strategies, appropriate type of decisions & business caning is needed to be done. It is too
examined that with adopting of sales strategies like modifying of sales structure can leads to
increase in higher profitability.
In this contemporary business world, it is necessary to incorporate within sales structure as
it helps in achieving of set objectives within time period. Moreover, it has been too stated that it is
necessary to use tactics so that it is easy to increase the profitability level of business at higher
scale (Julien, 2018).
M4 Evaluate how core principles & successful portfolio management can leads to increased
profitability
Successful portfolio management and core principles leads to increased profitability as
because with help of these manager of firm is able to access effective and new opportunities easily.

Adopting of these both assist in making of effective decisions in appropriate way. With use of
portfolio management, PESS find it is easy to segment their sales structure.
D2 Examine and make recommendations how sales structures can improve financial viability
Sales structure is crucial which is required to be carried out in proper manner. There are
various ways through which sales structure can improve the financial viability which are stated as
follows-
 PESS can segment their sales structure into different types which will assist them in
accessing to resources efficiently.
 Further, decision making can be done in effective manner when work is done according to
proper structure (Ranta, 2018).
CONCLUSION
From above discussed report, it has been examined that sales management and procedures
are important which are to be used in most efficient manner. So, discussions have been made about
sales principles, techniques, strategies. Further, different types of sales structures, improvements of
financial viability and profitability has been explained briefly. Thus, it is essential for enterprise to
to have relevant knowledge about market & its theories as well as models so that goals are
accomplished.

REFERENCES
Books & Journal:
Abdi, 2018. Solving customer insurance coverage sales plan problem using a multi-stage data
mining approach. Kybernetes.
Akdağ, 2019 . pplication of sales forecasting techniques for a company in the home appliances
(Doctoral dissertation, Marmara Universitesi (Turkey)).
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Wood, K., 2017. Design prototyping methods: state of the art in strategies, techniques, and
guidelines. Design Science, 3.
Chiparausha, 2019. The impact of internal marketing strategies (internal communication and
employee training) on sales performance. A case study of hp lubes t/a Castrol(Doctoral
dissertation, BUSE).
Chishimba, 2018. Strategies for Motivating Sales Employees' Performance within Small Businesses
in the United States.
Duch-Brown, 2017. The impact of online sales on consumers and firms. Evidence from consumer
electronics. International Journal of Industrial Organization, 52, pp.30-62.
Hirvonen, 2019. The Emergence of Agile Sales Management.
Ilkka, 2017. The State of Smarketing: Sales and marketing alignment and its strategic importance in
chosen B2B companies.
Julien, 2018. The state of the art in small business and entrepreneurship. Routledge.
Player-Koro, 2018. Selling tech to teachers: education trade shows as policy events. Journal of
Education Policy, 33(5), pp.682-703.
Ponnekanti, 2017. Sales Management Portal.
Ranta, 2018. Creating value in the circular economy: A structured multiple-case analysis of
business models. Journal of cleaner production, 201, pp.988-1000.
Razmochaeva, 2018, September. The investigation of machine learning methods in the problem of
automation of the sales management business-process. In 2018 IEEE International
Conference" Quality Management, Transport and Information Security, Information
Technologies"(IT&QM&IS) (pp. 376-381). IEEE.
Scarfe, 2018. Maxillofacial cone beam computed tomography: principles, techniques and clinical
applications. Springer.