Sales Management Report: Sales Management in the Banking Sector

This report delves into the principles and practices of sales management, using HSBC as a case study. It begins by exploring the core principles of sales management, emphasizing the importance of sales planning and various selling methods, including cross-selling and consultative selling. The re...Read More

Sales Management
Table of Contents
INTRODUCTION...........................................................................................................................4
TASK1.............................................................................................................................................5

Principles of sales management in relation to the importance of sales planning and methods of
selling..........................................................................................................................................5
Discuss how principles of sales management will differ in response to buying behaviour of
customers.....................................................................................................................................6
TASK2.............................................................................................................................................7
Benefits of sales structure in organisational context...................................................................7
Evaluate different sales structure with specific organisational example.....................................9
Significance of concept of “selling through”others....................................................................9
TASK3...........................................................................................................................................11
Analyse the key principles and techniques for successful selling and how they contribute to
building and managing customer relationships in application to specific organisational
examples....................................................................................................................................11
Critically analyse the application of successful selling principles and techniques in
application to specific organisational examples........................................................................13
Evaluate sales management and selling techniques, structure in organisational context..........13
TASK4...........................................................................................................................................13
Explain the importance of developing sales strategies that yield highest profitability and
incorporating account management within sales structures......................................................13
Evaluate how core finance principles and successful portfolio management can lead to
increased profitability and a competitive edge..........................................................................14
Make recommendations to improve sales structure and approaches to enhance financial
viability.....................................................................................................................................15
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16
INTRODUCTION
Sales management is a process that is to develop sales strategies and implement those
strategies in an efficient manner in order to achieve predefined objectives. The main aim of this
function is to increase in revenue of company through increasing its sales (Dechawatanapaisal,
2018). It is a crucial business function that helps to driven revenue for whole organization to

undertake various other activities. In the current report HSBC is taken into consideration that is
an international bank situated in London. It offers wide range of banking services such as retail,
investment and private banking to cater the needs of huge segment. The report discuss
importance of sales management and its principles within company. In addition, sales structure
of company is also discussed in the report. Further, it comprises the concept of “selling by
others” sales techniques and its importance in organisational context. Moreover, the report
renders an overall prospective about sales management within company.
TASK1
Principles of sales management in relation to the importance of sales planning and methods of
selling
Sales concept refers to the aggressive selling without giving more considerations toneeds
and requirements of customers. In context of HSBC, higher authorities of provide proper training
to sales representatives so that they will be able to achieve their targets. They motivate sales
personnel’s to sale out their banking products and services to clients in large number.
To earn potential profit, it is crucial to increase in sales of company. Effective sales
management helps to increase in revenue and presence of organisation in market. There are
ample of principles such as managing team, lead by example and many more that need to be
follow by managers in order to achieve predefined sales targets. In context of HSBC, it uses
these principles are discussed as under:
Manage sales force- It is crucial to pay individual attention to each member of sales
team. With this, managers get to know the problems faced by employees to achieve assigned
targets. Management team of HSBC asses the growth of every human resource and them provide
them training accordingly. It helps them to maintain a stress free environment at work place.
Lead by examples- To motivate human resources, it is vital to set an ideal before them so
that they act accordingly. For this, managers need to be discipline and share the sales record with
employees so that they also get inspired to attain assigned targets. Mangers of HSBC, conduct
meetings of sales team on timely basis in order to aware them with current performance of peers
and whole team (Dixon, LeBon and Wieseke, 2019).
Sales management is an essential function that is undertake to attract more number of
buyers towards the products and services of company. It helps to generate revenue to perform

several business operations in an appropriate manner. In context of HSBC, the significance of
sales management is discussed below:
Handle the sales force- Sales management is wide term that comprises ample of
techniques to manage sales force within organization. It is essential to keep proper control over
their performance in order to achieve predefined targets. HSBC defines standard to monitor the
performance of sales people and provide them necessary feedbacks for further improvements.
Increase in revenue- The main purpose of sales management is to adopt effective
strategies in order to attract more number of customers (Gasanov and Veliev, 2019). With this
company is able to get higher revenue thus minimize overall cost of production. Managers of
HSBC adopt ample of techniques to inflate sales and profit margin of bank. They advertise their
services among customers so that they get attracted towards the services of banking institution.
Methods of selling-
Selling is an activity to aware as well as persuade customers to receive an edge over other
competitors. There are several ways that can be adopted by an organisation in order to sales its
products or services to potential buyers. In context of HSBC, widely used methods of selling are
elaborated below:
Cross-Selling-It is a crucial method under which companies sale some additional
products along with main product to its customers. It is generally used in financial institution
such as banks, investment firms and many more. HSBC executes cross selling by providing
additional services such as investment advice and more.In addition, it also gives export and
import finance, foreign exchange services, transactional banking and net banking as well as
reporting facilities to customer this is providing competitive edge to entity. Further in Canada
people get It helps them to attract more number of clients that is crucial to receive competitive
advantage.
Consultative selling- Under this, companies emphasis to make long term relationship
with customers rather doing aggressive selling. HSBC focuses to provide appropriate solution to
clients with the help of competent sales representatives.They take the queries of customers and
provide them effective solutions in order to make long term relationship with them. For this,
entity has separate team of investment advisories who provide appropriate suggestions to client
to use their money wisely. With this, it is able to formulate positive brand image in market place
(Johnson, 2020).

Discuss how principles of sales management will differ in response to buying behaviour of
customers
There are several principles of management that is also influences the behaviour of
clients of company. It is essentials for organization to asses consumer behaviour and make
necessary modifications in present principles accordingly. For this, HSBC carries out survey and
take feedback from clients in order to make necessary improvements. It is analysed that company
needs to make some modifications in their existing standards as per the current market condition.
For instance, as per bank's strategy sales personnels are required to be in touch with clients even
after sales. Some time this practice may frustrate customers and hamper the current brand image
of banking institution.Sales representatives are required to deal with customers in best possible
way by providing appropriate investment suggestions to them. It will help to make effective long
term relationship with clients. Thus, there are certain principles that differ from customer’s
behaviour. For this, organisation needs to make necessary alteration in their services as per
received feedbacks and reviews from clients. Further HSBC provides services to both segment
B2C as well as B2B. It provides retail banking services such as credit and debit card, account
opening, net banking to individual clients, Whole sale banking products and services are also
provided by respective organization in order to cater the needs of business clients. For this, they
use effective marketing and selling approaches & also provide personalized services to
individual and business to resolve their problems effectively.
TASK2
Benefits of sales structure in organisational context
Sales structure refers to the way in which roles assigned to sales representatives. It
demonstrates the design of sales team within company. It can be determine on the basis of
territory, product and customers size and other factors(Koehl, Poujol and Tanner, 2016). For
organization, it is essential to adopt appropriate structure of sales in order to manage sales force
in an appropriate way. It helps to determine the roles and responsibilities of each and every
person working in company. Hierarchic arrangements of various positions are crucial to
minimize conflicts arises at work place (Rauch, 2016). HSBC use product/ service structure to
manage the performance of employees in an efficient manner. There are several kind of services
such as transaction banking, credit and debit card, foreign exchange, margin trading services that
are offered by bank. Thus, managers assigned task to human resources according to that. In this

bank divide the work in sales personnel and assign them a particular product and service.
Managers also provide necessary training to them related to the area in which they are working.
This is essential to clearly define the roles and responsibilities of various people working within
entity. With this way sales representatives of respective organization are able to achieve
predefine targets.It helps them to achieve predefined objectives in stipulated period of time. This
structure is crucial to improve the expertise of work force by providing them a specific product
and services. Under this, sales personnels concentrates on features of products and deliver it to
customers effectively. The following functions are being performed by managers of HSBC in
order to improve the efficiency of sales representatives:
Training and Development- To improve productivity of human resources, it is
significant to provide them necessary training. It enhances skills and potential of employees to
perform assigned task in an efficient manner. HR managers of HSBC arrange training and
development functions to improve in order to enhance capabilities of sales team so that they can
attain predefined targets (Wood, 2020).
Motivation-Employees are significant part of an organisation who perform various
business operations and contribute towards success of company. Motivation is crucial to keep
employees inspired to undertake business operations. For this, HR personnels of HSBC, provide
ample incentives, benefits, extra pay to sales team on exceeding assigned targets. In addition,
they also acknowledge employees efforts by rewarding them for exponential performance.
Motivated human resources tend to work effectively to achieve business goals.
Benefits of sales structure in organisation
There are ample of benefits to undertake effective sales organizational structure as it
helps to minimize internal conflicts, disputes to maintain positive environment at work place.
Some benefits of these structures in context of HSBC are discussed as under:
 It helps to maintain coordination within company by defining roles, duties of all
employees working in organisation. For this, sales manager of selected company arranges
sales meeting on timely basis so that representatives get a chance to interact with each
other. This assists managers to minimize internal disputes as well as conflicts in an
efficient manner.
 The sales structures significantly define the roles as well as responsibilities of sales
personnels to achieve business goals. Managers of HSBC define targets of each

subordinate and communicate it to them on timely basis. With this, employees get to
know their responsibilities towards business goals thus put efforts to achieve it in
predefined period of time.
 To enhance the potential of human resources, it is vital to assess their performance in
regular intervals. With sales structure managers of HSBC monitor the performance of
human resources in respect to assigned targets. It helps them to take necessary corrective
actions such as arrangements of training program for further enhancement (Xiao, Ji and
Dong, 2016). For this, higher authorities determine standards and compare it with actual
targets in order to take appropriate decisions to minimize deviations.
 The main significance of sales structures is clarification of roles as well as
responsibilities of employees in an efficient manner. Sales managers of HSBC clearly
definer the duties of sales personnels in order to minimize ambiguity and conflicts among
employees. In addition, this practice also assists management team to communicate with
human resources in an efficient manner.
 The another main objective of sales structure is to create such kind of environment at
work place in which human resources can grow and prosper. Managers of HSBC adopts
product based structures to increase in the efficiency of human resources. With this, sales
team will be able to interact with customers effectively.
From the above discussion, it is monitored that product structure is being adopted by
bank to divide the work among employees. It provides several benefits to entity by clarifying
duties of human resources, minimizing conflicts, disputes. With this, company is able to enhance
the capabilities of employees to achieve set targets. Therefore, it is essential to adopt most
suitable sales structure to provide effective services to customers for the growth and success of
organisation.
Evaluate different sales structure with specific organisational example
Different kind of sales structure in context of selected company are elaborated below:
Geographic organisation structure-Managers of HSBC divide the whole work in sales
team as per the geographical location and region. They divide the whole market in smaller
segment and assign it to sales representatives. With this, company is able to meet with the
requirements of local audience on timely basis. It also help them to maintain higher goodwill

among target segment. It also provide assistance to sales manager to evaluate the performance of
sales representatives within region (Xiao, Ji and Dong, 2016).
Product/service structure- Under this, managers of HSBC assign target to sales
personnels as per the product and services offered by company. In addition, company provide
training to employees to improve their knowledge regarding banking products being offered by
company. It develops the competency in sales people to solve the problems faced by customers
in an efficient manner.
Significance of concept of “selling through”others
Selling through others is the concept to sales products and services to potential customers
through other intermediaries. It may include one or more parties to provide effective services to
end user(Park, 2020). With this, company is able to achieve predefined goals in stipulated period
of time. In addition, this practice is also crucial to enhance the presence of company at market
place. In context of respective organisation, it takes help of third parties to provide services to
large segment of customers. HSBC is a banking institution which carries out selling through
others so that their services are approachable by individuals and business entities.There are
several brokers are associated with entity who provide services to customers on their behalf. For
this, they also charge commission from company. With a wide network of brokers at different
countries, managers are able to provide investment and financial services to wide segment of
customers.Significance of this concept in selected company is given as under:
 It is a concept by which company take helps of other external parties to provide their
services to large segment. HSBC is a global banking institution which provides services
across the globe thus it is vital for organisation to associate with other parties. With this
company will be able to approach wide audience by increasing its reach globally. Sales
managers of entity may take help of other institutions as well as retailers to offer financial
services such as wealth management, investment advice to clients.
 It will also enhance the presence of entity at global level. With this, HSBC will be able to
target domestic as well as international audience. Thus this approach will help the entity
to enhance its brand value at wide level.
 This concept also helps to increase in number of customers through enhancing the
business activities of company at international level. With this approach managers of

HSBC will able to attract more number of customers towards company. Thus, the entity
can enhance its market share as well as revenue.
 Through other techniques such as personal selling HSBC was not able to target huge
segment. But with the help of other parties entity can easily sale its services to large
audience at global market place.
 The main aim of a company is to earn higher profit margins to survive in market for a
longer period of time. Selling through other, approach is essential to inflate sales as well
as profit margin of entity. It enhances revenue of organisation by increasing its customer
base.
 Furthermore, this approach is also helpful to enhance the network of company at
international level. Managers of HSBC adopts this approach to increase in networking
and maintain good relationship with intermediaries. It will provide several benefits to
company in its growth and success.
 It provides valuable information to company about the needs and requirements of
domestic audience. HSBC is a global brand that provides services to international
audience thus it is important for entity to take help of other parties who are working
within country and have the knowledge regarding needs as well as requirements of local
audience. With this, company will be able to enhance its market share globally.
Out of above discussion, it is analysed that entity is taking help of sales agents,
intermediaries in order to provide effective financial services to clients. It owns a chain of sales
representatives, agents across the globe to enhance company's presence. With this company is
able to target maximum audience without spending more amount on promotional techniques.
TASK3
Analyse the key principles and techniques for successful selling and how they contribute to
building and managing customer relationships in application to specific organisational
examples.
Selling is the process which involve exchange of money for goods. As there is largest
demand of product by consumers, as well as highest productivity of product by different
organisational, Those who produce smiler or different kinds of product and services. (Danese, P.
2018) They compete to each other for the highest selling of goods, for that company have to use

some key techniques and principles for better selling, highest profit, through special promotional
and pricing techniques.
As there are the different kinds of product and services needs, so for that there are the
various types of industries related to the specific kind of goods production, and the selling
process of organisational depends on the type of business. But the principles of selling is smiler
for every type of industry which should be followed in right way for the achievement of goals.
There are the five basic principles which helps to get master in selling process. Those five
principles are describe below.
1. Relationships building for selling: Before the selling something to some one, salesman
should be able to make a relationships with the customers which finally help them to win
the sale, its all about the capability of sealer to build a trust and value in consumers
mind. HSBC is using this principles for their services and it helps the organisation to
built the trust in consumers mind.
2. Sale is about problem and need of customers: The second principles suggest that, for
the effective selling, the first priority should be the needs and problems of consumers,
seller should analyse the particular emotional reason behind the buyer come into the
market. because customer come into the market to solve some emotional needs and
problems, and if once seller get the point of that reason, (Grubic, T. 2018) then they can
be able to easily offer the product related to that especial need of customer which finally
helps the consumer and salesman in the goods and money exchange. HSBC is providing
different option to their customers in odder to solve their problem, by providing different
choice, creating convenience, provide information related to the services.
3. Price and value go hand in hand: For the impressive selling, salesman should be
effective influencer, they should know the way of creating value of product related to the
price. HSBC is giving the valuable services to their customer in the return of charges.
As customer pay for quality and value of product,( Linz, C. 2017) they want goods and
services which can satisfy their needs.
4. Selling is all about closing the deal: There is no sell unless you close it, the
responsibility of salesman to close the deal, for example salesperson duty is to target big
customers, and there is the big sealing staff, but most important principles of selling is

actual sell. HSBC salesperson always close the deal, because of the best services they are
providing.
Listing capacity is mast: For the impressive selling salesperson should posses listing ability,
because it helps to win the task by understanding the individual demand. Only good listener can
make relationships, HSBC apply some apply some concepts of CRM system of in order to
maintain customer relationship with the organisation such as, differentiate and collect the
information of customer individually, than the analysis and management of every point of
interaction, respect the customer needs.
Can analyse problem, which finally result in the sales achievement. HSBC helps consumer by
understanding their need and provide them relevant services.
Selling techniques
For the effective sell it take time to develop and learn the selling techniques, it not just
about giving the product in customer hand in the exchange of money, for the selling of product
salesperson need to learn the strategies that how to convenes the consumer. Some of the selling
techniques are explain below.
Active listening- As there is highest competition of selling in the market, salesman are
just focused about the putting their product in customer hands without listening them, which
wouldn't help in the closing of leads. (Gu, F. and Lev, B., 2017) So for competing the seal
salesperson should be talkative and understanding, help consumer to explain there problems.
Benefits of product and services- Salesperson for better sell, have to focus on tailing the
customer about product quality and features.
Warm calls-This is another helpful techniques for increasing the sell, salesperson and
organisation can increase seals of their product by conducting warm calls, by outgrossing
company, who can help to inform the customer about product they are looking for.
Social selling- Now a days social media is the best technique of selling, which helps to
promote the product and services throughout the social media network.
Theoretical prospective of HSBC Bank behind reason of selling through others is that, higher
sellers’ higher awareness, big network big seal, multiple way of interaction is opportunity to
attract customers
, They focus that there should be multiple way of interaction to retain the customer relationship,
such as selling by the help of others.

Critically analyse the application of successful selling principles and techniques in application
to specific organisational examples.
The application of all the selling principles in HSBC is giving the best result, as
organisation is providing all the support and services by related to the sealing principles and
techniques. Such as company is giving the multiple options for choice, (Griffin, R.W. 2020)
providing all the legal and organisation information, helps in maintaining the customers privacy
and so on.
Evaluate sales management and selling techniques, structure in organisational context
There are ample of sales management techniques such as cross selling, consultative
selling that are used by HSBC in order to increase in number of customers. It helps sales
managers to increase in revenue as well ass profitability of company (Popp, Simmons and
McEvoy, 2017). In the current competitive world, it is essential to adopt attractive strategies to
attract customers. For this, company prepare effective plans and persuade customers through
promotional tools. Further, entity owns competent sales personnels to maintain long term
relationship with clients. In addition, selected banking institution adopts appropriate sales
structure in order to define roles and responsibilities of employees.
TASK4
Explain the importance of developing sales strategies that yield highest profitability and
incorporating account management within sales structures.
Sales strategies
It is a plaining of different activity's which has to be done to accomplish seals and profit
goals. Its all about that how to sale the product and increase the earnings. Seals strategies is made
by administration of organisation, with the help of sales,(Inyang, A.E. 2018) marketing and
promotion manager. Some how the marketing strategies Marge with the sales strategies, it
involve some functions of marketing mix. Such as marketing research, setting method's, analysis
of competition, cold calling. Analysing trends, pitching, (Swierczek, A. 2019) stay organised,
seals presentation, account management, closing techniques. Sales strategy development, sales
structure development, account management is a combine functioning process. Normally there
are the two type of sales strategies, first is inbound and second is outbound

outbound strategies- This strategies is normally use the pipeline techniques, that means
they just focus on increasing the salesperson in the area and forcing the customer to buy the
product which almost get fail, sellers action.
Inbound strategies: This involves new way of selling,buyers action, modern techniques
of selling.
Importance of sales strategies in yield of highest profitability- Sales strategies is the
pillar of successful deal closing, yes its play important role in the profitability of
organisation, because it involve all those steps and process which has to be done for the
satisfaction of customer and to impress the consumers. As the HSBC is getting highest
profitability, because it is following and managing effective sales strategies by providing,
(Kumar, V. 2016) emotional support to their customer, understand their needs and providing
different kinds of services. Emotional support: HSBC is focus on the emotional support seals
strategy, by providing the relevant solution related to personal financial needs of customers..
Varieties of services- HSBC provide the multiple options related to the financial management
services, by targeting and aiming that what should be the requirements of customer
Understanding the needs of individual customer- HSBC most important sells strategy is to just
grave the emotional, personal needs related to the service. So that it can be very easy to satisfy
the customer by providing the relevant service.
Account management- Account management is a process of managing organisation
finance department as well as customer relationship with the company,(Katsikea, E. 2019)and
this responsibility is done by account manager. Person who is responsible for the sales and
relationship management of company is known as account manager.
Sales structures- It is a division of sales team into different groups by authorising the
specific work, that involves the, salesperson who attract the customer, and close the lead, sales
promoter, than the cashier who collect the money, (Kumar, G. 2020) account management who
manage the exchanged money and customer relationships with the organisation. So the sales
structuring is a segmentation of sales department into small groups.

Evaluate how core finance principles and successful portfolio management can lead to increased
profitability and a competitive edge
Financial principles, it involves cost management and division of money for the production,
saving, promotion of organisation. (Gu, X. 2018) Successful portfolio management is about
making the product list into the effective manner so that customer can easily find out the product,
on the basis of need, it helps the customer to find out the required product from the large
collection of goods. And the management of all the aspects of financial principles and product
portfolio finally results in the profit of organisation. both financial management and portfolio
management helps in competitive edge, by comparing and improving there management system
in comparison to other organisation, company can improve sales and product portfolio which
attract the consumers and increasing the sales of company.
Make recommendations to improve sales structure and approaches to enhance financial viability
It is analysed that product structure is used by selected company that is essential to
achieve business objectives. There is a need to make further improvements in current structure to
make it more efficient. It is monitored that sales structure of entity is not clearly defines the roles
and responsibilities of people thus there is requirement to adopt such a structure that minimizes
internal conflicts. In addition, employees are lacking in product knowledge thus they are not able
to solve the problems faced by customers. So, entity needs to organise proper training programs
to enhance in the capabilities of sales person so that they can provide solutions to clients over
their financial problems. HSBC is using the multiple sales organisations to market and promote
the product; they need to maintain their financial profit margin and money exchange by the help
of account management. Selling organisation provide the detail of financial requirement for the
marketing and promotion to the account manager and their profit margin so that it is busy can
provide the financial support and the payout for the promotional activities.With this, company
will be able build its brand image at market place that will increase in number of clients which
eventually leads it towards higher profit margins.

CONCLUSION
From above discussed report it has been analysed that sales management is an intrinsic
part of business unit and which is very crucial for company to understand all the terms of sales
management in most effective and effectual way so that company will able to meet their ore
determined goal within stipulated time period. In which the sales term such as sales planning,
structure, strategies all these is studied. It is the duty of manager of company to provide surety
that goal and objective will be achieved in effective manner and within given time period. So by
using sales management in effectively and appropriately, company will easily attain or gain the
competitive edge. So it will become easy for company to increase the performance of as well as
operational efficiency. There it is important and essential for management team of sales to have
proper knowledge about sales and marketing so that it become easy for them to operates their
business in effective manner.

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