HNHM332 Sales Management Report: Sales Strategies for The Ledbury

This report provides a comprehensive analysis of sales management principles and their application within the context of The Ledbury restaurant, a hospitality business. It begins by defining sales management and its key principles, including sales planning, methods of selling, and sales reporting. The report then evaluates different sales structures, such as geography-based, product-based, and market-based structures, assessing their benefits and organizational implications. It also examines the importance of sales-oriented staff in the hospitality industry, emphasizing their role in reflecting customer value, adding value to the sales process, and refining sales strategies. Furthermore, the report assesses the use of different sales distribution channels and evaluates the application of successful selling principles and techniques. Finally, it explores the importance of developing sales strategies for achieving high profitability, analyzing core financial principles and portfolio management. The report aims to provide insights into effective sales management practices and their impact on business performance within the hospitality sector.

Sales management

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
TASK 1............................................................................................................................................1
P1) Explain the key principles as sales in relation to sales planning, methods of selling and
sales reporting.............................................................................................................................1
M1) Evaluation of principles of sales management that varies in response to consumer and
business buying behaviour..........................................................................................................3
TASK 2............................................................................................................................................3
P2) evaluate benefits of sales structures and how they are organised.........................................3
P3) Examine the importance of sales oriented staff in hospitality industry................................4
P4) Asses the use of different sales distribution channel............................................................5
M2) Critically evaluate the implementation of different types of sales structure.......................6
TASK 3............................................................................................................................................7
P5) analysis of key principles and techniques for successful selling and contribution in
building guest relationship..........................................................................................................7
M3) Critically evaluate the application of successful selling principle and techniques.............9
TASK 4............................................................................................................................................9
P6) importance of developing sales strategies for highest profitability......................................9
M4) Evaluate how core financial principles and successful portfolio management lead to high
profitability................................................................................................................................10
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Sale management has been considered as the effective procedure in order to developing
and coordinating sales operations while executing sales techniques through company is able to
achieve its sales target. This has been perform in organisation of any size in order to boosting
sales performance so that constant growth and success can be induced with the optimum
utilisation of this company and its staff is able to undertake better understanding of results,
predict future performance and formulate strategies for the better controlling. Sale management
is undertaken as one of the segment of marketing mix as this is associated with the product
merchandise, sales promotions activities, distribution and controlling of sales personnel in order
top attained sales objective in systematic manner (Rapp and Beeler, 2021). It is one of the
crucial function of business that is important for the success and longer sustainability at market
place. It is the constant procedure and a systematic approach hat has been focusing on building
and maintaining customers relation so that sales will be induced inn effective manner. The
significant long term goals is consist of the wide range that tend to encouraged sales volume and
provides support in growth and higher profitability. This report is based on The Ledbury which is
a small hospitality business restaurant in London and it is specialise in selling chef Brett
Graham's innovative cooking which has been paired with fine wines in effective and modern
setting ambience. Below report is consist of analysis and understanding of sales management,
importance of sales structure along with sales oriented staff. Moreover it includes evaluation of
sales principles in successfull selling and understanding of finance of selling.
MAIN BODY
TASK 1
P1) Explain the key principles as sales in relation to sales planning, methods of selling and sales
reporting.
Sales management is describe as the procedure that is concern with execution of
technology and prominent usage of sales method so that so that sales in company can be
managed in effective manner (Vieira and Claro, 2021). This is important for the company and
for its smooth functioning at market place as it provide support in to improve net sales with help
of better products and services through which higher profit and income get accomplished. Sales
management is essential for the Ledbury restaurant as to get access and enhance competition
1

with the optimum utilisation of sales techniques and methods of distribution with that company
certain benefits od increased income. some of the sales principles are discussed below while
considering sales planning:
To be goal oriented: This is the principle of sale management which is associated with
the setting gaols and also provide assistance in setting goals for individual sales person. In
Ledbury restaurant, sales manger has been formulated objectives and targets for team and
employees along with this, also provides direction and help them with support of
telecommunication (McGowan, 2021). Moreover manager in this, identify desire targets and
make them align with company' objectives. For this company has been take support of sales
planning in order to accomplish higher income and profitability.
Manage people individually: In order to induce effective management, manager need to
manage and monitor employees individually so that improvements can be done in effective
manner. This is essential for the Ledbury restaurant as this provides significant improvise in
working environment that will support in attain desirable results (Agnihotri, 2021). Therefore,
managing people at individual grounds help in to improve efficiency of employee in their
working with adequate sales of products an services. Through this, company will attain higher
profitability and income.
Methods of selling and sales reporting:
Sales reporting: This is the method of selling in which, this provides an overview and
current states of selling activities in company. It has been associated with the different trends that
arises in sales volume of the company within the stipulate period of time. With the perspective of
Ledbury restaurant, manager need to find current and new trend so that policies and actions can
be determine on the basis of trends.
Consultative selling: This method is associated with the communication between
customers and sales person(Safkaur, 2021). It is concerns with the strategic questioning
capabilities and skills through which customers get involves and solve their queries effectively.
In the Ledbury restaurant, this has been used by manager in order to get accurate feedbacks from
customers about products and services.
2

M1) Evaluation of principles of sales management that varies in response to consumer and
business buying behaviour.
There are several key principles of sales management that provides support in the smooth
running of business and its operations. With the perspective of principles that are being executed
in company that are useful in accomplishing sales targets and objectives in systematic
manner(Peesker and et.al, 2021). In addition to this, sales management is consist of three
significant aspects which are important for the effective sales procedure that includes sales
research, sales strategy and sales operations. Moreover, sales team has make effective utilization
of these aspects which provides support in to influenced buying decision making of customers
and useful in operations and preparations
TASK 2
P2) evaluate benefits of sales structures and how they are organised.
Sales structure is refers to the segmentation of sales staff which has been done on the
basis of skills, interest and abilities so that better outcomes can be attain. When employees do not
perform with their full potential and not contributing effectively in obtaining goals. Due to this
compan6y's profitability and performance get affected negatively. For this company need make
certain policies and strategies through which selling staff perform well and attain desirable
results and to make structure more flexible and effective. In regard to this, there are various types
of structure that has been divided on the basis of nature of company and some of them are
discussed below:
Geography based structure: This structure has been used by various organisation as it leads to
better productivity and higher profitability. In this sales of the company is based on the
geographical area in which sale person has conduct research in limited geographical area and on
the basis of research result, strategies and approaches are formulated which provides support in
to influencing customers base of particular location(Jain and Tan, 2021) . With the effective use
of this, the Ledbury restaurant will ensures that needs and requirements of local customers of
different outlets can be fulfilled in a effective manner as per their preference in taste and cousins.
Product based structure: This structure is used by the company when a company is
selling several different products and services then this structure will help inn to aligned with
products and services. With the use of this structure the Ledbury restaurant has been using this
3

and made as pre the cousins and type of foods they offers to the customers. With the help of this
company will able promote restaurants in various innovative ways and attract potential
customers base. Moreover, with effective utilisation of this, it is become easy for the company to
develop positive reputation and image at market place.
Market based structure: This is also describe as the customers base structure that has
been based on the number of customers present at market place. As per this structure customers
are having various demands and requirements which need to be satisfy in order to build and
maintain positive reputation at market place(Oakley and et.al, 2021). This structure is associated
with communication on constant basis with sales team as to confirm that all the customers and
clients and customers are getting same type of products and services along with quality. With
this, Ledbury restaurants has gone through some issues and obstacles as this us difficult to follow
in effective manner but along with this, it also provides ability to encouraged customers
satisfaction.
P3) Examine the importance of sales oriented staff in hospitality industry.
Sales oriented approach used in business which has been streamline sales team with
marketing promotion of products with support of marker research which help in to carter the
requirements of customers(Lyngdoh and et.al, 2021). Sales oriented staff has been concerned
with effective selling of products and services while talking customers needs and requirement in
account. Along with this, there are several significant of sales oriented staff on various aspects of
company and some of them are discussed below:
Reflect customers value: When company is consist of sales oriented staff then they have
been reflecting customers value to company through identifying the need of customer so that
they can be fulfilled in effective manner(Daghighi Asli and et.al, 2021). Sales oriented staff has
been providing support to company in to gte rapid growth through acquiring potential customers,
developing existing customers and retaining profitable customers so that sales can be increased
in effective manner.
Add value in sales process: Company with the sales oriented staff have the opportunity
to add value for the customer which is essential in order retain customers for longer period of
time. The sales process has been integrated with the steps which offers beneficial information
and guidance to customers so that they can make appropriate purchase decision for their need.
With this, it need to be ensures that buying decision should be in favourable terms for company.
4

Here the Ledbury restaurant ensures that customer are being offered with right information and
guidance that can add value to guest.
Refine strategy and goals: Sales department in company is having their own specific
goals and objectives for the sales along with customers attraction and retention targets which
help in to profit maximization of company(Jang and Chung, 2021). Sales oriented staff is
associated with collection and gathering of local information and knowledge that will be help in
to formulate strategies from which opportunity will be obtained which area prevailing in market
place. Along with this, they have been ensures that strategies should be aligned with common
goal and objectives of company. Moreover, strategies should be realistic and achievable so that
both time and money can be consumed in effective manner.
Cultivate high performing sales team: Sales oriented staff has been processed with high
performing sales team which has been add value to sales process through which effective sales
targets get achieved in effective manner. Moreover, this is done through capable sales manager
which provides proper training and act as coach to sales staff through which their performance
and productivity get enhanced. The sales oriented is the one which has been performing well and
encouraged team mated to perform with their full potential so that company get growth and
longer sustainability at market place.
P4) Asses the use of different sales distribution channel.
A distribution channel is define as the chain of business and intermediaries which is
being used by the company in order to transfer good and services to end users. It is is refers to
the path through which all commodities and services have to be travel so that they can reach to
intended customers. This can be also describe as the mode of payment that is made by final user
to original seller(Lussier and et.al, 2021). This has been provides support in to increase number
of ways through which products and services reach to its final users through which sales also get
enhanced and has significant impact over the profitability of company. Distribution channel of
company can be long or short depend upon the number of mediator needed by products and
services. It provides various benefits but along with this, it is also complex which has direct
impact over effectiveness of distribution management. Some of the distribution has been
explained below:
Direct channel: This is refers to the distribution channel in which all the intermediaries
has been eliminated from the process of distribution of products and services. This reflects that
5

there will be no third party which has been products and services of company. This provides
various benefits to the company as in this company is not need to divides it revenue with third
party or intermediator(Helms, 2021). Along with this, I has been provides support by offering
financial flexibility to set lower prices through which customers get attract and gain strong
competitive advantage.
Indirect channel: This is the distribution channel in which it includes middle man or
intermediary in order to sell products and services to end users. With this company get greater
reach to customer due to which company's sales get increased. In this original seller and
customers are not having direct interaction as in this,middle man is involving to sell products and
services. This is also classified in to three types:
one level channel: This channel has been includes producer to retailer and to customers,
means company sell products through retailers. This has been fit best for products like clothes,
shoes or furniture etc.
Two level channel: It is associated with producers to wholesaler to retailer and to final
customers. In means that there are three intermediaries wholesaler and retailers and then they
sell it to final customers.
Three level channel: This is consist of three middleman agent, wholesaler and retailer.
Which sell product to final customers.
From the above discussion of distribution channel it has been measured that Ledbury
company is using direct channel to sell it products and services to final users. This is an
restaurants with outlet in London, UK in which its has been pursuing direct selling to customers
at it restaurants only(Weber and Haseki, 2021). Wit the support and optimum utilisation of this
Ledbury restaurant is able to effectively control its distribution cost and still get access to its
customers through which it has attain a optimum level of profitability. But along with this, it is
also rigid in nature as this restrict company to expand it sales and in reach of products and
services that have direct impact over company's profitability.
M2) Critically evaluate the implementation of different types of sales structure.
According to the above discussion it has been measured that sales structure is essential
for the company through which sales get enhanced. This is executed within organisation and
provides support in to targeting customers as per the predetermine structure which save quality
time and reduce cost. In regard to Ledbury company, this has been using geographical structure
6

that help restaurant in to target customers which are near to the restaurant location. With help of
this strategy or approach are formulated that has been used to influence customer's buying
decision which are near to restaurant location so that a strong customer base can be
develop(Agnihotri and Zhang, 2021). Ledbury has initiated to conduct a research in area of outlet
and then offer products and services as per the taste and preference of customers. With help of
this, sales will be increased in effectively and efficiently.
TASK 3
P5) analysis of key principles and techniques for successful selling and contribution in building
guest relationship
Principles are describe as the norms, values and rules which are develop or created within
organisation so that desirable outcomes can be get for teams and individual and with effective
usage of this company ensures the prominent actions that are taken to accomplish targets. Key
principles are essential for company through which objectives and policies are developed. The
prominent principles of selling are discussed below:
principles for selling
Selling is all about relationship: For effective sale within an organisation, it is necessary
to build and maintain good relationship with customers. As a positive and healthy relationship
influences customer towards particular brand, products or services(Krylov, 2021). It has been
evaluated that in market there is tough competition in which to attract and retain customers, it is
important for the company maintain good relationship with customers so that loyal customer
base can be develop. In regards to Ledbury restaurant, for developing and maintain a positive
relationship with clients, it has been represent prominent interest of customers with attaining
their trust in effective manner that is with help of their values. This has been provides their best
services with great food and beverages within given time period this will provides support in
developing relationship with clients.
The sales is not about product but their problem: It is important for the organisation to
keep customers as firts priority while summarizing value for goods and services. A company
should prioritize customer's need and requirement while presenting products and services as this
has been stand as a solution for customer's particular problem(Atmaja and Anandita, 2021). For
7

every organisation sales is above enhancing profitability and image at market place with support
of products and services. In this ledbury restaurant has been considering the demand of customer
along with reason behind that which can be anything, it can be price, effective services, quality
and taste of food or may be the location or interior of restaurant. With support of this company
will influence the buying decision-making of customers while undertaking prominent points
which are based on features and benefits for selling their products and services.
Price and value go hand in hand: Price is define as the value of the products which
being offer by the company to customers and also represent that what a company can offer to its
potential customers. products offer by the different company at market place will develop a
competition which will not impact the features of the commodities but creates changes in price.
When customer thinks that product is expensive then its means company have not make value
for its offering(Yin and et.al, 2021). Moreover, Ledbury restaurant has created its value through
providing memorable experience through great atmosphere in affordable prices.
techniques used in selling
Focus on right leads: In order to better success rates, larger average deals and higher
customers base and longer sustainability, it is important for the company to ficus on the right
leads. This has been considerer the understanding of which lead and what makes it right for the
company through which company can obtain, desirable results(Tan, Chandukala and Reddy,
2021). This has been initiated with knowing targeting customers along with their needs and
requirements. Furthermore its is associated with aligning offering of company with the
customer's requirements so that they can get optimum level of satisfaction. In context to Ledbury
restaurant they have been conducting a survey through which it collect information about local
customer's demand, in which they have been providing food from unique way of cooking.
Make the customer hero: Customers is refers to an individual which has been buying
products from business. Every company is working and making efforts to sell their offering and
maximize profits through attracting customers and influence them to buy. In this customer is
being consider as important aspect which is essential for the success and growth of company. In
this responsibility of company is to provides better services and products so that it can attain
success and longer sustainability.
8

M3) Critically evaluate the application of successful selling principle and techniques.
As per the above evaluation it is measured that there are several selling principles and
techniques which is used within organisation that provides support in to encourage sales and
growth of the company(Shiue, and et.al, 2021). In addition to this, the Ledbury restaurant is
being utilizing effective strategy through which company has been improving its sales and
building a strong competive advantage which is essential for the high customer base and longer
sustainability. With support of this company has been ensuring Strong customer relationship
which is important for greater sales and add value to the restaurant. Moreover, it provides
direction and guidance in understand customers need and make them priority through which
restaurant will ensures growth and longer sustainability.
TASK 4
P6) importance of developing sales strategies for highest profitability
The Ledbury restaurant has emerging in markets for targets customers and provides them
food , drink and fun nights across UK along with its unique way of cooking food which is one of
the competitive advantage for restaurant and also creates fun and positive environment. For this,
a company need to make sales strategy and implement the within organisation in order to
provides better quality and services to customers. There are various importance of sales strategy
which are explained below:
Enhance sales and profitability: This is one of the most basic advantage of sales strategy is to
improve and maintain greater sales and profitability within organisation and in specified period
of time. This has been associated with the several factors such as, reducing cost and expenses
and proper financial planning which has been done through setting targets for the sales and
profit. In regards to the Ledbury restaurant has been using adequate strategy which involves
proper allocation of resources along with promotion with right mode so that sales and
profitability get enhanced in systematic manner.
Understand target customers: With the help of sales strategy company is able to understand its
target customers so that distribution of products and services can be done in effective manner
through which sales get enhanced in effective manner. This is useful for Ledbury restaurant, as
9