Sales Management Strategies and Analysis for Hospitality Sector

This report provides a comprehensive analysis of sales management principles and practices, using Marriott Hotels as a case study within the hospitality sector. The report begins with an introduction to sales management, outlining its importance and key components such as sales planning and r...Read More

SALES
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Important principles of sales management along with importance, planning and reporting
methods...................................................................................................................................3
TASK 2............................................................................................................................................4
P2 Importance of sales structure of any organisation in hospitality sector............................4
P3 Sales-oriented staff............................................................................................................6
P4 Uses of various channels for sales distribution.................................................................6
TASK 3............................................................................................................................................7
P5 Key techniques and principles for successful selling and building relationships with guest 7
TASK 4............................................................................................................................................8
P6 Necessity for development of sales strategy and incorporating account management in
sales structure.........................................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Sales management could be described as a procedure which any organization follows in
order to maintain its sales related employs, different operations, functions and all the activities
which are related to sales. It also includes all the techniques which are executed in order to
achieve the sales target in given time period (Tien, 2020). It is also important for Manager to
look into this factor in order to boost their sales as well as profitability level from the business
products and its services which are distributed by organisation. In context of this report, analysis
of Marriott which is a hotel chain in hospitality sector is conducted. It has it headquarter in
Bethesda, United States. It is an American international brand in hospitality industry which
manages a number of hotel chains. It was founded in 1927 by J.Willards at Marriott in the year
1927. In this report all the different philosophies of sales management and the benefits provided
by sales structure to an organisation are discussed. There are also various techniques in order to
maintain selling of services discussed in this report. Various ways to maintain relationship with
guest in hospitality sector are also mentioned in this report.
TASK 1
P1 Important principles of sales management along with importance, planning and reporting
methods
Management of sales in an organisation can be described as a process in which a business is
focused on training its sales professionals in order to make them good as it for a business and
achieve all the objectives of business. In context of Marriot, it is the duty of sales manager to
emphasise on trial balance development of its sales personal in order to boost up profitability as
well as revenues or business. Sales management includes a number of important factors which
are mentioned below:
Sale Planning: A process in which an organisation is setting all its goals and targets which are
related to sales through forecasting its sales in future period is said to be sales planning. In
context of Marriott hotels, it is the duty of manager to emphasise on sales planning and establish
an achievable target for the employs. Setting up a target guides employee towards the goals of
organisation. It provides a path which they need to follow in coming time.
Recruitment of staff: in this human resource manager helps in acquisition and recruitment of
skilled workforce who are suitable for the functioning of a business. They are recruited as per the

job requirements for different profiles. In context of Marriot hotels, it is the duty of supervisors
to emphasise on recruiting well trained and highly skilled employees for the organisation. They
also look forward to filling up any vacant positions due to resigning of any employee in the
organisation (Anh, 2020).
Sales reporting: A sales report is maintained in order to judge performances of various
employees in an organisation. With the help of this report managers required to take effective
decisions and actions so that the performance of employs could be enhanced. In Marriot hotels it
is the duty of executives and higher authorities to identify performance of its sales personnel’s. It
helps in enhancing skills and also focuses on training and development of sales team.
Significance of sales management
 Taking the help of sales management, a business can easily launch or introduce
innovative services in the market. In Marriot hotels manager focuses on providing new as
well as unique services in order to satisfy their guest. This is very helpful for an
organisation in order to gain customer satisfaction and maintain good relations with their
customers.
 With the help of sales management, managers can easily handle all the cost which are
related to sales and cut down any extra cost or expenses which are not necessary for the
business. In Marriot hotels managers take extra efforts to cut down any expenses which
are not fruitful for the organization and not benefiting it in any way.
 As the gross domestic product of country is increasing revenues of company can also be
increased in this situation. In this crucial time period managers of Marriot hotel are
paying extra efforts to gain from this economic factor and increase their revenues as well
as profitability
TASK 2
P2 Importance of sales structure of any organisation in hospitality sector
The managers of Marriot hotel are focusing on correctly applying horizontal structure of
sales in their organisation. This structure of sales offers a number of opportunities to employees
in an organisation to take various decisions related to sales which can prove to be beneficial for
the firm. Along with this organisation is taking major steps to increase its future profits. Human

resource managers play an important role through training and recruiting employees who can add
to objectives and goals of a phone (Kim and Jeon, 2019). These functions are mentioned below:
Recruitment: It is the duty of a supervisor human resource manager aware of the requirements
in an employee. The human resource manager then focuses on all the required skills for the job
for which an employee is to be recruited. They crucially look for those candidates who can
perform their jobs in the best possible manner. The purpose of organization is to make sure that
they have highly skilled in employees who provide maximum satisfaction to their customers and
helps in increasing revenues as well as profitability of the business.
Training and Development: Training and development plays an important role in any
organisation. There are various training sessions conducted in an organisation in order to
enhance the skills in the employs and often make them aware about any new technologies or
innovations brought in business. In context of Marriot hotels, major purpose of manager is to
provide the employs with required skills so that they can work towards objectives and goals of
the business. It is often assumed that skilled and trained employees are more productive for a
business organisation. Highly trained employees are of great benefit to an organisation as they
provide competitive advantage to a business in the industry. Marriot hotels provide different
facilities to their employs in order to boost their morale and motivate them (Kis and et. al., 2019)
. They provide their employees with health facilities, insurance facilities as well as various
perquisites so that they can align their individual objectives to objectives of the business.
Various advantages of sales structure:
 A sales structure discusses all the responsibilities and duties of employees for the task
and functions they need to perform in the business. In Marriot hotels with the help of a
sale structure employees are given targets which they need to achieve in already
mentioned time period.
 Sales structure of an organisation also helps in analysing the performance of employees
in an organisation. In Marriot hotels, managers used to measure the performance level of
employs with the help of increase in their productivity and sales target achievement by
them.
 Major benefit of having a sales structure in an organisation is that along with increasing
skills, training, experiences and knowledge of employs it helps in attaining business
targets in a given period of time.

P3 Sales-oriented staff
Sales personnel who are dedicated towards their work and contribute in increasing
revenues and profitability of firm are important for every organisation. It becomes
responsibilities of top-level management to recruit such a manager who can efficiently manage
team and help in accelerating profits of a business (Jiang, and Gu, 2016). Sales oriented staff
help in attracting customers as well as generating loyalty in customers towards the organisation.
It is also required by manger to list down all the responsibilities and roles of employee to be
appointed. From those roles all the required skills in a candidate are derived. In context of
Marriott Hotels, company needs such staff who have excellent communication skills and can
efficiently convey the messages regarding services provided to customers. Major details are
regarding accommodation and lodging. It brings more business to organisation as customer avail
more services when they are satisfied. Business also takes care of its staff and provide them with
regular training for enhancing their skills. They keep motivating their employees from time to
time. They also provide them with extra incentives and rewards in order to keep them motivated
and increase profitability.
Benefits of having work force which is sales oriented
 Sales oriented staff in an organisation helps it to increase its performance level
appropriately. It helps the organisation to increase its revenue which ultimately results in
increasing profits for business in a given time period.
 Sales oriented staff focus on generating sales lead foe an organisation. Firm can use those
lead in order to generate future contracts (Wang and et. al., 2019). It is very beneficial for
an organisation.
 The quality of services which sales-oriented staff provides is also very good. This helps
in building customer loyalty. This helps company to gain similar customers or guests
again and again. Positive word of mouth is also spread in the market about organisation.
Sales oriented staff have a direct affect on brand image of the firm in market as well.
P4 Uses of various channels for sales distribution
It is the duty of a manager to choose between sales distribution channel available in market
in order to increase their sales as well as profitability in coming time (Johnson, 2016). When
taking Marriott hotels into consideration company have adopted four kinds of sales distribution
channels. These are mentioned below:

Manufacturer: A very important role is played by the distribution channel in hospitality
industry as well. Various products used by this industry are produced by manufacturer who then
delivers it to the wholesalers who are further responsible to forward it to retailers from whom the
final consumer buy those products or services. In this distribution channel products are
purchased directly from the manufacturer itself. In context of Marriott company uses this channel
when they need to buy products in bulk (Hwang and et. al., 2020). Products like napkins, tissues,
furniture etc are bought by them directly from manufacturer itself.
Wholesaler: This distribution channel is used by company when they do not have direct access
to manufacturer. Wholesalers are stockist who have products in bulk quality. Company delivers
this through advanced technology and also offer various new products through this distribution
channel.
Retailer: The mangers as well as supervisors of Marriott hotels have adopted various range of
promotional tools, techniques such as sales promotion, publicity, advertising and so on. This is
done so that huge number of customers can be attracted towards product and services. They
make sure that every change in trend is effectively handled by them so that customers keep
experiencing new products based on various trends. This also help organisation to retain
customers for longer period of time. This is very helpful in building brand image of firm. It
often influences new customer to try their services as well.
Online: It is duty of a manager to be aware of all the new technologies and innovations which
are being introduced in market. Companies often use social media platforms and various other
online networks in order to attract and reach out to customers. There are a number of market
segmentation strategies which help in adoption of latest technologies such as benefits from
lifestyle, trip planning etc. Along with this this kind of interactive marketing also helps to
improve satisfaction level of consumers by providing them various services conveniently
(Badrinarayanan, Ramachandran and Madhavaram, 2019).
TASK 3
P5 Key techniques and principles for successful selling and building relationships with guest
There are many methods as well as techniques that are helping Marriott hotels in
successful selling as well as maintaining good relationship with customers which are explained
below:

Efficient and active: Every organisation is working on ways to provide its customer with
efficient services in order to become successful in hospitality sector. In reference of Marriott
group of hotels, company focuses on the relationship it maintains with its customers in order to
sustain for longer period in market.
Huge range of customers: Businesses in hospitality sector are required to attain competent
enough staff so that they can provide their customers with all the services required by them.
Organisation usually faces problems in providing customers with varied innovative services as
well as products. This helps in attracting customers as well. In context of Marriott hotels,
manager emphasise on providing services to customers which are innovative and new in market.
That no other competitors of it can provide.
Transaction plus retailing: It is the major aim of businesses to gain leading position in the
competitive market by providing the customers with good services. When taking Marriott into
consideration company also focuses on building brand image.
STRATEGY: In order to provide high quality services and optimum satisfaction to their
consumers the manager or Marriott make sure that they prepare an appropriate strategy. With the
help of this they also create good and worthy relationships with the customers by provided them
all the services which are required by them. It helps company to attain a leading position in
competitive market and earn profits (GHASEMI and Asgarshamsi, 2019)
TASK 4
P6 Necessity for development of sales strategy and incorporating account management in sales
structure
It is an important role for marketing supervisor to maintain and build a good strategy for
sales in order to achieve all its objectives and increase its sales. In order to make the experience
of guests worthwhile it is required by service providers to assess their needs carefully and then
fulfil them. Various strategies are also used by businesses in order to provide high yield as well
as profits to business in near future . In context to this, managers at Marriott hotels develop
various effective strategies for increasing their sales in the coming period which will be further
discussed in this report:
Perfect Sales Pitch: It is important for a manager in marketing to make sure that all the
employees are motivated enough in order to reach the goals and objectives of the organisation.

When considering Marriot hotels, manager is confidently offering accommodation as well as
lodging to their customers through employees who make sure that customers are satisfied.
Aligned sales as well as Marketing: It is the duty of a business firm to pay its major focus on
bringing marketing as well as sales in the same line. Aligning both of them is very important for
a manager. It is the major role and responsibility which is followed by a manager in order to
provide services to its guest. After focusing on needs of consumer this is the major focus every
manager in hospitality industry is required to pay (Du, Gao and Zhang, 2019).
Be Flexible: In today’s scenario it can be seen that life style and taste of customers are changing
frequently. This makes it as a shield for and manager to look after these changing styles in order
to satisfy all the needs as well as requirements of the customers. There are also various issues
faced by a manager while adopting this new needs and requirements. In context of Marriot
hotels, manager is focusing on sales strategy in order to increase its revenue in future.
Analysing the needs of customer: every manager while making a sales strategy, is required to
make effective steps in order to fulfil all the required needs of a customer. In Context of Marriot
hotels, management team pays more and faces on each and every identified as well as an
identified need of customer. This also helps the firm to gain a competitive advantage over all
its rivalry firms in the industry.
Seasonal Pricing: It is an effective strategy which many marketing managers adopt in order to
increase their sales. They pay more attention in this season of holidays when they can attract
more customers towards their services. In this Marriot hotel imposes price based on occasion and
seasons. Various schemes and offers are provided to consumers in these times of holidays so that
they can be attracted towards the organisation. Various strategies are also adopted in order to
tackle with different demands of consumers (Lancaster and Massingham, 2017).
Through the above discussion it can be concluded that sales strategy in Marriot hotel pays
more and faces on seasonal pricing in order to boost up their sales in the coming time.It also
helps in increasing loyalty of customers to words the organisation and sustaining in the industry
for a longer period of time. Along with this company also gains major market share competing
perfectly in the industry

CONCLUSION
With teh help of above report it can be concluded that one of important role in an
organisationis played by sales amnagement. It makes an organization capable of achieving all the
goals and missions set up in the business strategy in a given time period. How does sales
management helps in coordinating with all the salesperson is also discussed in the report above.
Training and development of sales personnel is also mentioned in the report. Various sales
structure which enhances the sales for an organisation is also mentioned in this report. Major aim
of Marriott hotels is gaining competitive advantage and attaining good position in the industry. It
aims at achieving brand image along with good name and fame for the company. These days
there are a number of different services which are effectively provided by hospitality sector
including accommodation, restaurants, spa, recreational activities, gymnasium and so on. All
these help hospitality sector to fulfil all the needs and bring utmost satisfaction to customer.
There previous steps taken by this organisation to achieve loyalty and gain large customer base
in order to sustain in the industry for longer time period. From the report it can be concluded that
the managers of Marriott hotel ‘s aim at providing customer satisfaction, gaining employs
satisfaction at work place, Achieving its sales target and increasing profitability of business
through it.

REFERENCES
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dynamic managerial capabilities: focusing on sales managers as effective resource
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Hwang, I. and et. al., 2020. Asymmetric Inventory Management and the Direction of Sales
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