Sales Planning and Operation: Marketing Strategy and Sales Teams

This report delves into the intricacies of sales planning and operations, highlighting their critical role in achieving marketing objectives. It begins by examining how personal selling supports the promotion mix, emphasizing the importance of understanding buyer behavior and decision-making processes in various scenarios. The analysis extends to the vital role of sales teams within a marketing strategy, emphasizing their function in fostering customer relationships and providing market insights. Furthermore, the report explores sales strategy formulation in alignment with corporate objectives, the significance of recruitment and selection procedures, and the impact of motivation, remuneration, and training on sales management. It also covers sales management's control over sales activity and output, the use of databases in sales management, and the application of sales plans within the context of M&S. Finally, it considers opportunities for international selling and the use of exhibitions and trade fairs. The report emphasizes the interconnectedness of these elements in driving sales success.

SALES PLANNING AND
OPERATION

Table of Contents
INTRODUCTION...............................................................................................................3
TASK.1................................................................................................................................4
1.1 How personal selling supports the promotion mix:...................................................4
1.3 Analyse the role of sales teams within marketing strategy:.......................................5
TASK 3................................................................................................................................9
3.1 Sales strategies formulation in respect of corporate objectives.................................9
3.2Importance of recruitment and selection procedure.................................................10
3.3Role of motivation, remuneration and training in sales management......................11
3.4 Sales management control sales activity and output................................................11
3.5 Use of database in sales management ....................................................................12
4.1 Sales plan in context of M&S .................................................................................12
4.2 Opportunities for selling internationally ................................................................13
4.3 Opportunities by using exhibitions and trade fairs..................................................13
CONCLUSION:.................................................................................................................14

INTRODUCTION
In the previous time, sales planning were the prerequisite for creating marketing actions
effective and efficient. Now, sales planning are done due to the increase in the sales
volume in the organizations’ products or services. Sales planning requires adequate
promotional activities to entertain so that the sales target can be attained in most effective
way. Promotional tools or activities are the driving force of selling a product or service.
There is a huge difficulty for the marketing managers or key sales planning officers to
enhance sales of the products or services. But this challenges can overcome by effective
and efficient sales planning and promotion. Sale planning and operational management
are done in the organization to improve and enhance the promotional tools and activities
for getting the sales target. For getting the more profits in the firm, SP and promotions
are the first condition. This is the reason by which most of the big organizations are
concerned about such sales planning and promotional activities (Peter, and
Donnelly,2011).

TASK.1
1.1 How personal selling supports the promotion mix:
Personal selling is the verbal message with the potential customer of a product with a
perception of making sale. At initial level, personal training concentrates on making a
liaison with the potential buyer, but ultimately the main target is to make sale
(Tuomikangas, and Kaipia, 2014). This is also very necessary to know the perception of
the buyer before going for personal selling without knowing the requirements and desire
of a buyer where you can able to sale the product. In personal sales, sales representative
get to know the potential buyer where they can sell their products. by having this kind of
experience, they become familiar with the market buyer behavior. As, sales
representatives will offer and provide the products or services according to wants and
desire of the potential buyer (Oliva, and Watson, 2014)
There are basically two way of communication. Personal and impersonal. These are
further classified into paid personal communication, paid impersonal communication,
unpaid personal communication, unpaid impersonal communication.
In unpaid impersonal communication there is:
 Publicity: it is the key part in promotion which offer some kind of positive and
negative feedback as per activities done by the company. It has been analysed
that publicity is more efficient than advertisement. Although, company avoids ay
kind of negative publicity so that a bad image among the audience can not be
created. It is non personal communication, which is in the sort of a news story
that is transmitted via mass media. As the company need not to pay any fees for
such sort of activities. Because, this is a kind of free advertisement about the
product or services (N and Fan, 2011).
In unpaid personal communication:
Word of mouth communication: tit is a kind of communication which pertains to unpaid
personal communication. It is commonly the reference to transfer the massage orally by
physical spoken communication.
To integrate all the personal selling efforts into the entire promotional plan, there is a
strong need to evaluate the nature of this tool.
Promotional mix is the base model in marketing. The marketing mix has definite series of
marketing methods that the organization uses to attain the marketing objectives or goals.
In the marketplace. Therefore, marketing /promotional mix had a four set of principles
which names are: product, price, promotion and place. Which were gradually increased to
seven marketing mix principles. These are now are product, price, place, promotion,
process, people, physical environment.
Promotional mix stands for the four stuff such as personal selling, sales promotion, public
relation and advertisement. Among these four things keep up promotion mix at a big
extent. Many of the cases banks, financial institutions and few manufacturing
associations are more concerned about promotional mix. There is a specified manner by
which promotional mix is being assisted by personal selling via personal interaction, two
way communication, better response, relationship, better convincing etc.

1.2 Compare buyer behavior and the decision making process in different circumstances:
Consumer behavior means consumer attitude on the subject of buying the
products and services. Different organizations have different approach for evaluating
buyer behavior. If the attitude of the buyer is positive regarding products or services then,
their behavior is considered for decision making process in the organization
(Tuomikangas, and Kaipia, 2014).
Organization needs to approach targeted customers like, companies are from cosmetic
sector focus the customers who feels the need of the cosmetic products or services more
particularly the women buyers as they are demanding since many years. On the other
hands, companies are from education sector concentrates on the customers who are
mainly students. Sales representative arrange time to meet the targeted customers and
tries to convince them in a most effective way for their products or service selling. These
two behaviors of consumers shape two sectors in different manner. Consumer behavior
is required to assess for the marketing managers to form a marketing decisions. It tells the
marketing managers that consumers go through various processes in every purchase.
Although, in most essential purchase, consumers usually skip such processes for
purchasing. Like- an individual purchase a burger to satiate his hunger and for that he
does not go through many processes. He will simply go to the shop and buy burger
instead of doing information search and evaluation search.
As the purchase process comes with need identification. At this process, the buyer know
the need and respond according to their need. If the need of the customer is strong then
there is a requirement of taking decision for purchase of the product or service which is
closely associated to the need. If the need is not strong then the process of information
search starts (Eldredge, et al. 2016).
1.3 Analyse the role of sales teams within marketing strategy:
Marketing strategy have emerged at different stages since its innovation. As it has been
found that the sales team are contributing significant roles in sales and promotional
activities to achieve the marketing goals and objectives.
Sales team of the every company usually plays functions to structure a strong consumer
relationship at different manner such as conduct a positive attitudes, personality and
manner. So that the company can create a good network and strong relationship with the
retailers who can create huge orders in the favour of the company. Sales team also play
functions of providing information to the organization about the retailers and the
consumers. Afterwards, such information is being forwarded to the management team for
taking further decisions so that strong marketing strategy can be formulated to the
organization (McNeill 2013).
TASK.2

TASK 3
3.1 Sales strategies formulation in respect of corporate objectives
In a corporate world strategy formulation is must for the development of an
organization. So, they can survive in the market for long run term. All the strategy are
formulated according on the basis of competitors. M&S have to maintain such type of
strategy which helps them in achieving their target effectively and efficiently(Eldredge

2016). Also, they have to allocate resources so, they can get maximum return from that.
A main objective of a business is profit and they can only attain profit with the help of
customer satisfaction. So, consumer satisfaction helps them in increasing of sales. So,
they have to maintain such sales strategies from which they can increase their sales
(Nazar and Saleem, 2011).
Sales are the basic goal for any organization. So, for achieving target objective
there are two types of strategy on which a firm can work: direct sales strategy and
indirect sales strategy.
Direct sales strategy: In this type of strategy, sales promoters directly influence
their consumers by comparing their product to their competitors product. They compare
their features, quality and price and also many factors with their competitors brand.
Indirect sales strategy:In this point, sale person they are comparing their product
with others without using any of competitors name. It made a positive impact over on
their target customer. They use different analysis in this concern but also take care about
that not use the name of their any of competitor.
Hence, both of the strategy have common objective in respect of corporate. They
both are helpful in development of M&S. These both strategy helps a firm in attaining
their goals.
3.2Importance of recruitment and selection procedure
Every organization needs some skills workers for them which helps them in attain
their goals and objectives. M&S have to adopt a ethical selection and recruitment
procedure so that they can hire a effective workers. A human resource manager of an
organization helps them to select effective employees for a firm. Recruitment process
helps an organization to select appropriate candidate for an organization so, that it
reduces the unnecessary cost spent on selection. Following are some points which shows
the importance of selection and recruitment process (Wierenga and Soethoudt, 2010).
Reduce number of applicants: At the time of recruitment many candidates apply
for the job so, it made the work of HR difficult. But selection process helps them in
selecting appropriate candidates. Candidates who apply for the job are screened at
selection stage. And those who prove them suitable for job and made a positive impact
got selected and others got rejected. So, this process helps in reducing the number of
applicants (Cummins and Mullin, 2010).
Check ability by personal interview: It is a type of risk and sometimes it is
treated as speculation. Because employer is not able to monitor the internal feelings and
ability of candidate. And they can not be so sure that the candidate is suitable or not. So,
it is another important factor because personal interview helps them to check the ability
of candidate (McNeill, 2013)
With the help of selection and recruitment process, an organization became able
to select only skilled and effective workers. So, that they can improve their work and
efficiency by producing good quality product and it also helps them in utilization of
resources and minimize wastage of resources (Smith. 2012)

3.3Role of motivation, remuneration and training in sales
management
M&S have to maintain their employees according their skills. And they have to
adopt such strategies which helps to motivate their employees. The sales manager have to
motivate their subordinates so, that they can give maximum result(Peter and Donnelly
2011). This motivation helps them in improving their work quality (Oliva and Watson,
2011).
Also, an organization have to provide proper training to their employees. So, it
helps them in increasing their efficiency of work. This efficiency helps sales person to
attract large number of consumers towards their product. M&S is a cloth producing
company so, sales person have to examine all the needs and demands of consumers in
market and helps an organization to get aware about all new trends (Jin et al 2015).
The given description evaluate these three terms more properly:
Motivation: It is one of the major factor in organization. This term plays a very
important role in an organization. With the help of motivation a person can increase its
efficiency and also improve its quality of work. Motivation in every business is
compulsory. The managers of cited company motivates their employees at each level so,
they can give their best to firm Eldredge, L.K.B., and et. al., 2016.
Remuneration: This is very important term for every employee of an organization.
In other form it can be said as salary. Company have to provide proper remuneration
according to the skill of an worker. This helps to an employee in a positive manner. By
sufficient earning and employee can improve standard of living and also encourage them
to work hard.
Training: By providing proper training an employee can work hard and can do the
task properly without wasting resources. Training helps an individual to work efficiently
and accurately. So, that firm can earn maximum profit without compromising with
quality (Tsao and Sheen, 2012. ).
3.4 Sales management control sales activity and output
Management divides their work into different groups and unit. These units be
termed as management at various level(Muyldermans and Ramanathan 2010). So, it helps
in managing all the activities correctly. Like sales management control all the sales
related activities. In this concern, all those activities from purchasing of raw material to
change its into furnishes goods is come under sales management.
Sales management helps an organization to analyze the market current situation
and produce goods according to present criteria. It also helps in controlling the output
produced by them so, that firm will not going to produce more than demand. It is the duty
of sales management. They are helpful in planning of all sales activities so, that work can
be done in that particular manner (Peter and Donnelly 2011).
Management have to trained their employees, so that they can help them in
increasing their sales. This increment helps them in achieving objectives of an
organization. The overall work of this management is to control the total output of a firm.
It, also helps them in understanding their target consumers needs so, that they can
produce those quality product which are just for their consumer preferences.

3.5 Use of database in sales management
It is a computer software program which is used as to store information related to
their customer and their perspective(Mitchelmore andRowley 2013). These perception
helps them to produce according to their consumer demand and needs. It is helpful in
optimize sales of a firm and help in the success of their organization. M&S use their
database as a key for producing only those quality product which are beneficial for an
organization. Sales management team of M&S by using this data produce customer
goods. Their sales person are also active in gathering information and put that report in
such a manner so, it can help an organization in sales increment.
This database helps them to an organization to produce their customer demand
product. Hence, sales person interact with many customers in a day so, it is very difficult
to them to remember all information correctly and purely. This software helps them in
recognize and maintain such information accurately. So,a firm can meet their consumers
demand perfectly.
It helps to a entity by making their clients from one time buyer to regular
purchaser. This software creates a type of letter and sends it to the customer for giving
them upgraded information about all the offers. This database save their customer data
and helps in such activities.
Task 4
4.1 Sales plan in context of M&S
Sales planning is a activity which starts from the production of a product. It is a
prediction of that a product can be survive in the market or not. Sales planning helps in
the development of a product in the market. An effective and efficient sales planning
helps in the success of an product and and helps in the promotion of that product(Smith,
Andraski and Fawcett 2010). M&S have to use different sales planning activity in market
of fashion. It is a company of manufacturing clothes and introduces new trends and
fashion in the market (Ni and Fan, 2011).
Sales plan helps them in the proper utilization of their resources. It also helps
them in the increasing their number of customer. Following are some important points
which are helpful in sales planning:
Setting goals: It helps in establishing setting goals and targets for the company.
So, that they can maintain proper goals and complete them in a significant manner. By
setting goals, it helps those goals in proper implementation. These setting of goals are for
their future objectives. M&S wants to increase their sales by 30%. it is their basic goals
and plan for their survival min market.
Target sales market: This steps describes the target market for sales. Target
market is that goal which a firm wants to achieve with the help of available data and
research. The target market can only be achieved with the help of better quality product.
Time frame:They have to maintain a proper time management for achieving the
expected sales. This future attainment of sales can be shown with the help of graph. So,
that structure will be fully maintained.
Strategy development:The setting of whole sales plan includes the strategy
development. These strategy are basically prepared for achievement of objectives. The
strategy are prepared by top management for bottom management so, all the targets can
be communicated easily.

A sales manager is have to be creative in this aspect so, a creative and different
sale plan can be created. Manager have to maintain all the policies according to the steps
involved in that. It is helpful in answering out several questions like for surviving in the
market by using a dynamic strategy with a back up plan. It also includes the unique
preposition of sale. And it also ensures in that planning that what extra benefit is includes
in product. All these steps bare necessary for a sales plan.
4.2 Opportunities for selling internationally
The world is becoming fashionable day by day. Many companies introducing new
trends in this modern era. Buyer can purchase their product through online from
anywhere. Everyone likes to wear new trending clothes for looking good and dashing.
The selling concept has wide aspect by selling product internationally by M&S, it
is helpful for their own country. It can also helps in reducing unemployment and the main
thing which is going to happened is that profitability will also increase.
By busing this concept company can sale their product through worldwide. Large
range of consumers can be attracted. And it is helpful in maintain the customers demand
from all over the world. So, this aspect also helps in the expansion of business. It also
increase the opportunity for many unemployed people and this step helps in improving
the skills of their workers. Their skills improvement increase the rate of creativeness in
their workers.
This expansion of business helps in maintaining a connection between new
vendors and get knowledge about new technologies in the market. New innovation and
technology helps them in producing good quality products and increase their number of
buyers. It helps the business to connect their business through globally.
4.3 Opportunities by using exhibitions and trade fairs
By using exhibitions and trade fair at a public place it helps them to bring large
number of customer attracts towards their product(Józsa and Keller 2012). This attraction
helps them increasing of sales and get the public aware about the new product which is
going to launched by them in the market. It is so fair and amazing way of interacting with
customers and get them also aware about all the products.
M&S company can organize fashion show and trade fair for their customers so,
that they7 can attract wide range of customers and make their product successful in the
market with the help of this technique.
This is a type of promotional activity(Wierenga and Soethoudt 2010). With the
help of this promotional tool they can attract many customers and this help in making
profit so much. This made a direct contact with their customers. This direct contact made
a positive impression over on them.
These fairs help them to know the consumers expectation about trending clothes.
So, that company can produce those quality products which made their clients satisfy and
happy.

CONCLUSION:
From the above mentioned research, it has been found that the many of the sited cases
sales planning plays a key role in growing selling products and services of a business.
Promotional activities are the dynamic factors of selling a product or service.
Enhancement in the sales is the major challenges of products or services for marketing
and other sales key persons and these challenges are usually being apparent to remove by
way of effective and efficient sales planning and promotion. Buying behavior of different
organization is shaped as different. The ways personal selling supports promotion mix are
personal interaction, two way communication, better response, relationship, better
convincing, qualities of a good sales man like physical qualities, psychological qualities,
social qualities, mental qualities etc. Normally trade fair is open to general public so it is
a great opportunity for a firm to let other people know about their products and service
and get feedback from the customers directly. Sales manager decides to employ some
representatives from them to conduct sales promotion in trade fair.

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