Sales Management Report: Principles, Planning, and Techniques for B&M

This report delves into the core principles of sales management, exploring their application within the context of B&M, a prominent British retailer. It examines the essential components of sales management, including sales planning processes, various selling techniques such as consultative se...Read More

INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Sales Management Principles.....................................................................................................1
Define Sales structures................................................................................................................6
Explain the concept of “Selling through other”..........................................................................9
Explain what is meant by “Successful Selling”?......................................................................10
Define what is meant by customer Relationship Management:................................................10
Selling techniques as a means of engaging in successful selling reps of B&M.......................12
Development of sales strategies................................................................................................13
Sales account management.......................................................................................................14
Challenges that affects buyer-seller relations...........................................................................14
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................16

INTRODUCTION
Sales management is refers as the process of designing a Sales force, co-ordinating
operations, application & implementing techniques of sales that helps a business in constantly hit
sales targets. It is an important segment of marketing mix that with developing sales strategies,
promotional activities, distribution facilities, planning, organising, directing, managing and
motivating sales personnel to reach highest sales volume (Sales Management, 2019).
B&M is British retailer store which is founded in 1978 by Malcolm Billington with its
headquarter in Luxembourg Agnihotri, R. and et. al., 2016). It is the fast growing discount
retailer with 28000 employees over 650 high streets across UK.
In this report principles of sales management and their importance their difference in
response to B-to-B and B-to-C marketing. Further sales planning process and techniques are used
in context of B&M. Moreover, types of sales structures with strength & weaknesses and how
they are beneficial for respective business are considered within the report. Concept of selling
through process with its importance, techniques of successful selling are also addressed in report.
In addition sales development strategies are discussed and successful financial selling in order to
increase profit of B&M.
Sales Management Principles
Sales management: It is defined as business discipline that focuses on practical
implication of sales techniques and management of sales operation of firm. It is refers as
main objective of business entities that brings revenues for organisations.
Sales planning: It is defined as the process of making sales plans and organise activities in
effective manner that are essential and mandatory for accomplishment of business
objectives. Successful sales planning can be achieved through integrating it with finance &
operation, Involve e-marketing in sales planning process and come up with exhaustive lists
to all barriers towards success.
Methods of selling: These are defined as techniques that help in long term planning for
retaining customers and rising sales volume & revenues of business explained as follows:
Consultative Selling: It is problem solving method through which sales person
helps customers to improve their interest by selling of right products & services.
This leads to build better long term sales relationships.

Creative Selling: It is another important selling method based on production new
and useful ideas in order to impress prospective buyers and make them remember
to sales message.
Traditional Selling: This method of selling is based on statement that “selling is
art of communication for persuasion”. It is significant selling tool that has
prominent impact on business objectives.
Cross Selling: It is consists as situation where sales person gets referral from
colleagues within firm to raise business revenues of relationships by selling
parallel goods & services of business organisation.
Sales reporting: It is refers as the record of sales activity over limited period of time it
helps in providing overview of sale activities within a company.
There are four basic principles of sales management, in terms of B&M are critically
analysed below:
Consistency: It is an essential principle of sales management. In terms of sales
mangers of respective business should ensure employees consistently following
the rules and guidelines established by seniors. Consistency doesn't mean
inflexibility. Thus, sales mangers of B&M should also allow flexibility which is
important for enhancing moral of teams.
Delegation:It is related to delegating freedom or independence to teams in order
to build trust among members of teams. In terms of respective organisation sales
managers should manage new occupied employees closely and give freedom to
more skilled employees for reducing their liabilities (Agnihotri and et. al., 2016).
Equality: This principle is based on equality in terms of same standards and fair
accountability of team members towards seniors. Mangers of respective
organisation should distribute equal sales targets to employees in order to increase
their moral that helps in sales and profit maximisation.
Conviction: It is another significant principle of sales management judgement on
letting someone go, unwelcoming etc. managers of respective business should
show some empathy while taking judgement over sales management of teams.
Sales Planning Process

It is the process of setting sales targets, identifying steps for meeting these specified
targets. In terms of B&M following are the steps of sales planning process:
Analysing market conditions: The first and most important stage of sales
planning process is related with identifying current position of business in
respective market, availability of competitors, what are the opportunities for
sustaining in sector (Chapman, Schetzsle and Wahlers, 2016). In terms of B&M
sales manager should conduct marketing research to evaluate market position,
how much the risk from competitors, what is position of organisation in industry.
This will help in making better goals for rising sale of business.
Setting goals: Second phase of this process is about getting goals and objectives
of sales plan. In terms of mangers of respective business should focus on making
effective and smart goals that are specific and unique from its competitors. These
goals should be long-terms, not too high or too short. This helps in maintaining
effectiveness in objectives which reducing chances of failing plans. For instance
the goal of B&M is to maximise 10% sales within fixed time period of 10
months.
Developing plan: Third step in this process is related to identify risk and barriers
in achievement of above goals and objectives. Sales managers of respective
business should design & develop effective strategies and ways how to achieve
sales maximise goal of business (Corboş, Popescu and Bune, 2019)). For instance
offering lower prices for its products in order to achieve sales targets.
Executive of plan: This phase of sale planning process is related to monitoring
and directing the plan and taking modification if required. Managers of B&M
should ensure lower pricing strategies and how they are effective in achievement
of set objectives of company. For instance measuring the plan and rectifying any
activity is needed.
Evaluate the plan: The last step of sales management process is associated with
measuring the outcome of plan as compared to estimated objectives.
Management of respective organisation should evaluate the plan after measuring
with forecasting results. This will helps in saving the time, cost and efforts of
company.

Selling Techniques
These are the methods that help in achievement of sales targets of a business. In terms of
B&M some methods for achieving sales objectives of “sales increment” are considered below:
Consultative selling: This is the significant method of selling that concentrates on experience of
potential customers about how they feel and see during their interaction with sales persons
(Cron, 2017). In terms of respective business management should focus on effective tanning and
developing of staffs. Thus, they can attract more customers and increase the sale of business.
Following are the two approaches of it in order to focus on customer needs and wants:
Research: This involves gathering data about gather data about company size, social
media behaviours , needs and wants of customers, buying habits of them etc. if
mangers of respective organisation are uses this selling technique, will help in
increasing customers base that automatically leads to maximum sales of business.
Ask: Another important consultative technique of selling is related to use of whom,
where, what, when, how rather than do, are, you, can while asking questions. The
main motive of asking questions is to be slowly discovering the leads goals, plans for
reaching these goals (Cummins, Peltier and Dixon, 2016). Using this technique of
selling helps the respective firm in obtaining their end objectives of business.
Up-selling: This is another important selling technique associated with satisfying the
needs and wants of customers completely. For instance a single scoop of ice-cream in
customer's head, a double scoop will satisfy them completely. In terms of respective
organisation there are two methods of this technique are considered as follows:
Provide consistence value: In terms of increasing sales of B&M managers can
provide after sales services to its customers for competing their sales. This helps in
rising customers base and maximise the sale of business.
Identify customers who have need: This is another up-selling tool that helps in rising
sales volumes of organisation. As per this method managers of B&M should identify
those people who have needed their products and services. This leads to
accomplishment of business goals (Dugan and et. al., 2020).
Although above discussion it is observe that consultative selling is effective
method for rising sales volumes of firm. In terms of respective organisation it
helps in strengthen the position of firm with providing expertise within sales

maximisation. It has some negative aspects such as involvement of huge
investment and consuming time & efforts of firm.
B-To-B and B-to-C marketing
Basis of comparison B-to-B B-to-C
Target market The target customers of
respective organisation in
terms of business to business
are local general stores, who
need goods and services for
selling customers.
While target market of B&M
in terms of business to
customers is the final people
who consume their goods.
Purchase The purchase power of
business customers in context
of B&M is low, due to low
demand.
On the other hand purchasing
power of general customers is
high in terms of retail products
of respective business.
Buying process In terms of business user of
respective business buying
process includes placing order,
making payment and taking
goods (Gustafson, Pomirleanu
and John-Mariadoss, 2018).
While buying power of
customers in terms of
respective business is longer
including activities like
selecting, placing order,
payment, taking goods and
consuming them.
Sales cycle The sales cycle of respective
business in terms of B&M for
business customers is lengthy
gone through business to other
business then final customers.
On contrary in terms of end
customers of respective
business sales cycle is short
due to 2 phases from business-
to-customer (Horak and
Nihalani, 2016).
Sales reporting concept

It is the record of sales activities over a time period which is the responsibility of nay
business in order to ensure proper management of sales of business. In terms of B&M it is
crucial for business to prepare timely sales reports so as to ensure effectiveness ion business
process. Sales report writing includes three stages such as-Begin with summary (start report with
overview that allows to get good stuff primarily, considering months, quarter or year ),
Breakdown numbers (this includes average deal size & value of closing of each deal, length of
sales cycle), Interpret report (this is final stage which includes providing relevant number of data,
comparison with past records). Thus, it important for respective business for effective
achievement of sales targets.
Thus on the basis of above consideration it is analysed that it is essential to make effective
planning for sales with considering of finance & operation capability of firm for effective
implementation of sales planning within organisation. Methods of sales plays prominent role in
achievement of business objectives in effective and efficient manner. After consideration of sales
planning and allocating selling method it is mandatory to manage and control sales objectives
and results through constant reporting of sales records of business.
Define Sales structures.
It refers as the process of designing sales teams and groups and it is important task of
business based on ways of organising sales teams determined by the region chosen for
serving the needs and wants of customers.
In organisation, a role of sales structure depicts to form design of the sales team. Business
approaches their own strategy to implement sales background by assessing model of sales in
terms of measuring profit. The particular sales organisation is having mechanism that enhance to
realise objectives, due to changes of market condition from recession, economic range fall down
and inflation which helps to accommodating which is tend to essential environmental changes.
This ensures about to survival of growth or productive (Johnston and Marshall, 2016). As per
B&M company, their manager approach different sales structure which emphasis their formal
productivity and growth. Overall department, resources amd workforce are the main references
where company in organisation premises.
Some of principles of Sales structure which helps to developing sales B&M organisation
Span a Control: it refers about number of subordinate that is no subordinate which they are
more responsible to more than one supervisor. In B&M company, their sales team report to their

sales manager for overall activities in terms of revenue, selling and distribution of product and
services.
Stability and Continuity: This majorly depicts about not assigning any appraise without
giving and regards to talented and potential current employees (Johnson, 2016). As per
perspective of B&M company, manager assigned duties and responsibilities to employees on
the basis of specialisation of sales employees where knowledge and skills are matters to
enhance the task.
Discuss three types of sales structures and provide their strengths and limitations.
Three types of sales structure are:
Geographic Sales organisation structure: It is driven as location based sales force
structure where it defines that each sales department to assign roles and responsibilities to
acquired geographic areas for maintaining sales records effectively (Malek, Sarin and Jaworski,
2018). Similarly, B&M company deliver sales sector to each employee who contributing duty
under sales department where individual to reliable to monitor and control company's sales
activity.
Advantages: As per respective organisation significant benefits of geographical sales structures
of business includes enhancing low cost incurred to dealing with products and service. It is also
beneficial in terms of proper territory management influence and leads towards particular
geographical region and having low duplication of customer efforts.
Disadvantages: Due to sales reps is having hard time developing or improving product and
market specialisation to particular sales forces allocates.Another drawback of this structure is it
acne be challenging by measuring territories size with having resulting in uneven revenue .
Product Sales Force Structure : As per this alignment the sales forces area of having
reliable that comprise about product groups as well as geographical border lane (Misra, 2019).
Through B&M Company they allow to selling process in terms of product groups in terms its
nature and features. That leads to benefits and some drawbacks for respective organisation are
considered as follows:
Advantages: This structure helps to improvise product and also increase knowledge about
specific product related. Further it also facilitates basic skills and strategic practise of selling
particular product is handling by management team of company.

Disadvantages: Due to higher cost duplication of efforts customer might not able to retain and
effective Coordination is required when more sales is appears in same geographical segment.
Market based structure: According to this structure, it derives about sales reps are
presumes their activity in collective group of customer or industry based (Plank, Reid, Koppitsch
and Meyer, 2018). In B&M Company, their sales team also implement their sales activities on
the basis of group manner.
Advantages: Sales having better understand of their customer needs and demands along with
strong relationship.Through better management control can be strategically allocated into
different market trends.
Disadvantages: Market based sales structure has some negative aspects as it increases research
expenses of business organisation and also leads to rising production cost due to increased
demand of products and services.
Explains about how organisation can be benefited through above three sales structure.
As in context of B&M Company, their sales team attain many benefits from
Geographical sales structure. Product and Market based sales structure is given below in context
of respective organisation:
As B&M venture, can approach different strategies from above three sales structures that
each and every sales member can applies their sales target successfully accomplish through
select location as per analysis of more probability of customer engagement. To provide extra
specification as discount offers or above quantity enhanced which reflect and made product and
service unique as well as it attract the customer. By approaching particular market in terms of
much customer interaction as well as more reliability of mapping sustainability in competitive
market scope. B&M gets attain positive outcomes as better productivity, brand value increases in
market and high profit scope.
Although, above discussion based on different types of sales structures. In context of B&M
Geographical sales structure of business in best suited sales structures that has prominent
impact on business in terms of helps in reducing the cost associate with goods & services as well
as plays significant role in territory management.
Explain the concept of “Selling through other”.
This is concept which comes from sales structure process where it address about company hire
other channels to selling their product and service such as stores, malls etc. it measures from the

amount of inventory that is sold within given period of time duration as well as it relative
towards amount of inventory received within similar period. As B&M company also approach
for other resources to selling their product and services which helps to generates more revenue as
well as they provide optimum resources in which other party who actively selling product and
services in convenient manner.
The importance of Selling through others.
As selling through others is effective approach used by every business organisation it can
be termed as employees, sales person, offline and online sources that support to increase the
productive of firm and raise sales revenues of business. In perspective of B&M Company, selling
through others concept enhance effectively by assigning their employees, online portals such as
Amazon, Alibaba these all are E-commerce business where customer or clients buy their product
as per their convenience. Even though supplier and distributors also contribute their efforts to
selling products to customers. Some of further aspects to approach like Offline platform such as
Malls, Stores and other retail small firm substitute which commence to deliver their product and
service effectively. For instance b&m stores, b&m bargains etc.
Through the implementation of sales structure is a very essential to B&M company
where they scrutinize the market for their product and services like assessing different study of
market environment and manager assigned employees or sales persons to delegate selling the
product for selling. For example, B&M Company utilised different sales and marketing platform
to promote and advertise specific product and services in effective manner. Amazon, Flip kart
and other E-commerce website are available in market where company can assort and
systematically implement their strategy to introduce their product and services where customer
and clients can approach as per requirement.
Explain what is meant by “Successful Selling”?
Successful Selling is defined as the exchange of goods and services in term of money. It
is successful when inducing someone works to buy the product or services. In context of B&M,
Person who are selling the product must have these skills: process of sales should be well defined
before selling, focus and concentration is required during selling, ability to make the long term
relationship with the customers by their way of interacting and tone of speaking and convincing
them for their product, salesperson must have the listening power and understand tat what the

customer is trying to say (Pyanikova, Kovaleva and Zaikina, 2018). This can lead to the firm in
successful selling of their products.
Define what is meant by customer Relationship Management:
This is the first responsibility of a salesperson to communicate with the customers with the
customers in a polite manner so that they listen to them with full interest. Salesperson should
make the customers feel connected about buying the product in relations to their daily life
problems. This leads to the customers take more interest in the products they are selling as well
as it also build a strong relationship with customer in long term aspects. in terms of respective
organisation concepts of customer relationship management are considered as follows:
Follow up: The most significant technique of making effective relationships with
customers is based on telling to guest about when respective business can follow up. As per this
method it is suggested to not make fake promises or fulfil promises made to customers. A follow
up call from management and note from guest or customer in order to reinforce care & concerns.
Thus, this is important concept of making effective customer relationship management.
Handling conflicts: It is another significant approach of making effective and strong
customer relationship management. In terms of respective business in it is important to resolve
internal conflicts in order to serve customers and create immense impact and influence over them
about effectual services and management of staff.
Attending network events: There are several ways to a network including meeting contact
for coffee, mingle at events like BAASS connect, and attending conferences & seminars. In
terms of respective organisation it is an important method for developing effective relationships
and management of customer relations in significant manner.
Advantages of CRM
Speed up sales conversation process: Consumer relationship management process is integrated
with marketing campaigns that allows insights into customer’s interest. Once client or customer
enters sales funnel & conversation can be full or in part automated making is much faster that
leads to increment of sales experience.
Increase staff productivity: Another important benefit for consumer relationship management it
helps in rising productivity of day to day business activities. It helps in cutting down time
wastage and increase the ability of employees to achieve highest productivity.
Disadvantages of CRM

Not suit for every business: the major disadvantage of CRM in terms of respective business is it
is not suited for every kind of business that leads to negative impacts on business performance
discuss proper disadvantage of CRM
Selling techniques as a means of engaging in successful selling reps of B&M.
There are several successful selling techniques and methods that plays important role in
making effectiveness in business and enhancing sales volumes of business. In context of
B&M these are defined as follows:
Prospecting: As per this method salesperson conducts research before planning in order to
identify customers and their interest within products. This step is related to need awareness
step in buying process of business. In terms of respective organisation it plays significant
role in analysing customer’s needs and wants.
Pre-approach: It is done before making sales and called as doing home work. In terms of
researcher of respective firm should learn and observe all background info about every
individual as well as organisation. in terms of business to business salesperson knew
prominent information about restaurant & hotel beforehand.
Approach: This stage of sales technique includes introduction, small talks and asking of
warm up questions and explaining who is the sales person and represent whom in order to
enhance sales of business. Thus in context of respective organisation it plays significant role
in creating awareness about business as well as sales person.
Presentation: This technique of sales involved in preparation done before making of pitch
or presentation. In terms of B&M presentation should be tailored to its customers and how
the products meet needs of a person or company. For instance demonstration of products,
audio-video presentation, power point presentation etc.
Handling objections: After presentation of goods and products in front of customers its
natural to have some concerns or hesitations that are considered as objections. Thus, for
respective business it is essential to handle customer objection for effectiveness of business.
Closing the sale: It is an important step and sometimes challenging for seller in terms of
sellers has to ask with potential customers is willing to make an purchase. This leads to
effective and successful sales of a product and service.

Following up: In final stage ofsalesperson of respective firm is liable to assure customer
satisfaction and maintaining of better customer relationships that leads to retaining
customers with satisfying their needs.
Thus, as per above observation it is concluded that all these are effective techniques for
rising of sales volumes and gain advantages over industry that leads to higher market share
as well as large customer base.Follow the guideline and re-arrange this section
Development of sales strategies.
Sales strategy is defined as the formal document based on planning for positioning selling f
goods and services to fit consumer in such a way that differentiate it from competitors for
getting competitive advantages. These are the means to give clear objectives and guide sales
organisation effectively. For instance, in helps in guide respective organisation in terms of
growth goals, competitive analysis, team structure, positioning of goods & products and
specific selling methodologies.
In context of respective business can use build powerful position in sales message, instead
of talking about what is done and what is sales organisation thinks about, it is beneficial for
respective organisation to create clear vision that explains net set of challenges associated
with distinct strengths. Another way to develop effective sales strategies for B&M is
avoiding commodity trap in sales strategy Please clarify this, in order to serve the needs
of society organisations fall into trap while identifying needs of corresponding capabilities.
Thus, in order to avoid commodity traps while developing sales strategies for business it is
important to consider need that is beyond known needs and satisfying these needs crates
competitive advantages over rivalries.
It has been identified that term with the advantage of terms of payment B&M can
significantly enhance its profitability, as it has been identified that terms of payment provide
complete flexibility that depends on business needs. Along with this there is no agreement and
provides simple and easy solution. In addition to this it also provide proper control on financing
and cash flow management of B&M through which company can effectively enhance its
profitability. Furthermore it has been analysed the terms of payment of enhance profitability of
B&M as with invoice financing company to take proper control of cash flow with selective
invoice finance. It is one of the best measure through which B&M can enhance their
profitability in number of ways. It has been underlined that in this there is no need for long-term

debt through which company can sustainable improve their cash flow and can assure future
growth. With the help of this company is having significant ability for look at it projects through
which they can effectively enhance for the profitability as well as growth. In addition to this it
has been underlined that with the help of terms of payment B&M can pay of vendor after they
have sold the goods in short term finance. It also helps company to increase their credit
worthiness.
Sales account management
It refer as the method of building relationship with existing clients to transform them into
strategic accounts which is important component of any sales strategy due to selling to existing
account is much profitable then trying to win new business. In terms of respective business it
will play prominent role in effective management of business and best suites with market sales
structure of business. This leads to growth of business and important for rising sales volumes &
revenues of firm.
Sales account management provide organisation with the advantage of managing their
sales objective. In addition to this, it has been evaluated that with the help of this company can
not only strengthen client relationship but also allow ensuring long term profitability. Sales
account manager have to key responsibilities objective in which first one states, retaining clients
and identify sales opportunity. To accomplish this objective it is essential for an organisation to
have sales account management this will allow companies to significantly boost their revenue
and maximize detainment rates. In contact with the B&M it has been identified that with the
assistance of sales accounts management company can imprecise upon sales resources and can
retain clients while ensuring a high level of revenue and profitability. In addition to this it also
help in improving satisfaction level of customers. Thus, according to the above mentioned
analysis it has been identified with the help of incorporating sales account management in to
sales Structure Company can significantly maximize their profitability and great extent and can
ensure customers relationship in a well defined and effective manner. With the help of this
company can determine higher sales growth as well as revenue. This will allow company to not
only a short long-term sustainability but also facilitate them to retain introspective industry for
longer period of time.

Challenges that affects buyer-seller relations
It has been evaluated that B&M can face three major challenges that can have negative
impact upon B&M buyer and seller relation in terms of key account management. It has been
evaluated that breach of trust is one of the major challenge that can have negative impact upon
key customer relationship along with this it will also impact company sales as well as
profitability. Furthermore, it has been underlined that difference in organisational culture and
leadership style is also one of the major challenges that can lead towards affecting selling
organisation profitability. In this it has been defined that personality clash can lead towards
breaking key relationship with customers.
CONCLUSION
From above discussion it is observed that sales management is important aspect of
marketing mix. Different theories and techniques are important for achievements of sales targets
of a business. Sales structures, successful techniques of selling and development of selling are
considered within the report. In addition comparison between business to business users and
business to customers are addressed in order to achieve sales objectives of business enterprise.

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