Sales Management Report: Sales Strategies for B&M Retail Business

This report provides a comprehensive analysis of sales management principles and their application within the context of B&M, a British retail store. It begins by defining sales management and its significance, highlighting the importance of sales planning and various selling techniques, including consultative selling, creative selling, and cross-selling. The report examines the four key principles of sales management: consistency, delegation, equality, and conviction, and their practical implications for B&M. It then details the sales planning process, outlining the steps involved in analyzing market conditions, setting goals, developing plans, executing plans, and evaluating outcomes. The report also explores the differences between B2B and B2C marketing strategies, emphasizing how these differences impact the sales cycle and customer relationships. Furthermore, the report discusses sales reporting concepts and the importance of timely and effective sales reports for achieving sales targets within the organization. Finally, the report covers sales strategies and techniques to improve sales for B&M.

Sales management

Table of Contents
INTRODUCTION...........................................................................................................................1
Sales Management Principles.....................................................................................................1
Define Sales structures................................................................................................................6
Some of principles of Sales structure which helps to developing sales B&M organisation.......7
Three types of sales structure are:...............................................................................................7
Explains about how organisation can be benefited through above three sales structure............8
Explain the concept of “Selling through other”..........................................................................9
The importance of Selling through others...................................................................................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.......................11
Development of sales strategies................................................................................................12
Sales account management.......................................................................................................13
Challenges that affects buyer-seller relations...........................................................................14
REFERENCES..............................................................................................................................18

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 (Agnihotri and et. al., 2016). 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 . 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 (Chapman, Schetzsle and Wahlers,
2016). 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
(Corboş, Popescu and Bune, 2019). 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 (Cron, 2017).
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:
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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 (Cummins, Peltier and Dixon, 2016).
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 (Dugan and et. al., 2020).
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 (Gustafson, Pomirleanu and John-Mariadoss, 2018).
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
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It is the process of setting sales targets, identifying steps for meeting these specified
targets (Horak and Nihalani, 2016). 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 . 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. In terms of B&M setting goals in order to maintain effectiveness in objectives which
reducing chances of failing plans.
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 (Johnston and
Marshall, 2016). 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 B&M evaluate the plan
after measuring with forecasting results that helps in saving the time, cost and efforts of
company. It reflects successful implementation of sales process and provide effective outcomes.
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:
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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
(Johnson, 2016). 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 (Malek, Sarin and Jaworski, 2018).
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 . Using this
technique of selling helps the respective firm in obtaining their end objectives of business
(Misra, 2019).
Up-selling: This is another important selling technique associated with satisfying the needs and
wants of customers completely. In terms of B&M us selling technique is used to turn effective
shoppers into very profitable customers and keep them going back which result in loyal &
permanent customers that raise the profits and market share of firm..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. In terms of B&M this selling technique used to understand what a
customers wants to buy from them and then respective firm sell them bigger and better vision in
the future. This helps in plan sales targets better and setting timeline to pitch the update to them.
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 .
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
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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 (Plank, Reid,
Koppitsch and Meyer, 2018).
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 (Pyanikova, Kovaleva
and Zaikina, 2018).
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 .
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.
This impacts the sales
On contrary in terms of end
customers of respective
business sales cycle is short
due to 2 phases from business-
to-customer (Singh and et. al.,
2019). business to customers
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management of respective firm
in terms of raising the time and
cost of firm.
has positive impacts on sales
management of respective firm
as it helps to gain sales targets
and serve them effectively so
as to enhance sales volume.
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 (piller, Kim and Aitken,
2020). 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. In context of B&M timely prepare sales reports in order to
reveal whether the teams are in track to meet its quota and alert management to any potential
issues. This helps in effective management of sales so as to enhance sales volume of firm.
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
(Williams, 2019). 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
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recession, economic range fall down and inflation which helps to accommodating which is tend
to essential environmental changes (Williams, 2019). This ensures about to survival of growth
or productive . As per managers of B&M approaches different sales structure which emphasis
their formal productivity and growth, overall department, resources and 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 (Wang and et. al., 2019). 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 (Deeter-Schmelz, 2020). 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 . 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 (Vieira and et. al., 2020).
Advantages: As per respective organisation significant benefits of geographical sales structures
of business includes enhancing low cost incurred to dealing with products and service
(MEKURIA, 2020). 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 (Ferrell and et. al., 2019). Another
drawback of this structure is it acne be challenging by measuring territories size with having
resulting in uneven revenue .
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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 . Through B&M
Company they allow to selling process in terms of product groups in terms its nature and features
(Terada and Nishi, FANUC Corp, 2020). 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 (Mallepalli and Pasula, 2017).
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
(Irani and Meisenzahl, 2017).
Market based structure: According to this structure, it derives about sales reps are presumes
their activity in collective group of customer or industry based . 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 (Yamada, Net Piloting Inc, 2017). Through better management control can be
strategically allocated into different market trends (Benet-Zepf, Marin-Garcia and Küster, 2018).
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 (Shields, 2017).
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. Each and every sales member are trained to accomplish their sales
targets within specified time limits which results in raising the sales volume of firm as well as it
helps to engage customers for more purchase and retain them for long term. Product and Market
based sales structure of B&M helps the firm in attracting customers through different approaches
such as- effective discounts, bulk sell at minimal lower prices which helps in attracting
customers for more purchase that reflects increment in sales volume of the firm. These are 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
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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
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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 that what the
customer is trying to say. Better understanding of customer's expectations and having good
convincing & presentation of goods and services of sales team of B&M helps the firm in terms
of successful selling of their products and goods which showcase effectiveness in its selling.
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.
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