Sales Management Report: Strategies & Profitability at Santander Bank

This report provides a comprehensive analysis of sales management principles and techniques within the context of Santander, a national bank. It begins by defining sales management and its importance in achieving organizational goals, focusing on key principles such as sales planning, methods of selling (consultative and traditional), and sales reporting. The report evaluates how these principles adapt to consumer and business buying behaviors and examines various sales structures, including product, geographical, and functional structures, highlighting the benefits and drawbacks of each. It further explores the concept of 'selling through' others and analyzes how successful selling principles contribute to building customer relationships. Finally, the report assesses the importance of developing sales strategies that maximize profitability and incorporate account management, evaluating the role of core finance principles and portfolio management in achieving a competitive edge. It concludes with recommendations on how sales structures and approaches can improve financial viability within Santander. Desklib provides students with access to a wealth of resources, including past papers and solved assignments, to support their academic endeavors.

Sales Management

EXECUTIVE SUMMARY:
Sales management refers to executing the procedure of sales so that cost of production is
reduced and profits are heightened. The case study covers understanding of the topic sales
management and also states the principles regarding same. With context to organisation
Santander, various advantages is explained detailing about sales structure and its impact on
selling. Also channels of distribution is also discussed which can tell how the principles applied
on this behalf applied on this part is becoming helpful in process of successful sales procedure.
The report on sales management of Santander also gives a brief description regarding the
financial structure of selling procedure as well.

Table of Contents
INTRODUCTION...........................................................................................................................5
MAIN BODY..................................................................................................................................5
TASK...............................................................................................................................................5
Determine key principles of sales management in relation to the importance of sales planning,
methods of selling and sale reporting..........................................................................................5
Evaluate how principles of sales management will be different in response to consumer and
business buying behaviour...........................................................................................................8
Evaluate the benefits of sales structures and how they are organised using specific
organisational examples...............................................................................................................8
Explain the importance and the advantages of the concept of ‘selling through’ others............10
Critically evaluate the implementation of different types of sales structures using specific
organisational examples.............................................................................................................12
Analyse the key principles and techniques of sales management and how they contribute to
building and managing customer relationships in organisation................................................12
Critically analyse the application of successful selling principles and techniques in application
to specific organisational examples...........................................................................................14
Produce a coherent, fully justified critical evaluation based upon a comprehensive
understanding of sales management, structure and selling techniques within an organisational
context........................................................................................................................................15
Explain the importance of developing sales strategies that yield highest profitability and
incorporating account management within sales structures......................................................15
Evaluate how core finance principles and successful portfolio management can lead to
increased profitability and a competitive edge..........................................................................17
Critically evaluate and make recommendations on how sales structures and approaches can
improve financial viability.........................................................................................................17
CONCLUSION..............................................................................................................................17
REFERENCES..............................................................................................................................18
Books and Journals:...................................................................................................................18

INTRODUCTION
Sale management is the important term that should be understands by organisation so that
they can increase their sales and revenues (Kadir, Ridjal and Sjahruddin, 2020). It is the process
in which organisation develop sales force so that firm can achieve their sales targets. It also
includes coordination between sales operations and implementation of sales techniques so that
organisation can continually raise their sales. Every organisation has a objective that they
increase their sales revenue so that they can profits and survive well in the market place. In this
context, Santander is undertaken for identifying and analysing key principles of sales
management that include planning, methods and reporting of sales. Santander is the national
bank that provides banking services to public. Their headquartered has established in Boston,
Massachusetts and founded in 1902. They extend their operations through extension in North and
South America. This report covers the impact of application of principles in sales management.
Organisation needs to develop proper sales structure that helps to increase sales of products and
services. This report also covers techniques of sales management that helps to achieve
organisational targets. Sales management is very important for organisation because it helps on
achieving of organisational goals and objectives.
MAIN BODY
TASK
Determine key principles of sales management in relation to the importance of sales planning,
methods of selling and sale reporting
Sales management is the discipline that focuses ion implementation of sales techniques so
that organisation can increase their sales revenues(Yavirach, 2020). It is the process that focuses
on developing coordination between people and resources that helps to obtain their desired goals
and objectives. It is essential for organisation as it focuses on increasing sales volume that
directly enhances success and growth of their business. With the help of sales management
organisation can be focuses on long term goals by increasing profitability and productivity. It
deals with many activities that are related to sales of organisation such as formation of strategies,
promotion, pricing of products & services, and other management functions. Santander is the
large organisation that needs to focus on sales management so that they can make pre planned
strategies and implement them with the help of principles. Sales management can be improving

with the help of applicability of principles. There are mainly three principles that are mentioned
below:
 Sales Planning
 Methods Of Selling
 Sales Reporting
It can be better understand with the help of detail explantation that should be analysed by
organisation. The detail information about three principles is given below:
Sales Planning: Planning is the important key element or principle that should be
prepared with effective analysis of factors that affect their business (Rezazadeh, A., 2020).
Planning is must for achievement of organisational objectives and goals. It applies on many
stages of sales life cycle. Santander is the banking institution that sets sales targets by quarterly
and yearly that needs proper planning process so that they can achieve their desired targets. For
effective planning of sales it is suggested to Santander that they should apply some important
steps. There are some steps of sales planning that are mentioned below: Analysis: First and foremost step of Santander is to identifying and analysing the current
position of organisation that helps to analyses need. It is very important step in which
organisation analyse the current sales and take decision that they need to increase in
which sector. Setting Goals: Santander should set their goals and objectives regarding sales of
organisation so that they can take measures accordingly (Høgevold, Svensson and
Mpinganjira, 2020). They set sales targets for achieving their goals. Developing Plans: In this stage, Santander should develop or prepare plan that enlist all
things that are performed in near future. It is very important stage because in this stage
organisation make plan for accomplishment of set goals. But Santander should keep in
mind that plan should be flexible so that if any factors affect then it will change according
to the requirements of situation. Executing: After preparing of plan now it is important for organisation that they should
effectively execute the plan so that they can take advantage and achieve desired result.
 Evaluation of the plan: It is important for organisation that Santander properly evaluate
in which organisation focus on each and every stage that it should be implement
correctly.

Methods of Selling: For effective sales management it is recommended to organisation
that they should apply appropriate method or techniques of sales (Mohammad Darini, Sadeghi
and Namdar, 2018). It helps in accomplishment of set goals and targets. There are some methods
that are mentioned below:
Consultative Selling: It is the approach in which organisation give priority to customers'
need so that they can make strategies accordingly. In this method of selling, Santander analyse
customers demands so that they can provide goods and services accordingly.
Strengths:
 Santander can satisfy the needs of customers.
 It helps in increasing of sales.
Limitations:
 Analysation of customer's need is complex to find. Organisation sometimes wrongly assumed customers taste and preference.
Traditional / Compelling: It is the oldest method that has no present existence. Because
it seems that it is very pressurized method of selling in which organisations are sellers centric
(Aydın, Koç and Kaya, 2017). In traditional method organisation take steps only for earning
profits at any cost.
Strengths:
 It helps to earn maximum profits.
 It directly encourages growth and success of organisation.
Limitations:
 Organisations are so seller centric that doesn't consider any benefits for customers.
 It lacks in satisfaction of customers' needs and wants.
Sales Reporting: It is the process in which Santander analyse the state of sales in the
company. It helps in monitoring and controlling of performance of sales managers (Yan, Zhao
and Liu, 2018). With the help of sales reporting organisation can easily analyse the performance
of sales managers and take necessary corrective actions so that they can improve their
performances.
Importance of sales management:
 It facilitates direction and guidance to sale department that how they increase the sales of
organisation.

 It also helps in introducing new products and service in market place that are not failed
with the help of techniques of sales management.
 Organisation can easily achieve their sales targets and organisational objectives.
 It helps in reducing cost of distribution and sales that increase profitability of
organisation.
Evaluate how principles of sales management will be different in response to consumer and
business buying behaviour
From the above discussion of sales management, it is analysed that key principles play a
significant role in the organisation as it helps in understanding of consumer’s behaviour. Sales
management principles analyse consumer buying behaviour that increase their sales. It helps in
identifying the factors that affect on consumer buying behaviour. With the help of analysis of
factor organisation can take decision accordingly that sake in accomplishment of organisational
goals and objectives. So that's why it is important for organisation that they should apply
effective sales management.
Evaluate the benefits of sales structures and how they are organised using specific organisational
examples
Sales structure is the process in which organisation divide their sales team into small
departments according to set objectives (Park, Bang and Ahn, 2017). Each and every sales team
is assigned a particular task that helps to achieve their sales targets. Sales structure is necessary
for organisation if they want to achieve their desired target. It is the segmentation process in
which sales team is grouped in specified group. It is important and necessary concept for
organisation because it gives many benefits. Organisations should make their sales structure
appropriately so that they can achieve their desired targets. Santander is the large organisation
that has market capitalisation $37.1B. Sales structure is very important to analyse so that
Santander is trying to increase their market capitalisation. There are three types of sales
structures that are mentioned below:
Product Sales Structures: It is the type of sales structure in which organisation divides
their sales team according to their different products (Fichter, 2018). Santander is the
organisation that provides different financial services to individuals, institutions, companies,
corporations, etc. They divide sales team according to their services that they are provided.
Advantages:

 It helps in developing product expertise by sales team.
 This type of sales structure guide selling efforts.
Disadvantage:
 It takes high cost because of products variations.
 More coordination required by sales team for avoiding repetitions of efforts.
Geographical Sales Structures: It is the types of sales structure in which organisation
divide their sales team according to the geographical areas (Eltari and Mulyaningsih, 2017).
Santander has operated their business in many countries such as Austria, Argentina, Belgium,
Brazil, Chile, etc. So they divide their team according to areas that helps in reducing complexity
in work.
Advantages:
 Reduce complexity of organisation in term of sales targets.
 It helps in increase if sales volume that spread their global reaches.
Disadvantages:
 For sales representatives it becomes hard to develop product specialisation in different
areas.
 It is hard situation for organisation that they need to analyse taste and preference of
customers because of different areas.
Functional Sales Structure: In this structure organisation divide their sales according to
the departments or function of organisation's members (Hildebrand and Bergner, 2019). Sales
responsibility is divided on the basis of functions and position of sales team members.
Advantages:
 It encourages more efficiency of selling products and services.
 It improves performance of sales representativeness.
Disadvantages:
 Customer can be duplicated in this sales structure.
 It requires lot of efforts in coordination between function.
According to the above discussion of sales structure, it is analysed that Santander used
geographical sales structure (Pour Ashraf and Ahmadi Alvar, 2017). For success and growth of
business of Santander, geographical sales structure is the necessary and important role in
organisation. They provide financial services in many areas Argentina, Uruguay, United

Kingdom, United States, Spain, Austria, Brazil, Chile, Finland, Germany, Mexico, Portugal,
Norway, Puerto Rico, Poland, Denmark, Belgium, Italy, and Netherlands. It is very important for
organisation that they divide their services according to area so that they can handle all situations
effectively. There are many situations that occur in organisation when they are trying to use
geographical structures. There are some factors that should be considered while sales team is
dividing according to their targets. Details of factors that are mentioned below:
 It is very important for organisation that they should focus on coordination between sales
team and resources in different territories.
 They also should focus on activities that affect on sales operations.
 When organisation applies this sales structure so firstly they should identify and analyse
the taste and preference of public because every country has different taste so that's why
it is important to identify the factors that affects on organisation operations.
Explain the importance and the advantages of the concept of ‘selling through’ others
Selling through others is important term that refers to increase their sales through
different person such as wholesalers, retailers, etc. All play major role in increasing of sales.
When organisation wants to increase sales volume then they should adopt selling through others
approach. It is cost effective way that helps to reach to end users of company. Selling through
refers to the percentage of the service that provide by Santander to consumers after sale by
retailer. It measures inventory amount that sold in a given period that are related to inventory
amount receive in same period. It is very important to discuss sin organisation so that sales
representative take decisions regarding selling percentage. It is basically the concept in which
company shows their capacity to sell their inventory in order to convert them into revenue.
Selling through have many benefits that are mentioned below: Effective reach: Santander wants to increase the reach of their financial services to
customers then it become the most effective process that helps in increasing the reach to
end users of services (Nabil, El Barkany and El Khalfi, 2018). Every organisation want
that their reach get maximize so they should adopt selling through approach in which
organisation get their potential buyers. With the help of selling through others approach
organisation trying to increase their reach effectively so that their sales volumes get
increase day by day. It becomes necessary for banking institution that they increase their
sales because if they do not take step then they may be facing many issues.

 Reduces responsibility of selling: It really helps in dividing the responsibility of selling
products and services to customers. Selling is the important duty of organisation that feels
as a burden because of accomplishment of gaols and objectives. It is analysed that
organisation feel burden because if their sets of goals. It can be overcome with the help of
reduction in responsibility through centralised their duty into other channels such as
wholesalers, retailers, etc.
 Reduces marketing costs: It also helps in reduction of marketing cost of organisation.
Organisation faces huge cost of marketing so that they should approach to selling through
other approach that reduces marketing cost.
Organisation can use selling through others approach through two ways that are
mentioned below:
Traditional selling/distribution channels: Even in the present time, organisation use
traditional distribution channel for selling their products and services (Lee and Hosanagar, 2019).
In traditional selling channel organisation firstly approach to manufacturer that manufacture their
products and services and then go to wholesaler. In traditional approach, it is analysed that
organisation follow hierarchy i.e. manufacturer - wholesaler - retailer – consumers. This
approach is very long process that raises the cost of products and services.
Modern/Digital distribution channels: In current scenario, now organisation approach
to digitalisation method of selling an article. It is the most effective approach that select by
organisation. Because it helps in reaching to maximum customers through modern approach
(Mohammadi, 2018). Modern approach of selling an article use e-commerce methods that is
actually used by Santander. This company used modern techniques in which organisation sell
their services to customers through e-commerce business. They provide their websites that helps
to consumers use modern distribution channel.
Critically evaluate the implementation of different types of sales structures using specific
organisational examples
There are many types of sales structure that used by organisation which is important to
understand. Organisation should select that sales structure which suited to their organisation.
Each and every organisation has certain own structure that depends on their growth and success
of their business. Implementation of sales structure is the necessary and crucial step that should
be properly executed so that organisation can achieve their desired targets. Organisation

identifies and analyse all pros and cons of each and every type of sales structure then take a right
decision.
Analyse the key principles and techniques of sales management and how they contribute to
building and managing customer relationships in organisation
For carrying out sell process on a wider market, every managerial team of a respective
organisation adopts techniques and tactics which makes it easy to execute the same. There are
several techniques which help in conducting effective selling and also maintaining better
consumer’s relations which can enhance name and fame of organisation. The sales manager of
Santander is properly analysing the market based on various selling approaches which are
discussed underneath.
Successful Selling and Selling Techniques
By Successful selling it not only means high sales or getting contract in first place. But it
refers to making cordial relations with the consumers (Ye, Zhang and Li, 2018). With this it
means that consumers should be understood properly by their suppliers which would result in
suitable delivering of desired products. It will create loyal customers of organisation which will
also result in appraising the brand name. Overall, it can be said that successful selling is a wide
term covering all aspects. Moreover the sales manager has to follow several selling techniques
which can facilitate the selling procedure which ranges from understanding the recent market to
building and retaining loyal consumers to have high sales. The technique consists of following
the assumptions which are catered by study and choosing the best among them for organisation.
The sales manager of Santander has adopted appropriate selling approaches which have helped it
to grow in financial market in many parts of the world. The techniques of selling have shown a
sheer direction to successful selling of the respective organisation.
Customer Relationship Management
Customer Relationship Management or otherwise called CRM is a process which can
provide feasible approaches to a manager (Moya-García and Salazar-Aguilar, 2020). This helps
in successful establishing better relations with target consumers and also with existing ones. It is
an instrument of marketing which is feasible in creating a close contact with clients so that
marketing campaigns are succeeded. This caters both past and target consumers of services. The
relations with consumers are required to be managed appropriately to maintain sustainability. It
involves accumulation of schemes and technical know how through which this procedure can be

eased. It aims on improvising consumer relationships which will retain consumers and enhance
growth.
Analysis of selling approaches and techniques used by sales reps
There are five approaches of selling process which are used by the sales representatives
to boost their career in market. These approaches can attract to be consumers to become loyal
consumers by establishing their worth and mentioning their incredibility in market. As Santander
is a financial service provider in international markets as well. To work well in whole world and
maintain good relations with consumers, the managers and executive are assigned (Dünnweber
and Fortmüller, 2017). They timely contact the clients and take proper details what problems
they are facing also providing with correct suggestions for the same. With the approach of sales,
product or service which is operated by Santander also demonstrates the quality of service which
is delivered. A consultancy service which personalises the experience of working is also covered
under.
Use of successful selling approaches that Santander chooses to develop customer
relationship with its clients.
There is a step successful selling approaches which are utilised for maintaining better
relationships with clients. These includes Prospecting the target market: Under this, the target market where enterprise wants to
scatter its operation is viewed and proper evaluation is performed of the same. Pre-approach towards the service provided: After catering the market, approaches are
prepared which has to be used before presenting services in market. Approach to be followed in current execution: When pre approach is followed and is
succeeded in catering focus of market actual approaches are used which will increases
more and more consumers. Presentation of the marketing campaign about respective service: The services provided
are showcased through a presentation at times of marketing through campaigns. This
involves overall description of the service which will clear the doubts which ever have
been there in minds of consumers. Meeting the suggestions which are given by clients: After the presentation there might
have been several doubts which have been provided by target consumers in form of
suggestions. They are required to be met which would enable in betterment of quality and