Sales Management in the Service Sector: Sunborn London Hotel Report

This report delves into the intricacies of sales management within the service sector, specifically using the hospitality industry as a case study, with references to Sunborn London Hotel. It explores the core principles of sales management, emphasizing the importance of sales planning, effective sales methods, and accurate sales reporting. The report examines how these principles adapt to both consumer and business buying behaviors. Furthermore, it evaluates the implementation and benefits of various sales structures, the significance of sales-oriented staff, and the strategic deployment of different sales distribution channels. The report also analyzes the application of successful selling principles and their impact on a business's financial viability.

Sales Management in Service
Sector

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Activity 1.........................................................................................................................................3
Principles of the sales management in relation to the importance of sales planning, methods
and sales reporting.......................................................................................................................3
Evaluating how principles of sales management will be different in response to consumer and
business buying behaviour...........................................................................................................4
Activity 2.........................................................................................................................................5
Evaluating the implementation along with benefits of different sales structure in the businesses
......................................................................................................................................................5
Importance of sales-orientated staff in hotel businesses..............................................................6
Implementation of different sales distribution channel in hotel businesses................................6
Activity 3.........................................................................................................................................7
Principles of successful selling....................................................................................................7
Activity 4.........................................................................................................................................9
Finance of selling.........................................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES................................................................................................................................1

INTRODUCTION
In order to expand and grow any business, the right way of selling by the sales-orientated
staff is an art. This report will be based on the hospitality industry indicating the importances of
sales-orientated staff in increasing the customer base of the company. This report will also state
the principles of sales management in response to the consumer and business buying behaviour.
The report will also cover the importance of sales planning, methods and reporting while
considering the different principles of sales management. Understanding the benefits of different
sales structure along with the implementation of the same in hospitality industry such as Sunborn
London Hotel. This report also includes the implementation of various sales distribution channel
to increase the sales of the business. This report also analyses and shows the application of
principle of successful selling within hospitality industry. The report will also help to understand
that how successful selling improve the financial viability of the business.
MAIN BODY
Activity 1
Principles of the sales management in relation to the importance of sales planning, methods and
sales reporting
Sales management is the part of the top management of the company, to coordinate and
control the people and resources in order to achieve the goals and objectives of the company.
The three main element of sales management is sales planning, method of selling and sales
reporting (Rapp, and Beeler, 2021). The different principles of sales management adopt by
hospitality industry such as Sunborn London Hotel in relation to the elements of sales
management is:
 Equality and consistency: Treating all the staffs of the company and customers equally
is one of the principle must followed by the company in order to keep them happy.
Maintaining consistency is also important such as company is consistent towards the
arrival and departure time of the staff in the hotel. It helps in sales planning by providing
the clarity about the business rules and regulations to the staff. It also helps the company
to adopt the consistent selling method which further enhanced the experiences of the
customer. By adopting the consistent selling method it helps to show the accurate
performance of the business in the sales report.

 Hiring excellent sales-orientated staff: An excellent sales-orientated staffs helps in
increasing the sales of the company by listening more and talking less to the customer.
For example, while making choices from the menu list by the customer, it is better not to
make pressure on the customer. In case if customer need any help, then only staff can
give them advice about the food having high profit margin is the role of good sales-
orientated staff (Hinson, Adeola, and Amartey, 2018). It helps in sales planning by
improving the coordination with the customer and also analysing and recognizing the
taste and preferences of the customer to increase customer base. With the help of
excellent sales-orientated staff the company can adopt the indirect sales method such as
taking order online and delivering the food to the customer doorstep.
 Delegation: Delegation of authority and responsibilities indicates that the sales manager
is not individually do all the works. Delegating the authority and responsibility to the
sales representative helps them to become responsible person. For example if sales
manager treat their representative as a responsible person, then they will act as a
responsible person. Doing any work with free mind enhance the effectiveness of that
work. It helps in sales planning as if company treat their staffs with respect and dignity,
they will give their best to achieve the targets of the company. It also helps in improving
the sales report and helps in improving direct selling method such as face to face selling.
Evaluating how principles of sales management will be different in response to consumer and
business buying behaviour
In recent time the buying behaviour of consumers and business are highly affecting the
principles of the sales management (Kumar, 2017). So in order to convert the business into
competitive business it is important to implement those principles which meets the consumer and
business buying patterns.
 Structure and strategy: This indicates that forming a horizontal structure of sales and
implementing strategy as per the taste and preferences of the customer help the company
to grow. For example, in hotel business serving the food by visualizing the taste of each
and every customer have positive impact in the mind of the customer. Customer thinks
that the staffs of the business care about the choices of their customer.
 Appropriate information at right time: Consumer and business buying behaviour also
get affected by the information provided by the business at what time. Providing

appropriate information at right time is essential principle of business. For example, in
hotel providing the information about the high profit margin food or drink immediately
after the customer sit down have negative impact on the customer. After customer sit
down and take some relax serve them some drinks have positive impact on them.
 Adaptability to examine the needs of the customer: In order to examine the needs of
the customer it is important to understand the mood of the customer by listening their
situation (TRAN, and LE, 2020). It creates positive impact on the customer that the
staffs of the business cares about their customer. It is also important for the business to
understand what is important for the customer i.e. quality or price.
Activity 2
Evaluating the implementation along with benefits of different sales structure in the businesses
Implementing the horizontal structure within the businesses give more power to the
employers in decision-making (Yan, Zhao, and Liu, 2018). The different types of sales structure
implemented by the hotel businesses such as Sunborn London are: Training and development: In order to implement the T&D sales structure, company
have to provide different on duty training to their employees to increase the sales and
customer base.
Advantages of these structure: It helps in increasing the morale and efficiency of the employees.
It also helps in increasing the capacity of the company to adopt new technology.
 Sales and marketing: In order to implement the S&M sales structure, company have to
understand the market and analyse the internal and external environment. After that
company have to adopt different channels of marketing (such as advertisement on social
media networks, on newspaper, on holdings etc.) to increase the customer attraction
towards business.
Benefits of these structure: It helps in the staying ahead in competition. Sales and
marketing have to work together which helps in increasing business market value.
 Food and beverages: In order to implement the F&B sales structure, company have to
understand the taste and preferences of their customer. And then incorporate the foods
and beverages which attract more customer attention and satisfy their needs. It also
implemented if the company have less staff.

Benefits of these structure: It helps in controlling the portion sizes of the foods. It also
helps the server to interact with customer. Human resources: Implementation of HR structure in the business requires recruitment
of the excellent sales-orientated staff which achieve the targets of the business. These
structure also implemented because of providing training to the employees of the
company.
Benefits of these structure: It helps in planing, organizing, directing and controlling the human
resources of the company.
Importance of sales-orientated staff in hotel businesses
 In hotel businesses such as Sunborn London employees are well-qualified in order to
achieve the attention of the customer.
 Sales-orientated staffs of the company increases the customer base by understanding the
needs, taste and preferences of the customer (Aqmala, and Ardyan, 2019).
 Personal selling in the hotel industry leads to committed relationship between the staffs
and customer.
 Trained and excellent staff helps in increasing the sales of the business as well as
revenue.
 They also attract more customer with their sweet and nice behaviour towards them.
Implementation of different sales distribution channel in hotel businesses
Distribution channel is a intermediaries between the businesses and customer. In case of
hotel business the information of hotel services is passes through the intermediaries before it
actually receive to the customers. In case if company wants to grow their business to the next
level and wants to increase the more and more customer base, then they need to follow the
distribution channel. In that case, company need to establish the mind set that they care about
their customer and their needs and greeds. Then implementing the different distribution channel
in the company is the only way company can achieve whatever they want to achieve (Lei,
Nicolau, and Wang, 2019). This DC includes direct sales from the hotel, through online travel
agents, advertising in different social media platforms, through retail travel agents, information
centre etc. The hotel business can also implement the online method of taking order and
delivering food by dealing with the different delivery agents. Through the implementation of

distribution channels the speed of the processes increases. It also affects the customer in positive
way and helps in increasing the trust of the customer towards the business.
Activity 3
Principles of successful selling
Sales team under the Sun Born Hotel usage the following principles and theories that can
favour the sales of the organisation. Professionals at the organisation utilises these principles
demonstrated below so that all objectives of achieving sales and growth rate could meet.
Selling is 60 percent listening and 40 percent talking
This is among the most prominent principle of selling. Under this technique emphasis is
given over both talking and listening. In respect to sales it is crucial to understand the need and
requirements of customers. Being a sales professionals it becomes more essential to understand
what customer is looking for against the service area. Sales professional can only understand
what customers are looking only if it is ready to listen to the customer. Listening is the major
activity involve while conducting sales. Through listening professionals get an eye over the need
and requirements of customers which further favour the professionals to achieve the successful
sales (Alvarado and et.al., 2019). On the basis of the listening ability professionals try to
determine what customer is looking for. If professionals want to successfully sale the hospitality
services it has to offer what customer is wish for. Professionals at the hotel give priority to this
principle, and they tend to listen more than talking. By talking with customer they get complete
description about the requirement of customer and based on that they offer all the services and
products. All the management professionals always prioritise listening ability as a professional in
order to achieve success in any profession. This principle is applicable not only in the hospitality
sector and also not only for the sales professionals but for other designated individual also.
This principle is applicable for all types of sales method direct selling, indirect selling
and any other method favour sales in organisation. The basic aim of this principle is to get to
know the need and requirements of customers so that while making sales only such products and
services are offer to customer that they are looking for (Zhang and Hao, 2017). This will save the
quality time of both customer and professionals.
Sales message consist of two sentence
It is crucial that sales message must consist up only two sentences. The basic message or
quote used to deliver sales must be precise and short. It is important that message used to deliver

sales must be short enough so that customer can memorize it easily. It should not be complicated
so that customers find it very difficult to learn and remember. Professionals at the Sun Born
Hotel follow this principle of sales where they create short slogans and messages (Siekelova and
et.al., 2017). They try to use catchy messages so that customers can easily memorizes the entire
slogan during the sales. This further create impacts over the marketing and brand value of the
organisation as customers that bought services offer by company will further refer the hotel by
giving similar briefing with the message or slogan used by professionals. Professionals at the
Sun Born Hotel usage messages like “easy stay”, “luxury stay” or many such that attract
customers at the time professionals pitch the offer (Hussain and et.al., 2019). This principle
favoru to all types opf methods used to conduct sales such as direct, indirect and any other
method or technique.
Customer care about business not the sales professional
This is the core principle of selling as customer do not care about the professionals that
are actually selling the package but they care about the brand. Every time professional approach
customers they do not ask question about the professionals involved in selling packages rather
they like to know about the Sun Born Hotel as a brand. Consumer are interested in getting insight
about the hotel when it was built, when the business was started and other such question that can
demonstrate different areas of the organisation. Professionals at the Sun Born Hotel are trained in
this direction only (See-To and Ngai, 2018). They are taught to provide all the quality
information in front of the customers so that organisation can attract buying decision-making of
the consumer. This principle also favour to all types of methods of selling. Professionals every
time they entertain customer approach them in such way that they represent the identity of hotel
group rather than giving more information about themselves.
Your reputation always precedes you
This is another key principle followed by professionals. This denote the aspect that
reputation of the hotel group always set the direction of the discussion between customers and
organisations. This principle reflect the fact that before approaching to the professionals
customers do research about the hotel, its service areas, quality of service and all other key
information (Stair and Reynolds, 2020). In today world where plenty of information sources are
available that clearly demonstrate the quality of services organisation offer and what are the
areas that are not good enough for the entity. Professional utilise this principle in making the

successful sales. Sun Born Hotel contain a good and positive reputation that favour the
professionals in pitching offers in front of target customer group.
Selling is all about relationship building
Selling activity is about to establish the loyal relationship between customers and
organisation. Professionals at the Sun Born Hotel always keep this in mind that they are the
representation of the organisation. It is important that they should try to establish long term and
loyal relationship with the customers. Professionals do not try to deliver force sale rather they
give emphasis to conduct sales in short run.
The above mentioned principles are the key areas associated with the sales in hospitality
sector. Professionals try to utilise all these principles while delivering best amount of sales in the
organisation.
Activity 4
Finance of selling
Finance principles always drive the businesses in such direction where they can manage
the financial resources in professional way. Different principles like risk and return, time value
of money, cash flow principles, profitability and liquidity, principle of diversity and hedging
principles are used to establish a good control over the management of finance in business. The
aim behind all these principles is to maximise the financial stability of business. Principles guide
the management to enhance the use of money and financial resource of the organisation.
Principle also involve taking risk to maximises capital value of money (Tursunov, 2017). This
principle motivat the management at the Sun Born Hotel to enhance profitability by taking risky
decision. In context to the business taking risk play a huge role for the organisation to meet the
overall business objectives. Taking risk allowed the entity to launch new services and add on
new facilities that could maximizes overall guest satisfaction level against the services provided
by the organisation. In the competitive edge catering quality services play huge role for the
business entity so that sales professionals can convince customers even after having aggressive
level of market competition.
It is recommended that structure used to deliver sales allow the organisation and
professionals to convince customers for convincing potential buyers to procure package offer by
company. It is important that sales structure and packages offer by company must be flexible
enough so that customer can get the best level of package at an effective price range. Company

can also use the competitive pricing policy which further allow the Sun Born Hotel to take
competitive advantage in the business even after having the aggressive level of market
competition. Company should constantly work over its sales strategies so that company can
continuously favour its business objectives and growth possibilities.
CONCLUSION
Sales principles are the fundamental basis behind delivering sales turnover against the
business operations entertained by organisation. Principles like selling is 60 percent listening and
40 percent talking, message consist of two lines and many such principles are the core basis
behind delivering sales against the business activity entertained. In context to hospitality sector it
becomes essential that company must utilize these principles in the best way possible to guide
the sales in business. Financial principles like taking risk, cash flow principles, time value of
money and many such principles also allow the organisation to achieve its sales turnover.
Financial utility also among the major area that favour the overall growth and business objectives
of company. Sales are conducted with the support of different methods like direct selling method
and indirect selling methods and principles used under sales and finance favour to all types of
selling techniques and methodologies.

REFERENCES
Books and journals
Alvarado, M. and et.al., 2019. Assessing the impact of the Barbados sugar-sweetened beverage
tax on beverage sales: an observational study. International Journal of Behavioral
Nutrition and Physical Activity. 16(1). pp.1-11.
Aqmala, D. and Ardyan, E., 2019. How does a salesperson improve their performance? The
important role of their customer smart response capability. Gadjah Mada
International Journal of Business. 21(2). pp.223-241.
Hinson, R. E., Adeola, O. and Amartey, A. F. O., 2018. Sales Management: A Primer for
Frontier Markets. IAP.
Hussain, H. I. and et.al., 2019. Sustainability of leverage levels in response to shocks in equity
prices: Islamic finance as a socially responsible investment. Sustainability. 11(12).
p.3260.
Kumar, J. S., 2017. The psychology of colour influences consumers’ buying behaviour–a
diagnostic study. Ushus Journal of Business Management. 16(4). pp.1-13.
Lei, S. S. I., Nicolau, J. L. and Wang, D., 2019. The impact of distribution channels on budget
hotel performance. International Journal of Hospitality Management. 81. pp.141-
149.
Nie, J. and et.al., 2019. Retailers' distribution channel strategies with cross-channel effect in a
competitive market. International Journal of Production Economics. 213. pp.32-45.
Rapp, A. and Beeler, L., 2021. The state of selling & sales management research: a review and
future research agenda. Journal of Marketing Theory and Practice. pp.1-14.
See-To, E. W. and Ngai, E. W., 2018. Customer reviews for demand distribution and sales
nowcasting: a big data approach. Annals of Operations Research. 270(1). pp.415-431.
Siekelova, A. and et.al., 2017. Receivables management: the importance of financial indicators
in assessing the creditworthiness. Polish Journal of Management Studies. 15.
Stair, R. and Reynolds, G., 2020. Principles of information systems. Cengage Learning.
TRAN, V. D. and LE, N. M. T., 2020. Impact of service quality and perceived value on
customer satisfaction and behavioral intentions: evidence from convenience stores in
Vietnam. The Journal of Asian Finance, Economics, and Business. 7(9). pp.517-526.
Tursunov, B. O., 2017. Principles and functions of management of production
capacity. Вопросы управления. (3 (46)).
Yan, Y., Zhao, R. and Liu, Z., 2018. Strategic introduction of the marketplace channel under
spillovers from online to offline sales. European Journal of Operational
Research. 267(1). pp.65-77.
Zhang, Y. J. and Hao, J. F., 2017. Carbon emission quota allocation among China’s industrial
sectors based on the equity and efficiency principles. Annals of Operations Research.
255(1). pp.117-140.
Online
Sales Management Definition, Process, Strategies and Resources. 2021 [Online]. Available
through:<https://www.pipedrive.com/en/blog/sales-management>
1