Sales Management Report: Vodafone's Sales Strategies and Analysis

This report provides a comprehensive analysis of Vodafone's sales management strategies, focusing on sales planning, approaches to generate sales, and the significance of sales reporting. It examines the key principles and techniques for successful selling, including direct and indirect selling methods, and how they contribute to building and managing customer relationships. The report highlights the importance of sales strategy, the role of sales teams, and the use of consumer and business markets. Furthermore, it explores the significance of 'selling through others' as a viable indirect selling approach, the methods of reaching the product to the market, and the benefits of this strategy. The report concludes by discussing how Vodafone utilizes divisional structures and various selling channels to achieve its sales goals and maintain a strong market presence. The report also touches on the use of modern sales techniques like sales promotion and personal selling for building and managing customer relationships.

Sales Management

TABLE OF CONTENTS
INTRODUCTION......................................................................................................................3
Significance of sales planning and approach to generate sales and its reporting as well as
principles................................................................................................................................4
Significance of work getting done through others.................................................................7
Analyse the key principles and techniques for successful selling and how they contribute to
building and managing customer relationships......................................................................8
Significance of sales strategy.................................................................................................9
CONCLUSION........................................................................................................................11
REFERENCES.........................................................................................................................12

INTRODUCTION
Sales are the only revenue generating task carried out by the firm in order to increase
profits. This is the lifeline for any company despite the impact of their size and scope of
efforts that are related to achieving their objectives. The sales management and planning
ensures that hick-ups and barriers restricting their output are eliminated. In a conversely
effective standing of sales management the firm needs to have control over resources and
applicable approaches that are linked with business. Vodafone is among the leading UK
mobile communication company offering packages and voice services at the same time data
rates at lower prices. It is a public limited company with most network coverage occupying
strong position in the UK and international markets. It has earned total revenue of more than
£46,571 million with operating profits of £4299 m in 2018.
[Source; Vodafone, Annual Report, Accessed on 20 Oct, 2019]

Significance of sales planning and approach to generate sales and its reporting as well as
principles
Main Principals of Sales Management
Sales Operations is an important process at Vodafone whereby the sales force is
developed and the targets are planned for specific time. The sales operations are planned and
carried out by setting out territorial control and allocating responsibilities of management for
the given task. The second most important characteristics are setting out a sales strategy
whereby process gets determined. The sales pipelines are created and financial accumulation
is done with projection of required stock level and controlling their development (Anderson
and et.al., 2020). In managing the strategy firm also allocate segmentation of business and
consumer market share proposed for a set time. The third main characteristic is sale reporting
which enable record creation and forming details of associated tasks. Annual, monthly or
even weekly reports are produced and communicated to sales management for taking further
steps while selecting the average size of deal and funnel.
Significance of Sales planning
Allocation of consumer and business markets is important aspect of sales that devices
a relationship of direction. It further aids the integration of planning in line with the finance
and operations of the firm to create a relationship among them (Malek, Sarin and Jaworski,
2018). In the planning process managers in the Vodafone also note down and eradicate
various barriers and obstacles preventing achievement of sales targets. Sales planning identify
contribution by brand and areas which gives ability to improve weaker aspects. Moreover,
effective management is useful for indicating successive achievement of sustainable sales for
firm over the time. There is huge importance of the sales planning because it helps managers
in determining risks that can be seen in the future time period in respect to online marketing
campaigns on platforms like Facebook. Sometimes algorithms are changed by the Facebook
and it negatively affect sales. Through sales plan manager ensure that sales units that are not
achieved can be cover from other online platforms. Sales plan acts as benchmark for the
managers as it indicates to the managers about the direction where managers need to go to
generate more and more sales for the firm (Schrock and et.al., 2018). Sales plan also promote
managers to think creatively in order to implement marketing campaigns in proper manner.
Method of Selling

There are two main methods for Vodafone for selling where by its total sales are
accumulated. The direct selling approach gives the firm consolidated impact and quality
control for rolling out products to market. Here application of own logistics and supply chain
facilities are demanded to reach out an effective potential (Kleiousis and et.al., 2019). In the
indirect methods it carries out contract with retailers, distributers and other intermediaries
across the market to perform sales. In addition, online and digital sales process is seen to be
increase over the past years, requiring much large business to set up e-commerce versions.
Online method of sales can also be adopted by the firm and under this advertisement can be
run on the Facebook. On image when user click a portal will be open and their user can
submit its documents. Vodafone employee will fill the form and dispatch sim to door of
customers. In this way through online platform marketing can be done and sales can also be
generated in easy and effective manner. As mentioned above personnel selling is also one of
the effective tool of sale and under this sales representative can personally meet with client
and communicate him various ways in which Vodafone can fulfil their needs. Vodafone is
following this approach to sale its post-paid sims at global markets.
Variation of sales strategy in consumer and business markets
The two main selling channels used by Vodafone include consumer and business
markets. The consumer markets are channelled through retailers, distributors etc. whereas
direct distribution is done to business consumers. It fulfils global demand of business buyers
including corporations, banks, small and medium business and retailers. The consumer
demand is based on individual consumption and selling process whereby the business deal is
done with higher volume invoices and large order delivery for limited buyer networks
(Kumar, 2019). In addition, sales term differs in both markets where consumer pay instant
cash and business buyers may require line of credit to complete invoicing in business.
Organization of sales team hierarchy across geographic area
Vodafone uses a divisional structure at the time of arranging sales roles. Firstly, the
international selling operations are segmented into key regions such as North America,
Europe and Middle East. Additionally, the product based and divisional control is seen that
comprise of matrix structure for undertaking sales performance (Vodafone Announces New
Organisational Structure, 2019). In addition, the national level structure across the UK
comprises of two distinctive administrative units whereby corporate accounts are managed
separately from consumer markets. In consumer markets the specific roles are allocated to

people such as territorial segmentation, areas wise control who work with local markets and
sell them products of company.
Types of selling
Vodafone mainly looks to sale products using consumer and business markets. The
sales people gets in direct contact with intermediaries in market and offers them promotion
and agree Sims and mobile plans. They report to sales supervisor who then report to area
manager looking to overcome operational and business level issues faced in distribution
(Khan. and Suhaib, 2019). The other selling approach is lined directly to corporate sales that
see professional sales staff dealing with corporate clients and agreeing the qualitative and
terms for the sales applicable to business.
Selling through others
Selling through others is a viable indirect selling approach where firm organise
existing market resources to carry and sell their products in market. In this approach against
Vodafone meeting market demand via market wholesaler in larger qualities along with the
retailers is comparatively lower volume. There are other market intermediaries who are given
stock and training to achieve the targets of sales. Here the sales plan requires key input from
external vendors who are interested in product for profitable reasons. Selling through other
require joint planning and collective approach to pave the way for higher sales in market.
Moreover, sales team also work with a number of super markets and e-commerce stores to
sell products online. Digital selling strategy is different from conventional sales which
characterise e-commerce technology and other viable resources.
Reaching product in market
Vodafone is having contacts with the suppliers who manufacture sims. These sims
after production are processed for Vodafone and transported to the company. Vodafone have
contact with the local retailers and wholesalers and firm sell its sim to them. These retailers
and wholesalers further sold sim to the end users. Apart from this, company also maintain its
workforce and through them also sold its sim (Favia and Welliver, 2019). Vodafone specially
focused on its post-paid plans and in this regard on basis of inputs received from the data they
make a call to the people and meet to them and communicate them about company plans. If
client get satisfied it purchase a company plan. Thus, it can be said that firm is reaching
customers through its sales force and wholesalers as well as retailers.

Significance of work getting done through others
Selling through others require an effective business strategy as part of sales
management process in the firm. It is clear that there are numerous advantages which are
linked both the firm and their selling partners.
Better customer Reach
Vodafone international is able to fulfil market demand and reach out the wide range
of customer base by selling through others. The supplies to phone shops for example ensure
that regular shoppers can be targeted. The distribution network supported by the external
parties can meet the local demand on local shops and retailers. Similarly, business customers
are given large range of products to be sold across the retail network.
Focus on core activities
With the additional support from the internal and external sales team, Vodafone is
able to focus its attention on more important business issues. It requires them to carry out
marketing and brand building approaches more effectively. In addition, resources can be
much better utilised with inclusion of support services (Bregu. and Shosha, 2019). The
production and financial control can be managed by the frim in a much better way to achieve
their tasks. Additionally, other important tasks required by the business in this process
include new production of products and carry out related market research in this regards.
Storage and Logistics
Vodafone is able to produce in large quantities due to higher storage space attainable
form its selling partners in market. In addition, they can be engaged in employing their
logistics for distribution and additional sales structure of partners can be utilised by Vodafone
in their business approach.
Faster route to the market
These partners can be used in relation to making a faster reach to the market and
attract more customers. It can be comparatively faster approach for meeting their objectives
and looking to achieve their business objectives. Additionally, the products of Vodafone can
gain a global and international reach by looking to achieve market growth
Additional Market Information

Vodafone gains benefits of effective market information by sharing and gaining new
information and knowledge from their selling and distribution partners. They are clearly able
to link information control and plan out additional effort such as new products on basis of
shared information.
Analyse the key principles and techniques for successful selling and how they contribute to
building and managing customer relationships
Personal Selling
In this approach professional sales team member directly take on customer by
overcoming their issues and reluctant to sales. The personal selling approach enables a better
relationship and integration through business information (Kumar, 2019). They are able to
convince them and make them agree to buy in certain quantity and use the effective values. In
this approach professionals are able to gain more information from customer and utilize that
for customer relationship management. The example of sales person by Vodafone reaching
out retailer in market and use personal selling process to and gain their information to be
added in CRM system for future purchases and orders.
Sales Promotion
The regular sales promotion by Vodafone increases the volume of sales in the market.
Distributors and retailers are thrilled by the discount so does the end consumer (Sayed,
Shahid and Ahmad, 2020). The sales promotion is a temporary discount approach which can
give higher turnover for the firm and at the same time customer information can be obtained
for further processing in this regards to manage future business sales.
Modern Sales Technique
In this segment of business, the modern retailer customer is approached by the firm
for greater orders. In the example sales staff agreeing further discounts with supermarkets
such as Tesco and others is able to increase their sales volume and eventually lift their
revenue. The modern sales approach is seen as a growing opportunity for different business
making a clear impact on business. It also requires Vodafone gain additional information on
fundamental control of business and take further steps to gain customer-based information.
As mentioned above as part of the modern selling approach firm can run aggressive
marketing campaign on Facebook and under this varied ad images with plans can be
uploaded on mentioned platform. Individuals if want can port other company sim in to

Vodafone or can purchase new one through company portal (Kwadade-Cudjoe, Enoch and
Bunmi, 2019). On clicking image on FB user will direct to the portal where it can upload
documents that are required by the Vodafone for sim allotment. After completion of process
sim will be dispatched to the doorsteps of the customer. In this way modern sales technique
can be used by the firm.
Corporate Sales
In this business sales orientation model, Vodafone sales team work according to
greater plan of taking additional information with large business such as Barclays. The
corporate sales planning is different from that of consumer sales with relevance to have a
process that gain their essential information across to business. Vodafone can continue to
develop data base of new restaurants planned by such firms and gain effective information to
update their records for repeated purchase transection
Customer Relationship Management
It is a technological tool that is related to potential customer used to manage their
relationship. It gains essential records through input which comprise main information in
relation to sales transection, profile type, business type and other related information (Wirtz,
2019). It aids the steaming process and upgrading is done for making impact on different
decisions which are related to the business. It is essential for having an on-going relationship
at personalized level on useful information processing. Vodafone is using Salesforce CRM
system. This solution is used a better opportunity to manage external interaction in areas of
customer services, recruitment, development and other areas.
Significance of sales strategy
Using Cross-sell & Upsell
Sales manager at Vodafone can use cross-selling that aids satisfaction of their
complementary needs. It is type of selling other similar product to boost their sales which do
not perform well in isolation (Celik, Abdul-Kareem. and Yilmaz, 2019). Mobile phone
packages along with insurance plus additional internet plans can be sold to same customer
More effective Negotiation
Sales team at Vodafone can engage corporate clients more attractive offers and use
their negotiation skills to increase volume and perhaps for greater margins of business sales.

It is easier to depict that better negotiations can be fruitful in their bid to increase margins and
gain higher achievements of business.
Using more focused approach
Managers can concentrate on the 80/20 rules of selling whereby they are encouraged
to concentrate on only the 20% customers who contribute to their 80% revenue (What is sales
strategy., 2019). In this approach the managers can leave alone and do not waste their
resources and time for customers that fall outside their 20% customer.
Importance of Developing Sales strategy
A sales strategy is an internal plan which is created to help meet customer needs and
wants for a given time. The sales strategy requires decision and approaches to deal with
issues and make resources readily available to achieve the sales objectives (Sherman, 2018).
It requires planning and setting objectives while creating forecasting of sales activities on the
basis of reports. A strong sales strategy put in place by Vodafone helps to achieve sustainable
sales by company in order to carry out their unique objectives. The sales strategy
concentrated on the brands in question and to generate the required revenue targets for
business in relation to making a greater balance on achievements. Vodafone useful sales
strategy accumulates for resources and internal efforts required in a specific direction for
holding better records of sales growth.
Key account management is an additional selling process that creates long-term
relationship with the main clients of the company who are valuable. It is a process of
overcoming the main issues and problems which restrict their integration of sales process in
the company. The sales team needs to have this job role within the sales structure to promote
such efforts in business. The sales managers of consumer accounts can be parallel managed
with key account managers, responsible for growth and development of main clients.
Recommendation for the Management
The sales structure of the company needs to have more account managers who can
take on corporate sales relationship building efforts. The dedicated account managers and be
implied in line with sales managers who are responsible for targets and overcoming issues. In
addition, a matrix based structure can be more useful for the firm where their integration can
be coordinated on the basis of job roles and strategic key unit for having better results. The

managers must also ensure that current structure remains flexible enough with more
centralized power distribution to make faster sales decisions.
CONCLUSION
This report enlists a number of principles and approaches directed at the sales
improvement process of the Vodafone. It accounts for simple characteristics of the selling
task and looking for more useful approaches to deal with issues in sales area. It works out
main challenges that are related to accessing the viable sales performance and leading a sales
orientation approach at the Vodafone. It assesses deep rooted structural impact on the
business for producing high quality sales to both consumer and business markets.

REFERENCES
Books and Journals
Anderson, R. E. and et.al., 2020. Provenance, evolution, and transition of personal selling and
sales management to strategic marketing channel management. Journal of Marketing
Channels.
Bregu, E. and Shosha, B., 2019. The Diffusion of M-Pesa in Developing Countries:
Convergence Program Lead Vodafone Albania Sh. a, Tirane, Albania. European Journal
of Economics and Business Studies. 5(2). pp.43-47.
Celik, A., Abdul-Kareem, A. and Yilmaz, H.U., 2019. The impact of corporate social
responsibility on community development: Evidence from Ghana. Global Journal of
Business, Economics and Management: Current Issues. 9(3). pp.122-133.
Khan, S.S. and Suhaib, M., 2019. Evaluating an International Human Resource Management
Strategy for New Telecommunication Group in Developing Countries, Concentrating on
Pakistan (A Case Study of Vodafone). Science International-Lahore. 31(3). pp.457-461.
Kleiousis, E. and et.al., 2019. Corporate Governance: A Comparative Analysis of the
Accounts of the Telephone Companies Cosmote, Vodafone, and Wind. In Economic and
Financial Challenges for Eastern Europe (pp. 509-523). Springer, Cham.
Kumar, B.R., 2019. Vodafone Acquisition of Mannesmann. In Wealth Creation in the
World’s Largest Mergers and Acquisitions (pp. 17-29). Springer, Cham.
Kumar, B.R., 2019. Vodafone AirTouch Merger. In Wealth Creation in the World’s Largest
Mergers and Acquisitions (pp. 203-209). Springer, Cham.
Kwadade-Cudjoe, F., Enoch, Y.H. and Bunmi, A.A., 2019. Effect of Cyber Security on
Networks Operations (A case study of Vodafone Ghana). Archives of Business
Research. 7(6). pp.16-32.
Favia, M. J. and Welliver, M., 2019. To Master Something, Teach It: An Innovation for a
Sales Management Course. Journal of Instructional Pedagogies. 22.

Malek, S. L., Sarin, S. and Jaworski, B. J., 2018. Sales management control systems: review,
synthesis, and directions for future exploration. Journal of Personal Selling & Sales
Management. 38(1). pp.30-55.
Schrock, W.A. and et.al., 2018. On the nature of international sales and sales management
research: a social network–analytic perspective. Journal of Personal Selling & Sales
Management. 38(1). pp.56-77.
Sayed, A.F., Shahid, M.K. and Ahmad, S.F., 2020. Adoption of Mobile Payment Application
and Its Impact on Business. In Impact of Mobile Payment Applications and Transfers on
Business (pp. 253-269). IGI Global.
Wirtz, B.W., 2019. B2C Digital Business Models: Connection. In Digital Business
Models (pp. 137-152). Springer, Cham.
Anderson, R. E. and et.al., 2020. Provenance, evolution, and transition of personal selling and
sales management to strategic marketing channel management. Journal of Marketing
Channels. 26(1). pp.28-42.
Favia, M. J. and Welliver, M., 2019. To Master Something, Teach It: An Innovation for a
Sales Management Course. Journal of Instructional Pedagogies. 22.
Malek, S. L., Sarin, S. and Jaworski, B. J., 2018. Sales management control systems: review,
synthesis, and directions for future exploration. Journal of Personal Selling & Sales
Management. 38(1). pp.30-55.
Schrock, W.A. and et.al., 2018. On the nature of international sales and sales management
research: a social network–analytic perspective. Journal of Personal Selling & Sales
Management. 38(1). pp.56-77.
Online
Vodafone Announces New Organisational Structure. 2019. [Online]. Available through:
<https://www-origin3-vp.vodafone.com/content/index/media/vodafone-group-releases/
2010/new_structure.html#>.

What is sales strategy., 2019. [Online]. Available through:<
https://www.hubspot.com/sales/sales-strategy>.