Unit 39: Sales Management

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Contents
Introduction ..................................................................................................................................... 4

Task 1-Presentation......................................................................................................................... 5

P1. Explain the key principles of sales management in relation to the importance of sales
planning, methods of selling and sales reporting. ....................................................................... 5

P2. Evaluate the benefits of sales structures and how they are organised, using specific
organisational examples. ........................................................................................................... 11

P3.Explain the importance and the advantages of the concept of ‘selling through others. ....... 13

M1. Evaluate how principles of sales management will be different in response to consumer and
business buying behaviour. ....................................................................................................... 16

M2. Critically evaluate the implementation of different types of sales structures using specific
organisational examples (e.g. geographic, marketing, product sales). ...................................... 18

D1. Produce a coherent, fully justified critical evaluation based upon a comprehensive
understanding of sales management, structure and selling techniques within an organisational
context. ...................................................................................................................................... 19

Task 2-Individual written report ................................................................................................... 23

Introduction ................................................................................................................................... 23

LO3 Analyze and apply the principles of successful selling. ....................................................... 24

P4.Analyse the key principles and techniques for successful selling and how they contribute to
building and managing customer relationships in application to specific organisational
examples. ................................................................................................................................... 24

M3. Critically analyse the application of successful selling principles and techniques in
application to specific organisational examples. ....................................................................... 26

D1. Produce a coherent, fully justified critical evaluation based upon a comprehensive
understanding of sales management, structure and selling techniques within an organisational
context. ...................................................................................................................................... 27

LO4 Explain the importance of developing sales strategies that yield the highest profitability .. 28

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 P5. Explain the importance of developing sales strategies that yield highest profitability and
incorporating account management within sales structures ...................................................... 28

Sale Strategies to increase profitability ..................................................................................... 28

M4. Evaluate how core finance principles and successful portfolio management can lead to
increased profitability and competitive edge. ........................................................................... 30

D1. Critically evaluate and make recommendations on how sales structures and approaches can
improve financial viability. ....................................................................................................... 31

Conclusion .................................................................................................................................... 32

References ..................................................................................................................................... 33

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Introduction
This is the report which is detailing the sales management of the UK based Marks and Spencer
Shopping Company. In this report, there is detailed discussed related to the principles which are
applied by the sales manager in order to improve the successful selling of the products among the
clients. There is also discussion related to key principles and techniques that are contributing
towards the successful management of the customer relationships within the Marks and Spencer
Company. This report also focused on the development of the sales strategies by the sales manager
with the motive to increase the profitability and also incorporate account management by using
the sale structures. Overall this report is focusing on the sales management by specifying how the
sales of the company can be improved with the development of the proper strategies and techniques
that will be helpful in improving sales with the growing competition in the market.

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Task 1-Presentation

P1. Explain the key principles of sales management in relation to the importance of sales
planning, methods of selling and sales reporting.

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The history of Marks and Spencer’s organisation is a lead market in 1884. The product line of the
company includes clothing, food production, financial services, Beauty products, Home and
furniture items at online platform. The philosophy of owner Thomas Spencer is to provide product
at low and reasonable costs with good customer reviews.

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The mission of Marks and Spencer organisation is to provide best quality products along with
customer experience. The mission of this organisation to deliver good quality products along with
good value for money. It requires to fulfil the demand of consumer using social revolution with
better time management.

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Customer perception includes Quality, Service, Ethics, Rules and regulation, guidelines,
innovation and trust. Sales management includes increasing sales and markets shares in retailing.
It acquires contribution in market by delivering quality to freshers. Eco plan organises world most
sustainable major retailer.

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Corporate strategies consists of supply chain management and information technology department
that determines the status of product manufacturing to delivering with proper customer supports.
Supply chain management includes storage and delivery facilities and site planning to deliver
product in international markets.

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P2. Evaluate the benefits of sales structures and how they are organised, using specific
organisational examples.

Management Plan summary for a organisation involves pre-planning and processing steps to
increase the sales and demands. It creates the management plan for representing past and future
sales. It develops the product line management to increases the business profits (Smyth &
Whitefield, 2017).

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Pestle analysis of an organisation includes Political factors, Economic factors, Social factors,
Technological factors, Legal terms and Environmental aspects. These factors represents the
liberalization, privatisation, and globalisation of new start-ups to rise in market trends. The pestle
analysis of the organisation search and derive alternative methods for enhancing business.

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P3.Explain the importance and the advantages of the concept of ‘selling through others.

Strategic priorities are the preferences are to be set to run a business successfully. Food growth
sales of Marks & Spencer defines the availability of choices of food material at local stores (Skurka
et al., 2018). GM Gross Margin improvement refers to better buying processes and renewing old
processes. Strong cash generation is way that applies to supply chain initiatives with less capital
expenditure.

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If you have a limited number of customers, you may deal with them directly, but if your company
grows, you will find it difficult to reach a larger, wider customer base simply by increasing the
size of your sales force.

Reach: Using an established distribution network, you can extend your regional purchases quickly
and easily.

Customers: To purchase the type of product you offer, you have instant access to a group of
customers and prospects visiting retail stores. You may be able to negotiate with a distributor in
certain situations to store only your type of product and not your rivals.

Selling: To motivate distributors to sell your product, you need to provide retail sales team brand
development along with a marketing stimulus program and promotional support content. You do
not have direct control over the interaction with the final customer as the equivalent of an
additional marketing team if you sell through a distribution network. You depend on the retailer
to provide the right amount of service for consumers to continue buying your items.

Marketing: You can increase the advertising budget by running joint promotions with retailers.
Marketing campaigns in retail outlets, educating clients and prospects, helping to get the business
into the market and selling more goods.

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Centralization is a process of identifying challenges and providing associated solutions to business
or an organisation. Challenges includes human resources to store basis and no shared learning
whereas solution approach relates to HR responsibilities with dedicated human resource
management hubs (Modern, 2018).

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M1. Evaluate how principles of sales management will be different in response to consumer
and business buying behavior.

Organisation structure defines the business structure on which organisation is stabled. It apples in
introducing new business opportunities to make additional profits and price commodity. This
structure enhances employ empowerment by reduction threats and risks in competitive era.
Profitable organisation structure provides positive client feedbacks.

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Change management refers to the variation occurs in reproducibility in business according to
changing market trends. These strategies helps in adopting new rules to become stable in market
changes or to remove barriers by planning system (Howarth & Greenwood, 2018).

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M2. Critically evaluate the implementation of different types of sales structures using specific
organizational examples (e.g. geographic, marketing, product sales).

The management policies emphasises the critical need of changes. Policies sets new guidelines for
all departments working with an organisation (Greene, 2018).

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D1. Produce a coherent, fully justified critical evaluation based upon a comprehensive
understanding of sales management, structure and selling techniques within an
organizational context.

The term business strategy refers to the strategically emolliences that creates values and transforms
business to market trends and provides a direction to lead into the market. These strategies are
required to adopt the organisational changes according to market trend. It helps in assessing the
equal opportunities policies.

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The above slide concludes that for succeeding the current complex and pace environment, it is
important to have a comprehensive sales management.

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Task 2-Individual written report

Introduction
Marks & Spencer which is also known as M& S is the leading clothing company which aims to
sell high-quality clothing products, food products, and home products. Being a sales manager for
this company in this report there will be a discussion related to detail about the B2B sales
management by detailing about the key principles and techniques related to the successful selling
of the company products, also the analysis of all such techniques and principles is done by detailing
about the customer relationship management.

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LO3 Analyze and apply the principles of successful selling.

P4.Analyse the key principles and techniques for successful selling and how they contribute
to building and managing customer relationships in application to specific organizational
examples.
It is really important for every business to realize that patterns and changes related to sale keep on
changing with the time and being a sales manager it is important to develop and apply sales related
principles that will be helpful in improving the sales of the company and this will also be helpful
in building better customer relationships in the Marks & Spencer company. Given below are the
basic principles of selling:

• Selling is about relationships: It is really important to build a relationship with the buyer in
this world of growing competition. The ability to maintain better relationships is very
important which includes the development of the rapport, identification of the needs, building
the trust among the customers, providing them with additional values and also making sure
that genuine interest to the customers is provided. So, selling the company product is not only
the sole purpose but it is very important to develop a relationship with the customers (Rashid,
2016).
• The sale should be based on the problem of customers: It is really important for the business
to identify the problem of the customer and finding out the reason behind buying or not buying
of the company product. The main key to the success of sale includes identifying the pain
which is being experienced by the buyer and what the buying decision buyer is going through
while buying the product.
• Value and price must go hand in hand: It is natural that every business will be having the
competition and with the change in the product features, the price of the product will also
change. It is very important for the sales manager to make sure that the value of the product
should be developed as per the price of the product.
• To win, it is important to listen: The selling principle involves an important selling which is
there are “2 Ears and 1 mouth”. It is really important to listen to customers in order to maintain
the relationship which can be done by identification of the real problems and the pains which
buyers are facing. The good listeners are proven to be the best sellers which will also be helpful
in improving the progress of sale (Qu et al. 2016).

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• Developing an understanding of technology: It is really important to realize when the
technology must be changed with the changing requirements of the organization. The
technological tools like CRM (customer relationship management), electronic applications and
software are some of the examples related to the technology which are helpful in improving
the sales functions and this technology is also capable of transforming the tangible form of
data into visually appealing presentations.

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M3. Critically analyze the application of successful selling principles and techniques in
application to specific organizational examples.
Selling Principles for Building Customer Relationship Management

CRM or Customer Relationship Management is software that will be helpful in acquiring the data
related to customers by specifying which data is important and how the staff can easily access the
data stored whenever required. The selling principles are developed with the aim to develop better
CRM for which it is important for the Marks and Spencer Company to develop the techniques that
will be helpful in building the customer relationship that is detailed below:

• Listen to Customers: It is really important for the sales department to listen to customers and
provide them with the chance to say and by paying attention to their problem and by asking
them with the questions is a good way to communicate with the customers. This will be helpful
in gaining knowledge about the customers and serve them with better product or services.
• Use the social media tool for discovering interest: Social media is the strong tool these days
if used wisely and this is the platform which brings the buyers and sellers at the same point
where the communication within the buyers and sellers can be done. This will be helpful in the
identification of the interest of the customers and also their experience can be shared (Ward
2016).
• Seek Feedback: It is really important to get feedback from the customers in order to know
about the client’s view related to product or services. This will be helpful in making
adjustments in the current product as per the feedback provided by the customers.

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D1. Produce a coherent, fully justified critical evaluation based upon a comprehensive
understanding of sales management, structure and selling techniques within an
organisational context.
• Maintenance of relationship: It is really important for the company to be in touch with the
customers even after the sale is over because this will be helpful in making the customers feel
really special and congratulating them on special events will also be a good way to
communicate. The customers can also be informed about the new updates and features related
to the products like for Marks and Spencer customers can be informed by the special discounts
and new product line through text messages and emails.
• Patience: Developing sales relationship is something which cannot be done overnight. It is
really important to be patient that can be done by developing a strong relationship with the
clients and make sure that clients are not pushed to develop a relationship, otherwise this
situation will scare them out and it will create a problem for the company.
• Make conversation with customers, not sale pitches: Make sure that customers don’t feel
that you are pushing them to buy the product, keep the conversations casuals during the initial
phase and once the relationship with the customer falls in place, it will automatically lead to
improving the sales naturally (Hum et al. 2016).

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LO4 Explain the importance of developing sales strategies that yield the highest profitability

P5. Explain the importance of developing sales strategies that yield highest profitability and
incorporating account management within sales structures
The sales strategies should be developed by keeping in mind that these strategies will be providing
the high profitability to the company for which strategies framed by the sales department play a
very important role because with the implementation of the sale strategy the acquirement about
the new customers is done which will be helpful in expanding the relationship with the customers
and this expanded relationship will eventually be helpful in increasing the product sell and other
related services. Sales are usually considered as the lifeblood of the business that is helpful in
developing better communication with the customers for which it is really important to develop
the sales strategy and this strategy is developed with the motive to attract maximum customers.
Basically, the sale strategy is helpful in development of the path for the business that will be helpful
in making sure that better vision is developed and this vision will be helpful in detailing the
objectives and make sure that the goals of the organizations are well met by specifying the sale
strategy (So et al. 2016).

Sale Strategies to increase profitability

There are multiple ways by which the profitability of the company can be improved by keeping in
mind the sales strategies. These ways involve:

• Focusing on the valuable customers: It is important to identify the customers which are
valuable for the business because it is important to prioritize the customers in case there is the
bulk of sales, this can be done by identifying the demographic.
• Trends should be capitalized: It is important for the business organization to capitalize on
the trends because with the fluctuations in consumer preferences and trends. It is important the
consumers should be provided with the up to date information and also appropriate actions
must be taken at the initial level.
• Strive for the retention of customers: Generation of the leads is really important for the
growth of the business. The fail in the retention of the customers will affect the sale of the
company badly. Therefore, it is important to develop proper strategies to retain valuable
customers because once the customers are lost; it is quite difficult to maintain it again.

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• Demographics must be known in advance: It is really important for the company or the
organization to be well aware of the demographics or population because, on the basis of the
demographics marketing campaigns, company culture and products are developed. This is
done in advance to know the preferences of the customers and make sure that the loyalty of
the customers is well achieved initially.

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M4. Evaluate how core finance principles and successful portfolio management can lead to
increased profitability and a competitive edge.
These are some of the sale strategies that can be implemented by the company to improve its sales
by keeping in mind to improve the financial stability and profitability of the company. It is also
helpful in managing sale structures by managing account management (Paesbrugghe et al. 2017).

Incorporating Account Management within Sales Structures

Account Management or the key account management which is basically focusing on building the
long term beneficial partnership along with the customers, for which there is a requirement of
conducting in-depth research and assessment that will be helpful in identification of the
opportunities related to the customers. This will be helpful in the identification of problems within
the customers and provide all the possible solution to these problems.

Sale program is basically focusing on the short term sales but strategic management is focusing on
the acquisition of the customers by developing deeper relationships with the customers with the
time. Basically, the strategic sale is something which is focusing on the future of sales by keeping
in mind the profitability and success of the organization (Bosnjak 2018).

Accounts Management and Sales Strategy

For any sale strategy, it is quite crucial that transformation in relationship with the existing
customers is done that will lead to much more profit and it will also be helpful in making the
predictions related to the new business. The account management involves practices that will be
helpful in the development of the better sale:

• Designation of the client as a strategic account: It is important for the business organization
to identify the customers who are valuable for the company and are generating a high amount
of revenue for the company. This will be helpful in improving the marketing and the resources
will also be used in a profitable manner (Einav et al. 2015).
• Selection of Strategic Account Manager: It is important that strategic account manager must
be chosen wisely by making sure that strategy developed by him is not aggressive and the
strategy proposed should be in the best interest of the customers.

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D1. Critically evaluate and make recommendations on how sales structures and approaches
can improve financial viability.
Following are the recommendations that can be used for improving the financial viability:

• Players must be known within the strategic account: there should be the development of
the account plan that will be helpful in identification of the players and how the performance
of these players will influence the need related to the solution.
• Building dependency: It is important to develop dependencies through various channels like
technological dependence, system integration, channel partnership, and financing.
• Providing insight into the client's business: Better insight must be developed that will create
an opportunity for the client business that will be helpful in saving money, managing risk and
save money. This will be helpful in mitigation of competition, and reduction in price
sensitivity.
• Validation of plan: It is important to make sure that plan is validated by identifying the
resources required and these resources will be helpful in achieving growth and this will also
be helpful in generation of revenue from the strategic accounts (Baumgartner et al. 2016).

Given above is the sales strategy which is developed with the aim to meet the objectives of the
business by making sure that long term sales are done by keeping in mind the future sales.

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Conclusion
With the detailed discussion about the sale management specifying strategies and techniques, it is
quite clear that retention of the customers is really important for the business growth and success.
These sale principles and techniques are developed with the aim to improve the profitability and
account management within the structure of the sales. With the growing fast paced sales
environment it is important for the business organizations to realize that they need to come up with
better sale strategies and plans which will be helpful in improving the sales of the company by
keeping in mind the needs and requirements of the company. This report is detailing the basics
related to B2B sales management that is focusing on the Marks and Spencer Company dealing
with the clothing products. At last, this report is also detailing the incorporation of account
management within the structure of the sale management.

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References
• Rashid, M.D., 2016. Perception of Employee’s about the Human Resource Management
Practices (Talent Management) in Marks and Spencer in Waterloo, London(Doctoral
dissertation, University of East London).
• Qu, M., Yu, S., Chen, D., Chu, J. and Tian, B., 2016. State-of-the-art of design, evaluation,
and operation methodologies in product service systems. Computers in industry, 77, pp.1-14.
• Ward, J., 2016. Keeping the family business healthy: How to plan for continuing growth,
profitability, and family leadership. Springer.
• Hum, S., Rasmussen, A.N., Chambergo, A.J.E., Grossman, T.J., Lim, U.A. and Baldwin, R.M.,
Facebook Inc, 2016. Device, Method, and Graphical User Interface for Managing Customer
Relationships using a Lightweight Messaging Platform. U.S. Patent Application 14/558,680.
• So, K.K.F., King, C., Sparks, B.A. and Wang, Y., 2016. Enhancing customer relationships
with retail service brands: The role of customer engagement. Journal of Service
Management, 27(2), pp.170-193.
• So, K.K.F., King, C., Sparks, B.A. and Wang, Y., 2016. The role of customer engagement in
building consumer loyalty to tourism brands. Journal of Travel Research, 55(1), pp.64-78.
• Paesbrugghe, B., Rangarajan, D., Sharma, A., Syam, N. and Jha, S., 2017. Purchasing-driven
sales: Matching sales strategies to the evolution of the purchasing function. Industrial
Marketing Management, 62, pp.171-184.
• Bosnjak, M., 2018. Know your perceived expertise!: how to foster future sales strategies with
stakeholder co-creation by the example of complex products (Doctoral dissertation).
• Baumgartner, T., Hatami, H. and De Uster, M.V., 2016. Sales Growth: Five Proven Strategies
from the World's Sales Leaders. John Wiley & Sons.
• Einav, L., Kuchler, T., Levin, J. and Sundaresan, N., 2015. Assessing sale strategies in online
markets using matched listings. American Economic Journal: Microeconomics, 7(2), pp.215-
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