LO1 Demonstrate an understanding of the principles of sales management

Submission Format

This submission will be in the form of an individual report. The recommended length of this submission is 4000–5000 words, although you will not be penalised for exceeding 5000 words.

Where appropriate, learning theory and additional research must be used, and referenced according to the Harvard Referencing system. The work must include a bibliography for all referenced work using the Harvard referencing system.        

Unit Learning Outcomes

LO1 Demonstrate an understanding of the principles of sales management

LO2 Evaluate the relative merits of how sales structures are organised, and recognise the importance of ’selling through others’

LO3 Analyse and apply principles of successful selling

LO4 Demonstrate an understanding of the finance of selling

Assignment Brief and Guidance

Scenario and Activity.

You are a sales manager of your chosen company and an opportunity to be promoted to senior management has arisen. There is competition for this prestigious post so the directors have requested each applicant to produce a report to demonstrate their knowledge and understanding of the important areas as mentioned below.

Within the report you must explain the key principles of sales management, especially in relation to the significance of sales planning, methods of selling, and sales reporting. It is important that the chosen company has B2C and B2B elements.Futhermore, provide an evaluation of how these principles of sales management will vary in response to consumer and business buying behaviour.

Next is to consider the sales structure of the chosen company explaining with examples of direct sales and selling through others, how they reach their market which must include a critical evaluation of implementation of the sales structures such as by product, market and geography. Moreover, make sure that you have highlighted the importance and advantages of “selling through others”.  

In todays competitive sales environment it is critical for B2C & B2B sectors to build and manage customer relationships. By examining your company and the competition in that sector, critically analyse the key principles and techniques used for effective selling and repeat business. With the support of examples, explain how such techniques facilitate customer relationship management.  

Of course all successful sales organisations have a sales strategy. To appease the directors and improve your chance to being promoted you must explain how you will make the company more profitable, show the importance of developing sales strategies, incorporating account management, and how this fits in within the sales structures.

Some organisations use their methods of finance to build a successful customer portfolio. By evaluating these for your company show how these give you a competitive edge and therefore more profit. Finally to get the promotion critically evaluate what you have learned so far and make recommendations to the directors on how the company’s sales structure could be changed to improve the business.

You will need to choose a company the has a B2B department to complete this module. You can choose from one of the following industries. You must get your lecturers approval first.

1. A mobile phone provider – EE, Vodafone, Virgin

2. An airline – BA, Lufthansa, Emirates

3. A car manufacturer - Ford, Vauxhall, VW

4. A bank – Lloyds, Barclay’s, HSBC

5. An office equipment company- Xerox, Dell, Ryman’s

6. Delivery companies such as DHL and UPS

7. Fitness companies such as David Lloyd and Fitness First