Sales Planning. Strategies and Management

Research Paper (undergraduate) 2019 17 Pages

Business economics - Business Management, Corporate Governance



Part 1
1.1 How personal selling supports the promotion mix
1.2 Comparison of buyer behaviour and the decision-making process in different situations
1.3 Analysis of the role of sales teams within the marketing strategy

Part 2 – Presentation
2.1 Prepare sales presentation for a product or service
2.2 Carry out sales presentation for a product or service

Part 3
3.1 How sales strategies are developed in line with corporate objectives
3.2 Importance of recruitment and selection procedures
3.3 Role of motivation, remuneration and training in sales management
3.4 How sales management organise sales activity and control sales output
3.5 Use of databases in effective sales management

Part 4
4.1 Sales plan for a product or service
4.2 Opportunities for selling internationally
4.3 Opportunities for using exhibitions or trade fairs


Part 1

1.1 How personal selling supports the promotion mix

AIDA (Attention, Interest, Desire, and Action) is a concept used to illustrate how customers reach the decision to purchase a specific product (Jobber and Lancaster 2012). It is one of the founding principles of most present-day advertising and marketing. Marketers require to attract the attention of consumers, raise the interest if consumers, convince consumers that they want and desire the product, and leads consumers toward taking action by buying the product or service. It is through the promotional mix that a business can use several promotional tools to create, maintain and increase the demand for products and services (Fill 2013). Promotional mix consist of personal selling, advertising, public relations and sales promotion. In the scenario in this assignment, advertising is better for generating awareness and receiving the customer's attention; thus, making the potential outcome of a sale easier. It is the most effective way of marketing a product. Raising awareness is only the initial phase in convincing consumers to purchase and use the product. The company can use advertising to create a preference for the product over its rivals.

Personal selling has an essential role in the promotional mix. Personal selling by way of effective demonstration and communication can generate a desire and interest in the consumer to purchase the product. In fact, information regarding new products can be provided through the personal selling. It is through personal selling that the company can establish a strong customer relationship management which minimizes the cost of advertisement and promotion in the long run (Baines et al. 2013). Besides, personal selling enables customers to have better alternatives to their requirements. Experiencia can highly use personal selling to identify the diverse requirements of new targeted customers in the international market. However, the consumers' behaviour and purchasing decisions rely on the salesperson abilities further allowing the company to gain a competitive edge. Experiencia's personal selling approach should be more customer-oriented and associated with methods used for catering the collective requirements of both customers and the brand (Jobber and Lancaster 2012).

Promotion of sales is also appropriate when consumers are at the buying phase of the decision making. The company can set a price that is affordable to make the consumer take the ultimate decision of buying the product. In particular, during festive seasons, the company can provide discounts, coupons and payback offer for improving the sale within particular period. Through sales promotion, the key emphasis of Experiencia is on expanding its operations by involving both the current and new consumers.

1.2 Comparison of buyer behaviour and the decision-making process in different situations

Buyer's behaviour is subject to various aspects such as social factors, cultural factors or economic factors. Both customer behaviour of making a decision along with these factors is effective in changing the marketing strategies. It is worth noting that the buyer's decision to purchase a product differs in various markets. Buyer behaviour in the B2B market tends to be more rational, more task-oriented, and less emotional (Jobber and Lancaster 2012). On the other hand, buyers in the consumer market tend to look for particular product features that will lead to quality, efficiency and productivity. Basically, the buyer in B2B market purchases with respect to the benefits of the product or services. When the specification of a particular product or services matches the requirements of the buyer, they can make a decision to purchase it. The buyer in the customer market tends to consider the products based on the quality and cost. Unlike in B2B market, purchase decisions in consumer marker are driven by wanting more than the benefit.

Specific needs are related to both buyers in the B2B market and consumer market. By identifying the consumer need, it is very easy to influence those customers towards making a purchase decision and make them feel as regards to the outcome of their decision. As Kotler and Armstrong (2013) assert, anything which simplifies their daily activities, business process or enhances convenience can easily attract a customer in any type of market. In the B2B market, the buyer purchases the products or services in different sizes and amounts, expecting a benefit from that buying. This is opposite in the consumer market, where the salesperson has to use various promotional approaches to increase the needs of the buyers in purchasing the products or services. Through advertising and sales promotion, the buyers in consumer markets can be influenced to make their purchasing decisions (Jobber and Lancaster 2012). These forms of the promotional mix can attract the customer to purchase the product of Experiencia. The purchasers in the B2B market can be approached with improved measures through business consultations and effective deals as they are regarded as the permanent buyers. Most buyers in the business market purchase a product with an aim to get a reliable supplier. In this case, the suppliers with most efficient products as well as reasonable price are preferred for the purchase.

1.3 Analysis of the role of sales teams within the marketing strategy

Every company has marketing strategies where sales teams play a fundamental role. Sales team involves professionals who are in charge of selling the products and services. They are enthusiastic, creative and intelligent individuals who can be able to influence customers to buy the products and services provided in the market. It is the responsibility of sales team to increase sales and attracts more customers to purchase the products of the company. In fact, the responsibilities are connected to the customers and their requirements. The sales team help in linking the organization with the market through information on the changes in the market such as shifts in consumer preferences and new innovations from rivals (Kotler and Armstrong 2013). The team conducts a marketing research to understand the present market position of the business and assess the performance of the product or service in the market. This creates and increases the demand for the product. Once the sales team recognize the trends in the current market, they prepare the sales plan for the company and also utilize the available resources to execute the plan. The sales plan is connected with the marketing strategy in order to achieve a better competitive advantage.

In the scenario, the corporate objectives of the sales team include selling more products and increasing the customer base or market share. Certainly, the sales team can be involved in the introduction and distribution of a new product in the market. It is the duty of the Experiencia sales team to promote the product and attract more customers to purchase it in the global market. Personal selling can be a very much significant tool to enhance the functions of the sales team as regards to the marketing strategy (Jobber and Lancaster 2012). They can explain the usages and benefits of the new product or service to the customers. Within the growth phase, the sales personnel can use different promotional strategies to maintain the speedy growth of the market. The sales team has more roles and duties as the market competition intensify. During the maturity stage, the sales team have to experience various problems while promoting the products in the target market. They have to apply innovative strategies that can enable the company to have a competitive advantage in the market. Consequently, the sales team support the company to develop a visionary plan for addressing future challenges as the market share expand.

Part 2 – Presentation

2.1 Prepare sales presentation for a product or service

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Companies with an effective selling process outperform their competitors. Sales process must be appropriately defined and documented. It is important that the company consider the expected actions, activities and behaviours. Consumers are different; hence, the company cannot sell the product in a similar way to everyone in the market. Even though the product may be new, the priorities and motivation for change may be different. The company can use the customer relationship management database to identify the interests of the customers in the market. However, it is essential to consider that the sale process affects the company reputation as well as the product itself. When starting the sales process, the sales persons must include all the significant aspects that appropriately represent the company. Establish the connection between the customer and the company.

The features and benefits of the product must be linked. Features are collective, but benefits are specific and personal. In this case, when illustrating the new product or service in the market, the salesperson should outline the benefits as in line with the features. Jobber and Lancaster (2012) argue that it is imperative to link the features to benefits and to outcomes based on the specific prospective customer. If the outcome is expected to be promising, then the sales personnel need to discover the prospective customer desires and personalize the benefits to them. In fact, for a sales process to be effective, one must consider emotions and desires of customers while approaching, engaging and dealing with them. A good salesperson realizes that purchasers buy solutions and outcomes, rather than the products or services themselves (Kotler and Armstrong 2013). This means that the selling process must incorporate the particular factors of the product or service that will generate the customer's anticipated outcome. The aspects should be very precise and understandable.



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The University of Maryland
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Title: Sales Planning. Strategies and Management