The market sales planning operations assignment report will discuss in detail about the sales planning and the operations required performing the sales in a perfect a manner. The report will discuss in detail about the sales planning and importance of personal selling in a promotional mix (Kotler, & Armstrong, 2013). The report will throw light on sales management and sales process which marketing management needs to take in order to achieve the target effectively.
Personal selling is a form of selling where employees of the business which manage product development or services supports comes face to face with the potential customer and sell the product in the best possible manner (Kotler, & Armstrong, 2013). The product or service can be pitched and promoted through various ways and angles where the sales man can use his or her appearance, attitude and also the unique product features to sell the product or services.
Promotion mix is part of marketing mix which is mainly defined as 4 Ps. Promotion is very important aspect of any business where organisations with the help of different organisations try to sell the product to the customer by creating the awareness and curiosity about the product (Albers et al, 2010). The one is very significant element which helps in achieving the goal and objective of the business. Promotion mix consist of sales advertising and promotion, public relations and personal selling etc.
Personal selling is a big part of promotion mix. It is a process of persuading the customer to buy the product and for this other elements of promotional mix will be used to convince and pitch the product in the best manner (Albers et al, 2010). Personal selling may also include sales presentations, sales meetings and many more. It can be face to face and telephonic also. Personal selling supports promotional mix in a big way where the manager gets the chance to get the direct feedback from the customer which can help them to change the promotional mix if in case, there is any flaws in the process. Also personal selling is can help the organisation to create an image of the product an organisation in the mind of the customer which can be very helpful in the long run. The sales man who conducts this personal selling process is a man who takes the product in the general public which can be a big success in promotional mix.
Buying behaviour of the customer plays a very big role in the decision making process of a customer (Sheth, 2011). There are basically five stages through which a customer undergo which making a decision.
Any customer who is making some decisions regarding the purchasing of any product goes through this process or model (Sheth, 2011). This model is also very crucial for the marketing manager because it can help him in achieving the goal more efficiently because the he can now understand the whole buying process easily and can influence the choices of the customers.
During any purchase the consumer’s crosses all the stages mentioned in the diagram. Although when it comes to routine purchase decision like buying grocery or daily routine items, people usually miss the few steps and after recognizing the need they directly jump to looking for alternatives and then taking decisions (Sheth, 2011). But in case when the customer has make purchase which require them to be more proactive in gathering the information and then customer usually follows the whole process from recognising the needs to collecting information, checking the alternatives, purchase and post-purchase experience.
Different situation demands different amount of information of the product and different attention from the customer. Buying behaviour is completely different when the customer has to buy a small thing like milk for home. In this case, the customer never borrows to collect information as every customer has a specific demand and need. So the consumer directly jumps to purchase (Sheth, 2011). But as the price of the product rises, the buying behaviour changes and they usually start spending time in collecting information and checking the alternatives.
The sales team of any organisation plays a very important role in the business of the organisation. It has an immense influence on the overall profitability of the organisation and the maximum contributions come from their side. It is very important for the organisation to analyse the role sales team and then define the responsibility clearly in order to achieve the success (Blocker et al, 2012). Therefore, when a marketing manager define the marketing strategy of the business, the role defined for the sales team is the most crucial decision and the team needs to set the targets which can be met effectively and within time limit. Following are the role of sales team in marketing strategy: -
Sale strategies are formulated as per the objective set by the organisation and there are lot of activities organisation need to undergo to meet the objective on time.
Corporate objectives are the statement which is mainly developed to give direction to the activities of the organisation in order to achieve the mission (Ingram et al, 2012). So many terms like mission, vision, objective and goals tend to confuse the main objective of the firm. Corporate objective basically helps in clearing the mind of the management and getting the idea of the main objective which can define the clear targets to meet on time. Sales business strategy is planned strategies which clearly defines the prospective customers and the methods to attract them. It also includes formation of policies, identification of prospective customers, sales presentation and order generation which will lead to achievement of sales targets (Ingram et al, 2012). Following are the sales strategies which are developed in line with corporate objectives: -
Recruitment and selection process is the most crucial and important process for any organisation. At the same time it is also a costly process which is not very easy to execute. When organisation select right people for the right job, train them to achieve the best results and motivate them in correct way, then these employees not only help in achieving the best results but also would like to stay with the organisation for a long period of time (Armstrong & Taylor, 2014). The company can have the best technology and equipment in the world but they do not have the right people who will utilise those resources to achieve the desired result then it will be of no use. Following are the point which explains why effective recruitment and selection procedure is important all across the world: -
Employees can be motivated by different methods like effective and proper job design which suits the capabilities of the employees, proper and equitable compensation, and the proper treatment of the employees since they are also stakeholders of the company (Johnston & Marshall, 2013). Following are the points which can be used to motivate, remunerate and train the sales employees: -
There are basically two activities which can be used to coordinate and control the sales which are known as sales output control and language. Sales output control is entered in the sales document sometimes automatically and sometimes manually. As far as automatic recording and determination is concerned, it is important that output condition records are maintained (Simons, 2013). Sales output can also be controlled using the market condition which can be determined by using foundation of sale documents which also includes maintain billing type, sales order, delivery and type of sales order. The standard format which is used everywhere is sales order which is referred as OR, bill which can be called as F2 and delivery which is commonly known as LF and all these terms are put under standard output which is known as V100000.
Another important point here is output control which can be done by EDI, Fax and like print. The time of sending the output is spontaneous or sometime it also go in batch to the functions of the business partner to whom it can be send. Language is another important criterion where output conditions are maintained and also controlled for automatic output determination (Simons, 2013). Language is crucial points which tend to offer flexibility of completely changing the control in documents.
Database help in maintaining the record of the customer and it help in keeping the tap of the customer activities (Feldman et al, 2014). Maintenance of database helps the manager to manage the large sales team and also ensure that the business grows and prospers. Following are the advantages of maintain the database: -
Explore solution of Unit 4 Personal and Professional Development
Sales plan can be defined using following steps in detail: -
Following the opportunities for selling internationally: -
Trade fair and exhibition is generally organised for people who are interested in that specific industry and also it can be an amazing way to advertise and exhibit the product among the target market (Gopalakrishna & Lilien, 2012). Exhibition opens the gate for the larger audience and gives a perfect platform for the business to promote the product or service on the wider base and increasing their knowledge about the product. Exhibition also gives an opportunity for business to business trading and also has an effective database of the customer.
The report have discussed about the sales planning and understanding the sales process in order to get the clear idea of the importance of sales planning and operations.
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