SALES PLANNING AND OPERATIONS

Please either conduct the assignment below based on your own form or on the scenario below: As an advisor to an expanding small company moving from simply B2B sales

into B2C who are needing to form a sales force to cope with increasing demand. Prepare a sales briefing paper & presentation on the following issues (give examples to

illustrate your answer where possible):

PART ONE (Briefing Paper)

Task One (1.2) Using a product of your choice compare the differences between buyer behaviour in the B2B organizational market & the consumer market in terms of

customer decision making units & processes highlighting any key differences – give examples where possible.

Task Two (1.1) Outline how the sales team can help support other elements of the marketing communications mix whilst out in the field such as assisting with any

current advertising, sales promotion or PR campaigns

Task Three (1.3/3.1) Explain the role of a sales force to the firm’s management including an analysis of the sales team contribution to the overall marketing strategy

& corporate objectives of the firm (you might include here for example a research role out in the field, prospecting, closing sales, etc whilst relating this to some

possible corporate objectives)

PART TWO (Presentation) (2.1, 2.2, 3.4, 3.5)
Please prepare a PowerPoint presentation (suggested 5-7 slides – to be all saved in “multiple slides per page” format so can be saved on DOC extension) for the new

appointees & the sales manager the first part of which should be on the principles & best practice of the selling process covering such issues as negotiating, handling

& pre-empting objections, closing the sale & the value of customer database management relationship marketing.

The second element of the presentation primarily aimed at the new sales manager should cover the methods of organising a sales force (territory design, call frequency,

customer size, etc) referring to the appropriateness of any particular method & finally some detail on the importance & in managing an effective sales team

PART THREE (Briefing Paper) (3.2, 3.3)
In terms of recruiting the right people to the sales team highlight what you consider to be the key skills & attributes of an effective sales team member & provide an

evaluation of how that individual might be motivated to achieve target whilst working for the firm considering any appropriate theories & techniques

PART FOUR (Briefing Paper) (4.1, 4.2, 4.3)
The firm wants to develop sales abroad beyond its current on-off sales via a single contact. Suggest a sales plan for the firm as it develops & wants to enter foreign

markets from the use of agents abroad to establishing a sales team & any cultural issues they might face (see the work of Geert Hofstede for some ideas here)

Finally provide an evaluative appraisal of the value of exhibitions & trade fairs for the firm as part of its promotional strategy in moving operations into the

international market. Are they useful? How? What are the issues for consideration?

Student Guidelines
1. You should write this assignment as a briefing paper/sales plan so you do not need numbered paragraphs, etc but you should have an introduction & section headings

for example
2. You should use diagrams and tables of figures where appropriate ensuring to reference their source.
3. Ensure that you reference your work fully & include a bibliography using the Harvard referencing system. For a higher grade than a Pass it is expected that

substantial research is evident
4. It is advised that you write your paper within approximately 3500/4000 words in order for your research and summarising skills to be developed, and for effective

time management. However, you are required to ensure that the assignment meets all of the learning outcomes and there is no penalty for being over the suggested word

count. Excessive word counts may be asked to be reduced before marking.
5. Each unit will be graded as a Pass, Merit or Distinction. A Pass is awarded for the achievement of all outcomes against the specified assessment criteria based

mostly on DESCRIPTIVE content, Merit and Distinction grades are awarded for higher-level achievement which includes degrees of CRITICAL THINKING, ANALYSIS & EVALUATION

these are higher level skills that you should work on over the period of your course
6. PLEASE ENSURE THAT YOU CHECK YOUR FINAL WORK AGAINST THE ASSESSMENT CRITERIA ON THE NEXT PAGE FOR COMPLETENESS – YOU MUST HAVE ADDRESSED EACH OF THE PASS ASSESSMENT

CRITERIA TO ACHIEVE THE MODULE

Recommended Additional Reading

BPP (2010) Business Essentials. Marketing & Sales Strategy: ISBN: 9780751790443 (Printed Text) 9780751791600 (eBook) (see www.bpp.com)

Jobber D and Lancaster G (2009) Selling and Sales Management (FT/Prentice Hall) Johns T (1999) Perfect Customer Care: All You Need to Get It Right (Random House)

Miller W (2009) ProActive Sales Management: How to Lead, Motivate, and Stay Ahead of the Game (Amacom)

Assessment Criteria for Pass
To achieve a pass you must meet all of the assessment criteria as stated below. Failure to cover all of the assessment criteria will result in a referral grade and you

be required to re-submit your assignment.

Learning Outcomes/Criteria Met
Descriptive content will dominate at this level but attempts should be made at analysis
LO 1: Understand the role of personal selling within the overall marketing strategy
1.1 explain how personal selling supports the promotion mix
1.2 compare buyer behaviour and the decision making
1.3 analyse the role of sales teams within marketing strategy
LO 2: Be able to apply the principle in the selling process to a product or service
2.1 prepare a sales presentation for a product or service
2.2 carry out sales presentations for a product or service
LO 3: Understand the role and objectives of sales management
3.1 explain how sales strategies are developed in line with corporate objectives
3.2 explain the importance of recruitment and selection procedures
3.3 evaluate the role of motivation, remuneration and training in sales management
3.4 explain how sales management organise sales activity and control sales output
3.5 explain the use of databases in effective sales management
LO 4: Be able to plan sales activity for a product or service
4.1 develop a sales plan for a product or service
4.2 investigate opportunities for selling internationally
4.3 investigate opportunities for using exhibitions or trade fairs.

Assessment Criteria for Merit
To achieve a Merit all of the Pass criteria need to be met, then the tutor will assess whether you have met the Merit Criteria. Each of the Merit criteria must have

been met at least once within the assignment.
submission)
The following statements are examples of how a merit may be achieved, if
you do meet the Merit Criteria by showing you have reached this level in
other ways then credit will be awarded for this. You will need to meet M1,
M2, M3 at least once.
Application & analysis will be evident at this level
?    relevant theories have been applied & are evident throughout the work such as an understanding & application buyer behaviour models in task 1
?    An appropriate balance of theory & practice is evident throughout demonstrating strong analysis. This should include the use of real-life examples
M1
?    a range of sources of information used in addition to that provided on the RDI learning materials site such as appropriate websites & texts
?    complex information has been synthesised and analysed such as the relevance of the identified such as the role of the sales force in differing situations
M2
?    an appropriate style has been adopted which is free from major grammatical error
?    logical and coherent arguments have been presented such the roles of motivation & training, databases, etc & these demonstrate good understanding ?    technical

sales & marketing terminology & language has been accurately used,
demonstrating understanding ? Comprehensive referencing of sources is evident in the work
M3

Assessment Criteria for Distinction
To achieve a Distinction you have met all of the Pass and the Merit
criteria. Each of the Distinction criteria must be met at least once within
the assignment.
The following statements are examples of how a Distinction may be
achieved, if you do meet the Distinction Criteria by showing you have
reached this level in other ways then credit will be awarded for this. You
will need to meet D1,D2,D3 at least once.
Analysis, evaluation & synthesis will be evident at this level
?    realistic suggestions have been proposed for example in terms of how to motivate a sales force through training or organise a sales team
D1
?    autonomy/independence demonstrated for example in your research into different sales strategies
?    Assignment is completed fully to deadline
D2
? Ideas are evaluated for their validity & realism in the context of the organisation including any recommendations you have made for example in recruitment &

selection capacity for innovation and creative thought has been used for example in generating new ideas to improve the sales process & motivating employees & in the

PowerPoint presentation slides

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