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Sales Support Structure

Discuss about the Configuring Sales Support Structure.

According to Arndt and Harkins (2013), sales support refers to activities carried out by the management to enable sales representatives make sales and close deals. These functions may differ per sales team, industry, and company. Sales support services can be offered by productivity tools, outsourcing teams, hired associates, and in extreme circumstances by sales representatives. It provides mechanisms through which sales representatives use to close deals.

For Khalifa Gift Collection, there will be two types of sales support, tools, and helpers. There will be people, documents, and tools that the company will avail for the sales team to use. For example, sales support helpers will perform the following functions; active market communication, customer services, product training, and lead generation.

Active market communications will entail public outreach strategies like press releases, paid advertising, and online promotions. The market awareness campaign will enable the sales team to make significant sales for the company since the market shall have been aware of the brand. Additionally, customer services and product training will help sales representatives have adequate knowledge to sell the gift collection. Moreover, informed customers about the brand will easily make a buying decision for the product when they are aware of its benefits. This is only viable through product training. Customer service will also help answer questions about the brand to enhance customer satisfaction.

On the other hand, sales support tools include software and documents that will help sales representatives make sales. Sales documents will include brochures, presentations, or videos that explains the benefit of the product. For example, developing frequently asked questions on our website will help customers meet their needs even without getting into contact with sales representatives. Other software will include computer-aided designs and pre-programmed calculators to smoothen sales activities for Khalifa Gift Collection.

Territory allocation is the process of assigning a geographical area or a group of consumers to a particular salesperson (Adusei, Tenkorang, & Tweneboah-Koduah, 2016). For example, the main territory for Khalifa Gift Collection will be Abu Dhabi City where the headquarters will be based. For the company to realize its sales objectives, the management will open shops in different territories and will be managed by territory managers. These areas have potential and present consumers of our gift collection.

The main objective for allocating territories to managers is to save time and expenses of doing business, compete easily in this growing and competitive market, supervise and control over the sales force, and to hold territory managers responsible for sales and services they offer to our esteemed customers.

Territory Allocation

Moreover, allocating territories to the manager will benefit Khalifa Gift Collection in the following ways;

  1. Avoiding duplication of sales effort as well as ensuring adequate market coverage.
  2. The demarcated territories will enable the company carry out a quicker market survey if there is a need.
  • Territory allocation will help nurture a better relationship between the business and customers as managers will only sell in their respective geographical area.
  1. Khalifa Gift Collection management will easily identify underperforming areas as well as identify inefficient managers.
  2. Allocation of territories will increase competition among the sales representatives to achieve the set target to outdo other areas for bonuses. As such, the rate of stock turnover of the company will increase hence sustainable revenue.
  3. It will enable quick coverage of the entire target market for Khalifa Gift Collection and thus reach more customers.
  • Khalifa Gift Collection will easily compare the performance of different managers, identify weaknesses and strengths of the various markets, and adjust at the right time.
  • Targets are expectations that business take into consideration before engaging in business (Yakovleva, 2017). Khalifa Gift Collection shop and retail distribution targets middle to upper class in the United Arab Emirates (UAE). For instance, targets include; target market and sales target.

In an open market, consumers are constantly looking for independent retailers who can offer them the home feeling by offering personalized shopping experiences. Moreover, most consumers often get deprived of the luxury to shop for their preferred items and thus looking for stores that offer services and products that match their value and quality. In this regard, the company is seeking to meet the requirements of this market segment. For example, Khalifa Gift Collection is targeting both male and female customers who are between 20 – 50 years, family oriented, value-conscious, quality conscious, homeowners, and educated individuals. The business shall attract these customers by offering uncommon and unique product selection

Sales of gift items are usually seasonal. They sell most during special giving occasions or holidays. For example, items like collectible dolls and accessories, cards have more demand when children and students are graduating from one level of education to the other. Moreover, during festive seasons, sales go up. As such, Khalifa Gift Collection expects sales to reach $70,300 in the first year, $80,000 in the second year, and $90,500 in the third year for gifts and $68,750, $77,345, and $89,790 respectively for dolls and accessories for our main shop in Abu Dhabi City.

Furthermore, each and every distributor will have his or her target depending on the market dynamics of those geographical locations. Intrinsically, targets will be different in every location. In addition, targets will be set and Khalifa Gift Collection will expect the distributors to increase sales revenue in subsequent years as projected by management.

Strategies and tactics are techniques for pushing sales volume for the businesses (Yakovleva, 2017). Khalifa Gift Collection will use different unique marketing strategies and sales tactics.

The business shall focus its marketing efforts on advertising on televisions, print media, online platforms, and billboards. We shall endeavor to increase consumer awareness by retaining the existing customers by promoting sales through newsletter mailings and seasonal postcard. The intention of mailing will be to announce holiday specials or special events during the year where the business shall pitch discounted products. Moreover, these events will help the company sell slow-moving products and vendor special promotions. This strategy means that Khalifa Gift Collection will center its marketing resources around personal sales in a friendly atmosphere to maximize customer service and sales promotion through displays in the events. Besides, Khalifa Gift Collection will offer coupons to customers during these events, which will encourage them to shop at our outlets later on.Khalifa Gift Collection will approach sales on a salesperson-customer relationship basis. Besides, the company will qualify leads before sales representatives which will help cut costs as well as enable better collaboration and communication. The company will endeavor to help customers using a personal approach. For example, the business will gather key information from the customer and seek performance feedback on the services and products offered. These feedbacks will help Khalifa Gift Collection in the following ways;

  1. Increasing awareness of the company's products within the retail consumer marketplace.
  2. Develop products and services to enhance shopping experiences for our customers.
  • Develop merchandising formats and product offers that will the business increase sales.
  1. Target the company's marketing efforts more effectively.
  2. Developing future sales opportunities that will encourage business growth and expansion to other territories.

According to Hudson (2018), a calendar is a tool that shows merchandising efforts, media campaigns, and marketing events efforts are happening where and when. The marketing calendar has the power and ability to coordinate, communicate, and measure performance. An example is at the appendix section.  As such, it is a tool for planning for the whole team, sale representatives, and distributors to align and plan for the best results. Lack of adequate planning and inventory often derail execution of marketing strategies and sales tactics by the management. Therefore, a calendar will help Khalifa Gift Collection in the following ways;

Effective communication is key to success for any organization. When the management drafts a calendar at the beginning of the year, then all the stakeholders will be aware what is expected of them and thus have a basis for measuring their performance. Moreover, posting the calendar to everyone is a great idea of getting them focused on the organizational goals.

A calendar enables easier coordination between the operations and the sales team. It shows the specific items which are supposed to be used in carrying out specific tasks. As such, it minimizes misunderstanding when carrying out marketing for the products of the company. It forms a basis for measuring the plans against what has been achieved by both distributors and sales team.

Growth in sales over the years is achievable when Khalifa Gift Collection will plan its activities early enough. For example, planning adequately for peak seasons, holidays and festive seasons shall help compare performance between the current and the previous year. As such, having a marketing calendar makes sure that the company maximizes its revenue during these occasions. Intrinsically, a marketing calendar helps measure and compare the performance of different outlets and years.

References

Arndt, A. D., & Harkins, J. (2013). A framework for configuring sales support structure. Journal of Business & Industrial Marketing, 28(5), 432-443.

Adusei, C., Tenkorang, C., & Tweneboah-Koduah, I. (2016). Sales Territory Management and Distributor Performance in the Telecommunications Industry in Ghana. Expert Journal           of Marketing, 4(2).

Hudson, M. (2018). Learn How a Marketing Calendar Increases Retail Sales. The balance. Retrieved on April 13, 2018 from: https://www.thebalance.com/marketing-calendar-            2890201

Yakovleva, Y. (2017). Effective Business Planning: Case Study: Company X.

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