Marketing for Hospitality and Tourism Seventh Edition CHAPTER

Learning Objectives 1. Explain the role and nature of personal selling and the role

Learning Objectives (cont. ) 3. Identify the key issues in recruiting, selecting, training, and

Learning Objectives (cont. ) 5. Apply the principles of the personal selling process, and

Managing Professional Sales Nature of Hospitality Sales Force Objectives Sales Force Structure and Size

Nature of Hospitality Sales Prospecting Targeting Communicating Servicing Information Gathering Marketing for Hospitality ICD-10

Sales Force Objectives Marketing for Hospitality ICD-10 -CM/PCS Coding: A and Map Tourism, to

Sales Volume Marketing for Hospitality ICD-10 -CM/PCS Coding: A and Map Tourism, to Success

Sales Force Structure Territorial Market Segment Market Channel Customer Structured Combination Structured Marketing for

Sales Force Size Group Customers into Size Classes Establish Desirable Call Frequencies Determine the

Organizing the Sales Department Inside Sales Force Techni cal Suppor t Sales Assista nts

Recruiting and Training a Professional Sales Force Importance of Careful Selection Choose Characteristics that

Types of Sales Force Training Marketing for Hospitality ICD-10 -CM/PCS Coding: A and Map

Managing the Sales Force Prevent Erosion of Key Accounts Eliminate Selected Marginal Accounts Grow

Principles of Personal Selling Prospecting & Qualifying Preapproach Negotiating Overcoming Objections Marketing for Hospitality

Motivating a Professional Sales Force Motivating a Sales Force Marketing for Hospitality ICD-10 -CM/PCS

Evaluation and Control of a Professional Sales Force Set Sales Quotas Develop Norms for

Social Selling • Ultimately, social selling technologies are helping to make sales forces more:

Social Selling (cont. ) • However social selling is not without its drawbacks. –

Key Terms • Allocating – Sales representatives decide on which customers to allocate scarce

Key Terms (cont. ) • Closing – The sales step in which a salesperson

Key Terms (cont. ) • Follow-up – The sales step in which the salesperson

Key Terms (cont. ) • Information gathering – Sales representatives conduct market research and

Key Terms (cont. ) • Presentation – The sales step in which the sales

Key Terms (cont. ) • Selling – Sales representatives know the art of salesmanship:

Key Terms (cont. ) • Social Selling – The use of online, mobile, and

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Marketing for Hospitality and Tourism Seventh Edition CHAPTER 15 Professional Sales Marketing for Hospitality ICD-10 -CM/PCS Coding: A and Map Tourism, to Success 7 e Lorraine. Bowen, Kotler, M. Papazian-Boyce Makens, Baloglu Copyright © 2017, 2014, 2010, 2006 by Pearson Education, Inc. All Rights Reserved

Learning Objectives 1. Explain the role and nature of personal selling and the role of the sales force. 2. Describe the basics of managing the sales force, and explain how to set sales force strategy, how to pick a structure—territorial, product, customer, or complex—and how to ensure that sales force size is appropriate. Marketing for Hospitality ICD-10 -CM/PCS Coding: A and Map Tourism, to Success 7 e Lorraine. Bowen, Kotler, M. Papazian-Boyce Makens, Baloglu Copyright © 2017, 2014, 2010, 2006 by Pearson Education, Inc. All Rights Reserved

Learning Objectives (cont. ) 3. Identify the key issues in recruiting, selecting, training, and compensating salespeople. 4. Discuss supervising salespeople, including directing, motivation, and evaluating performance. Marketing for Hospitality ICD-10 -CM/PCS Coding: A and Map Tourism, to Success 7 e Lorraine. Bowen, Kotler, M. Papazian-Boyce Makens, Baloglu Copyright © 2017, 2014, 2010, 2006 by Pearson Education, Inc. All Rights Reserved

Learning Objectives (cont. ) 5. Apply the principles of the personal selling process, and outline the steps in the selling process: prospecting and qualifying, preapproach and approach, presentation and demonstration, negotiation, overcoming objections, closing, and follow-up. Marketing for Hospitality ICD-10 -CM/PCS Coding: A and Map Tourism, to Success 7 e Lorraine. Bowen, Kotler, M. Papazian-Boyce Makens, Baloglu Copyright © 2017, 2014, 2010, 2006 by Pearson Education, Inc. All Rights Reserved

Managing Professional Sales Nature of Hospitality Sales Force Objectives Sales Force Structure and Size Organizing the Sales Department Recruiting and Training a Professional Sales Force Managing the Sales Force Marketing for Hospitality ICD-10 -CM/PCS Coding: A and Map Tourism, to Success 7 e Lorraine. Bowen, Kotler, M. Papazian-Boyce Makens, Baloglu Copyright © 2017, 2014, 2010, 2006 by Pearson Education, Inc. All Rights Reserved

Nature of Hospitality Sales Prospecting Targeting Communicating Servicing Information Gathering Marketing for Hospitality ICD-10 -CM/PCS Coding: A and Map Tourism, to Success 7 e Lorraine. Bowen, Kotler, M. Papazian-Boyce Makens, Baloglu Selling Maintaining Allocating Strategic Partnerships Copyright © 2017, 2014, 2010, 2006 by Pearson Education, Inc. All Rights Reserved

Sales Force Objectives Marketing for Hospitality ICD-10 -CM/PCS Coding: A and Map Tourism, to Success 7 e Lorraine. Bowen, Kotler, M. Papazian-Boyce Makens, Baloglu Copyright © 2017, 2014, 2010, 2006 by Pearson Education, Inc. All Rights Reserved

Sales Volume Marketing for Hospitality ICD-10 -CM/PCS Coding: A and Map Tourism, to Success 7 e Lorraine. Bowen, Kotler, M. Papazian-Boyce Makens, Baloglu Copyright © 2017, 2014, 2010, 2006 by Pearson Education, Inc. All Rights Reserved

Sales Force Structure Territorial Market Segment Market Channel Customer Structured Combination Structured Marketing for Hospitality ICD-10 -CM/PCS Coding: A and Map Tourism, to Success 7 e Lorraine. Bowen, Kotler, M. Papazian-Boyce Makens, Baloglu Copyright © 2017, 2014, 2010, 2006 by Pearson Education, Inc. All Rights Reserved

Sales Force Size Group Customers into Size Classes Establish Desirable Call Frequencies Determine the Average Sales Calls per Representative Marketing for Hospitality ICD-10 -CM/PCS Coding: A and Map Tourism, to Success 7 e Lorraine. Bowen, Kotler, M. Papazian-Boyce Makens, Baloglu Calculate the Total Workload Calculate the Number of Sales Representatives Needed Copyright © 2017, 2014, 2010, 2006 by Pearson Education, Inc. All Rights Reserved

Organizing the Sales Department Inside Sales Force Techni cal Suppor t Sales Assista nts Field Sales Force Telemarket ers Commissio ned Reps Salaried Sales Force Team Sales Marketing for Hospitality ICD-10 -CM/PCS Coding: A and Map Tourism, to Success 7 e Lorraine. Bowen, Kotler, M. Papazian-Boyce Makens, Baloglu Copyright © 2017, 2014, 2010, 2006 by Pearson Education, Inc. All Rights Reserved

Recruiting and Training a Professional Sales Force Importance of Careful Selection Choose Characteristics that Match the Culture Match Career Acquisitions with Corporate Objectives Train the Sales Force Marketing for Hospitality ICD-10 -CM/PCS Coding: A and Map Tourism, to Success 7 e Lorraine. Bowen, Kotler, M. Papazian-Boyce Makens, Baloglu Copyright © 2017, 2014, 2010, 2006 by Pearson Education, Inc. All Rights Reserved

Types of Sales Force Training Marketing for Hospitality ICD-10 -CM/PCS Coding: A and Map Tourism, to Success 7 e Lorraine. Bowen, Kotler, M. Papazian-Boyce Makens, Baloglu Copyright © 2017, 2014, 2010, 2006 by Pearson Education, Inc. All Rights Reserved

Managing the Sales Force Prevent Erosion of Key Accounts Eliminate Selected Marginal Accounts Grow Key Accounts Provide Lower. Cost Sales Support to Selected Marginal Accounts Marketing for Hospitality ICD-10 -CM/PCS Coding: A and Map Tourism, to Success 7 e Lorraine. Bowen, Kotler, M. Papazian-Boyce Makens, Baloglu Obtain New Business from Selected Prospects Copyright © 2017, 2014, 2010, 2006 by Pearson Education, Inc. All Rights Reserved

Principles of Personal Selling Prospecting & Qualifying Preapproach Negotiating Overcoming Objections Marketing for Hospitality ICD-10 -CM/PCS Coding: A and Map Tourism, to Success 7 e Lorraine. Bowen, Kotler, M. Papazian-Boyce Makens, Baloglu Approach Presentation & Demonstration Closing Follow-Up/ Maintenance Copyright © 2017, 2014, 2010, 2006 by Pearson Education, Inc. All Rights Reserved

Motivating a Professional Sales Force Motivating a Sales Force Marketing for Hospitality ICD-10 -CM/PCS Coding: A and Map Tourism, to Success 7 e Lorraine. Bowen, Kotler, M. Papazian-Boyce Makens, Baloglu Copyright © 2017, 2014, 2010, 2006 by Pearson Education, Inc. All Rights Reserved

Evaluation and Control of a Professional Sales Force Set Sales Quotas Develop Norms for Salespeople Use Sales Time Efficiently Manage Trade Shows Other Control Techniques Formally Evaluate Performance Marketing for Hospitality ICD-10 -CM/PCS Coding: A and Map Tourism, to Success 7 e Lorraine. Bowen, Kotler, M. Papazian-Boyce Makens, Baloglu Copyright © 2017, 2014, 2010, 2006 by Pearson Education, Inc. All Rights Reserved

Social Selling • Ultimately, social selling technologies are helping to make sales forces more: – Efficient – Cost-effective – Productive Marketing for Hospitality ICD-10 -CM/PCS Coding: A and Map Tourism, to Success 7 e Lorraine. Bowen, Kotler, M. Papazian-Boyce Makens, Baloglu Copyright © 2017, 2014, 2010, 2006 by Pearson Education, Inc. All Rights Reserved

Social Selling (cont. ) • However social selling is not without its drawbacks. – Not cheap – Can intimidate low-tech salespeople – Some features cannot be shown over the Internet • Social selling DOES NOT replace faceto-face selling for major clients. Marketing for Hospitality ICD-10 -CM/PCS Coding: A and Map Tourism, to Success 7 e Lorraine. Bowen, Kotler, M. Papazian-Boyce Makens, Baloglu Copyright © 2017, 2014, 2010, 2006 by Pearson Education, Inc. All Rights Reserved

Key Terms • Allocating – Sales representatives decide on which customers to allocate scarce products to. • Approach – The step in which the salesperson meets the customer for the first time Marketing for Hospitality ICD-10 -CM/PCS Coding: A and Map Tourism, to Success 7 e Lorraine. Bowen, Kotler, M. Papazian-Boyce Makens, Baloglu Copyright © 2017, 2014, 2010, 2006 by Pearson Education, Inc. All Rights Reserved

Key Terms (cont. ) • Closing – The sales step in which a salesperson asks the customer for an order • Communicating – Sales representatives communicate information about the company's products and services. Marketing for Hospitality ICD-10 -CM/PCS Coding: A and Map Tourism, to Success 7 e Lorraine. Bowen, Kotler, M. Papazian-Boyce Makens, Baloglu Copyright © 2017, 2014, 2010, 2006 by Pearson Education, Inc. All Rights Reserved

Key Terms (cont. ) • Follow-up – The sales step in which the salesperson follows up after the sale to ensure customer satisfaction and repeat business • Handling Objections – The sales step in which the salesperson seeks out, clarifies and overcomes any customer objections to buying Marketing for Hospitality ICD-10 -CM/PCS Coding: A and Map Tourism, to Success 7 e Lorraine. Bowen, Kotler, M. Papazian-Boyce Makens, Baloglu Copyright © 2017, 2014, 2010, 2006 by Pearson Education, Inc. All Rights Reserved

Key Terms (cont. ) • Information gathering – Sales representatives conduct market research and intelligence work and fill in a call report. • Preapproach – The step in which the salesperson or company identifies qualified potential applicants Marketing for Hospitality ICD-10 -CM/PCS Coding: A and Map Tourism, to Success 7 e Lorraine. Bowen, Kotler, M. Papazian-Boyce Makens, Baloglu Copyright © 2017, 2014, 2010, 2006 by Pearson Education, Inc. All Rights Reserved

Key Terms (cont. ) • Presentation – The sales step in which the sales persons tells the "value story" to the buyer showing how the company's offer solves the customer's problems • Prospecting – The process of searching for new accounts Marketing for Hospitality ICD-10 -CM/PCS Coding: A and Map Tourism, to Success 7 e Lorraine. Bowen, Kotler, M. Papazian-Boyce Makens, Baloglu Copyright © 2017, 2014, 2010, 2006 by Pearson Education, Inc. All Rights Reserved

Key Terms (cont. ) • Selling – Sales representatives know the art of salesmanship: approaching, presenting, answering objections, and closing sales. • Servicing – Sales representatives provide various services to the customers: consulting on their problems, rendering technical assistance, arranging financing, and expediting delivery. Marketing for Hospitality ICD-10 -CM/PCS Coding: A and Map Tourism, to Success 7 e Lorraine. Bowen, Kotler, M. Papazian-Boyce Makens, Baloglu Copyright © 2017, 2014, 2010, 2006 by Pearson Education, Inc. All Rights Reserved

Key Terms (cont. ) • Social Selling – The use of online, mobile, and social media to engage customers, build stronger customer relation-ships and augment sales performance • Targeting – Sales representatives decide how to allocate their scarce time among prospects and customers. Marketing for Hospitality ICD-10 -CM/PCS Coding: A and Map Tourism, to Success 7 e Lorraine. Bowen, Kotler, M. Papazian-Boyce Makens, Baloglu Copyright © 2017, 2014, 2010, 2006 by Pearson Education, Inc. All Rights Reserved