MARKETING TRAVEL HOSPITALITY Chapter 17 Personal Selling and

MARKETING & TRAVEL HOSPITALITY Chapter 17 Personal Selling and Sales Management Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved.

MARKETING & TRAVEL HOSPITALITY Definition of Personal Selling Involves oral conversations, either by telephone or face-to-face, between salespersons and prospective customers Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved.

MARKETING & TRAVEL HOSPITALITY Three Categories of Personal Selling 1. 1. 2. 2. Field sales Telephone sales 3. 3. Inside sales Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved.

MARKETING & TRAVEL HOSPITALITY Five Major Personal Selling Strategies 1. Stimulus response or canned sales 2. 3. 4. 5. presentations Mental states strategy Formula selling Need-satisfaction approach Problem-solving approach Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved.

MARKETING & TRAVEL HOSPITALITY Steps in the Sales Process 1. Prospecting and qualifying prospective 2. 3. 4. 5. 6. customers Preplanning prior to sales calls Presenting and demonstrating services Handling objections and questions Closing the sale Following up after closing the sale Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved.

MARKETING & TRAVEL HOSPITALITY Figure 17. 6 The sales process. Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved.

MARKETING & TRAVEL HOSPITALITY Seven Possible Strategies for Closing Sales 1. Trial closes 2. Assumptive close 3. Summary or summary-of-the-benefits close 4. Special concession close Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved.

MARKETING & TRAVEL HOSPITALITY Seven Possible Strategies for Closing Sales (continued) 1. 5. Eliminating-the-single-objection or final-concern close 2. 6. Limited-choice close 3. 7. Direct-appeal close Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved.

MARKETING & TRAVEL HOSPITALITY Definition of Sales Management The management of the sales force and personal selling efforts to achieve desired sales objectives Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved.

MARKETING & TRAVEL HOSPITALITY Contents of the Sales Plan a. Sales objectives b. Sales activities c. Sales budget Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved.

MARKETING & TRAVEL HOSPITALITY Four Characteristics of Personal Selling in Hospitality and Travel a. Importance of personal selling varies b. Inside selling closely related to service levels c. No generally accepted qualifications for industry sales positions d. Importance of missionary sales work Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved.