Tourism & Hospitality Marketing Tamer Zakaria, HR Consultant Instructor of Hospitality Management Faculty Member of the American Hotel & Lodging Educational Institute

Lec.10 Communication Mix (Sales, Sales Promotion, and Merchandising) Tourism & Hospitality Marketing Tamer Zakaria 2

Outlines Part 1- Sales Basic Definitions. The Responsibilities of Sales Executive. The Selling Process. Sales Force Structure. Part 2- Sales Promotion & Merchandising The Role of Sales Promotion. Sales Promotion Types & Tools. Merchandising. Sales Promotion & Merchandising Objectives. Tourism & Hospitality Marketing Tamer Zakaria 3

Part 1 Sales Tourism & Hospitality Marketing Tamer Zakaria 4

Basic Definitions Personal Selling is the direct contact of a salesperson with businesses or guests to sell tourism and hospitality products and services. Sales Management is the management of both sales administration and the sales force. Salesmanship is the ability of sales personnel to influence buying decisions. Tourism & Hospitality Marketing Tamer Zakaria 5

The Responsibilities of Sales Executive Calling on current customers. Identifying qualified customers. Contacting new prospects. Gathering information. Supplying information. Handling complaints. Conducting demonstrations. Providing customer service. Maintain relations. Tourism & Hospitality Marketing Tamer Zakaria 6

Continued Keeping track of competitors & their promotional activities. Preparing reports. Making the actual sale. Tourism & Hospitality Marketing Tamer Zakaria 7

The Selling Process Prospecting and qualifying customers. Planning sales calls. Making sales presentations. Meeting objections. Closing sales. Following up. Tourism & Hospitality Marketing Tamer Zakaria 8

Sales Force Structure Territorial-structured sales force. Product-structured sales force. Market-structured sales force. Customer-structured sales force. Combination-structured sales force. Tourism & Hospitality Marketing Tamer Zakaria 9

Part 2 Sales Promotion & Merchandising Tourism & Hospitality Marketing Tamer Zakaria 10

The Role of Sales Promotion Sales Promotion is usually defined as short-term incentives used for a limited period of time to stimulate customers to purchase products and services. Tourism & Hospitality Marketing Tamer Zakaria 11

Sales Promotion Types & Tools Contests. Couponing. Bonus offers. Build promotions. Events. Sweepstakes. Refunds/rebates. On pack/in pack. Premiums. Sampling. Tourism & Hospitality Marketing Tamer Zakaria 12

Continued Trial offers. Price reductions. Tie-ins. Cooperative. Ego/recognition. Give-aways. Tourism & Hospitality Marketing Tamer Zakaria 13

Merchandising Merchandising – activities that market tourism and hospitality products and services to guests once they are on the premises. Tourism & Hospitality Marketing Tamer Zakaria 14

Sales Promotion & Merchandising Objectives Increasing sales in slow periods or off seasons. Generating sales during special events. Getting customers to try new offerings. Gaining the cooperation of intermediaries. Assisting sales executives. Generating new business. Creating guest awareness. Winning customers from competitors. Countering competitors actions. Tourism & Hospitality Marketing Tamer Zakaria 15