Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G Chapter 17 Personal Selling and Sales Management

Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G 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. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G Three Categories of Personal Selling 1.Field sales 2.Telephone sales 3.Inside sales

Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G Five Major Personal Selling Strategies 1. Stimulus response or canned sales presentations 2. Mental states strategy 3. Formula selling 4. Need-satisfaction approach 5. Problem-solving approach

Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G Steps in the Sales Process 1. Prospecting and qualifying prospective customers 2. Preplanning prior to sales calls 3. Presenting and demonstrating services 4. Handling objections and questions 5. Closing the sale 6. Following up after closing the sale

Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G Figure 17.6 The sales process.

Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G 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. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G 5.Eliminating-the-single-objection or final-concern close 6.Limited-choice close 7.Direct-appeal close Seven Possible Strategies for Closing Sales (continued)

Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G 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. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G 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. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G 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