Copyright © 2006 Thomson Delmar Learning All Rights Reserved Selling Hospitality Chapter 18 The Future of Hospitality Sales: A Situational World
Copyright © 2006 Thomson Delmar Learning All Rights Reserved Customer Value Customers buy value, not simply the satisfaction of needs. Traditionally, value can be offered in three forms: –comparable quality at a comparable price –superior quality at a premium price –low quality at a low price Value can also be added as a part of the consultative sales process.
Copyright © 2006 Thomson Delmar Learning All Rights Reserved The Creation of Value Product/service = actual offering + way it is bought/sold x influence of reputation and support of the product/service
Copyright © 2006 Thomson Delmar Learning All Rights Reserved Three Approaches to Selling Transactional selling—if price is the principal issue for the buyer, firms that can reduce their cost of sales (Internet) gain strategic advantage. Consultative selling—is best for complex purchasing decisions where buyer perceives value in seller’s problem-solving capabilities. Alliance selling—involves long-term partnerships, single sourcing, sharing core capabilities.
Copyright © 2006 Thomson Delmar Learning All Rights Reserved Situational Power Differences Needs and Alternatives Matrix Alternatives Needs High Low Many Few
Copyright © 2006 Thomson Delmar Learning All Rights Reserved The Future Hospitality sales professionals today are venturing into a rapidly changing environment. However, sales and marketing are still about segmentation, needs identification, value creation, and the delivery of the promise that we make to the customer. The salesperson who takes a broader view of the creation and exchange of value will be successful in either domain. Technology will play an enormous role in any sales approach. But technology will never replace the salesperson’s ability to establish trust with customers, respond to subtle cues, anticipate customer needs, provide personalized service, nurture ongoing relationships, and create profitable new business strategies in partnership with customers.
Copyright © 2006 Thomson Delmar Learning All Rights Reserved Quiz 6 November 20 (noon) to 22 (8:55 a.m.) Three questions, chapter 15 Three questions, chapter 16 Two questions, chapter 17 Two questions, chapter 18
Copyright © 2006 Thomson Delmar Learning All Rights Reserved Quiz 6 April 17 to 21 Four questions, chapter 16 Three questions, chapter 17 Three questions, chapter 18 December 3, 5:30 p.m.—Final December 17 (noon)—Projects due