Learning Objectives: Chapter 17Personal Selling and Sales Management1. Define personal selling.2. Explain the roles of personal selling.3. List the three categories of personalselling.4. Describe five major personal sellingstrategies.5. Explain the steps in the sales process.6. Describe the seven possiblestrategies for closing sales.
Learning Objectives: Chapter 17Personal Selling and Sales Management7. Define sales management andexplain its functions.8. Describe the characteristics of thesuccessful salesperson.9. Describe the contents and role of thesales plan.10.Explain the four characteristics ofpersonal selling in the hospitality andtravel industry.
Definition of Personal SellingPersonal selling involves oralconversations, either by telephone orface-to-face, between salespersons andprospective customers.
Roles of Personal Sellinga. Identifying decision makers, decisionprocesses, and qualified buyersb. Promoting to corporate, travel trade,and other groupsc. Generating increased sales at the pointof purchased. Providing detailed and up-to-dateinformation to the travel tradee. Maintaining a personal relationship withkey clientsf. Gathering information on competitors’promotions
Three Categories of PersonalSellinga. Field salesb. Telephone salesc. Inside sales
Five Major Personal SellingStrategies1. Stimulus response2. Mental states3. Formula4. Need satisfaction5. Problem solving
Steps in the Sales Process1. Prospecting and qualifying prospectivecustomers: Blind prospecting Cold calling or canvassing Sales blitz Lead prospecting2. Preplanning prior to sales calls: Pre-approach The approach
Steps in the Sales Process3. Presenting and demonstratingservices: Sales presentation Demonstration4. Handling objections and questions: Restate the objection “Agree and neutralize” tactic
Steps in the Sales Process5. Closing the sale. Verbal closing clues Non-verbal closing clues6. Following up after closing the sale.
Seven Possible Strategies forClosing Sales1. Trial closes2. Assumptive close3. Summary or summary-of-the-benefitsclose4. Special concession close5. Eliminating-the-single-objection orfinal-concern close6. Limited-choice close7. Direct-appeal close
Definition of Sales ManagementSales management is the management ofthe sales force and personal sellingefforts to achieve desired salesobjectives.
Functions of Sales Managementa. Sales-force staffing and operationsb. Sales planningc. Sales performance evaluation
Characteristics of theSuccessful Salespersona. Sales aptitude: The extent of anindividual’s ability to perform a givensales job, consisting of mentalabilities and personality traits.b. Skill levels: Skills obtained in personalcommunication and knowledge ofservices, obtained through salestraining and previous sales andoperational experience.
Characteristics of theSuccessful Salespersonc. Personal characteristics:Demographic profile, psychographicand lifestyle characteristics, physicalappearance and traits.
Contents of the Sales Plana. Sales objectivesb. Sales activitiesc. Sales budget
Roles of the Sales Plana. Preparing sales forecastsb. Developing sales departmentbudgetsc. Assigning sales territories andquotas
Four Characteristics of PersonalSelling in Hospitality and Travela. Importance of personal selling variesb. Inside selling closely related toservice levelsc. No generally accepted qualificationsfor industry sales positionsd. Importance of missionary sales work