ch16ProfessionalSales(营销管理,菲利普·科特勒教材)创新.ppt

“Good listeners generally make more sales than good talkers”-B.C. Holwick Chapter Objectives Explain the role and nature of personal selling and the role of the sales force Describe the basics of managing the sales force Identify the key issues in recruiting, selecting, training, and compensating salespeople Chapter Objectives Discuss supervising salespeople, including directing, motivation, and evaluating performance Apply the principles of personal selling process, and outline the steps in the selling process Hospitality IndustrySales Positions Deliverer Order-taker or Customer Service Representative Missionary – create goodwill and educate users on the product or service Technician Demand Creator Nature of Hospitality Sales Prospecting – locating and cultivating new customers Targeting – allocating scarce time among prospects and customers Communicating – providing information about the company’s products and services Selling – knowing the art of salesmanship Nature of Hospitality Sales Servicing – consulting on problems and providing technical assistance Information gathering – conduct market research and intelligence work Allocating – deciding which customers to allocate scarce products to during product shortages Sales-Force Objectives Objectives ensure that corporate goals are met Goals include revenue, market share, and improving corporate image among others Objectives assist sales force members to plan and execute their personal sales programs Sales-Force Objectives Must be customer designed annually for each company Established to support corporate goals as well as marketing and sales objectives Annual objectives may change in the event of natural and other disasters Achieving Sales-Force Objectives Sales Volume Upselling and Second Chance Selling Market Share or Market Penetration Product-Specific Objectives Sales Volume Common hospitality sales volume measures include: Occupancy, passenger miles and total covers Sales volume by selected se