Marketing for Hospitality and Tourism

Kotler, Bowen and Makens

Professional Sales
Chapter 15

Learning Objectives
1. Explain the role and nature of personal selling and the
role of the sales force.
2. Describe the basics of managing the sales force, and
explain how to set sales force strategy, how to pick a
structureterritorial, product, customer, or complex
and how to ensure that sales force size is appropriate.
3. Identify the key issues in recruiting, selecting,
training, and compensating salespeople.

Marketing for Hospitality and Tourism, 6e

Kotler, Bowen and Makens

2014 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 All Rights Reserved

Learning Objectives (cont.)

4. Discuss supervising salespeople, including directing,
motivation, and evaluating performance.
5. Apply the principles of the personal selling process, and
outline the steps in the selling process: qualifying,
preapproach and approach, presentation and
demonstration, handling objections, closing, and
follow-up.

Marketing for Hospitality and Tourism, 6e

Kotler, Bowen and Makens

2014 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 All Rights Reserved

Managing Professional Sales

Nature of Hospitality Sales
Sales Force Objectives
Sales Force Structure and Size
Organizing the Sales Department
Recruiting and Training a Professional Sales
Force
Managing the Sales Force

Marketing for Hospitality and Tourism, 6e

Kotler, Bowen and Makens

2014 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 All Rights Reserved

Nature of Hospitality Sales

Prospecting

Targeting

Servicing

Communicating

Information
Gathering

Marketing for Hospitality and Tourism, 6e

Kotler, Bowen and Makens

Allocating

Selling

Maintaining
Strategic
Partnerships

2014 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 All Rights Reserved

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Sales Force Objectives

Sales Force
Objectives
g

Marketing for Hospitality and Tourism, 6e

Kotler, Bowen and Makens

2014 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 All Rights Reserved

Sales Volume

Selected
Segments

Marketing for Hospitality and Tourism, 6e

Kotler, Bowen and Makens

Sales
Volume

Price /
Margin
Mix

2014 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 All Rights Reserved

Sales Force Structure

Territorial
Market Segment
Market Channel
Customer Structured
Combination Structured
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens

2014 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 All Rights Reserved

Sales Force Size

Group
Group
Customers
Customers
into
into Size
Size
Classes
Classes

Establish
Establish
Desirable
Desirable Call
Call
Frequencies
Frequencies

Determine
Determine the
the
Average
Average Sales
Sales
Calls
Calls per
per
Representative
Representative

Marketing for Hospitality and Tourism, 6e

Kotler, Bowen and Makens

Calculate
Calculate the
the
Total
Total
Workload
Workload

Calculate
Calculate the
the
Number
Number of
of Sales
Sales
Representatives
Representatives
Needed
Needed

2014 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 All Rights Reserved

Organizing the Sales Department

Inside Sales
Force

Technical
Support

Sales
Assistants

Field Sales
Force

Telemarketers

Commissioned
Reps

Salaried Sales
Force

Team Sales

Marketing for Hospitality and Tourism, 6e

Kotler, Bowen and Makens

2014 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 All Rights Reserved

Recruiting and Training a

Professional Sales Force
Importance of Careful Selection
Choose Characteristics that Match the Culture
Match Career Acquisitions with Corporate
Objectives
Train the Sales Force

Marketing for Hospitality and Tourism, 6e

Kotler, Bowen and Makens

2014 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 All Rights Reserved

Types of Sales Force Training

Product/
Service

Types of
Sales
Force
Training

Policies,
Procedures
& Planning

Sales
Techniques

Marketing for Hospitality and Tourism, 6e

Kotler, Bowen and Makens

2014 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 All Rights Reserved

Managing the Sales Force

Prevent
Prevent
Erosion
Erosion of
of
Key
Key Accounts
Accounts

Eliminate
Eliminate
Selected
Selected
Marginal
Marginal
Accounts
Accounts

Marketing for Hospitality and Tourism, 6e

Kotler, Bowen and Makens

Grow
Grow Key
Key
Accounts
Accounts

Provide
Provide LowerLowerCost
Cost Sales
Sales Support
Support
to
to Selected
Selected
Marginal
Marginal Accounts
Accounts

Grow
Grow
Selected
Selected
Marginal
Marginal
Accounts
Accounts

Obtain
Obtain New
New
Business
Business from
from
Selected
Selected
Prospects
Prospects

2014 by Pearson Higher Education, Inc

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Principles of Personal Selling

Prospecting
&
Qualifying

Preapproach

Negotiating

Overcoming
Objections

Marketing for Hospitality and Tourism, 6e

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Approach

Presentation
&
Demonstration

Closing

Follow-Up/
Maintenance

2014 by Pearson Higher Education, Inc

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Motivating a Professional Sales Force

Compensation

Marketing for Hospitality and Tourism, 6e

Kotler, Bowen and Makens

Motivatin
g a Sales
Force

Supplementar
y Motivators

2014 by Pearson Higher Education, Inc

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Evaluation and Control of a

Professional Sales Force
Set Sales Quotas
Develop Norms for Salespeople
Use Sales Time Efficiently
Manage Trade Shows
Other Control Techniques
Formally Evaluate Performance
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens

2014 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 All Rights Reserved

Key Terms
Allocating Sales representatives

Selling Sales representatives know

decide on which customers to allocate

scarce products to.

the art of salesmanship: approaching,

presenting, answering objections, and
closing sales.

Communicating Sales
representatives communicate
information about the companys
products and services.
Information gathering Sales
representatives conduct market
research and intelligence work and fill
in a call report.
Prospecting The process of
searching for new accounts.

Marketing for Hospitality and Tourism, 6e

Kotler, Bowen and Makens

Servicing Sales representatives

provide various services to the
customers: consulting on their
problems, rendering technical
assistance, arranging financing, and
expediting delivery.
Targeting Sales representatives
decide how to allocate their scarce time
among prospects and customers.

2014 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 All Rights Reserved