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Selling Hospitality

Selling Hospitality. Chapter 5 The New World of Selling: Responding to Changing Buyer Perceptions of Value.

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Selling Hospitality

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  1. Selling Hospitality Chapter 5 The New World of Selling:Responding to Changing Buyer Perceptions of Value

  2. In the drama of industrial progress, the spotlight of public attention which has been centered upon the creators of technical products is now being directed upon those who are responsible for the distribution of those products. (Bernard Lester, 1940, p. v; founding member of the American Marketing Association)

  3. Evolution of Personal Selling • Peddler—communicates to the buyer the product’s or service’s unique features. • Sells engineering—E.K. Strong (1922) The Psychology of Selling Life Insurance. • New salesperson—adds value as demanded by the customer.

  4. Matching Buyers’ Perception of Value with Sales Strategy

  5. Matching Buyers’ Perception of Value with Sales Strategy

  6. Selling Process • Discovery—open- versus closed-ended questions • Presentation of features and benefits • Overcoming objections • Closing • Follow-up

  7. Alliances in the News • Delta Air Lines and Swissair form Global Cargo Alliance • Northwest and Continental Airlines form strategic alliance to strengthen their position in a competitive global marketplace. United-Delta consider similar move. • The SABRE Group, ABACUS International Holdings Create Joint Venture to Serve Asia-Pacific Travel Market: 7,300 Travel Agencies to Use Customized SABRE System • ITT Sheraton and Visa U.S.A. Establish Marketing Relationship that Benefits Travelers • WorldRes forms Strategic Alliance with the Pembridge Group • Biztravel.com to Partner with EventSource; Alliance to Provide First Integrated Event Planning and Business Travel Solution • Galileo International Teams up with ITN for Corporate Travel Solution • WORLDRES and WIZCOM announce Internet alliance • California Cultural Tourism Coalition Debuts Multi-Million Dollar Promotional Campaign “California, Culture’s Edge”

  8. Cinderella Fable Perception of sales under the Marketing Concept

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