Personal Selling and Sales Roles

1. Personal Selling and Sales Roles • Personal Selling – interpersonal communication to persuade a prospective customer to purchase • Sales Roles • Order taker – respond to customers’ requests • Order getter – responsible for creating sales and developing new accounts

2. Characteristics of a Successful Salesperson Impression Criteria Appearance – neat and clean cut Dress – conservative and in good taste Demeanor – confident and with a sense of humor Attitude – friendly and sincere, possessing a “consumer is number one” orientation Voice and speech – talks to express and not to impress; has well developed listening skills “Can do” Criteria Grades – upper 25 percent of graduating class Curriculum – tendency to take advanced and more difficult courses Extracurricular activities – has contributed to organizations, held offices, and volunteered Related work experience – part-time and summer jobs; internships Career goals – interest in marketing and well developed reasons for this interest “Will do” Criteria Character – integrity, self-reliance, loyalty, idealism, principles Motivation – drive, perseverance, sense of responsibility Ability to get along with others – likes people, cooperative, constructive attitude, mature

3. FAB Selling Technique • Features – physical characteristics of product or service • Advantages – product or service strengths relative to competition • Benefits – how product or service will fulfill consumers’ needs

4. Table 14.1 Summary of FAB Selling

5. Location ØRural or urban; location within city or town ØType of area: industrial, agricultural, political ØAccessibility by highway and major carrier; by membership ØFacilities for sharing and overflow; attractions for free time Guestroom Accommodations ØTotal number and amount that can be committed; when they can be committed ØTypes of rooms: singles, doubles, suites, etc.; special rooms: nonsmoking, handicapped accessible ØRate schemes: rack rates, discounted rates (volume, time of purchase, etc.), upgrades General Facilities and Services ØPublic dining and lounge facilities ØEntertainment, recreation, and fitness facilities ØBusiness or corporate services: faxing, copying, shipping, etc. ØOther services: room service, valet parking, laundry, etc. Meeting Facilities ØTotal number and dimensions of meeting rooms; possible setups ØLocation and dimensions of exhibit areas ØEquipment: tables, podiums, audiovisual, etc. ØBanquet rooms and reception areas Outside Facilities and Services ØRestaurants and tourist attractions ØSports and recreation facilities (e.g., golf, tennis, etc.) ØAdditional business services Transportation ØMass transit and taxis ØRental cars, charters, and sightseeing vehicles Figure 13.2. Property Analysis Checklist

6. List of Potential Benefits • Cost or price • Location or convenience • Image or status • Quality service • Adaptability or flexibility • Professionalism of management/operations

7. Meeting Needs • Purpose and potential attendees • Identify and manage attendee expectations • Develop a central theme • Develop a schedule of events • Develop a budget • Develop criteria for location and hotel site • Identify possible meeting dates

8. Contract Items • Guest Rooms – number, price, cut-off • Meeting Rooms – hours, price, guarantees • Food and Beverage – price, guarantees • Payment Method • Attrition and Penalty Clauses • Special Needs (e.g., transportation, security)

9. Meetings Market Segments • Corporate • Sales and training meetings • Management meetings • New product introduction meetings • Incentive meetings (reward for good performance) • Stockholders’ and Board of Directors’ meetings • Association • Conferences and conventions • Board of Directors’ meetings • Seminars and workshops • Committee meetings

10. Association Meetings • Long lead time (planned 5-10 years in advance) • Voluntary attendance • Price sensitive • Decentralized billing • Annual meetings are mandatory in charter

11. Corporate Meetings • Shorter lead time • Mandatory attendance • Quality sensitive (less price sensitive) • Centralized billing (master account) • Many reasons for meeting

12. Table 13.2 Factors Considered Very Important in Selection of a Facility/Hotel Corporate Convention Association Quality of Food Service 80% 78% 71% Negotiable food, beverage and room rates 77% 83% 76% Number, size and quality of meeting rooms 74% 93% 72% Cost of hotel or meeting facility 72% 76% 73% Efficiency of billing procedures 64% 62% 56% Meeting support services and equipment 63% 61% 47% Efficiency of check-in and check-out procedures 61% 60% 50% Number, size and quality of sleeping rooms 60% 83% 55% Assignment of one staff person to handle all aspects of meeting 53% 55% 45%

13. Personal Selling Process Prospecting and Qualifying Planning and Delivering Sales Presentations Overcoming Objections Closing the Sale

14. Prospecting Inquiries Names from clients Centers of influence Developed lists Direct mail campaigns Corporate sales offices Cold calls Qualifying Need for the product Able to afford the product Willing to pay our price for the product Authority to sign contract Accessible Prospecting and Qualifying

15. Making the Sales Call • Develop an outline of the presentation • Make formal introduction • Ask probing questions • Information gathering • Problem identification • Problem resolution • Determine prospect’s behavioral style • Actively listen • Encourage talking • Take notes • Paraphrase the customer’s meaning with a confirmation question • Express an understanding of the customer’s feelings and perceptions • Entertain objections

16. Types of Objections • Price or rate • Products and services offered • Company image • Too much pressure • Sales manager’s personality

17. Overcoming Objections • Agree and counter • Turn the objection into a reason for buying • Seek more information • Postpone the objection

18. Closing the Sale • Continued affirmation • Prestige or status close • Assumptive close • Closing on a minor point • Standing room only

19. Asking Probing Questions • Situation Questions • Problem Questions • Implication Questions • Need-Payoff Questions

20. Key Account Management Present Profit Margin low high high Undeveloped accounts Desirable accounts Potential for new business Undesirable accounts Developed accounts low

21. Negotiating Tips • When you give something up, get something in return • Look for items other than price to negotiate • Do not attack your prospect’s demand; look for the motive behind it • Do not defend your position; ask for feedback from the prospect

22. Ethical Issues in Personal Selling • Sharing confidential information • Reciprocity • Bribery • Gift giving and entertainment • Making misleading sales claims • Business defamation © 2010 John Wiley & Sons, Inc.