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Selling Hospitality

Selling Hospitality. Chapter 8 Phase Two— Approaching the Buyer. The Buying/Selling Process. The Pre-Negotiation Process Phase 1—Pre-Negotiation Strategy Understanding Negotiations Prospecting Pre-call Preparation Phase 2—Negotiation Process Strategy Approaching the Buyer (Chapter 8)

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Selling Hospitality

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  1. Selling Hospitality Chapter 8 Phase Two—Approaching the Buyer

  2. The Buying/Selling Process The Pre-Negotiation Process • Phase 1—Pre-Negotiation Strategy • Understanding Negotiations • Prospecting • Pre-call Preparation • Phase 2—Negotiation Process Strategy • Approaching the Buyer (Chapter 8) • Investigating Needs (Chapter 9) • Demonstrating Capability (Chapter 10) • Negotiating Concerns (Chapter 11) • Gaining Commitment (Chapter 12)

  3. Evolving Customer Status • Converting • suspects (or leads) into • prospects into • customers

  4. Salespeople Must Be Highly Selective in How They Use Their Time

  5. Use Time Wisely Stop calling on people who are not likely to evolve to profitable customers.

  6. A Qualified Prospect A qualified prospect has the • authority to purchase or can influence the purchase. • means or ability to purchase. • need to purchase. • interest in purchasing the product or service.

  7. Multicall Sales Session • 1st appointment—Establish rapport; investigate needs • 2nd appointment—Demonstrate capability

  8. Multicall Sales Session • 1st appointment—Establish rapport; investigate needs • 50% to 69% probability • 2nd appointment—Demonstrate capability • reserve for 70% to 89% probability

  9. Gaining a Face-to-Face Appointment by Phone • Direct mail, with telephone follow-up • Introduction • identification • lead-in • follow-up to direct mail • a third party reference • a statement of a known problem in prospect’s industry • the inactive account approach—“we haven’t heard from you in awhile” • interest-capturing statement • stating the purpose of the call and asking for an appointment • handling objections or resistance over the phone

  10. Leaving a Message on Voice-Mail • Use pleasant voice—smile when speaking. • Use a referral’s name if possible. • Give a sound reason for the person to call back—usually a benefit. • Consider setting a date and time at which you will call back.

  11. Face-to-FaceAppointments • On-property (your property)—site visit • Off-property

  12. Face-to-FaceAppointments • 1st meeting • Establish rapport. • Gain prospect’s attention. • Investigate needs. • 2nd meeting • Demonstrate capabilities. • Gain commitment. Without an effective approach, there may be little chance for advancing the sale.

  13. Building Rapport • According to Manning and Reese (1997) • competence • propriety, politeness • trustworthiness • According to Marks (1997) • appearance • greetings • posture • eye contact • etiquette

  14. Building Rapport • Social or small talk • topics • source • how much?

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