presonal sales

7/30/2019 Presonal Sales

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PRESONAL SALES

The personal sales call is often the most effective means of customer contact, especially

when directed at volume movers of the leisure, business and meetings market. A personal

sales call is used to build rapport with clients or potential clients and sell them the

propertys product and services.Type of personal sales call

1 cold calls or prospect calls which can either be made in person or by telephone, are

usually made within a small geographic area with a minimum amount of time spent oneach call.

2 public relation calls This call made for existing customer to enhance the relation ship.

3 Presentation calls This call are made to individuals committees or groups to explain

how your property can meet their needs and to ask for their business.

4 Inside calls These calls are made to walk-ins inquiry about the property or to group

buyers, such as tour operators and meeting planners.

ProspectingProspecting is the life blood of sales because prospecting identifies the individuals or

groups that may become the propertys client base in the future. At a minimum, eachsales person should be making 10 to 15 calls per week on new prospects.

Sources of prospecting

- Referral program of past and present clients

- Account penetration

- Local organization and companies- Community contacts

- Front desk personnel

- Other property employees

- The property competitors- Other sources

- The national level

- Networking- The internet

Qualifying prospects

Qualify and quantify are two of the most important steps in the solicitation of anyaccount. Unfortunately, not every prospect qualifies as a potential client, in many hotels

80 percent of business is generated by 20 percent of their accounts.

Refer sample sales prospect card exhibit 2 page no 137


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Prepare for the presentation sales call

Once the prospect has been called on and has expressed an interest in the property, apresentation sales call can be made. Although you should approach each presentation

sales call with confidence, you should realize that not all presentation lead to sale. You

should have well prepared presentation. It results1 increased credibility

2 increased confidence

3 increased probability of reaching the decision maker

Pre presentation planning

To be effective pre presentation planning should include property research, competitor

research, and client research.

Property research includes the developing a property fact book including various

information related to the hotel. Such as

- General property description- Guest rooms

- Restaurants and lounges- Meeting and banquet facilities

- Audiovisual equipment

- Transportation- Recreation facilities

- Out side services

- Vendors

Competition research includes the the gathering various information related to the

competitors strengths, weaknesses, and their customer base.

Refer sample competition analysis-page 143 exhibit 03

Client research includes the study about client, annual reports, internet sites, business

directories, articles, trade journals etc...

The sales kitBefore making a sales call you should prepare a well organized and professional sales

kit. Only the information pertinent to the clients particular needs should be included, toomuch information results in clutter and appears unprofessional.

Projecting a professional image

You are the official representative of the property and your appearance, attitude, andapproach to clients can mean the difference between new business and a negative

response. Remember, you never get a second chance to make good first impression.


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First and foremost, never smoke; chew gum, or drinking during a sales call. Other factors

in projecting a professional image include nonverbal communication, voice quality,

listning skills, and negotiation skills

Nonverbal communication

- Appearance- The handshake

- Territorial space

- Public space- Social space

- Personal space

- Intimate space

- Body language

Voice quality

The sales presentation must be clear and understandable to be effective. The human voice

is a persuasive instrument when used properly, and it is vitally important that you learn touse your voice as a selling tool.

Listening skill

At the other end of the spectrum, you must know when to stop talking. You need to show

genuine interest in your clients need, and listening is and important part of building arapport.

Negotiating skill

Listening plays a key role in yet another important sales skill, negotiating. Negotiationinvolves two or more parties coming together to reach an agreement for their mutual

benefit.

The presentation sales callThe objective of a presentation sales call is to book business for the property .once youhave prepared yourself for a presentation sales call it is time to make an appointment with

the client and follow the five steps that will help ensure success.

1 opening the sales calls

2 Getting client involvement3 Presenting your property

4 Overcoming objections

5 closing and following up

1. Opening the sales call

All sales call begins with an opening. The opening should put the customer at ease

establish rapport and build the prospects confidence and trust in you it divides in to

following stages


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- Introduction

Giving introduction about the presenter

- Purpose statementStating purpose of the visit

- Benefit statement

Reasoning out why he /they should listen to him and benefits what they can gain- Bridge statement

This will indicate the body of sales presentation

2. Getting a client involvement

Second stage in the sales call focus on determining the clients specific needs and

involving the clients by asking questions questioning always precedes any salespresentation. This is is a fundamental rule. Questioning and presenting are separate steps.

3. Presenting your propertyYou should have prepared, rehearsed sales presentation that addresses the needs of each

of the major market segments the property has targeted. For example a general salespresentation for meeting planners that relates specially to the needs of that segment.

There are three skills required for a successful presentation; they are

- Organization- Effective speaking

- Visual aids

Refer exhibit 05 page 154 for sample presentation planning check list.

Closing the presentation

When you have conclude the presentation, a transition phrase, which may be simple asdo you have any questions can lead to the next step of the sales call overcoming any

objections expected by the client.

4. Over coming the objections

Step four of the sales call deals with those times when the client has objections to your

sales presentation. Objection can occur at any time, and there is no reason to panic when

an objection is raised. Some objections are a clients way of asking fro more informationand some may offer an opportunity to close the sale. Normally the objection fall in two

three main categories

1. Price or rate2. Product or service

3. Lack of interest

4. Closing and following up

Closing up

Many sales people enjoy presenting their products, but hesitate when it comes to

closing. Closing is not difficult, however, when you understand some fundamental


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principles involved. There two basic types of closes. Test close and major close. Test

close try draw a reaction from the client. A major close is a question or statement that

asked for sales.

Following up

It is necessary to follow up all the sales call was made. If a sale was not made, followup can consist of a brief thank you letter. The letter should be accompanied by

additional material not given to the client at the time of presentation and any materials

specifically requested by the client.

Improving sales productivity

Sales is a highly competitive field, and you should constantly monitor yourperformance in no of areas. In order to measures your productivity, you must first

have a written list of goals, goals keep you on track and allow you to gauge your

success the basis for goals should always be the hotels marketing plan, and success

should be evaluated in terms of achieving the optimum customer mix set by theproperty.

Time managementGood time management is leads to successful sales career. It is important to have

track record for time utilization for each task. Your workday should be planned. Nonselling task should be eliminated during during prime selling time, and emphasis

given to work items with deadlines. In order to use time most effectively, time spent

on routine work should be minimized. By using a hotel director a sales person can

utilize his time effectivelyRefer sample hotel director in page 164

Key account manager

A typical sales person at properties of all sizes handles 300 to 400 accounts. Landing

new accounts does not mean that you must service an ever increasing number of

clients. New accounts with high potential will replace those with the lowest potentialfor business, so that the total no of accounts you service will remain relatively stable

as you continually increase the quality of the accounts being followed

presonal sales

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