Chapter 16

Understanding Professional Sales

“Good listeners generally make more sales than good talkers.” – B.C. Holwick

Outline:
I. Management of Professional Sales
II. Nature of Hospitality Sales
III. Sales Force Objectives
a. Sales Volume
b. Upselling and Second-Change Selling
c. Market Share or Market Penetration
d. Product-Specific Objectives
IV. Sales Force Structure and Size
a. Territorial-Structured Sales Force
b. Market-Segment-Structured Sales Force
c. Market-Channel-Structured Sales Force
d. Customer-Structured Sales Force
e. Combination-Structured Sales Force
f. Sales Force Size
V. Organizing the Sales Department
a. Inside Sales Force
b. Field Sales Force
c. Team Sales
VI. Relationship Marketing and Strategic Alliances
VII. Recruiting and Training a Professional Sales Force
a. Importance of Careful Selection
b. What Makes a Good Sales Representative?
c. Establishing a Profile of Desired Characteristics: Matching the
Corporate Culture
d. Matching Career Acquisitions with Corporate Objectives
e. Sales Force Training
VIII. Managing the Sales Force
a. Selecting Sales Strategies
b. Sales Force Tactics: Principles of Personal Selling
c. Motivating a Professional Sales Force
d. Evaluation and Control of a Professional Sales Force