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TVL – HE – Tourism
Promotion Services
Quarter 4 – Module 2:
Tourism Products and Services Promotions
Selling Principles (Part 2)
TVL – Grade 11/12
Alternative Delivery Mode
Quarter 4 – Module 2: Selling Principles (Part 2)
First Edition, 2020
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Published by the Department of Education
Secretary: Leonor Magtolis Briones
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Printed in the Philippines by ________________________
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Tele #: (035) 225 2376 / 541 1117
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TVL
Quarter 4 – Module 2:
Selling Principles
(Part 2)
What I Need to Know
The last quarter equips the students in specific selling and promotional
techniques. With the customers’ best intention at the heart of every
transaction, the student is presented with ways on how to communicate well,
establish rapport, provide effective customer service, and build relationships
with them.
After going through this module, you are expected to:
1. Discuss skills on how to improve on presentation, negotiation and
closing the sale.
2. Suggest products that could meet client’s needs.
3. Give importance on the improvement of the presentation, negotiation
and closing the sale.
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What I Know
I. Direction: List down the following item being asked.
What are the ways by which you can submit a proposal?
1.
2.
3.
4.
5.
II. Determine whether the statement is True or False. Write True if the statement is
correct and False if it is incorrect. Write your answer on your answer sheet.
6. When presenting your product offering, always use technical terms to impress
your client.
7. Crossing your arms in front of your chest is a positive body language.
8. Always check your presentation materials prior to presenting to a client.
9. Price is a common reason for not buying a product.
10. When customers present reasons for not buying the product, do not give up
right away.
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Lesson
SELLING PRINCIPLES
2 (Part 2)
What’s In
Selling comprises all those personal and impersonal activities involved in
finding, securing and developing a demand for a given product or service. In the
words of William J. Stanton “Selling is informing and persuading a market about a
product or service. It is a function of promotion.” In the words of Still, Cundiff and
Govoni, “Selling in its broad sense, is not only the making of sales, that is, effecting
ownership transfers; but also is identifying prospective consumers, stimulating
demands and providing information and service to buyers.”
In this lesson, we will focus on selling our products and services to our
customers.
Notes to the Teacher
This contains helpful tips or strategies that will help you in guiding
the learners. The following are information that would lead to the
activities and assessment. Some activities may need your own
discretion upon checking, or you may use rubric if provided. Please
review the activities and answer keys and amend if necessary.
What’s New
Direction: Discuss the following terms below. Write your answer on your notebook.
1. sales proposal
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2. gestures
3. closing sale
RUBRIC
Areas of
Assessment 10 points 7 points 4 points 1 point
Presents ideas Presents ideas
in an original in a consistent Ideas are too Ideas are
Ideas manner manner general vague or
unclear
Organization Strong and Organized Some No
organized beg/mid/end organization; organization;
beg/mid/end attempt at a lack
beg/mid/end beg/mid/end
Understanding Writing shows Writing shows Writing shows Writing shows
strong a clear adequate little
understanding understanding understanding understanding
Mechanics Few (if any) Few errors Several errors Numerous
errors errors
TOTAL POINTS:
What is It
LET’S BE INFORMED!
Preparing the Sales Proposal
A sales proposal is a formal business letter prepared by the sales agent, which
outlines the benefits and highlights of the product or service being offered. It includes
a brief background of the company offering the products and services, and the needs
of the company that will be achieved because of the product.
During the pre-approach stage, you should be able to find out what your
prospective client’s concerns and challenges are. This way, you may approach them
by offering them a possible solution. During this stage, appropriate questions may
be asked regarding the physical, cultural, ethical, and legal issues that may arise.
The sales person needs to assist the client’s needs so as to offer the most appropriate
product or service to meet their needs. For example, a conference to be participated
in by different religious groups should take into consideration food restrictions such
as offering halal food and non-pork menu to Muslim participants.
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Inappropriate requests for dubious arrangements such as overpricing contract
for a possible kickback arrangement is a breach of ethical and legal commitments
and should outrightly be turned down. Sales person should also be knowledgeable
of product quality, safety standards, legal issues, and ethical standards that will
enable him or her to meet customer needs without compromising the aforementioned
issues.
Preparing the proposal is the most important tool to clearly and formally state
to one’s client the product offer. Let us look into this sales letter in Figure 1 and
determine what the points for improvement of this letter are.
August 21, 2014
THE SCHOOL PRINCIPAL
XYZ College, Quezon City
Dear Sir/Madam:
May I have the privilege of presenting to you our products and services which
would be beneficial to your school. We offer educational tours for students of all
levels. We have been doing this for more than 10 years and have conducted more
than 100 tours since we started.
We take out the headache of organizing every aspect of the field trip from your
administrative staff by organizing the tours for you. Attached are the details of
our proposal.
We look forward to meeting with you at your convenient time. Please do not
hesitate to call us at 0917-1234532 for an appointment.
Thank you and we look forward to a mutually beneficial relationship with you
and your school.
Very truly yours,
Agent ABC
Figure 1. Sample Proposal Letter
Comments for Improvement
Take time to get the complete name of the addressee, his or her official title or
position, and the complete name of the company.
Make sure that the addressee is the decision-maker. In the case of this
example, one should be writing to the school principal or to the school
director. One phone call to the school to ask would be sufficient to know who
to address the letter to. The call may be stated like this: “Hi, I’m ABC from
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Company X, we would like to offer educational tours to your school, whom
should we address our proposal letter to?”
Also, ensure that the names are spelled out correctly and that there are no
typographical errors. Make sure that you have put the correct titles. Never
assume that the female is a Mrs. She might be a Miss – Ms., a lawyer – Atty.,
or a Doctor of Medicine or PhD holder – Dr. Verify these facts through a phone
call.
Instead of boasting about being in business for 10 years and having organized
more than 100 tours, it would be better to have a testimonial from a satisfied
customer saying something about your services. A compliment from a third
person is more credible and will not sound boastful.
By saying, “we take out the headache of organizing tours,” you are actually
stating the benefits of availing of your services. This is good.
Never expect the client to call you. By saying please do not hesitate to call us
for an appointment you are actually letting the client dictate the next move. It
would be better to say that you will be calling them within two to three days
to set an appointment so you can discuss the details of the proposal.
Always end your letter with a “thank you.” It shows your appreciation that the
client took time to read your letter.
Points to remember in writing a good sales proposal letter
The most important thing that a decision-maker is looking for in a sales
proposal is the answer to this question: “Can this person help me solve a
problem?”
Summarize the client’s problem and how you plan to solve it. Capture the
attention of your prospective customer by briefly and simply stating how your
product can help address the situation they are in. It should be easy to read
and evaluate.
Focus on the value of your proposition and not on the price of the product. By
stating its value and the possible rate of return on the investment, you take
away the focus on the price.
Use a testimonial instead of bragging about how good your products and
services are. Have a satisfied costumer say it by adding a testimonial at the
start or at the end of the proposal.
Your proposal should be costumer centered. Describe the scope of work in
simple terms that can be understood by your customer and in ways that will
address their needs.
Have a call to action. Do not wait for the customer to ask questions. Inform
them of your next steps such as a call to discuss the details of the proposal or
a personal meeting to evaluate how your company may help the prospect.
End by saying “thank you.”
Lastly, get the proposal to the clients as quickly as possible and confirm
whether they have received the proposal within 24 hours.
Ways to Submit a Proposal Letter
There are different ways to submit the proposal. This depends on how the client
prefers the proposal to be submitted. Depending on the type of client (primary,
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secondary, or marginal), you may decide to submit the proposal through personal
delivery, delivered by messenger, delivered by courier, email, or fax.
In whatever way you choose to deliver the proposal, make sure that you confirm
whether the client has received the proposal. It is best time to ask when it is possible
for you to follow up.
Your call may be worded in this way:
“I would just like to confirm whether you received the proposal I sent via (state how
it was sent). May I also know when would be the best time to follow-up on the
proposal?”
The client would normally give you a specific day. Make sure you call on the day they
advised you to follow-up. In case the client says, “Don’t call us, we will be the one to
call you,” then this client is either indifferent or hostile. In such case, retain your
friendly voice and say “No problem, may I just call in a week’s time to follow-up in
case you get busy? Thank you.”
Presentation Skills
Sales presentation skills display a sales agent’s confidence in the product or
service he is selling and confidence in himself. Sales presentations are not about
selling a product and its benefits. It is about selling the benefits of buying the
products.
Presentation skills cover the presentation language used, the body language
and gestures of the presenter, and the presentation materials (visual aids) used.
1. Presentation Language
In order to create a big impact on your
presentation, take extra concern on the
language you use to communicate to your
audience. Avoid using technical language or
jargons that your client might not be able to
understand. This might turn them off. Also,
confidently address your audience directly by
using their names and the word “you.” This
gives them importance and shifts the focus
away from you to them.
Focus on your key message by repeating important messages and highlighting
the major reasons the client should do business with you. Use language that is
positive, optimistic, and encouraging.
Prepare your presentation by rehearsing what you plan to say so it will come
out naturally during the presentation proper.
2. Body Language and Gestures
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Positive and persuasive body
language can aid your oral presentation in
engaging your audience. The way you
stand, your gestures, and your movements
contribute to creating an impact on your
audience.
Make your gestures as natural as
possible. Do not exaggerate or make big
movements. Also, avoid unnecessary
mannerisms that may distract your
audience as well as never point a finger at
them.
Always use open gestures with your
hands such as opening your arms. Never
cross your arms while presenting nor put your hands on your waist.
3. Presentation Materials
Your presentation materials are meant to be a visual aid. It is meant to assist
you in bringing forth your message to the client. Use visuals, charts, diagrams,
pictures, and animation. Avoid making it text heavy. Your audience cannot listen
and read at the same time.
A good presentation combines the presenter’s oral skills and body language, as
well as the content and appeal of well-prepared presentation materials. These go
together in harmony. One should not overpower the other.
Negotiation Skills
McNeil and Crots (2006) discussed five common types of concerns that a salesperson
can expect from potential customers.
1. Need. The customer does not see the need to purchase your product.
“We have been in the business for several years and I do not see the need to
avail of your product or service.”
2. Product or Service. The customer may be unfamiliar with the product or service
you are offering.
“You seem to be new in offering this kind of product and service. There are more
popular brands that I can avail of.”
3. Source. The customer has been getting the product or service from someone else
and is not open to the option of changing suppliers.
“I have been getting this product from Company XYZ and I am satisfied with
their services.”
4. Time. The customer delays making the decision to have time to think it over or
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perhaps so as not to have to directly say “no.”
“Let me think it over. Do not call me. we will call you when we are ready to buy.”
5. Price. The customer finds the price of the product or service beyond his budget.
“The price of the product is out of my budget.”
These are the most common types of objections salespersons encounter during
the negotiation stage. You should not just give up when you hear these kinds of
words, but you should know how to overcome these objections. Here are some ways
you can move beyond the objections.
a. If the existing product they use is cheaper than the product you are
selling.
Concentrate on the additional benefits or features of the product you
are selling which may not be present in the current product they use
such as durability.
b. If the product is unknown to them and they are hesitant to use it.
Offer testimonials from other customers who have used the product. If
possible, you may also offer a trial period.
c. If you are clueless on why they are not inclined to purchase, you may
ask them directly on what factors are affecting their decision to
purchase the product.
As a sales person, you must be sensitive to the objections of the
customer through their verbal and non-verbal cues. Patience and
persistence goes a long way in closing the sale.
Closing the Sale Skills
This is one of the most important but most difficult stages of the selling process.
Some sales people make a good presentation but walk away without closing the sale
because they were too afraid to ask for it.
1.Be sensitive to body language – Observe how they react while you are making
the presentation. Positive body signals such as nodding, smiling, and leaning
forward will give you a hint that they are receiving your product presentation
positively and are most likely to buy. Negative body signals such as frowning,
looking disinterested, or crossing of arms may show that they are not
interested to buy.
2.Clarify some doubts they may have – During the negotiation stage, they may
have asked questions that help you determine where they are at in their
evaluation process. Clarify these doubts by offering solutions and repeating
the benefits of the product in satisfying their needs.
3.Ask questions leading to closing the sale – Asking both direct and indirect
questions may help the sales person determine whether the customer is ready
to buy. Direct questions may include:
“Shall I call my office now to make a reservation on your behalf?”
“How many rooms will you be reserving for and its inclusive dates?”
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“Shall I draft the contract and email it to you within the day?”
Indirect questions may include: “Who shall be the signatory of the contract?” or
“Can I call you tomorrow so you can place your booking?” Direct questions help give
you a clear picture of their readiness to purchase while indirect questions give you
an indicator but not a direct response to determining whether they will buy or not.
Indirect questions are called trial closes.
4.Know when to ask for the sale – A good salesperson will ask the right question
at the proper time. By assessing the client’s body language and the questions
and comments of the customer during the negotiation stage, the salesperson
may assess whether the customer is ready for the direct question or whether
he is going to buy the product. Asking for the sale too early or too late might
end up without the sale. Not all presentations end up with an instant sale.
Some customers need more time to evaluate the product. Constant follow-up
should be done by the sales person.
Summary:
A sales proposal is a formal business letter that outlines the benefits of the
product or service being offered.
There are different ways of submitting and presenting a proposal.
Presentation skills include the use of proper presentation language, body
language and gestures, and presentation materials.
Five types of concerns common with potential customers are need, product or
service, source, time, and price.
Some helpful tips in closing the sale include being sensitive to body language,
clarifying doubts, ask leading questions and knowing when to ask for the sale.
What’s More
Direction: Discuss the following questions below. Write your answer on your activity
notebook.
1. What are the features of a good proposal? Why are these features important?
2. Discuss some common tips you may use to close the sale.
RUBRIC
Areas of
Assessment 10 points 7 points 4 points 1 point
Presents ideas Presents ideas
in an original in a consistent Ideas are too Ideas are
Ideas manner manner general vague or
unclear
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Organization Strong and Organized Some No
organized beg/mid/end organization; organization;
beg/mid/end attempt at a lack
beg/mid/end beg/mid/end
Understanding Writing shows Writing shows Writing shows Writing shows
strong a clear adequate little
understanding understanding understanding understanding
Mechanics Few (if any) Few errors Several errors Numerous
errors errors
What I Have Learned
I have learned that _____________________________________________.
I have realized that _____________________________________________.
I will apply _____________________________________________________.
Essay Rubrics
Areas of
Assessment 10 points 7 points 4 points 1 point
Presents ideas Presents ideas
in an original in a consistent Ideas are too Ideas are
Ideas manner manner general vague or
unclear
Organization Strong and Organized Some No
organized beg/mid/end organization; organization;
beg/mid/end attempt at a lack
beg/mid/end beg/mid/end
Understanding Writing shows Writing shows Writing shows Writing shows
strong a clear adequate little
understanding understanding understanding understanding
Mechanics Few (if any) Few errors Several errors Numerous
errors errors
TOTAL POINTS: /
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What I Can Do
Direction: Assess on how to best approach this scenario:
You have made an excellent product presentation and everyone was impressed
by it except the boss. The boss says that the product is useful but that it seems to
be beyond the budget that the company can afford. As the salesperson, how can you
overcome this objection and close the sale?
__________________________________________________________________________________
__________________________________________________________________________________
_________________________________________________________________________________.
Assessment
Direction: Identify the item being referred to by the statement. Write your answer
on your activity notebook.
1. This is formal business letter prepared by sales agent to present benefits of a
product or service.
2. These are the gestures and movements that aide one’s oral presentation.
3. These are photos, charts, diagrams, and videos that serve as visual aids.
4. It is the most important sales activity but also one of the most difficult.
5. Overcoming objections and clarifying concerns are part of this stage.
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Answer Key
What I Know – Pre Test What’s New
I. 1. Personal delivery Answers may vary. Assessment
2. delivered by messenger 1. Sales Proposal
3. delivered by courier 2. Body Language
4. email 3. Presentation Materials
What’s More
5. fax 4. Closing the sale skills
Answers may vary.
II. 5. Negotiation Skills
6. False
7. False What I have learned
8. True Answers may vary.
9. True
10. True
What I can Do
Answers may vary.
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References
Gatchalian-Badilla, M., and Oreta, M.L., Technical-Vocational-livelihood Home
Economics, TOURISM PROMOTION SERVICES, 2017, Rex Book Store, Inc.,
Sampaloc, Manila.
https://www.yourarticlelibrary.com/marketing/marketing-
management/selling/99747
https://www.google.com/search?q=diagram+template&tbm=isch&ve
https://www.123rf.com/photo_90618811_stock-vector-two-businessmen-
making-handshake-shaking-hands-in-concept-of-agreement-corporation-or-
partnership-ha.html
vector-illustration-character-portrait-set-600w-691185226.webp
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For inquiries or feedback, please write or call:
Department of Education – Schools Division of Negros Oriental
Kagawasan, Avenue, Daro, Dumaguete City, Negros Oriental
Tel #: (035) 225 2376 / 541 1117
Email Address: negros.oriental@deped.gov.ph
Website: lrmds.depednodis.net
