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Personal sales is executed with a combination and deep understating of the marketing approach, persuasion techniques and utilizing emotional intelligence to match specific needs of the product-customer relationship. Building a service based product such as most in the hospitality sector, personal sales happens along every step from a guest booking a reservation to the check out ensuring in quality relationship. By the use of sales management with organized structure and personal selling with the interaction with the customer allows sales to flow through a firm and empowering its employees.
Using the five steps of selling is vital in creating satisfied customers; introduction, qualify, respond, close, and service. By introducing the client and beginning a relationship is started with finding common ground, building trust will lead to qualifying the account. Sales personnel must find what the client needs by asking open and closed ended questions and then respond to the client at times offering suggestions or negotiating (win-win).
Once all aspects of the potential contract is discussed the salesperson must ask for the business, and communicate a sense of urgency to the client. Finally all staff from every involved department must execute and service the account as it was earlier contracted. Personal selling and the five steps is continued to be used when in direct contact with customer to continue to sell the product or service even after product expiration. Sales flows from the marketing segment and operations of the hospitality firm deliver the product as promised to customer.
Marketing which familiarizes the customer with the product, while sales communicates and closes the customer’s account. Sales and marketing uses various types of support to share and communicate the product to potential customers by using mail services and other advertising avenues to make the public more educated on the product. In sales the use of persuasion which is externally focused on developing a win-win outcome built on common ground and belief. There is a fine line between persuasion and manipulation due to the intent of the salesperson.
Manipulation is inwardly focused on what a firm can get out of a client not what the firm can do for the client. In persuasion using positive persona, which is the way you present yourself with vernacular and presence, and the use of storytelling allows a personal connection between customer and company. Using familiarity in the art of persuasion plays on common ground by building trust by liking the salesperson whom you’re buying from, thus a more comfortable transaction.
In the sales office it is important to be a leader and create good moods to breed good work amongst employees which equals a greater bottom line. Being a resonant leader is keeping everyone and the attitudes on the same wavelength rather than causing a disruption, such as a dissonance leader. Emotional intelligence have four core domains that adds a critical set of skills for a resonant leader; self awareness, self management, social awareness, relationship management.
Self awareness allows leaders to assess themselves and their self confidence. Self management exercises self control, adaptability and initiative. Social-awareness in leadership is the ability to have empathy and organization; relationship management has the ability to influence, inspire and contend with team conflicts. Great service is the product of leaders with positive emotional intelligence, empowerment of personnel and the operations executing the promised service.