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Tourism and Hospitality

Home > Tourism and Hospitality > Hospitality operations (240 hours) > Strand B Accommodation services > Front office units > Promote products and services to customers > Promote products and services to customers

Selling

Selling is one of the many facets, or components, that make up marketing. Selling may be defined as 'communicating with people, explaining how a product or service is beneficial to suit the needs or wants of the buyer'. Selling is very customer focused and involves helping the customer to make a wise purchasing decision.

Selling is about:

• Serving, assisting and advising the customer
• Stimulating interest
• Explaining the benefits of products and services
• Persuading customers to buy.

Effective Selling Techniques

Effective selling techniques are vital for good sales. Selling provides cash flow and is largely involved with persuading customers to buy a product or service.

The most appropriate sales technique will depend on factors such as:

• The situation and environment that you are selling in
• Supply and demand for your product or service
• The buyer’s style
• The seller’s style.

Effective selling on the telephone

The telephone can be used as an effective selling tool on incoming calls and customer inquiries. Many establishments use the telephone as an effective selling tool for outgoing calls.

Regardless of whether the call is an incoming or outgoing call, the following factors can improve the effectiveness of using the telephone as a selling tool:

1. Knowledge of the products or services you are selling. You need to do adequate preparation to ensure you have all information available to you before making the calls.
2. Practise good telephone etiquette/manners. Pay your customers courtesy and respect, make the call brief, and call at an appropriate time for the customer.
3. Be aware of communication skills. The speed, tone, clarity and pitch of your voice and how well the customer can understand you will effect the customer’s reaction to your call. Remember to smile while you talk - it does make a difference!
4. Practise effective listening skills.

Effective selling face to face.

The seven basic steps to follow when selling in a face to face situation are:

1. Prospecting - actively seeking customers
2. Pre-approach planning - plan your sales presentation
3. Approach - meet and greet the customer appropriately, consider your appearance, start with a positive note.
4. Presentation and demonstration - the main objective is to attain Attention, create Interest, create Desire, incite Action (known as AIDA).
5. Handle any objections - consider all possible objections beforehand and have answers or solutions to these. Maintain a positive approach, practice negotiation skills.
6. Close - bring the presentation to a satisfactory conclusion, get a commitment from the customer to purchase the product.
7. Follow up - builds a good relationship and monitors post purchase satisfaction.

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