Summary of Chapter Contents This chapter examines the principles and theories underlying the strategies employed by venues and destinations to sell their facilities and services.
The chapter covers:
■ The role of personal selling ■ The uses of sales promotion ■ The management of a sales force
It includes case studies on:
■ The De Vere Golden Ticket booking incentive competition ■ The ‘Make It Singapore PLUS’ campaign ■ Leipzig and the ICCA Database
Learning Outcomes On completion of this chapter, you should be able to:
■ understand the role of personal selling in generating sales and maintaining long-term relationships with customers
■ understand the different approaches to personal selling ■ discuss the range of personal sales activities undertaken by professional sales
representatives ■ analyse the different techniques and roles of sales promotion ■ understand the issues involved in the management of a sales force
Introduction Advertising and promotion alone are not enough, in themselves, to guarantee a destination’s or a venue’s success. Sales is an essential part of the marketing process, and success in the conference and convention industry ultimately depends on the ability to sell effectively.