chapter  8
Sales Strategies for Destinations and Venues: Principles and Theories Introduction The role of personal selling The uses of sales promotion The management of a sales force
Pages 21

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.