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Selling
Sales & Marketing
Hillary Jenkins, Otago Polytechnic
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The Big picture?
Who are the players?
What are their needs?
Selling & Service
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Tourism is the largest industry in the world, it
touches on an almost endless number of
things in people’s lives. It has social,
economic, cultural and psychological
significance. It plays a role in contemporary
society and by extension – through your own
travel - it plays a role in your life.
The Big Picture
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Lets look at the term “selling or sales…”
•What does it mean to you?
• Take 5 minutes to write a definition for both
selling or sales
The Big Picture
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Selling can be more complex than just
completing a purchase
• Within the tourism industry its more about
helping people make the best buying decision
by focusing upon their needs ie.
• which cruise to take?
• which tour – guided or independent?
• how best to get to a destination?
The Big Picture
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• take 5 minutes to explore a good definition for
service
• Think of an example of good and bad service
you have experienced recently
The Big Picture
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Service
• according to Turban et al, 2002 “Customer Service is a series
of activities designed to enhance the level of customer
satisfaction – that is, the feeling that a product or service has
met the customer expectation” – wikipedia
• The way a person and/or company interacts with and treats its
customers
The Big Picture
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Service moments in the tourism industry• A hotel front-desk person welcomes you by name
• A smiling flight attendant asks you if you would like a pillow
• A stateroom steward on a cruise ship turns down your bed
while you are at dinner
• An employee at a tourist bureau answers the phone as soon as
it rings
• A theme park employee gives directions to a ride
The Big Picture
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• The client – who can also be known as:
• the purchaser
• the customer
• the consumer
• the buyer
• Or in tourism terms:
• the guest
• the passenger or pax
• the visitor
Who are the players?
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• The seller – who is often known as:
• the salesperson
• or company
• Or in tourism terms:
• the wholesaler
• the travel agent
• the tour guide
• the tour operator
Who are the players?
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Tourists
• Who are they and why do they travel?
• The World Tourism Organisation defines
tourism as: …the activities of persons
travelling to and staying in places outside
their usual environment……..
Who are the players?
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Why people travel?
• To experience the beautiful
• Pleasure from interacting with people/family in other
countries and gaining a sense of fellowship and
community from them
• Business
• To satisfy curiosity and gain information about the world
• People are naturally curious
• Even short duration visits can provide insight
Who are the players?
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Why do people travel ?
• To participate in history
• Important sporting events eg. Olympics
• Visit sites where famous people lived
• Business
• The sex industry
Who are the players?
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Why do people travel?
• To gain an identity
• experiences
• knowledge
• Growth
• leisure
• you may not find out who you are but you could
discover who or what you are not
Who are the players?
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To be successful in selling you must understand your
clients:
• Wants
• Needs
• Desires (the basis of marketing)
• Selling is one step in the much broader phenomenon
that marketing represents
What are their needs?
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• www.world-tourism.org
• Berger. Arthur ASA. (2004) Deconstructing travel – Cultural Perspectives on Tourism. Alta Mira Press, Rowman & Littlefield Publishers, Inc, California, USA.
• Mancini, Marc. (2003). Connecting with Customers – How to Sell, Service, And Market the Travel Product. Prentice Hall, New Jersey.
References