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

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.