Personal Selling
Nisreen Hamid Muzal
Supervised by: Asst Lect. Mayyasa Nazem Al-Mousawi
Personal Selling: A direct and paid communication between the service provider and his target audience through a known and specific party to influence the target audience’s behavior through communication. Personal selling is considered one of the most important elements of tourism promotion. (https://e3arabi.com).
Personal Selling: The personal and verbal presentation of a product, service, or idea to push the prospective tourist to buy it or be convinced by it, and thus personal selling represents:
It is a personal and direct communication process between salespeople and the target tourists.
A persuasive method to acquire the service is in the form of a dialogue, personal confrontation, and psychological interaction between the two parties, the service provider and the tourist.
Personal selling depends on employing tourism sales representatives to contact the tourist and convince him to purchase the tourism programs the tourism institution promotes. (Amana, Zainab, 2018: 35-36)
Objectives of personal selling:
There are many objectives, including the following:
Building a relationship with targeted tourists for tourist hotels that wish to continue to grow and develop. (Hilu, 2009: 172)
Increasing revenues
Collecting market information by communicating with potential tourists.
Educating tourists
Improving the reputation of the tourist hotel
Collecting tourists’ opinions. (https://aynalarab.net)
3. Sales activation/sales promotion:
Sales activation is a set of incentive tools designed to activate the process of buying or selling service products for tourist hotels during a specific period.
Sales activation: It is a set of diverse things that contain incentive tools designed to have a quick and short-term effect on accelerating tourists’ purchasing of goods and services. (Aisha, 2018: 82)
Sales activation/sales promotion objectives:
Sales promotion is considered a tactical activity within the promotional tools used by the marketing department and in implementing its strategy. This is because the tourist hotel uses this method to achieve a quick impact on the tourist and for short-term goals that are mainly limited to encouraging him to buy or motivating the intermediary to establish a relationship with the company; in addition, it seeks to achieve added value for the product or service provided to the consumer, which is what he seeks when making the purchase.