Promotion: Personal Selling, Essay Example

In order to meet the target goals, personal selling will be involved. Personal selling refers oral communication by an organization with the target customers of a product or service with the ultimate goal of making a sale. It involves using a sales team to achieve a push or pull strategy.

The main roles of sales team are communicating with potential and existing customers about the service, selling the service to the customers, finding new customers, allocation of the service, gather information concerning the market and providing servicing support.

Training

The sales force hired in the sales of the batian leisure lounge are professionals with a lot of experience in sales of any service offered. They will all work as a team to ensure that every aspect of the lounge is covered. Since they are sales professionals who have worked with diverse markets, the only training required for them is how to approach the ‘A’ class clientele. The sales force is trained on the general behavior of most of them, as well as their habits. This is to ensure that there are no hitches when they approach the target market.

Incentives

Incentives for the sales force and other employees are introduced in the lounge in order to motivate them. Happy employees tend to be more productive and relate well with the clients, as well as with each other.  Incentives include good salaries and wages, a day off once per week and ensure that the employees confer concerns with their bosses without fear of patronization among others.

Sales Evaluation

This selling performance is evaluated using various methods. These include the number of calls by customers inquiring about the lounge, the amount of hits the lounge’s website receives, the number of bookings in the lounge by the customers, the profits trend within a specified time after the hiring of the sales team, and so on.

Communication Objectives

The main objective of personal selling is to create awareness of the service directly to the target market. This is to ensure that they get first hand information about the service provided. A time frame is necessary to achieve this. In the case of batian leisure lounge, the message delivery should be done three months before the operations begin up to six months after commencing the operations. This is to ensure that the target market is well aware of the lounge months before it’s operational and also to sustain them after the launch, as well as attract others.

Advertising Message

For an effective and efficient advertisement of the batian leisure lounge, a campaign message theme and graphics are essential.

Message Theme

Batian leisure lounge: the perfect get-away for vacations and retreats.

Graphics

This should have photos of people having a good time in the lounge in such a way that the target market is attracted and tempted to try the services offered by the lounge.

Various advertising media will be used to accomplish the campaign. These include television and radio stations, newspapers, travel magazines and the internet.

Batian Leisure Lounge Public Relations Program

This should include 3 phases. The first is the publicity phase, where awareness is created and recognition built for the lounge. It is tied closely to promotion and advertisement. The second stage is the explanatory phase, where more information is provided and the lounge clearly gives details for its operations and policies to the public. The third phase is the phase of mutual satisfaction, where the lounge will make compromises or adjustments to achieve a two-way benefit from the relationship.

Sales Promotion

There are various sales promotion techniques to be used to promote the lounge’s services. These include, free services, a buy-one-get-one-free promotion, and so on.

Promotion and Advertisement Effectiveness Measure

The effectiveness of advertisement and promotion can be measured by enquiries number about the advert or promotion, testing the awareness of the customers before and after the campaign, number of enquiries resulting into actual sales, level of consistence purchase and customer retention level.