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INTRODUCTION TO SALES DEVELOPMENT
Sales development is a procedure of generating more sales to increase profitability and enhance market share of organization. It’s a plan to obtain more customers, targeting new segments of market by making improvement in the product and services. For sales development organization plans activities to attracting customers (Ohai, 2008). In current report Hotel Hilton is chosen as an organization. Hotel Hilton &Resort founded in 1919 and in current scenario it’s having 540 hotels worldwide. London Hilton located in Park Lane. This report will explain the product and services of Hilton and contribution of product mix in their sales. It also discusses the external technique for sales development and factors affecting the buyer behavior. In the next part report evaluate internal factors for sales promotion and influence of layout and design of the organization. In the end it will evaluate technique of personal selling, role of staff and elements for sales training module (Randall, 2009).
TASK A: ELEMENTS OF PRODUCT AND SERVICES FOR BUSINESS CONTEXT
1.1 and 1.2 Elements of product and contribution of product mix in sales and profit
Hilton hotel is providing quality services according to their customers to satisfying them, they are doing well in accomplishing the desire of their visitors and wining their hearts by offering exceptional product and services. To stay in hunt with competitor Hilton offering best of their product components such as:
Core benefits: Hilton is offering same level of services to all of their visitors across the world. London Hilton is providing risk-free services to customer and satisfying their needs with the enjoyable experiences (Seley and Holloway, 2008). That is the most striking components of their product. People who visiting their place is getting full benefits of their paying.
Augmented product: In that Hilton is providing range of product and services to their different customers. The customer is getting services of their choice at Hilton. This also adding another component in the product line of London Hilton.
Standard quality: Hilton is known for their world class quality of product and services. To make their customer happy and satisfied hotel offer same standard superiority in their products such as rooms, suits, pool and gym to one and all (Blackwell, 2006).
Value to customer: Hilton hotel proving maximum value to their visitors by greeting them with warm welcome and offering pleasurable services to make customer feel great by selecting their product and services.
Product mix: Hilton is managing their services and product in such a manner which is allowing them to understand the desire level of customer and nourish them according to that. In their product mix Hilton is adding many things and makes changes as per the conditions (Czinkota and Ronkainen, 2012). To increasing their sales and profits Hilton is providing special offers, schemes and product line such as:
Extra facilities: In the product of hotel Hilton is offering health club facility to their customer to be fit and healthy. For that a appointed some trainers to guide vaster and motivate them to do exercise daily. This influencing people and enhancing sales.
Food and beverages: By offering quality and delicious food to visitors Hilton is attracting other people to try once their services. People who tasted food of Hilton admire it and that is helping them to increase seals.
Offers: For the increment in their sales hotel is lunching schemes to attract customers and target new group (Egan, 2007). They proving attractive packages to stay and avail the services of Hilton which is persuading visitor to prefer their product instead of other hotels. It is increasing sales and profitability of Hilton.
1.3 Contribution of market segmentation to improve sales
Market segmentation is providing the view about the different type of customers and to understand their needs organization divide them into different parts. Hilton use different strategies to follow their potential customers. Hilton designs their product and services according to their customer types and it help them to access overall market place. This helps hotel to improve their sales. Segmentation of customer is as follows:
Psychographic: In that segmentation Hilton observe visitors and offer services and product as per the requirements of them. To know their expected level of services hotel generally ask before delivering the product or services (Hayes and Nenemeier, 2009). It clicks in the mind of visitors and increase image of Hilton. It ultimately enhances the sales of organization.
Geographic: In that segmentation hotel design and develop their product and services as per the culture of local people. They treat visitors in that way which they like and used to follow in their society (Chaharbaghi and Lynch, 2010). By that visitor feel familiar environment and like to visit again. It directly improves the sales of Hilton.
Behavioral: If the services are met by hotel as per desire and needs of customers than it will directly impact on sales revenue of their business. To understand the behavior of customers Hilton analysis the customer dairy to improve or change product and services. This will surely help them to increase sales.
These kinds of different segmentation provide information to management for planning their operations according the behavior of their targeted groups. That will help them to increase sales and profits.
TASK B: EXTERNAL SALES DEVELOPMENT TECHNIQUES
2.1 Factor affecting buyer behavior
Every customer is different from the other and the requirement of individual is differ from each other (Chamberlain and Broderick, 2007). There are many factors which affect the buyer behavior are a