Travel Marketing, Tourism Economics and the Airline Product by Mark Anthony Camilleri

Author:Mark Anthony Camilleri
Language: eng
Format: epub, pdf
Publisher: Springer International Publishing, Cham

5.6.1 Evaluating Sales Representatives

The tourism businesses operate in a highly competitive market place which are characterised by their product complexity and increasingly sophisticated buyers. It is inevitable that emotional influences from positive or negative word-of-mouth publicity could affect the customers’ purchasing decisions. Therefore, proficient sales persons would be in an excellent position to engage with customers and to influence their purchase decision. If sales people are monitored and evaluated on a regular basis, they will be capable of doing a better job. Any successes or failures in terms of their provision of customer service will be pointed out to them. This will enable them to refine and improve their selling techniques. The sales people can be evaluated in quantitative terms, on their sales volume, sales revenue, number of sales calls made, number of new accounts placed on record and level of expenses that is expressed as a percentage of sales turnover. Their qualitative evaluation could involve assessing their product knowledge, quality of sales presentations, personality traits and characteristics, customer awareness of the product, the promotional content they articulate in digital or in print media, et cetera.

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