Personal Selling in Las Vegas: An Overview
1. Introduction
The city of Las Vegas is recognized worldwide for its beaches and casinos; hence there is guaranteed human traffic all year round. The city has been a major contributor to the US economy through tourism and gambling. However, the recent global economic recession has affected the city’s revenue and reputation. Nevertheless, there are still many opportunities for businesses to prosper in this unique city. This paper will discuss the theory and practice of personal selling in Las Vegas, with a focus on the Bellagio hotel.
2. Theoretical overview of personal selling
2.1 Definition of personal selling
Personal selling is defined as a process of face-to-face communication between a salesperson and a potential customer, in order to persuade the customer to purchase a product or service (Kotler & Keller, 2009). It is an important marketing mix element and has been found to be more effective than other marketing tools, such as advertising and public relations (Jobber, 2010).
2. 2 Process of personal selling
The process of personal selling can be divided into seven steps: prospecting, pre-approach, approach, presentation, handling objections, closing the sale, and post-sale activities (Kotler & Keller, 2009).
3. Personal selling in practice
3.1 The city of Las Vegas
As mentioned earlier, Las Vegas is a unique city with a high human traffic all year round. The city is also known for its high-end hotels, which attract wealthy individuals from all over the world. These factors make Las Vegas an ideal place to sell luxury goods and services.
3. 2 The Bellagio hotel
The Bellagio hotel is one of the most famous luxury hotels in Las Vegas. It is located on the Las Vegas Strip and is owned by MGM Resorts International. The hotel was built at a cost of US$1.6 billion and opened in 1998 (Bellagio, 2018).
The hotel has 3,940 rooms and suites, as well as a casino, spa, restaurants, and bars. It is one of the most popular hotels in Las Vegas and is often fully booked months in advance. The hotel’s luxury rooms and suites are priced at US$500-1,000 per night (Bellagio, 2018).
4. Conclusion
In conclusion, personal selling is an important marketing mix element that can be very effective in persuading potential customers to purchase a product or service. The city of Las Vegas is an ideal place to sell luxury goods and services due to its high human traffic and wealthy clientele. The Bellagio hotel is one of the most famous luxury hotels in Las Vegas and is often fully booked months in advance.