marketing for evil people

Chapter 1-5

HOSPITALITY

SALES AND MARKETING

Edition FifthJames R Abbey

.

Hospitality means quality of receiving and treating guests and strangers in a warm and friendly manner. Derived from Latin word. HOSPEC Classical Ethic word VS Entertainment

Hotels :First form of paid hospitality you could reserve a place to stay, eat, and relax .

INTRODUCTION TO HOSPITALITYSALES AND MARKETING

LEARNING OBJECTIVES

•MANAGEMENT AND STAFF DEVELOPMENT•IMPLEMENTATION OF MARKETING AND SALES STRATEGIES •TRENDS OF HOSIPTALITY INDUSTRY•FUTURE MARKETING AND SALES EFFORTS

Historical background

• Chain vs. individual Properties

• Mid 20th century 85% with property owned and only 5% with chain• Few resorts• High priced

Evolution in Hospitality -1950…1970..• Population growth

• .

• Longer life span 5.4% US POPULTAION to 8.9% 65+

• Improved incomes (two income)

• Increased Leisure time

• Expended highway system

• Development of suburbs

• Increased air travel

• Convention center expansion

Mature / World Way II Generation (40,267,984) – people born before 1946• Baby Boomers (81,489,445) – people born between 1946 and 1965• Generation X (61,032,705) – people born between 1966 and 1980• Generation Y / Millenials (85,405,385) – people born between 1981 and 2000

PROACTIVE VS REACTIVE

What do these factors have to do with hospitality marketing and sales?

CHALLENGES•To cope with :

•Meeting the demand of the road travelers by with the development of chain propertiesHoliday inn and Howard johnson •(standardized their design ,amenities for easy recognitions•Air port hotels for business and leisure•Hotel Websites •Present and future trends continue to influence the business

Case of fast food restaurant

• During the lunch at fast food restaurant you decide to use drive thru and order a cheese burger ,French fries and a larger coke.

• First you get into a line of others cars ,place a order,pay your money and without a word of smile hands out a bag contains your order

• You drive away once you pulling out a fry hoping for a crisp and instead it was soggy and luke warm. Surprisingly you got regular burger instead of cheese burger your ordered.Your lunch experience is bad.

Case of fast food restaurant

• Thus if the fast food restaurant has to hire more people to cook more burgers then quickly will recognize that the cost of being total focused on effectiveness,without efficiency will result in an unprofitable situation.

•Let suppose fast food is committed to customer satisfaction.They advertise that if there is any dissatisfaction they will immediately replace the order free of charge and even deliver a new meal wherever you are.This increase customer satisfaction However, only customer satisfaction is not the ultimate goal.

•Because to be a profitable business an organization must also be efficient .

Marketing and sales are same ?

Both are different and are interrelated to maximize revenue?

A hotel may have greatest marketing plan but it is wasted if hotel does not have effective customer oriented sales staff

A hotel can employ a great sales person but may waste time and money if target market and goals are not identified

Marketing and sales?MARKETING: broader scope than sales

IS THE STUDY AND MANAGEMENT OF THE EXCHANGE PROCESS .IT INVOLVES THOSE THINGS THAT PROPERTY WILL DO TO SELECT A TARGET MARKET AND STIMULATE OR ALTER THE MARKET DEMAND FOR THE PROPERTY’S SERVICES. Focus on profitability

OTHER ELEMENTS RESEARCH VARIABLES (EXTERNAL VS INTERNAL ),ACTION STRATEGIES,ADVERTISING,PUBLICITY & SALES PROMOTION & MONITORING

SALES:

DIRECT EFFORT TO SELL THE PROPERTY BY;Personel sales call, Tele-communications and mailing.

MODERN CONCEPT How to produce customer satisfaction ,analyze sales data, measures market potential ,gather market intelligence and develop marketing strategies and plans

Marketing and sales?

Staffing

Three Key Management Positions Large properties

GENERAL MANAGER

DIRECTOR OF SALES

DIRECTOR MARKETING

SALES AND MARKETING ACTIVITIES

IMPLEMENTING MARKETING STRATEGIES/SATISFYING CUSTOMER COMPLAINS

Three Key Management Positions mid size-small properties

GENERAL MANAGER

DIRECTOR OF SALES

SALES AND MARKETING ACTIVITIES

IMPLEMENTING MARKETING STRATEGIES/SATISFYING CUSTOMER COMPLAINS

MARKETING-OUTSOURCE

• 1.Innermost contains the focal point the consumer• 2.Middle circle marketing mix (controllable

variables)• 3. Outer determines the uncontrollable

MARKETING MIX by Borden and Mc Carthy

Revised by Booms and Bitner by adding 3 more Ps

• People• Physical evidence• Processes

1. Developing a product –service mix based on wants and needs of the target market

2. Determining the most appropriate channels or ways (place) to reach the market

3. Determining promotion and other communication strategies including sales advertising and public relation and informing market of the property’s producer service

4. Establishing a price rate mix that is competitive and will ensure fair return of the property while providing value for the guest

INTERACTION OF MARKETING MIX

INTERACTION OF MARKETING MIX

Some difficulties

• includes fixed nature guest room cannot be suite convention center cant be a golf course etc.

• Services (standardization ??/)

Product –Service Mix

• Product is expanded to product services guestrooms, banquet space, food and beverage

• Services like check-in check outhouse keeping and parking.• It must be tailored to the needs and wants of the guest(Families/business)• Bespoke packages

Place-Distribution Mix

• Accessibility of the product to the consumers. Instead of product travelling to the consumers the consumer travel to the product.

Some difficulties

• Role of intermediaries ( travel agent tour operators )to ensure that product is available when and where is required in sufficient variety and quantity.

• Product like guest room dining experience are neither shipped nor stored. The problem of warehousing and inventory control do not arise making distribution simpler for hospitality firms

Promotion-Communication Mix

Promotion is the way hotel and restaurant communicates to the target market and can involve advertising and direct marketing

Promotion:It implies persuasion. Marketer does to their customers

Communication:It is two way exchange. Market needs and wants .Marketer does with their customers.

Which is more effective promotion or communication ?

Price-Rate Mix

• I f the guest rejects the property and services because of its price all previous efforts were wasted. Price rate determination is one of the most crucial decision .Charge different price to different buyers. Depending upon barganing position of buyers (Individual/meeting planner etc

• It may affect the image .Suspicious about product quality.• Reputation .• New properties with low rates in order to build guest awareness

and sacrificing immediate profits

PeakIn –season demand is high and so as priceValleyOff season demand is lowest .Reduced rate may offer toAttract businessShoulderthe period between peak and a valley and an excellentopportunity to build business

Price-Rate Mix

Challenges of Hospitality and Marketing sales

Intangibility

Cannot see and touch?? Benefit or experience. Credibility. Service guarantees (to buildconsumer confidence

Perishability

An unused guest room an empty restaurant seat etc represent business lost forever. It cannot be stocked orinventoried to sell later .Early check out charges fail to honour their reservations

Inconsistency

Service rendered by house keeper or food server may very greatly at different hotel and restaurant or evenin the same outlet

Inseparability

Production and consumption are largely simultaneous with service .To compound the problem guest alsocontact with other guests and employee .That makes the other guest part of the product and often quality ofservices

Trends shaping the future of Hospitality Marketing and Sales

1. Globalization (opportunities/challenges) Entering into new markets (Mcdonald/KFC)

2. Consolidation (mergers, acquisition and JV)

The combining of separate companies, functional areas, or product lines, into a single One. While in JV remains separate (construction projects)

$900 million merger between KLM and Air France will create the world's third largest airline

Movenpick hotel acquired sherarton hotels a swiss upscale hotel chains

3. Partnership marketing is aligning yourself with other like-minded organizations and businesses to reciprocally expose your brand to one another's customers and provide added value to your own existing customers The Retail Coffee Giant has partnered with Bell to offer two hours of Free Wireless Internet Service per day to anyone who opens a Starbucks-Bell Wireless .Account at the Starbucks website

4. Niche marketing and branding (segments) Ramada ,Inter-contenental, Marriott ,budget hotel\s/extended stay

5. Technology automated digitalcheck in-check out/kiosk Smart card/laptop etc

1. Amadeus' Global Hotel Group and Newmarket’s products and services offerings is focused on delivering cloud-based enterprise solutions in the area of central reservations systems, property management systems, revenue management systems and e-Commerce platform

6.Enviornmental Awareness (recycle ,energy saving

7. Guest preferencesAre ConnectedAre time consciousAre demandingAre more heath conscious

8.Relationship Marketing

Technology threats

It is estimated that 89 percent of Wi-Fi hotspots globally are not secure. The increased use of smart phones and tablets to access unsecured public Wi-Fi hotspots has dramatically increased the risk of threats. Travelers were three times more likely to use a smartphone or tablet than a laptop to access an unsecured hotspot in a shopping mall or tourist attraction, two times more likely in a restaurant or coffee shop and one and a half times more likely at the airport.

The top three concerns cited when using public Wi-Fi are the possibility of someone stealing personal information when engaging in banking or financial sites (51 percent), making online purchases that require a credit or debit card (51 percent) and making purchases using an account that has payment information stored (45 percent). Travelers were less concerned about using email or messaging services on public Wi-Fi (18 percent).

1. Consolidation (mergers, acquisition and JV

2. The combining of separate companies, functional areas, or product lines, into a single oneDiffers from a merger in that a new entity is created in the consolidation. CNN) -- The $900 million merger between KLM and Air France will create the world's third largest airline, but how will it affect business travelers? russels, Belgium (FT.com) -- Brussels competition officials have formally cleared the global tie-up between British Airways, American Airlines and Spain's Iberia as well as giving a green light to the merger between BA and Iberia, saying it would not significantly impede competition in Europe. BA-Iberian merger

3. Partnership marketing is aligning yourself with other like-minded organizations and businesses to reciprocally expose your brand to one another's customers and provide added value to your own existing customersThe Retail Coffee Giant has partnered with Bell to offer two hours of Free Wireless Internet Service per day to anyone who opens a Starbucks-Bell Wireless Account at the Starbucks website.

Hospitality Key facts:Approximately 8% of worldwide employment is in Travel & Tourism303 million jobs worldwide are expected by 2020The Travel & Tourism economy is expected to grow by 4.4% per annum in real terms between 2010 and 2020In 2012, the top 10 international hotel companies will open 1,250 hotels

DOMESTIC PRODUCT (GDP)Travel & Tourism’s contribution to GDP is forecast to grow steadily by approximately 3.3% in 2012. Over the next ten years, the industry’s total contribution to GDP is expected to rise by 4% per year.

EMPLOYMENT2011 98 MILLION ,2012 100.8 GROWTH Travel & Tourism is predicted to account for 120 million jobs by 2022. (2% GWTH)

World Travel and Tourism Council (WTTC, November 2011).

•Think ahead (Proactive vs reactive)•Sets responsibilities and coordinates and unifies efforts to reach goals•Creates awareness of problem and obstacles•Identifies opportunities to increase market share .•Directed efforts• Road Map.(regularly reviewed and updates)

Marketing Plan :BenefitsThe cornerstone of sales

Marketing Plan :Fail to formulate

• Short term vs long term • Time consuming• Satisfying with the results

Steps of a Marketing Plan :

1. Conducting a market audit2. Selecting a profitable target market3. Positioning a property4. Establishing a objective5. Monitoring and evaluating marketing plan

1. Conducting a market audit

Market information system MISSystematically gather marketing intelligence it consist of people, equipment and procedure to analyze data in decision making .

•Internal Marketing source(POS data comment cards,•External source of marketing information (Periodicals, journals, partners)

•Property analysis•Competitor analysis•Marketplace analysis

1. Conducting a market audit

AREA STRENGTH WEAKNESSES RECOMMENDATIONS

Marketing Plan :Property Analysis

Occupancy and activity analysis ?

An analysis of the property past present and potential statistics and track sales history over three years to five Years.

Month %occ Avg rm

rate%OCC Avg rm rate %OCC Avg rm rate

2010 2011 2012

Marketing Plan :Trend Analysis Food and Beverage

Month FOOD BEVERAGE

FOOD BEVERAGE FOOD BEVERAGE2010 2011 2012

Competition Analysis

Discover•Profitable guest group not served at your property.•Some competitive benefit, cannot be matched by your competitors•Weakness on marketing strategies where you can capatalize

Differentiation 1.Competitive rate analysis (different customers)2.Competitive fact sheet•Number of rooms •Locations•Reputation /quality•Meeting banquet spaces•Restaurant and lounge•Amenities•Marketing size•Customer mix•Positioning•Performance record•3. Need Fulfillment by market segment/specific needs

Major reason for assessing the competition

Competitive Measures of Performance •Market share (rooms night/total mkt rooms night sold•Fair share ( rooms available/total mkt rooms available •Revenue per available room (multiplying occupancy percentage/average daily rate

Number of

roomsAvailable

roomsPercentage occupancy Rooms nIght sold Market share Fair share avg Daily rate Rev PAR

Your Property 300 109500 77% 83768 27% 26% 88 67.3204Down Town

Hotel 454 165710 70% 115997 38% 39% 86 60.2

Airport Hotel 400 146000 75% 109500 35% 35% 85 63.75

Total 1154 421210 73% 309265 35% 35%

86.00 63.71

Marketing Plan :Competition Analysis

NMBER OF ROOMS

AVAILABLE ROOMS

% OCCUPANCY ROOMS NIGHTS SOLD

YOUR PROPERTYDOWNTOWN HOTELAIIRPORT HOTEL

MARKET SHARE % FARE SHARE%

YOUR PROPERTY

DOWNTOWN HOTEL

AIIRPORT HOTEL

NMBER OF ROOMS

AVAILABLE ROOMS

% OCCUPANCY ROOMS NIGHTS SOLD

YOUR PROPERTYDOWNTOWN HOTELAIIRPORT HOTEL

Marketing Plan :Rev par available room

Market Place Analysis

1. As much as possible about the market place or environment in which property operated

2. Opportunities and effect on the business3. /Problems and effect on the business

Step 2 : Selecting Profitable target Markets

Geographic areaWho, what, When ,how ,where helps in effective use of time and money

1. Segmentation by demographic, life style preferences etc. Business / families

2. Guest MIX –Revenue Grid

Significance of the guest mix

1. Business travelers during the week leisure vacationers on the weekends and local food functions ,convention business and group tours during shoulder and valley period

2. Also looking to the situation in crisis and economic recessions in wedding business, government travelers, sports team ,family reunion

Step 3 -Positioning

1. A certain image in the mind of the public 2. Positioning in the market place is crucial3. Costly to reverse

4. Uniqueness can be expressed with positioning statement : advantage to selected markets

5. Who are we, how property differ,area with less revenue, target market each segment needs and wants and any opportunity

NMBER OF ROOMS

AVAILABLE ROOMS

% OCCUPANCY ROOMS NIGHTS SOLD

YOUR PROPERTYDOWNTOWN HOTELAIIRPORT HOTEL

Step 4: Establishing objective and plans

1. Which revenue centers would be benefit from additional sales activity?2. What are the peak periods/shoulder/valley?

3. What marketing segments can be reached Priority given to each segment.

4. What can be done to ensure Increase sales in each segment

Step 4: Establishing objective and plans

SMARTSpecific

MeasurableAction- oriented

RealisticTime specific

Other Market share specific

Developing and Implementing Action Plans

1. A descriptionof the types of business and market segment to be solicited (Association)2. Target customers (solicited name/address etc)3. Rates/Package/promotion/special plans4. Objectives (verifiable)5. Action steps6. Budgeting

• Planning -implementation –Control Undesirable deviation

Corrective action

Step 5: Monitoring and evaluating the marketing plan

Step 5: Monitoring and evaluating the marketing plan

Budgeting Types

1. *Zero based 2. % of sales3. Competitive parity4. Affordable funds

*Dividing enterprise programs into packages composed of goals ,activities and needed resources and calculating the cost for each package from base zero

Advantages in developing budget

• All expense are planned• It helps prevent arbitrary budget cuts• Increase accountability of marketing plan• Road map that guides expenditure by market segment

Step 5:: Monitoring and evaluating the marketing plan

• Record the number of rooms nights for each segment• Chart the number of restaurants covers sold before and after advertising• Survey (media planning Zip codes local)

• Results goals set by each

• Sales person 1. production of room nights by market segment 2. business booked by peak, shoulder, valley 3.repeat vs new • Direct mail response/telephone inquiries• Return mails coupons• Specific task oriented

Problems not to achieve Goals

1. Lack of responsibility2. Lack of communication3. Lack of time4. Lack of authority5. Lack of appeal6. Lack of control (outside factors)7. Lack of realistic goals

CHAP -3 Managing the Marketing and sales office

Role and responsibilityHiring an training

Communication systemAutomation

Evaluation marketing sales office

TRENDS EFFECTED

ConsolidationEfficiency

Bottom-line NH Hotels are one of largest hotel chains in Spain, created in 1978 by Antonio Catalán in Pamplona. Due to rapid growth in 1988 NH Hotels were already one of the first hotel chains in Spain with institutions in Madrid, Barcelona and Zaragoza. Hesperia has more than 40 years of experience in the hotel sector. This company is formed by 7786 rooms divided into 51 hotels around Spain, Andorra, London and Isla Margarita. Hesperia hotels are urban, sun and beach and Resorts hotels. All the hotels that belong to this company have an exclusive service, and a high quality ambience to make the customers feel comfortable during their holidays. Hesperia belongs to NH Hoteles since 2009, year in which they carried out the merger between the two companies. Since the merger between NH and Hesperia, NH is the biggest urban hotel chain in Spain.

SMALL usually handle all type of business modest staff GM /sales person

MIDSIZE sales person and director of sales LARGE SIZE specialized sales staff more director s

ORGANIZATIONAL CHART

Three Key Management Positions Large properties

GENERAL MANAGER

DIRECTOR OF SALES

DIRECTOR MARKETING

SALES AND MARKETING ACTIVITIES

IMPLEMENTING MARKETING STRATEGIES/SATISFYING CUSTOMER COMPLAINS

Three Key Management Positions mid size-small properties

GENERAL MANAGER

DIRECTOR OF SALES

SALES AND MARKETING ACTIVITIES

IMPLEMENTING MARKETING STRATEGIES/SATISFYING CUSTOMER COMPLAINS

MARKETING-OUTSOURCE

Organizing marketing and sales office

1. Property’s goals and objectives2. Available outside assistance (travel agents, chain referrals,reservation system3. Tot al market potential and number of people take advantage of that potential4. Budget available for marketing and sales

1. Importance of first impression can not be overstated.

2. Properly greeted by sales staff

3. Clean and well decor

4. Knowledgeable sales staff

Sales area

1. Professionalism2. Ability to communicate3. Intelligence 4. Ability to analyze5. Motivation6. Efficiency7. Persistent8. Empathy9. Curiosity

RECRUITING AND HIRING Nine important aspects of sales person

Training need of Sales people

1. Property knowledge (property fact book2. Standard operating procedures (SOPs)3. Performance standards (timelines, target, accounts profile)4. Salesmanship

Managing Sales peopleEvaluating

Compensating

Supplemental sales Staff : Regional and national sales offices

Regional for particular geographical areas for close monitoring the chain operations

and national for the entire country

Independent Hotel representatives outsourcing-cost effective

Does this rep represent any major competitorsKnows Target market

Needs Supervision or individualMarketing Contacts/techniques

Satisfactory recordTrained

Cost vs. competitorInterested in property

Marketing communication System

• HOLDING MEETINGSWEEKLY STAFF/FUNCTION( new business, new bookingMONTHLY SALES MEETING (Tentative/Definite bookingMARKETING COMMITTEE( Ensure marketing planadequately covered all aspects )ANNUAL/SEMIANNUAL(Brain storming)

Chapter Summary

• KEEPING SALES RECORDS AND FORMSSALES CALL REPORT page 102 (Info about account)

BOOKING FORM page 103 ( process sold business)

LOST BUSINESS REPORT page 105 (cancelled or changed)

FUNCTION BOOK RESERVATION (centralized )SHEET (BANQUET SPACE) page 106GUEST ROOM CONTROL BOOK ( NUMBER OF GUEST

ROOMS (Tentative ,hold) AUTOMATED VERSION ( function + Guest room)

Marketing communication System

ESTABLISHING FILING SYSTEM

CATEGORIES

1. Alphabetical filing names/organization2. Key word Alphabetical filing (organization) petroleum,

police etc3. Numerical (numbers)

ELEMENTS OF FILING SYSTEM

Master card file

Everything like name ,address ,geographical area ,month of meeting ,Follow-up required & decision makers

Account FileClient based. It contains all information and event in reverse chronological order ,often color coded . Computerized

Trace FileThat helps in reminding the dates and events ,Automated DELPHI

• BENEFITS OF AUTOMATION

1. Allows tedious task to be accomplish quickly and efficiently2. Allows immediate access to sales information3. Facilitate personalized mailing based on the data in their memory bank4. Reduce the risk of human error5. Store information helps in direct sales promotion or individual client based on zip

code desired time, area of interest and so on6. Generating mailing list in a fraction of time 7. Enhance communications among properties ,greatly facilitating the sales efforts in

large hotel chains

ADDITIONAL APPLICATION OF AUTOMATION

• DATA BASE MARKETING

It stores data for establishing relationship and retaining guests .7-8 times more expensive to acquire new guest than to retain existing one

• HOME BASED VIRTUAL OFFICE• Lists, Reports, Analysis and Application

• YIELD MANAGEMENT

• REVENUE REALIZED ACTUAL SALES = YIELD

REVENUE POTENTIAL

• REVENUE MANAGEMENT

• Revenue centers, restaurant, recreation, additional booking, groups• Maximize profits from each piece of hospitality from each business

• Things should be considered when evaluating a marketing and sales staff

1. Does everyone understand that customers needs come first and roll of marketing and sales organization is to fill those needs

2. Does everyone understand marketing plan3. Does everyone understand property, competition and market place4. Does sales person have clear understanding of their goals, submit weekly plantraced and follow up

4. Proper maintenance and security of account file to be traced and followed up5. Marketing and sales office in place. (training, monitoring SOPs etc)

• PERSONEL SALES

Topic to be discussed• TYPES-sales call• PROSPECTING• PRESENTATION SALES

CALL(5 STEPS)• KEY ACCOUNT

MANAGEMENT

CHAPTER--- 4

TYPES• Cold calls (The objective is to get

information. Generally little is known about the person to call)

• Public relation calls (service calls on companies already clients for good will )

• Presentation calls(appointments calls/meeting decision makers etc)

• Inside calls (walk-in inquiring /tour operators ,travel agents specially visit during peak hours )

• PROSPECTING:Identifying potential and future clients

• Sources:• Referrals(satisfied customers are excellent leads)• Other Departments within large corporations.• Local organizations and companies(business directories, chambers of • commerce, industry reports,

• Community contacts (Department store manager/real estate people)

• Front desk personnel (individual guest to bring the business

• Other property employees (staff members)

• Competitors (lower rate/product service/promotion)• Other sources (new papers)

• The national levelIntermediaries like travel agent ,tour operators etc

• Networking• Exchange of visiting cards with potential civic and social

organization

• The internet • Searching by names ,websites etc

• Qualifying Prospecting page 144

• 80/ 20 rule

1. Financial status2. Need for product and service (special

service/competitors activity

3. Ability to purchase (budget imitation etc)

Preparing for the presentation sales Call

• Property research (property fact book, features/services and benefits

• Competition research (sales method, pricing strategies, promotion, sales staff size and skills ,personel visit, Market intelligence)

• Client research (annual reports, trade journals etc needs and wants, Empathetic )

• Features/services and Benefits

• Features :We have electronic door locks• BenefitsYou will enjoying a feeling of securityFeature:Our restaurant is just around the corner from

your office.

• You can walk our restaurant and avoid the long delay

• Sales Kit

• All relevant information about the property, points to be discussed

• Testimonials/endorsement letters, business cards, visuals use of lap top /note Pad etc

• Projecting a professional Image

• Non verbal (Appearance ,hand shake, *territorial space, body language)

• Voice Quality (Voice tone)

• Listening skills (repeat in your own words after listening )

• Negotiation skills (two parties coming together to reach an agreement for mutual benefit) win-win situation

Territorial space. cultural differences

4.Categories:1. Public space Is a non threatening area .Best for the selling group 2. Social Space: is a space related to desk

distance3.Personel Space: depending upon a

person’s back ground4.Intimate space: Arm distance

• Opening the sales call• Introduction, Purpose, Benefit and Bridge

• Getting client involvement• Questioning open ended ( statement base)/closed ended (y/n)

• Presenting your property• Organization, 161 effective speaking (canned approach) use of visual aids

• Overcoming objections• Exhibit 7 Price or rate/Product or service/Lack of interest (never provoke client

reaction )

• Closing and follow-up • Test close ( draw a reaction of the client) /major close asking for sale)• Phone call/letter /courtesy visits

• Presentation Sales call (5 STEP)

• Read and understand the above check lists and write down the;Importance & Benefits of each article in your own words Date of submission : 2ND JAN

ASSIGNMENT-2

• Planning Check list Exhibit 6 page 161

• Improving the sales productivity by achieving set goals and objectives .Two key factors

• Time management activity• Best utilization while travelling, waiting ,prioritization

• Key account management • Ranking the accounts by profitability

CHAPTER 5

• Telephone sales

Telephone Etiquette

• Let the potential guest to know how important he/she is for the property.

• It is important because unlike personnel calls you cant read the body language ,office decor, handshake etc

TELEPHONE COMMUNICATION SKILLS

• Tone of voice verbal smile• Pitch low• Inflection avoid monotone • Understandability without interruption• Enthusiasm Add spirit

• How to make a good impression

• Adequate preparation(organized)• Adequate time(no interruption) • Direct contact(Dial personally)• Courtesy (Respect others)• Brevity (short)• Timing(avoid late afternoon etc)• Do not Leave message • Avoid voice mail • Avoid to take hold

• Sales calls• Promotional calls • Service calls • Public relation calls

• Prospect and qualifying calls decision making

• APPOINTMENT CALLS

• TYPES OF OUT GOING CALLS

• 5 STEPS OF APPOINTMENT CALLS

• Reaching the decision maker• Opening the call• The presentation• Overcoming the objections• Setting the appointment

• Telephone sales operations

• Telephone sales blitz(gather information /task oriented_

• Telemarketing• Programms

How to overcome the intermediaries• Gate Keepers• Secretaries• Receptionist

Closing techniques :• Asking for sales• Forced choice questions• Pause close• Closing on an objections (counter with

benefits• Series of minor agreements

• How to improve the listening skills (the second half of successful sales call)• Limit talking (More

Prospect talking)

• Get involved(I know how you feel)

• Ask Questions (Get the views ,needs of the prospect

Incoming calls• Reservation• Central reservation systemI. Helps on yield managementII. Measuring sale and marketing effortIII. Evaluate effectivenessIV. Personalization • Response to advertising• Inquiries

• Telephone sales Blitz• Usually target a particular

geographical area or market segment and develop a plan for contacting as many propels as we can within a short period of time

• Tele marketing• The most economical way to provide

person to person contact immediate feedback and the flexibility of a variety of approaches without the cost of of personnel sales call. Systematic way to use phone call with a highly trained telemarketers

• In evaluating the programme • 5% gives immediate feedback• 20% generated appointment• 60% wanted more information

• 15% no interest

PROGRESS TEST 1