Master Connection Associates © 2009 WELCOME! The Webinar will begin shortly Say Yes to Certification! The CHSE Exam Facilitated.

Master Connection Associates© 2009www.masterconnection.com

WELCOME!WELCOME!The Webinar will begin shortlyThe Webinar will begin shortly

Say Yes to Certification! Say Yes to Certification! The CHSE ExamThe CHSE Exam

Facilitated by our Strategic PartnersCindy Novotny & Gina Viña

Master Connection Associates

Today’s Presenter:Today’s Presenter:

Cindy NovotnyMaster Connection

Associates

3

OverviewOverview

• Why certification is critical• How to use the study guide• How to be a great leader in your

chapter• Why learning and growing will ensure

you do not become obsolete

• Today is all about selling the Today is all about selling the experience…experience…

• ProfessionalProfessional: Conforming to the standards of skill, competence, or character normally expected of a properly qualified and experienced person in a work environment; showing a high degree of skill or competence.

AppearanceAppearance• Most people need 30 seconds 30 seconds to make an

impression• Should always be professional & consider the

client and market segment• Not just about the hairstyle & clothes,

consider your marketing tools, body language and tone of voice

• Make eye contact & smile at all times – mirror the customer mirror the customer

AttitudeAttitude

• Sales person most important attribute is their Sales person most important attribute is their great attitudegreat attitude

• Although challenging at some times, it is important to maintain a professional attitude

• A positive attitude can be conveyed over the telephone and the customer will notice

• Should reflect excitement about our business, smile through the phone, the customer’s expectations are high so answer the phone without voicemail.

What does it take for you to be What does it take for you to be perceived as consultative? perceived as consultative?

• The most important characteristic you can have in selling is persistence & persistence is the key to success

• IntegrityIntegrity is the result of our observable behavior over time

• You must have complete knowledge of your company, products, the competition & the customer

Time ManagementTime Management• Managing your time and energy is key to your

success on a daily basis• A productive sales person should focus on

sustaining their energy throughout the day• You should be prospecting, handling accounts,

then administrative duties with one-third of the day focused on new business

• Outlook & 2 Week Time Log

Review QuestionsReview Questions1.1.What are ways you can exhibit What are ways you can exhibit

professionalism?professionalism?

2.2.How do you demonstrate persistence & How do you demonstrate persistence & integrity?integrity?

3.3. In what ways can you improve your time In what ways can you improve your time management so you are spending 70% of management so you are spending 70% of your day on sales activities? your day on sales activities?

The Sales ProcessThe Sales Process

• Researching Key & Target Accounts

• Prospecting strategically vs. “dialing for dollars”

• Probing to find the “hot buttons”

• Presenting the experience vs. the features

• Overcoming Objections

• Closing more effectively every time

Researching Key & Target AccountsResearching Key & Target Accounts

• Identify Key Accounts, Key Prospects, & Active Accounts

• Develop relationships with key influencers• SMARTSMART Goals• Strategic Sales PlanStrategic Sales Plan: set a goal, develop a

strategy, and putting the action steps into place• Reverse Selling Plans

ProspectingProspecting• You must focus and target the right type of

prospects• Find new customers, uncover their needs &

get an appointment• Check your database, research through

Hoovers and other outlets• Everyone is a “suspect”“suspect”• Telemarketing – “Power Hour”“Power Hour”

Telemarketing PlanTelemarketing Plan

• A list of all the resources for making the initial calls

• A list of planned questions to uncover future

potential

• Block out time each day to yield new prospects

• Get in the mindset to make the calls

• Should obtain names to prospect further

ProbingProbing• Never sell on the first call or the first part of

the call• It is easier to sell someone what they want• Establish rapport immediately• Explicit/Implicit Needs• Before you start selling your product, the

most important thing you should know is what the customer will base their decision on…

Experience vs. FeaturesExperience vs. Features• You must sell on solutions and not price• What issues/concerns are important to the

customer?• Who is involved in the decision making

process?• What will they base their decision on?• Must keep your presence & professionalism in

the customer’s minds before another presentation

FAB’sFAB’s• FeaturesFeatures: : the tangible characteristic of

the product you are selling

• AdjectivesAdjectives: : description of the feature

• BenefitsBenefits: : what it means to the customer; why they will buy

Overcoming ObjectionsOvercoming Objections• Chances are you will be thrown an objection and the

best way to respond is to LEAPLEAP• Put fear aside and look for “smoke screens”• Actively LListenisten to what the customer is saying• EEmpathizempathize with what has been said by the customer• AAsksk questions for great understanding of what the

customer is saying• Then you can take action to PProduceroduce the proper

response/answer

The CloseThe Close• Prepare to ask for the business or a

decision to move forward• Look for closing points from the customer

and recognize where the call is headed• Various Kinds of Closing

NegotiationNegotiation The sales person must create the win-winThe sales person must create the win-win

• Keep in mind: -Listen -Be Confident -Mirror the Body Language of the Client -Make it a Conversation -Know the Win-Win

Review QuestionsReview Questions1.1.What are the SMART elements for setting What are the SMART elements for setting

goals in your Strategic Plans?goals in your Strategic Plans?

2.2.Define FABDefine FAB

3.3.What is the four step process for overcoming What is the four step process for overcoming objections?objections?

4.4.Why is mirroring the body language of the Why is mirroring the body language of the client important in negotiations?client important in negotiations?

More on Sales Success…More on Sales Success…

• The most prominent factor in Sales Success is the Economic EnvironmentEconomic Environment

• Other factors include: Technological Environment, Regulatory Environment, & Natural Environment

• As a professional, it is important to stay current on the industry/area of your client base.

Define Your MarketDefine Your Market• Before you can begin networking, you must

define what market segment you will target• Hospitality Market Segments include:

-Associations

-SMERFE

-Corporate

-Leisure Transient

-Tour & Travel

-Government

NetworkingNetworking• There are many ways to begin looking for new There are many ways to begin looking for new

prospects and allow face to face contactprospects and allow face to face contact• Start in your backyard – Chamber of Start in your backyard – Chamber of

Commerce, your own hotel, industry eventsCommerce, your own hotel, industry events• Before networking, have the “elevator Before networking, have the “elevator

speech” ready, business cards, and a goal set speech” ready, business cards, and a goal set in mind of how many prospects you wish to in mind of how many prospects you wish to have before the end of the nighthave before the end of the night

Trade Shows & BlitzingTrade Shows & Blitzing• Trade Shows are a great way to network – but Trade Shows are a great way to network – but

only if done effectively. Get out of your booth!only if done effectively. Get out of your booth!• First Impression is KeyFirst Impression is Key• Have plenty of brochures, business cards, and Have plenty of brochures, business cards, and

unique giveaways on handunique giveaways on hand• Sales Blitz today is different than it was years Sales Blitz today is different than it was years

ago – it should be done on the phone first, then ago – it should be done on the phone first, then canvas your territorycanvas your territory

• Referrals Referrals

Client CommunicationClient Communication• Knowing your “Behavioral Style” & the style Knowing your “Behavioral Style” & the style

of the customer will make your relationship of the customer will make your relationship more effectivemore effective

• Four Basic Behavioral Styles:Four Basic Behavioral Styles:

-Amiable-Amiable

-Expressive-Expressive

-Analytical-Analytical

-Driver-Driver

RFPs, Proposals, & ContractsRFPs, Proposals, & Contracts• RFPRFP: Request for Proposal - Must be

customized to meet the customer needs• ProposalProposal – Have you done your best to

create the win-win?• ContractContract:

-Force Majeure-Cancellation-Attrition

Final Tips for SuccessFinal Tips for Success• Sales Office coverage should be based on

your territory and clients• When handling an inquiry – ask questions!• During the first site visit, it is fine to ask for

the business• Prospect daily! Takes six calls to prospect

before they become a customer• Stay in touch with your clients…

Review QuestionsReview Questions

1.1.Describe each of the six market segments in Describe each of the six market segments in the hospitality industry.the hospitality industry.

2.2.Name the four behavioral stylesName the four behavioral styles

3.3.How do you effectively work a tradeshow?How do you effectively work a tradeshow?

4.4.What is the most important aspect of What is the most important aspect of converting business in your proposal?converting business in your proposal?

Creative SellingCreative Selling• You must avoid selling on price alone, what You must avoid selling on price alone, what

will set you apart is value proposition and will set you apart is value proposition and creative sellingcreative selling

• Your Your PARADIGMPARADIGM = Success for Creative = Success for Creative Selling!Selling!

• How you apply the information you gather will How you apply the information you gather will be the measure of how innovative and be the measure of how innovative and creative you can be.creative you can be.

• Partnering with your Marketing DepartmentPartnering with your Marketing Department

The Essentials of Marketing:The Essentials of Marketing:• Marketing PlanMarketing Plan: Targeted at high-level• Marketing MixMarketing Mix for a hotel is based on

positioning & reflects the value of the product• Marketing ToolsMarketing Tools: PR, Promotions, Email

Blasts, & Personal Selling• S.W.O.T AnalysisS.W.O.T Analysis: Competitive knowledge –

Strengths, Weaknesses, Opportunities, Threats

TourismTourism• Marketing plays a role in positioning your Marketing plays a role in positioning your

business to maximize tourism opportunities business to maximize tourism opportunities • CVB vs. Chamber of CommerceCVB vs. Chamber of Commerce• Two things are very important to the tour & Two things are very important to the tour &

travel market segment: location & ratetravel market segment: location & rate• Travel Agents – IATA, FAM Trip, DMCsTravel Agents – IATA, FAM Trip, DMCs• American Automobile Association & Diamond American Automobile Association & Diamond

Rating Systems Rating Systems

Review QuestionsReview Questions

1.1.How can you use creative selling?How can you use creative selling?

2.2.How can you work with marketing to improve How can you work with marketing to improve your value proposition?your value proposition?

3.3.What is a S.W.O.T analysis?What is a S.W.O.T analysis?

4.4.What is the marketing mix for your hotel?What is the marketing mix for your hotel?

Meetings & EventsMeetings & Events

• BEO & Group Resume • Meetings and event planning are their own

industry• You should constantly be updating your

industry knowledge to continue evolving

Event Planning Event Planning • Once the event is booked – Convention

Services, Catering & Banquets becomes involved, but you should still understand the basics

• Professionals in Event Planning• The sales person must understand what your

facility can & cannot accommodate• What kind of events are attracted to your

hotel/facility?

Set-UpSet-Up• Different kinds of meetings/events require a Different kinds of meetings/events require a

wide range of set-up, you should be familiar wide range of set-up, you should be familiar with all:with all:

-Theatre Style -Classroom Style

-Conference Style - “U” Shape-Hollow Square -Banquet Style-Half Moon Rounds -Herringbone-Chevron -Crescent Seating-Pod Seating

• Stage Set-UpsStage Set-Ups

Audio VisualAudio Visual• LCD ProjectorsLCD Projectors• White BoardsWhite Boards• Some terms to be familiar with:Some terms to be familiar with:

-Bandwidth-Bandwidth

-ISP-ISP

-T1 Line-T1 Line

-Ethernet Cable-Ethernet Cable

Going GreenGoing Green

• The “Green Trend” “Green Trend” is universal and the world of meetings and events is no exception

• LEED LEED Rating• Organic Food Products• Sustainable Tourism

Review QuestionsReview Questions

1.1.What is the benefit for you as a sales What is the benefit for you as a sales manager to understand meeting planning and manager to understand meeting planning and set-ups?set-ups?

2.2.Name three common room set ups and why Name three common room set ups and why you use them.you use them.

3.3.What is a LEED rating?What is a LEED rating?

Food & BeverageFood & Beverage• As hospitality sales executives, it is crucial to

expand your knowledge of the industry• In the past, food & beverage trends were only

supposed to be knowledge of the catering/convention services department – NOT TODAY!NOT TODAY!

• This knowledge can provide a better selling angle to your clients

Selling FoodSelling Food• Depending on your role in sales and the size

of your property – you may have to sell food & beverage events – “by the piece”/ “a la carte”

• Pricing is based on cost – “Dynamic Pricing”• Basic Banquets Knowledge• Breakfast – Continental vs. European• Coffee Trends

Selling BeveragesSelling BeveragesA few important facts for selling alcohol & having A few important facts for selling alcohol & having

aa

bar at an event:bar at an event:-Standard Liquor Law – 21 Years of Age-Some states allow guests to bring in

their own alcohol-Cash Bar vs. Hosted Bar-Sommelier-Mixologists

Miscellaneous F&BMiscellaneous F&B• The higher level of professional you are, the

broader your knowledge should be. Food & Beverage is a HUGE part of sales – become an expert!

• Other Terms to be F&B Savvy:-A.Q.-A.Q. -Potable Water-Potable Water

-F.I.F.O.-F.I.F.O. -Buffet “Action Station”-Buffet “Action Station”

-Queen Mary-Queen Mary -Sous Chef-Sous Chef

- “Mis en place”- “Mis en place” -Madeleine -Madeleine

Review QuestionsReview Questions

1.1.What is the difference between a menu priced What is the difference between a menu priced “by the piece” and “a la carte?”“by the piece” and “a la carte?”

2.2.Define State Liquor Law.Define State Liquor Law.

3.3.Can you drink potable water?Can you drink potable water?

4.4. If you were ordering a sommelier in a If you were ordering a sommelier in a restaurant, what would you be ordering?restaurant, what would you be ordering?

5.5.Give an example of dynamic pricing. Give an example of dynamic pricing.

QuestionsQuestions

MCA ContactMCA ContactMaster Connection Associates Master Connection Associates “…Dynamic Training Solutions!”Corporate Office: 949-589-6137

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Check out Cindy Novotny's latest message on YouTube! 

http://www.youtube.com/watch?v=kn9uIcc3YPA

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