Increasing sales effectiveness for hotels and venues

Objectives

• The special nature of sales processes in the industry

• The way customers expect and will respond to the business relationship being handled

• How to develop effective techniques to sell in a way that reflects the special nature of the “product” and use the nature of the business to best advantage to create and develop business

• How to differentiate powerfully and out sell competition

Introduction

The hotel (and conference) business operates in a dynamic and competitive market. It is international in extent. Customers –guests- are increasingly demanding and fickle, and their expectations of service in all its aspects increase years by year. Selling must not only be persuasive, it must differentiate clearly from competition near and far (including internationally). Yet it must reflect customers’ real needs and create and maintain ongoing business relationships.

This one-day review will show you how to increase sales (throughout the revenue generating aspects of the business) it sales out proven principles and techniques that are tailored to, and work in, this unique industry.

Course Outline!

The current and new realities of competition the nature of the hotel and allied market, and the way in which clients view it and how they select and make decisions to buy one property rather than another.

Creating a Powerful Approach

The overall structure involved the need to understand the client and their thinking the detail necessary differentiate from competition the buyer/seller relationship: creating it and using it to build business the role of viewings of the property as a key part of the process.

Directing the Sale Meeting

• The role of organization- deciding where the meeting should be held – planning and organizing: you, the client, the environment and the sales aid.
   

• Getting started- making a winning first impression- creating the right atmosphere and building rapport – getting and keeping control identifying clients’ real needs- questioning techniques- linking to the way you describe and techniques- linking to the way you describe and demonstrate the property.
   

• Presenting your case- making a persuasive case making it attractive, clear and credible using the “shopping list” approach to sell the full range of “product” maximizing the effectiveness of the “show round”.
   

• Handing Objections – the positive side of objections – keeping control – the options to deal with them – maintaining the balance of the case.
   

• Choosing – action to gain a commitment – what to do if things cannot be tied down – linking to follow up.

Increasing Sales Certainty

Follow up methods, progressing the contact and the power of persistence – tying down the business – linking to ongoing sales – the writing.

Note: Participants will see a special training film, made specifically for the hotel industry and linked to the coverage of this seminar.

Summary – Action for the future.

Who Should Attend?

The seminar is specifically tailored to the hotel, and conference industry, it is designed for sales executives, including those specializing on particular sectors of business (such as meetings, conferences and banqueting). Those managers on the sales/ marketing side of hotel operations will also find the program useful.

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