478 07


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a presentation for logistics growth

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478 07

  1. 1. Chapter 7 Selling to the Meetings Markets Convention Management and Service Seventh Edition (478CSB)
  2. 2. Competencies for Selling to the Meetings Markets <ul><li>Explain the steps in making a personal sales call. </li></ul><ul><li>Explain how to conduct telephone selling effectively in meeting and convention sales. </li></ul><ul><li>Describe the convention and meeting sales techniques of sales blitz selling, trade show selling, selling with convention bureaus, site inspection selling, and familiarization tours. </li></ul>
  3. 3. The Six Steps of a Sales Call <ul><li>Pre-call Planning </li></ul><ul><li>Opening the Sales Call </li></ul><ul><li>Getting Prospect Involvement </li></ul><ul><li>Presenting Your Property </li></ul><ul><li>Handling Objections </li></ul><ul><li>Closing and Follow-up </li></ul>
  4. 4. Pre-call Planning <ul><li>Know Your Property </li></ul><ul><ul><li>Property fact book </li></ul></ul><ul><li>Know Your Competition </li></ul><ul><ul><li>Emphasize the strengths of your property, especially in areas where the competition is weak </li></ul></ul>(continued)
  5. 5. Pre-call Planning <ul><li>Know Your Prospect </li></ul><ul><ul><li>Cold calls: fact-finding calls </li></ul></ul><ul><ul><li>Use sales prospect cards to summarize what you know </li></ul></ul><ul><ul><li>Tailor your presentation to the planner’s needs and desires </li></ul></ul><ul><li>Assemble a Sales Kit </li></ul><ul><ul><li>Include all information the prospect will need about your property and services </li></ul></ul>(continued)
  6. 6. Opening the Sales Call <ul><li>Build Rapport </li></ul><ul><ul><li>State your purpose </li></ul></ul><ul><ul><li>Give the main reason(s) the prospect should consider your property </li></ul></ul><ul><li>Bridge Statement </li></ul><ul><ul><li>Ask for permission to continue with the presentation </li></ul></ul>
  7. 7. Getting Prospect Involvement <ul><li>Purpose </li></ul><ul><ul><li>Involve the prospect to understand his or her needs </li></ul></ul><ul><ul><li>Ask all questions before you give your presentation </li></ul></ul><ul><ul><li>Tailor your presentation according to what you learned about the prospect </li></ul></ul><ul><li>Use both types of questions: </li></ul><ul><ul><li>Close-ended questions </li></ul></ul><ul><ul><li>Open-ended questions </li></ul></ul>
  8. 8. Presenting Your Property <ul><li>Be a Problem Solver </li></ul><ul><ul><li>Sell benefits, not features </li></ul></ul><ul><ul><li>Use visual aids to help the planner envision the hotel </li></ul></ul><ul><ul><li>Tailor your presentation to the prospect’s needs </li></ul></ul>
  9. 9. Handling Objections <ul><li>Plan your answers to the most common objections: </li></ul><ul><li>Price objections </li></ul><ul><ul><ul><li>Point out all that’s included in the price </li></ul></ul></ul><ul><li>Product objections </li></ul><ul><ul><ul><li>Turn negative aspects into positive ones </li></ul></ul></ul><ul><ul><ul><li>Example: An older property may have a more experienced staff </li></ul></ul></ul><ul><li>Lack-of-interest objections </li></ul><ul><ul><ul><li>Point out how your property’s benefits are comparable to or better than the competition’s </li></ul></ul></ul>
  10. 10. Closing and Follow-Up <ul><li>Guidelines </li></ul><ul><ul><li>Prospects expect to be asked for a sale </li></ul></ul><ul><ul><li>Follow up whether you made the sale or not </li></ul></ul><ul><li>Trial Close </li></ul><ul><ul><li>Used to elicit responses during presentation </li></ul></ul><ul><ul><li>Build excitement about your property </li></ul></ul><ul><li>Major Close </li></ul><ul><ul><li>Ask for sale directly </li></ul></ul><ul><ul><li>Leave immediately after your presentation </li></ul></ul>
  11. 11. Telephone Sales Techniques <ul><li>Requires proficiency; telephone can be impersonal </li></ul><ul><li>Have your presentation and backup information ready </li></ul><ul><li>Prevent interruptions </li></ul><ul><li>Speak slowly and distinctly </li></ul><ul><li>Be cheerful yet professional </li></ul>
  12. 12. Screening Prospects <ul><li>Qualify prospects before making an appointment </li></ul><ul><li>Use tip sheets to analyze information about planners before you call for an appointment </li></ul><ul><li>Enter information from an interview onto a call report </li></ul>
  13. 13. Setting Appointments for Personal Sales Calls by Phone <ul><li>Intermediaries (Receptionists) </li></ul><ul><ul><li>Build rapport with them </li></ul></ul><ul><ul><li>Get through them to the decision maker </li></ul></ul><ul><li>Three Steps in Setting Appointments by Phone </li></ul><ul><ul><li>Open the call </li></ul></ul><ul><ul><li>Present (don’t try to sell) </li></ul></ul><ul><ul><li>Set the appointment </li></ul></ul>
  14. 14. Telemarketing <ul><li>Tips </li></ul><ul><ul><li>Use scripts that draw attention </li></ul></ul><ul><ul><li>Staff must be well-trained </li></ul></ul><ul><ul><li>Telemarketing needs clear goals </li></ul></ul><ul><li>Two Kinds of Telemarketing </li></ul><ul><ul><li>Qualifying prospects </li></ul></ul><ul><ul><li>Market research </li></ul></ul>
  15. 15. Sales Blitz Selling <ul><li>Definition </li></ul><ul><ul><li>Contacting potential clients in a concentrated area over a brief period of time </li></ul></ul><ul><ul><li>Used for both reaching and qualifying new prospects </li></ul></ul><ul><li>Characteristics </li></ul><ul><ul><li>Purpose: Demonstrate the hotel’s ability to host meetings </li></ul></ul><ul><ul><li>75 to 90 calls over a three-day period </li></ul></ul><ul><ul><li>Sales letters sent in advance to create “warm calls” </li></ul></ul><ul><ul><li>Use city directories to select target area </li></ul></ul><ul><ul><li>External staff may be used </li></ul></ul><ul><ul><li>Sales blitz survey sheets </li></ul></ul>
  16. 16. Trade Show Selling <ul><li>Advantages </li></ul><ul><ul><li>Deal directly with prospects who buy </li></ul></ul><ul><ul><li>Low cost—Average of $185 per client </li></ul></ul><ul><ul><li>Share space with local convention and visitors bureau </li></ul></ul><ul><li>Disadvantages </li></ul><ul><ul><li>Initial cost of transportation, setup, and display </li></ul></ul><ul><ul><li>Competitors present, targeting same markets </li></ul></ul><ul><ul><li>Attendees may have no interest in your property </li></ul></ul>(continued)
  17. 17. Trade Show Selling <ul><li>Trade Show Selling Techniques </li></ul><ul><ul><li>Create action plan before show: identify prospects, set sales and follow-up strategies </li></ul></ul><ul><ul><li>Target the businesses with the most potential </li></ul></ul><ul><ul><li>Solicit before and after show </li></ul></ul><ul><ul><li>Qualify prospects quickly </li></ul></ul>(continued)
  18. 18. Selling with Convention and Visitors Bureaus <ul><li>Characteristics </li></ul><ul><ul><li>Often referred to as “CVBs” </li></ul></ul><ul><ul><li>Extension of hotel’s sales staff </li></ul></ul><ul><ul><li>Organized/funded in various ways </li></ul></ul><ul><ul><li>Convention lead forms </li></ul></ul><ul><ul><li>Housing bureau </li></ul></ul><ul><ul><li>Many CVBs are members of IACVB </li></ul></ul><ul><li>Sales Tools They May Share with Properties </li></ul><ul><ul><li>Encyclopedia of Associations </li></ul></ul><ul><ul><li>Directory of Corporate Meeting Planners </li></ul></ul>
  19. 19. Site Inspections and Familiarization Tours <ul><li>Site Inspections </li></ul><ul><ul><li>For individual prospects </li></ul></ul><ul><ul><li>Choose busy times </li></ul></ul><ul><ul><li>Take time to conduct tour </li></ul></ul><ul><ul><li>Show only areas of interest </li></ul></ul><ul><ul><li>Train staff as tour guides </li></ul></ul><ul><li>Familiarization Tours (Fam Tours) </li></ul><ul><ul><li>For groups of prospects </li></ul></ul><ul><ul><li>Qualify prospects in advance </li></ul></ul><ul><ul><li>Tell prospects what is included, the duration, and who is invited </li></ul></ul><ul><ul><li>Try to close sale before prospect leaves </li></ul></ul>
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