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Module: SalesinHospitalityIndustry
Targeted
Audience:
Sales Managers, Sales Executives, Sales Coordinators, Sales Assistants
Everybody who is involved in Sales Process
Goal: Offer a systematic and structural approach to the sales process; discuss the
specifics of selling in hotel industry (product, customer, distribution chain and
pricing); analyse the role and main tasks of the sales and marketing
department, the role and tasks of a sales manager, review main skills and
competencies as well as fundamental principles essential for successful selling
Content Why sales in hospitality is different
Sales Cycle
Main tasks of the Sales Department
Sales Manager’s areas of responsibilities
Necessary skills and competencies;
Fundamental principles of Sales Success
Result: Participants will understand the main tasks of the sales and marketing
department and its role in the overall hotel operation, will understand the sales
process and its steps, will review main professional skills and competences and
will be able to use them in their job
3. Module: Prospectingfornewbusiness
Targeted
Audience:
Sales Managers, Sales Executives, Sales Coordinators, Sales Assistants
Everybody who is involved in Sales Process
Goal: Stress the importance of prospecting for new business, offer a systematic
approach to the process of generating business leads, analyse each step of the
process, review available sources for information and offer recommendations on
making prospecting more effective
Content: Why Prospecting is so important
Structure of the process and steps;
Generating leads;
Database;
Planning the communication with a potential client
Result: The participants will learn the concept of the Sales Funnel, understand the
importance of active prospecting and steps of the process, will learn what
information is essential for effective prospecting, where and how to get it, will
be able to put together a list of prospective clients, set goals and prioritise their
efforts
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4. Module: Cold Calling
Targeted
Audience
Sales Managers, Sales Executive, Sales Coordinators, Sales Assistants
Everybody who is involved in Sales Process
Goal: To help participants overcome the stress of the first communication with
prospective clients and make the process of cold calling more effective
Content: Why is it so difficult to cold call
Planning the first communication with your prospect
Preparing your script
Initial contact
Potential problems and ways to overcome them
Result: Participants will learn the importance of making positive first impression,
factors which could influence the success of the cold calling, will develop a
script for the first communication and will be able be able to plan the initial
communication with the prospective client and make the process of cold
calling more effective by scheduling more appointments with potential clients
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5. Module SalesProcess
Targeted
Audience:
Directors of Sales, Sales Managers, Sales Executives, Group Sales Managers,
Event Managers, Sales Coordinators, Sales Assistants
Everybody who is involved in the Sales Process
Goal: To offer a structural approach to the sales process, analyse in detail each step of
the sales cycle, review sales skills essential for the process and practice these
skills in role plays
Content: Structure of the sales process
Opening
Needs and objectives
Presenting solutions
Gaining commitment
Handling objectives
Closing and follow up
Result: Participants will learn the structure of the sales process, will understand the
importance of following the structure, will be able to use the necessary sales
skills for each step of the process and convert more prospects into clients
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6. Module:
Segmentationinhotelindustry
Targeted
Audience:
Directors of Sales, Sales Managers, Sales Executives, Sales Coordinators
Everybody who is involved in the Sales Process
Goal: Explain the importance of segmentation, review main segments in hotel industry,
analyse how to select targeted segments and develop them
Content: Segmentation in hotel industry
Criteria for business segmentation
Individual and group reservations
Main segments in hotel industry
Selection of targeted segments
Developing strategy to work with the targeted segments;
How to evaluate success
Result: Participants will learn the importance of segmentation in hotel industry, main
criteria for selecting segments, will be able to select targeted segments, develop a
segmentation strategy and evaluate the results
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7. Module:
CorporateSegment
Howtoworkwith iteffectively
Targeted
Audience:
Directors of Sales, Sales Managers, Sales Executives
Everybody who works with the corporate clients
Goal: Analyse the segment from the point of view of 4 Ps/4 Cs system, discuss
current trends in business tourism, ways of using the knowledge about the
market and industry to make the work with the segment more effective
Content: Business travel. Facts and figures
Business traveller and corporate client
Corporate Policy
How hotels are selected
Decision making process
How to match your selling cycle to their buying cycle
Result: Participants will understand the importance of corporate segment, will
learn the latest trends and developments in the business travel industry as
well as decision making process and their buying cycle, will be able to use
this knowledge when selling to corporate clients
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8. Module:
MICEsegment
Howtoattractmorecorporategroups
andevents
Targeted
Audience:
Directors of Sales, Sales Managers, Sales Executives, Event Managers
Everybody who works with corporate clients and event
Goal: Show the importance of MICE segment for a hotel, analyse current trends
in the industry, give recommendation on how to work with corporate
groups and events more effectively
Content: Importance of group business for a hotel
Why MICE is a special segment
Current trends an tendencies
How these trends affect you
Success Factors
Result: Participants will understand why group business is important for hotel’s
successful operation, will get the knowledge of the latest trends and
tendencies in the meeting industry, learn how to use this knowledge to their
advantage when selling to this segment
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9. Content copyright 2013. IMPULSEHOSPITALITY.COM. All rights reserved
Module
TouristSegment
Howtoattractmoretouristbusiness
Targeted
Audience:
Directors of Sales, Sales Managers, Groups Sales Managers,
Sales Executives, Event Managers
Everybody who works with tourist segment
Goal: Show the importance of developing tourist segment (both individual and tour
group business), analyse current trends in the market and specifics of Russian
market, discuss the peculiarities of working with tourist segment
Content: Tourism in Russia and at your destination
What you should know about modern tourists
Intermediaries and their role
New reality in distribution
Pricing in the tourist segment
Tour groups
Factors of success
Result: Participants will understand why tourist segment is so important for the success
of a hotel, will learn the latest trends and tendencies in the global and local
tourist markets, potential problems as well as the factors that could positively
influence cooperation with intermediaries
10. TimeManagement
SometipsforSalesProfessionals
Targeted
Audience:
Directors of Sales, Sales Managers, Groups Sales Managers, Sales Executives,
Event Managers, Sales Coordinators, Sales Assistants,
Everybody who wants to reduce stress and increase productivity
Goal: To refresh and structure the existing knowledge of time management, discuss
some tools to save time and reduce stress and give some practical advice on
how to increase productivity in everyday life and on business trips
Content: Why do we talk about time
Goals setting
Planning your time wisely
Setting Priorities
Main time wasters or how to find some additional time
Result: The participants will review the benefits of planning, will learn methods of
allocating time, setting goals and priorities, will be able to identify time
wasters in their schedules and plan their work more effectively, as a result
will increase productivity and reduce overall stress
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11. Module:
MarketingPlan
Howtocreateandmakeitwork
Targeted
Audience:
Directors of Sales, Senior Managers, Sales Managers
Everybody who is involved in the process of creating a marketing plan
Goal: To show the importance of strategic planning process for the successful
operation of a hotel, analyse step by step process of creating an effective
marketing plan
Content: Why do we need a marketing plan
Main steps in creating a marketing plan
Situation analysis
Existing business analysis
Setting goals
Developing strategy by segment
Required resources
Evaluation of success
Result: The participants will learn how to write an effective Marketing Plan, will know
its structure, will learn how to collect the required information and analyse it,
will be able to evaluate the current situation, set goals, develop a business
strategy to achieve them and determine the necessary resources, as well as be
able to evaluate the success
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