Managing the Hotel Sales Operation


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What a hotel General Manager should look for in managing his/her sales operation more effectively. What should he/she expect from the sales team.

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  • Evaluating the most effect social media available today. Does this hold true for Asia? What about Korea?
  • Managing the Hotel Sales Operation

    1. 1. Managing the Hotel Sales Operation:What You Should Expect from Your Sales Team<br />David L Jones, Ph.D. <br />Associate Professor<br />Hong Kong Polytechnic University<br />1<br />
    2. 2. What is Selling? <br />
    3. 3. Responsibilities for Managing the Sales Operation <br />Revenue Generation <br />Business Development / Account Management <br />Customer Satisfaction <br />Sales Team Development <br />Administration<br />
    4. 4. How Do You Get More Business in a Competitive Environment?<br />Right Account<br />Right Person<br />Right Need<br />Right Questions<br />4<br />
    5. 5. Right Account<br />It’s About Priorities: <br />Account Grid<br />5<br />
    6. 6. Account Grid<br />100%<br />Propensity/Inclination to Use You<br />100%<br />0%<br />Potential Room Nights/Revenue<br />
    7. 7. Account Grid Rating <br />100%<br />Good <br />Top <br />Propensity/Inclination to Use You<br />Target <br />Marginal<br />100%<br />0%<br />Potential Room Nights/Revenue<br />
    8. 8. Account Grid Rating <br />100%<br />Good <br />Top <br />Propensity/Inclination to Use You<br />Target <br />Marginal<br />100%<br />0%<br />Potential Room Nights/Revenue<br />
    9. 9. Right Person<br />Knowing the Decision Process<br />9<br />
    10. 10. Working Relationship Continuum <br />Transactional<br />Collaborative<br />[ Most of Our Accounts ]<br /><ul><li>Bidding for Business
    11. 11. Price Sensitive
    12. 12. Responding to RFPs
    13. 13. Strategic Partners
    14. 14. Long-Term Relationships
    15. 15. Guanxi</li></li></ul><li>Understanding the Roles People Play in Decision Process<br />Many People Who Influence the Decision <br />Hierarchy of Organization <br />Identify Roles <br />Recommender<br />Final Decision Approver <br />Need to Sell All of Them <br />
    16. 16. Recommender<br />Gatekeepers <br />Screen Out, As Well As Recommend <br />Specifications are the Important Issue <br />Not the One Who Can Give the Final “Yes” <br />
    17. 17. Recommender: Job Titles<br />Administrative/Executive Assistant<br />Purchasing Manager/Director <br />Corporate Business Travelers and Meeting Attendees <br />Third Party Organizer – Travel Agent, PCO <br />What is important to them is that the proposal meets the specifications for the meeting or corporate rate negotiation<br />
    18. 18. Final Decision Approver <br />Gives Final OK to Sign Contract <br />Delegates the Specifications <br />Releases the Control of the Dollars <br />Can Say “Yes”, Even if Others Say “No”<br />Insulated by Recommenders <br />
    19. 19. Final Decision Approver: Job Titles <br />Managing Director<br />Vice President of Sales/Group Director of Sales (Sales Meetings) <br />Vice President of Human Resources /Group Director of Human Resources (Training Meeting) <br />Chief Financial Officer (Volume Corporate Business Contracts) <br />
    20. 20. What Does the Final Decision Approver Want? <br />What the meeting or corporate rate contract is intended to accomplish and the resulting <br />RETURN ON INVESTMENT<br />
    21. 21.
    22. 22. Coaches<br />Must be Developed <br />Inside the Organization <br />Outside the Organization<br />
    23. 23. Coaches<br />Credibility (Guanxi) with the Other Persons in the Decision Process <br />You have Credibility (Guanxi) with Them <br />Willing to Support Only Your Proposal <br />Helps You to Sell the Final Approver <br /> They support your proposal as the best solution to their needs and are willing to help you get the business booked<br />
    24. 24.
    25. 25. Right Needs<br />Knowing the <br />Final Decision Approver’s Needs<br />
    26. 26. Understanding Customer Needs<br /><ul><li>Rates, Dates & Space
    27. 27. Specifications for the Corporate Rate Contract or the Meeting
    28. 28. Business Results
    29. 29. What They Want to Achieve/Accomplish</li></li></ul><li>Beyond Specifications: Business Results<br /><ul><li>What They Want to Accomplish
    30. 30. Purpose of the Meeting or Corporate Rate Contract Negotiations
    31. 31. Their Objectives</li></ul>Increase Profits/Revenues/Sales <br />Reducing Costs/Expenses <br />Improving Productivity <br />
    32. 32. Key Factors with Volume Corporate Customer <br /><ul><li>Who is the Guest?
    33. 33. Company Employees
    34. 34. Customers
    35. 35. Vendors
    36. 36. Where is the Final Approval Given? </li></li></ul><li>Right Questions<br />Determining Final Decision Approvers and Business Results<br />25<br />
    37. 37. Questions That Need to Be Asked<br /><ul><li>Right Person
    38. 38. How Will the Decision Process Be Made?
    39. 39. Right Need
    40. 40. What Do You Want to Accomplish from this Meeting?
    41. 41. What is the Goal or Objective of Your Company’s Corporate Rate Negotiation?</li></ul>26<br />
    42. 42. How Can a You Stimulate the Selling Process?<br />
    43. 43. Stimulating Selling <br /><ul><li>Knowing Top/Target Accounts
    44. 44. Create Dialog with Final Decision Approvers
    45. 45. Making Joint Calls with Your Team
    46. 46. Acting As The Account Grid Master
    47. 47. Integrating Front Office & Sales
    48. 48. Recognizing “Key Selling Time” </li></li></ul><li>Creating Dialog with FA- Social Media<br />Linkedin Discussion Groups<br />Associations<br />Start Your Own<br />Facebook Pages<br />Specific to MICE<br />Blogs & Twitter<br />Mainland China?<br />
    49. 49. Linkedin Discussion Group<br />
    50. 50. Using Linkedin for Dialog<br />31<br />
    51. 51. Look Who is On Facebook<br />
    52. 52. No, Look Who is On Facebook - My Mom!<br />
    53. 53. Marketing<br />
    54. 54. Starwood CEO Blog<br />
    55. 55.
    56. 56. Which Social Media Option?<br />37<br />
    57. 57. The Possession of Facts is Knowledge, the Use of Them is Wisdom Thomas Jefferson<br />
    58. 58. To Be Fond Of Learning <br />Is Near To Wisdom<br />Confucius<br />
    59. 59. Thank You<br />40<br />