The document discusses internal marketing and sales in the hospitality sector. It describes internal marketing as seeing employees as customers who must be convinced of their importance to the property's success. Internal sales are specific sales activities conducted by employees to promote additional sales and guest satisfaction. Management can encourage internal sales by providing an environment for guest-employee interactions, instilling employee pride, and providing training. The general manager's attitude greatly influences the success of an internal sales program.

1. INTERNAL SALES
Internal marketing & sales and its
various uses for the hospitality
sector
PEEYUSH SRIVASTAV
ASST PROFESSOR
BCIHMCT NEW DELHI
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2. PEEYUSH SRIVASTAV
ASST PROFESSOR
BCIHMCT NEW DELHI
WHAT IS INTERNAL MARKETING ?
A concept that sees employees as “customer” who
must be sold on the property they work for and
convinced of their importance to its successes.
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3. PEEYUSH SRIVASTAV
ASST PROFESSOR
BCIHMCT NEW DELHI
WHAT IS AN INTERNAL SALE?
Specific sales activities engaged in by various
employees of a property in conjunction with a
program of internal merchandising to promote
additional sales and guest satisfaction.
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4. PEEYUSH SRIVASTAV
ASST PROFESSOR
BCIHMCT NEW DELHI
WHAT IS AN INTERNAL SALE? Contd.
Management can encourage these vital relation
ships in three ways.
1 . Provide an environment for guest – employee
relation.
2. Instill pride (recognizing the value of employee
and their positions)
3. Provide training that encourages employees to
become more helpful.
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5. Let us now move to …..
PEEYUSH SRIVASTAV
ASST PROFESSOR
BCIHMCT NEW DELHI
THE ROLE OF GENARAL MANAGER IN
INTERNAL SALES
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6. PEEYUSH SRIVASTAV
ASST PROFESSOR
BCIHMCT NEW DELHI
THE ROLE OF GENARAL MANAGER IN INTERNAL
SALES
• The attitude of the general manager will greatly
influence the success of an internal sales program.
• If the GM is not customer and sales oriented, it is
unlikely that the staff will be highly motivated. A
general manager can develop a sales oriented staff
by:
• Hiring sales oriented employees
• Training employees in sales techniques
• Motivating employees to sell
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7. PEEYUSH SRIVASTAV
ASST PROFESSOR
BCIHMCT NEW DELHI
ROLE OF EMPLOYEES IN INTERNAL
SALES
• Many employees make guest contacts while the
guests are in the hotel. Here the employees are
encourage to make good rapport with the
customer to get their repeat business, it is
especially important to build guest loyalty to
avoid losing even a small part of your current
guest base to competitors.
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8. PEEYUSH SRIVASTAV
ASST PROFESSOR
BCIHMCT NEW DELHI
RELATIONSHIP SELLING
Relationship selling can be defined as building
guest locality by creating enhancing and
maintaining a good relation ship with guest.
There several ways for properties to learn more
about their guests so they can build relationship
with them. One common method used is the use
of guest profiles. Other way is getting
information through staff.
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9. PEEYUSH SRIVASTAV
ASST PROFESSOR
BCIHMCT NEW DELHI
• One way to promote internal sales is through
Employee Training.
• There are various things on which we can train
the employees
• The following slides will give you the
information on Employee Training
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10. EMPLOYEE TRAINING
PEEYUSH SRIVASTAV
ASST PROFESSOR
BCIHMCT NEW DELHI
• Employee training should be included a number
of areas that will enable employees to assist
guest and build rapport. These areas include:
Knowing the property
Employees are encouraged to study the property
fact book in order to get a good knowledge about
the property.
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11. Knowing the community
PEEYUSH SRIVASTAV
ASST PROFESSOR
BCIHMCT NEW DELHI
It is important to aware the area surrounding
hotel and places of interest in the area.
Employee can promote such things to their
customers.
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12. Interacting with guest
PEEYUSH SRIVASTAV
ASST PROFESSOR
BCIHMCT NEW DELHI
Positive interaction with guest is crucial to making
a good impression and generating repeat
business. When ever possible call guest by their
complete name or their surname. For example
Mr Aman Bansal or Mr. Kumar etc…
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13. Learning sales skills
PEEYUSH SRIVASTAV
ASST PROFESSOR
BCIHMCT NEW DELHI
Sales skills help employees to make the most of
sales opportunities in their particular areas of
guest contact.
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14. PEEYUSH SRIVASTAV
ASST PROFESSOR
BCIHMCT NEW DELHI
UP SELLING TECHNIQUES
• Reservation is an effective way to increase
revenues, but very few front desks or
reservations staffs are trained to use upgrading
techniques. Upgrading can be accomplished
without pressuring a guest by using one of three
methods.
Before I discuss, tell me how many upselling
techniques you are aware of …???
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15. PEEYUSH SRIVASTAV
ASST PROFESSOR
BCIHMCT NEW DELHI
The Three techniques are :
Top down method
Guests are encouraged to reserve middle or high rate
rooms.
Rate category alternative methods
If the guest can’t afford high rates, Guests are encouraged
to select middle rates range of rooms
Bottom up
If the guest can’t afford high rates and middle rates Guest
are encouraged to buy low rates rooms
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16. PEEYUSH SRIVASTAV
ASST PROFESSOR
BCIHMCT NEW DELHI
Some more up selling
techniques used for
promoting internal sales in a
hotel property are
mentioned in the next few
slides.
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17. PEEYUSH SRIVASTAV
ASST PROFESSOR
BCIHMCT NEW DELHI
SUGGESTIVE SELLING
It is a process of influencing guest’s purchase
decision through the use of sales phrases. The
entire employee can practice these techniques to
increase the sales volume.
Example - food server can suggest a cocktail
before the dinner.
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18. Cross Selling
PEEYUSH SRIVASTAV
ASST PROFESSOR
BCIHMCT NEW DELHI
• It is simply using media in one area of the property
to promote a different area of the property.
• For example – a tent card in a specialty restaurant
may advertise special offer at Coffee shop, Bar or
any other specialty restaurant
• Information through posters or brochures at Front
Office may promote SPA or Health facilities.
• Employees can also cross sell. Employees working at
one restaurant may suggest guest to take advantage
of another restaurant or facility.
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19. PEEYUSH SRIVASTAV
ASST PROFESSOR
BCIHMCT NEW DELHI
EMPLOYEE INCENTIVE PROGRAMME
Employee incentive programs can be an effective
means of motivating employees to sell and of
tracking sales results. Here the employees are
rewarded in various ways for their extra selling
efforts. When developing incentive programs
management should realized that while
incentives in the form of cash, merchandise, or
trips are often used to motivate employees.
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20. PEEYUSH SRIVASTAV
ASST PROFESSOR
BCIHMCT NEW DELHI
INTERNAL MERCHANDISING
Internal Merchandising is the use of guest
room services directories, Restaurant tent cards,
Elevator posters, Bulletin boards and other
promotional items to promote the property’s
facilities and services.
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21. PEEYUSH SRIVASTAV
ASST PROFESSOR
BCIHMCT NEW DELHI
DO READ YOUR
CLASS NOTES
AND REFER TO
CHAPTER NOTES
ALSO…
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