managing the hotel sales operation
Post on 19-Jan-2015
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Managing the Hotel Sales Operation:
What You Should Expect from Your Sales Team
David L Jones, Ph.D. Associate Professor
Hong Kong Polytechnic University
1
What is Selling?
Responsibilities for Managing the
Sales Operation • Revenue Generation • Business Development / Account
Management • Customer Satisfaction • Sales Team Development • Administration
How Do You Get More Business in a Competitive Environment?
• Right Account
• Right Person
• Right Need
• Right Questions
4
Right Account
It’s About Priorities: Account Grid
5
Account Grid100%
0% 100%
Potential Room Nights/Revenue
Pro
pen
sity
/Inclin
atio
n to
Use Y
ou
Account Grid Rating
Good
Target
Top
Marginal
100%
0% 100%
Potential Room Nights/Revenue
Pro
pen
sity
/Inclin
atio
n to
Use
You
Account Grid Rating
Good
Target
Top
Marginal
100%
0% 100%
Potential Room Nights/Revenue
Pro
pen
sity
/Inclin
atio
n to
Use
You
Right Person
Knowing the Decision Process
9
Working Relationship Continuum
Transactional Collaborative
• Bidding for Business
• Price Sensitive
• Responding to RFPs
• Strategic Partners
• Long-Term Relationships
• Guanxi
[ Most of Our Accounts ]
Understanding the Roles People Play in Decision
Process• Many People Who Influence the Decision
• Hierarchy of Organization • Identify Roles
– Recommender – Final Decision Approver
• Need to Sell All of Them
Recommender
• Gatekeepers • Screen Out, As Well As
Recommend • Specifications are the Important
Issue • Not the One Who Can Give the
Final “Yes”
Recommender: Job Titles
• Administrative/Executive Assistant• Purchasing Manager/Director • Corporate Business Travelers and
Meeting Attendees • Third Party Organizer – Travel Agent, PCO
What is important to them is that the proposal meets the specifications for
the meeting or corporate rate negotiation
Final Decision Approver
• Gives Final OK to Sign Contract • Delegates the Specifications • Releases the Control of the
Dollars • Can Say “Yes”, Even if Others
Say “No”• Insulated by Recommenders
Final Decision Approver: Job Titles
• Managing Director
• Vice President of Sales/Group Director of Sales (Sales Meetings)
• Vice President of Human Resources /Group Director of Human Resources (Training Meeting)
• Chief Financial Officer (Volume Corporate Business Contracts)
What Does the Final Decision Approver Want?
What the meeting or corporate rate contract is intended to
accomplish and the resulting RETURN ON INVESTMENT
Recommender Attendee/ Traveler
Final Approver
Recommender Administrative Assistant
Purchasing/ Planner
Buying Decision
Group Buying Decision
Coaches
• Must be Developed
• Inside the Organization
• Outside the Organization
Coaches• Credibility (Guanxi) with the
Other Persons in the Decision Process
• You have Credibility (Guanxi) with Them
• Willing to Support Only Your Proposal
• Helps You to Sell the Final Approver
They support your proposal as the best solution to their needs and are willing to help you get the business booked
Recommender Attendee/ Traveler
Final Approver
Recommender Administrative Assistant
Purchasing/ Planner
Buying Decision
Group Buying Decision
COACHES COACHES
Right Needs
Knowing the Final Decision Approver’s Needs
Understanding Customer Needs
• Rates, Dates & Space– Specifications for the Corporate Rate
Contract or the Meeting
• Business Results • What They Want to Achieve/Accomplish
Beyond Specifications: Business Results
• What They Want to Accomplish • Purpose of the Meeting or Corporate
Rate Contract Negotiations • Their Objectives
Increase Profits/Revenues/Sales Reducing Costs/Expenses
Improving Productivity
Key Factors with Volume Corporate Customer
• Who is the Guest? –Company Employees –Customers –Vendors
• Where is the Final Approval Given?
Right Questions
Determining Final Decision Approvers and Business Results
25
Questions That Need to Be Asked
• Right Person• How Will the Decision Process Be
Made?
• Right Need• What Do You Want to Accomplish
from this Meeting?• What is the Goal or Objective of
Your Company’s Corporate Rate Negotiation?
26
How Can a You Stimulate the Selling
Process?
Stimulating Selling
• Knowing Top/Target Accounts
• Create Dialog with Final Decision Approvers
• Making Joint Calls with Your Team
• Acting As The Account Grid Master
• Integrating Front Office & Sales
• Recognizing “Key Selling Time”
Creating Dialog with FA- Social Media
• Linkedin Discussion Groups– Associations– Start Your Own
• Facebook Pages– Specific to MICE
• Blogs & Twitter• Mainland China?
Linkedin Discussion Group
Using Linkedin for Dialog
31
Look Who is On Facebook
No, Look Who is On Facebook - My Mom!
Marketing
Starwood CEO Blog
Which Social Media Option?
37
The Possession of Facts is Knowledge,
the Use of Them is Wisdom
Thomas Jefferson
To Be Fond Of Learning
Is Near To Wisdom
Confucius
Thank You
40
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