managing the hotel sales operation
DESCRIPTION
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.TRANSCRIPT
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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
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What is Selling?
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Responsibilities for Managing the
Sales Operation • Revenue Generation • Business Development / Account
Management • Customer Satisfaction • Sales Team Development • Administration
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How Do You Get More Business in a Competitive Environment?
• Right Account
• Right Person
• Right Need
• Right Questions
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Right Account
It’s About Priorities: Account Grid
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Account Grid100%
0% 100%
Potential Room Nights/Revenue
Pro
pen
sity
/Inclin
atio
n to
Use Y
ou
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Account Grid Rating
Good
Target
Top
Marginal
100%
0% 100%
Potential Room Nights/Revenue
Pro
pen
sity
/Inclin
atio
n to
Use
You
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Account Grid Rating
Good
Target
Top
Marginal
100%
0% 100%
Potential Room Nights/Revenue
Pro
pen
sity
/Inclin
atio
n to
Use
You
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Right Person
Knowing the Decision Process
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Working Relationship Continuum
Transactional Collaborative
• Bidding for Business
• Price Sensitive
• Responding to RFPs
• Strategic Partners
• Long-Term Relationships
• Guanxi
[ Most of Our Accounts ]
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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
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Recommender
• Gatekeepers • Screen Out, As Well As
Recommend • Specifications are the Important
Issue • Not the One Who Can Give the
Final “Yes”
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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
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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
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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)
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What Does the Final Decision Approver Want?
What the meeting or corporate rate contract is intended to
accomplish and the resulting RETURN ON INVESTMENT
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Recommender Attendee/ Traveler
Final Approver
Recommender Administrative Assistant
Purchasing/ Planner
Buying Decision
Group Buying Decision
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Coaches
• Must be Developed
• Inside the Organization
• Outside the Organization
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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
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Recommender Attendee/ Traveler
Final Approver
Recommender Administrative Assistant
Purchasing/ Planner
Buying Decision
Group Buying Decision
COACHES COACHES
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Right Needs
Knowing the Final Decision Approver’s Needs
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Understanding Customer Needs
• Rates, Dates & Space– Specifications for the Corporate Rate
Contract or the Meeting
• Business Results • What They Want to Achieve/Accomplish
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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
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Key Factors with Volume Corporate Customer
• Who is the Guest? –Company Employees –Customers –Vendors
• Where is the Final Approval Given?
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Right Questions
Determining Final Decision Approvers and Business Results
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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?
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How Can a You Stimulate the Selling
Process?
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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”
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Creating Dialog with FA- Social Media
• Linkedin Discussion Groups– Associations– Start Your Own
• Facebook Pages– Specific to MICE
• Blogs & Twitter• Mainland China?
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Linkedin Discussion Group
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Using Linkedin for Dialog
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Look Who is On Facebook
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No, Look Who is On Facebook - My Mom!
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Marketing
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Starwood CEO Blog
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Which Social Media Option?
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The Possession of Facts is Knowledge,
the Use of Them is Wisdom
Thomas Jefferson
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To Be Fond Of Learning
Is Near To Wisdom
Confucius
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Thank You
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