Fáilte Ireland Sales Academy

Transcription

1 Fáilte Ireland Sales Academy The Fáilte Ireland International Sales Management Programme In collaboration with Cornell University

2 2 The Fáilte Ireland International Sales Management Programme In collaboration with Cornell University Contents Programme Overview 03 Programme Aims 03 Schedule of Modules 04 Notes 06 Key Contacts 07

3 The Fáilte Ireland International Sales Management Programme In collaboration with Cornell University 3 Programme Overview The very best tourism professionals are strategically minded, results focused and dedicated to excellence. Launched in February 2015 the Fáilte Ireland Sales Academy is committed to supporting tourism sales professionals in achieving and exceeding their personal and business goals. The next Fáilte Ireland International Sales Management programme will commence in International Sales Management (*) Targeted at Owner/Managers, GM s, Director of Sales Specifically those developing a strategic international sales profile. This programme has been developed by an expert panel, encompassing decades of experience in both the tourism sector and sales. The programme content and learning materials have been tailored specifically for the tourism sector and are practical, relevant and immediately applicable. On-going module assessment is work specific, will benefit the employer directly, and deliver a strategic sales plan for the business. (*) This is a modular programme and has been designed in collaboration with our project partner, Cornell University School of Hotel Administration. The configuration of the programme reflects best-practice learning and exposure to leading-edge thinking, delivered by international experts. In the case of the International Sales Management Programme, modules take place both here in Ireland and in the US. Programme completion will enable tourism sales professionals to deliver and drive sales towards increased targets. Prior to the programme, participants will meet with a coach to set business and personal goals for achievement throughout the participation on the programme. Over the course of the programme, through coaching and on-going assessments, participants will develop the core skills required to succeed as a tourism sales professional. NB Attendance at all FOUR Cornell Modules provides participants with a Cornell University Certification. Programme Aims The overall outcome of participation on the Fáilte Ireland Sales Academy is the completion and presentation of a strategic sales and marketing plan, as relevant to your role. Further aims of the programme are: To help the participant understand how their role and goals integrate into the organisation s overall strategy. To develop a range of personal sales techniques to help the participant excel as a tourism sales professional, including learning how to move a buyer through the buying process. To enable the participant to maximise their customer mix to meet their organisation s revenue and growth goals. To develop and manage a strategic digital sales strategy that delivers on-going online sales. To learn how to develop a proactive, strategic and dynamic approach to sales planning, tracking and reporting. To develop the core skills needed to understand, motivate and lead those who you manage through the sales process.

4 4 The Fáilte Ireland International Sales Management Programme In collaboration with Cornell University Schedule of Modules Strategic International Sales Core Content MODULE ONE Where do you fit in? - How your role and goals integrate into the sales and marketing concept and into your organisation s overall strategy The Role of Selling The nature of sales as a part of marketing; perceptions of sales people; the myths of selling; implementing the marketing concept; the marketing mix process. Sales Strategies and Processes A strategic approach to sales; sales and marketing planning; establishing marketing plans; the place of selling in the marketing plan. Consumer and Organisational Selling Differences between consumer and organisational buyer behaviour, factors affecting the consumer decision making process, relationship management. Excellence is never an accident - how to develop the underlying personal skills to excel as a sales professional and how to move a buyer through the sales process so that they can t help but buy! Personal Selling Skills Sales responsibilities, developing a prospecting mind-set, the psychology of sales, the qualities of great sales people, the new model of selling. The Consultative Sales Process The pre-approach, the approach, needs analysis, overcoming objections, negotiating for win-win, writing skills for sales, closing the sale, servicing the sale. International Strategic Segmentation Presentation of Fáilte Ireland s segmentation research findings, introduction to marketing segmentation, market potential indicators, target market decisions, positioning the brand, strategic planning for various segments. Demand Management & New Media Core Content MODULE TWO - CORNELL What are the current trends in hospitality service demand? How applying a set of business principles enables you to dynamically manage and balance near and long-term demand from key customer segments The Art & Science of Dynamic Demand Management How hospitality services can optimise profitability and customer relationships against a backdrop of going beyond the traditional applications of pricing, revenue management, marketing and channel distribution. Evolving Distribution Environment Where distribution and marketing is increasingly moving online and to mobile devices; how demand management concepts need to be dynamically applied in a strategic focused manner so as to achieve the business objectives of the organisation. Strategic Marketing Strategic Hospitality Management Core Content MODULE THREE & FOUR - CORNELL - Held in the USA Where do the latest marketing concepts apply? How the latest applications of strategic thinking and analysis can be integrated to address the marketing challenges faced by tourism organisations Marketing Challenge Innovation How addressing strategic marketing challenges by applying innovative and practical approaches will improve revenue, profit and customer loyalty. Strategic Thinking and Processes A strategic approach to marketing; learning the latest applications of strategic thinking and analysis. Good strategy creation and execution are key Applying these ingredients into your organisation s menu of tools and techniques is a critical component of a recipe for success. Guiding the Business How Managers can guide their businesses in the formulation, implementation and evaluation of strategies. Why applying strategic decision making by using active problem solving techniques and concepts is a crucial part of this process. Mastering use of Analytical Tools Developing skills to perform analyses of the industry and competitors, so as to build competitive advantage and generate superior value for customers.

5 The Fáilte Ireland International Sales Management Programme In collaboration with Cornell University 5 Leadership & Motivation Core Content MODULE FIVE - CORNELL What is the leadership culture across your organisation? How innovative strategies and tools are needed to gain a customer-centric perspective on your personal strengths to deliver superior value. Evolving Environment Growing uncertainty, increasing competition, and rising customer demands have intensified the pressure on tourism companies around the globe to provide exceptional service and create unprecedented customer value. Strategic Vision and Confidence As you confront the ever changing business landscape, or explore unfamiliar territory, you need to have the necessary strategies, tools and techniques to lead the organisation forward effectively. Strategic Sales Planning Core Content MODULE SIX Turnover is vanity Profit is sanity. How to manage your customer mix to meet your organisation s revenue goals and how the exciting world of digital media can work for you. Channel Management and Management of Distribution Channels Key insights and implications for tourism businesses. Contracting and dealing with offline and online travel sales. Travel Trade channels. Market size and performance. Direct and indirect bookings. Revenue Management for Sales Managers Revenue Management as a business process; market mix, business mix, channel mix the metrics of your business. How segmentation can inform the sales and marketing process, and in turn enable you to drive increased revenue for your business. The Digital Environment Understanding the digital channels, maximising online exposure, evaluating emerging sales strategies for e-business, aligning digital marketing channels within company objectives. What is your sales focus? How your KPI s are dependent upon the integration of your sales strategy into every facet of your organisation day to day operation. Sales Forecasting and Budgeting Levels of forecasting, budgeting purposes, budget determination, the sales budget, tracking and monitoring for long term planning. Key Account Management Pros and cons of key account management, CRM, the tasks and skills of key account management, relationship development model, global account management, key account planning models. Strategic Sales and Marketing Planning Sales strategy in the context of strategic management, marketing objectives, the planning process, action planning to meet long term sales objectives, managing profit and sales performance.

6 6 The Fáilte Ireland International Sales Management Programme In collaboration with Cornell University Notes

7 The Fáilte Ireland International Sales Management Programme In collaboration with Cornell University 7 Key Contacts Fáilte Ireland Stephen Dudley Manager, Business Development - Business Supports Fáilte Ireland Amiens Street Dublin 1 T: M: E: stephen.dudley@failteireland.ie Tara Kerry Manager, Business Development Trade Engagement Fáilte Ireland The Granary Michael Street Limerick T: M: E: tara.kerry@failteireland.ie Administration Fiona Candon First Western Carrowkeel Riverstown Sligo T: M: E: failteirelandtraining@firstwestern.ie Dympna McCarron First Western Carrowkeel Riverstown Sligo T: ; E: failteirelandtraining@firstwestern.ie

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