Fáilte Ireland Sales Academy. The Fáilte Ireland International Sales Management Programme The Fáilte Ireland Sales Excellence Programme

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1 Fáilte Ireland Sales Academy The Fáilte Ireland International Sales Management Programme The Fáilte Ireland Sales Excellence Programme

2 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 series of Sales Academy Programmes will commence in March 2016 v International Sales Management (*) v Sales Excellence These programmes have been developed by an expert panel, encompassing decades of experience in both the tourism sector and sales training programmes. 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 and will benefit the employer directly. (*) 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 within 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 programme year, coaching and ongoing 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 Full 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 (e.g. Manager International Sales Management Programme; or Executive Sales Excellence Programme). 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.

3 Core Content MODULE ONE Sales Perspective 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. Sales Technique 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 quality 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 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. Core Content MODULE TWO - CORNELL Leadership 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. Vision and Confidence As you confront the ever changing business landscape, or the unfamiliar territory, you need to have the necessary strategies, tools and techniques to lead the organisation forward effectively. Core Content MODULE THREE & FOUR - CORNELL - Held in the USA Marketing Hospitality Management Where do the latest marketing concepts apply? - How the latest applications of strategic thinking and analysis to marketing challenges faced by tourism organisations can be integrated. Marketing Challenge Innovation Addressing strategic marketing challenges by applying innovative and practical approaches will improve revenue, profit and customer loyalty. Thinking and Processes A strategic approach to marketing; learning the latest applications of strategic thinking and analysis to marketing challenges facing tourism businesses. Good strategy creation and execution are key Applying these ingredients into your organisation s menu of tools and techniques is a critical component in a recipe for success. Guiding the Business How Managers can guide their businesses in the formulation, implementation and evaluation of strategies. Apply strategic decision making by the application of active problem solving techniques and concepts. Mastering use of Analytical Tools Developing skills to perform analyses of the industry and competitors, so as to build competitive advantage and generating superior value for customers.

4 Core Content MODULE FIVE - CORNELL Demand Management & New Media What are the current trends in hospitality service demand? How by applying a set of principles you can 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. Core Content MODULE SIX Sales Environment 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. Sales Planning 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 channel within company objectives. What is your sales focus? How your KPI s are to be met are dependent upon sound planning of 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. 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.

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