Training Modules for Hotel Sales & Marketing Teams. Summary

Transcription

1 Training Modules for Hotel Sales & Marketing Teams Summary

2 Sales in Hospitality Industry Content Sales Managers, Sales Executives, Sales Coordinators, Sales Assistants Everybody who is involved in Sales Process Offer a systematic and structural approach to the sales process; discuss the specifics of selling in hotel industry (product, customer, distribution chain and pricing); analyse the role and main tasks of the sales and marketing department, the role and tasks of a sales manager, review main skills and competencies as well as fundamental principles essential for successful selling Why sales in hospitality is different Sales Cycle Main tasks of the Sales Department Sales Manager s areas of responsibilities Necessary skills and competencies; Fundamental principles of Sales Success Participants will understand the main tasks of the sales and marketing department and its role in the overall hotel operation, will understand the sales process and its steps, will review main professional skills and competences and will be able to use them in their job

3 Prospecting for new business Sales Managers, Sales Executives, Sales Coordinators, Sales Assistants Everybody who is involved in Sales Process Stress the importance of prospecting for new business, offer a systematic approach to the process of generating business leads, analyse each step of the process, review available sources for information and offer recommendations on making prospecting more effective Why Prospecting is so important Structure of the process and steps; Generating leads; Database; Planning the communication with a potential client The participants will learn the concept of the Sales Funnel, understand the importance of active prospecting and steps of the process, will learn what information is essential for effective prospecting, where and how to get it, will be able to put together a list of prospective clients, set goals and prioritise their efforts

4 Cold Calling Audience Sales Managers, Sales Executive, Sales Coordinators, Sales Assistants Everybody who is involved in Sales Process To help participants overcome the stress of the first communication with prospective clients and make the process of cold calling more effective Why is it so difficult to cold call Planning the first communication with your prospect Preparing your script Initial contact Potential problems and ways to overcome them Participants will learn the importance of making positive first impression, factors which could influence the success of the cold calling, will develop a script for the first communication and will be able be able to plan the initial communication with the prospective client and make the process of cold calling more effective by scheduling more appointments with potential clients

5 Module Sales Process Directors of Sales, Sales Managers, Sales Executives, Group Sales Managers, Event Managers, Sales Coordinators, Sales Assistants Everybody who is involved in the Sales Process To offer a structural approach to the sales process, analyse in detail each step of the sales cycle, review sales skills essential for the process and practice these skills in role plays Structure of the sales process Opening Needs and objectives Presenting solutions Gaining commitment Handling objectives Closing and follow up Participants will learn the structure of the sales process, will understand the importance of following the structure, will be able to use the necessary sales skills for each step of the process and convert more prospects into clients

6 Segmentation in hotel industry Directors of Sales, Sales Managers, Sales Executives, Sales Coordinators Everybody who is involved in the Sales Process Explain the importance of segmentation, review main segments in hotel industry, analyse how to select targeted segments and develop them Segmentation in hotel industry Criteria for business segmentation Individual and group reservations Main segments in hotel industry Selection of targeted segments Developing strategy to work with the targeted segments; How to evaluate success Participants will learn the importance of segmentation in hotel industry, main criteria for selecting segments, will be able to select targeted segments, develop a segmentation strategy and evaluate the results Content copyright IMPULSHOSPITALITY.COM. All rights reserved

7 Corporate Segment How to work with it effectively Directors of Sales, Sales Managers, Sales Executives Everybody who works with the corporate clients Analyse the segment from the point of view of 4 Ps/4 Cs system, discuss current trends in business tourism, ways of using the knowledge about the market and industry to make the work with the segment more effective Business travel. Facts and figures Business traveller and corporate client Corporate Policy How hotels are selected Decision making process How to match your selling cycle to their buying cycle Participants will understand the importance of corporate segment, will learn the latest trends and developments in the business travel industry as well as decision making process and their buying cycle, will be able to use this knowledge when selling to corporate clients

8 MICE segment How to attract more corporate groups and events Directors of Sales, Sales Managers, Sales Executives, Event Managers Everybody who works with corporate clients and event Show the importance of MICE segment for a hotel, analyse current trends in the industry, give recommendation on how to work with corporate groups and events more effectively Importance of group business for a hotel Why MICE is a special segment Current trends an tendencies How these trends affect you Success Factors Participants will understand why group business is important for hotel s successful operation, will get the knowledge of the latest trends and tendencies in the meeting industry, learn how to use this knowledge to their advantage when selling to this segment

9 Module Tourist Segment How to attract more tourist business Directors of Sales, Sales Managers, Groups Sales Managers, Sales Executives, Event Managers Everybody who works with tourist segment Show the importance of developing tourist segment (both individual and tour group business), analyse current trends in the market and specifics of Russian market, discuss the peculiarities of working with tourist segment Tourism in Russia and at your destination What you should know about modern tourists Intermediaries and their role New reality in distribution Pricing in the tourist segment Tour groups Factors of success Participants will understand why tourist segment is so important for the success of a hotel, will learn the latest trends and tendencies in the global and local tourist markets, potential problems as well as the factors that could positively influence cooperation with intermediaries

10 Time Management Some tips for Sales Professionals Directors of Sales, Sales Managers, Groups Sales Managers, Sales Executives, Event Managers, Sales Coordinators, Sales Assistants, Everybody who wants to reduce stress and increase productivity To refresh and structure the existing knowledge of time management, discuss some tools to save time and reduce stress and give some practical advice on how to increase productivity in everyday life and on business trips Why do we talk about time Goals setting Planning your time wisely Setting Priorities Main time wasters or how to find some additional time The participants will review the benefits of planning, will learn methods of allocating time, setting goals and priorities, will be able to identify time wasters in their schedules and plan their work more effectively, as a result will increase productivity and reduce overall stress

11 Marketing Plan How to create and make it work Directors of Sales, Senior Managers, Sales Managers Everybody who is involved in the process of creating a marketing plan To show the importance of strategic planning process for the successful operation of a hotel, analyse step by step process of creating an effective marketing plan Why do we need a marketing plan Main steps in creating a marketing plan Situation analysis Existing business analysis Setting goals Developing strategy by segment Required resources Evaluation of success The participants will learn how to write an effective Marketing Plan, will know its structure, will learn how to collect the required information and analyse it, will be able to evaluate the current situation, set goals, develop a business strategy to achieve them and determine the necessary resources, as well as be able to evaluate the success

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