Notes Chapters 7-9

Notes Chapters 7-9 - Chapter 7 Selling the Meetings Market...

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Chapter 7 Selling the Meetings Market Effective Direct Sales Tools -personal sales calls *the most effective tool in convention sales* -telephone selling -sales blitz selling -trade show selling -site inspection selling and familiarization tours The 6 Steps Of Personal Sales Calls 1. Pre-call planning 2. Opening the sales call 3. Getting prospect involvement 4. Presenting your property 5. Handling objectives 6. Closing and Follow-Up 1. Pre Call Planning -Know your property -property fact book -Know your competition -emphasize strengths of your property, focus on areas where competition is weak -Know your prospect -cold calls: fact-finding calls -sales prospect calls -tailor presentation to planner’s needs and desires -Assemble a sales kit -include all information prospect will need about your property and services 2. Opening the Sales Calls -Choose an appropriate opening to fit your prospect -Build rapport -State your purpose -Give main reason prospect should consider your property -Bridge statement -Ask for permission to continue 3. Getting Prospect Involvement -Purpose -Involve prospect to understand his or her needs -Ask all questions before you give your presentation -Tailor your presentation according to what you learned about the prospect -Use both types of questions
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-Close-ended questions -Open-ended questions 4. Presenting Your Property -Be a problem solver -Sell benefits not features -Use visual aids to help planner envision the hotel -Tailor your presentation to the prospect’s needs. -Use testimonial letters or third-party endorsements -Prospects are more likely to believe good things their peers or unbiased reviewers have to say. 5. Handling Objectives -Plan answers to the most common objectives -Price -Point out all that’s included in price -Product -Turn negative aspects into positive ones (ex: older property has an experienced staff) -Lack-Of-Interest -point out how your property’s benefits are comparable to or better than the competitors 6. Closing And Follow-Up -Guidelines -Prospects expect to be asked for a sale. -Follow up whether you made the sale or not. -Trial Case -Used to elicit responses during presentation -Build excitement about your property -Major close -Ask for sale directly -Leave immediately after presentation. Telephone Sales Techniques -Require proficiency -Prevent interruptions -Have presentation and information ready -Speak slowly and distinctly -Be cheerful, yet professional * Immediately identify yourself and your property Screening Prospects -Qualify prospects before making an appointment
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-Use tip sheers -Sales lead service providing information on convention meeting planners -Enter information from interview onto a call report -Form used to survey the needs of a potential contact and to tract follow-up on each
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Notes Chapters 7-9 - Chapter 7 Selling the Meetings Market...

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