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© 2011, Educational Institute
Chapter 7 Selling to the Meetings Market
Convention Management and ServiceEighth Edition
(478TXT or 478CIN)
Courtesy of Shangri-La Hotels and Resorts
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© 2011, Educational Institute 2
Competencies forSelling to the Meetings Market
1. Explain the steps in making a personal sales call.
2. Explain how to conduct telephone selling effectively in meeting and convention sales.
3. Describe the convention and meeting sales techniques of sales blitz selling, trade show selling, selling with convention bureaus, site inspection selling, and familiarization tours.
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© 2011, Educational Institute 3
Most Effective Direct Sales Tools Used by Properties Today
1. Personal (face-to-face) sales calls—most effective
2. Telephone selling
3. Sales blitz selling
4. Trade show selling
5. Site inspection selling and familiarization tours
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© 2011, Educational Institute 4
Consultative Selling• Convention salespeople do not use “hard sell”
techniques (e.g., car sales)• Rather, hotel salespeople act as consultants to
meeting planners• Consultative selling is a low-pressure form of
personal selling• Its focus is to build relationships and create and keep
long-term customers• The salesperson serves as an advisor to the planner,
identifying needs and recommending solutions
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© 2011, Educational Institute 5
Types of Face-to-Face Sales Calls• Cold calls—fact-finding calls on a prospect with whom
there has been little or no previous contact. Cold personal sales calls are often not well-received by meeting planners, so using the telephone to pre-quality and set appointments is recommended.
Courtesy of Loews Hotels and Resorts
• Appointment calls—a prearranged appointment with a prospect to introduce the features and benefits offered by your property. With cold calls you are fortunate to get five minutes with the prospect, whereas with an appointment you will likely get fifteen to thirty minutes, time to give a complete presentation.
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© 2011, Educational Institute 6
The Six Steps of a Face-to-Face Sales Call
1. Pre-Call Planning—know what your property has to offer and how to best present it to a prospective client.
2. Opening the Sales Call—state the purpose of the call, what the prospect can expect to gain, and ask for permission to continue
3. Getting Prospect Involvement—build rapport and get client to discuss his or her needs and concerns
4. Presenting Your Property—explain the property’s facilities and services and show how its features can benefit the client
5. Handling Objections—answer concerns6. Closing and Follow-Up—ask for the sale and then follow
up immediately
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© 2011, Educational Institute 7
Step 1—Pre-Call Planning
1. Know Your Property• Property fact book
2. Know Your Competition• Emphasize the strengths of your
property, especially in areas where the competition is weak
(continued)
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© 2011, Educational Institute 8
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© 2011, Educational Institute 9
Step 1—Pre-Call Planning
3. Know Your Prospect• Cold calls: fact-finding calls• Use sales prospect cards to summarize what
you know• Tailor your presentation to the planner’s needs
and desires4. Assemble a Sales Kit
• Include all information the prospect will need about your property and services
(continued)
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© 2011, Educational Institute 10
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© 2011, Educational Institute 11
Step 2—Opening the Sales Call
Build Rapport• State your purpose
• Give the main reason(s) the prospect should consider your property
Bridge Statement• Ask for permission to continue with
the presentation
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© 2011, Educational Institute 12
Step 3—Getting Prospect Involvement
Purpose• Involve the 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• Listening is the most important skill in getting client
involvementUse both types of questions:
• Close-ended questions• Open-ended questions
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© 2011, Educational Institute 13
Step 4—Presenting Your Property
Be a Problem Solver• Sell benefits, not features
• Use visual aids to help the planner envision the hotel
• Tailor your presentation to the prospect’s needs
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© 2011, Educational Institute 15
Step 5—Handling Objections
Plan your answers to the most common objections:Price objections
• Point out all that’s included in the priceProduct objections
• Turn negative aspects into positive ones• Example: An older property may have a more
experienced staffLack-of-interest objections
• Point out how your property’s benefits are comparable to or better than the competition’s
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© 2011, Educational Institute 16
Step 6—Closing and Follow-UpGuidelines
• Prospects expect to be asked for a sale• Follow up whether you made the sale or not
Trial Close• Used to elicit responses
during presentation• Build excitement about
your property
Major Close• Ask for sale directly• Leave immediately after your presentation
Photo courtesy of Fairmont Hotels and Resorts
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© 2011, Educational Institute 17
Telephone Sales Techniques
• Requires proficiency; telephone can be impersonal
• Outline what you are going to cover
• Have backup information at hand
• Speak slowly and distinctly
• Be cheerful yet professional
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© 2011, Educational Institute 18
Screening Prospects
• Use the telephone to qualify prospects before making an appointment
• Use sales lead services to analyze information about planners before you call for an appointment
• Enter information from an interview onto a call report
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© 2011, Educational Institute 19
Handling Inquiries
• E-mail, request for proposals, telephone calls, and walk-in inquiries require timely responses
• Avoid the use of voice mail
• One quarter of new group sales are lost because of failure to respond to inquiries
• Crowne Plaza Hotels guarantee a two-hour response
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© 2011, Educational Institute 20
Setting Appointments for Personal Sales Calls by Phone
Intermediaries (Receptionists/Administrative Assistants)• Build rapport with them
• Get through them to the decision maker
Three Steps in Setting Appointments by Phone
1. Open the call
2. Present (don’t try to sell)
3. Set the appointment
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© 2011, Educational Institute 21
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© 2011, Educational Institute 22
Telemarketing Tips
• Use scripts that draw attention
• Staff must be well-trained
• Telemarketing needs clear goals
Two Kinds of Telemarketing• Qualifying prospects
• Market research
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© 2011, Educational Institute 23
Sales Blitz Selling Definition
• Contacting potential clients in a concentrated area over a brief period of time
• Used for both reaching and qualifying new prospectsCharacteristics
• Purpose: Demonstrate the hotel’s ability to host meetings• 75 to 90 calls over a three-day period• Sales letters sent in advance to create “warm calls”• Use city directories to select target area• Temporary staff/college students may be used• Use sales blitz survey sheets to record prospect information
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© 2011, Educational Institute 24
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© 2011, Educational Institute 25
Trade Show Selling Advantages
• Deal directly with prospects who buy• Relatively low cost for closing a sale• Share space with local convention and visitors bureau
Disadvantages• Initial cost of transportation, setup, and display• Competitors present, targeting same markets• Attendees may have no interest in your property
(continued)
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© 2011, Educational Institute 26
Trade Show Selling
Trade Show Selling Techniques• Create action plan before show: identify prospects, set
sales and follow-up strategies
• Target the businesses with the most potential
• Solicit before and after show
• Qualify prospects quickly
(continued)
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© 2011, Educational Institute 28
Selling with Convention and Visitors Bureaus
Characteristics• Often referred to as “CVBs”• Many CVBs are members of DMAI• Extension of hotel’s sales staff• Organized/funded in various ways• Convention lead forms• Housing bureau
Sales Tools They May Share with Properties• Encyclopedia of Associations• Directory of Corporate Meeting Planners
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Site Inspections and Familiarization Tours
Site Inspections• For individual prospects• Choose busy times• Take time to conduct tour• Show only areas of interest• Train staff to be tour guides
Familiarization Tours (Fam Tours)• For groups of prospects• Qualify prospects in advance• Tell prospects what is included, the duration, and
who is invited• Try to close sale before prospect leaves