© 2006, Educational Institute Chapter 3 Organizing for Convention Sales Convention Management and Service Seventh Edition (478CSB)

© 2006, Educational Institute 1 Competencies for Organizing for Convention Sales 1.Identify factors to consider when organizing for convention sales. 2.Describe typical sales and marketing staff positions, and outline the roles of regional and national sales offices and independent hotel representatives. (continued)

© 2006, Educational Institute 2 Competencies for Organizing for Convention Sales 3.Explain how to manage the efforts of the sales team in terms of establishing standard operating procedures, conducting sales meetings, assigning account responsibility, and evaluating the sales effort. 4.Explain the various records and filing systems maintained by a sales office. 5.Describe technological applications for a sales office. (continued)

© 2006, Educational Institute 3 Factors to Consider in Organizing a Sales Department Unity of command Authority commensurate with responsibility Span of control

© 2006, Educational Institute 4 Sales and Marketing Staff Positions within Sales Director of Marketing Director of Sales Sales Managers Sales Staff Clerical Support Supplemental Sales Staff Regional Sales Offices Independent Representatives

© 2006, Educational Institute 5 Regional Sales Offices Solicit business for any hotel in the chain One-stop shopping (similar meetings) Computer banks on clients and chain properties Intermediary between client and property

© 2006, Educational Institute 6 Independent Hotel Representatives Used when in-house staff cannot cover all areas Services offered vary widely Represent more than one property (but rarely similar clients) Hired on a contract basis Must work within the scope of the property's marketing plan and familiarize themselves with the property

© 2006, Educational Institute 7 Standard Operating Procedures Describe how recurring business actions should be handled Act as a reference that helps banquet and sales staff handle functions consistently Cover such things as function book control, booking policies, organizational chart, and reservation cut-off dates

© 2006, Educational Institute 8 Assigning Account Responsibility Methods and Fairness Accounts could be assigned by markets or by organizations. The director of sales must ensure a fair distribution. Key Account Management Prioritizes accounts based on profits Helps identify the accounts with the highest profit potential

© 2006, Educational Institute 9 Sales Filing Systems and Forms Elements of Sales Filing Systems Master card Account file Tickler file Sales Forms Function book Guestroom control book Tentative booking sheet Definite booking form Working file Change form Cancellation form Lost business form

© 2006, Educational Institute 10 Master Card Summarizes sales efforts Serves as prospect database Often color-coded Trailer cards hold information on divisions of large companies

© 2006, Educational Institute 11 Account File Serves as the basic group business record Folder that includes all correspondence and related materials Started at initial contact Also color-coded with cross-reference to master card Information in the file includes tear sheets, past convention programs, and contracts

© 2006, Educational Institute 12 Tickler File Also known as tracer file, bring-up file, follow-up file Helps ensure effective follow-up Filed by month/day in accordion-style files Entry in the pocket for the day or month you want to contact prospect Example: In the pocket for August 15, 2002, a note to call a local PTA leader about annual holiday banquet

© 2006, Educational Institute 13 Function Book A page for every day of the year All function rooms represented on each page Entries under function rooms include name of organization, type of function, attendees, rates, etc. Bookings should be made in pencil One person should control and maintain the function book Prevents double-booking

© 2006, Educational Institute 14 Guestroom Control Book Helps monitor guestroom allotments to groups Lists rooms available to groups Format consists of a monthly report sheet with space for group's name and guestroom commitment by day

© 2006, Educational Institute 15 Technical Components of the Virtual Office Laptop computer Cellular phone Voice mail services Pagers