© 2006, Educational Institute Chapter 7 Selling to the Meetings Markets Convention Management and Service Seventh Edition (478CSB)

© 2006, Educational Institute 1 Competencies for Selling to the Meetings Markets 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.

© 2006, Educational Institute 2 The Six Steps of a Sales Call 1.Pre-call Planning 2.Opening the Sales Call 3.Getting Prospect Involvement 4.Presenting Your Property 5.Handling Objections 6.Closing and Follow-up

© 2006, Educational Institute 3 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)

© 2006, Educational Institute 4 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 desires 4.Assemble a Sales Kit Include all information the prospect will need about your property and services (continued)

© 2006, Educational Institute 5 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

© 2006, Educational Institute 6 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 Use both types of questions: Close-ended questions Open-ended questions

© 2006, Educational Institute 7 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

© 2006, Educational Institute 8 Handling Objections Plan your answers to the most common objections: Price objections Point out all that’s included in the price Product objections Turn negative aspects into positive ones Example: An older property may have a more experienced staff Lack-of-interest objections Point out how your property’s benefits are comparable to or better than the competition’s

© 2006, Educational Institute 9 Closing and Follow-Up Guidelines 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

© 2006, Educational Institute 10 Telephone Sales Techniques Requires proficiency; telephone can be impersonal Have your presentation and backup information ready Prevent interruptions Speak slowly and distinctly Be cheerful yet professional

© 2006, Educational Institute 11 Screening Prospects Qualify prospects before making an appointment Use tip sheets to analyze information about planners before you call for an appointment Enter information from an interview onto a call report

© 2006, Educational Institute 12 Setting Appointments for Personal Sales Calls by Phone Intermediaries (Receptionists) 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

© 2006, Educational Institute 13 Telemarketing Tips Use scripts that draw attention Staff must be well-trained Telemarketing needs clear goals Two Kinds of Telemarketing Qualifying prospects Market research

© 2006, Educational Institute 14 Sales Blitz Selling Definition Contacting potential clients in a concentrated area over a brief period of time Used for both reaching and qualifying new prospects Characteristics 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 External staff may be used Sales blitz survey sheets

© 2006, Educational Institute 15 Trade Show Selling Advantages Deal directly with prospects who buy Low cost—Average of $185 per client 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)

© 2006, Educational Institute 16 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)

© 2006, Educational Institute 17 Selling with Convention and Visitors Bureaus Characteristics Often referred to as “CVBs” Extension of hotel’s sales staff Organized/funded in various ways Convention lead forms Housing bureau Many CVBs are members of IACVB Sales Tools They May Share with Properties Encyclopedia of Associations Directory of Corporate Meeting Planners

© 2006, Educational Institute 18 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 as 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