1. Front Office Marketing & Sales
Unit - II 1

2. THE ROLE OF FRONT OFFICE IN HOTEL SALES AND MARKETING
Sell rooms to guests who have not made prior reservation.
Up sell room to guest with prior reservation ie. encourage a customer to consider buying a higher- priced product or service than originally booked .
Maintain the inventory of the products- ie. the rooms.
Convey information to guests about other products available for sale at the property- for example food and beverages.

3. THE ROLE OF FRONT OFFICE IN HOTEL SALES AND MARKETING
The objective of front office is to sell all available facilities at the hotel to the guest. Front office staff is probably the most important means of letting the guest know what services are available.
Ensure that maximum revenue is generated from the sale of rooms .
Obtain feedback.

4. Elements of Marketing
Product
Pricing
Promotion 4

5. IDENTIFICATION OF MARKETS
Corporate
Business
Hotel
Association
Group
Guest
Transient
Room
Pleasure
Other
Demand

6. CORPORATE Manufacturing Construction Distribution and Retail
Publishing
Health and Insurance
Media

7. Association
Local
State
Regional
National
International

8. Others
SMERF
Tour and Travel
Cultural
Sports
Seminars
Government

9. SMERF Social : Wedding, Fun Raisers, Proms.
Military : Reunions Award Ceremony.
Education : Continuing Education, Certification Classes and Training.
Religious : Revivals and Enlightenment Gatherings.
Fraternal : Fraternities and Sororities.

10. Marketing Strategies Buying behavior Seller – Stimulus
Buyer – Response
Customer commitment:
1. Rational Commitment
2. Financial Commitment
3. Emotional Commitment 10

11. Organizational buying behavior
CGR (Company Guaranteed Rate)
CVGR (Company Volume Guaranteed Rate
Executive Travel Value Plan (ETVP) – Welcome Group
Taj Room Rate Benefit Plan (TRRB) – Taj Group of Hotel
The Oberoi Corporate Travel & Holiday Plan (OCTHP) - Oberoi 11

12. Client Behavior & the Buying Decision
Complex buying decision
Need Arousal (Realization of needs)
Information Processing: A) Specification
B) Information gathering C) Comprehension
Evaluation
Selection
Outcome
Low Involvement
Repetitive 12

13. Pricing Strategies Monitory Cost Location Cost Time Cost Sensory Cost
Psychic Cost 13

14. Pricing Influences Cost Competition Influences:
1. Direct Position Competition
2. Direct Non-position Competition
3. Indirect Competition 14

15. Market Demand More the demand Higher can be the price.
Less the demand Lower can be the price. 15

16. Yield Management
It is a technique based on principals of demand and supply, used to maximize revenue generation of any hotel by lowering the process to increase the sales during low demand periods and raising prices during high demand periods.
It is based on the principle of demand and supply.

17. Measuring Yield Yield = Actual Revenue Potential Revenue
Yield Management should take care of following points:
1. Over Booking
2.Discount Management
3. Time Management

18. Guest Dissatisfaction
Guest Satisfaction
Physiological Needs
Economical Needs
Social Needs
Psychological needs
Factors under the control of the hotel.
Factors beyond the control of the hotel
Guest Dissatisfaction

19. Sales Techniques Personalized Selling Creative Selling
USP identification

20. Qualities of a sales person
Recognize customers motive for buying.
Product Knowledge (Know what you are selling and what are the USP ).
Direct conversation for the sales leads.
Understand to whom you are selling. 20

21. Overview of Evaluation Process
Collect information
Compare information to expectations
Draw conclusions based on comparisons

22. Personal Selling Sales Preparation
Knowledge of market & personality involved
Establishing Rapport
Determining clients needs:
- Presented needs
- Underlying needs
- Expendable needs
- Educating Clients 22

23. Features and Benefits
Features are the general characteristics / traits of a product.
When a features is of some use of prospective client then it is benefit to the customer. 23

24. Pregnant pause
Pregnant pause is a stage when the guest is concerned about the amount of benefits he/she is going to obtain from the features. 24

25. Sale Close The concluding phase of every sale is known as CLOSE.
Steps are:
Assumption close
Choice close
Narrative close
Minor point close
Physical action close
Asking the customer 25

26. Sale Close The concluding phase of every sale is known as CLOSE.
Steps are:
Assumption close
Choice close
Narrative close
Minor point close
Physical action close
Asking the customer 26

27. ESSO & AIDA E – Explore needs
S – Spark some interest (describe the benefits)
S – Show & Explain
O – Obtain action
A – Attention
I – Interest
D – Desire
A - Action 27

28. Profile of a salesman Courtesy Physical posture Dress sense
Knowledge of product
Personality
Believable
Persuasive
Willingness to work 28

29. Ten commandments of a good salesman
Speak to people
Smile at people
Call people by name (Remembering)
Be friendly and helpful
Be cordial
Be genuinely interested in people
Praise
Considerate with others’ feelings
Be thoughtful of others’ opinion
Be alert to give service 29

30. Key Terms In Sales Up selling Down selling Suggestive selling
Substitute selling
Forecasting
Telemarketing 30

31. Forecasting
According to new oxford learner’s dictionary, forecast means ‘ To say what will probably happen in future’
Forecasting is the prediction of future happenings based on a precise analysis of data available.

32. Telemarketing
Selling the product over phone, , fax or advertising.
Tools:
- Hotel directory
- Consumer Hotel reference, Travel, Reference,
- Telephone directory
- Business publications
- News paper
- Magazine
- Cooperative and Electronic advertising
- Direct mail/Mail shots 32

33. Training
Training is a method of imparting knowledge & information to the employee for improvement and up gradation of his skills, activities and potential for his own benefit as well as for the benefit of the organization.

34. Methods of Training Lecture Method Role Play Method Case Study Method
On the job Training
Demonstration
Seminars
Conference
Project
Role Rotation Method
Management Games

35. Basic Steps In The Training Process
Defining training needs
Plan the training
Prepare the employee
Conduct the training
Evaluate the training
Follow through with on going coaching

36. BIBLIOGRAPHY wwwwikianswers.com www.hotelassociationofindia.com
wwhotelsmag.com
V, Sem III.ppt
ww w.hospitality school.com