© 2006, educational institute chapter 7 selling to the meetings markets convention management and...

© 2006, Educational Institute

Chapter 7 Selling to the Meetings Markets

Convention Management and ServiceSeventh Edition

(478CSB)

2© 2006, Educational Institute

Competencies forSelling 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.


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


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)


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)


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


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


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


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


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


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


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


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


Telemarketing

Tips

• Use scripts that draw attention

• Staff must be well-trained

• Telemarketing needs clear goals

Two Kinds of Telemarketing

• Qualifying prospects

• Market research


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• External staff may be used• Sales blitz survey sheets


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)


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)


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


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

© 2006, educational institute chapter 7 selling to the meetings markets convention management and...

Documents