the sales planeoplugin.commpartners.com/hsmai/110721/110721_slides.pdf · 2011-07-21 · the sales...

1

Thursday, July 21, 2011Thursday, July 21, 2011

2:00 2:00 –– 3:00 PM EDT3:00 PM EDT

Hospitality Sales and Marketing Association International (HSMAI)

The Sales PlanThe Sales Plan

2

Overview of Format and TopicOverview of Format and Topic

Webinar ModeratorFran Brasseux

Executive Vice President, HSMAI

3

POLL QUESTION #1POLL QUESTION #1How many people are participating in

this webinar at your location today?

� 1

� 2

� 3

� 4

� 5

� 6

� 7

� 8 or more

4

John S. Parke, CMPPresident & CEO

Leadership Synergies, LLC

TodayToday’’s Presenters Presenter

5

Sales Plan Development For Competitive AdvantagePresenter Style: John S. Parke, CMP

� Direct

� Blunt

� Factual

� Unemotional (data)

� Passionate (mission)

Guiding principles:

� Simple (but not basic)

� Quantitative vs. qualitative (factual)

� Traction (can be implemented)

� Accessible: anyone can understand it

6

Why Have a Sales Plan?

�Definition of strategy vs. tactics�Define success/objectives�Value proposition and market positioning (competitive analysis) �Psychographics of the customer �Offerings and solutions�Sales strategy�Sales tactics�Scorecard (accountability)�Pass off to service strategy�Market research�STEP analysis (outside-in view)�SWOT analysis (inside-out view) �Obstacles and issues

7

Thinking

� Values

� Vision

� Mission

� Scorecard

� Strategy

� Tactics

� Timeline

� Accountability

8

Start with the End in Mind

� Is the plan a 1-, 3-, or 5-year view?

� Strategic plan pillars

� Set milestones that coincide with your budget cycle

� Include major event milestones

� What is success?

� What are your key objectives to achieve success?

9

Value Proposition

� Vertical segmentation

� Geographic segmentation

� Account size segmentation

� Channel segmentation

� Global/country segmentation (BRIC)

10

Psychographics

� A good customer should be easy to define:

A way of describing groups of people who have in common their response or outlook toward something relevant to the (member), which may or may not relate to demographic similarities. People of quite different ages, social groupings, or life stages might share an “adventurous” approach to cooking, for example. As long as they can be accurately identified (say, by being linked with specific behaviors), these attitudes can be used to recruit like-minded people into separate group discussions. Alternatively, they might emerge as a finding from analysis and interpretation of groups recruited on quite different criteria.

Source: The Association for Qualitative Researchhttp://www.aqr.org.uk/glossary/?psychographics

11

Connect Psychographics with Value

� Economic/development

� Political/advocacy

� Revenue generation

� Cultural diversity/sameness, Networking

� IT/Innovation growth

� Educational opportunity = proof of skills

� Certifications, research, customized advise

� Cost of business, ROI

� Connect you with people you want to meet

� Best practices and research, groundbreaking

� Predictable tracks, new information, proof of ROI, culture, leadership

12

Offerings and Solutions

Offering:

� Property type (features)

� Location (features)

� Seasonality (features)

� Brand (features)

Solutions:

� Property type (benefits)

� Location (benefits)

� Seasonality (benefits)

� Brand (benefits)

13

Sales Strategy

Think about mix:

�Group (SMERF)

�Channels (OTAs)

�BTS (negotiated corporate)

�Crew

�Other

14

Sales Tactics

Consider deployment:

�Group (SMERF)

�Channels (OTAs)

�BTS (negotiated corporate)

�Crew

�Other

15

Account Mapping

Sample criteria:

�Account size

�Account type

�Other

16

Scorecard

� Lifelong pillars

� Strategy for each pillar

� Tactics for each strategy

17

Pass-off: Sales to Service

� What Is Sales Process and Why Is it Important?

� What? A sales process is a step-by-step approach to selling and/or managing a customer relationship, product, or service.

� Why? Reasons for having a well-thought-out sales process include relationship risk assessment, standardized customer interaction in sales, and scalable revenue generation. A major advantage of approaching the subject of selling from a “process point of view” is that it offers a host of well-tested design and improvement tools/resources from other successful customer engagements. In turn, this offers potential for quicker progress. Mapping a process makes it easier for everyone to learn, it leads to more success sooner, and it makes it easier to modify and refine over time.

� Adapted from: http://en.wikipedia.org/wiki/Sales_process

18

STEP

Sample STEP:

� Social trends

� Technological trends

� Economic trends

� Political trends

Note: Often referred to as PEST Analysis

19

ASAE SWOT: Professional Planners

Social:

� Face-to-face interaction/networking

� Work/life balance

� Safety

� Generational issues

� Professionalism

Technological:

� Internet accessibility

� Delivery methods

� Cost of technology

� Personalized technology

� Technology for meetings

� 21st-century workplace needs

Economic:

� Shrinking budgets

� Fuel/transportation

� Reduced profits/rising costs

� Downsizing/staff turnover

� Negotiations/sponsorship revenues

Political:

� Global travel

� Global elections

� Regulatory and legal issues

� Homeland security

� Environmental issues

20

SWOT

� Strengths

� Weaknesses� Opportunities � Threats

21

Obstacles and Issues

� Time

� Money

� Resources

� Skill

� Competitive counter-moves

� Changing market conditions

� Large-scale industry shifts

22

Leadership Synergies & HSMAI

� Template usage

� In the Links box to your left you’ll see Sales Plan Template – please download your copy.

23

John S. Parke, CMPPresident & CEO

Leadership Synergies, LLC

Questions?Questions?

24

Don’t miss -

HSMAI's MEET NationalDate: September 7, 2011 - September 8, 2011, Washington DC

The Hospitality Sales & Marketing Association International (HSMAI), announces a new way to MEET. Building on more than 20 years of success with connecting planners and suppliers and adding to its efforts this year to rebrand the organization's mission and focus, HSMAI's renowned Affordable Meetings® conference and exhibition is taking on a new name and a new vision.

Starting with its National show, Sept. 7-8 in Washington, D.C., meeting and event professionals will be invited to join their hospitality industry colleagues at HSMAI's MEET: Meetings, Events, Education, Technology.

Reserve your booth space now for 2011 to secure prime positioning.

Visit www.hsmaimeet.com for more information.

25

Upcoming Webinars:

The HSMAI University 10-part 2011 Revenue Management Series –Next Tuesday:

Session 4 on July 26 - How Will You Measure Your Success?Special rates for registering for entire series

The second in this series:

Best Practices in Creating A Marketing Plan – August 2, 2011 – With John Parke

To register for these and more, please go to www.hsmaiuniversity.org.

26

EvaluationEvaluation

� Please take a moment now to click on the Evaluationlink in the LINKS box and complete the evaluation.

� Be sure to click on “Submit” when you have completed the evaluation to send us your responses.

� Your comments & suggestions are very important to us, and they help us to provide you with quality programming.

TodayToday ’’s webinar is copyright 2011 by the Hospitality Sale s & Marketings webinar is copyright 2011 by the Hospitality Sale s & Marketing Association International Association International with All Rights Reserved.with All Rights Reserved.