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Master Connection Associates© 2009www.masterconnection.com
WELCOME!WELCOME!The Webinar will begin shortlyThe Webinar will begin shortly
Say Yes to Certification! Say Yes to Certification! The CHSE ExamThe CHSE Exam
Facilitated by our Strategic PartnersCindy Novotny & Gina Viña
Master Connection Associates
Today’s Presenter:Today’s Presenter:
Cindy NovotnyMaster Connection
Associates
3
OverviewOverview
• Why certification is critical• How to use the study guide• How to be a great leader in your
chapter• Why learning and growing will ensure
you do not become obsolete
• Today is all about selling the Today is all about selling the experience…experience…
• ProfessionalProfessional: Conforming to the standards of skill, competence, or character normally expected of a properly qualified and experienced person in a work environment; showing a high degree of skill or competence.
AppearanceAppearance• Most people need 30 seconds 30 seconds to make an
impression• Should always be professional & consider the
client and market segment• Not just about the hairstyle & clothes,
consider your marketing tools, body language and tone of voice
• Make eye contact & smile at all times – mirror the customer mirror the customer
AttitudeAttitude
• Sales person most important attribute is their Sales person most important attribute is their great attitudegreat attitude
• Although challenging at some times, it is important to maintain a professional attitude
• A positive attitude can be conveyed over the telephone and the customer will notice
• Should reflect excitement about our business, smile through the phone, the customer’s expectations are high so answer the phone without voicemail.
What does it take for you to be What does it take for you to be perceived as consultative? perceived as consultative?
• The most important characteristic you can have in selling is persistence & persistence is the key to success
• IntegrityIntegrity is the result of our observable behavior over time
• You must have complete knowledge of your company, products, the competition & the customer
Time ManagementTime Management• Managing your time and energy is key to your
success on a daily basis• A productive sales person should focus on
sustaining their energy throughout the day• You should be prospecting, handling accounts,
then administrative duties with one-third of the day focused on new business
• Outlook & 2 Week Time Log
Review QuestionsReview Questions1.1.What are ways you can exhibit What are ways you can exhibit
professionalism?professionalism?
2.2.How do you demonstrate persistence & How do you demonstrate persistence & integrity?integrity?
3.3. In what ways can you improve your time In what ways can you improve your time management so you are spending 70% of management so you are spending 70% of your day on sales activities? your day on sales activities?
The Sales ProcessThe Sales Process
• Researching Key & Target Accounts
• Prospecting strategically vs. “dialing for dollars”
• Probing to find the “hot buttons”
• Presenting the experience vs. the features
• Overcoming Objections
• Closing more effectively every time
Researching Key & Target AccountsResearching Key & Target Accounts
• Identify Key Accounts, Key Prospects, & Active Accounts
• Develop relationships with key influencers• SMARTSMART Goals• Strategic Sales PlanStrategic Sales Plan: set a goal, develop a
strategy, and putting the action steps into place• Reverse Selling Plans
ProspectingProspecting• You must focus and target the right type of
prospects• Find new customers, uncover their needs &
get an appointment• Check your database, research through
Hoovers and other outlets• Everyone is a “suspect”“suspect”• Telemarketing – “Power Hour”“Power Hour”
Telemarketing PlanTelemarketing Plan
• A list of all the resources for making the initial calls
• A list of planned questions to uncover future
potential
• Block out time each day to yield new prospects
• Get in the mindset to make the calls
• Should obtain names to prospect further
ProbingProbing• Never sell on the first call or the first part of
the call• It is easier to sell someone what they want• Establish rapport immediately• Explicit/Implicit Needs• Before you start selling your product, the
most important thing you should know is what the customer will base their decision on…
Experience vs. FeaturesExperience vs. Features• You must sell on solutions and not price• What issues/concerns are important to the
customer?• Who is involved in the decision making
process?• What will they base their decision on?• Must keep your presence & professionalism in
the customer’s minds before another presentation
FAB’sFAB’s• FeaturesFeatures: : the tangible characteristic of
the product you are selling
• AdjectivesAdjectives: : description of the feature
• BenefitsBenefits: : what it means to the customer; why they will buy
Overcoming ObjectionsOvercoming Objections• Chances are you will be thrown an objection and the
best way to respond is to LEAPLEAP• Put fear aside and look for “smoke screens”• Actively LListenisten to what the customer is saying• EEmpathizempathize with what has been said by the customer• AAsksk questions for great understanding of what the
customer is saying• Then you can take action to PProduceroduce the proper
response/answer
The CloseThe Close• Prepare to ask for the business or a
decision to move forward• Look for closing points from the customer
and recognize where the call is headed• Various Kinds of Closing
NegotiationNegotiation The sales person must create the win-winThe sales person must create the win-win
• Keep in mind: -Listen -Be Confident -Mirror the Body Language of the Client -Make it a Conversation -Know the Win-Win
Review QuestionsReview Questions1.1.What are the SMART elements for setting What are the SMART elements for setting
goals in your Strategic Plans?goals in your Strategic Plans?
2.2.Define FABDefine FAB
3.3.What is the four step process for overcoming What is the four step process for overcoming objections?objections?
4.4.Why is mirroring the body language of the Why is mirroring the body language of the client important in negotiations?client important in negotiations?
More on Sales Success…More on Sales Success…
• The most prominent factor in Sales Success is the Economic EnvironmentEconomic Environment
• Other factors include: Technological Environment, Regulatory Environment, & Natural Environment
• As a professional, it is important to stay current on the industry/area of your client base.
Define Your MarketDefine Your Market• Before you can begin networking, you must
define what market segment you will target• Hospitality Market Segments include:
-Associations
-SMERFE
-Corporate
-Leisure Transient
-Tour & Travel
-Government
NetworkingNetworking• There are many ways to begin looking for new There are many ways to begin looking for new
prospects and allow face to face contactprospects and allow face to face contact• Start in your backyard – Chamber of Start in your backyard – Chamber of
Commerce, your own hotel, industry eventsCommerce, your own hotel, industry events• Before networking, have the “elevator Before networking, have the “elevator
speech” ready, business cards, and a goal set speech” ready, business cards, and a goal set in mind of how many prospects you wish to in mind of how many prospects you wish to have before the end of the nighthave before the end of the night
Trade Shows & BlitzingTrade Shows & Blitzing• Trade Shows are a great way to network – but Trade Shows are a great way to network – but
only if done effectively. Get out of your booth!only if done effectively. Get out of your booth!• First Impression is KeyFirst Impression is Key• Have plenty of brochures, business cards, and Have plenty of brochures, business cards, and
unique giveaways on handunique giveaways on hand• Sales Blitz today is different than it was years Sales Blitz today is different than it was years
ago – it should be done on the phone first, then ago – it should be done on the phone first, then canvas your territorycanvas your territory
• Referrals Referrals
Client CommunicationClient Communication• Knowing your “Behavioral Style” & the style Knowing your “Behavioral Style” & the style
of the customer will make your relationship of the customer will make your relationship more effectivemore effective
• Four Basic Behavioral Styles:Four Basic Behavioral Styles:
-Amiable-Amiable
-Expressive-Expressive
-Analytical-Analytical
-Driver-Driver
RFPs, Proposals, & ContractsRFPs, Proposals, & Contracts• RFPRFP: Request for Proposal - Must be
customized to meet the customer needs• ProposalProposal – Have you done your best to
create the win-win?• ContractContract:
-Force Majeure-Cancellation-Attrition
Final Tips for SuccessFinal Tips for Success• Sales Office coverage should be based on
your territory and clients• When handling an inquiry – ask questions!• During the first site visit, it is fine to ask for
the business• Prospect daily! Takes six calls to prospect
before they become a customer• Stay in touch with your clients…
Review QuestionsReview Questions
1.1.Describe each of the six market segments in Describe each of the six market segments in the hospitality industry.the hospitality industry.
2.2.Name the four behavioral stylesName the four behavioral styles
3.3.How do you effectively work a tradeshow?How do you effectively work a tradeshow?
4.4.What is the most important aspect of What is the most important aspect of converting business in your proposal?converting business in your proposal?
Creative SellingCreative Selling• You must avoid selling on price alone, what You must avoid selling on price alone, what
will set you apart is value proposition and will set you apart is value proposition and creative sellingcreative selling
• Your Your PARADIGMPARADIGM = Success for Creative = Success for Creative Selling!Selling!
• How you apply the information you gather will How you apply the information you gather will be the measure of how innovative and be the measure of how innovative and creative you can be.creative you can be.
• Partnering with your Marketing DepartmentPartnering with your Marketing Department
The Essentials of Marketing:The Essentials of Marketing:• Marketing PlanMarketing Plan: Targeted at high-level• Marketing MixMarketing Mix for a hotel is based on
positioning & reflects the value of the product• Marketing ToolsMarketing Tools: PR, Promotions, Email
Blasts, & Personal Selling• S.W.O.T AnalysisS.W.O.T Analysis: Competitive knowledge –
Strengths, Weaknesses, Opportunities, Threats
TourismTourism• Marketing plays a role in positioning your Marketing plays a role in positioning your
business to maximize tourism opportunities business to maximize tourism opportunities • CVB vs. Chamber of CommerceCVB vs. Chamber of Commerce• Two things are very important to the tour & Two things are very important to the tour &
travel market segment: location & ratetravel market segment: location & rate• Travel Agents – IATA, FAM Trip, DMCsTravel Agents – IATA, FAM Trip, DMCs• American Automobile Association & Diamond American Automobile Association & Diamond
Rating Systems Rating Systems
Review QuestionsReview Questions
1.1.How can you use creative selling?How can you use creative selling?
2.2.How can you work with marketing to improve How can you work with marketing to improve your value proposition?your value proposition?
3.3.What is a S.W.O.T analysis?What is a S.W.O.T analysis?
4.4.What is the marketing mix for your hotel?What is the marketing mix for your hotel?
Meetings & EventsMeetings & Events
• BEO & Group Resume • Meetings and event planning are their own
industry• You should constantly be updating your
industry knowledge to continue evolving
Event Planning Event Planning • Once the event is booked – Convention
Services, Catering & Banquets becomes involved, but you should still understand the basics
• Professionals in Event Planning• The sales person must understand what your
facility can & cannot accommodate• What kind of events are attracted to your
hotel/facility?
Set-UpSet-Up• Different kinds of meetings/events require a Different kinds of meetings/events require a
wide range of set-up, you should be familiar wide range of set-up, you should be familiar with all:with all:
-Theatre Style -Classroom Style
-Conference Style - “U” Shape-Hollow Square -Banquet Style-Half Moon Rounds -Herringbone-Chevron -Crescent Seating-Pod Seating
• Stage Set-UpsStage Set-Ups
Audio VisualAudio Visual• LCD ProjectorsLCD Projectors• White BoardsWhite Boards• Some terms to be familiar with:Some terms to be familiar with:
-Bandwidth-Bandwidth
-ISP-ISP
-T1 Line-T1 Line
-Ethernet Cable-Ethernet Cable
Going GreenGoing Green
• The “Green Trend” “Green Trend” is universal and the world of meetings and events is no exception
• LEED LEED Rating• Organic Food Products• Sustainable Tourism
Review QuestionsReview Questions
1.1.What is the benefit for you as a sales What is the benefit for you as a sales manager to understand meeting planning and manager to understand meeting planning and set-ups?set-ups?
2.2.Name three common room set ups and why Name three common room set ups and why you use them.you use them.
3.3.What is a LEED rating?What is a LEED rating?
Food & BeverageFood & Beverage• As hospitality sales executives, it is crucial to
expand your knowledge of the industry• In the past, food & beverage trends were only
supposed to be knowledge of the catering/convention services department – NOT TODAY!NOT TODAY!
• This knowledge can provide a better selling angle to your clients
Selling FoodSelling Food• Depending on your role in sales and the size
of your property – you may have to sell food & beverage events – “by the piece”/ “a la carte”
• Pricing is based on cost – “Dynamic Pricing”• Basic Banquets Knowledge• Breakfast – Continental vs. European• Coffee Trends
Selling BeveragesSelling BeveragesA few important facts for selling alcohol & having A few important facts for selling alcohol & having
aa
bar at an event:bar at an event:-Standard Liquor Law – 21 Years of Age-Some states allow guests to bring in
their own alcohol-Cash Bar vs. Hosted Bar-Sommelier-Mixologists
Miscellaneous F&BMiscellaneous F&B• The higher level of professional you are, the
broader your knowledge should be. Food & Beverage is a HUGE part of sales – become an expert!
• Other Terms to be F&B Savvy:-A.Q.-A.Q. -Potable Water-Potable Water
-F.I.F.O.-F.I.F.O. -Buffet “Action Station”-Buffet “Action Station”
-Queen Mary-Queen Mary -Sous Chef-Sous Chef
- “Mis en place”- “Mis en place” -Madeleine -Madeleine
Review QuestionsReview Questions
1.1.What is the difference between a menu priced What is the difference between a menu priced “by the piece” and “a la carte?”“by the piece” and “a la carte?”
2.2.Define State Liquor Law.Define State Liquor Law.
3.3.Can you drink potable water?Can you drink potable water?
4.4. If you were ordering a sommelier in a If you were ordering a sommelier in a restaurant, what would you be ordering?restaurant, what would you be ordering?
5.5.Give an example of dynamic pricing. Give an example of dynamic pricing.
QuestionsQuestions
MCA ContactMCA ContactMaster Connection Associates Master Connection Associates “…Dynamic Training Solutions!”Corporate Office: 949-589-6137
Check out Cindy Novotny's latest message on YouTube!
http://www.youtube.com/watch?v=kn9uIcc3YPA
Ready to begin? Download your CHSE application today – go to www.hsmaicertifications.org!
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or call 703-506-2010