Sales and Marketing Chapters 4-7

What is suggestive selling?

Suggestive selling is the practice of influencing a guest's purchase decision through the use of sales phrases

What is one major factor in determining the advertising budget?

A firm should keep track of competitors' advertising activity and set its advertising budget to help is receive a fair market share

Name different types of sales calls.

Cold/ prospect calls, public relations/ service calls, presentation/ appointment calls, inside calls.

What does CPM stand for?

Cost per thousand refers to the cost for reaching one thousand potential buyers

What is cross-selling?

Cross-selling in advertising is simply using media in one area of the property to promote a different area of the property

What is the GM's role in sales?

Hiring sales-oriented employees Training employees in sales technique Motivating employees to sell

What is the difference between internal sales and marketing?

Internal marketing seeks to sell employees on the property and their importance to its success; internal sales is directed toward guests already at the property

What is internal merchandising?

Internal merchandising is the use of guestroom guest service directories, restaurant tent cards, lobby display cards, elevator cards or posters, bulletin boards, and other promotional items to promote the property's facilities and services

What are the types of advertising?

Internet Print Broadcast Direct mail E-mail Fax Outdoor Collateral Alternative-media

What are the presentation sales call steps?

Opening the sales call Getting client involvement Presenting your property Overcoming objections Closing and following up

Name the types of outgoing calls and their objectives.

Prospect call: To gather information and learn the names of decision-makers Qualifying calls: To find out whether the prospect is qualified to receive an in-person sales call Appointment calls: To ask for an appointment to meet the client Sales calls: To make an immediate sale Promotional calls: To introduce special promotions Service calls: To develop client satisfaction and loyalty Public relations calls: To generate goodwill

What is prospecting and what are some prospecting resources?

Prospecting is the search for potential customers or buyers. Prospecting resources include sales office records, retail store managers, church officials, newspaper stories, local organizations and companies, community contacts, front desk personnel, and other property employees.

What is the difference between public relations and publicity?

Public relations: the process of communicating favorable information about the firm to the public Publicity: Publicity is the media's gratuitous mention of your firm and it is one of the most effective promotional tools

Name and describe the four types of territorial space.

Public space is the best type to use when selling to a group, because a group usually feels more at ease and more willing to communicate at this distance • Social space may be an ideal beginning area for a presentation to an individual, especially if the salesperson is not acquainted with him or her • Personal space is often the closest you may get to a client • Intimate space is usually reserved for close friends and loved ones

What are the steps of an appointment call?

Reaching the decision-maker Opening the call The presentation Overcoming objections Setting the appointment

What is relationship selling?

Relationship selling can be defined as building guest loyalty by creating, enhancing, and maintaining a relationship with guests

What are some types in-house promotions?

Special events Contests Drawings Two-for-one coupons Secretaries' clubs Frequent traveler programs Promotional giveaways

What is a telephone sales blitz?

Telephone sales blitzes are usually used to gather information, but they can also result in immediate sales. One of the goals of a telephone sales blitz is to contact as many people as possible within a short amount of time

What is cooperative advertising?

The sharing of costs for locally placed advertising between a retailer and a manufacturer.

How can the front desk apply sales skills?

They can generate additional revenue by capturing walk-in business, upgrading reservations during check-in, marketing in-house facilities through suggestive selling, and securing return reservations during check-out.

When should a hotel schedule a news conference?

When it's important that the facts of a situation be presented to all of the media at once.