WELCOME The Webinar will begin shortly Say Yes

WELCOME! The Webinar will begin shortly Say Yes to Certification! The CHSE Exam Facilitated by our Strategic Partners Cindy Novotny & Gina Viña Master Connection Associates © 2009 www. masterconnection. com

Today’s Presenter: Cindy Novotny Master Connection Associates 3

Overview • • 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 experience… • Professional: Conforming to the standards of Professional 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.

Appearance • Most people need 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

Attitude • Sales person most important attribute is their great 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 perceived as consultative? • The most important characteristic you can have in selling is persistence & persistence is the key to success • Integrity is the result of our observable behavior over time • You must have complete knowledge of your company, products, the competition & the customer

Time 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 Questions 1. What are ways you can exhibit professionalism? 2. How do you demonstrate persistence & integrity? 3. In what ways can you improve your time management so you are spending 70% of your day on sales activities?

The 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 Accounts • Identify Key Accounts, Key Prospects, & Active Accounts • Develop relationships with key influencers • SMART Goals • Strategic Sales Plan: set a goal, develop a Plan strategy, and putting the action steps into place • Reverse Selling Plans

Prospecting • 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” • Telemarketing – “Power Hour”

Telemarketing 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

Probing • 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. 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’s • Features: the tangible characteristic of the product you are selling • • Adjectives: description of the feature Benefits: what it means to the customer; why they will buy

Overcoming Objections • Chances are you will be thrown an objection and the best way to respond is to LEAP • Put fear aside and look for “smoke screens” • Actively Listen to what the customer is saying • Empathize with what has been said by the customer • Ask questions for great understanding of what the customer is saying • Then you can take action to Produce the proper response/answer

The 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

Negotiation The 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 Questions 1. What are the SMART elements for setting goals in your Strategic Plans? 2. Define FAB 3. What is the four step process for overcoming objections? 4. Why is mirroring the body language of the client important in negotiations?

More on Sales Success… • The most prominent factor in Sales Success is the Economic 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 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

Networking • There are many ways to begin looking for new prospects and allow face to face contact • Start in your backyard – Chamber of Commerce, your own hotel, industry events • Before networking, have the “elevator speech” ready, business cards, and a goal set in mind of how many prospects you wish to have before the end of the night

Trade Shows & Blitzing • Trade Shows are a great way to network – but only if done effectively. Get out of your booth! • First Impression is Key • Have plenty of brochures, business cards, and unique giveaways on hand • Sales Blitz today is different than it was years ago – it should be done on the phone first, then canvas your territory • Referrals

Client Communication • Knowing your “Behavioral Style” & the style of the customer will make your relationship more effective • Four Basic Behavioral Styles: -Amiable -Expressive -Analytical -Driver

RFPs, Proposals, & Contracts • RFP: Request for Proposal - Must be customized to RFP meet the customer needs • Proposal – Have you done your best to create the win-win? • Contract: Contract -Force Majeure -Cancellation -Attrition

Final 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 Questions 1. Describe each of the six market segments in the hospitality industry. 2. Name the four behavioral styles 3. How do you effectively work a tradeshow? 4. What is the most important aspect of converting business in your proposal?

Creative Selling • You must avoid selling on price alone, what will set you apart is value proposition and creative selling • Your PARADIGM = Success for Creative Selling! • How you apply the information you gather will be the measure of how innovative and creative you can be. • Partnering with your Marketing Department

The Essentials of Marketing: • • Marketing Plan: Targeted at high-level Plan Marketing Mix for a hotel is based on positioning & reflects the value of the product Marketing Tools: PR, Promotions, Email Blasts, & Tools Personal Selling S. W. O. T Analysis: Competitive knowledge – Analysis Strengths, Weaknesses, Opportunities, Threats

Tourism • Marketing plays a role in positioning your business to maximize tourism opportunities • CVB vs. Chamber of Commerce • Two things are very important to the tour & travel market segment: location & rate • Travel Agents – IATA, FAM Trip, DMCs • American Automobile Association & Diamond Rating Systems

Review Questions 1. How can you use creative selling? 2. How can you work with marketing to improve your value proposition? 3. What is a S. W. O. T analysis? 4. What is the marketing mix for your hotel?

Meetings & 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 • 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-Up • Different kinds of meetings/events require a wide range of set-up, you should be familiar with all: -Theatre Style -Classroom Style -Conference Style -Hollow Square -Half Moon Rounds -Chevron -Pod Seating - “U” Shape -Banquet Style -Herringbone -Crescent Seating • Stage Set-Ups

Audio Visual • • • LCD Projectors White Boards Some terms to be familiar with: -Bandwidth -ISP -T 1 Line -Ethernet Cable

Going Green • The “Green Trend” is universal and the world of meetings and events is no exception • LEED Rating • Organic Food Products • Sustainable Tourism

Review Questions 1. What is the benefit for you as a sales manager to understand meeting planning and set-ups? 2. Name three common room set ups and why you use them. 3. What is a LEED rating?

Food & 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! • This knowledge can provide a better selling angle to your clients

Selling 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 Beverages A few important facts for selling alcohol & having a 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&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. -F. I. F. O. -Queen Mary - “Mis en place” -Potable Water -Buffet “Action Station” -Sous Chef -Madeleine

Review Questions 1. What is the difference between a menu priced “by the piece” and “a la carte? ” 2. Define State Liquor Law. 3. Can you drink potable water? 4. If you were ordering a sommelier in a restaurant, what would you be ordering? 5. Give an example of dynamic pricing.

Questions

MCA Contact Master Connection Associates “…Dynamic Training Solutions!” Corporate Office: 949 -589 -6137 www. masterconnection. com info@masterconnection. com kimanderson@masterconnection. com Check out Cindy Novotny's latest message on You. Tube! http: //www. youtube. com/watch? v=kn 9 u. Icc 3 YPA

Ready to begin? Download your CHSE application today – go to www. hsmaicertifications. org! Questions on applying? Email ktindell@hsmai. org or call 703 -506 -2010