IMPULSE HOSPITALITY ПРОГРАММА ОБУЧЕНИЯ_ENG

13
Training Modules for Hotel Sales & Marketing Teams Summary

Transcript of IMPULSE HOSPITALITY ПРОГРАММА ОБУЧЕНИЯ_ENG

Training Modules for Hotel Sales & Marketing Teams

Summary

Content copyright 2013. IMPULSEHOSPITALITY.COM. All rights reserved

Module: Sales in Hospitality Industry

Targeted

Audience: Sales Managers, Sales Executives, Sales Coordinators, Sales Assistants

Everybody who is involved in Sales Process

Goal: Offer a systematic and structural approach to the sales process; discuss the

specifics of selling in hotel industry (product, customer, distribution chain and

pricing); analyse the role and main tasks of the sales and marketing

department, the role and tasks of a sales manager, review main skills and

competencies as well as fundamental principles essential for successful selling

Content Why sales in hospitality is different

Sales Cycle

Main tasks of the Sales Department

Sales Manager’s areas of responsibilities

Necessary skills and competencies;

Fundamental principles of Sales Success

Result: Participants will understand the main tasks of the sales and marketing

department and its role in the overall hotel operation, will understand the sales

process and its steps, will review main professional skills and competences and

will be able to use them in their job

Module: Prospecting for new business

Targeted

Audience: Sales Managers, Sales Executives, Sales Coordinators, Sales Assistants

Everybody who is involved in Sales Process

Goal: Stress the importance of prospecting for new business, offer a systematic

approach to the process of generating business leads, analyse each step of the

process, review available sources for information and offer recommendations on

making prospecting more effective

Content: Why Prospecting is so important

Structure of the process and steps;

Generating leads;

Database;

Planning the communication with a potential client

Result: The participants will learn the concept of the Sales Funnel, understand the

importance of active prospecting and steps of the process, will learn what

information is essential for effective prospecting, where and how to get it, will

be able to put together a list of prospective clients, set goals and prioritise their

efforts

Content copyright 2013. IMPULSEHOSPITALITY.COM. All rights reserved

Module: Cold Calling

Targeted

Audience Sales Managers, Sales Executive, Sales Coordinators, Sales Assistants

Everybody who is involved in Sales Process

Goal: To help participants overcome the stress of the first communication with

prospective clients and make the process of cold calling more effective

Content: Why is it so difficult to cold call

Planning the first communication with your prospect

Preparing your script

Initial contact

Potential problems and ways to overcome them

Result: Participants will learn the importance of making positive first impression,

factors which could influence the success of the cold calling, will develop a

script for the first communication and will be able be able to plan the initial

communication with the prospective client and make the process of cold

calling more effective by scheduling more appointments with potential clients

Content copyright 2013. IMPULSEHOSPITALITY.COM. All rights reserved

Module Sales Process

Targeted

Audience: Directors of Sales, Sales Managers, Sales Executives, Group Sales Managers,

Event Managers, Sales Coordinators, Sales Assistants

Everybody who is involved in the Sales Process

Goal: To offer a structural approach to the sales process, analyse in detail each step of

the sales cycle, review sales skills essential for the process and practice these

skills in role plays

Content: Structure of the sales process

Opening

Needs and objectives

Presenting solutions

Gaining commitment

Handling objectives

Closing and follow up

Result: Participants will learn the structure of the sales process, will understand the

importance of following the structure, will be able to use the necessary sales

skills for each step of the process and convert more prospects into clients

Content copyright 2013. IMPULSEHOSPITALITY.COM. All rights reserved

Module: Segmentation in hotel industry

Targeted

Audience: Directors of Sales, Sales Managers, Sales Executives, Sales Coordinators

Everybody who is involved in the Sales Process

Goal: Explain the importance of segmentation, review main segments in hotel industry,

analyse how to select targeted segments and develop them

Content: Segmentation in hotel industry

Criteria for business segmentation

Individual and group reservations

Main segments in hotel industry

Selection of targeted segments

Developing strategy to work with the targeted segments;

How to evaluate success

Result: Participants will learn the importance of segmentation in hotel industry, main

criteria for selecting segments, will be able to select targeted segments, develop a

segmentation strategy and evaluate the results

Content copyright 2013. IMPULSHOSPITALITY.COM. All rights reserved

Module: Corporate Segment

How to work with it effectively

Targeted

Audience: Directors of Sales, Sales Managers, Sales Executives

Everybody who works with the corporate clients

Goal: Analyse the segment from the point of view of 4 Ps/4 Cs system, discuss

current trends in business tourism, ways of using the knowledge about the

market and industry to make the work with the segment more effective

Content: Business travel. Facts and figures

Business traveller and corporate client

Corporate Policy

How hotels are selected

Decision making process

How to match your selling cycle to their buying cycle

Result: Participants will understand the importance of corporate segment, will

learn the latest trends and developments in the business travel industry as

well as decision making process and their buying cycle, will be able to use

this knowledge when selling to corporate clients

Content copyright 2013. IMPULSEHOSPITALITY.COM. All rights reserved

Module: MICE segment

How to attract more corporate groups

and events

Targeted

Audience: Directors of Sales, Sales Managers, Sales Executives, Event Managers

Everybody who works with corporate clients and event

Goal: Show the importance of MICE segment for a hotel, analyse current trends

in the industry, give recommendation on how to work with corporate

groups and events more effectively

Content: Importance of group business for a hotel

Why MICE is a special segment

Current trends an tendencies

How these trends affect you

Success Factors

Result: Participants will understand why group business is important for hotel’s

successful operation, will get the knowledge of the latest trends and

tendencies in the meeting industry, learn how to use this knowledge to their

advantage when selling to this segment

Content copyright 2013. IMPULSEHOSPITALITY.COM. All rights reserved

Content copyright 2013. IMPULSEHOSPITALITY.COM. All rights reserved

Module Tourist Segment

How to attract more tourist business

Targeted

Audience: Directors of Sales, Sales Managers, Groups Sales Managers,

Sales Executives, Event Managers

Everybody who works with tourist segment

Goal: Show the importance of developing tourist segment (both individual and tour

group business), analyse current trends in the market and specifics of Russian

market, discuss the peculiarities of working with tourist segment

Content: Tourism in Russia and at your destination

What you should know about modern tourists

Intermediaries and their role

New reality in distribution

Pricing in the tourist segment

Tour groups

Factors of success

Result: Participants will understand why tourist segment is so important for the success

of a hotel, will learn the latest trends and tendencies in the global and local

tourist markets, potential problems as well as the factors that could positively

influence cooperation with intermediaries

Time Management

Some tips for Sales Professionals

Targeted

Audience: Directors of Sales, Sales Managers, Groups Sales Managers, Sales Executives,

Event Managers, Sales Coordinators, Sales Assistants,

Everybody who wants to reduce stress and increase productivity

Goal: To refresh and structure the existing knowledge of time management, discuss

some tools to save time and reduce stress and give some practical advice on

how to increase productivity in everyday life and on business trips

Content: Why do we talk about time

Goals setting

Planning your time wisely

Setting Priorities

Main time wasters or how to find some additional time

Result: The participants will review the benefits of planning, will learn methods of

allocating time, setting goals and priorities, will be able to identify time

wasters in their schedules and plan their work more effectively, as a result

will increase productivity and reduce overall stress

Content copyright 2013. IMPULSEHOSPITALITY.COM. All rights reserved

Module: Marketing Plan

How to create and make it work

Targeted

Audience: Directors of Sales, Senior Managers, Sales Managers

Everybody who is involved in the process of creating a marketing plan

Goal: To show the importance of strategic planning process for the successful

operation of a hotel, analyse step by step process of creating an effective

marketing plan

Content: Why do we need a marketing plan

Main steps in creating a marketing plan

Situation analysis

Existing business analysis

Setting goals

Developing strategy by segment

Required resources

Evaluation of success

Result: The participants will learn how to write an effective Marketing Plan, will know

its structure, will learn how to collect the required information and analyse it,

will be able to evaluate the current situation, set goals, develop a business

strategy to achieve them and determine the necessary resources, as well as be

able to evaluate the success Content copyright 2013. IMPULSEHOSPITALITY.COM. All rights reserved

Our Clients:

Content copyright 2013. IMPULSEHOSPITALITY.COM. All rights reserved

Contacts:

Content copyright 2013. IMPULSHOSPITALITY.COM. All rights reserved

Телефоны: Электронная почта: Сайт:

+ 7 926 492 3691 +41 79 915 6596

[email protected] www.impulsehospitality.com