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7/21/2019 14016854 Hotel Convention Sales
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Chapter 3 1
Organizing for
Convention Sales
Chapter 3
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Chapter 3 2
Competencies
• Identify factors to consider when organizing for
convention sales.
• Describe typical sales and marketing staff positions, and
outline the roles of regional sales offices and
independent hotel representatives.
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Chapter 3 3
Competencies
• Explain how to manage the efforts of the sales teamin terms of establishing standard operatingprocedures, conducting sales meetings, assigning
account responsibility, and evaluating the saleseffort.
• Explain the various filing systems and recordsmaintained by a sales office.
• Describe technological applications for a salesoffice.
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Chapter 3 4
Sales Structures
Trends that have impacted sales
1. Consolidated sales departments
2. Revenue management
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Chapter 3 5
Structuring a Sales Department
• Unity of command
• Authoritycommensurate with
responsibility
• Span of control
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Chapter 3 6
The Sales Office
• Function
• Layout
• Interaction with other departments– Convention Service Manager
– Banquet/Catering Department
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Chapter 3 7
Sales and Marketing Staff
Positions within Sales
• Director of Marketing
• Director of Sales
• Director of Revenue Mgmt
• Sales Managers
• Sales Staff
• Clerical Support
Supplemental Staff
• Regional Sales Offices
• IndependentRepresentatives
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Chapter 3 8
Regional Sales Offices
• Solicit business for any hotel in the chain
• One-stop shopping
• Computer banks on clients and chain
properties
• Intermediary between client and property
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Chapter 3 9
Independent Hotel Representatives
• Used when in-house staff cannot cover all areas
• Wide variety of services offered
• Represent more than one property (but rarelysimilar clients)
• Hired on a contract basis
• Must work within the scope of the property’smarketing plan and familiarize themselves with theproperty
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Chapter 3 10
Standard Operating Procedures
• Describe how recurring business actionsshould be handled
• Act as a reference that helps banquet andsales staff handle functions consistently
• Cover such things as function book control,
booking policies, organizational chart, andreservation cut-off dates
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Chapter 3 11
Assigning Account Responsibility
• Methods and Fairness
• Accounts assigned by markets or by
organizations.
• The directors of sales must ensure fair
distribution.
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Chapter 3 12
Key Account Management
Rank accounts on 5 levels1. New and established accounts with a high
potential for business2. High potential accounts that are providing
much business3. New accounts with medium potential
4. Medium potential accounts that provideacceptable business5. Low potential new and established accounts
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Chapter 3 13
Sales Filing Systems and Forms
• Elements of Sales Filing Systems
• Master Card
• Account file
• Tickler file
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Chapter 3 14
Master Card
• Summarizes sales efforts
• Serves as prospect database
• Often color-coded
• Trailer cards hold information on divisions
of large companies
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Chapter 3 15
Account File
• Serves as the basic group business record
• Folder includes all correspondence & related materials
• Started at initial contact
• Also color-coded with cross-reference to master card
• Information in the file includes tear sheets, pastconvention programs, and contracts
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Chapter 3 16
Tickler File
• AKA tracer file, bring-up file, follow-up file
• Helps ensure effective follow-up
• Filed by month/day in accordion-style files
• Entry in the pocket for the day or month you want
to contact prospect
• Example: In the pocket for 12/15/04, a note to call
a local PTA leader about annual holiday banquet
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Chapter 3 17
Function Book
• A page for every day of the year
• All function rooms represented on each page
• Entries under function rooms include name of
organization, type of function, attendees, rates, etc.
• Bookings should be made in pencil
• One person should control and maintain the book
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Chapter 3 18
Guestroom Control Book
• Helps monitor guestroom allotments to
groups
• Lists rooms available to groups
• Format consists of a monthly report sheet
with space for group’s name and guestroomcommitment by day
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Chapter 3 19
Technical Components of the
Virtual Office• Laptop computer
• PDAs• E-mail
• Cell phone
• Voice mail services
• Pagers