Master Connection Associates
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www.masterconnection.com
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Say Yes to Certification! Say Yes to Certification!
The CHSE ExamThe CHSE ExamFacilitated by our Strategic Partners
Cindy Novotny & Gina Viña
Master Connection Associates
TodayToday’’s Presenter: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 experienceToday is all about selling the 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 mirror the
customer customer
AttitudeAttitude
•• Sales person most important attribute is their great Sales person most important attribute is their great
attitudeattitude
• 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 professionalism?What are ways you can exhibit professionalism?
2.2. How do you demonstrate persistence & integrity?How do you demonstrate persistence & 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 your day management so you are spending 70% of your day
on sales activities? 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 ““suspectsuspect””
• Telemarketing – ““Power HourPower 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
FABFAB’’ss
•• 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
NegotiationNegotiationThe sales person must create the winThe sales person must create the win--winwin
• 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 goals in What are the SMART elements for setting goals in
your Strategic Plans?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 client Why is mirroring the body language of the client
important in negotiations?important in negotiations?
More on Sales SuccessMore 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 Start in your backyard –– Chamber of Commerce, Chamber of Commerce,
your own hotel, industry eventsyour own hotel, industry events
•• Before networking, have the Before networking, have the ““elevator speechelevator speech””
ready, business cards, and a goal set in mind of ready, business cards, and a goal set in mind of
how many prospects you wish to have before the how many prospects you wish to have before the
end of the nightend of the night
Trade Shows & BlitzingTrade Shows & Blitzing•• Trade Shows are a great way to network Trade Shows are a great way to network –– but only but only
if done effectively. Get out of your booth!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 ago Sales Blitz today is different than it was years ago ––
it should be done on the phone first, then canvas it should be done on the phone first, then canvas
your territoryyour territory
•• Referrals Referrals
Client CommunicationClient Communication•• Knowing your Knowing your ““Behavioral StyleBehavioral Style”” & the style of the & the style of the
customer will make your relationship more customer will make your relationship more
effectiveeffective
•• Four Basic Behavioral Styles:Four Basic Behavioral Styles:
--AmiableAmiable
--ExpressiveExpressive
--AnalyticalAnalytical
--DriverDriver
RFPsRFPs, Proposals, & Contracts, 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 the Describe each of the six market segments in the
hospitality industry.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 converting What is the most important aspect of converting
business in your proposal?business in your proposal?
Creative SellingCreative Selling•• You must avoid selling on price alone, what will set You must avoid selling on price alone, what will set
you apart is value proposition and creative sellingyou apart is value proposition and creative selling
•• Your Your PARADIGMPARADIGM = Success for Creative Selling!= Success for Creative Selling!
•• How you apply the information you gather will be How you apply the information you gather will be
the measure of how innovative and creative you the measure of how innovative and creative you
can be.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 business Marketing plays a role in positioning your business
to maximize tourism opportunities to maximize tourism opportunities
•• CVB vs. Chamber of CommerceCVB vs. Chamber of Commerce
•• Two things are very important to the tour & travel Two things are very important to the tour & travel
market segment: location & ratemarket segment: location & rate
•• Travel Agents Travel Agents –– IATA, FAM Trip, IATA, FAM Trip, DMCsDMCs
•• American Automobile Association & Diamond Rating American Automobile Association & Diamond Rating
Systems 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 your How can you work with marketing to improve your
value proposition?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?
SetSet--UpUp•• Different kinds of meetings/events require a wide Different kinds of meetings/events require a wide
range of setrange of set--up, you should be familiar with all:up, you should be familiar with all:
-Theatre Style -Classroom Style
-Conference Style - “U” Shape
-Hollow Square -Banquet Style
-Half Moon Rounds -Herringbone
-Chevron -Crescent Seating
-Pod Seating
•• Stage SetStage Set--UpsUps
Audio VisualAudio Visual•• LCD ProjectorsLCD Projectors
•• White BoardsWhite Boards
•• Some terms to be familiar with:Some terms to be familiar with:
--BandwidthBandwidth
--ISPISP
--T1 LineT1 Line
--Ethernet CableEthernet Cable
Going GreenGoing Green
• The ““Green TrendGreen 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 manager to What is the benefit for you as a sales manager to
understand meeting planning and setunderstand meeting planning and set--ups?ups?
2.2. Name three common room set ups and why you use Name three common room set ups and why you use
them.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 NOT
TODAY!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 aA few important facts for selling alcohol & having a
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 WaterPotable Water
--F.I.F.O.F.I.F.O. --Buffet Buffet ““Action StationAction Station””
--Queen MaryQueen Mary --SousSous ChefChef
-- ““MisMis en placeen 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 by
the piecethe piece”” and and ““a la carte?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 restaurant, If you were ordering a sommelier in a restaurant,
what would you be ordering?what would you be ordering?
5.5. Give an example of dynamic pricing. Give an example of dynamic pricing.
QuestionsQuestions
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Corporate Office: 949-589-6137
www.masterconnection.com
Check out Cindy Novotny's latest message on YouTube!
http://www.youtube.com/watch?v=kn9uIcc3YPA
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CHSE application today – go to
www.hsmaicertifications.org!Questions on applying?
Email [email protected]
or call 703-506-2010
