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1、Hotel Sales Strategic Process-S S&M M J Ja as sp pe er r Z Zh ha an ng g“人人不不僅僅是是一一種種追追求求目目的的（purpose-seekingpurpose-seeking）的的動動物物，而而且且在在很很大大程程度度也也是是一一種種遵遵循循規(guī)規(guī)則則（rule-rule-followingfollowing）的的動動物物，遵遵循循規(guī)規(guī)則則是是我我們們?nèi)巳祟愵惖牡囊灰粋€個重重要特征。要特征。”哈耶克哈耶克 簡介|引子|概念|客戶分類|市場分類|銷售的全過程|實戰(zhàn)|總結(jié) 引 子|引 子 話說有二個和尚，他們分別在話說有二個和2、尚，他們分別在相鄰的二座山上的廟裡。相鄰的二座山上的廟裡。這二座山之間有一條溪於是這這二座山之間有一條溪於是這二個和尚，每天都會在同一時間下二個和尚，每天都會在同一時間下山去溪邊挑水，久而久之，他們便山去溪邊挑水，久而久之，他們便成為好朋友了。就這樣，時間在每成為好朋友了。就這樣，時間在每天挑水中，不知不覺己經(jīng)過了五年。天挑水中，不知不覺己經(jīng)過了五年。引 子 突然有一天，左邊這座山的和尚沒突然有一天，左邊這座山的和尚沒有下山挑水有下山挑水 ，右邊那座山的和尚，右邊那座山的和尚心想心想:他大概睡過頭了。便不他大概睡過頭了。便不以為意。以為意。哪知第二天，左邊這座山的和尚，哪知第二天，左邊這座山的3、和尚，還是沒有下山挑水，第三天也一樣，還是沒有下山挑水，第三天也一樣，過了一個星期，還是一樣直到過了過了一個星期，還是一樣直到過了一個月，右邊那座山的和尚，終於一個月，右邊那座山的和尚，終於受不了了。受不了了。他心想他心想:我的朋友可能生病了我的朋友可能生病了,我要過去拜訪他我要過去拜訪他，看看能幫上什看看能幫上什麼忙。麼忙。引 子 於是他便爬上了左邊這座山，於是他便爬上了左邊這座山，去探望他的老朋友等他到達(dá)左去探望他的老朋友等他到達(dá)左邊這座山的廟，看到他的老友邊這座山的廟，看到他的老友之後，大吃一驚之後，大吃一驚 因為他的老友，因為他的老友，正在廟前打太極拳，一點也不正在廟前打太極拳，一點也4、不像一個月沒喝水的人。像一個月沒喝水的人。他好奇地問他好奇地問:你巳經(jīng)一個你巳經(jīng)一個月，沒有下山挑水了，難道你月，沒有下山挑水了，難道你可以不用喝水嗎可以不用喝水嗎?引 子 左邊這座山的和尚說左邊這座山的和尚說:來來來，來來來，我?guī)闳タ础Ｎ規(guī)闳タ础ｌ妒牵麕е妒牵麕е疫吥亲降暮蜕凶叩綇R的後右邊那座山的和尚走到廟的後院指著一口井說院指著一口井說:這五年來，這五年來，我每天做完功課後，都會抽空我每天做完功課後，都會抽空挖這口井。即使有時很忙，能挖這口井。即使有時很忙，能挖多少就算多少。挖多少就算多少。如今，終於讓我挖出井水，如今，終於讓我挖出井水，我就不必再下山挑水，我可以我就不必再下5、山挑水，我可以有更多時間，練我喜歡的太極有更多時間，練我喜歡的太極拳。拳。引 子|結(jié)結(jié) 論論 挖好屬於自己的井，挖好屬於自己的井，不要害怕改變，不要害怕改變，危機(jī)就是轉(zhuǎn)機(jī)。危機(jī)就是轉(zhuǎn)機(jī)。引 子 我們在工作領(lǐng)域上，即使薪我們在工作領(lǐng)域上，即使薪水、股票拿的再多，那是挑水；水、股票拿的再多，那是挑水；不要忘記把握下班後的時間，不要忘記把握下班後的時間，挖一口屬於自己的井，培養(yǎng)自挖一口屬於自己的井，培養(yǎng)自己另一方面的實力；未來當(dāng)您己另一方面的實力；未來當(dāng)您年紀(jì)大了，體力拼不過年輕人年紀(jì)大了，體力拼不過年輕人了，您還是有水喝，而且還要了，您還是有水喝，而且還要喝得很悠閒喔！喝得很悠閒喔！思 想 革 命6、|你都認(rèn)識它們嗎？（附頁）|What you thought leads what you can do?|If you think you can,you can!|Please Say the same language Why？|It is necessary to use English words in the common work?|How we can say professional?概 念|市場營銷和銷售有何差異？*按照銷售觀念，公司以其現(xiàn)有的產(chǎn)品為出發(fā)點，運(yùn)用銷售方法和促銷手段，銷售一定量的產(chǎn)品，以獲取利潤。*按照市場營銷觀念，公司則從現(xiàn)有的顧客入手，發(fā)現(xiàn)他們的需要，顧客7、需要什么，就生產(chǎn)什么，銷售什么；而同時在滿足顧客需要的過程中實現(xiàn)本企業(yè)賺取利潤的目標(biāo)。銷 售 的 全 過 程1.Introduction&Objectives2.Marketing the Hotel3.The strategic Sales Process4.The Sales Platform5.Potential Analysis6.Presenting Hotels7.Handling Objections8.Gaining Commitment9.Your Personal Plan of Action銷 售 的 全 過 程|Introduction&Objectives Aim:T8、o improve the competitiveStrength of the individuals within hotels sales organizations.銷 售的全過程|2.Marketing the HotelDefinition:Marketing is the ability to maximize our potential revenue to the satisfaction of the clients.*The Marketing Process1.Establish client requirement.2.Create a product to meet9、 the requirement.3.Persuading clients to satisfy requirement.4.Ensure the product is accessible客 戶 分 類|Client Definitions五類：1.Key Clients:A client that forms one of those 20-30%of clients that contributes 70-80%of the hotels or the Organizations business revenue.Measurable in room Nights and Room Re10、venue.客 戶 分 類|Client Definitions2.Niche Clients:A buying client that is neither a key client nor a key prospect for which a potential analysis has been conducted.These are the remaining 70-80%of clients who represent the other20-30%of the room nights and revenue.客 戶 分 類|Client Definitions3.Key Prosp11、ects The clients who are recognized s only giving us a small proportion of the potential business that they have,whether for an individual hotel or for the whole company(I.e delivering business to your competitors)They have the potential become a key client.客 戶 分 類|Client Definitions4.Suspects:A cli12、ent that we suspect has business but for which no potential analysis has been conducted yet.客 戶 分 類|Client Definitions5.Telemarketing:A client with identified potential but insufficient top warrant direct sales activity.市 場 分 類 Market Sorts|1).Business Individual|2).Business Groups|3).Leisure Indivi13、dual|4).Leisure Group市 場 分 類|1).Business Individual 1)Regular Corporate 2)Transient Discount 3)Transient Long Term Stay 4)Corporate Preferred 5)Corporate Negotiated 6)Business Products/Promotions 7)government/Diplomatic/Military市 場 分 類|2).Business Groups 1)Corporate Meeting 2)Incentives 3)Associatio14、n Meeting 4)Trade Fair/Exhibition 5)Government/Diplomatic/Military Group 6)Airline Crew市 場 分 類|3).Leisure Individual 1)Transient Rack 2)Leisure Packages-Weekend 3)Leisure Packages-Seasonal 4)Leisure Packages-Other 5)Wholesale市 場 分 類|4).Leisure Group 1)Tour Series 2)Leisure Group/Sport Events 3)P&P a15、nd Airline Delay銷 售的全過程|3.The strategic Sales ProcessDefinition:It is motivating client commitment.Specific Measurable AchievableRelevant Time銷 售 的 全 過 程Criteria for Effective Sales Visit1.Clearly defined objective.2.Work with decision maker.3.Use question rather than statements avoid making assumpt16、ions.4.Base any presentation on the real situation as the client see it.5.Prove your product or service is of benefit to eh client.(Brochure)6.Find out an objection and handle them.7.Agree on a commitment.8.Keep initiative.銷 售 的 全 過 程|4.The Sales PlatformBuying PlatformKey clientsNiche Clients.Te l 17、ema rke t i ngWorking PlatformKey prospectsMarket PlatformSuspects*SWOT Analysis銷 售的全過程|5.Potential AnalysisThe D.A.P.A FrameworkDefinition of the clients requirements for your product or service.Acceptance by the client of the requirement.Prove that your service or product can fulfill the clients r18、equirements.Acceptance of the proof by the client.銷 售 的 全 過 程|Questioning Skills Review Funnel Technique1.Motivate the client to answer questions2.Open,neutral questions to get unbiased information.3.Open,leading questions to explore more deeply.4.Closed questions to pinpoint precise requirements.5.19、Summary details.銷 售的全過程|6.Presenting Hotels1.State&explain the six points to consider when making presentations.2.Describe the three main elements for”Presenting with impacts”3.Preparing for presentation.1)Check the summary of requirements to confirm understanding.2)Check if the client has any new p20、eople attending the presentation.3)If you are co-presenting practice and rehearse.4)think about handing questions.(Best answer)銷 售 的 全 過 程Presentation Guidelines1.Only present the solution after summarizing the clients needs and gaining acceptance of them.2.Know your hotel,package or service.3.Do no21、t present any features without mentioning the benefits to the client and their situation.4.Use your best possible proofs when presenting features and making benefit statements.5.Use the clients words and figures.6.Make the presentation on longer than it needs to be.7.Make confident,positive statemen22、ts.8.Use the clients name,but use it sparingly.9.Check the clients understanding often.10.Keep eye contact with the client.11.Listen and watch for buying signals.銷 售 的 全 過 程|7.Handling ObjectionsWhy clients object?Do not trust product.Do not trust us.Do not want to changes.Bad Experience.Do not like23、 personally.銷 售 的 全 過 程*Handling the Spoken ObjectionPause“Tell me more”Empty the client -Is there anything else I need to know?Lock the client -If I can overcome your concerns,Can we work together?Present the solutionCheck -Does that meet your requirements?Confirm the details.銷 售 的 全 過 程*The Rate O24、bjectionSolution-Make certain we believe in your own pricing.-Price is often the only weapon the client has.-Make the client realize that you are there to help not fight.銷 售 的 全 過 程|8.Gaining Commitment“You ask,you get.The more you ask,the more you get.If you dont ask,you dont get”-Hank TrislerBalan25、cing Commitments.1.Dont just look for the short term,look for the long term,platform thinking.2.Dont just think about your own hotel think region,think area,think global.3.Remember the aim of the sales manager strategy is to grow the business for GDH.銷 售的全過程|9.Your Personal Plan of Action Ten ideas 26、are good,but one new idea put into practice is better still.-Heina Goldmann實 戰(zhàn)|How to make a appointment with your clients?|How to do a sales call?|How to do the sales blitz?|How to qualifying individual business request/Open an Account?|How to qualifying Group business request/Booking detail?Jasper Zhang