With the impact of the Internet changing the landscape of how the hospitality and tourism industries market and sell their products and services, it has become imperative now for owners and operators to understand fully the overall sales and marketing process. How and where you create awareness and visibility within various target audiences; how and where you engage those markets; and how, where and when you close the business, capture market share and optimize revenues and profits.

Strategy and tactics will be presented for the solicitation and capturing of key market segments: leisure, business travel and group (M.I.C.E. industry: meetings, incentives, conferencing and exhibitions). Participants will gain insight into what core competencies are required to lead and manage the sales and marketing operation; research, market intelligence, strategy, tactics, planning, direct sales deployment, execution, integrated marketing, technology, plus new metrics and business tools necessary for monitoring and measuring performance, expenses and return on investment benchmarks.

This highly interactive program has been designed to provide course participants with an opportunity to update and enhance their sales process knowledge while gaining a better understanding of sales performance evaluation and measurement, as well as decision making leading to improved process, transaction, revenues and profits.

LEARNING OBJECTIVES

By the end of the Module, participants will be able to:

Knowledge

• Explain hospitality sales and marketing: 1) strategy, 2) practice/tactics and 3) metrics
• Identify new metrics and business tools required to monitor and measure performance, sales and marketing expenses, and R.O.I. benchmarks
• Describe the industry sales and marketing standards of care for the transactional process of capturing profitable business

Competencies

• Evaluate the effectiveness of sales and marketing initiatives
• Comprehension of how best to find profitable business, and best practices of ways to target and solicit
• Produce a blueprint for overseeing the sales and marketing process

Mindset

• Recognition of the key elements necessary to support a highly productive sales and marketing operation
• Confidence in the decision making process regarding sales and marketing strategy, tactics, budgetary items and personnel

METHODOLOGY

A balance of lectures and group discussions with participant presentations, team solution finding exercises. Participants are encouraged to bring relevant reports from their business for group and instructor review and evaluation.

Senior executives all around the world have responsibilities that include managing across various lines - - including, especially, sales and marketing.    Many may have had little if any hands on sales and marketing experience prior to reaching their current executive positions.  

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David Brudney & Associates – www.DavidBrudney.com - 760-476-0830 - [email protected]