Tools

HA401 : The Class : Marketing : Selling : Tools

Selling Tools

The resort sales department has many ways to attract and sell group business. We will discuss two typical selling methods.

O-B-F Objections, Benefits, and Features — This is a selling method organizes selling into three steps. The first is to be prepared to overcome expected objections to having a meeting at your resort. This involves with anticipating potential guest concerns and dealing with them in a positive manner that will reduce their importance to the meeting planner. This is done by presenting all the features of the resort that will show the value of all the different activities available, excellence of the service staff, and any competitive advantages or strengths that the resort has. The final step is showing how these features directly benefit the guest or group. The best resort features are useless if the meeting planner does not need or use them. The resort sales manager must be insightful and creative in showing how the features of the resort will benefit the group and ensure a successful and eventful meeting.

Group Evaluation Model — This selling tool evaluates the profitability of different pieces of group business. It is a decision making tool that compares revenues and profits by department and indicates which piece of group business will be the most profitable for the resort. It includes the days of the week, rates, volumes, space needed and other specifics of a group. It then adds Transient Yield Management or Demand Tracking information to determine what revenue can be expected from this market segment. This information can then help the sales manager shift competing pieces of group business to complement each other or make the decision of which piece of business to take. There can be other different names for this decision making tool. It’s main purpose is to provide an objective and statistical analysis of different pieces of group business and determine which one will maximize revenue and profits for the resort.

It is important to remember that the group market is the biggest market for most resorts and can range from 60-80% of all resort business. It can become very complicated selling and booking group business to maximize revenues and use of guest rooms, meeting rooms and recreational facilities. Large groups can be booked five or six years out and reserving sleeping rooms and meeting space requires a detailed knowledge of the resort market and how to effectively sell all aspects of the resort years in advance.

Once you have completed this module you should:

Go on to Assignment 1: Develop a Resort Marketing Plan
or
Go back to Topic 3: Selling Resort Properties

E-mail Lloyd Shelton at Lloyd.Shelton@nau.edu
or call (928) 527-7518