Hi!

Doctor Mac here.

Welcome to your first session of Hospitality Sales Management

This is

PHASE ONE: Personal and Professional Strategy

Step # 1: Professional Management

Topic 1: Consultative Selling Philosophy

In this topic you will learn that professional salespeople consistently follow a model similar to that of a medical doctor. I call it the "Consultative Selling Model.." This course is designed to parallel this model.

The purpose of this topic is to give you an overview of, to familiarize you with, and to provide you a new way of preceiving the profession of sales.

When you have completed this topic, you should be:

1. familiar with all of the steps of the consultative selling model
2. understand that all of these steps are required for success
3. that sales in the hospitality industry is complex and probably is very different than the image of sales that you have previously had.
4. Also, you and your computers should be completely ready to begin this course.

Briefly this topic explains the four (4) phases and 8 steps of the consultative selling model:

1. Phase One: Personal and Professional Strategy is concerned with the "foundation" necessary for all professions. Professionalsa continuously develop their personal assets and professional assets. Step # 1 and Step # 2 of the model address this.
2. Phase Two: Supply and Demand Strategy is concerned with fully understanding your product or service—this is Supply. Like a doctor or consultant, salespeople must fully understand the nature of their products and how they can help solve customer problems. The doctor fully knows medicines and procedures and how they can help patients. Step # 3, Product/Service Management, addresses this.

Phase Two is also concerned with fully understanding your customers or patients, or clients—this is Demand. Like a doctor or consultant, salespeople must fully understand what motivates customers and what they need. Step # 4, Customer Management, addresses this.

3. Phase Three: Customer Acquistion & Maintainance Strategy is concerned with matching the customers needs with an appropriate product solution. A good doctor knows the correct treatment for a patient’s illness. A goo salesperson knows and prescribes the correct product solution to solve the customer’s problem or need..

Phase Three is also concerned with how do salespeople keep customers coming back on a repeat basis. This is an issue of quality sales performance that leads to customer satisfaction.

Step # 5, Presentation Management, address both of these issues.

4. Phase Four: Evaluation and Improvement Strategy is concerned with reviewing sales performance and attempting to improve it. This cycle of monitoring and improving is the essence of the concept of continuous quality improvement. Professional people, doctors, consultant, salespeople and others, ALWAYS try to perfect their skills.

Specifically use this model for this class, but remember that it has applicability for every thing you do in life: Phase One, develop yourself, Phase Two, understand those around you, Phase Three, implement actions, and Phase four, evaluate and improve.

The next topic, Overview of the Hospitality Industry continues Step # 1, Professional Management. You will build upon your full understanding of the Consultative Selling Model. You will begin working on understanding the nature of the hospitality industry and how it is interrelated to sales.

So, let’s get to work!

This is Dr. Mac saying, "Persevere and be of good cheer!"