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OVERVIEW
Discovering,
Disseminating, and Diffusing Productive "Go-To-Market" Processes,
Paradigms, and Practices to
The Hospitality Industry WHO The Hospitality Sales Institute is an independent corporation cooperating
in mutual benefit activities with the School of Hotel and Restaurant
Management (SHRM) at Northern Arizona University (NAU), Flagstaff, Arizona.
There are no formal legal ties between these organizations - only mutually
beneficial partnership projects. Dr. Richard G. McNeill, CHME, Associate Professor at SHRM is founder
and President of the Hospitality Sale Institute. He can be directly
contacted at 520.523.1713 or Richard.McNeill@nau.edu.
Send
E-mail. The Hospitality Sales Institute maintains a resource base of top hospitality
sales and marketing professionals, academics, and dedicated researchers.
This resource base is focused on projects and services as needed and
disbanded upon completion of assignments. In effect, with the exception
of core personnel, the Hospitality Sales Institute is a virtual non-profit
corporation that assembles the best of the best resources and brings
them together to solve hospitality sales and marketing challenges. WHY The hospitality sales and "go-to-market" interface between
the supplier and customer is undergoing radical transition. Since E.K.
Strong first invented feature/benefit selling in the 1920s, the sales
training industry has continued to teach his model that after 81 years
has become outdated. Industry spends the largest percentage of its training
budget in the area of sales. E.K Strong's selling model, which was created
to train salespeople selling consumer goods in a 1920s economy is no
longer applicable for complex "Consultative Selling" using
relationship strategies in the 3rd Millennium. The hospitality industry
may be wasting valuable resources. Clearly, hospitality sales is undergoing reengineering and transformation.
Research at the Hospitality Sales Institute indicates that salespeople
currently engaged in "Transactional Selling" (look-alike products/services),
are being transformed to competitively engage in "Consultative
Selling" which harnesses the power of relationship strategies.
And, many of these intensively developed relationships are evolving
into "Alliances." The Hospitality Sales Institute was created to bring "state-of-the-art"
sales methodology and technology to the attention and competitive use
of the hospitality industry. MISSION Dedicated to the advancement and dissemination of knowledge focused
on business-to-business (B2B) "Go-To-Market" Systems Processes,
Pardigms, and Practices in the hospitality industry. "Go-to-Market"
refers to the system of interface between supplier and customer.
This system ranges from electronic and web-based database building to
the relationship arts of the strategic national account manager and
"Alliance Sellers" influencing and coordinating alliance partners
in cooperative efforts. The Hospitality Sales Institute believes that sales is no longer
a communication step-child of marketing. Marketing now
is the supporting function for micromarketers (consultative and alliance
sellers) who are the vanguard in bringing complex and customized hospitality
service solutions to customers. Competitive advantage demands that the
hospitality industry RETHINK the sales force. The Hospitality Sales
Institute was created for this mission. WHAT Discovery, Disseminating, and Diffusing Productive "Go-To-Market"
Processes, Pardigms, and Practices: Discovery. Research
Activities are focused on examining the ever changing "Go-To-Market"
(sales) practices in the hospitality industry and accurately
reporting this evolutionary advancement. In addition to the study of
Present dynamics, we attempt to project Future probable
sales environments and scenarios. The Hospitality Sales Institute mines
the best thinkers no matter where they may reside and attempts to bring
together and focus this talent on our dedicated mission. Dissemination. Publication of
research findings disseminates the most current information to interested
parties. We publish our findings in academic journals and professional
magazines. Another example of dissemination is the development of case
studies published in textbooks on firms facing sales problems. These
case studies provide an opportunity for our clients and students to
develop practical problem solving skills while learning about current
practices within the field. Diffusing. Teaching activities
attempt to extend the concept of passive research dissemination to active
involvement with knowledge: (a) Teaching and (b) Consulting: a. Teaching Activities include
customized sales training courses designed for corporate customers and
public seminars on sales topics. In addition, the we offer various elective
classes to students at The School of Hotel and Restaurant Management.
Undergraduate elective sales programs include a basic sales skills module,
an advanced sales skills module, and a sales management module. b. Consulting is related to the
field of hospitality sales and are focused on helping corporate clients
solve sales management problems. Drawing from our resouce base of industry
and academic experts throughout the United States and world, allows
us to assemble the right team for each targeted management challenge. |
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© 2001 Hospitality Sales Institute
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RIGHTS RESERVED