HOSPITALITY SALES MANAGEMENT

HOSPITALITY SALES MANAGEMENT

HA-400

SECOND HALF COURSE HOMEWORK

FALL 2000

FULL TEXT OF SYNTHESIS QUESTIONS & LINKS TO PREPARATION WORK FOR ROLE-PLAY “PREPARATION WORK”

Synthesis Questions: To be able to answer all the synthesis questions, you MUST READ ALL ASSIGNMENTS FOUND IN EACH TOPIC PAGE. This includes text readings and web sites that you have been asked to visit.

Role-Play “Preparation Work” assignments: Due at same time as Synthesis Questions, see the Role-Play timeline. Click Here.

P 2, S 4, T 1- Synthesis Question: Understand Buyer Motivation Management (WEEK 8)

This synthesis question asks you to comment on Buyer Motivation. As you know, customers will buy the product/service that offers the greatest "value" as

compared among all competitive offerings. The "consultative salesperson" is ideally positioned to create "value" during the customer's "buying process." This

added-value creates "differentiation" among competitive offerings and, thus, can lead to "competitive advantage" for the salesperson's firm. This question also

addresses the salesperson's role in creating added-value.

1.From the Online Lesson: McNeill's Article, ", "Competitive Advantage By Creating "Value" Within The Customer's Buying Process " In your own

words, describe how the "consultative salesperson"can add value for the customer during the customer's buying process.

2. Using information from the above article, explain why salespeople act differently in each of the following selling situations:

a. Transactional Selling

(1) What buying decision theory is being used here and explain its basics?

(2) What are the typical" actions that you might expect a salesperson to take in this situation and how and why are these actions related to the buying decision

theory used by the salesperson?

b. Consultative Selling

1) What buying decision theory is being used here and explain its basics?

(2) What are the typical" actions that you might expect a salesperson to take in this situation and how and why are these actions related to the buying decision

theory used by the salesperson?

Role-Play I b: Preparation Work – Click Here for Assignment

P2, S2, T2 Synthesis Question: Customer Database Management: None (WEEK 9)

Role-Play: None

P1, S2, T3 Synthesis Question: Building and Maintaining Relationships (WEEK 9)

This synthesis question asks you to comment one of the most important aspects of consultative selling: building relationships with potential customers.

Without continuous trust, the customer often will not tell the salespeople what's on their minds. So, it becomes difficult for the salesperson to really learn the

customer's true needs. Knowing the customer's needs is the key to matching the right product/service solution to "solve-the customer's problems. Also, without

trust, "access" to decision-makers is limited. Salespeople need access to be able to talk with the right people who can make decisions.

The following questions comes from one source: The Web Activity 1 article on building relationships.

1. Why are relationships particularly important in consultative selling?

a. How does managing relationships affect "competitive advantage?"

b. How is Relationship Management and "competitive intelligence" related?

2. Is Relationship Management or Networking manipulative or disingenuous?

a. What does the article say about this?

b. How do you personally feel about planning to build relationships in the hope that they will benefit you?

Could these relationships be "mutually" beneficial? How and Why?

Role-Play II: Preparation Work – Click Here for Assignment

P3, S5, T1 Synthesis Question: Pre-Approach Planning & Need Discovery (WEEK 10)

This synthesis question asks you to comment on two major areas: (a) Planning for the face-to-face "presentation" to the customer and (b) why discovering the

customer's needs is the key to a successful sale.

You need to know about the steps of the selling process. This is necessary so that you have a guide or map to the order of presenting your product solution to

the customer's needs.

Since consultative selling will only be successful if you accurately match the correct product/service benefits with the most important customer needs, then you

need to have a very clear picture of what those customer needs are. As a metaphor, the salesperson is a doctor. The doctor (salesperson) first clearly

understands the patients illness (needs) and then prescribes the correct medicine (product/service benefits).

Successful consultative salespeople FULLY PREPARE A PRESENTATION PLAN BEFORE they visit with a prospective customer.

1. From your Online text reading reading

a. Name and fully describe the 6 part "Presentation" process

b. Regarding the "need discovery" part of this process:

(1) Why is a focus on "need discovery" imperative for successful consultative selling?

(2) Name and briefly describe the three (3) dimensions of "need discovery."

2. The following question comes from one source: The Web Activity 1 article on

Improving Listening Skills:

a. Name and briefly describe four (4) areas where you can improve your listening skills.

b. How do improved listening and questioning skills help you (salesperson) to better understand the customer's needs?

Role-Play III : Preparation Work – Click Here for Assignment

P3, S5, T2 Synthesis Question: Presentation and Demonstration (WEEK 11)

This synthesis question asks you to comment on two major areas: (a) The salesperson' goals during the face-to-face "presentation" to the customer and (b) how

the "face-to-face" presentation is similar to a "presentation" before a group of people (perhaps a "buying committee".)

In the last topic, you learned about the steps of a "face-to-face" selling presentation. These are the mechanical steps. A consultative salesperson must focus on

creating value during this process as opposed to simply "communicating" facts.

A "group" presentation follows similar mechanics and principles as a "face-to-face" individual presentation.

1. From the Online Lesson : "From Value Communication To Value Creation:"

a. How does a salesperson create "value" the three (3) different types of in the selling situations? Demonstrate full understanding.

b. Compare the viewpoint from this article to the "selling presentation" 6 parts that you learned in online text reading.

2. The following question comes from one source: The Web Activity 1 article on "Successful Presentations":

a. Compare and contrast the "small group presentation" principles with the "selling presentation" 6 stepsthat you learned in online text reading.

NOTE: "compare & contrast" usually means that you recognize similarities and differences in each "point" stated by each situation. For example: How does the Step # 1 "Approach" in the selling presentation compare and constrast with the "group presentation?" Do this for all "points" raised.

Role-Play IV a: Preparation Work – Click Here for Assignment

P3, S5, T3 Synthesis Question: Negotiating Buyer Resistance (WEEK 12)

This synthesis question asks you to comment on two major areas: (a) What is the nature of "negotiating" and isn't this something that you are already familiar

with and (b) some practical tips on improving your communication skills to facilitate "win/win" negotiations.

In the last topic, you learned about the basic steps of a "face-to-face" selling presentation. These are the mechanical steps. You met no buyer resistance in your

role-play. However, buyers almost always resist or to better say it, "want clarification as to how your product/service can solve their problems (satisfy their

needs). So, see buyer resistance as the buyer showing INTEREST. If they had no interest and didn't want more information, they would simply say NO.

Welcome buyer resistance as showing a desire to obtain more information from you.

1. From the Online Lesson -- "Negotiating, You've Done it Before": What does "negotiating" mean?

a. Define "negotiating."

b. How are negotiation and long-term relationships related?

c. Do varying customer and seller personalities affect negotiations? How?

2. The following question comes from the online text reading:

a. Name and FULLY describe the FIVE common types of Buyer Resistance.

b. While the terms "buyer resistance" and "objections" are older selling language that sound adversarial (win/lose), in your opinion and from your reading:

(1) Why would it be considered an OPPORTUNITY for the salesperson when a potential buyer "resists" or "questions" his or her product/service solution to

satisfy the customer's need?

(2) How does satisfactorily answering or negotiating the buyer's resistance create a "win/win" situation?

Role-Play IV b: Preparation Work – Click Here for Assignment

P3, S5, T4 Synthesis Question: Obtaining Buyer Commitment : None (WEEK 13)

Role-Play IV c (Video Capstone Role-Play): Preparation Work – Click Here for Assignment

END OF SECOND HALF OF COURSE HOMEWORK ASSIGNMENTS

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