HOSPITALITY SALES MANAGEMENT

HA - 400

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ROLE-PLAY COURSE PACK

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ROLE-PLAY IV – PRESENTATION

“Map to the Flow of the Sales Presentation Structure”

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INTRODUCTION

A properly prepared and executed sales presentation takes place in two stages:

1. Before themeeting with the customer...Planning at the "pre-approach."

2. During the meeting with the customer...Executing/Implementing the structure beginning with the "approach" through "presentation" and "close"

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PLANNING AND PREPARATION “BEFORE” MEETING WITH THE CUSTOMER - "PRE-APPROACH"

1. Prepare a Presentation Plan

2. Here you “pre-plan” your entire presentation anticipating buyer resistance (objections) and “memorizing” potential answers (“stock” answers) to these objections.

You also assemble various “proof” (demonstration) devices (pictures, testimonials, etc.) that will support you during the presentation. This is considered “demonstration” of your product’s benefits.

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PRESENTATION AND DEMONSTRATION “WHILE FACE-TO-FACE” WITH THE CUSTOMER - "APPROACH"/"PRESENT"/"CLOSE"

1. The Approach

1. Warm-up and Greeting
2. Establishing or Reestablishing Rapport (“Social Conversation”)
3. Transition to “Business Conversation”

2. The Sales Presentation/Demonstration

a. Summarize and Confirm “Needs” (End with, “Is there anything else we didn’t cover?)

b. Brief Profile and Differentiation of your company (“Before I directly address your needs, I’d like to give you a brief overview of my company,; would that be OK…What do you know about.”

c. Matching Product Features/Benefits with the Customer’s Needs/Wants and confirming them (Save price/budget to the end)

d. Summarize ”Benefits”

3. Negotiating Buyer Resistance “During the Presentation -Handling Objections from the prospect during the “presentation.”

4. Closing And Confirming The Sale - Asking for the Order

5. Negotiating Buyer Resistance “During the Close” -Handling Objections from the prospect during the “attempt to close the sale.”