23 Mar 2015 363 hits
 The Science and Art of Selling by John Parke !

The Science and Art of Selling by John Parke !

John Parke's session at EMEC15 : The Building Blocks of Professional Selling

John Parke, President and CEO of Leadership Synergies (Global Sales Consulting) animated two popular sessions at MPI EMEC 2015 in Krakow.

Watch this 3 minutes interview of John Parke where he gives some tips and insides for better professional sales to the MPI community:


The session on The Science and Art of Selling is mainly for Hotels and DMO and suggest to start revising the sales approach with an internal assessment and value proposition described below, before to reach clients and prospects:

Value Proposition

A value proposition is a description or statement that articulates what makes each destination unique and special compared to its competition. Prior to calling a prospect, be prepared to share the value proposition that would be most relevant to the prospect itself.

Hotel Value propositions may focus on:

  • Location (proximity to the convention center, area attractions/services)
  • Business/Hotel features (renovated guest rooms, meeting rooms, guest services, business amenities and exceptional service)
  • Benefits that connect to the client’s business objectives (increased productivity for attendees/guests, comfortable and restful stay, business services, etc.)

Destinations business value propositions may include the following descriptors:

  • Delivers excellent customer service—we value your visit and work with you; a city like no other
  • Accessibility and friendliness of a small town with the culture and sophistication of a big city.
  • Outstanding hotels, a renowned restaurant scene and a thriving arts community.


  • Demand Creation (Marketing)
  • Demand Capture (Sales)
  • Demand Management (Revenue Management)

To discover details of these components, watch John Parke's powerpoint presentation

Sales is the public face and revenue management is the analyst inside main Hotel companies.

There a 4 types of selling:

Companies should define their sales process taking in mind the previous aspects:

  • Sell in priority order (speed)
  • Five-minute research (preparations) 
  • Use a script (two-minute drill)
  • Sell to the right buyer (decisions)
  • Close the business (reduce vulnerability)

Further a detailed analysis of the buying influences and the buyers types Parke described effective solitications techniques:

  • Define the ideal client
  • Research
  • Script
  • Environment
  • Perseverance
  • Post-call follow-up
  • Tools & resources


Closing Sales - Four Ingredients to Closing:

  • Meet the client needs
  • Solutions - Contract with agreeable terms
  • Next steps - Go forward path
  • Contract close

Find more information click on Leadership Synergies

The MPI in Europe Team

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