23 Mar 2015 163 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:


SOME ADVISES FOR HOTELIERS AND DMO's 

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.

SALES EFFICIENCY HAS THREE MAIN COMPONENTS:

  • 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

CONCLUSION:

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

Receive our newsletter
Recently
MPI activities #IMEX17 in FrankfurtMeeting Professionals International (MPI) vision is to be the first choice for professional career development and...Read more
Best articles of the month
Medical Meetings F&B – Food and Beverage, or Frustrate and Bewilder?The term F&B in the meetings industry refers to food and beverage. When it comes...Read more
MPI Turkey Chapter at Ace of Mice IstanbulMPI Turkey Chapter was among the exhibitors of the Ace of Mice by Turkish Airlines...Read more
Event Design in practice for EMEC17!On June 21st and 22nd, Granada - Spain was the stunning backdrop of the EMEC17...Read more