Chapter 3 1

Organizing for Convention Sales

Chapter 3

Chapter 3 2

Competencies• Identify factors to consider when organizing

for convention sales.

• Describe typical sales and marketing staff positions, and outline the roles of regional sales offices and independent hotel representatives.

Chapter 3 3

Competencies

• Explain how to manage the efforts of the sales team in terms of establishing standard operating procedures, conducting sales meetings, assigning account responsibility, and evaluating the sales effort.

• Explain the various filing systems and records maintained by a sales office.

• Describe technological applications for a sales office.

Chapter 3 4

Sales Structures

Trends that have impacted sales1. Consolidated sales departments2. Revenue management

Chapter 3 5

Structuring a Sales Department

• Unity of command

• Authority commensurate with responsibility

• Span of control

Chapter 3 6

The Sales Office

• Function• Layout• Interaction with other departments

– Convention Service Manager– Banquet/Catering Department

Chapter 3 7

Sales and Marketing Staff

Positions within Sales

• Director of Marketing

• Director of Sales

• Director of Revenue Mgmt

• Sales Managers

• Sales Staff

• Clerical Support

Supplemental Staff

• Regional Sales Offices

• Independent Representatives

Chapter 3 8

Regional Sales Offices

• Solicit business for any hotel in the chain

• One-stop shopping

• Computer banks on clients and chain properties

• Intermediary between client and property

Chapter 3 9

Independent Hotel Representatives

• Used when in-house staff cannot cover all areas

• Wide variety of services offered

• Represent more than one property (but rarely similar clients)

• Hired on a contract basis

• Must work within the scope of the property’s marketing plan and familiarize themselves with the property

Chapter 3 10

Standard Operating Procedures

• Describe how recurring business actions should be handled

• Act as a reference that helps banquet and sales staff handle functions consistently

• Cover such things as function book control, booking policies, organizational chart, and reservation cut-off dates

Chapter 3 11

Assigning Account Responsibility

• Methods and Fairness

• Accounts assigned by markets or by organizations.

• The directors of sales must ensure fair distribution.

Chapter 3 12

Key Account Management

Rank accounts on 5 levels1. New and established accounts with a

high potential for business2. High potential accounts that are

providing much business3. New accounts with medium potential4. Medium potential accounts that

provide acceptable business5. Low potential new and established

accounts

Chapter 3 13

Sales Filing Systems and Forms

• Elements of Sales Filing Systems

• Master Card

• Account file

• Tickler file

Chapter 3 14

Master Card

• Summarizes sales efforts

• Serves as prospect database

• Often color-coded

• Trailer cards hold information on divisions of large companies

Chapter 3 15

Account File

• Serves as the basic group business record

• Folder includes all correspondence & related materials

• Started at initial contact

• Also color-coded with cross-reference to master card

• Information in the file includes tear sheets, past convention programs, and contracts

Chapter 3 16

Tickler File

• AKA tracer file, bring-up file, follow-up file

• Helps ensure effective follow-up

• Filed by month/day in accordion-style files

• Entry in the pocket for the day or month you want to contact prospect

• Example: In the pocket for 12/15/04, a note to call a local PTA leader about annual holiday banquet

Chapter 3 17

Function Book

• A page for every day of the year

• All function rooms represented on each page

• Entries under function rooms include name of organization, type of function, attendees, rates, etc.

• Bookings should be made in pencil

• One person should control and maintain the book

Chapter 3 18

Guestroom Control Book

• Helps monitor guestroom allotments to groups

• Lists rooms available to groups

• Format consists of a monthly report sheet with space for group’s name and guestroom commitment by day

Chapter 3 19

Technical Components of the Virtual Office

• Laptop computer

• PDAs

• E-mail

• Cell phone

• Voice mail services

• Pagers