Marketing Assignment: Case Scenario Based on Hospitality Sales

Question

Task: Keeping the pandemic in mind, answer all the questions based on the following scenario:
You are a professional salesperson managing more than 200 clients (aka. accounts) while working for a hotel. Your clients are located across GTA (consists of the central city of Toronto and the four regional municipalities which surround it: Durham, Halton, Peel, and York). Each client has different characteristics, such as overall revenue contribution, seasonal demand pattern, industry category, etc. Write a report on marketing assignment answering all the below questions.

1. WHAT “strategic factors” and “environmental factors” should be considered to manage these accounts effectively? WHY do you think these factors are important?

Select at least a total of FIVE factors.
2. Select any THREE Maslow’s Hierarchy of Needs and explain how those needs will impact your client’s decision making to purchase your product/service now as compared to 2019 prior the pandemic.

3. HOW would you perform account analysis in this new situation for the new clients?
Explain and give example.
4. WHAT methods can be used to prospect new clients?
List THREE methods and discuss at least ONE PRO and ONE CON of each method identified.

5. HOW would you change your “Sales Call Objectives” in the new situation?
Explain and give example.
6. Pick at least THREE non-verbal communication modes and explain HOW do you think the non-verbal communication will “still” play an important role in your sales call?
7. WHAT type “Sales Presentation Method” would be used in your sales call? Explain in detail as to WHY this method was selected over the others by providing TWO benefits of using it?

8. WHAT method would you use to follow-up with your clients? WHY did you select this method? HOW often would you follow-up?
9. WHAT are TWO ways you would ensure successful “Account Penetration” among your existing clients under the current circumstances?
Explain both points in detail.
10. EXPLAIN THREE ways you can ensure that you will be on top of your clients’ complaints under the current situation.

Answer

Introduction
As evident in this marketing assignment, in today’s competitive market, it is essential to have proper apprehension of marketing and sales. No matter what the business is in order for the business to succeed, an effective marketing strategy is required which can help the company to stand out from its competitive companies. It is similar for the hospitality industry as well, because the market is full of competitions that provide hospitality services.

A. Strategic factors
Strategic factors are based on the corporate sales approach where the time and serious attention plays an important role. In order to earn in the sales and approach unit following factors are important:

1. Attitude towards approach: Creative imagery is the important factor based on which the relaxation and concentration technique for effective marketing can be developed.

2. Sales Presentation: Memorized presentation is one of the best strategic factors where the product can be presented in structured, semi structured, unstructured, or in a customized way.

Figure 1: Structure of Sales Presentation
(Source: Sheehan et al.,2018)

According to the given image, these factors lead to different areas of sales presentation in the hospitality industry.
3. Impressions: The first impression towards the client and customer is very critical. The strategic approach should be relevant and according to posture, speaking, dressing sense in order to attract more customers in an effective marketing plan.

Environmental factors
Based on the PESTLE analysis of Toronto, there are various environmental factors affects the hospitality industry:

1. Greenhouse gas emission: Clean, Green and sustainable city is the dream of Toronto municipality. In this section, the hospitality industry needs to focus on complete cleanliness and emission of greenhouse gases. Emission below 26% is only allowable that makes the organization consider the factors rate (Sheehan et al.,2018).

2. Green Space and Urban Agriculture: Hospitality industry in this section needs to amend the development of green bases using the development of Canopy trees. Every organization needs to have coverage of approx 40% of the area resulting in a green situation (Baum, et al., 2020).

3. Embrace Recycling: Hospitality industry is highlighted with the development of recycling strategy from both green and blue wastes. As a sales performer it is important to consider the approach to be appropriate up to 70% in order to attract a number of customers.

B. Three Maslow’s Hierarchy of Needs
Maslow’s Hierarchy of needs is a five-tier model of motivational theory in psychology that depicts the hierarchy level with the help of a pyramid. Out of all the five models, the three models that can impact the customer’s decision making are Psychological need- this part of the model tells about the biological needs of all the human beings for survival. This may include food, shelter, clothing and sleep. Without these needs being satisfied a human body does not work (Kaushal, et al.,2020). This model can affect the customer behavior the most as if the psychological needs are not fulfilled the client would not choose to fulfill their luxury.

It was seen before the pandemic hit the world that people were keen on going out and enjoying. The only psychological issue that the client had to face in the hotel was uncomfortable beds or problems with beds but now after the pandemic has hit the issue that the clients are facing is economical. The customers are choosing the immediate needs over opulence (Soniet al.,2016).

Safety needs- this model talks about an individual’s need for security and safety. It is identified in this model that every person needs to feel order, control and predictability in their life so that they can feel safe. In 2019, before the pandemic, people felt safe going out with their family to hotels at that time they felt safe. After the pandemic, now people are concerned about going out and staying in places that they are not familiar at. The risk of getting sick is keeping people from feeling safe in any hotels.

Esteem needs - this part of the model has been classified into two categories which are desire for oneself and the desire for respect from others. This model is seen in hotels when sometimes guests ask for unrealistic things (Bishop, 2016). The staff has to accept and do what the customer wants. At this time it is seen that the guest is only trying to fulfill their own self esteem. Before pandemic the guest would want things that could be hard to fulfill but doable but prior to the pandemic the guest is seen to want things which are related to keeping them safe from the virus.

C. Ways of performing account analysis
1. Understanding customer profiles- to give a personalized experience to guests the hotels have to gather data about the customers. In order to do that the hotel has to gather all the information in one place so that it becomes easy to build robust and detailed profiles of the customers. For example, information like understanding the type of groups business customers coming in the hotel can give the information about what is more in that season like business meetings or weddings (Konovalovaet al.,2018). In order to understand the viewpoint of customers, a salesperson must need to know about price and discount policies. In addition to this, the assigned value should be based on the willingness to exchange within the customers. This study is completely based on the psychology of customers. Estimation in the hospitality industry must be followed with a section of profit and on the understanding of customer profiles.

2. Score in group business- It is also seen that giving time to particular can result in misfit. In order to get the most profitable outcome proper sales lead needs to be scored. For example, lead scoring software can be used for this.

3. Automate communication- automating communication can help the hotel to ensure that the new customers have a smooth experience. This helps the hotel to send a reminder to their customers. For example, an automated system can send reminders about signed contracts.

4. Personalized opportunities- the expanded offerings of the hotel have to focus on providing good experience to the customers. In this the hotel should provide the right thing to the customer at the right time. For example, in wedding parties the check-out time can be extended as it is at the top of mind.

D. Methods to prospect new clients
Three methods to successfully prospect new clients are
1. Connecting with the current network- in this method the hotels tools are used like CRM to reach out to the past customers or those who had to cancel events because of the pandemic. The first outlook has to be to connect and then to sell so that a good relationship is built. The client has to know that their safety is the hotel’s first priority.

Pros- This helps to assure them that they can be get safe service in the hotel
Con- Word of mouth marketing is not always effective
2. Bulking up the pipeline- after the pandemic many airports have opened again, so the main focus has to be on the airport arrival boards that give the information about the people who are travelling and are looking for a place to stay (Darkwa, et al., 2020).

Pros- Tolls like ExpertFly are easily available for the hotels
Cons- All information may not be received in proper time
3. Relationship selling process: This process highlights the development of concrete relationship between customer and salesperson. The approach should begin with the lifeblood selling and planning. This process enhances the development in a strategic way. Also, the element of effective persuasion is essential here. Pros: It is effective in dealing with resistant customers with follow up and better closing price in the sales.

Cons: Time-taking and require a lot of patience in order to execute the process.

E. New Sales Call Objectives
The objectives of sales call in the new situations are
S- The specific configuration demands for sales target, product beneficiary and all related with sales performance

M- The measurable quantity should be based on the process and strategic factors that lead to the development measurable amount for the sales process.

A- The achievable scenario is based on the acronym of sales target a salesperson needs to fix.

R- This requires the realization of effective and ethical communication in order to build better sales.

T- The achievable target must be fixed according to the time and a discipline should be maintained in approaching them.

F. Three non-verbal communication modes
Three non-verbal communications that can still be effective in the sales call are
1. Space Language: Physical body and space management are two major non-major communication styles. The Salesperson must be aware of space invasion, space threats and hence focus on maintaining the desk, chair, and beside table accordingly.

2. Physical body: The physical body must be attractive with elegant wears where a salesperson must wear clean and pressed clothes. In addition to this, perfume should be avoided; instead small deodorant can be used.

3. Hair Style: Hair must be neatly combed with elegant style. The hair must not be a mess in the process of communication. Also, the posture of the salesperson must not be obstructed by the hair style.

G. Sales Presentation Methods for sales call
Structure of Sales Presentation Methods to be used Description
Structured Presentation Memorized selling This is based on two assumptions where the prospect is either stimulated by direct exposure or with less effort in seeking with the sale of product.

H. Methods to follow up with client
The effective methods in which customers can get a follow up are
1. Informing them of new features- The customers can be sent periodic messages about new features that are added. The reason why this method is mostly effective if it is a feature that the customer might have requested.

2. Upsell- If there is any feature or service available that the customer might find useful then they have to be informed about the knowledge and try to up sell. This method can help the hotel to get to know about the confident customers

3. Sending them templates- the salesperson can send the customers templates that contain special offers for the customers. This method is effective because the customer might feel special and happy seeing that the hotel is providing a special offer exclusively for that customer.

How often can the follow-up be done?
The customers should be followed up in a particular interval of time so that they do not feel disturbed or irritated. It can be done within two to three weeks (Pyo, et al.,2016). Being a sales professional I need to consider the following equation in order to stand in the development ofsales. Following up the clients is a major issue where I need to be patient and subsequently visit them thrice a week.

I. Two ways to ensure Account Penetration
1. Identification of products or services that customers can purchase: This can involve an initiative to focus on adding value to the customers thereby winning over their confidence and increasing sales (Newen, et al.,2017).

2. Focus on identifying customers’ customers: Ideas can be communicated to customers regarding the means by which they can improve their business operations thus a win-win situation can be developed in turn. As Sales professionals, it needs to be focused with the hospitality industry. In this section, the sales professional needs to consider some amount of tactics in order to enhance the customer marketing. The tactics developed should be according to essentialities needed in the sales.

J. Three ways to stay on top of client complaints
1. Listening- The hotel workers have to listen to the customers properly and solve all the problems (Gerdtet al., 2019).

2. Being polite- The hotel employers always have to be polite towards the customers.

3. Taking ownership- The employers always have to admit to any errors that might occur in their end. Specific tools must be focused according to the demand of customers. In this sequence, the approach of sales professional should be under the non-verbal and verbal communication skill.

Conclusion
It can be concluded from above that a hotel needs proper marketing strategies to attract customers. They also need to adopt proper sales call methods as the Covid-19 has created a situation where the customers are scared of going to a new place.

References
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Dalgiç, A., Guler, O., &Birdir, K. (2017).Promotion in the hospitality industry.Routledge Handbook of Hospitality Marketing, 168-179.

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Gerdt, S. O., Wagner, E., &Schewe, G. (2019). The relationship between sustainability and customer satisfaction in hospitality: An explorative investigation using eWOM as a data source. Tourism Management, 74, 155-172.

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Konovalova, E. E., Yudina, E. V., Bushueva, I. V., Uhina, T. V., &Lebedev, K. A. E. (2018). Forming approaches to strategic management and development of tourism and hospitality industry in the regions. Journal of Environmental Management & Tourism, 9(2 (26)), 241-247.

Majid, A., Yasir, M., Yousaf, Z., &Qudratullah, H. (2019).Role of network capability, structural flexibility and management commitment in defining strategic performance in the hospitality industry.International Journal of Contemporary Hospitality Management.

McBride, J., Sullivan, T. J., Swinson, M. D., & Wang, Z. (2020).U.S. Patent Application No. 16/565,970.

Newen, A., & Vetter, P. (2017). Why cognitive penetration of our perceptual experience is still the most plausible account. Consciousness and cognition, 47, 26-37.

Pyo, J. S., Sohn, J. H., & Kang, G. (2016). Core needle biopsy is a more conclusive follow-up method than repeat fine needle aspiration for thyroid nodules with initially inconclusive results: a systematic review and meta-analysis. Journal of pathology and translational medicine, 50(3), 217.

Sheehan, M., Grant, K., &Garavan, T. (2018). Strategic talent management: A macro and micro analysis of current issues in hospitality and tourism. Worldwide Hospitality and Tourism Themes, 10(1), 28-41. Soni, B., &Soni, R. (2016, July).Enhancing Maslow's hierarchy of needs for effective leadership.In Competition Forum (Vol. 14, No. 2, p. 259).American Society for Competitiveness.

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