假日酒店销售SSP培训-Jasper.ppt

hot el sal es str ate gic pr oce ss -s & m jasp er zhan g “人不仅是一种追求目的（purpose-seeking）的动 物，而且在很大程度也是一种遵循规则（rule- following）的动物，遵循规则是我们人类的一个重 要特征。” 哈耶克 简 介 |引子 |概念 |客户分类 |市场分类 |销售的全过程 |实战 |总结 引 子 |引 子 話說有二個和尚，他們分別在 相鄰的二座山上的廟裡。 這二座山之間有一條溪於是這 二個和尚，每天都會在同一時間 下山去溪邊挑水，久而久之，他 們便成為好朋友了。就這樣，時 間在每天挑水中，不知不覺己經 過了五年。 引 子 突然有一天，左邊這座山的和尚沒 有下山挑水 ，右邊那座山的和尚 心想:他大概睡過頭了。便不 以為意。 哪知第二天，左邊這座山的和尚 ，還是沒有下山挑水，第三天也 一樣，過了一個星期，還是一樣 直到過了一個月，右邊那座山的 和尚，終於受不了了。 他心想:我的朋友可能生病 了,我要過去拜訪他，看看能幫 上什麼忙。 引 子 於是他便爬上了左邊這座山， 去探望他的老朋友等他到達 左邊這座山的廟，看到他的 老友之後，大吃一驚 因為他 的老友，正在廟前打太極拳 ，一點也不像一個月沒喝水 的人。 他好奇地問:你巳經一個 月，沒有下山挑水了，難道 你可以不用喝水嗎? 引 子 左邊這座山的和尚說:來來 來，我帶你去看。 於是， 他帶著右邊那座山的和尚走 到廟的後院指著一口井說: 這五年來，我每天做完功課 後，都會抽空挖這口井。即 使有時很忙，能挖多少就算 多少。 如今，終於讓我挖出井水 ，我就不必再下山挑水，我 可以有更多時間，練我喜歡 的太極拳。 引 子 | 結 論 挖好屬於自己的井， 不要害怕改變， 危機就是轉機。 引 子 我們在工作領域上，即使 薪水、股票拿的再多，那是 挑水；不要忘記把握下班後 的時間，挖一口屬於自己的 井，培養自己另一方面的實 力；未來當您年紀大了，體 力拼不過年輕人了，您還是 有水喝，而且還要喝得很悠 閒喔！ 思 想 革 命 |你都认识它们吗？（附页） |what you thought leads what you can do? |if you think you can, you can! |please say the same language why？ |it is necessary to use english words in the common work? |how we can say professional? 概 念 |市场营销和销售有何差异？ *按照销售观念，公司以其现有的产品为 出发点，运用销售方法和促销手段，销 售一定量的产品，以获取利润。 *按照市场营销观念，公司则从现有的顾 客入手，发现他们的需要，顾客需要什 么，就生产什么，销售什么；而同时在 满足顾客需要的过程中实现本企业赚取 利润的目标。 销 售 的 全 过 程 |introduction & objectives |marketing the hotel |the strategic sales process |the sales platform |potential analysis |presenting hotels |handling objections |gaining commitment |your personal plan of action 销 售 的 全 过 程 |introduction & objectives aim: to improve the competitive strength of the individuals within hotels sales organizations. 销 售 的 全 过 程 |2. marketing the hotel definition: marketing is the ability to maximize our potential revenue to the satisfaction of the clients. *the marketing process 1.establish client requirement. 2.create a product to meet the requirement. 3.persuading clients to satisfy requirement. 4.ensure the product is accessible 客 户 分 类 | client definitions 五类： 1.key clients: a client that forms one of those 20- 30% of clients that contributes 70- 80% of the hotels or the organizations business revenue. measurable in room nights and room revenue. 客 户 分 类 | client definitions 2.niche clients: a buying client that is neither a key client nor a key prospect for which a potential analysis has been conducted. these are the remaining 70-80% of clients who represent the other20-30% of the room nights and revenue. 客 户 分 类 | client definitions 3.key prospects the clients who are recognized s only giving us a small proportion of the potential business that they have, whether for an individual hotel or for the whole company(i.e delivering business to your competitors) they have the potential become a key client. 客 户 分 类 | client definitions 4.suspects: a client that we suspect has business but for which no potential analysis has been conducted yet. 客 户 分 类 | client definitions 5.telemarketing: a client with identified potential but insufficient top warrant direct sales activity. 市 场 分 类 market sorts |1).business individual |2).business groups |3).leisure individual |4).leisure group 市 场 分 类 |1).business individual 1)regular corporate 2)transient discount 3)transient long term stay 4)corporate preferred 5)corporate negotiated 6)business products/ promotions 7) government/ diplomatic/military 市 场 分 类 |2).business groups 1)corporate meeting 2)incentives 3)association meeting 4)trade fair/ exhibition 5)government/diplomatic/military group 6)airline crew 市 场 分 类 |3).leisure individual 1)transient rack 2)leisure packages- weekend 3)leisure packages- seasonal 4) leisure packages- other 5) wholesale 市 场 分 类 |4).leisure group 1)tour series 2)leisure group/sport events 3)p&p and airline delay 销 售 的 全 过 程 |3. the strategic sales process definition: it is motivating client commitment. specific measurable achievable relevant time 销 售 的 全 过 程 criteria for effective sales visit 1.clearly defined objective. 2.work with decision maker. 3.use question rather than statements avoid making assumptions. 4.base any presentation on the real situation as the client see it. 5.prove your product or service is of benefit to eh client.(brochure) 6.find out an objection and handle them. 7.agree on a commitment. 8.keep initiative. 销 售 的 全 过 程 |4. the sales platform buying platform key clients niche clients. t e l e m a r k e t i n g working platform key prospects market platform suspects *swot analysis 销 售 的 全 过 程 |5. potential analysis the d.a.p.a framework definition of the clients requirements for your product or service. acceptance by the client of the requirement. prove that your service or product can fulfill the clients requirements. acceptance of the proof by the client. 销 售 的 全 过 程 |questioning skills review funnel technique 1.motivate the client to answer questions 2.open,neutral questions to get unbiased information. 3.open,leading questions to explore more deeply. 4.closed questions to pinpoint precise requirements. 5. summary details. 销 售 的 全 过 程 |6. presenting hotels 1.state & explain the six points to consider when making presentations. 2.describe the three main elements for”presenting with impacts” 3.preparing for presentation. 1)check the summary of requirements to confirm understanding. 2)check if the client has any new people attending the presentation. 3)if you are co-presenting practice and rehearse. 4)think about handing questions.(best answer) 销 售 的 全 过 程 presentation guidelines 1.only present the solution after summarizing the clients needs and gaining acceptance of them. 2.know your hotel,package or service. 3.do not present any features without mentioning the benefits to the client and their situation. 4.use your best possible proofs when presenting features and making benefit statements. 5.use the clients words and figures. 6.make the presentation on longer than it needs to be. 7.make confident,positive statements. 8.use the clients name,but use it sparingly. 9.check the clients understanding often. 10.keep eye contact with the client. 11.listen and watch for buying signals. 销 售 的 全 过 程 |7.handling objections why clients object? do not trust product. do not trust us. do not want to changes. bad experience. do not like personally. 销 售 的 全 过 程 *handling the spoken objection pause “tell me more” empty the client -is there anything else i need to know? lock the client -if i can overcome your concerns, can we work together? present the solution check - does that meet your requirements? confirm the details. 销 售 的 全 过 程 * the rate objection solution -make certain we believe in your own pricing. -price is often the only weapon the client has. -make the client realize that you are there to help not fight. 销 售 的 全 过 程 |8.gaining com