Chapter 6 Internal Marketing and Sales

Hospitality Sales and Marketing Fifth Edition (472TXT or 472CIN)

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Competencies for Internal Marketing and Sales

1. Describe internal marketing and employee empowerment. 2. Define internal sales and describe the general managers role in internal sales. 3. Summarize the role of employees in internal sales and discuss relationship selling, employee training, how employees can apply sales skills, and employee sales incentive programs.
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Competencies for Internal Marketing and Sales

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4. Explain how internal merchandising works in guest-contact and back-of-the-house areas. 5. Describe how special services and in-house promotions can be used for internal marketing and sales efforts.

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General Managers Role in Internal Sales

Hiring sales-oriented employees Training employees in sales techniques Motivating employees to sell

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Habits and Characteristics of Sales-Oriented Employees

They know the property They know the area They interact with guests They use their sales skills

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Sales Skills for Employees

Upgrading Top-down method Rate-category-alternatives method Bottom-up method Suggestive Selling Cross-Selling
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Guest-Contact Areas
Lobby Guestrooms Elevator floor landings Elevators Restaurants Lounges Barber and beauty shops Reservations desk Convention desk Cashiers desk

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Types of Special Services

Services for businesspeople (business centers, F&B services) Shopping centers Area attractions Free coffee/newspapers

Services for families (baby-sitting, high chairs play equipment, etc.) In-room closed-circuit television Limousine service Free samples of local Airport transportation produce
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Fresh flowers

Types of In-House Promotions

Special events Contests Drawings Two-for-one coupons Secretaries club Frequent traveler programs Promotional giveaways
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