SALES

&
RESERVATION
REPRESENTATIVE
MANUAL

A GUIDELINE
FOR ALL SALES REPRESENTATIVES TO
EFFECTIVELY APPLY SELLING TECHNIQUES & TOOLS IN
ORDER TO ACHIEVE SALES OBJECTIVES AND PROFITABLE
GROWTH.

This document is for internal use only. Its contents may not be divulged to third parties
under any circumstances.

SALES PROCEDURE MANUAL October 2016

 Table of Contents

1. INTRODUCTION 3

2. OBJECTIVE 3

3. ROLE OF SALES REPRESENTATIVE 4

4. SALES PROCEDURES 4

4.1 Profiling 4
4.2 Product offer/ Product Knowledge 5
4.3 Pricing 5
4.4 Costing/ Documentation/ Software 6
4.5 Receiving the payment 6
4.6 Planning the event 6
4.7 Handing over to Operations 7

5. MARKET KNOWLEDGE/ COMPETITORS 7

6. OPERATIONAL KNOWLEDGE 7

7. MAJOR BLUNDERS MADE BY RESERVATION 8

7.1 Wrong Profiling/ Quoting wrong rates 8

7.2 Over Commitment 8
7.3 Delay in documentation of the event 8
7.4 lack of Inventory knowledge 8
8.. FREQUENTLY ASKED QUESTIONS 9

SALES PROCEDURE MANUAL October 2016

 You have chosen to make a career with Pakistan's One of the oldest Catering Company.

At Hanif Rajput Catering Company we have a commitment to ensuring our staff enjoy and
succeed in their jobs. For this to happen you need to be fully informed and trained about
our Company and its products

Information or knowledge is power in the hands of a sales person. Without information

you cannot sell!! We want you to enjoy your chosen career, but you will only enjoy selling
if you become knowledgeable and skilled as a professional Sales Representative.

As a Hanif Rajput's Sales Representative you will need to know various details about sales
procedures and our policies.

1. Introduction

This manual will assist you in delivering the expected level of service and serve as a
reference tool for everyday use. It describes our “ go to market” practice and serves as
the reference document for all sales personnel when dealing with our customers.

The purpose of this document is to assist and enable us to apply the best selling practice
in order to:

● Have an effective utilisation of sales resources

● Standardise best practice across Haniff rajput's sales forces

2. Objective

The objectives of this selling manual are to:

● Provide you the Hanif rajput's Sales Representative with a guideline to Caterings sales
procedures.
● Assist all sales staff to achieve their respective sales objectives
● Achievement of agreed sales target/objectives for the defined territory/accounts
which are set by your direct manager
● Maintain good relationship with customers.

SALES PROCEDURE MANUAL October 2016

3. The Sales Representative role in Hanif Rajput Catering Company

Hanif Rajput’s success as a Company is directly related to the effectiveness of the Sales
Team. As a member of that Sales Team you have a crucial role, which influences both the
Company and its employees.

All this may seem an incredible responsibility. It is!! But selling can also be a lot of fun. It
is a challenge to manage your sales territory effectively, and a great satisfaction to
achieve your goals and objectives by using your acquired knowledge.

Your main responsibilities are related with the following areas:

4. SALES PROCEDURES

The sales procedures are described in three main steps:

1. Profiling
2. Product Offer / Product Knowledge
3. Pricing
4. Closing / Documentation / Software
5. Receiving of Payment
6. planning the event
7. Handing Over to Operations for Execution.
4.1 Profiling

Profiling is the use of personal characteristics or behaviour patterns to make

generalizations about a person. Profiling a Customer is the most important
part of selling.

Reasons of Profiling a Customer:

– To have better control.
– General Character
– Financial Status of the customer
– Aesthetic Sense of the Customer
– To win the deal and make a new customer
Tips for Profiling:
1. Pay attention to body Language.
2. Watch out for reaction
3. Observe good Habits and bad Habits.
4. Listen for Specific Words.
5. Cloths make the man (or women).

SALES PROCEDURE MANUAL October 2016

Tip #1: Pay Attention to Body Language.

– People say one thing but do another. By looking at a person's body language, you'll be able
to detect if there is any discomfort or conflict in him.
– A person who is lying, for example, will find it difficult to look at you in the eye. A relaxed
posture, on the other hand, can be (though not completely) a sign of innocence. Tense
shoulders and stuttering can mean that there is something the person isn't saying.

Tip #2: Watch Out for Reactions.

– The way people react to certain things can also teach you more than a few things about
them. For example, a person who reacts visually - those who notice the stunning view above
all else - are said to respond more strongly to logic.
– But what if the person is more attuned to the sound of the waves rolling? Those people are
typically called Auditories and respond more to verbal communication.

Tip #3: Observe Good Habits and Bad Habits.

– If you want to know how to profile people, you've got to be a keen observer. One thing you
can do as practice is to identify the habits of the people around you.
– Even if you don't know them personally or have only ever seen them once, it is possible for
you to pick up on their mannerisms simply by studying their actions.

Tip #4: Listen for Specific Words.

– The words people use can say a lot about them and their personality.
– People who use words like fabulous or fantastic are more likely to be flamboyant in nature
than others. People who use highfalutin words probably had a good education or are
covering for one form of insecurity or another.
– From this alone, you can now hypothesize on the kind of things that the person is interested
in.

Tip #5: Clothes Make the Man (Or Woman).

– Learning how to profile people is also quite fun as it exercises your mind. It trains you to
become more observant and to look for things that other people may not have even thought
of.
– Looking at how they dress up, for example, can already tell you a lot of things. Do they dress
sloppily or are they obscenely neat?
– These are just some of the ways on how to profile people. The more often you practice
profiling, the better you get at identifying types of people and personalities. Reading more
about it won't hurt either!

Benefits of Profiling:
• Retain the customer for:
• Business continuity
• Up selling
• Referrals

SALES PROCEDURE MANUAL October 2016

 4.2 Product Offer / Product Knowledge

For a sales person it is very important to know about the products offered by the
company. Followings are the products a sales person should know.
● Food
Food offered by the company, i-e Starters/ Appetizers, Bar B Q , Fry items,
Curry, vegetables, Chinese, continental, deserts, cocktails and mock tails,
etc. Sales Person should know how to build and Suggest a stable menu to
the Client Professionally. there are certain food items which are offered on
Seasonal basis i-e Kulfi Falooda is offered in summer, Gajar Halwa is offered
in winter. And at the same time there are some food items which are not
offered in summers just because of being risky and may be spoiled if there
is delay in serving time i-e Whole lamb roast, Muton Kunna, Ras Mali Etc.

Offering a Customised menu to a customer is an art. The sales/ reservation

persons should know the exact requirement of the customer and suggest a
Balanced menu. A Balanced menu should include the following;
1. Protein.
Protein is the most important and most expensive part of the menu,
there should be at least one gravy items. Bar B Q should be at
second priority and sea food at the third number.
2. Carbohydrate:
A menu without a carbohydrate is not a balanced menu and never
suggested. Rice/ Nan are essential part of the menu and presence of
carbohydrate controls the consumption of Protein and resulting in
cost management.
3. Deserts
4. Beverages (Soups, Mock tails, hot drinks).

The basic Format of the menu is as under

1. Appetizers ( Soups)
2. Starters( Prawns, Tempura, Canopies etc)
3. Main course ( Fry Items, Bar B Q Items , Garvy Items, Vegetables,
Continental Items)
4. Tandoor ( Nan types)
5. Salads
6. Chatni types
7. Deserts
8. Hot Beverages
9. Cold Bevergaes

SALES PROCEDURE MANUAL October 2016

 ● Arrangements:
Arrangements offered by the company.
Tents: There are different types of Tents Offered by the Company.
1. Shameina : Normal Tent is called shameina and its Dimensin is
( 15ft x 30Ft) Currently we have two options one in Beige color and
the other in Black color base and Golden Motive. The shamina are
usually installed in small event or at the venues where the space is
limited. Multiple shamina are joined togather to cover the area. The
shamina gives strate look form top.

2. Canopy: The second option to cover the space is the canopy. A

canopy has single pole and looks like an Umbrella. There are
Different dimensions of the canopies available.
a. ( 30ft x 30ft)---- Capacity 30 Persons

b. ( 45ft x 45ft)---- Capacity 70 Persons.

Currently we have Beige & black canopies with ( 30ft x 30ft ) & (45ft x 45ft) Dimension,
Pleated and Valvet canopies with
( 45ft x45ft) Dimension..

3. Dera: Third Type of available Tentage is Dera . A dera is made by

joining parts of ( 90ft x 30ft) There are Different dimensions of
Dera.
a. ( 90 x 60)
b. ( 90 x 90 )
c. (90 x 150).
Currently we have Beige, black and Pleated Dera .

SALES PROCEDURE MANUAL October 2016

 Kanat; Kanat is the side wall of any tent. And it is of 15ft Length.
Carpets:
There are different types of carpets in the Company inventory.
There are two types of Beige Carpets with different dimensions. I-e.
( 13ft x 26ft) and ( 13ft x 18ft ).
Beside Beige Carpets we have Maroon Carpets called Maroon Ideal
Carpets with the dimension of ( 13ft x 26ft).

Chairs:
There are different types of Chairs in Inventry.
1. PC Chair. ( It is Low Back with Round back)---1100 in Quantity

2. Hi-Back Round Tables: as clear from name it Has High Back and
are 1290 in inventory.

SALES PROCEDURE MANUAL October 2016

 3. Wrought Iron ( we have two Types of wrought Iron Chairs one
with Golden and the other with Silver colour) both are 250 in
numbers.

Inventory;
A Reservation Persons should have strong Grip on the Inventory. He should have updated
inventory every month. Inventory is divided into three sections.

1. Decoration ( Tents, carpets, tables Etc.)

SALES PROCEDURE MANUAL October 2016

 2. Cutlery & Crockery
3. Linen.
T
The Updated Inventory is Attached.

● Venue:
The sales person should know about the venue. The services offered at the
venue i-e marquee, lighting, generator, heating/cooling, valet service etc.
the should have venue comparison with him on quarterly basis.
There are three venus we are currently dealing.
1. Avalon Expressway.
Avalon Expressway is situated at main Islamabad Expressway 2km after
Faizabad. Marquee is installed with the Capacity of Maximum 550-600
persons with Round Table setup.

SALES PROCEDURE MANUAL October 2016

 The marquee has big Lash green Lawn and which can accommodate
additional 1500 persons with Round table setup with Covered Dera
Types arrangement and 2500 with Round table setup in Open.
2. Avalon GT Road.
Avalon GT Road is situated opposite DHA Phase # 2 and World Trade
canter. It has two Marquees with the capacity of 500 Persons each with
round table setup.
3. Rubaish
Rubaish is situated in Bahria Town Phase # 7 .It is marquee with the
capacity of 800 Persons with Round Table Setup. It has two Lawns as
well
● Service:
There are three basic Services offered by the company i-E food , Setup and
Waiter Service. The sales person should know about the service standards of
the company and SOP of the service.

● Miscellaneous:
In a function there are several other things beside the food, arrangements
offered by the company and service. I-e stage décor, lounges, wooden floor,
sound system, etc which we usually have to get from our venders. The sales
people have the knowledge about the venders and the quality of their work.

Fallow Up Procedure.
A good Sales and Reservation person should be a good planner and should
fallow the Following steps.
1. Daily activity Report:
Daily activity plan of Salesperson Date:
SP Event Prospect Name Meeting with Objective of the Outcom Sales Stage
Date meeting e
             
             
             

2. SMP for corporate Business

SMP for Corporate Business
Status Action/Remarks
S.N Prospec
Product/Solution Value (000) Suspec Clos
o t
t Prospect Approach Negotiate e Probability
                     
                     
                     
                     
                     

Process Steps Probability

Description
Suspect New opportunity.         10%
Prospect May sell our/third party products.       20%
Needs analyzed and can be met.       30%
Approach Opportunity fully qualified and met MAN.     40%

SALES PROCEDURE MANUAL October 2016

 Competition identified, strategy developed and proposal
presented. 50%
MAN is interested and we are short listed.     60%
Analysis/
Negotiate Customer showed interest and makes counter offer.   70%
Close Negotiation completed and received verbal commitment.   80%
Order Purchase order received with advance amount.   90%
Execution Event executed and remaining payment received   100%

3. SMP tender
SMP for Tender Business
Valu Status Action
Prospec Product/
S.No. e Specing Publishe Submission Comparativ Evaluation Awar Probability
t Solution
(000) d e d
                       
                       
                       
                       
                       
                       

4.3 Pricing.

After Strong customer profiling and product offer third and most crucial step of
selling is pricing.
1. Always give a written Solution on the basis of Client Profiling and Scope of Event.

2. Keep Margins for Discounts. (and keep in control, so you don’t have to give any
special discounts)

3. Explain clearly what you are attempting to do on their event.

4. Make sure to re-assess and re-plan quickly if your earlier assessment was wrong.
(Always keep a backup solution

Local event Pricing= Menu Per Head Cost + Cost of Extra items + cost of Third Party
Items.
Items+ Transportation + labour Cost.

In case of upscale event and out station event the sales person is recommended to consult
operations before quoting the rates.

SALES PROCEDURE MANUAL October 2016

 4.4 Closing / Documentation / Soft Ware

After negotiating with the client. When a reservation person and client reach an
agreement, it has to be recorded and shared with customer as well.
For this purpose we have software, every sales person should record the following in the
software. We are currently using Lotus Notes.
1. Date of the event
2. Host Name with all contact details.
3. Venue Address
4. Full menu
5. Extra Items
6. Additional items
7. Special Instructions for Kitchen
8. Special Setup Instructions
9. Payment Mode.
In case of corporate client purchase order/ work order in mandatory beside advance for
that particular customer.

Secondly, In case if the function is being booked by any sales persons . Beside above
motioned Points following steps will also be Fallowed.
1. Sales persons with Consult Manager Reservation to Hand over the Booking to
Reservation.
2. Manager Reservation will designate a person from reservation team to take
responsibility of that specific Booking from sales persons.
3. sales Person will hand over all Details of the event to reservation persons and will
arrange a joint meeting with Customer.

4.5 Receiving the payment.

After the documentation, the event will only be considered as confirmed after receiving
the advance/ full Payment.
we have different payment/ Cancellation policies for outdoor catering events and for the
events at our own venue.

4.6 Planning the event.

As we get the payment / Purchase order of an event. Planning of the event is next setup.
Which includes following setups.
1. Venue site visit by Duty Manager.
2. Site Visit report by Duty manager.
3. Planning the layout of the event.
4. Theme of the event.
5. Planning of service.
6. planning the third party involved items

SALES PROCEDURE MANUAL October 2016

 4.7 Handing Over to Operations

Last but most important step is handing over to operation for the execution. Before
handing over to operations the Reservation should check the booking sheet three days
prior to the event. and do the following jobs.
1. The reservation person should call the Customer to check if there is any last
change in the order.
2. In case of any change the reservation person should make the changes
immediately.
3. Should Hand over the Booking Sheet to Kitchen Coordinator and get the receiving
on the booking sheet.
4. It is responsibility of reservation to email the Booking sheet two days( 48hr) Prior
to the event to all Concerns i-e warehouse, Operations, F& b, accounts, admin etc.
5. Order the third party items to admin department by email and get the
acknowledgement.

Beside sales Procedure the Reservation / sales persons should also have the details of the
followings:

5. Market Knowledge / Competitors

The Reservation/ sales persons should have strong knowledge about the possible
competitors.
1. List Down the Possible competitors.
2. Product / Services offered by the Competitors.

3. Rates comparison with Competitors.

COMPARATIVE STATEMENT OF AN EVENT

S.No. Vendor Menu Other items No. of persons Total Package Remarks
1 HR Catering Services     400    
2 HR Caterers     400    
3 Tandoori     400    
4 Clay Oven     400    
5 Capital     400    

Etc………
Rates of every Competitor should be checked on quarterly / seasonal basis .

6. Operational Knowledge

A function is executed in three parts.

1. Decoration:
In this part the heavy stuff i-e tent, carpets, table, chairs, kanat etc is
moved to the venue in the morning from the warehouse. Our decoration
staff installs the tent and stacks the other items under the tents.

SALES PROCEDURE MANUAL October 2016

 2. In second part the service team goes to the venue and arranges the setup.
The duty of the service team is to give a proper complete setup of the
function.
3. In third part the kitchen is moved to the venue. If the event is in Rawalpindi
then the kitchen will be moved 3 hours prior to the serving time and if the
venue is in Islamabad then the food will be send 2 hour prior to the serving
time.

7 Major Mistakes made by Reservation

7 .1 Wrong Profiling/ Quoting Wrong Rates

Wrong rates are usually quoted due to the following reasons:

1. Wrong assessment of the client.
2. When a sales person is over occupied.
3. When the menu is customized and the sales person is confused.
4. When the client put pressure on the sales person to give the rates in hurry.

7 .2 Over Commitment

1. It usually happens when the sales person commit certain thing which is not
in the inventory. he does this to close the booking without knowing the
circumstances he might face on the event date.
2. The second over commitment is done by the sales persons when he takes
the responsibility of the third party or a person who is not on our vender
list.
3. A sales person some time commits wrong setup timing with the client.

7 .3 Delay in Documentation of the Event

A sales person should never waist time in entering the details of the event
in the lotus. I-e Theme of the event. Chair covers , carpets, tent type, cutlery and
crockery type.
If a sales person delays in entering the data after committing to the client, it might be
possible that another sales person commit the same things in the same date.

SALES PROCEDURE MANUAL October 2016

 7 .4 Lack of Inventory Knowledge

A sales person should have the inventory details with him . While
committing a thing to the client he should consult the inventory and its possible
commitments.

8. Frequently asked questions.

1 What is the price per person on buffets is?--- it is basically the first question a new client asks
without giving any information
2 How long have you been in business?
3 What is the difference between you and other catering companies in town?
4 What Services do you offer?
5 As How early a function should be booked?
6 Is a deposit required?
7 Which kind of menu do you offer?
8 When should  every thing including menu and theme should be decided?
9 Why the rates are not mentioned on the menu?
10 How much space do you need to arrange a event?
11 is site visit required and when it can be arranged?
12 When do I need give a final guest count?
13 Which decorator is on your panel?
14 Do you supply party rentals, equipment, decorations and accessories?

SALES PROCEDURE MANUAL October 2016

 15 Do you have a service charge and/or charge sales tax?
16 Once I have booked an event can the price change?
17 Do you do custom menus?
18 Do you do menu tasting?
19 What is venue Rental?
20 How early a venue should be booked?
21 What is the capacity of the venue?
22 What includes in the venue rental and what will be charged extra?
23 Can we have our own food arrangement at your venue?
24 Why are expensive as compared to other venues in the city?

Post Event Feedback From Customer.

Post event feedback from customers is very important. Customer comments are taken on a
comments card by the Site Supervisor.

Relation shipbuilding with Client:

Case Study and Dummy Bookings.

SALES PROCEDURE MANUAL October 2016