promote products and services to customers

PROMOTE PRODUCTS AND

SERVICES TO CUSTOMERS

Unit Code: D1.HRS.CL1.13

D1.HOT.CL1.10

D2.TCC.CL1.08

Slide 1

Promote products & services to

customers

This unit comprises four Elements:

Develop product & service knowledge

Develop market knowledge

Promote products & services

Apply selling skills.

Slide 2

Assessment

Assessment for this unit may include:

Oral questions

Written questions

Work projects

Workplace observation

Practical exercises

Formal report.

Slide 3

Develop product & service

knowledge

Performance Criteria for this Element are:

Identify opportunities to develop product & service

knowledge

Describe the benefits of staff having high levels of

product & service knowledge

Apply formal and informal research techniques to

gain product & service knowledge

(continue)

Slide 4

Develop product & service

knowledge

Seek customer feedback to supplement product &

service knowledge

Share product & service knowledge with other

relevant internal personnel

Initiate action to identify changes in customer

preferences, needs, wants and expectations

Contribute to changes to products, services and

service standards to meet identified

customer needs.

Slide 5

Identify opportunities to develop

product and service knowledge

Product knowledge is the basis for all promotion or

selling.

Staff involved in promotion and selling include:

Bar attendants

Food & drink waiters

Retail assistants in venue shops

Venue staff who sell tickets

and promote events.

Slide 6



Product knowledge is knowledge about:

Products & services available at the venue

The venue – policies, procedures & protocols

Local attractions, services & facilities.

Slide 7



Individual focus for developing product knowledge

must:

Start with the specific department where you work

Move into related areas

Finally expand into supplementary areas.

Slide 8



Product knowledge for food waiters:

Start with menu knowledge

Move to learning bar and drinks knowledge

Then learn venue knowledge

Finally learn local knowledge.

Slide 9



Product knowledge for front office staff:

Rooms & in-room facilities, layout of property, room

rates, prices, discounts, packages, booking &

deposit requirements

Venue food & drinks, venue facilities & services,

general products & services

Finish by learning local knowledge.

Slide 10



Product knowledge can be gained by:

Reading

Attending product launches

Attending trade events

Talking to sales representatives

Visiting suppliers, distributors &

manufacturers

Talking to others.

Slide 11

Describe benefits of staff having high

levels of product & service knowledge

Product knowledge can:

Optimise sales

Encourage visitors to stay longer.

Slide 12



Benefits of having product knowledge include:

Being able to help customers, by:

• Having increased confidence

• Presenting items in the most effective way

• Establishing rapport with customers

• Engaging with customers

• Offering tests & samples.

Slide 13



Being able to differentiate between products in

terms of:

• Brand name & size

• Quality

• Country of origin

• Features

• Price.

Slide 14



Being able to differentiate between services in

terms of:

• Duration

• Delivery choices

• Location

• Time of delivery.

Slide 15



Meeting customer service level expectations:

• Customers expect staff to be knowledgeable

Not meeting these expectations causes:

• Lack of confidence in the venue overall

• Decreased levels of purchases

• Reduced levels of

customer satisfaction.

Slide 16



Maximising selling opportunities, by:

• Being able to identify sales opportunities

• Creating supplementary sales

• Making recommendations for future purchases.

Slide 17



Being better able to address buying objections

• By recognising, identifying & classifying

objections

• By accepting & acknowledging them as legitimate

• By meeting specific objections

• By overcoming the objections.

Slide 18

Apply research techniques to gain


Research regarding product knowledge must:

Be ongoing

Be a conscious effort

Involve a combination of:

• Formal research techniques

• Informal research techniques.

Slide 19



Formal research options include:

Reading surveys & ratings

Administering questionnaires

Conducting internal testing

Evaluating existing external data

Reading internal documentation

Reviewing customer feedback.

Slide 20



Reading surveys & ratings gives information about:

Industry innovations

Food & beverages

Destinations & attractions

Industry initiatives.

Slide 21



Administering questionnaires - involves:

Developing questionnaires

Distributing questionnaires

Analysing responses.

Slide 22



Developing questionnaires involves:

Identifying research topics

Deciding on required information

Generating research questions

Producing the questionnaire.

Slide 23



Distributing questionnaires involves:

Identifying markets will be researched

Determining survey ‘sample size’

Sending out the questionnaires

Following-up responses.

Slide 24



Analysing questionnaires involves:

Classifying responses

Evaluating responses.

Slide 25



Conducting internal testing involves:

Determining quality of products & services

Identifying the differences between similar

products & services.

Slide 26



Evaluating external data involves reading & researching:

Product specifications

Product comparisons

Packaging & product labels

Tasting notes

User/manufacturer instructions

Troubleshooting guides & service manuals

Warning & care labels.

Slide 27



Reading internal documentation involves reading &

understanding:

Standard recipes – food & drinks

Stocking charts

Venue advertisements

SOPs

House policies.

Slide 28



Reviewing customer feedback involves:

Analysing verbal feedback

Evaluating written feedback.

Customer feedback = The breakfast of Champions!

Slide 29



Informal research techniques include:

General discussion

The media

Literature

Being a tourist.

Slide 30



General discussion:

Talks with management, colleagues & customers

Keys to making discussions effective research are:

• Ask questions

• Listen to the answers.

Slide 31



Using the media as a research tool involves:

Reading newspapers & magazines

Listening to the radio

Watching television.

Slide 32



Reading various literature involves:

Brochures, pamphlets & flyers

Internal venue information

Text & reference books

Guidebooks

Trade magazines.

Slide 33



Being a tourist in your local area involves:

Visiting local attractions

Looking around local shops

Participating in local events

Meeting Visitor Information Center staff.

Slide 34

Seek customer feedback to supplement

product/service knowledge

Customer feedback is important & may refer to:

General observations

Complaints

Compliments.

Slide 35



It is vital to review customer feedback to:

Identify trends in feedback & issues

Determine action to be taken in response to

identified issues.

Slide 36



Ways to capture customer feedback:

Using questionnaires

Talking to customers

Checking internal sales

Using ‘Customer Comment’ cards

Developing focus groups

Conducting taste tests.

Slide 37



Talking to customers:

Develops a better rapport with them

Is very customer-focused

Facilitates gathering of useful customer

information.

Slide 38



To get the most out of talking to customers:

Ask questions

Listen actively to responses

Ask follow-up questions

Use appropriate communication skills.

Slide 39



Checking internal buying patterns & trends can

indicate:

Popularity of products & services

Trends

Slow & fast moving lines

Customer & purchase data.

Slide 40



Preparing & using ‘Customer Comment’ cards

involves:

Placing cards in high-traffic areas

Using online versions

Offering cards to customers.

Slide 41



Feedback panels (‘focus groups’):

Bring together a group of representative customers

to provide feedback on:

• Targeted topics

• Random issues.

Slide 42



Conducting taste tests of food & drinks is an effective

way of capturing customer feedback in relation to:

Taste, aroma or appearance

Serve size

Selling price

Frequency of purchase.

Slide 43

Share product & service knowledge

with other relevant internal personnel

You must pass on product and service information to

other staff in order to:

Demonstrate you are a team player

Prove you have worked to capture this information

Help them optimise their sales

& promotion efforts.

Slide 44



Ways to share product and service knowledge

include:

Conducting internal staff meetings

Making mention at staff briefings

Developing handouts

Conducting internal activities

Experiencing the products & services

Conducting training sessions.

Slide 45



Whenever another staff member shares new or

revised product knowledge:

Acknowledge their effort

• Thank them

• Encourage them to share more information they

obtain.

Slide 46

Initiate action to identify changes in

customer preferences, needs, wants &

expectations

Market research is used by venues to:

Develop improved products & services

Guide revisions to SOPs & policies

Prove the venue is customer-focused.

Lack of customer-focus = less sales & decreased

customer satisfaction.

Slide 47



expectationsMarket research activities include:

Applying questionnaires

Doing individual or group interviews

Telephoning customers

Conducting experiments

Sending out surveys.

Slide 48



expectations

Running a competition

Establishing focus groups

Participating in industry-wide surveys

Using professional market research companies

Reading existing materials

Tracking venue statistics.

Slide 49



expectationsInformation generated from market research may be

classified as:

Quantitative data

Qualitative data

Secondary data

Primary data.

Slide 50



expectations‘Quantitative data’ (hard data) is statistical:

Levels of traffic or customers

Numbers of customers

Money spent

Percentage of customers who do XYZ

Numbers in nominated groups

Ratios of males to females.

Slide 51



expectations‘Qualitative data’:

Also known as ‘soft data’

Answers the ‘Why’ questions

• Why customers do certain things

• Why they feel the way they do

about certain topics.

Slide 52



expectations‘Secondary data’ is existing quantitative & qualitative data

from, for example:

Sales receipts, returns & refunds

Internal databases

Data from other research

Media articles

Information from literature, phone

books & advertising material.

Slide 53



expectationsPrimary data:

Includes quantitative & qualitative data

Is newly generated information

Addresses gaps in secondary data

Completes the market data.

Slide 54



expectationsTopics which may be the focus of market research

usually relate to:

Problems the venue is facing

Directions the venue intends to

take in the marketplace.

Slide 55



expectationsTopics for market research – ‘The 5 Ps’:

Product

Place

Price

Promotion

People.

Slide 56



expectationsMarket questions relating to ‘Product’:

“What do you like and why?”

“What should the venue change, and why?”

“What are your experiences at the venue?”

“What do other venues offer that

we should offer?”

“What is good & bad about what we offer?”.

Slide 57



expectationsMarket questions relating to ‘Place’:

“What do you feel about our current location or

access to the venue?”

“How would you prefer to make a booking with

us?”

“Are our opening hours acceptable?”.

Slide 58



expectationsMarket questions relating to ‘Price’:

“What do you think of our prices?”

“How much would you pay?”

“What do you think of existing prices for XYZ product/service?”

“What is your preferred method of payment?”

“Do you know about our discounts?”

“What do you think of our cancellation policy?”.

Slide 59



expectationsMarket questions relating to ‘Promotion’:

Will address the effectiveness of advertising &

promotional activities

Will seek to identify preferred ways customers want

to receive information about the venue

Will seek preferred promotional activities.

Slide 60



expectationsMarket questions relating to ‘People’:

“How good are our staff?”

“What do staff do well and not so well?”

“Do we have enough staff?”.

Slide 61

Contribute to changes to products,

services & standards to meet identified

customer needVenues must change what they offer or risk losing

business:

By not keeping pace with changing customer

wants, needs, preferences & expectations

By failing to take advantage of new opportunities

By continuing to offer dated, irrelevant or

unwanted products & services.

Slide 62



customer needWays to contribute to change include:

Providing evidence-based reasons for change

Preparing & delivering comprehensive workplace

presentations

Participating in activities designed to identify need

for change

Participating in group activities to

develop change.

Slide 63



customer need‘Six Thinking Hats’ developed by Edward de Bono:

White hat

Red hat

Black hat

Yellow hat

Green hat

Blue hat.

Slide 64

Summary – Element 1

When developing product and service knowledge:

Start with the basics for your work role & then

expand into other areas

Actively seek out and use workplace & out-of-work

opportunities to gain & update knowledge

Slide 65


Realise product & service knowledge underpins

effective sales activities

Use a mixture of formal & informal research

techniques to capture relevant information

Understand the critical nature &

positive impact of customer feedback

Slide 66


Actively seek customer feedback as opposed to

waiting for it to be provided by customers

Take the time and make the effort to share updated


Thank those who share product & service

information with you

Slide 67


Be proactive in identifying changes in customer

preferences, needs, wants & expectations

Participate in market research activities

Slide 68


Accept product & service knowledge is dynamic

Help your venue to identify changes needing to be

made to workplace products & services to meet

ever-changing customer needs.

Slide 69



Explain the concept of target markets

Define the concept of niche markets

Describe how promotions and offers

may vary to suit differing target markets.

Slide 70


Identify sources of information about enterprise-

specific target markets

Describe the demographic characteristics of

enterprise target markets

Explain the benefits of using targets

markets within an organisation.

Slide 71

Explain the concept of target

markets

‘Target markets’ are:

Groups of people with similar demographic

characteristics that a business wants to sell to or

attract to its premises.

Slide 72


markets

In relation to target markets:

Venues can have more than one target market

Target markets are not necessarily small in size

Target markets for venues can change over time.

Slide 73


markets

In relation to target markets, sales staff must:

Know how products & services differ to meet needs

of different markets

Focus sales & promotion efforts on aspects

of products & services identified

by market research.

Slide 74


markets

There is no limit on how target markets are described

• They may be very broad or specific

Management can have a different perspective on

target markets than frontline staff.

Slide 75


markets

Points of difference between target markets can result

in:

Generic venue-wide differentiated approaches to

nominated issues, areas & standards for certain

groups

Catering for individual customer differences on a

person-by-person basis.

Slide 76


markets

Venues use target markets to:

Create a point of difference in them as a business

Better understand customer needs, wants &

preferences

Enable them to develop better

products & services

Allow more effective promotions

& advertising.

Slide 77


markets

Venues will select their target markets:

To align with vision, mission & values

Based on experience & current expertise

To exploit business opportunities

To maintain viability

To meet competition

To set new directions for the venue.

Slide 78


markets

Venues can alter products & services to match needs,

wants & preferences of each target market:

Business

School

Women

International tour group

Elite/VIPs.

Slide 79


markets

The ‘Marketing Mix’ refers to the ways in which a

venue can modify products & services based on:

Price

Place

Product

Promotion.

Slide 80


markets

Analysis of market research data will allow venues to:

Identify target market needs, wants & preferences

Determine size of the market

Identify demographic characteristics of the market

Identify how much people will pay

Reveal frequency of purchase.

Slide 81


markets

Market research analysis may mean the venues will:

Introduce, remove or vary a product or service

Combine existing products or services

Alter prices

Target new markets

Promote in different ways.

Slide 82

Define the concept of niche

markets

A niche market:

Is a sub-set of a larger market

Is not being catered for by anyone else

Has individual characteristics

May, over time, transform into a ‘target market’

Are relatively small in size.

Slide 83


markets

Benefits of using niche markets:

Allows more effective promotion of venue

Facilitates development of preferred products and

services

Generates significant profit

Grows market share

Demonstrates customer-focus.

Slide 84


markets

For your niche markets:

Learn what they need, want or prefer

Develop competency in serving them

Identify location of niche market products

Match service delivery standard to identified niche

market expectations.

Slide 85


markets

To identify your venue niche markets:

Ask – supervisor, manager, coach, trainer

Read venue advertisements.

Slide 86


markets

To meet niche market needs, first identify niche

market customers:

Read reservation details

Observation

Talk to customers

Ask others.

Slide 87


markets

Delivering service to niche markets involves:

Welcoming customers as members of a niche market

Taking action to fulfill promises made to the niche

market

Providing niche market-specific advice & information

without waiting to be asked for it.

Slide 88

Describe how promotions & offers may

vary to suit differing target markets

Where venues have identified target & niche markets

they will vary their Marketing Mix to suit market needs:

Every product/service has 4Ps that could be varied

Then venue has the power to make changes to the

4Ps

Not all 4Ps have to be changed.

Slide 89



Examples of changes to ‘Product’:

Family packages feature inclusions for children

Business package deals include all meals

Provision of ‘business hub’ for business people

Introduction of healthy meals for health-conscious

customers

Provision of colouring books for

children in family friendly dining.

Slide 90



Examples of changes to ‘Price’:

Bundling of business elements for business packages

Offering discounts at quiet times

Varying methods of payments

Charging less for children’s meals

Raising prices for ‘premium’ rooms

or services.

Slide 91



Examples of changes to ‘Place’:

Provision of ‘women only’ floors

Opening hours to reflect different market

preferences

Offering transfers to customers

arriving by air.

Slide 92



Examples of changes to ‘Promotion’:

Use overseas media to advertise to international

customers

Advertise in media identified in market research as

being used by target customers

Provide English language advertisements

to English speaking customers

(continue)

Slide 93



Advertise prices in the currency of the country

where the promotions are occurring

Vary the photographs in promotions to better

reflect different markets

Offer different prizes in competitions.

Slide 94



You should identify why your venue has the target &

niche markets it has – possible reasons are:

Feedback from customers

Market research data

Action to address what the competition is doing

Internal development of new offerings

The need for profit.

Slide 95



Promotions & offers need to be tracked to determine

their effectiveness.

Using KPIs (dates with figures attached) is a common

way of doing this – for example:

“To attract 200 deposit-paid bookings for minimum

three day’s of accommodation by 30/03/2015”.

Slide 96



To make the most out of KPIs you need to know:

What the KPIs are

The baseline

Know how statistics are to be captured & compiled

Know the relevant dates.

Slide 97



Other ways to monitor promotions:

Ask people

Add a question to forms

Require people to call a nominated phone number

Ask callers to mention a code word

Include a competition in the promotion.

Slide 98



When monitoring the effectiveness of promotions you

must make sure you:

Record all necessary information

Forward all necessary information to the

designated person.

Slide 99



The ‘Promotional Mix’:

Also known as the ‘Promotional Blend’

Identifies how a venue communicates with all its

markets

Includes advertising, promotions, personal selling,

PR, publicity

Is usually contained in the Marketing

Plan for the venue or department.

Slide 100



An effective Promotional Mix will:

Match strategies & techniques to identified target &

niche market preferences

Use a mix of advertising & promotion options

Target ‘middlemen’ as well as end users

Give information to sales staff

as well as customers.

Slide 101



Promotions aimed at purchasers may include:

Banners & streamers

Product samples & service demonstrations

Displays and stands

Contests, coupons & stamps

Trade shows.

Slide 102



Promotions aimed at middlemen may include:

Price deals

Promotion allowances

Sales contests

Merchandise & other incentives

Trade shows

Catalogues, brochures & information.

Slide 103



Promotional activities aimed at internal sales staff

could include:

Contests

Bonuses

Meetings

Catalogues, brochures & information

Training.

Slide 104

Identify sources of information about

enterprise-specific target markets

Internal sources of information about target markets

include:

Business plans, goals & strategic directions

Trading records

Stock records.

Slide 105



Market research also provides market information:

Internally conducted current market research

reports

Data analysis

Historical market research data

Completed ‘Customer Comment Cards’

Online feedback & survey responses.

Slide 106



‘Support businesses’ can also be sources of

information about target markets.

These businesses may provide information about:

Level of trade in the industry

How other venues are performing.

Slide 107



Customer feedback is also an information source:

Talking to customers

Asking questions

Observing body language

Following up

Encouraging other staff to

contribute their observations.

Slide 108

Describe demographic characteristics

of enterprise target markets

Demographic characteristics may describe or reflect a

niche market:

They indicate possible customer preferences

Match known preferences to products offered to them

Not all characteristics will be relevant to all markets

All customers remain ‘individuals’.

Slide 109



Age:

Expressed as:

• A range of years

• A minimum/maximum

• A descriptive word – ‘child’, ‘adult’.

Slide 110



Gender:

Male

Female

Unknown.

Slide 111



Marital status:

Mr, Mrs or Ms

Number of children

Generally no identifier for widowed or divorced.

Slide 112



Buying unit – may be:

Company

Natural person

Group

Agent

Wholesaler or retail operator

Government

Domestic or international visitor.

Slide 113



Earning capacity of customers has implications for:

Prices

Inclusions

Quality & quantity of products,

services & facilities.

Slide 114



Ethnicity of customers provides insight into:

Language to be used

Customs

Information or assistance required.

Slide 115



Geographic location of customers may be important

to help identify:

Products and services preferred

Topics for conversation

Service style & speed

Local & regional preferences.

Slide 116



Knowing ‘transport used’ has implications for:

Provision of venue-based transport

Provision of transport information

Development of links with transport providers.

Slide 117



Preferred payment may involve:

Charge to room accounts

Currency exchange

Personal, business or traveller’s cheques

Credit & debit cards

Electronic transfer

House accounts.

Slide 118

Explain the benefits of using target

markets within an organization

Benefits for venues of using target markets:

Being better able to meet identified need

Faster sales

More profitable sales

More satisfied customers

(continue)

Slide 119

Explain the benefits of using target

markets within an organization

Less waste

Possibility of becoming known as a specialist

provider

Better knowledge of target markets

Less chance of competitors entering

the target market marketplace.

Slide 120


When developing market knowledge:

Learn the various target & niche markets your

venue caters for & seeks to attract

Know the different products & services

developed for the market

Slide 121


Recognise the demographic characteristics

differentiating between your target niche markets

Refer to market research information & data to use

as a basis for learning what different markets want

Slide 122


Analyse internal information & data to gain an

understanding of previous customer buying

patterns & trends

Integrate information from support businesses into

knowledge about markets

Slide 123


Realise all products & services can be altered to

suit different markets by changing one or more

elements of the Marketing Mix

Talk to customers and seek their feedback about

products & services of the venue and available

elsewhere

Slide 124


Use monitoring & KPIs to judge the effectiveness

of promotional initiatives

Apply a range of options to communicate sales-

related information to customers & those involved

in sales and promotion activities.

Slide 125



Describe promotional initiatives that may be used

to promote products

Demonstrate how to develop & produce a static in-

house promotion

(continue)

Slide 126


Verbally promote products or services to

customers

Demonstrate to promote products or services to

customers.

Slide 127

Describe promotional initiatives that

may be used to promote products

You must know all venue promotional activities to be

able to:

Explain them to customers

Describe their benefits to customers

Meet customer expectations

Optimise sales.

Slide 128



Promotional activities may be:

Aimed at target niche markets

Aimed at the general public

Internal – within the venue

External campaigns or events.

Slide 129



Static displays are displays or stands which:

Feature products and services

Contain associated materials to support the

presentation

May be used to promote or sell produce

May feature staff to help customers.

Slide 130



Demonstrations enable:

Customers to see how a offering works

Customers to sample an offering

Focus on practical topics – cooking, drink mixing.

Slide 131



Tastings of food & drinks can:

Be used as market research

Introduce new food && beverages to customers

Showcase the diversity & quality of

menu items.

Slide 132



Videos/DVDs:

Can be integrated into other promotional activities

May be stand alone as a promotion in their own right

May be ‘looped’

Must be relevant

Can operate in ‘silent’ mode.

Slide 133



Competitions are fun & popular – can be used to:

Find a name for a product or service

Raise awareness

Develop a database of customers.

Prizes must have value in the eyes of

those who enter.

Slide 134



Celebrity appearances:

Celebrities can simply ‘appear’, speak or

demonstrate

Must align with identified markets

Generates media attention & local interest

Implies positive attributes to the venue

& what it offers.

Slide 135



‘Specials’:

Usually involve a price reduction of some sort

May feature a new or different product or service

made available for a limited time

May include a ‘bonus’ being provided

when a sale is made.

Slide 136



‘Packages’ – bundling of items for a reduced price.

May feature ‘inclusions’ such as:

Accommodation

Food & drinks

Trips & tours

Transfers

‘Other’.

Slide 137



‘Events’ may:

Be held internally or externally

Involve participation in a trade fair or exhibition

Relate to product launches

Feature ‘joint promotions’.

Slide 138



Media campaigns:

Infers extended use of the media for a nominated

activity

Includes use of multiple media outlets

Involves targeting different markets in different

ways

Requires ancillary promotional support

using other means.

Slide 139

Demonstrate how to develop &

produce a static in-house promotion

All displays must have a purpose:

To promote a product or service

To introduce a new product or service

To offer tasting or sampling

To showcase a revised product or service

(continue)

Slide 140



To meet competition

To resurrect flagging sales

To build customer database

To fill a space.

Slide 141



In-house promotions may need to support media

campaigns:

Check with those who developed media campaign

Align display with media message

Verify in-house prices & offer are same as

those stated in media

Verify in-house prices are same

as prices in media.

Slide 142



Possible target audiences for in-house promotions:

New customers

Existing customers

Businesses

Children

(continue)

Slide 143



People about to celebrate an event

People with a range of different characteristics

People from identified target niche markets.

Slide 144



‘Product integrity’:

All displays must maintain the integrity of the offer

Be aware the definition of integrity is open to wide

interpretation

Align displays with venue image

Must accommodate target market

preference.

Slide 145



Planning should involve others & result in a written

‘display plan’ identifying:

Location of displays

Operational days & times

Need for staff

(continue)

Slide 146



Budget

Disposables & consumables

Support materials

Theme

Graphical representation of the display.

“If you fail to plan, you plan to fail.”

Slide 147



In-house promotions may be:

Of different styles – window, counter

In high-traffic areas – near doors, service counters,

cash registers.

Slide 148



‘Props’ support the display, and:

Are often the first thing the customer sees

Must be effective & create ‘impact’

Must support what is being promoted

Must be of good quality

May be available (free-of-charge)

from suppliers.

Slide 149



Basic display format = triangular shape (‘pyramid’

effect):

Symmetrical

Asymmetrical

Repetitious.

Slide 150



In relation to using the ‘pyramid’ effect:

The concept refers to a ‘flow’ rather than a ‘point’

Large displays commonly feature ‘knee’ and ‘chest’

height components

Ensure literature and ‘give-aways’ are

easily seen & within reach of

customers.

Slide 151



Keep the display ‘tight’

Apply the KISS principle

Maintain ‘eye appeal’ of the display

• Cleanliness

• Neatness

• Stocked.

Slide 152



Materials available to ‘dress’ displays include:

Flags

Boxes

Fabrics

(continue)

Slide 153



Signs

Pamphlets & advertising materials

Actual product – samples

Local produce

Cultural artefacts

Industry artifacts.

Slide 154



‘Pricing tickets’:

Should be at eye level

Must be correct

Should mention applicable discounts

Never ‘hide’ charges

Include the savings the offer provides

No direct contact with food.

Slide 155

Verbally promote products &/or

services to customers

When talking to customers to promote products and

services:

Be honest & accurate

Comply with venue policies & procedures

Use appropriate questioning &

listening skills.

Slide 156



Questioning customers:

Elicits information

Demonstrates understanding

Gives them feedback

Encourages them to go on

Encourages them to clarify.

Slide 157



Questioning may involve:

Reflective questions

Closed questions

Open questions.

Slide 158



Tips to assist with effective listening:

Prepare to listen

Become interested

Keep an open mind

Identify the main idea

(continue)

Slide 159



Listen critically

Do not get distracted

Take notes

Help to prompt the customer

Reflect on information provided

Keep quiet!

Slide 160



‘Descriptive phrases’ are useful in selling and

promoting:

Prepare them in advance

They must be accurate

Match phrases to ‘customer orientation’.

Slide 161



‘Sell the benefits’:

All products & services have features & benefits

• Features = characteristics

• Benefits = what the features bring

Tell the features but focus on letting customers

know the benefits those features will enable.

Slide 162



‘Making comparisons’ can help promote and sell

products & services:

Compare products & services

Compare packages

Compare venues.

Slide 163



Keys when ‘making comparisons’ are:

Focus on identified customer needs, wants &

preferences

Sell the benefits

Prove the value in the offer.

Slide 164



When making recommendations to customers:

Identify what they want

Determine constraints to their purchase

Offer a product or service meeting identified needs,

wants and preferences

(continue)

Slide 165



Use your personal experience

Be factual & truthful

Be alert to chances to up-sell & make add-on sales

Focus on the customer

Involve the customer.

Slide 166



It is vital to remain customer-focused:

Ask questions to identify what customers want

Read group documentation to determine what

groups want

Speak to group tour leaders

Ensure offers match

advertising & expectations.

Slide 167

Demonstrate products &/or


‘Demonstrating’ products & services is an effective

promotion technique because:

It is active

It builds personal credibility

It is customer-focused.

Slide 168



When demonstrating:

Remain alert

Comply with house policies & procedures

Comply with legislation.

Slide 169



When ‘demonstrating’ products & services:

Only use safe items

Ensure safety of customers & others

Obtain proper training & practice

Stop if there is a safety issue.

Slide 170



When ‘showing’ a product/service to a customer:

Welcome them

Thank them

Ensure they can see what is to be done

Tell them what you are going to show

(continue)

Slide 171



Invite questions

Start – explain each step

Demonstrate at normal pace

Conclude – ask if customers have questions, or

want another demonstration

Ask for the sale

Thank them.

Slide 172



When involving the customer in product

demonstration:

Welcome & thank them

Verify competence – or provide instruction

Encourage questions

Position them safely

Tell them to start

(continue)

Slide 173



Monitor activity

Prepare for finish

Compliment or congratulate

Seek feedback

Ask for the sale.

Slide 174



When involving customers in demonstration of a service:

Give a sample only – not a total, free service

The sample must reflect the actual service

Check for anything preventing

inclusion of customer in the service

Explain what will happen

(continue)

Slide 175



Adhere to nominated time limits

Seek feedback

Ask for the sale

Thank customer.

Slide 176


When promoting products & services:

Identify the range of promotional initiatives used

by the venue and when and why they are used

Test, try or sample all of the promotional initiatives

used by the venue

Slide 177


Learn the limitations applicable to each promotion

or offer

Identify ‘Specials’ offered by your venue & the

inclusions for all ‘Packages’

Slide 178


Know the details of the various media campaigns

conducted by your venue including the offers

contained within them

Plan all displays to ensure adherence to internal

requirements & external legal and other obligations

Slide 179


Develop displays suitable for target market

audiences designed to achieve nominated targets

& reflect venue image & standards

Create professional displays aligning with

established display & merchandising techniques

and protocols

Slide 180


Verbally promote products & services in a honest,

accurate and ethical manner

Apply effective questioning & listening skills when

promoting products & services

Slide 181


Use demonstration as a promotional tool to

optimise engagement with potential customers &

increase sales.

Slide 182

Apply selling skills


Approach the customer in a sales environment

Gather information about customer needs, wants &

preferences

Demonstrate selling skills

(continue)

Slide 183

Apply selling skills

Overcome buying objections

Maximise sales opportunities within a buying

situation

Close the sale.

Slide 184

Approach the customer in a sales

environment

In relation to selling, remember:

Good sales staff are not born

You ‘are’ the venue

You are always ‘on show’

Avoid offensive language

Never slouch

Never lean against furniture or walls

(continue)

Slide 185


environment

Focus on the customer

Face-to-face customer first, telephone second

Do not play around at work

Never chew gum

Never put completing paperwork above

serving customers

Never put stock away when

customers are waiting.

Slide 186


environment

The approach to a customer can involve:

Making eye contact

Speaking with them

Offering assistance

Repeated attempts.

Slide 187


environment

When approaching a customer:

Be genuine

Match body language to verbal language

Be timely

Smile

Give the customer time & space

if required

(continue)

Slide 188


environment

Do not hover

Respond to what the customer may say

Observe venue requirements

Be prepared to ask questions.

Slide 189


environment

You must create a positive impression in the mind of

the customer by:

Being honest

Maintaining confidentialities

Providing professional service

Being tactful and diplomatic

(continue)

Slide 190


environment

Including reference to product knowledge

Demonstrating the ‘right’ attitude

Bending the rules for the customer.

Slide 191


environment

‘The approach’ may simply require you to respond to

customer buying behaviour, by:

Immediately closing the sale & processing the

transaction

Responding to a direct question

Asking a brief ‘closing’ question.

Slide 192

Gather information about customer

needs, wants & preferences

Selling is an exchange of ideas & information between

staff & customers:

A blend of ‘open’ & ‘closed’ questions should be

used to elicit information

Use ‘active’ or ‘reflective’ listening

skills to capture information.

Slide 193



Effective sales staff are able to readily & accurately:

Identify negative non-verbal customer signals

Identify positive non-verbal customer signals

‘Read’ their customers.

Slide 194



Using a customer’s name is a good thing to do

because it shows:

They are known

They stand out

They merit attention

They are important & valued.

Slide 195



Ways to find out a customer’s name:

Ask them

Read their name from cards or documents

Refer to previous documents or databases

Ask another staff member.

Slide 196



When you know the customer’s name:

Use it as soon as possible

Use it often

Write it down.

Slide 197



When using customer names:

Get permission to use their first name

Pronounce the name correctly

Never shorten a name

Follow house protocols.

Slide 198



When directing customers to a location options include:

Walking with them

Asking another staff ,member to walk with them

Providing a map & directions

Supplying clear verbal directions.

Slide 199



As part of high standards of service delivery, when

directing a customer:

Ask their name

Provide information

Advise of specials, deals or packages

Build rapport

Thank them.

Slide 200


Keys to effective selling:

Never try to get customers to buy what they do not

want

Identify the main ‘driver’ as soon as possible

Determine what they will pay

Identify the decision maker

(continue)

Slide 201


Provide options & alternatives

Put the offer into context

Mention any ‘right here, right now’ benefits

Highlight value-adding aspects of the offer.

Slide 202


When communicating features & benefits to customers:

Practice

Use product knowledge

Involve the customer – if necessary

Sell the benefits.

Slide 203


When providing information to customers in a sales

situation:

Demonstrate as required

Allow customer a chance to ‘have a go’

Encourage questions

Supply extra information.

Slide 204


Address the following when providing safety

information:

Personal protective clothing & equipment required

Specific training/experience requirements

Safety of others

Explanation of safety signage.

Slide 205


First aid that may be relevant to the product/service

Precautions

Advice about where customer can get more

information.

Slide 206


When referring customers to a venue specialist:

Do so politely

Apologise

Be interested & involved

Explain the reason for the referral

Act promptly

Introduce the parties

Build their credibility.

Slide 207


Many questions asked by customers are ‘routine’:

All answers must be honest & accurate

Preparation is vital to develop suitable answers

Research is essential.

Slide 208


Some customers display certain characteristics which

can indicate the best way to handle them:

The ‘Me, Now’ customer

The ‘Yes, but’ customer

The ‘Tractor will never replace the horse’ customer

The ‘Look at me, look at me’ customer.

Slide 209


When serving the ‘Me, Now’ customer:

Do not be intimidated

Avoid making comparisons or offering alternatives

Avoid mentioning Specials or deals

Be direct & clear

Limit talking – take action instead.

Slide 210


When serving the ‘Yes, but’ customer :

Never argue or take issue with them

Use lots of facts & figures

Emphasise security aspects

Acknowledge them as ‘expert’

Ask them about the offering

Refer to external sources to illustrate points

Be persistent & persuasive.

Slide 211


When serving the ‘The tractor will never replace the

horse’ customer:

Do not try to rush them

Make comparisons with what they already know

Avoid reference to the ‘popularity’ of an item

Stress any ‘security’ aspects

Seek to assure & re-assure them.

Slide 212


When serving the ‘Look at me, look at me’ customer:

Allow them to talk

Be respectful

Be open & friendly

Never rush them

Share opinions & testimonials

Show an interest in them as a person

& their experience.

Slide 213


‘Buying objections’ = reasons presented by buyers

about why they cannot make a purchase:

They are to be expected

They can be prepared for

Your job is to overcome the objection

& make a sale

Never take them personally

See objections as a sales tool.

Slide 214


Stages in overcoming buying objections:

Accept the objection

Identify the objection

Categorise the objection

Offer solutions

Close the sale.

Slide 215


Accepting the objection:

Acknowledge the legitimacy of the objection

Never argues with the customer

Present convincing information

Always be ethical, honest & accurate.

Slide 216


‘Identifying objections’ involves:

Proving you have listened and understood what the

customer said

Making a statement to demonstrate understanding

Applying appropriate interpersonal skills.

Slide 217


When addressing buying objections, never:

Argue

Run away

Get defensive

Display a noticeable change in demeanour

Make rash promises

Respond with absurd suggestions

Belittle the objections.

Slide 218


Categorising objections can be done on the basis of:

Price

Time-related issues

Product & service characteristics.

Slide 219


Offering solutions to buying objections:

Occurs when the objection has been accepted,

identified & categorised

Must comply with house policies

Practice - & get feedback on performance

Be patient

Slide 220


Tips to help solve customer problems or objections

Sell the benefits & advantages

Highlighting value-for-money

Stressing support features

Focusing on how well the item meets identified

need

Making favourable comparisons

with alternatives.

Slide 221


Involving a specialist in the situation

Recapping

Highlighting limited opportunity

or time

Asking what it would take

Using a display or demonstration.

Always remember: a ‘no sale’ today

can transform into a ‘sale’ tomorrow!

Slide 222


The ‘Feel, felt, found’ approach:

“Yes, that’s a good point … and I can fully

appreciate why you feel that way.

Others I’ve spoken with have felt just the

same way initially, so you’re in good company

Slide 223


When addressing customer buying objections:

Stay positive

See them as a challenge

Keep calm & focused

Increase effort

Let the customer talk

Listen to how they respond to proposals.

Slide 224


A problem-solving model can be used to generate

solutions to overcome a buying objection:

• Identifying the problem

• Considering options

• Making a decision

• Conveying the decision to

relevant parties

• Reviewing and agreeing on

the decision.

Slide 225


Take time to reflect:

What went well or badly?

Why?

What would you do differently next time?

What were the turning points in the exchange?

What were the customer’s thoughts on

what you did or said?

What feedback can colleagues provide?

Slide 226

Maximize sales opportunities within

a buying situation

Management expect you to:

Convert sales opportunities into outcomes

Maximise revenue generated for every outcome.

Slide 227


a buying situation

Be alert to mentioning ‘complementary sales’ to

customers – these are products or services they have

not mentioned but which may be:

Of use to them

Of interest to them

Of value to them.

There must be a win-win outcome.

Slide 228


a buying situation

Techniques for maximising sales:

Making ‘add-on sales’

Up-selling

Using ‘suggestive selling’

Applying the ‘ABC approach to sales’.

Slide 229


a buying situation

Add-on sales = building extra sales onto the

customer’s original stated request.

If they order a main course meal, you could:

Suggest a soup or entrée

Recommend garlic or herb bread

Show the dessert trolley

Inform them about in-house

entertainment.

Slide 230


a buying situation

Keys in making add-on sales:

Always try to make an add-on sale

Ensure the offer is relevant

Never put pressure on the customer to buy.

Slide 231


a buying situation

‘Up-selling’ = suggesting a more expensive product or

service over a cheaper one originally requested:

Not all sales situations provide for up-selling

Mainly used where customer has not been specific

May be counter-productive.

Slide 232


a buying situation

‘Suggestive selling’ = the use of expressive &

descriptive language to describe offerings:

It appeals to the senses

Must be accurate & honest

Not suited to all sales situations

Frequently used in written form.

Slide 233


a buying situation

The ‘ABC of selling’:

A = Automatic sales

B = Bettered sales

C = Created sales.

Slide 234


a buying situation

When selling:

Be an order maker not just an order taker

Be careful about promises made

‘Under promise and over deliver’

Keep all promises made

(continue)

Slide 235


a buying situation

Always comply with house requirements when

selling:

Ethical behaviour

No pressure to buy

Adherence to credit limits

(continue)

Slide 236


a buying situation

Only accepting payment in authorised forms

Compliance with ‘overbooking’ numbers

Adhering to time limits for offers

Applying discounts appropriately

Finalising the transaction.

Slide 237

Close the sale

‘Closing’ ( or ‘closing the sale’) = asking the customer

a question giving permission to complete the sale:

Look for ‘buying signals’

Respond promptly

Be prepared to repeat previous

sales attempts.

Slide 238

Close the sale

Examples of buying signals:

Positive reaction by customer

Lag in conversation

Questions about details

Agreement with what you recommend.

Slide 239

Close the sale

Question about what you would recommend

Question about forms of payment accepted by the

venue

Statement indicating customer

understands the value of the offer

When a compliment is made

Positive changes to body language.

Slide 240

Close the sale

When closing:

Expect to succeed

Stay focused

Accept the customer makes the buying decision

Understand the sale must be mutually beneficial

No-one sells every time

Use verbal & non-verbal prompts to achieve the

close.

Slide 241

Close the sale

The ‘Direct’ approach:

Lets the customer decide

Involves asking a direct question

Most common method used

Effective when buying signals are strong.

Slide 242

Close the sale

The ‘Active’ approach:

Helps bring customers to a buying decision

Requires you to do something ‘active’ with the

customer

Is effective in determining how ready

the customer is to buy.

Slide 243

Close the sale

The ‘If’ approach:

Allows customers to decide one step at a time

Encourages customers to make small decisions

leading to the final ‘buying’ decision

Allows customers to think about their decision

Makes the final buying decision

less of an issue

Enables you to guide customers.

Slide 244

Close the sale

The ‘Alternative’ approach:

Effective when used with the ‘If’ approach

Uses questions which allow customer to provide an

alternative answer

Is regarded as helping the customer

Requires sales staff to be positive

& sincere.

Slide 245

Close the sale

The ‘Difficulty’ approach:

Very effective when there are high levels of

bookings

Requires you to show you are trying to help

Advises customer the venue may not be able to

take a booking at a later time

Can be used effectively with the

‘If’ approach.

Slide 246

Close the sale

The ‘Assumptive’ approach:

Assumes the customer will buy

Allows positive attitude based on this assumption

to positively impact a sales outcome

Requires careful phrasing of questions

Requires you not to take the

customer for granted.

Slide 247

Close the sale

When the customer makes a buying decision:

Congratulate them

Thank them

Encourage them.

Slide 248


When applying skills:

Remember you ‘are’ the venue when you sell on

behalf of the venue

Always apply appropriate customer

service & interpersonal skills

Use a practised & professional

approach to each customer.

Slide 249


Be the customer’s friend

Use questions to capture information about their

needs

Listen to what customers have to say

Pay attention to customer

body language.

Slide 250


Match offers made to identified customer need

Sell the benefits of whatever it is you are trying to

sell

Seek a positive win-win outcome to all sales

situations.

Slide 251


Practice selling & plan & prepare to do it

Involve more experienced other staff when

necessary to help you

Treat each customer as an individual & deal with

them as such

See objections as requests for more information.

Slide 252


Always seek to optimise sales using appropriate

techniques

Adhere to venue policies

Actively seek to close a sale without pressuring

the customer

Match your closing techniques to each

individual selling opportunity & customer.

Slide 253

promote products and services to customers

Education